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Adello Magazine 2021: New Generation Marketing

The Art & Science of Hospitality

We at Adello believe that marketing can be exceptional when tied to human behavior. By understanding who, when, where, and how, companies can build trust, awareness, and human-centric brand positioning. This year, we will dive deeper into the most exposed industries and interview top marketing experts to share their vision and recommendations on running a profitable business in 2021.

In this first edition, we focus on the tourism & hospitality industry with Yoann Pahud Hernandez, the Director of Sales & Marketing at The Ritz-Carlton Hotel de la Paix, Geneva. Yoann shared how to deal with the post-pandemic recovery and create new touchpoints with the local audience.

Hospitality in Switzerland is seen more like a science. In Spain, it is treated like art. It is crucial to combine both the science and the excellence in service while keeping an important part of authenticity, being genuine and natural.
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3 Keys to Marketing Success

Today, understanding your audience is not enough for success. Analyzing and influencing their behavior will bring your business to the next level.

In this edition of Adello Magazine, together with Miret Padovani, Director of Marketing & Communications at Badrutt’s Palace Hotel, we focus on the three marketing pillars: Flexibility, Personalization, and Relevance and revealing where to gather behavioral data for your marketing campaigns. Request your free digital copy now.

Marketers should consider different scenarios that might unfold. Most of what’s happening right now in the world are beyond our control, and we need to be ready for change. Flexibility enables us to accept uncertainty without being too committed to a specific plan, campaign, or idea.
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The Power of Data Visualization

In order to stay competitive, companies need to own a data-driven business strategy. In this edition of Adello Magazine, Kate Strachnyi, Founder of DATAcated and DATAcated Academy, will share some insights on why data is important and how to empower your business strategy with data storytelling.

In advertising, data can tell us if a creative was successful, and how people react and interact with it, enabling the marketer to discover new behavioral patterns. Adello’s focus of the month will be on translating creativity into data, by learning how to read and understand heatmaps.

Data represents real life. It is a snapshot of the world in the same way that a photograph captures a small moment in time. Data helps people make informed decisions and can help organizations be more efficient and profitable.
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Marketing in 2021 and beyond

With AI, marketers can serve their customers efficiently thanks to better personalization experiences, an automatic update of their targeting, and the automation of most manual tasks and interactions. In this edition of Adello Magazine, Darrell Alfonso, Global Marketing Operations Manager at Amazon, will talk about the key qualities of marketers, AI, the challenges and opportunities of automation, and how to empower your business with new-gen marketing.

This edition will also feature an article written by Ingo Hoffman, the Founding Partner at AI.FUND, and Managing Director at AI.HAMBURG and ADI Innovation AG. He will guide us through the story of AI and its adoption in marketing and sales, focusing on autonomous retail stores.

Adello’s focus of the month will concentrate on AI and automation in mobile ads. This technology changed digital advertising in many ways, from personalization to enhanced reporting, ad creative building, and it is even used to fight ad fraud.

The two key qualities of marketers that thrived? Agility and execution. Agility in marketing is being able to pivot when plans (or economies) change, and execution is being able to follow through on those changes.
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The Evolution in the B2B Sector

The B2B industry is facing many challenges in this time of economic recovery. 2020 has been a year full of opportunities for some and of paradoxes and difficulties for others. In this edition of Adello Magazine, Silena Severini, CEO, and Founder at LeMarket, will talk about the need for digitalization, the role of experts advisors, the importance of content, community building, and the integration of sales and marketing in the B2B sector.

During the digital transformation of B2B companies, we should not prioritize technology over teams. On the contrary, they are those who, by leveraging technology, will give power to the brand, optimizing resources, achieving more efficient processes, and therefore obtaining more effective results.
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The Art of Storytelling

Do you remember fairy tales, legends, or fables from your childhood? Why did we sincerely believe them, and then, having grown up tell them to our kids? Perhaps, storytelling is the most powerful way to teach, inspire and influence people. Leaving a long-lasting impression, stories can shape the way we think, behave, and select products and services.

Thus, there is a question: how to make a story work for the business, lure the audience, increase awareness, and inspire people? In this edition of Adello Magazine, together with Melanie Borden, a founder of Melanie Borden LLC, brand strategist, and marketing consultant based in New York, we reveal the secrets of storytelling art.

Just remember to tell your marketing story till the “end.” Marketing breaks can lead to very unfortunate consequences. Download your copy to learn why.

Your content should always have a story that ties in with your end goal or the end goal of your business, but most importantly, your storytelling content must help others.
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Mastering Search Engine Optimization

Technological innovations changed the way we search and consume information. While search engine algorithms are getting more sophisticated, ranking high is still crucial for marketers. SEO is not one-ingredient-recipe for more traffic, leads, and sales. Nevertheless, it should be on “the first page” of any marketer’s agenda. In this edition, Damon Burton shares all you need to know to get started with the SEO optimization of your website. What to start with if you are a beginner in SEO? What question should you ask SEO agencies? And what if you don’t even need SEO services at all? Read about mastering the SEO in the new Adello Magazine.

SEO is a funny thing. It’s not hard, but it’s not easy. It’s not fast, but it’s not slow. One thing it definitely is, it can be a gateway to a flood of website visitors that can put money in your bank account.
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