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Pandemic Marketing’s Consumer Paradox: Force For Good Vs. Exploitation

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Pandemic-related marketing is creating a paradox of perceptions among American consumers, with a significant majority seeing both as a “force for good,” as well as “trying to take advantage” of the situation. That’s the top line finding from a “Coronavirus Pulse” fielded earlier this month by global marketing researcher GfK.

“Seventy-eight percent of consumers agree (strongly or somewhat) that companies have been acting as a “force for good” as the country copes with COVID-19’s effects,” the GfK report finds, adding: “But 68% also say that they have noticed companies “trying to take advantage” during the crisis.

The study — which was conducted among a nationally representative sample of Americans from April 10-14 — is significant, because 83% of the respondents said that the way brands conduct themselves during the crisis will impact whether they do business with them in the future. That’s up from 73% when GfK asked the same question in late March.

 

Not surprisingly, price gouging is one of the top ways that Americans see brands “taking advantage” of the situation, especially for essential products in short supply such as hand sanitizer.

While half (50%) of GfK’s respondents blame other Americans for hoarding large quantities of such products, a quarter (24%) said marketers that make the products are responsible for he price gouging, while 26% blame large brick-and mortar stores and 32% blame online retailers.

GfK also discovered potentially negative perceptions of retailers that keep their stores open during the crisis.

“Four in ten (40%) Americans say that companies that keep their doors open “in spite of everything” are putting their workers at risk, while just 30% view those companies as helpful,” GfK noted.

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@mp_joemandese,

Sourced from MediaPost

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These 25 Technology Trends Will Define The Next Decade

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By Bernard Marr

We may not be living on Mars or traveling to work using jet packs, but there’s no doubt the coming decade will bring many exciting technological advances. In this article, I want to outline the 25 key technology trends that I believe will shape the 2020s.

1.     Artificial intelligence (AI) and machine learning. The increasing ability of machines to learn and act intelligently will absolutely transform our world. It is also the driving force behind many of the other trends on this list.

2.     The Internet of Things (IoT). This refers to the ever-growing number of “smart” devices and objects that are connected to the internet. Such devices are constantly gathering and transmitting data, further fueling the growth in Big Data and AI.

Today In: Enterprise Tech

3.     Wearables and augmented humans. What started with fitness trackers has now exploded into a whole industry of wearable technology designed to improve human performance and help us live healthier, safer, more efficient lives. In the future, we may even see humans merge with technology to create “augmented humans” or “transhumans.”

4.     Big Data and augmented analytics. Big Data refers to the exponential growth in the amount of data being created in our world. Thanks to augmented analytics (highly advanced data analytics, often fueled by AI techniques), we can now make sense of and work with enormously complex and varied streams of data.

5.     Intelligent spaces and smart places. Closely linked to the IoT, this trend is seeing physical spaces – like homes, offices, and even whole cities – becoming increasingly connected and smart.

6.     Blockchains and distributed ledgers. This super-secure method of storing, authenticating, and protecting data could revolutionize many aspects of business – particularly when it comes to facilitating trusted transactions.

7.     Cloud and edge computing. Cloud computing – where data is stored on other computers and accessed via the internet – has helped to open up data and analytics to the masses. Edge computing – where data is processed on smart devices (like phones) – will take this to the next level.

8.     Digitally extended realities. Encompassing virtual reality, augmented reality, and mixed reality, this trend highlights the move towards creating more immersive digital experiences.

9.     Digital twins. A digital twin is a digital copy of an actual physical object, product, process, or ecosystem. This innovative technology allows us to try out alterations and adjustments that would be too expensive or risky to try out on the real physical object.

10. Natural language processing. This technology, which allows machines to understand human language, has dramatically changed how humans interact with machines, in particular giving rise to…

11. Voice interfaces and chatbots. Alexa, Siri, chatbots – many of us are now quite used to communicate with machines by simply speaking or typing our request. In the future, more and more businesses will choose to interact with their customers via voice interfaces and chatbots.

12. Computer vision and facial recognition. Machines can talk, so why shouldn’t they “see” as well? This technology allows machines to visually interpret the world around them, with facial recognition being a prime example. Although we will no doubt see greater regulatory control over the use of facial recognition, this technology isn’t going anywhere.

13. Robots and cobots. Today’s robots are more intelligent than ever, learning to respond to their environment and perform tasks without human intervention. In certain industries, the future of work is likely to involve humans working seamlessly with robot colleagues – hence the term “cobot,” or “collaborative robot.”

14. Autonomous vehicles. The 2020s will be the decade in which autonomous vehicles of all kinds – cars, taxis, trucks, and even ships – become truly autonomous and commercially viable.

15. 5G. The fifth generation of cellular network technology will give us faster, smarter, more stable wireless networking, thereby driving advances in many other trends (e.g., more connected devices and richer streams of data).

16. Genomics and gene editing. Advances in computing and analytics have driven incredible leaps in our understanding of the human genome. Now, we’re progressing to altering the genetic structure of living organisms (for example, “correcting” DNA mutations that can lead to cancer).

17. Machine co-creativity and augmented design. Thanks to AI, machines can do many things – including creating artwork and designs. As a result, we can expect creative and design processes to shift towards greater collaboration with machines.

18. Digital platforms. Facebook, Uber, and Airbnb are all household-name examples of digital platforms – networks that facilitate connections and exchanges between people. This trend is turning established business models on their head, leading many traditional businesses to transition to or incorporate a platform-based model.

19. Drones and unmanned aerial vehicles. These aircraft, which are piloted either remotely or autonomously, have changed the face of military operations. But the impact doesn’t stop there – search and rescue missions, firefighting, law enforcement, and transportation will all be transformed by drone technology. Get ready for passenger drones (drone taxis), too!

20. Cybersecurity and resilience. As businesses face unprecedented new threats, the ability to avoid and mitigate cybersecurity threats will be critical to success over the next decade.

21. Quantum computing. Quantum computers – unimaginably fast computers capable of solving seemingly unsolvable problems – will make our current state-of-the-art technology look like something out of the Stone Age. As yet, work in quantum computing is largely restricted to labs, but we could see the first commercially available quantum computer this decade.

22. Robotic process automation. This technology is used to automate structured and repetitive business processes, freeing up human workers to concentrate on more complex, value-adding work. This is part of a wider shift towards automation that will impact every industry.

23. Mass personalization and micro-moments. Mass-personalization is, as you might expect, the ability to offer highly personalized products or services on a mass scale. Meanwhile, the term “micro-moments” essentially means responding to customer needs at the exact right moment. Both are made possible by technologies like AI, Big Data, and analytics.

24. 3D and 4D printing and additive manufacturing. Although this may seem low-tech compared to some of the other trends, 3D and 4D printing will have very wide applications – and will be particularly transformative when combined with trends like mass-personalization.

25. Nanotechnology and materials science. Our increasing ability to understand materials and control matter on a tiny scale is giving rise to exciting new materials and products, such as bendable displays.

Read more about these 25 key technology trends – including practical examples from a wide range of industries – in my new book, Tech Trends in Practice: The 25 Technologies That Are Driving The 4th Industrial Revolution.

 

Feature Image Credit: Adobe Stock

By Bernard Marr

Sourced from Forbes

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8 ways life could be different after cities reopen and quarantine ends

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Mandatory face mask use all day long. Plexiglass dividers between you and everyone else. Temperature taking at schools. Trying on clothes while wearing plastic gloves. Coronavirus antibody testing before you’re cleared to return to the office. These are some of the measures that could go into effect as the coronavirus lockdown restrictions ease across US cities and states, and around the world.

The pandemic is far from over. New coronavirus infections are still occurring and public health officials are keeping track of a recently reported mystery illness that appears to be related to COVID-19 and is affecting children. Amid the fears and concerns over a second coronavirus wave, businesses are slowly reopening in an effort to keep flagging economies from collapse.

But when will it happen, and what will life be like? Here are some ways that certain sectors of society could reopen, from restaurants to gyms. Keep in mind that your local situation could differ, and that this story updates frequently as the global coronavirus changes.

Restaurants and bars: Hours, service, masks or no?

Many restaurants are already open for some combination of delivery, take-out or curbside pickup. As restaurants reopen, those that allow dine-in customers may place patrons six feet apart and restrict capacity by, say, half, in order to uphold social distancing. You might order through a plexiglass divider at a counter, or your server might stand at a distance or wear a mask.

Menus might be disposable, or laminated and disinfected after each use. Servers could also wear plastic gloves. In the warmer months, it’s possible we’ll see outdoor patios opened to a limited number of seated orders, with tables and chairs sanitized between parties. Limited hours are probable. In Austria, for example, restaurants, cafes and bars will reopen May 15, but must close at 11 p.m., Reuters reported.

The most significant challenge dine-in service faces is the inability to wear a face mask while eating. If the coronavirus can transmit through droplets when you speak and breathe, in addition to spreading via coughs and sneezes, eating indoors could be riskier. It also isn’t clear if air conditioning causes air flow patterns that could infect healthy diners if a customer winds up being asymptomatic. It’s worth noting that the World Health Organization has said airplane ventilation systems present a fairly low risk of transmission.

How shopping malls come back to life, changed

Simon, the largest shopping mall property in the US, announced that it will reopen malls in over 20 states by May 16. Not every store within the mall may open at once. For example, individual retailers may choose to keep their doors shut. To help limit the spread of COVID-19, single-use items like shopping bags and coffee cups will be used exclusively, and shoppers will be encouraged to wear face masks. Employees definitely will be.

Store hours will be limited, for example from 11 a.m to 7 p.m. most nights, closing early so cleaners can rigorously disinfect common areas and bathrooms. Every other urinal will be off-limits to encourage social distancing, and there are protocols in place if employees get sick.

You may have to line up outside a shop to go into a crowded shop, and it isn’t clear if there will be rules about touching items or trying on clothes.

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Like many businesses, gyms put people — and their bodily fluids — in close proximity.

César Salza/CNET

Airplanes and airports: More pleasant, or less so?

Face masks post-security and during your long flight? How about limited meals or only bottled water to drink? Most airline lounges are closed to help slow the spread of the coronavirus. One journalist described his recent flight as “worse than I thought it would be,” describing withering looks and frayed nerves, despite the fringe benefits of no middle seats, quiet airports and quick trips through security. Here’s what the major US airlines are doing now.

Gyms, hair salons, movie theaters

Essential businesses such as grocery stores, pharmacies and hardware stores are open, but smaller retail shops, like clothing boutiques, hair salons and malls, often aren’t. It’s likely that as these stores reopen, the number of customers allowed in at the same time could be based on the size of the retail space, as is the current situation in Germany, according to The Guardian.

As with American shopping malls, hygiene precautions could also be put in place, like sanitizing your hands before and after leaving the business, and wearing face masks or coverings. It’s possible that some services might be temporarily suspended if they put people’s faces too close together.

Senior hours are already in effect in many grocery stores — giving people over 65 the opportunity to shop before the general population could carry over to these other retailers.

coronavirus-empty-stores-closed-5316
Many businesses have begun using cashless payments and a safety precaution.

James Martin/CNET

Schools and universities: Staggered schedules?

The question on every parent’s lips: When will schools reopen? In some countries, it already has, with students subject to temperature checks, distance seating and rules about how often to wash hands and how many children can play together at once. Denmark was among the first European countries to reopen schools, at least for younger students. Beijing and Shanghai reopened classes for older students, with both teachers and students wearing face masks.

Where schools are closed, school administrators, government officials and teachers are all scrambling to create policies that keep students from potentially transmitting the virus when doors reopen. Some municipalities are exploring the potential to stagger student meals and schedules throughout the day.

coronavirus-hiking-outdoors00987
Many trails are closed to discourage people from gathering.

James Martin/CNET

Beaches, hiking and nature trails

The Grand Canyon, Yellowstone and large parts of Yosemite National Park are closed as part of the National Park Service’s coronavirus prevention efforts, but some will see phased reopening. For instance, the Great Smoky Mountains is reopening in a phased approach.

Many local beaches and nature trails are too, to discourage groups of people from congregating. Meanwhile, in Florida, Gov. Ron DeSantis has given municipalities the authority to reopen the economy and outdoor spaces, with social distancing practices in place. Jacksonville’s mayor officially reopened beaches during set hours and limited gatherings to 50 people.

Concerts, sports, amusement parks and other major events

The state of Georgia is lifting lockdown restrictions that would see gyms, tattoo parlors, hair salons and elective medical procedures reopen as long as distancing and hygiene guidelines are enforced.

Meanwhile, major gatherings worldwide continue to be canceled, including Germany’s iconic annual Oktoberfest celebration, the 2020 Tokyo Olympics and most major sporting events. Amusement parks like Disneyland and music festivals that attract large crowds are also closed, cancelled or postponed until further notice.

Lockdown could happen again, we’re warned

One continuous refrain from public health officials is that reopening economic and social life too soon could trigger a resurgence in coronavirus cases and deaths related to the COVID-19 disease. Anthony Fauci, director of the US National Institute of Allergy and Infectious Diseases, warned of continued outbreaks if states open prematurely.

Meanwhile, Germany’s chancellor, Angela Merkel, lifted restrictions, but warned that a second wave of infections could come. She echoed the words of WHO leader Tedros Adhanom Ghebreyesus who said, in a coronavirus briefing last month, that “lifting restrictions too quickly could lead to a deadly resurgence.”

It happened in Singapore, which was thought to have the coronavirus outbreak contained and under control before more cases erupted. In China, a spike in positive cases has reportedly resulted from travelers reintroducing the virus upon their return.

Whichever phase of reopening you’re in keep in mind these seven things you shouldn’t expect to do when lockdown ends, 16 practical coronavirus tips to help stay safe in public and information about what to do if someone you live with gets sick.

Feature Image Credit: Will you still need to wear a face mask when the world reopens? James Martin/CNET

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Sourced from C/NET

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Consumers are Loyal to Experience, not Brands

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By Ted Rubin

It’s not just the brand, product or price, IT’S The EXPERIENCE…. especially now when Health at Safety are the top of everyone’s list!

Think about your favorite song or artist and consider why it’s your favorite. Do you remember when you first heard it? Does it transport you back to a certain time in your life? It may not be the ‘best’ song you’ve ever heard on a technical level, but it means something unique to you because of the way that you experienced it. If you happened to be listening to a different song frequently at that important time in your life, perhaps that one would be your favorite instead.

While we interact differently with art than we do with brands, there’s no doubt that our personal experience with a brand plays a more important role in where we shop than any name, logo, or marketing materials. That personal experience is often a reflection of the brand’s overall commitment to the customer. The consumer’s interactions with employees, trust in the company, quality of service, ability to get what they need, when they need it, and so many more factors shape a consumer’s experience with a brand. If the experience isn’t there, then the consumers won’t be either.

Unless you make the brand the experience

The most effective brands understand that the experience is what matters most to consumers, and that brand loyalty can evaporate instantly if the experience no longer delivers what the consumer is seeking. If you want the consumer to be loyal to your brand, then you need the brand to be synonymous with the experience that it represents. Making that happen takes work, because loyalty must be earned, and the process of earning loyalty never really stops.

You don’t need me to tell you that Amazon is the behemoth of online retail, or that it offers an experience that is hard for many brands to replicate. For most of us, the Amazon experience is very familiar and is constantly associated with the brand. The selection of products, prices, diverse services, convenience, marketplace and innovation of Amazon is the experience. If you’re a loyal Amazon customer, then that experience is likely what drew you in and keeps you coming back.

But what about small, mid-sized, or chain businesses that have nowhere near the clout of Amazon? Why do you buy your hardware, automotive supplies, food, or anything else you need at one local store instead of another? So often, it comes down to the quality of the people, and the small, meaningful connections that you build with the brand over time. If a smaller business remembers you, caters to your needs, makes you feel welcome, stocks your favorite items, and helps you find what you want in a quick, convenient way, then it’s creating an experience that earns your loyalty.

Never be satisfied with a substandard experience

In fact, don’t even be satisfied with an excellent experience. Always look for new ways to make your brand more valuable to consumers, and never take their loyalty for granted. The experience can always be improved, and there will always be competitors working hard to earn the loyalty of your customers. If you don’t adapt, they will.

Every consumer is a micro-influencer, because ‘everyone influences someone.’

Ultimately, the experience is what defines your brand, and not the other way around. Consumers are simply too savvy. They read reviews, compare their experiences with others, and they’re not afraid to speak up when the experience is substandard. This makes every consumer a micro-influencer, because ‘everyone influences someone.’

Warby Parker is a great example of experience defining the brand. Its product is not the best, BUT it is good enough… because the experience is outstanding in every way. It is not simply a company that ‘gets’ the OmniChannel experience, it exercises the concept of being OmniPresent… be where your customers are, and be prepared to deliver and communicate in the way they prefer. The store shelf is now wherever the consumer wants it to be.

The good news is that, when the experience is a consistently positive one, consumers are willing to speak up about that, too. Smart brands understand the influence that each consumer wields, and work to create an experience that causes consumers to use their influence in a positive way for the brand. A referral alone isn’t close to enough to build brand loyalty, but it does provide the opportunity to show one more consumer why your experience is worth their loyalty. #WeAreInThisTogether… Be Safe Everyone.

 

By Ted Rubin

Sourced from Medium

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Become a Photography Entrepreneur

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Sourced from https://erickimphotography.com

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Rachel Brenke: “Here Are 5 Things You Need To Know To Create A Very Successful Podcast”

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By Jason Hartman

Brand, brand, brand. Put yourself out there — no matter the topic. Podcasts are done with voice and people want connection.

part of my series of interviews about “5 things you need to know to create a very successful podcast”, I had the pleasure of interviewing Rachel Brenke.

Rachel Brenke is the head attorney behind TheLawTog® — the legal resource for photographers, RachelBrenke.com, FitLegally®, and the host of The Business Bites Podcast®.

As an MBA, business consultant, multi-state licensed attorney, she knows the ins and outs of what goes into running a business AND how to legally protect yourself. Not only does Brenke have real world entrepreneurship experience, but she combines this with her intellectual property law and business knowledge to provide a one-stop resource to help protect your business.

Her resource is currently helping creative industry professionals all over the world initiate, strategize and implement strategic business and marketing plans through various mediums of consulting resources and legal direction.

With hundreds of thousands of visitors a year, TheLawTog.com has become the go-to legal resource in the industry. Pair this with the international stages that have held TheLawTog’s teachings, you’re sure to learn a lot from Brenke. Brenke’s experience and teachings have been featured on CreativeLIVE, WPPI, Professional Photographers of America, Business Insider, TedX, International Business Times, and more.

As a mother of five, Army Veteran spouse, Team USA Athlete, and IronMan competitor — she understands that life is busy, and we don’t have time to mess around.

Disclaimer: I am a lawyer but I’m not your lawyer! View my entire disclaimer here

Websites: https://rachelbrenke.com

Facebook: https://www.facebook.com/RachelBrenke2/

Instagram: https://www.instagram.com/rachelbrenke/

Thank you so much for doing this with us! Before we dig in, our readers would love to get to know you a bit more. Can you tell us a bit of your “personal backstory? What is your background and what eventually brought you to this particular career path?

hen I was back in elementary, middle-school, I knew that I would never fit into a box. I was always giving my teachers suggestions on how they could do things better. As you can guess, it wasn’t very well-received. Fast forward a few years, I’m in college studying criminal law and married. We had our first son, and I realized that I didn’t want to work for someone else’s dreams and goals. At that point, I really dug into learning business. I got my MBA and then later went to law school. I was doing photography while in law school and realized the need for photography-related legal education. Eventually, TheLawTog® was born to help photographers with their legal needs and education.

Can you share a story about the most interesting thing that has happened to you since you started podcasting?

Due to my exposure through podcasting and speaking my story was picked up by Ironman Tri and NBC Sports. I was invited to compete as a featured athlete in the 2018 Ironman World Championships and had cameras follow my whole journey.

Can you share a story about the biggest or funniest mistake you made when you were first starting? Can you tell us what lesson or takeaways you learned from that?

My biggest mistakes were spending time on things that didn’t’ require my fingers or time. I tried to be the best house cleaner and homemaker when it was taking away from my business time.

How long have you been podcasting and how many shows have you aired?

My first show kicked off in June 2016. Currently, we have 117 episodes with more scheduled!

What are the main takeaways, lessons or messages that you want your listeners to walk away with after listening to your show?

My goal with each episode is to give quick bites of education with actionable steps that business owners can take now. I’m pretty transparent with mistakes I’ve made and lessons I’ve learned so hopefully they don’t have to learn the hard way.

In your opinion what makes your podcast binge-listenable? What do you think makes your podcast unique from the others in your category? What do you think is special about you as a host, your guests, or your content?

Most of my episodes are 15–20 minutes. I recognize that entrepreneurs are busy, so I want to give them valuable education as well as valuing their time. I own my own businesses, so the education I give is real-time and things I’m currently using myself. When we are vetting guests for the show, we look for people that fit our client avatar and have topics that they will relate to the best.

Doing something on a consistent basis is not easy. Podcasting every work-day, or even every week can be monotonous. What would you recommend to others about how to maintain discipline and consistency? What would you recommend to others about how to avoid burnout?

Don’t try to do everything on your own. Also, batch-processing is a life-saver. My team works towards finding guests or brainstorming topic ideas if I’m recording solo. They make sure to get the guest terms signed and guest assets turned in, and then I do the interviews. I try to record multiple episodes at a time, and I have set days every week that I schedule interviews on. Once the episodes are recorded, then my team works on getting them ready to post on the website and links and assets out to our guests. We try to have extra episodes ready to go because we all know that life happens…especially when we aren’t expecting it.

What resources do you get your inspiration for materials from?

I have a Facebook group for TheLawTog® where I get some of my topics. I just listen to what people are asking about and needing. When I see the same questions being posed over and over, then I will record an episode about that topic. I don’t just look at my group though. I pay attention to what is going on all through social media. Sometimes things come up in my own businesses that inspire topics as well.

Ok fantastic. Let’s now shift to the main questions of our discussion. Is there someone in the podcasting world who you think is a great model for how to run a really fantastic podcast?

One of my favorite podcast hosts is Amy Porterfield

What are the ingredients that make that podcast so successful? If you could break that down into a blueprint, what would that blueprint look like?

Identifying your audience avatar and combining that with the unique selling proposition. The USP is not only the niche but the format of shows and platforms where the shows are delivered.

You are a very successful podcaster yourself. Can you share with our readers the five things you need to know to create an extremely successful podcast? (Please share a story or example for each, if you can.)

  1. Identifying the target listener avatar — down to their specific demographics, characteristics, preferences and name
  2. Identifying a unique selling proposition — Identifiying aand putting out what makes you different than other similar podcasts
  3. Focusing on specific format — this goes along with the avatar — what is your avatar interested in? Solo? Interviews? Long form? Quick?
  4. Focusing on specific platform s- whereis your avatar? Spotify? Apple? Or prefer a native podcast player.
  5. Brand brand brand. Put yourself out there — no matter the topic. Podcasts are done with voice and people want connection.

Can you share some insight from your experience about the best ways to: 1) book great guests; 2) increase listeners; 3) produce it in a professional way; 4) encourage engagement; and 5) the best way to monetize it? (Please share a story or example for each, if you can.).

  1. Sometimes, we have people reach out to us about being on the show. We go to their websites and look at their blogs and social media. If we feel they may be a good fit, then we move on to the next steps. When we come across someone we want on the show, we reach out via email telling them why we would like for them to be on the show and why we think they would be a great fit for our audience.
  2. The podcast is hosted on multiple platforms including iTunes, Stitcher, Spotify, etc. We also have it posted on our website with show notes and links to related episodes and other tools and resources that can further their education. The day the episode airs, we post episode graphics across our social media channels. If we had a guest, we provide them with a graphic to use as well.
  3. We have a defined workflow that we use to make sure we stay consistent from show to show. Each episode has its own board in Monday.com with each step of the workflow. This allows others to step in and fill in when necessary. We use email templates for different parts of the process, changing them up to personalize for each guest. By doing this, we ensure that steps aren’t forgotten.
  4. To encourage engagement, we link to the Business Bites Facebook group on every episode page. We post 3 times a week for each episode; each post also has a link back to the episode. Every episode also has a link to a downloadable guide available only to members of the FB group. Our 3 posts consist of a link to the episode with a blurb saying what it’s about, an engagement question relating to the topic, and we end the week with a quote from the show. Anytime someone comments, one of us is there to reply to try to keep the conversation going.
  5. We have just recently started taking sponsorships for our shows. I’m also an affiliate for Amazon and other businesses and will link different resources from there.

For someone looking to start their own podcast, which equipment would you recommend that they start with?

A computer and an internal microphone. Turn on quick time, throw a blanket over your head to reduce sound and done!

Ok. We are almost done. 🙂 Because of your position and work, you are a person of enormous influence. If you could inspire a movement that would bring the most amount of good to the greatest amount of people, what would that be? You never know what your idea can trigger. 🙂

I would want to impress on quality of life over business. No matter how much we love business — life is more important.

How can our readers follow you online? Instagram: @rachelbrenke @businessbitespod. Facebook: @rachelbrenke2 Website: https://rachelbrenke.com

By Jason Hartman

Sourced from Medium

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UK ad spend hits lowest ebb since 2009 crash, but recovery is set for 2021

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By Rebecca Stewart

Over the past three months, UK marketing budgets have declined at their fastest rate since the 2008/9 global financial crisis. However, marketers’ spending is poised to start recovering from the shockwaves of the pandemic by 2021.

According to the quarterly Bellwether report from the Institute of Practitioners in Advertising (IPA) – which draws data from a panel of around 300 UK marketing professionals from the UK’s top 1000 firms – the spread of Covid-19 has caused sweeping cuts to all forms of marketing activity from UK firms.

The IPA found that a net balance of -6.1% of UK companies had slashed their budgets since the start of the year. The sum was calculated by tallying the percentage of respondents showing an improved revision to their marketing budgets minus those that indicated a fall. 25% of respondents recorded a budget cut, compared to 18.9% signalling growth.

The figure marks a notable swing from the final quarter of 2019 when the net balance stood at +4.0%, buoyed by a degree of political certainty presented by Boris Johnson’s decisive election victory. The figures also come at a time when big global brands including Coca-Cola, Budweiser and Airbnb are freezing or reallocating advertising spend.

When it comes to which areas have been impacted most, market research budgets were identified as the worst hit by Covid-19 cutbacks, with a net balance of -21.0% of companies reporting a downturn.

This was closely followed by events at -15.9%. Elsewhere, PR was the next worst off at -14.3%.

Though not a single strand of the marketing mix has seen growth since January, for British businesses, direct marketing and sales promotions were among those to observe the slowest reductions, with net balances of -6.6% and -7.2% respectively.

There have been repeated warnings from the likes of Warc that Covid-19 could bring about a global ad recession. The accompanying suggestion is that marketers should invest in brand-building campaigns if they wish to emerge from the crisis in a strong position, a strategy that’s been adopted by the likes of clothing retailer Next. However, the IPA noted that the key brand-building category (which includes online video, TV, cinema and radio) had recorded its strongest downward revision since 2009 at -9.9%.

‘A sobering snapshot’

For the IPA’s director general Paul Bainsfair, the numbers offer a “sobering snapshot” of the initial impact the global pandemic has had on advertisers’ budgets.

He observed how fieldwork for the Q1 Bellwether Report closed just a few days after UK government enacted the official lockdown, adding: “These are undoubtedly the toughest overall trading times that any business and indeed any marketer will have ever experienced, but while we suspect the fuller, sharper extent of this global pandemic to be captured in Q2 data, the hope from this report is that we will see a more upbeat end to the year.”

Given the extreme degree of uncertainty surrounding the UK at present, the IPA Bellwether Report ad spend forecasts could be subject to “substantial revision” in the future as the impact of coronavirus on the UK economy becomes clearer in line with the release of official data statistics, which at present are lacking.

The IPA Bellwether Report has used IHS Markit’s latest forecasts for GDP, consumer spending and business investment which assume an extended lockdown to May but then a gradual reopening of parts of the economy.

IHS Markit estimates that GDP will contract by -4.3% in 2020 as a result of the coronavirus pandemic, under which scenario the historical relationship with ad spend implies a -13.7% decline in expenditure. However, as the current situation is clearly unprecedented, there is an unusually high degree of uncertainty pinned to these forecasts, with risks tilted to the downside.

Consequently, 2021 may also pose a difficult year for marketers as the recovery spills over and Brexit negotiations creep back in. The IPA Bellwether Report forecasts that ad spend will rise modestly in 2021 (by +1.0%), before seeing more robust growth in 2022 onwards when the economy is more stable.

To achieve this return to growth will require UK marketers to make “bold decisions,” asserted Bainsfair, who acknowledged that when recession looms it is “understandable” if businesses try and shore up short-term profits by tightening the purse strings.

“However, as our evidence from past downturns shows, unless companies are saving cash simply to survive, or because they can no longer supply advertised services, cutting ad budgets – relative to competitor spend – is a high-risk strategy,” he went on.

“Such a move exposes firms to losing market share, forgoing sales and delaying the recovery of profits in the long term. Those brands that hold their nerve will gain extra share of voice which will achieve competitive gains.”

‘Survival mode’

The Bellwether data also showed a sharp deterioration in both company-specific and industry-wide financial prospects during the first quarter. This will come as a blow to agency giants, who in line with diminishing client budgets have had to introduce a series of cost-cutting measures to safeguard their own businesses.

Sentiment around own-company prospects moved into negative territory, reversing the marginal improvement seen at the end of last year which followed the partial decline of political uncertainty after the general election.

A net balance of -26.0% of firms felt less optimistic towards their company-specific financial prospects, down sharply from +1.0% in the previous quarter to the lowest since the global financial crisis in 2009. Almost half (46%) of panel members were pessimistic, compared to approximately 20% who said they still foresee growth.

Fran Cowan, vice-president of marketing, International Advertising Association (IAA) the report, though far from optimistic, offers an opportunity to apply learnings from previous times of crisis.

“Companies that maintain some marketing efforts will most likely reap the rewards and rebound quicker,” she said, agreeing with Bainsfair. “However, it’s important to do this in a controlled way. Now is the time to carefully consider where marketing budget is best spent, to look after employees, partners and suppliers as well as protect brand images.”

She continued: “Luckily in the UK, we have an industry that pulls together during these times. We’ve already seen some great collaborative thinking and initiatives that support the notion of ‘advertising for good’.”

Joe Hayes, Economist at IHS Markit and author of the report said firms are still very much in survival mode, reallocating funds to service liabilities and keep the business alive.

“This is critical to ensure that they can keep staff on the payroll, which will give their businesses the best chance to recover when the time comes. It will also support the economy on a broader scale if people remain employed and are earning, as they will be in the position to go out and spend when the lockdown is over.

“Positively, it seems that a number of firms expect a quick economic recovery and are planning to boost marketing budgets later in the year.”

Feature Image Credit: The IPA found that a net balance of -6.1% of UK companies had slashed their budgets since the start of the year

By Rebecca Stewart

Sourced from The Drum

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12 Things Top Companies Do To Make Flexible Work Successful During Coronavirus (and beyond!)

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By Jacob Morgan

This is part of LinkedIn’s new Newsletter Series. To get weekly exclusive CEO interviews, and insights on leadership, the future of work, and employee experience hit the “subscribe” button above!

With the current pandemic, millions of people around the world are working from home. This will likely continue over the coming months but even after the pandemic is over, I expect we will see a dramatic rise in flexible work arrangements. However, in order for these efforts to be successful organizations need to use a new set of digital technologies and embrace a new way of working, something I wrote about way back in 2012 with my book, The Collaborative Organization.

At the time I had the opportunity to work with and research hundreds of organizations to see how the very best were making use of digital technologies to connect people to each other and to information around the world (especially applicable to flexible work). Technology is the central nervous system of every organization but it can be tricky. After all no two companies are alike in terms of strategy, budgets, teams, corporate cultures, and the like. So how can we know what makes some organizations successful?

The answer lies in chess…

I happen to be a huge chess fanatic. I play competitively, take lessons with a grandmaster, and study several hours a week. Did you know that there are more possible moves in a game of chess then there are atoms that exist in the universe? Chess is virtually an infinite game yet somehow we have grand-masters who are always at the top. How do they succeed in this infinite game? They identify patterns and look for identifiable scenarios. This same approach is applicable for getting teams to work together in virtual environments using technology. So having said that, here are the 12 common habits or success factors for these collaborative organizations.

By the way, my new, Future Leader Masterclass just went live, based on interviews with 140 CEOs. It’s totally free and will teach you the 4 mindsets and 5 skills that are most crucial for future leaders. Get access here.

Jacob Morgan, 12 Habits of Collaboration

Lead by example

If leaders at your organization don’t use and support collaboration and communication tools and strategies then why should anyone else? Leaders are very powerful instruments to facilitate change and encourage desired behaviors. So if you want to make flexible work arrangements work, then make sure your leaders are on the front lines.

Individual benefit vs corporate benefit

For those who might be hesitant, don’t focus on the overall corporate value and benefit of flexible work programs or collaboration technologies. Employees want to know how change will impact them on an individual basis. How will this make their jobs and lives easier? That’s the messaging and the story-telling you need to focus. There’s a difference between, “this will save the company $520,000 a year” vs “this will help make sure you can attend the important family events in your life.”

Strategy before technology

Before rushing to pick that shiny new collaboration and communication platform focus on developing a strategy which will help you understand the “why” before the “how.” This is crucial for the success of any collaboration initiative. You don’t want to be in a position where you have deployed a technology without understanding why. Especially during this pandemic, make it clear what the desired goals are so everyone is on board.

Learn to get out of the way

By trying to enforce and police everything, you stifle collaboration and communication within your organization and eventually employees won’t want to take advantage of either the technologies or the programs that you offer. Some best practices and guidelines are fine to have but let your employees do what they need to do.

Listen to the voice of the employee

We are always so adamant about listening to the voice of the customer, what about the voice of the employee? When going down the collaboration road within your organization it’s important to make employees a part of the decision making process from step one. Listen to their ideas, their needs, and their suggestions and integrate their feedback into your technology and strategy.

Integrate into the flow of work

Collaboration should never be seen as an additional task or requirement for employees. Instead collaboration should fit naturally into their flow of work. For example, with my virtual team of ten employees turning on Skype every morning and looking at what’s going in Asana is how we all start our day, it’s not an afterthought or something additional we do…it’s how we get things done.

Create a supportive environment

If your organization focuses on rewarding employees for individual performance as the main driver of success then it will become quite hard to encourage employees to share and communicate with each other (digitally or physically!). Why would they want to? There is nothing wrong with rewarding employees for great performance but it’s also crucial to reward teamwork. For example organizations can make a percentage of an employee’s bonus tied to how well they collaborate with their co-workers. A supportive environment also means having training and education resources available for employees as well as evangelists within the organization. Considering today’s environment this could be something as simple as how to look great on a video conference call or how to run a virtual meeting successfully.

Measure what matters

There are a lot of things that an organization can measure but it doesn’t mean that all of these things should be measured. Focus on the metrics that matter to your organization and the ones that are tied back to a business case. Some organizations focus on “busy” metrics such as comments submitted or groups created. Others focus on metrics such as engagement (defined as how connected and passionate an employee feels about the company and the work they do).

Persistence

I believe that collaborative initiatives shouldn’t be pilots they should be corporate initiatives. This means that after COVID-19 passes, we shouldn’t go back the old ways of doing things. These efforts can certainly take time but if the organization makes the decision that collaboration is the direction they want to go down then that’s it. No giving up and no turning back. Moving forward, organizations cannot succeed without connecting their employees and their information. Making collaboration work isn’t an option it’s THE option.

Adapt and evolve

It’s important to remember that collaboration is perpetual. It’s a never ending evolution as new tools and strategies for the workplace continue to emerge. This means that it’s important for your organization to be able to adapt and evolve as things change. Keep a pulse on what’s going on in the industry and inside of your organization. This will allow you to innovate and anticipate. So many organizations were caught off guard by this pandemic because they had neither the tools, the training, the leadership, or the guidelines to help make flexible work successful.

Employee collaboration also benefits the customer

While customer collaboration and employee collaboration do solve very different and unique problems, employee collaboration has tremendous value to your customers. Employees are able to provide a better experience and superior support by being able to tap into internal experts, information, and resources which can be used to help customers. Consider a customer that is working with a support representative who unfortunately does not know how to solve the customer’s problem. The employee however has access to the entire organization to find the right information and share it with the customer. This isn’t possible without technology.

Collaboration can make the world a better place

Perhaps the most important principle of collaboration and using these emerging technologies is that they can make the world a better place. Sure, collaboration can make our employees more productive and benefit our customers. But collaboration also allows employees to feel more connected to their jobs and co-workers, reduces stress at the workplace, makes their jobs easier, allows for more work freedom, and in general makes them happier people. This means less stress at home, less arguments with spouses, and more time to spend with loved ones. Collaboration not only positively impacts the lives of employees at work but also at home.

Some of the 12 principles above are a bit easier and more immediate to implement. However, in the long run, it’s going to be crucial to focus on all 12 principles to help ensure success with flexible work arrangements including strategy and technology.

By Jacob Morgan

Sourced from LinkedIn 

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How to respond to Design “over the counter” requests

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By Enrique

Picture this situation. A Product owner/manager/lead …. comes to you with a new request in the middle of the sprint, typically out of nowhere:

“We are building this new functionality and we need you to add some colour, logos and make it look pretty.”

How you, as a designer, respond to this request in the next 30 seconds will impact the way you and your Design team is perceived in the organization, the value you are capable to produce and your personal self/steem. So do not take it lightly and be ready.

How to answer to these kind of requests?

Do not say Yes… right away.

If you are a bit like me, you would be inclined to think that this person knows better. He knows the product and most of all, he knows who is going to use it and what is best for the user. He is in charge of the product right? So you just have to be helpful here and do what he asks.

This is not always the case. Before reacting, take a deep breath and follow the Design process you are familiar with in your projects.

1/ Start by asking questions.

You need to know more. These questions will help you get a better context of the task, frame its scope and help you make better design decisions. Some questions you need to ask are:

  • Can you tell me more about this Functionality?
  • How was originated?
  • Who asked for it?
  • What is the main purpose?
  • Who does it benefit?
  • Is there any documentation I can have a look at?
  • Is there anyone else I should talk to?

At this point, you do not want to feel like you are avoiding a simple task by asking a bunch of information so you may want to stop and explain why you need this. I recommend being humble but firm, and make clear that the more you know about the problem, the better you can provide a solution ( it could be just colouring, adding some branding, refocusing the entire functionality itself or even questioning its value).

2/ Draft a plan.

Once you have the information you need, the typical question you will face is:

When can you have it done?

Again, take your time here and do not try to give a deadline in a rush. You need to take a deep look at the information, sit on it for some time (depending on the magnitud of the task) and draft a plan. So the best way to answer could be something like:

“let me review the information and come back to you with a plan in the next X (hours, days..).”

Your plan does not have to be fancy or super detailed, but make sure it contains at least the following:

  1. Name and brief description of each tasks.
  2. Estimated date of start and completion of each task.
  3. Team members working on each task.

My sketchy plan

3/ Share the plan.

This is where you communicate what it would take to accomplish the job without compromising experience nor functionality: the ideal scenario.

The hardest part here is making sure you communicate effectively what you need and why you need it in order to deliver your best work. Be ready to engage in difficult conversations and if you do, be honest and understanding. Think that the person who first approached you with a simple task in mind may find himself now with an unexpected project or an out of timeline or budget situation. State clear that you are on the same side and you want to help, be flexible if needed but set the limits you consider best to produce your work. You want to deliver quality. Then, adjust the plan if necessary and reach an agreement in which everyone feels comfortable.

4/ Do your magic.

Execute the tasks the way you do it normally and keep the owner in the loop. Give him frequent updates by showing your work in progress, prototypes or any material that you think appropriate. Ask for feedback to verify you are in the right track. Iterate and improve.

In the end, it all comes down to having a work process and stick to it no matter who requests a new task or when he does it.

This will help keep you organised, give visibility of the work you do and raise awareness about the fact that Design is much more than colouring screens.

By Enrique

Sourced from Medium

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4 of the Best Advertising Apps for Android

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It is a known fact: That advertising through social media is the trend in creating a buzz for different businesses.

But do you ever wonder how these form of advertising gets done?

Well, wonder no more since there are advertising apps for Android devices that will teach you how to sell your products or contents in a much better way.

Here’s the thing…

Business management is not as easy as you think it is since it takes a lot of time and effort to create a successful business. So, it’s such great news that there are now apps that can help you in your business ventures.

There’s nothing wrong with traditionally managing a company if that is what you prefer. But, knowing that there are apps that can make your management process much quicker and easier is such a relief, and there’s no shame in using those applications.

But how do these advertising applications work?

Well, you create some form of an advertisement like a picture, a video, or a gif with these advertising apps. Then some of these apps might also question you about a bunch of information that can help your advertisement’s reach. It will ask your goal, target location, budget, and more. There are also a few of these apps that will let you know the stats of your advertisement like if your ad is gaining the traction you expect it to.

Cool, right?

Now, we know how hard it can be to look for the most suitable apps for yourself. It can take too much time to check out all the available applications on the market. So, to help you with your search, we curated this list of the best advertising apps for Android devices. Without further ado, let’s get to it.

The Best Advertising Apps for Android Devices

Advertising is an essential part of the business, and there are tons of ways to execute it. Now, with the technological advancement that’s happening, it is no wonder that there are now businesses that use social media as their medium for advertising their products. And to make it even more convenient for companies, there are apps that they can use for making these ads.

So, if you are one of those people that are looking for the best advertising apps for Android, then look no further, and let’s get started.

  1. Campaign Making in the App

    But, those are not the only great things you can get from this app.

    The Google Ads app offers companies to see the statistics of their campaigns in real-time. It shows the impressions and clicks it gets from viewers. The app even gives high-impact recommendations on how to optimize the ad’s performance. Nifty, right?

    And if you are not satisfied with your pitch’s traffic, then you can call or chat Google Ads’ support. This way, you can get an expert’s opinion in improving your ad’s performance by giving strategic insights.

    advertising apps

    Categorizing of the Campaign and Setting of Budget

    Note: Contains in-app purchases.
    download advertising apps on google play

  2. Online Ad Maker for Google & Facebook Ads

    advertising apps

    App Logo

    If you are looking for a stylish ad maker that is in with the mass currently, then this is the app for you. This online ad maker for Google and Facebook is produced by Desygner Pty Ltd.

    I have to be honest that in my experience, as you create an online advertisement for your product or business, you might have a hard time on how to start. You may have a gist of what you want it to look like, but do not know what to do first. Well, if you also experience this, then this ad making application is right for you.

    advertising apps

    App’s Homescreen

    The app helps users to create a picture advertisement for their products. It gives templates or blueprints of easy to do and pleasing to the

  3. Google Ads

    google ads

    App Logo

    Google Ads is an advertising application offered by Google LLC to business owners. With this app, you can create and keep track of your online campaigns on the go.

    This application gives businesses a chance to create their own advertisement on the Google site. You can choose what are the headlines you want for what you want to sell. Once you have decided what the announcement would look like, then you can add a link that would lead to the item or product you are advertising.

    After choosing and placing all the necessary text for your ad, you can choose how much you want to pay for it. How much you pay will equate to the estimated number of clicks and reach you can get for your advertisement.

    advertising apps

Campaign Making in the App

But, those are not the only great things you can get from this app.

The Google Ads app offers companies to see the statistics of their campaigns in real-time. It shows the impressions and clicks it gets from viewers. The app even gives high-impact recommendations on how to optimize the ad’s performance. Nifty, right?

And if you are not satisfied with your pitch’s traffic, then you can call or chat Google Ads’ support. This way, you can get an expert’s opinion in improving your ad’s performance by giving strategic insights.

advertising apps

Categorizing of the Campaign and Setting of Budget

    1. Note: Contains in-app purchases.
      download advertising apps on google play

  1. Online Ad Maker for Google & Facebook Ads

    advertising apps

    App Logo

    If you are looking for a stylish ad maker that is in with the mass currently, then this is the app for you. This online ad maker for Google and Facebook is produced by Desygner Pty Ltd.

    I have to be honest that in my experience, as you create an online advertisement for your product or business, you might have a hard time on how to start. You may have a gist of what you want it to look like, but do not know what to do first. Well, if you also experience this, then this ad making application is right for you.

    advertising apps

    App’s Homescreen

    The app helps users to create a picture advertisement for their products. It gives templates or blueprints of easy to do and pleasing to the eyes ads. And if you have no idea which size to use for your banner, then worry no more. This app has the right sizes for Google and Facebook ads. You just have to select which site and size you want, and you’re ready to go. Also, if you already made an ad but only wish to resize it to fit Google or Facebook, then you can also do that using this. Isn’t it cool that with just a few clicks, you can now create an effective advertisement?

  2. Note: Contains in-app purchases.
    download advertising apps on google play

  3. Microsoft Advertising

    advertising apps

    App Logo

    Are you one of those people that can’t seem to help but check if there are outcomes immediately? Well, I am guilty of being one. So, knowing that there is an app that can help me with checking my campaigns while I’m on the go is such a relief. Microsoft Advertising is an application offered by Microsoft for businesses that want to be updated with their ads’ performances.

    advertising apps

    Advertisement Statistics

    With this app, you will know the real-time stats of all your ads. It shows you if the amount of money you spent is worth all the clicks you gained from the ad you made. So if you see that your ad is not gaining traction using this app, you can take the actions you think are necessary immediately. Microsoft Advertising also has a notification feature that would let you know if there are big updates or issues with your ads.
    download advertising apps on google play

  4. Gainbuzz: Buy/ Book Advertising Space Online

    advertising apps

    App Logo

    Are you having trouble deciding whether to use a physical ad or a digital one? Well, with the Gainbuzz app, you can do both. Gainbuzz is a booking application for advertisement spaces online and offline.

    The Gainbuzz app lets business owners book advertisement spaces available in their area. You only have to provide your location and Gainbuzz will provide results of spaces available for you. The app also gives insights on how much your ad can reach if you place it on those places. You can choose your market and the kind of ad you want to place.

    advertising apps

    Gainbuzz Homescreen

    The app is easy to use since there is a step-by-step tutorial on how to use it. And you can choose how much money you will be spending on your ads. So, if you are low on budget, then you can specify the amount you are willing to spend.
    People Also Want To Ask
    download advertising apps on google play

    People Also Want To Ask

    What are the best free advertising apps for Android devices?

    All of the applications mentioned on the list we curated in this article are free advertising apps for Android devices. Although, most of them have some in-app purchases for when you want to make better ads and earn greater traffic.

    Now, if you want to know what the best one is, then we recommend the Google Ads. The application is quick to learn and easy to use. But in the end, you are the one who’s going to chose which application is the best for you and your company. So, we suggest that you look into the pros and cons of every app.

    How much would it cost to use an effective advertising app for Android?

    The average cost of ads you can post on most social media sites is, generally, $2.00 per day. With that amount you are sure that your ads will show on the website you like. But if you want to gain more traction on your ad, then you should increase the budget for your online ads. Still, you are the one that is going to decide what is most suitable for your business. So, it is better to look at your own stats and see how much you should be spending on advertising.

    To Sum It All Up

    If you own a business and trying to find a way to advertise a product, then an advertising application is what you need. These apps can help your business boom with just a few clicks here and there.

    Now, all of the apps listed above are the advertising applications we found to be the best in gaining traffic with small effort. All of them are easy to use and can be learned quickly. So, with minimal to no trouble at all, you can now create an ad for your business in only a few minutes.

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Sourced from Joy of Android

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