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According to ROI Genome Intelligence Report The Advertising Evolution – Analytic Partners:

„performance marketing is often significantly more effective when combined with brand, equity and cross-tactic messaging.”

See the image at the end of the article.

„Performance marketing is a digital marketing strategy that’s driven by results. It’s ideal for companies that are looking to reach their audience at scale, because payment is based on how users interact with the content.” (What is Performance Marketing: How it Works, Channels, and Benefits)

When combining performance marketing with other channels/marketing tactics, results tend to be better.

See the study for more details: ROI Genome Intelligence Report The Advertising Evolution.

I got this idea from Eugen Predescu – Paid Media Managing Director @ DWF at Marketing Waves (2023.04.06, Mamaia, Constanța).

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It might be counterintuitive, but there’s something very important requirement for a business card: a brand manual.

It might look simple enough – „for a business card, I only need some text + colors,” but there must be a coherent image you present. Having a business card based on blue while your website is orange is not a professional brand.

So, when you need a new business card, make it aligned with the image of your website.

I got this idea from Magda Bei – CEO @ Graphtec at Marketing Waves (2023.04.06, Mamaia, Constanța).

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Artificial intelligence software has been around for quite a while, but at the end of 2022, ChatGPT got popular by being a good general solution.

One problem that ChatGPT solves is the problem of the blank sheet of paper.

Whenever one needs to write a blog article, they could just ask ChatGPT for inspiration. It likely won’t output a perfect result, but it would be a good starting point.

Starting the article might prove to be the most difficult part of the process of writing. Solve this, and you’ve got a winner.

I got this idea from Viorel Spînu – Senior Software Developer at Marketing Waves (2023.04.06, Mamaia, Constanța).

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Using emotions in your marketing is quite a good differentiator.

A personal rule of mine is to try and differentiate on something. Only then try to be successful with what I do.

So, if everyone in your industry uses the same photos, try to find something specific to you. Afterward, try to be better than the others.

But don’t do it the other way around – do whatever all others are doing, and then do it better.

In my opinion, that’s not the right order of things.

I got this idea from Cosmin Dărăban – CEO & Co-Founder @ Gomag at Marketing Waves (2023.04.06, Mamaia, Constanța).

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Why aim for client retention? There are several reasons:

• You’ll have lower customer acquisition costs.
• You’ll differentiate yourself from the competition.
• You’ll distract attention distract from the price.
• Finally, you’ll increase customer lifetime value.

How to do this? Focus on making your clients happy. After you’re reasonably good with this, find a solution to incentivize happy customers to recommend you to others. It can simply be asking for a recommendation or using an affiliate solution. Depending on what website platform your use, there are plugins and apps (WordPress, Shopify), or you could use an affiliate platform (a bit difficult to use, though).

I got this idea from Cosmin Dărăban – CEO & Co-Founder @ Gomag at Marketing Waves (2023.04.06, Mamaia, Constanța).

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Let’s say you’re a company analyzing its 2022 organic traffic (generally, traffic brought in by SEO).

You see an increase of 15%. You might think this means you’re 15% better than last year.

But this statistic lacks one important question – how did the market do overall? So either your specific niche or, in general, the online market in Romania?

So, if organic traffic grew globally in Romania by 10%, and you grew by 15%, that’s not such an impressive result; you are only five percentage points above the market.

Or, if in your specific niche, the market grew by 20%, and you grew by 15%, you are actually below average. Instead of growth, it’s actually a small decline.

When comparing „15% growth,” you need to know the context.

I got this idea from Sorin Drăghici – Managing Partner @ DWF at Marketing Waves (2023.04.06, Mamaia, Constanța).

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Let’s say you’re a company working with influencers. You hire people to post on their social media about your products.

One way to handle this is not to use the content the influencers create in any way.

But there’s another way – you could include information from them on your own social media accounts and your product pages.

So, if they create a photo of them using your product, you can share that photo on your social media accounts and also add it to the image gallery of your product.

Of course, you’ll need to agree about this right from the beginning and give credit.

There’s a study that says that:

With five experimental studies, we determine that women exhibit greater purchase intentions for products displayed in a rich contextual setting rather than a plain white background, but men are not positively affected by this display strategy.  (What women want? How contextual product displays influence women’s online shopping behavior – ScienceDirect)

So, seeing your products in a realistic environment might increase their likelihood of being bought.

I got this idea from Mihai Bocai – CEO @ Flaminjoy at Marketing Waves (2023.04.06, Mamaia, Constanța).

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What does LinkedIn generally offer in its Premium plan? And my take on them.

• InMail – They allow you to send emails to people outside your direct connections. If you are looking for a job, it might be worthwhile to be able to send anyone a message.
• See the list of people who viewed your profile. Useful if you’re job hunting.
• Access to a library of courses. It’s a nice bonus; I watched some courses and considered them OK. Still, there are alternatives to this (YouTube clips, Udemy, Coursera, and many others).
• If you’re a company seeking to attract talent, the Premium plan allows you to search for candidates easily.

Bottom line: if you’re job hunting or looking for candidates for your own jobs, it might be worthwhile to use LinkedIn Premium.

In the long run, though, if I wanted a good career, I would use my time to build an online portfolio (for example, a personal blog or social network) – this might be a better tool than paying to LinkedIn. A popular blog/social network could bring me more value.

PS: I haven’t used Premium (I’m waiting to get a trial for when I’ll really need it), but I think I’m quite familiar with the platform.

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