Marcos Bravo C.

 🚀 What role does content play in brand differentiation and long-term positioning? In a recent conversation with Filipa Machado, Head of Marketing of MALO CLINIC, we explored how content can be much more than a communication tool. When strategically aligned, it becomes a core driver of brand equity and sustainable growth. From an educational approach to content, to the way expert voices are integrated across touchpoints, Filipa shares some concrete examples of how brands can build trust and credibility through their people. Read the full interview at https://lnkd.in/dFp4TdjV #PR #Marketing #Brand #Content

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"What is happening here is a Before X After moment in the WhatsApp world..." — this is how one of the attendees described the Measurement Summit last week in São Paulo. Top marketers gathered at the Meta Office for the official launch of 360Pilot. A true game changer, 360Pilot delivers complete WhatsApp measurement — from the first click to the final conversion. Experts across the ecosystem showed why WhatsApp has become the core channel for Performance Messaging — and how measurement is the key to scaling it. And the proof is already here: brands using 360Pilot are seeing outstanding results. 👉 Check out the video and see the highlights!

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You’ve probably already stopped reading this. That’s exactly the problem. Attention has never been harder, or more expensive, to earn. Audiences bounce from TikTok to podcasts to WhatsApp. Meanwhile, brands keep renting attention. Pay to reach them. Pay again. And again. The moment the spend stops, so does the relationship. It’s time for a new metric. A new mindset. Introducing: Audience Lifetime Value (ALV) As much as CLV is a revenue metric, ALV is a strategic one. It doesn’t measure what a customer buys, it measures the value of owning them versus renting them. ALV reveals the true value of building direct, lasting relationships versus renting them one impression at a time. ALV = (👥  × ⏳  × 💰 + 💸) / 🛠️ Where: 👥 Owned Engagement = % of audience actively engaging through owned channels (email, app, loyalty, etc.) ⏳ Retention Time = average duration they stay opted-in and active 💰 Monetization Efficiency = revenue per engaged user 💸 Paid Media Savings = estimated cost avoided by not having to re-acquire same user through ads 🛠️ Cost to Build the Audience = total investment in content, tools, CRM, etc. It’s still a work in progress (math geniuses, DM me). But the idea is simple: You can finally build an owned audience versus renting one. How? People will give you their attention, even their email and phone number, if you give them a good enough reason. Content that entertains or educates. Deals they value. A loyalty program that resonates. Products they love. Relationship they choose. Let’s look at two approaches. High ALV: Royal Caribbean (Kara Wallace, ahem) They built a content ecosystem: TikToks, blogs, loyalty programs, behind-the-scenes videos, influencer-led cruises. They don’t just sell cruises. They sell belonging. Every touchpoint earns attention, not interrupts it. Low ALV: Titanic Cruises (fictional — hopefully) Flash sales. Traditional ads. No community. Reach without retention. Spend without story. The audience disappears the moment the campaign ends. Real brand equity isn’t built in bursts. It’s built in ecosystems. Content that compounds. Trust that grows. Audiences that stay. All this to say: Stop renting. Start owning. Audience Lifetime Value is the clearest way forward. A way to track and trace the value of your community. A way to filter your creative so that it's turning consumers into audiences. And the brands that embrace it now will be the ones still standing later. If you're rethinking how you measure attention, let’s talk. p.s. I spent a bit of time building this thesis with Creative Artists Agency resident geniuses David Freeman and Greg Siegel who deserve much credit on this thinking...which I first shared at TribecaX with Michael Sugar and Olivia Morley last year. #marketing #advertising #CMO #contentmarketing #AudienceStrategy #ALV #BrandBuilding #ShowrunnerEconomy

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In the vibrant and diverse landscape of Europe, building a successful affiliate program can be a potent strategy for expanding your brand’s presence and driving revenue growth. Tailoring your approach to the unique characteristics and regulations of the European market is essential for laying the foundation of a thriving affiliate ecosystem. In this guide, we’ll explore the essential steps to establish a successful affiliate program specifically tailored for European brands.

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I LOVE retail marketing, partly because it's amongst the least dependent industries on paid media. Rather, success relies heavily on fundamental marketing best practices tied to assortment and customer experience. Cult strategist Pedro Porto Alegre touches upon "nine empirical laws of shopping" that retail marketers must know and master. None will help you win an award at Cannes, but each can make your store millions (or billions!) (full article found in the first comment)

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Why agencies lose clients and how to fix it👀 Most agencies don’t lose clients because their work is bad. They lose them because of three silent killers: 1️⃣ Misaligned expectations Clients expect “results” before clear KPIs are even set. Fix: Spend more time onboarding and aligning on measurable outcomes. 2️⃣ Lack of visibility Clients don’t see the progress you’re making. They just see invoices. Fix: Automate reporting and show progress regularly. Visibility builds trust. 3️⃣ Poor communication loops Your team is buried in multiple tools, emails, and Slack messages. Fix: Centralize updates, feedback, and performance data in one place (Synup helps here, by the way, with our white label client portal) Agencies that retain clients longer don’t necessarily do more work; they simply manage relationships better. What’s the biggest reason you think agencies lose clients?

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Creating web content that connects with people and gets results is still a complex work: https://lnkd.in/dp6pf6YV Three main challenges make this difficult: 📱 The biggest hurdle is audience fragmentation. Your users read content differently on social media than on your website. 🌊 Another major obstacle is content saturation. Millions of posts go live every day. Simply posting more often won't help you stand out. 📊 The final challenge is measuring what actually matters. Page views and likes are great, but they don’t cover the expenses. The solution is strategic planning. Every piece of content should align with specific business goals and measurable outcomes. __ #webdesign #webdesigner #website #web #site #webdesigner #websitedesign #clayglobal #claydesignagency #designagency #designstudio #designcompany #design #sanfrancisco #animation #designinspiration #digitaldesign #dribbble #behance

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Developed in partnership with the Association of National Advertisers, the first-ever B2B Brand-to-Demand Maturity Study is now available!   For too long, brand and demand have operated as separate islands in B2B. Different teams, different budgets, different KPIs, different creative platforms. Sound familiar?   At Stein, we believe the unification of brand and demand represents one of the most significant growth opportunities in B2B today.   Following the launch of our Brand-to-Demand Experience (BDX™) model at Cannes 2024 with WARC and LinkedIn, we've partnered with ANA to assess where B2B enterprises actually stand on their maturity journey.   The findings? Eye-opening. ✅ There's a considerable maturity journey ahead  ✅ Significant budget imbalance — favoring demand — persists ✅ Massive benefits are waiting to be realized  ✅ BDX is undoubtedly B2B's go-to-market strategy of the future   Many brands have started this journey toward greater marketing effectiveness and efficiency. Many more are still treating brand and demand in isolation, missing out on the compounding effects of unified strategies. Where do you stand on the brand-to-demand maturity curve?   Download the 2025 B2B Brand-to-Demand Maturity Study for a look at the current state and direction of travel: https://lnkd.in/etnUV8-K   #B2BMarketing #BDX #BrandtoDemand

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This week SMX Advanced Europe, I taught that your goals and mindset dictate your outcomes in SEO, SEM, Content and combat sports. You should priorities conversions and making money for your brand, using its website, as you try to get clicks and impressions. Other wise you are love taping your competition and are fighting with your eyes closed. That doesn’t win fights in the SERPs, streets or the ring. I told them,” When in doubt , knock em out.” Meaning, when in doubt of your goals (or you have poor goals), convert people, have them submit that form, make it easy for them to buy. When in doubt make money, as you get more traffic. Especially in a Zero Click World filled with AI. I showed them how to use AI as a super power to gain visibility, build useful content and generate conversions. I also told some jokes. This clip shows SEO & PPC fighting styles based on your goals. 🤣 I hope you don't fight like this. If you do, there is a better way... Thank you to everyone who was there and to all the other amazing speakers. Marty Weintraub Johan v. Hülsen Luke Marden Lily Ray Ann-Kathrin Reitmeyer Anu Adegbola, mMBA Erica Ylimäki Jes Scholz Phil Nottingham Niki Grant. to name a few. You were all fantastic. Thank you Sandra Finlay and Marina Forstner for putting on a fantastic event. #brandbuilding #smxadvanced #growth #ecommerce #emailmarketing #SEOTIPS #ppctips —————— 🥋 I'm Lavall EVP of SEO & AI Optimization at BarkleyOKRP & MissionOne Media.  I’m a second degree Black Belt, Bareknuckle Karate Champion and do Full Contact Growth Marketing for my clients. 💰 My posts will help you increase search rankings, brand awareness and revenue using Growth Marketing.  🎓 My posts will help you Learn How to Learn to grow your career and business. Liked this post? Want to see more? 🔔 Ring it on my Profile 🔝 Connect with me

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Customers don’t want more platforms. They want one place to hear from your brand, ask questions, and get answers. 📲 With Viber Business Messages, brands can consolidate updates, support, and campaigns into a single conversation thread. The result? Fewer interruptions, better engagement, and a more natural customer experience. 🔗 Learn more on our blog: https://lnkd.in/eMEB3X4n #ViberForBusiness #ViberBusinessMessages #CustomerExperience #SuperApp

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Ever wonder why people say one thing in a survey… but do something totally different in real life? That’s the challenge with traditional market research. It only scratches the surface. Neuromarketing goes deeper. By measuring brain activity and emotional responses, it helps you understand what people actually feel, not just what they say. Instead of relying on guesswork or self-reported data, neuromarketing shows you: 🧠 What grabs attention 💡 What drives emotion 📈 What truly influences behavior It’s not about replacing research. It’s about making it smarter. ➡️ Swipe through for 4 reasons why neuromarketing beats traditional research methods. #Neuromarketing #ConsumerInsights #MarketResearch #Neurotech #EEG #BrandStrategy #BehavioralScience #Emotiv #HumanPotential

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To teams working with marketing agencies, Chances are that your agency is great but: - Your brief is not clear or inexistent - Your communication and feedback is off - You do not have a solidified product and direction opinion inside the team - You did not define the lead decision-maker and have too many voices All of the above ruins everything you paid for.

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