Levitt Group newsletter - April 2018
Author: Mark Baines Committee member
Keeping you up to date with Levitt Group news.
TWO GREAT EVENTS TO BOOST YOUR KNOWLEDGE
We have two ‘Five Great Minds’ events coming up shortly to inspire and educate you, genuinely providing advanced knowledge for senior marketers. We select our speakers by their ability to provide new learning, which means that you get the most relevant, cutting edge marketing thinking and case studies available. You don’t have to waste your time reading or listening to second-rate or old ideas – we read the books so you don’t have to!
Five Great Minds Manchester, April 18th
The North West Region is currently gearing up to hold their second Five Great Minds event, showcasing some of the leading thinkers of the region. Topics this year include the effect of the Northern Powerhouse, competitive advantage from Artificial Intelligence, Collaborative Advantage, Community Engagement and how to transition from marketing to general management.
Don’t miss this event, book here or find out more.
Five Great Minds London, June 8th Hold the Date
Another brilliant learning opportunity: a mix of five marketing academics and practitioners will share their advanced knowledge, speaking about their recently published books and answering questions from the floor.
Your reading for the month
This month we’ve picked "The face of contagion: consumer response to service failure depiction in online reviews" by Alexa K. Fox, George D. Deitz, Marla B. Royne, Joseph D. Fox, (2018). [Online] https://doi.org/10.1108/EJM-12-2016-0887
The authors are among the first to empirically test the effect of emotional contagion in a user-generated content context, demonstrating that it can occur when consumers read such content, even if they did not experience the events being described. The research uses a self-report and physiological measures to assess consumer perceptions, arousal and emotions related to service failures, increasing the robustness of the literature. These findings contribute to the marketing literature on OCRs in service failures, physiological measures of consumers’ emotions, the negativity bias and emotional contagion in a user-generated content context.
Plus there are newly published Mintel reports on a wide range of subjects available from CIM Knowledge Services.
CIM’s Featured Book
Video Marketing Strategy: harness the power of online video to drive brand growth
Author: Jon Mowat
Learn the secret formula to the single most influential tool for increasing website visits and stickiness: video marketing, and how to incorporate it within a wider marketing strategy with CIM’s book of the month, Video Marketing Strategy: harness the power of online video to drive brand growth by Jon Mowat.
Video is the single most effective tool that marketers have to raise brand awareness, increase sales, drive website traffic and deliver ROI on marketing budgets. Driven by consumer demand and with the backing of the largest social media platforms, our world is becoming 'video first'. Video Marketing Strategy allows marketers to harness the power of video and create effective video campaigns. This in-depth look at the world's most powerful medium helps brands to radically magnify their voice by tapping into a level of emotional engagement that can't be achieved any other way.
The book explores both theory (why are humans so affected by video on mobile devices?) and practice (what's the key to making videos that deliver results?). It looks at how multiple videos form wider campaigns and covers content hubs, activation strategies and testing. It is filled with invaluable advice, tips and strategies for incorporating video into a wider content marketing plan.
Written by an award-winning video marketer with decades of experience, Video Marketing Strategy gives readers the magic formula to create engaging, effective content. Truly global in scope, it features case studies from around the world, and shows how marketers from all sectors and industries have used video campaigns successfully. Featuring insights from prominent industry practitioners Video Marketing Strategy is jam-packed with guidance on how to make videos that cut through the market place and deliver measurable results.
Order your copy here for £17.99 during the month of March. List price £19.99.
We want to hear from you
As well as the opportunity to join our events during the year, Levitt Group members can find out what is happening and engage with fellow members via our website or our LinkedIn group.
We hope you enjoy reading these updates and we look forward to seeing you at one of our events before too long. If you have any comments on what we do, how we do it and where or when, please email Mike Holland – we thrive on your feedback.
Mike Holland, Chair, The Levitt Group.