The best bits for your brain: this week's top 5 reads & listens - episode 9
Around the interwebs and across the audiosphere, here's this week's most delicious content. Shortcut your way to creating successful habits, learn practical marketing tips and more.
#1 Best Read - The Ultimate Guide to Email Sequences
Alex Cleanthous from webprofits.com.au writes about the most powerful tactic from the digital marketing toolkit - email.
Learn about the science of email sequences - nurture, engagement, conversion, onboarding, abandoned cart, renewal, follow up and more.
Best quote - "Without email marketing, you’re leaving a lot of revenue on the table."
#2 Best Read - Why data-driven TV will sink old ad buying habits
Welcome to a new world of programmatic driven TV advertising. Adobe's innovation could be good news for TV advertisers, with better targeting and more data rich feedback.
Best quote - "Enabling advertisers to plan and buy linear television through software has always been a key part of its plan in advancing the marketing ecosystem, particularly as for many advertisers TV is still the largest part of their ad budget."
Ray Dalio is considered one of the “100 most influential people in the world” by Time magazine. Dalio is the founder of Bridgewater Associates, the largest hedge fund in the world, with $122 billion under management.
Dalio, like other billionaires described in this article, has a unique perspective on failure.
Best quote - "The popular picture of success — which is like a glossy photo of an ideal man or woman out of a Ralph Lauren catalog, with a bio attached listing all of their accomplishments like going to the best prep schools and an Ivy League college, and getting all the answers right on tests — is an inaccurate picture of the typical successful person."
According to Accenture Strategy, investments in loyalty are booming. More than 90 percent of companies currently employ some form of customer engagement or loyalty program.
In the United States, alone, loyalty program memberships grew at a rate of 26.7 percent from 2012 to 2014. There are already 3.3 billion such memberships, or 29 per US household. And that number is rising.
To download Accenture Strategy's whitepaper on transforming the customer experience, click here.
Best quote - "In one organisation customer experience is an optimisation or conversion exercise, and in other instances it is a sales process. But how it transcends a traditional sales process is in its view of the long term, and designing a process to do what you do best in the market rather than just stuffing people through a funnel."
#5 Best Read - How Lyft Is Capitalizing On Uber's Scandals
Social activism is an increasingly popular play by big brands. Sometimes it works. Sometimes it doesn't. For instance, when Pepsi pulled it's Kendall Jenner ad off air within 24 hours.
It's been a rough 2017 for Uber. And it's rival Lyft has capitalised. Lyft has gone public with political donations and brave differentiation from it's competitor.
For Lyft, it's a move that so far is paying dividends.
Best quote - "Lyft, founded in 2012, was all fist bumps and fluffy pink mustaches, advertising ride-sharing as a way to build community and encouraging drivers to invite riders to sit in the front seat. Uber, launched in 2009, was all black-cars and cool factor, advertising the promise that everyone deserves their own private driver, the type of employee with whom one has little obligation to chitchat."
Tim Reid interviews Declan Lee, who is behind the hugely successful Gelato Messina.
One of the hallmarks of this successful business has been breaking brand rules, innovating and being open to opportunities.
Best quote - "We had this opportunity to use social media to build a community."
#2 Best Listen - Freakanomics - How to be more productive
Most people would agree that modern society busier than ever.
So how can humans increase their output in the direction of their goals?
This is an informative listen, which is also one of the most popular episodes from the Freakanomics team.
Best quote - "There’s actually a big tension and a difference between efficiency and productivity. There’s actually a big difference between being busy and being productive."
#3 Best Listen - Planet Money - The Business Genius Behind Get Out
Blumhouse Productions has brought economic smarts to Hollywood. Their business model is low cost, and their latest hit Get Out, adds to the collection another financial hits.
This is the story Jason Blum, whose movie making formula is delivering off-the-charts ROI.
Best quote - "Blum is famous in this industry for getting the most money out of the cheapest possible films."
Thinking differently is an overused term. But if ever there was a person who embodies thinking differently, it is master marketer Jay Abraham.
Best quote - "I believe one of the greatest areas of opportunity, optimisation and profit is in the people that don't buy."
#5 Best Listen - This Old Marketing PNR - A&E Creates Content Blueprint for Brands
Joe Pulizzi and Robert Rose from The Content Marketing Institute also sing from the same song sheet.
To understand the blueprint of effective content marketing, add this podcast to your weekly diet.
Best quote - "We need to go and build our own audience, so they've been really focused on driving their own subscriptions and getting their own data."