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Should brands communicate during a crisis?

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By Cartier Stennis.

We are living in extraordinary times. And while it may not be business as usual, social media data can help us navigate this new norm. By looking at the conversations happening on Twitter and listening to direct feedback from people on the platform, we’ve gained a better understanding of what people expect from brands during this time.

Here’s what we’ve learned based on Twitter data:.

1. People are turning to social media during this crisis.

At a time like this, knowledge can be a grounding force. That’s why so many are logging on to Twitter to stay informed. In fact, as of March 23, quarter-to-date monetizable daily active users (mDAUs) increased by 23 percent year-over-year to 164 million.

It’s about more than information, though. People are turning to Twitter to learn the latest, but they’re also coming to find levity, take a mental break from the pandemic and stay connected with each other during this time of isolation.

This increase in people on Twitter has also led to higher video consumption. There’s been a steady year-over-year growth in video watch time across key categories such as entertainment (85 percent), news (73 percent), creator content (34 percent) and sports (31 percent).

twt1

So what does this mean for the state of ad performance on social media in general and Twitter specifically?

 2. Ad performance remains stable.

Media Rating Council video view rates increased by 5.5 percentage points in March 2020 compared with March 2019 in the U.S., showing that ad receptivity remains strong, as people consume more promoted video content.

On top of that, the brand impact of ads remains healthy. Internal Twitter data from January to February 2020 compared with March 2020 shows that brand effect study results have remained positive. In fact, ad recall and brand awareness metrics increased modestly by 0.3 and 0.6 percentage points, respectively.

3. Ads translate to normalcy for users.

People on Twitter say seeing ads gives them a sense of normalcy. In fact, only 37 percent of people on Twitter in the U.S. believe it’s insensitive for brands to continue advertising as normal. What’s more, there’s particularly strong support for brands that use ads to showcase how they’re supporting their communities.

Now that we know people expect to hear from brands, what should you say?

4. Actions speak louder than words.

Of those surveyed, people on Twitter specifically want to see how brands are supporting others, be it vulnerable individuals (86 percent), frontline staff (82 percent), their own employees (80 percent) and their local communities (77 percent).

twt2

What you say matters. So does the way you say it. People on Twitter are most interested in seeing brands take on supportive (45 percent), informative (44 percent) and positive (35 percent) tones on social media.

When it comes to advertising during crises, don’t steer clear. People want to feel a sense of normalcy in these trying times, and advertising in content they’re engaging with can provide that while positioning brands for the new normal.

Feature Image Credit: Twitter

By Cartie r Stennis.

Sourced from AdAge

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15 Top Common Presentation Mistakes Presenters Make

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By Sam, Editor @ SlideHunter

Presenters should be expected to be excellent in what they do. Their audience relies on them for new information as well as solutions to their would-be problems. Mind you… it takes more than just being comfortable and confident in speaking in front of a crowd. You need to give a well-thought-out, amazing presentation too.

However, there is no such thing as perfect presentations. Same with humans, we are bound to make mistakes – rookies and experts alike. If being a ‘better’ presenter is what you strive to be, worry no more. There is a way to help you achieve that – avoid these common presentation mistakes presenters make.

1. Not defining presentation goal

Here is where most of the presenters make mistakes – they do not define their presentation goal. Even before you plan out your outline, content, you should know what your presentation’s goals are. As a presenter, are you looking to inform, educate, activate, persuade, inspire, or purely entertain your audience?

There is no concrete rule on this, it’s not like you need to choose only one goal then work on it. You can say that you want to educate, inspire, and entertain your audience. Once you have that in mind, you can then proceed to plan out your presentation and meet your goals.

2. Lack of enough preparation

Many times a good presentation is ruined simply because a speaker did not take time to prepare. Remember this: preparation involves attention to both professional and personal aspects.

3. Not enough knowledge on the topic

It is your mission to share additional knowledge to your audience. You want to be that person who can answer their would-be questions. That’s why being ‘just knowledgeable’ with the topic is not enough.

You have to have enough knowledge and information ready. You can tell whether you have that enough knowledge because you can already predict their questions and have the answers right away.

Professional aspects include researching information about the subject, organizing your content, and preparing the visuals needed (presentation slides or handouts). Personal aspects include your body language, the tone of your voice, and whether you are presentable enough to face your audience.

4. Not utilizing the use of visuals for the slides

First of all, your presentations should capture the audience’s attention. You will want them to look at the information you prepared for them. But, nobody likes a dull presentation, right? Admit it, you would not want to listen to a presenter whose presentation is just plain white and text, let alone look at it. That’s why it’s important that you design your slides.

Make use of the tools available in the software. Try out free PowerPoint templates for a beautiful and unified design on each slide. Also, you can incorporate images on each point of your slides. This will not only catch your audience’s attention but also help you convey your point to them.

5. Too much text in one slide

Would you want to look at a slide with nothing but thousands of text in them? Of course not! As presenters, we don’t want to bore our audience with information that will not be useful to them. Here’s the thing, when you put too much info in your slide, your audience would read these rather than listen to you.

One of the most important aspects in presentations: the element of surprise. Keep your audience’s interest by not sharing all the information on your slides. Arouse their curiosity by only giving clues and hints. Then, deliver the main point in verbal discussion.

6. Too many effects and animations on the slides

When text effects and animations are being used and implemented properly, they can do a lot to help alleviate your presentation. But abuse it and you will find yourself with a dizzy audience who probably wants to get out of the room and throw up!

Seriously, you will face the risk of losing your audience’s attention. Also, it will distract them from seeing important points in your slide. Do not incorporate animations and effects on every single aspect of your slide.

Here’s a trick! Before you apply on an animation ask yourself: does this add value to my presentation? If the ‘no’, then drop it. But if the answer is ‘yes’, then, by all means, go ahead and the effect. Stick to simple effects and animations, and don’t overdo it.

7. Not knowing who the audience is

Tailor-fit your presentation to suit the needs of your audience. Before anything else, find out the size and demographics of your audience. To help you, ask yourself questions like what are the positions of the people who are attending? How much knowledge do they have on the topic? What is their native language? What are the cultural expectations that you should be aware of? Consider these factors and you will likely increase the effectiveness of your presentation.

8. Not dressing properly and appropriately

Although we have the freedom to express ourselves through fashion, we can’t just waltz in a conference wearing anything we like, especially if you are the presenter. You want your audience to listen to you rather than pay attention to what you’re wearing.

The best advice – dress conservatively! Whether we like it or not, professionals are expected to dress in a certain way. Do not wear clothes that are too revealing for both men and women. Furthermore, avoid wearing flashy pieces of jewelry, wacky hairstyles, and bright colours.

9. Presenters read the slides

This happens all the time! Presenters just read whatever information there is on the slide. They make the mistake of not engaging with their audience. Chances are, you’re just going to bore your audience to death and guaranteed they didn’t even understand a word of what you’re saying.

10. Use of inappropriate humour

Now, this is where “know your audience first” comes in handy. That process is not just so you can give an informative presentation. More often than not, presenters strive to insert comedic act on their presentations to get the attention of their audience.

One thing to remember is, what may be funny in a certain area/country, can be offensive or taboo in the other parts of the world. And you don’t want that to happen to you, your audience might just storm out of the room because you have unconsciously offended them.

11. Not checking if the file is working

Most of the time, you won’t have a technical team on standby when delivering your presentations, whether you’re doing a one-on-one or in a large crowd. It’s important that you make sure your file is working beforehand.

Test it out in the equipment that you will be using in your presentation. Another trick is to have backups… copy it in another laptop, external drive, or flash drive.

12. Non-functioning equipment

There is nothing more frustrating than finding out the equipment you will be using in your presentation is not working. Unfortunately, much of our work nowadays depend on technology, and no matter how advanced it is it sometimes has some troubles.

Prepare some handouts that include essential and important information on your presentation. So that when this happens to you, you can still go on with your presentation seamlessly.

13. Starting/Ending presentation late

Like you, your audience also has time restrictions. Respect them by starting and ending your presentation on time. If you have a certain time allowance, stick to it. Learn beforehand how many minutes or hours you are allotted with and fit your presentation to it without compromising the quality as well.

14. Speaking in a monotone voice

When presenting, it is important that you convey your points properly to your audience. Don’t speak in a monotone and emotionless voice, trust me, your audience wouldn’t like that. Incorporate different tones in each of your points.

For example, when explaining a piece of major information, use a serious voice. When asking for questions, use a tone that would ignite the audience’s curiosity. It makes the audience intrigued and comes off as you really want an answer to your questions. When it comes to the good news, use a cheery tone.

15. Not making eye contact

Although you’re more knowledgeable of the topic (since you’re the presenter), the audience wants to feel like they are your equals. Presenters always make this mistake – not making eye contact with your audience.

This gives the audience an idea that you are nervous, do not really know anything about the topic, or not interested in delivering the presentation at all. Let me tell you… when that shows off to your audience, they don’t want to listen to you!

Avoid these common mistakes!

The goal here is not to create a perfect presentation. As mentioned, there is no such thing! This does not happen overnight either. It takes patience and a lot of practice to be able to become a better presenter in your respective fields. Master and avoid the mistakes above and it will help you become the best presenter that can offer a fun and informative presentation to your audience!

By Sam, Editor @ SlideHunter 

Image sources:

https://www.pexels.com/photo/black-dart-pink-attach-on-yellow-green-and-red-dart-board-15812/

https://www.pexels.com/photo/working-in-a-group-6224/

https://www.speakwithpersuasion.com/lot-of-text-on-slides/

https://www.pexels.com/photo/man-standing-in-front-of-people-1709003/

https://www.pinterest.ph/pin/795026140453740823/

https://www.pinterest.ph/pin/178525572715617567/

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Generic TV adverts about ‘togetherness’ during coronavirus lockdown aren’t resonating as well as practical messages

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By Josh Barrie

People are more keen to see practical advice

Shoppers much prefer ads with practical messages during the coronavirus lockdown and are shunning generic messages about “togetherness”, new data shows.

Advertising related to the Covid-19 pandemic from brands such as Heinz, Tesco, and Aldi have been the most effective to date, according to analysts Kantar, while ideas from McCain, Nike, and Bird’s Eye have fallen short.

Where Heinz saw success with its campaign to launch 12 million free breakfasts for vulnerable children, which scored well for long-term potential and short-term sales, and Tesco’s “Helps for safer shopping” also invoked a widely positive response, Bird’s Eye’s “What’s for Tea?” TV ad performed poorly, with low memorability and consumers suggesting they were unlikely to engage.

Shoppers want practical advice as well as good humour

Kantar ranked marketing campaigns’ effectiveness out of 100, measuring long and short-term potential in how they resonated with the public, and noting how likely they would be to lead to sales.

The data shows brands focusing on what they are actively doing to help people during the virus outbreak have proven more successful than those trying to push sentimental messages about pride and a common purpose.

Nike’s “Play for the world” campaign, for example, wasn’t disliked, and sparked some emotion, but failed to cut through, Kantar said.

While Aldi’s lighthearted relaunch of its Kevin the Carrot series, a recent Christmas hit, not only reminded consumers of happier times, but also looked to raise money for the NHS.

Empty campaigns without a clear, specific message aren’t as memorable

“An unwritten set of category codes gets established because these key moments are considered essential to conveying what the product is and what it does,” Kantar said.

“If you’re a deodorant brand for example you need to show wetness, armpits and the product being applied. This is often accentuated further when the brand doesn’t have anything different to say about itself versus other alternatives.

“The brands that win out are those that pursue a creative and distinctive creative platform, through a powerful and original human insight that resonates deeply, or through a unique brand vision or purpose,” Kantar says.

“Ads that reference the current situation but don’t have anything different to say to the next brand, struggle to cut through. They don’t make the featured brands feel different to other alternatives and they aren’t strongly building love towards the brands either.”

Feature Image Credit: Tesco has produced a helpful campaign (Photo: Getty)

By Josh Barrie

Sourced from iNews

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Instagram is making it easier to delete comments and block people to crack down on harassment

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By Rob Price

  • Instagram is adding new features to combat online harassment.

  • The Facebook-owned app is making it easier to block multiple people at once, letting users pin comments on posts, and introducing tools to restrict who can tag users.

  • Instagram has been criticised in the past over its use as a platform for online bullying.

  • The new features were announced alongside the latest version of Facebook’s Community Standards Enforcement report.

Instagram is making it easier to block people and delete comments in a bid to crack down on harassment. The app is also adding the ability to pin comments on posts.

On Tuesday, the Facebook-owned photo-sharing app announced a bunch of feature that are, it says, collectively intended to “mark the continuation of our effort to lead the industry in the fight against online bullying.”

Instagram users will be be able to delete up to 25 unwanted comments on a post at once, instead of one-by-one. Similarly, users will be able to block multiple people at the same time. The app is adding a feature that will allow users to “pin” certain comments made on posts, which the company said in a blog post “gives people a way to set the tone for their account and engage with their community by pinning a select number of comments.”

And thirdly, Facebook is letting users set restrictions on who is able to tag and mention their account on Instagram. It can be set to everyone, only the people that the user follows, or no-one.

Instagram has largely escaped the scandals that have bedeviled its parent company Facebook over the past few years — but it has been criticized by some over its alleged impact on mental health and its role in online harassment. In 2018, an investigation by The Atlantic detailed numerous instances of harassment on Instagram, headlined bluntly: “Instagram Has A Massive Harassment Problem.”

The company has since made efforts to work on the issue, rolling out new tools to control what comments can appear on users’ posts, and using artificial intelligence to monitor for potentially bullying comments.

Tuesday’s new features were announced alongside the publication of Facebook’s twice-yearly Community Standards Enforcement report — a report on Facebook’s content moderation work, and how it policies its social networks for harassment, hate speech, and other illegal or objectionable content.

Facebook also announced on Tuesday that it has created a new dataset of more than 10,000 “hateful memes,” that it is sharing with researchers so they can develop technologies to help defend against hate speech online.

Feature Image Credit:Adam Mosseri, head of Facebook-owned Instagram. Reuters/Beck Diefenbach

By Rob Price

Sourced from Business Insider

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From PepsiCo to GM, Big Advertisers Set to Cancel Commitments to TV Networks

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Companies are seeking to take advantage of options that became available May 1 to cancel up to 50% of third-quarter spending

Big advertisers from General Motors Co. GM -1.05% to PepsiCo Inc. PEP -1.07% to General Mills Inc. GIS 2.80% are seeking to walk back spending commitments they made to broadcast and cable networks, a dynamic that is testing the industry’s five-decade-old way of doing business.

TV ad spending fell in the initial weeks of the coronavirus pandemic, but was insulated from an even bigger drop. That is because the majority of the roughly $42 billion spent on national TV ads in the U.S. is bound by contractual commitments that are made well in advance of a new TV season, which starts each September.

Under those “upfront” deals, the first real opportunity since the pandemic struck for advertisers to cut back future spending commitments began May 1. Companies now have the option to cancel up to 50% of their third-quarter ad spending.

Many companies are seeking to take advantage of that option to varying degrees, including General Motors, PepsiCo, Cracker Barrel Old Country Stores Inc., General Mills, Domino’s Pizza Inc. DPZ 0.12% and pharmaceutical giant Sanofi SA, according to people familiar with the discussions.

Ad buyers estimate that roughly $1 billion to $1.5 billion in commitments for third-quarter ad spending could be cancelled. “The cuts are going to be pretty deep,” said Dave Campanelli, chief investment officer at media buyer Horizon Media.

Advertisers have had these options in their contracts for years, but exercising them to this extent is unusual, ad buyers said.

Marketers are worried about the ability to sell their products in a prolonged economic downturn, and aren’t certain what programming networks can put on the air, given the near-total shutdown of production in Hollywood. Fox on Monday became the only major broadcaster so far to put out a fall schedule.

Owners of broadcast and cable networks, from Comcast Corp. CMCSA -2.24% ’s NBCUniversal to ViacomCBS Inc. VIAC 1.16% to Walt Disney Co., DIS -2.98% are trying to prevent big cracks in a major pillar of their businesses and are struggling to forecast what will happen to ad spending in coming months. ViacomCBS Chief Executive Bob Bakish said on a quarterly earnings call last week “it’s not pretty,” while AMC Networks Inc. cautioned ad revenue would drop about 30% in the second quarter.

Beyond the “upfront” ad market, companies can also buy ads closer to when they air, and that spending has also taken a big hit.

Some ad executives expect the pandemic will accelerate the shift of TV ad dollars to other marketing channels including streaming-video services and tech giants such as Alphabet Inc.’s Google and Facebook Inc. “We’ve seen a lot of great returns with Facebook and Instagram,” said Chris Brandt, chief marketing officer at Tex-Mex chain Chipotle Mexican Grill Inc., which has shifted some dollars out of TV.

A spokeswoman for General Mills said the maker of Cheerios cereal is shifting some TV advertising dollars into digital video and e-commerce, areas where it is seeing people spend an increasing amount during the pandemic. General Motors, PepsiCo, Domino’s Pizza and Sanofi declined to comment. A Cracker Barrel spokeswoman had no immediate comment.

As movie theaters sit empty during the coronavirus pandemic, some films are being released direct to streaming services and digital platforms, shaking up a distribution model that’s been in place for decades. WSJ explains.

When companies realized the severity of the coronavirus crisis in March, they raced to get out of or postpone their ad spending commitments with networks.

“There were dozens and dozens of calls saying, ‘we need to get out of this now,’ ” said a network executive. “It was very hard to be on the phone and not be human.”

In March and April, networks were under no obligation to offer any breaks. Advertisers can generally cut up to 50% of their commitment for a particular quarter only if they notify networks roughly 60 days ahead of time. That window had already passed for the second quarter.

Tense negotiations ensued in the normally clubby world of Madison Avenue. Networks ultimately chose to offer relief to the companies in the hardest hit industries such as travel, restaurants, automotive and specialty retail. Companies canceled ad spending or shifted it to later quarters in 2020.

As a result, national TV ad spending in certain categories—sectors such as automotive, retailers, liquor, and pharmaceuticals—declined about $2 billion, or an estimated 30%, to $4.82 billion from Feb. 17 through April 26, compared with the same period a year earlier, according to ad-tracking firm Kantar Media.

When May arrived, the calls started coming to networks again, and this time many companies had the right to cancel deals under their contracts. Some advertisers have delayed their decisions on whether to cancel spending until later this month, in hopes they will have better visibility, according to media and ad executives.

Some media executives, including ViacomCBS’s Mr. Bakish, are hopeful ad spending will actually improve in the third quarter, especially if the National Football League resumes play Sept. 10, as it intends to.

Attention will soon turn to negotiations over ad spending commitments for the 2020-2021 TV season. The TV industry has operated on a calendar starting in September since 1962, when ABC decided to launch all its programs after Labor Day. That was the week new car models were unveiled and advertised. The calendar took firm hold in the 1970s.

Normally, networks pitch their new programming around May in glitzy New York City events and negotiate ad deals for the fall soon thereafter. This year, the live-events were canceled, and most executives believe deal making will drag out and likely happen in stages. Some advertisers want to delay the process several months; others see an opportunity to lock in rock-bottom prices if they do deals now.

Advertisers will push for more flexibility in their next round of contracts so that they can pull money out more easily if there is a second wave of coronavirus infections, ad executives said. Networks will likely charge a premium for that flexibility, media executives say.

“We will be surprised if the volumes are not down dramatically,” said Michael Levine, senior research analyst at Pivotal Research Group.

Feature Image Credit: PepsiCo is one of several advertisers looking to cut back future spending commitments made to TV networks. Photo: Pepsico/Associated Press

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Write to Suzanne Vranica at [email protected]

Sourced from The Wall Street Journal

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H&M and Footlocker are overhauling how you stand in line

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By Lilly Smith

Philips’s new system enforces social distancing before you even go into the store.

Retail stores are starting to open in some states—but that doesn’t mean your shopping experience will be the same.

Philips Professional Display Solutions, a branch of the company behind everything from refrigerators to toothbrushes, has designed a line management system called PeopleCount for stores to use after reopening. If you’ve been through the checkout line at a busy Whole Foods, which uses screens to tell you what register to go to, the experience might feel familiar. But this design has another purpose: It determines who can even come in the door.

The system has a few key parts: a camera that tallies how many people enter and screens near the entrances that display real-time messaging such as capacity, number of people inside, and wait time. (The screen can also display promotional messaging—these are businesses, after all.) The displays can make audio announcements or use a traffic light-style system to communicate with customers.

[Image: Philips]

Once the screen indicates the store is at capacity, shoppers will have to wait in a line outside until somebody leaves and it’s safe to enter. The system can also connect to automatic doors, so they only open when there’s space for more people to go inside, without needing an employee to monitor the situation. The system is being installed in some major retailers such as H&M, Primark, and Footlocker before they reopen, and Philips is in talks with other organizations in Europe and the U.K., although it declined to provide more information.Philips’s screens are just one solution to the question of how to reopen retail while keeping people safe from COVID-19. On the lo-fi end, stores are putting masking tape, paint, or colored circles on the ground to help people keep the proper distance. Stores such as Bandier are thinning out the products on display so as to create more space, while Warby Parker plans to have an employee regulate the number of customers coming through the door.

“Something as simple as visiting a supermarket or entering a leisure setting may now require a new level of thought,” Roeland Scholten, sales director at Philips Professional Display Solutions, said in a statement. “Technology can play a huge role in ensuring the current rules and guidelines are maintained and that customers and staff feel confident, safe and well informed.”

Of course, people counters aren’t new, but sharing that information publicly in order to direct consumer behavior is. Installing clear signage with real-time messaging could offer peace of mind and inspire consumer confidence that the store is following social distancing protocols. But unless these are utilizing existing cameras or counters, privacy advocates are likely to wonder if efforts to regulate social distancing will open up new opportunities for surveillance. With one camera for every 4.5 people in the U.S., companies install more?

Feature Image Credit: [Image: Philips]

By Lilly Smith

Lilly Smith is an associate editor of Co.Design. She was previously the editor of Design Observer, and a contributing writer to AIGA Eye on Design. More

Sourced from Fast Company

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IKEA warns customers after explicit video of woman shopper goes viral

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Shoppers are reminded to ‘maintain a good shopping environment’

IKEA is reminding customers that its DIY business model applies only to the furniture.

The Swedish furniture giant’s statement comes after an explicit video of a half-clothed woman inside a China store went viral, according to multiple reports.

IKEA China said it is increasing security inspection of its showrooms, sales areas, parking lots and blind spot areas in stores. Stores will also strengthen cleaning and disinfection protocols in the showrooms, sales areas and customer service areas, in addition to its regular maintenance and cleaning procedures.

“We are strongly against and condemn this kind of behavior and have already reported to the police in the city of the suspected store,” IKEA China told FOX Business in an emailed statement Tuesday. “IKEA is committed to continuously providing the consumers with home inspiration and creating a safe, comfortable and healthy shopping experience and environment.”

The company is calling on customers to “maintain a good shopping environment” while perusing the aisles, and employees are being reminded to report suspicious personnel to security.

It is unclear when the video was filmed, however, the lack of masks in the footage suggests it was filmed pre-coronavirus. The virus first surfaced in the city of Wuhan in late December. Within a matter of weeks, the second-largest economy in the world was brought to a standstill in an effort to mitigate the spread.

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The woman has yet to be identified and the video has since been scrubbed from social media in China, where citizens reportedly face hefty repercussions for indecent exposure.

Feature Image Credit: Workers walk outside an IKEA store in Hangzhou in east China’s Zhejiang province. (Feature China/Barcroft Media via Getty Images)

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Sourced from FOX Business

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I’m Selling As Hard As I Can, Why Aren’t You Buying?”

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By Tim Hughes

The problem is very simple.

The world has moved on.

I grew up in a world where the only games in town was sending letters and cold calling, there was no internet and no email.  Yes there was such a world.

We stopped sending letters, why? because email meant it saved us the price of a stamp.  Again the world had moved on.

Just look at this research from Simon Kemp.

“that 4.57 billion people now use the internet, an increase of more than 7 percent since this time last year. Social media users are growing even faster, up by more than 8 percent since April 2019 to reach 3.81 billion today.”

“social media users around the world have both increased by more than 300 million over the past twelve months”

and there are “Big jumps in digital activity, especially in countries that have seen the strictest COVID-19 lockdowns”

The world has switched to digital.

I was on a webinar today and said “everybody hates advertising, cold calling and emailing. Why? Because it’s based on interruption“.

And the penny dropped with the interviewer.

As a seller you may hate that, but that’s the world we live in.  Social media has changed society and changed how we do business.

We all have mobile phones, we all can buy things (and do) without talking to a sales person. So when we see an advert, we get a cold call and a cold email ….. it pisses us off.  Why? Because you have interrupted us and we know that you contacting us like this is so old fashioned and out moded.

Why Don’t People Buy Through Cold Calling and Email

Because you cannot build relationships … especially in a world of no face-to-face meetings

Because You cannot build trust …. why would I trust you after you pissed me off and we are living in a world of no face-to-face meetings

Because you cannot prove you are an expert and help the client

Because are savvy to your manipulative questioning

Because you are too busy running around trying to “qualify” sales rather than being able to only focus on deals you can win.

Because you are too focused on being liked by everybody

Because you don’t have the depth of relationship to convince the buyer

Because advertising, cold calling and email does not scale – it takes you far too long to build multiple relationships across a business

Because your methods are efficient … if you take cold calling 1 min of effort, translates into 1 min of output effort. With social you can take 1 min of effort and turn it into thousands of minutes output.

Because, because, because …..

This is your Leadership Moment.

While other analogue managers are going to stick with what they did in their 30s.  “It was good for me then, so it can be good for me now”.  We so often hear.

Covid19 has accelerated the need to move to digital and social.

You know as well as I do that you and your team need to be fitter and stronger and have embraced digital and social by the time we get out of this crisis.

Social Selling Business Case

We expect each of the people we train in social selling to be able to make (if they do what we say) at least one additional meeting per week.  Let’s assume that 4 of those meetings turn into proposals and you close 1 of those proposals.  That means you are closing one additional deal per quarter.  If your average deal size is $100,000, then each sales person is closing an additional $400,000 per year.  As sales team of 10 will create $4 million additional revenue per annum.  This isn’t a one off, this is every year. Forever!

The Low Risk Approach

Here at DLA Ignite, we are not pivoting, we have been transforming companies to use social and digital for four years.  We have the track record, we also know what when we run our social selling programs the results are repeatable and predictable.  In fact, we have done this so many times that we are a low risk option.

If you want to get out of this mess, maybe it’s time to talk to us.

https://www.linkedin.com/in/timothyhughessocialselling/

We make dozens of prospecting calls, send hundreds of emails. We find customers with some level of interest, then do everything we can to convince the customers to buy our products.

https://partnersinexcellenceblog.com/im-selling-as-hard-as-i-can-why-arent-you-buying/

By Tim Hughes

Sourced from Digital Leadership Associates

 

 

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Cookieless Targeting Finds Its Way Into Online Advertising From Unlikely Tech Companies

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Attempting to find a solution to Google’s cookie shutdown, companies have begun rolling out alternatives to targeting. Infutor on Tuesday introduced a cookieless identity data product aimed at dealing with difficult ad-targeting challenges.

The tool, Total Mobile Ad ID Solution, launched with data exchange BDEX. The company gained early access to provide brands, retailers and agencies with digital identity data through Infutor’s platform. The goal is to combat marketers’ dwindling reliance as browsers like Google Chrome stop supporting third-party cookies.

During the past year, Infutor has been making investments in identity offline as well as digital in general. Specifically, the company has been working on a digital graph with an opt-in privacy compliant system where hashed emails tie to mobile ad IDs, explains Brian Burke, VP of product at Infutor.

“It gives us a strong sense of the device owners that allows us to build a more determinate and accurate view to help customers understand what devices consumers use,” Burke said.

The idea is to get past an environment where advertisers rely on third-party cookies by linking a hashed email to a device ID without disclosing the owner. This is done through a one-way encryption algorithm that does not allow the company to backtrack through the data to determine its origin. Although the brand may only have a fraction of the information, additional data from Infutor ties together the data without disclosing personal information.

BDEX ingests Infutor’s Mobile Ad ID and hashed email database of about 350 million digital devices and 2 billion MAID/hashed email pairs. This includes a Confidence Score on the recency and frequency of pairing, giving marketers the probability of a pair being active.

Ideally, linking anonymous digital identities to first-party CRM data in a privacy-compliant way improves audience segmentation, personalized messaging and digital and programmatic onboarding rates.

Infutor is not the only company that believes it has found the solution. Atlanta-based ad tech company Clickagy, which has technology that can track more than 1.5 billion devices in the U.S. and filter the world’s online behaviour in real-time, recently released a tool it calls Privacy Clusters.

Most of the solutions in the cookieless world have one of three major vulnerabilities: scale, fraud, or future-proof. Some email-based solutions check all privacy-compliant boxes, but only achieve between 5% and 10% scale, and zero visibility to fraud introduced by publisher greed, according to the company. There’s no audit trail.

It’s important to remember that cookieless targeting emerged because consumers do not want to be tracked. Rather than trying to hide the tracking device, Privacy Clusters concedes that one-to-one prospecting isn’t the future, so it “micro groups” individuals across devices, including Apple’s without needing consent. The company claims its privacy compliant in every country worldwide.

Privacy Clusters act as a cookie replacement, where any existing analytics, attribution, or behavioural data technologies will continue to work, and there is zero reliance on cookies or any form of PII data.

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@lauriesullivan,

Sourced from MediaPost

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Consumers Don’t Think Brands Should Stop Advertising During Coronavirus Pandemic

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By Jasmine Enberg

rands are pulling or pausing their ad spending as the COVID-19 crisis puts a strain on their businesses, but new research shows that consumers may not want them to stop advertising altogether.

A March 2020 survey by GlobalWebIndex asked internet users in 13 markets whether brands should continue advertising as normal. Nearly four in 10 US respondents ages 16 to 64 agreed, and a similar share (35%) were neutral, compared with 28% who disagreed. (The global results were on par with those in the US, at 37%, 36% and 27%, respectively.)

US Internet Users Who Agree that Brands Should Advertise as Normal During the Coronavirus Outbreak, March 2020 (% of respondents)

In another March 2020 survey from Kantar, just 8% of consumers in 30 countries thought that stopping advertising should be a priority for brands. But 77% of respondents said they wanted advertising to “talk about how the brand is helpful in the new everyday life,” and 75% said it should “inform about [the brand’s] efforts to face the situation.”

That suggests that while consumers don’t expect brands to abandon advertising, brands should rethink their strategies. Campaigns that were planned pre-pandemic may no longer be appropriate as consumers clamor for information about how the crisis is being handled and how they can stay safe. That includes information about how brands are responding to COVID-19.

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GlobalWebIndex’s research offered guidance on what those efforts should be. In the US, 80% of internet users agreed that brands should provide flexible payment terms, 70% said they should offer free services, and 66% said they should close nonessential stores. Another 59% of respondents agreed that brands should suspend normal factory production to help produce essentials.

Further evidence of consumer receptiveness to coronavirus-related brand messaging comes from advertising analytics company Ace Metrix. Research published in mid-March showed that 86% of US ad viewers were open to brands mentioning COVID-19 in their ads. More than four in 10 (42%) respondents said any mention was OK, which was roughly on par with the number who said it depended on the message or brand (44%).

Brands that continue to advertise during the pandemic may be concerned about their ads appearing against coronavirus-related content. Those fears are understandable, but they may be unwarranted. In a March 2020 survey by Integral Ad Science (IAS), 78% of US internet users said their view of a brand whose ad was adjacent to coronavirus coverage would be unchanged vs. just 16% who said they would have a less favorable opinion.

US Internet Users' Attitudes Toward Brands/Products with Digital Ads Adjacent to Coronavirus Content, March 2020 (% of respondents)

Despite consumers’ openness, advertisers should still tread carefully. As with other social or mission-based advertising tactics, companies can still get COVID-19 messaging wrong. Brands perceived as taking advantage of the situation or not taking it seriously may face backlash. In the Kantar study, 75% of respondents said that brands “should not exploit [the] coronavirus situation to promote the brand,” and 40% said they “should avoid humorous tones.”

By Jasmine Enberg

Sourced from eMarketer

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