B 2 C

B 2 B

Estera Kaszen

Managing & New Business Director 

👋 Hi. We are SCREENS,
the digital video 
marketing agency

Supercharge your business with video marketing that effectively combines effective sales with consistent brand building. 
We relentlessly use: fresh creativity, the latest trends with measured, reported marketing effectiveness and tangible business results.

In this article you will learn about:

• Key ideas to go
   

• How to bet a big marketing budget on rising trend with minimalizing risk of losses?

• How to validate rising trends?

• Validating Early Patterns of Behavior in Rising Marketing Trends

• Leveraging Adoption Rates to Inform Big Budget Marketing Decisions on Rising Trends

• The Mindset Difference: Amateurs vs. Professionals is also of huge importance in marketing as well as investing

Key ideas about marketers and investors common mindsets in short:

Marketers and investors are two key players who navigate uncertainty and seek opportunities for growth.

Both have to exercise keen eye for identifying und deeply understanding value (of a product, trend, behavioural pattern) or intrinsic value (of company, product).

Both make kind of predictive or to some degree speculative decisions about tapping (investing money, time, efforts) into an emerging trend (i.e. : Metaverse, AI, healthy habits etc.)

So both have to know how properly validate such trend to make investment successful. Here we recommend  for both marketers and investors:
 

- diving deep, profiling, analyzing given companies CEOs and Management Board members
 

- diving deep, profiling, analyzing key influencers tapping into the trend. Inferring from their influence power and decision-making quality, we can estimate how given trend will perform in the marketplace.

However... the Metaverse example teaches us how in todays media landscape some tech-bubbles can rise and fall completely out of control, especially if crypto players pump the trend to sell more coins (inside Metaverse) So again: validate or even characterize the key (here hidden) influencers moral code. We have witnessed so many scams behind the Metaverse bubble. Of course Metaverse as such is a side product of natural evolution of tech-economy relationship and it will have huge moments in years to come.

Both marketers and investors should validate, monitor, optimze their work with investment (in brand or company) along the way. Strategy shouldn't be fixed, it rather should be agile with constant social listening, information patterning and filtering.

Here ideas like sentiment analysis can help to make bets on trends or emerging market phenomena more secure. Long-term mindset, patience, helicopter-view are a must have.

Both should be aware of which metrics use to make their conclusions the most accurate possible. One of the key metrics are adoption rates.

Finally Diffusion of Innovation graph is very usefull framework. As investor say "if something is hitting mass market - it's time to sell.

Introduction

Drawing inspiration from Benjamin Graham's "Security Analysis" and the insightful content of Shane Parrish's "Farnam Street" blog, we uncover the shared principles and strategies that connect these seemingly disparate disciplines. By understanding these parallels, marketers can enhance their decision-making processes.

"Investors Bible" - Security Analysis by Graham and Dodd

Ultimate thinking and decision-making guide from Share Parrish and his legendary Farnam Street blog

The Power of Research

Both marketers and investors recognize the importance of thorough research in making informed decisions. In "Security Analysis" Graham emphasizes the value of analyzing financial statements and digging deep into a company's fundamentals before investing. Similarly, marketers engage in market research, analyzing consumer behavior, and gaining insights into their target audience. By delving into data, both parties uncover valuable information that helps them identify opportunities, understand trends, and make more accurate predictions.
 

Identifying value

Investors seek undervalued assets, while marketers search for untapped market potential. Graham's book emphasizes the concept of value investing, where investors look for securities trading below their intrinsic value. Marketers, on the other hand, constantly explore unmet consumer needs and develop innovative solutions to capture market share. Both disciplines require a keen eye for identifying value, whether it's in the form of stocks or market opportunities, to maximize returns.
 

Managing Risk

Risk management is at the core of both disciplines. Investors aim to minimize risk by diversifying their portfolios and conducting thorough due diligence. Marketers, too, must carefully evaluate risks associated with new product launches, marketing campaigns, or market entry strategies. They employ techniques such as A/B testing, market segmentation, and analyzing consumer feedback to mitigate potential risks and optimize outcomes. In both cases, the ability to weigh risks against potential rewards is essential for long-term success.
 

Long-Term Thinking

Successful investors and marketers share a common trait: they think beyond short-term gains.

Investors adhere to Graham's principle of value investing, where patience is key to realizing long-term returns.

Similarly, marketers understand the importance of building lasting relationships with customers, cultivating brand loyalty, and delivering sustainable value. By focusing on long-term goals, both parties can avoid impulsive decisions driven by market fluctuations or short-lived trends.
 

Continuous Learning

Shane Parrish's "Farnam Street" blog emphasizes the importance of mental models, critical thinking, and multidisciplinary learning. Marketers who embrace emerging technologies, monitor industry trends, and stay attuned to evolving consumer preferences can better position their brands for growth.
 

Marketers and investors share a remarkable similarity in mindset and approach. By adopting principles from Benjamin Graham's "Security Analysis" and integrating insights from Shane Parrish's "Farnam Street" blog, marketers can elevate their decision-making processes. Embracing research, identifying value, managing risks, thinking long-term, and committing to continuous learning are the foundations that both marketers and investors can rely on to navigate uncertainty.
 

How to bet a big marketing budget on rising trend with minimalizing risk of losses?

Betting a big marketing budget on a rising trend can be an exciting opportunity to maximize your returns. However, it's important to approach it with a strategic mindset and minimize the risk of potential losses. 
 

Conduct Through Research

Before investing a large marketing budget on a rising trend, it's crucial to: analyze market data, consumer behavior, and industry micro and macro trends to gain insights into the potential growth and longevity of the trend.

Look for indicators such as sustained consumer interest, increasing adoption rates, and market projections to gauge the trend's viability.
 

Validate The Trend

Once you have identified a rising trend, validate its potential by seeking external validation. Look for credible sources, industry experts, and market influencers who can confirm the trend's credibility. Their insights can help you assess whether the trend aligns with your target audience and industry.
 

Test, Optimize, Feedback loop

Rather than immediately allocating your entire marketing budget, consider starting with a smaller test campaign. This allows you to gauge the effectiveness of the trend within your specific market and target audience. Monitor key metrics such as engagement rates, conversion rates, and customer feedback to evaluate the campaign's performance. Based on the results, refine and optimize your marketing strategy before committing a larger portion of your budget.
 

Diversify Your Efforts

To minimize the risk of losses, consider diversifying your marketing efforts across multiple channels and strategies. This approach spreads the risk and provides you with multiple opportunities for success.

Omnichannel approach to marketing is more budget-effective. For example, allocate a portion of your budget to digital advertising, content marketing, influencer partnerships, or social media campaigns. It is especially worth testing in product and brand campaigns.

Set Measurable Goals and KPIs

Start with North Star - a long term ambitious objective. Then establish clear, measurable goals and Key Performance Indicators (KPIs) for your marketing campaign. This allows you to track progress, measure success, and identify any necessary adjustments. Ensure that your goals align with your overall business objectives and that the chosen trend supports these goals effectively.
 

Continuous Optimization

Once your campaign is launched, closely monitor its performance. Regularly analyze data, track metrics, and gather customer feedback to gain insights into the campaign's effectiveness. Identify any areas of improvement and make necessary adjustments to optimize your strategy. Stay agile and be prepared to adapt your approach based on real-time market dynamics and consumer responses.
 

Risk Mitigation Strategies

Even with thorough research and careful planning, there is always a level of risk involved. To mitigate potential losses, consider implementing risk management strategies. This may include setting budget limits, establishing contingency plans, and closely monitoring return on investment (ROI) throughout the campaign. Continuously reassess the performance of the trend and be prepared to adjust your strategy if necessary.
 

Seek Category-expert Advice

Industry professional's expertise and insights can provide valuable guidance in making informed decisions and minimizing risks.
 

Betting a big marketing budget on a rising trend requires a careful and strategic approach. Thorough research, validation, testing, diversification, goal setting, continuous monitoring, and risk mitigation strategies are all vital elements to minimize the risk of losses and maximize your chances of success.

How to validate rising trends?

Validating rising trends is an essential step before investing resources into them.
 

Here are some effective ways to validate trends:

Influencer profiling and analysis of potential

We would like to propose here concept inspired by Paragon Intel company.

Their value proposition statement is "Through big data and proprietary interviews, we consistently help investors understand how companies will perform based on the executives who run them". We draw analogy from this to marketing bets on rising trends: if you can profile influencers, their strength, potential and commitment to trend, therefore you can estimate how this trend will continue to scale and rise.

Market Research

Conduct comprehensive market research on reputable sources, industry reports, and studies that provide information on the trend's growth potential, market size, target audience, and competitive landscape. Analyze the data to assess the trend's viability and determine if there is a sustainable market demand.
 

Consumer Surveys and Interviews

Collecting first-hand insights from potential consumers can help validate if the trend is resonating with the target market. Engage with your target audience through surveys and interviews to understand their awareness, interest, and adoption of the trend. Ask questions to gauge their perception, behavior, and likelihood of engaging with products or services related to the trend.

Social Listening and Monitoring

Utilize social listening tools and monitor online conversations to gauge the level of buzz and sentiment surrounding the trend. Look for mentions, discussions, and reviews on social media platforms, forums, and online communities related to the trend.

Analyze the tone of conversations and the volume of engagement to assess the trend's popularity and impact on the target audience.

Expert Opinions

Seek opinions and insights from industry experts, influencers, and thought leaders who have a deep understanding of the specific trend or industry. Attend conferences, webinars, or industry events where experts share their perspectives on emerging trends. 

Early Adopter Analysis

Identify and analyze the behavior of early adopters who have embraced the trend. Study their motivations, feedback, and experiences to gain insights into the trend's impact and acceptance among innovative consumers. Look for case studies, testimonials, or success stories that highlight the benefits and results associated with the trend.
 

Competitor Analysis

Examine how your competitors are responding to the trend. Evaluate their marketing strategies, product offerings, and customer engagement related to the trend. This analysis can provide insights into the competitive landscape and indicate the trend's level of adoption and potential profitability.
 

Pilot Programms or Test Campaigns

Consider running pilot programs or small-scale test campaigns to assess the market response to the trend. This allows you to gather real-time data, measure customer engagement, and evaluate the feasibility of scaling up your efforts. Monitor key performance indicators (KPIs) such as conversion rates, customer feedback, and sales to determine if the trend shows promising results.
 

Long-Term Outlook

Assess the long-term sustainability and longevity of the trend. Consider factors such as technological advancements, evolving consumer preferences, and industry shifts that may impact the trend's growth trajectory. Evaluate if the trend aligns with your business objectives and if it has the potential to adapt and thrive over time.
 

Remember that trend validation is an ongoing process, and trends can evolve or fade over time. Continuously monitor market dynamics, consumer behavior, and industry developments to stay informed and adapt your strategies accordingly.

Validating Early Patterns of Behavior in Rising Marketing Trends

Making informed decisions requires validation of early patterns of behavior exhibited by early adopters. By understanding and analyzing the actions and preferences of these pioneering individuals, marketers can gain valuable insights to reassure and inform their own decision-making processes. Here we explore effective strategies to validate early adopter behaviors, providing marketers with the confidence they need to leverage rising trends successfully.
 

Identify Early Adopters

The first step in validating early patterns of behavior is identifying the early adopters within your target audience. Look for individuals or groups who enthusiastically embrace new technologies, products, or ideas. These early adopters are often tech-savvy, opinion leaders, or influential figures within their communities. Social media platforms, online forums, industry events, and market research can help you pinpoint these individuals.
 

Engage In Direct Communication

To gather meaningful insights, engage in direct communication with early adopters. This can be done through surveys, interviews, focus groups, or social media interactions. Develop open-ended questions that encourage early adopters to share their experiences, motivations, and expectations regarding the trend. By establishing a rapport and actively listening to their feedback, you can uncover valuable patterns of behavior that provide insights into the trend's potential impact.
 

Monitor Social Media Channels

Utilize social media listening tools to monitor conversations, mentions, and interactions related to the rising trend. Look for patterns such as hashtags, user-generated content, or discussions that demonstrate early adopter engagement. Analyze the sentiment, frequency, and reach of these conversations to gauge the trend's acceptance and impact among the target audience.
 

Analyze Early Adopter Case studies

Case studies of early adopters who have successfully embraced the trend can provide valuable validation. Research and analyze these case studies to understand their motivations, challenges, and outcomes. Look for common themes, success factors, and obstacles they encountered. By studying these early adopters' experiences, you can gain insights into potential benefits and risks associated with the trend.
 

Conduct A/B Testing

Implement A/B testing to validate the impact of the rising trend on specific marketing initiatives. Create variations of your marketing campaigns—one incorporating the trend and the other without it. Measure key performance indicators such as engagement, conversion rates, and customer feedback to assess the effectiveness of the trend in driving desired outcomes. A/B testing allows you to experiment and validate early patterns of behavior with a controlled approach.
 

Collaborate with Influencers

Partnering with influencers who align with the rising trend can provide significant validation. Influencers who have embraced the trend and garnered a dedicated following can lend credibility to its adoption. Collaborate with influencers through sponsored content, guest appearances, or endorsements to amplify the trend's reach and validate its relevance among their engaged audience.
 

Monitor Early Adoption Rates

Keep a close eye on the adoption rates of the rising trend within your target market. Look for indicators such as sales figures, website traffic, or user sign-ups that demonstrate early interest and uptake. Monitor how these adoption rates evolve over time to gauge the trend's momentum and potential market saturation.
 

Stay Informed and Agile

As with any trend, it is crucial to stay informed and agile throughout the validation process. Continuously monitor industry news, consumer preferences, and competitor activities to identify any shifts or emerging insights. Trends can evolve quickly, and staying abreast of new information allows you to adapt your strategies and decisions accordingly.
 

Validating early patterns of behavior among early adopters is a vital step in confidently embracing a rising trend in marketing.

By identifying and engaging with these pioneering individuals, monitoring social media channels, analyzing case studies.

When evaluating whether a rising trend is worth investing in based on sentiment analysis

Leveraging Adoption Rates to Inform Big Budget Marketing Decisions on Rising Trends

In this chapter, we explore how to professionally utilize adoption rates to guide big budget marketing decisions on rising trends.

Making big budget marketing decisions requires a strategic and data-driven approach. One crucial parameter to consider is the evolution of adoption rates over time, as it provides valuable insights into the momentum and potential market saturation of rising trends.

By analyzing adoption rates, marketers can make informed decisions, allocate resources effectively, and maximize the return on their investments.

Cumulative adoption rates of the top three social media platforms over time

Image source

Define Key Performance Indicators

Before analyzing adoption rates, establish clear KPIs aligned with your marketing objectives. These may include metrics such as sales volume, customer acquisition, website traffic, social media engagement, or product/service subscriptions. Clearly defining your KPIs will help you measure the impact of rising trends on your marketing efforts and determine their effectiveness.
 

Set Benchmark Data

To assess adoption rates, establish benchmark data that represents the initial stage of the rising trend. This data could include early adopter statistics, initial customer feedback, or early market response. This allows you to track the progression of adoption rates and make meaningful comparisons as the trend evolves.
 

Monitor Adoption Rates

Regularly monitor the adoption rates of the rising trend within your target market. Track how the trend is being embraced by consumers, industry influencers, or competitors. Monitor factors such as sales growth, customer acquisition rate, market share, or website traffic related to the trend. 
 

Analyze Adoption Rates Patterns

Analyze the patterns and trends within adoption rates over time. Look for periods of rapid growth, plateaus, or declines in adoption. Assess whether the trend's adoption is consistently increasing, leveling off, or showing signs of saturation. This analysis will help you understand the trajectory of the trend and make more informed decisions regarding the allocation of your marketing budget.
 

Consider Market Saturation

Check Share Of Google Search, Share Of Social, Share Of Chat GPT of investigated trend. Evaluate the potential saturation point of the rising trend within your target market. Determine if the adoption rates suggest a growing saturation, indicating that the trend may soon reach its peak level of acceptance among your audience. Assessing market saturation will allow you to anticipate the trend's lifecycle and make decisions on the optimal timing and allocation of your marketing budget.

Study Competitor Activities

Monitor your competitors' response and engagement with the rising trend. Analyze their adoption rates, marketing strategies, and customer feedback related to the trend. Assess whether competitors are experiencing similar adoption patterns or if they are capitalizing on different aspects of the trend. 
 

Conduct Consumer Surveys

Supplement your analysis by conducting surveys to gather direct feedback from your target audience. Inquire about their awareness, interest, and adoption of the rising trend.

Understand their motivations, preferences, and potential barriers to adoption.

This firsthand information will complement your adoption rate analysis and provide a more comprehensive understanding of your customers' attitudes towards the trend.
 

Stay Agile and Flexible

The landscape of rising trends can change rapidly. Remain agile and adaptable in your decision-making process. Continuously reassess adoption rates, market dynamics, and consumer preferences. Be prepared to reallocate your marketing budget or adjust your strategies based on the evolving trends and adoption patterns.
 

Leveraging adoption rates as a parameter for big budget marketing decisions on rising trends is essential for optimizing your investments.

By monitoring and analyzing adoption rates over time, marketers can gain valuable insights into the:

• ​​​​trend's momentum,
• potential market saturation,
• and overall market potential.
   

Use this data alongside competitor analysis, consumer surveys, and benchmarking to make informed decisions on resource allocation and marketing strategies.

The Mindset Difference: Amateurs vs. Professionals is also of huge importance in marketing as well as investing

Professionals understand that achieving initial success is just the beginning. They embrace a process-oriented approach and continually strive for improvement, accepting feedback and criticism as valuable tools for growth.
 

Embracing the Journey

Amateurs tend to stop once they achieve a particular goal, while professionals view it as a starting point for further advancement. They comprehend that success requires consistent effort and an ongoing commitment to progress.
 

Process over Goal

Amateurs focus on specific goals, often neglecting the importance of a well-defined process. Professionals understand that success stems from a well-established process and prioritize it over short-term objectives.
 

Self-Awareness and Humility

Professionals recognize their areas of expertise, understanding their circles of competence. They actively seek constructive criticism and feedback, knowing that it helps them identify weaknesses and grow.
 

Valuing Consistency

While amateurs may celebrate isolated achievements, professionals emphasize consistency. They aim for reliable performance and strive to repeat success consistently.
 

Failure as a Stepping-Stone

Amateurs often perceive failure as a sign of personal incompetence and may give up easily. Professionals, on the other hand, view failure as a natural part of the learning process. They embrace it, learn from it, and use it as a catalyst for growth and mastery.
 

Dedication to Practice

While amateurs may approach practice sessions with the intent to have fun, professionals acknowledge that what happens in practice directly affects their performance in real-life situations. They recognize the importance of consistent, focused practice.
 

Maximizing Strenghts

Amateurs often concentrate on their weaknesses, attempting to improve them. Professionals, however, leverage their strengths and surround themselves with individuals who complement their areas of weakness. They understand the power of collaboration and delegation.
 

Preparation and Responsibility

Professionals prepare diligently for their endeavors and make decisions individually, accepting responsibility for the outcomes. Amateurs may rely on committees or blame others when things go wrong.
 

Long-Term Perspective

Amateurs may be shortsighted, seeking immediate results, while professionals adopt a long-term perspective. They understand the value of patience, endurance, and delayed gratification.
 

Building Others Up

Professionals focus on uplifting and supporting others, recognizing that collective growth leads to greater success. Amateurs may engage in tearing others down, driven by personal insecurities.
 

Critical Thinking

Professionals engage in second-order thinking, considering multiple perspectives and potential outcomes. They avoid absolutes and think in terms of probabilities, making informed decisions.
 

The distinctions in mindset between amateurs and professionals are numerous and impactful. While amateurs often prioritize short-term gains, professionals adopt a long-term perspective, embracing continuous improvement and a process-driven approach. They understand the importance of self-awareness, learning from failure, and seeking constructive criticism.

By developing a professional mindset, individuals can enhance their chances of achieving long-lasting success and personal growth in various domains of life.

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