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The pandemic has accelerated many trends, new and old, but change has remained one of the few constants throughout the entire period. A recent trend known as ‘The Great Resignation’ has given the average worker newfound market leverage as companies figure out how to navigate an evolving labor shortage. The uncertainty around labor has caused a significant stir in the American economy as both companies and workers alike have turned a discerning eye to workplace dynamics. DLP Capital Chief Growth Officer Bo Parfet has noticed this play out in the real estate industry as well. Bo Parfet, CEO and co-founder of impact investment organization Denali Venture Philanthropy , has found that workers across America are at a crossroads as they deal with the burnout of daily life. The fundamental question that seems to be asked is, “What’s the next step in my journey?” When Parfet first set out on his journey to summit the highest mountain on every continent, he didn’t fully understand the many o...

A Refresher on Net Present Value Net present value (NPV) is a financial concept that illustrates the value of an investment or project in terms of its current worth. NPV considers the time value of money, which accounts for both the amount invested and how much time has passed since investing. It’s important to understand net present value because it can help them make decisions about their business investments. Jonathan Osler provides a refresher on NPV in this article. The Time-Value of Money Net present value calls for the concept of the time value of money to be taken into consideration. The time value of money refers to how much a dollar is worth at a given point in time. This plays a significant role when considering NPV because it helps determine if an investment will be profitable over time. For example, let’s say they have $100 today and would like to know what that amount could be worth 10 years from now. By using the concept of the time value of money, they can see that ...

In 2021, cybercriminals once again used the pandemic against organizations and individual users. We are all spending more time online, creating plenty of opportunities for hackers to get their hands on our personal information, login credentials, and valuable data. What can we expect next year? It is safe to say the same cybersecurity threats will be a problem for businesses of all sizes and individuals. Online security should be taken seriously, even on your phones and tablets. Using apps like antivirus and VPN for iPhone are recommended. Let’s take a closer look at the cybersecurity threats we can expect in 2022: 1. Ransomware According to IBM X-Force Threat Intelligence Index, ransomware is still the #1 cyber threat at the moment. When we take a look at the statistics, 23% of all cyberattacks are ransomware. According to the same study, hackers and hacker groups made $123 million in 2020. Ransomware is essentially malware, but it can encrypt files. Once it gets inside a networ...

When planning their strategy and navigating the increasingly fragmented channels and platforms that consumers engage with, brands advertisers must consider many things. Yet while brands can use data to inform messaging, leverage modern martech to improve targeting and measure engagement to gauge performance, there is one facet of marketing that modern technology can’t help with: consumer trust. Advertising is a vital aspect of the media industry, but marketers know that resonance and effectiveness don’t come easy. Marketers must not only think about the challenges of brand growth or ad avoidance but also need to build trust with their consumers. This is where brands, especially those in North America and Europe, have some work to do, according to SME’s 2021 Trust in Advertising Study. Globally, trust in advertising is lowest in North America and Europe—up to 20% lower than in Africa, the Middle East and Latin America. Trust in Asia-Pacific is higher than that in North America and th...

When it comes to content marketing, the best way to stay on top of your game is by using an editorial calendar. An editorial calendar will help you schedule and plan all of your content for the year ahead while also allowing you to see what types of topics work well together. This article will discuss ten ways that an editorial calendar can be used for successful content marketing. Define your Audience The first step to using an editorial calendar is defining who your audience will be. Who are you trying to reach with the content that you produce? Are they social media influencers, business owners or marketers, kids under 14 years old, etc.? Using data governance software can help you determine exactly who your audience is and what types of content they like to read? Determine what Content You Want to Produce Once you have defined your target audience, it’s time for some brainstorming! Where can you find inspiration for content ideas? What formats will work best (blog posts, video...

Spas are one of the fastest growing industries in the United States. According to Grand View Research, the global spa market was worth $47.5 billion in 2020 and, although the Coronavirus hit spas hard, it is expected to grow at a compound annual growth rate (CAGR) of 12.1% between 2-21 and 2028. This growth is driven by the need for people to find ways to relax and detach from their busy, stressful urban lifestyles, as well as a greater awareness of the importance of the need for wellness and a better work-life balance. This level of growth has rightly attracted a lot of entrepreneurs to pour their talents and their funds into the industry. With competition more ferocious than ever, standing out has never been harder. If you run a spa, you know that you have to deliver a marketing campaign on a level that was previously unnecessary. In this article, I will explain how you can give your spa a marketing makeover. Remarketing There are countless online channels for advertising , such a...

Instagram has emerged as one of the best platforms for selling fashion. The platform’s emphasis on the visual makes it a perfect place to showcase an online store’s fashion items. The emergence of “Instagram boutiques” is part of a long campaign by platforms to keep users within their ecosystem for as long as possible. One side-effect of the emergence of Instagram boutiques has been the rise of businesses purporting to create their own fashion but which, according to a piece by Terry Nguyen of Vox, are simply reselling fashion that they have bought from cheap suppliers. The one thing about online stores that we have not quite solved is that it is easier to sell a lie online than it is in person. For instance, it takes a whole lot more deception to pretend to create your own fashion if you operate as an in-person store, compared to if the store is online. As Nguyen reports, many Instagram boutiques have taken advantage of the opportunities for deception that the online world opens, by...

Because the media trade appears to be like to be extra inclusive of Black storytellers and develop their model consciousness with Black audiences, a deeper understanding of the group is more and more essential. Charlene Well mannered Corley, SME’s VP, Numerous Insights & Partnerships, and Ashante James, VP Account Director for Citibank at Publicis NY, took the digital stage at IAB Model Disruption Summit to debate how manufacturers can act to accommodate Black viewers wants and amplify Black voices in media and promoting.  Tune into the on-demand session under to listen to extra in regards to the following key takeaways:  The Black viewers has large shopping for energy, viewing energy and far-reaching cultural affect. Black audiences anticipate nuanced illustration within the tales and adverts they interact with. Going past the monolith to symbolize various Black experiences can be essential for manufacturers and publishers who wish to win with Black shoppers. ...

The global eyewear market is expected to reach $172 billion in 2028, up from $115 billion in 2021.  Consumer shopping habits have changed.  Where people used to buy new eyeglasses every few years, many people are purchasing multiple pairs in a single year.  Corrective eyewear accounted for 55% of total market volume in 2020 due to increased reliance on electronic screens during the pandemic.  Blue light filtering glasses grew in popularity due to computer vision syndrome.  Other popular types of protective lens coatings include UV protection, scratch resistance, anti-fog, and anti-reflection.  The longer corrective lenses are a need, the more innovation and technology providers will invest into the product.  Smart glasses are a product of science fiction not far from the shelves today. Let’s learn more about the future of eyewear below. Another major trend occurring in the eyewear industry is replacement lenses .  Rather than purchasing a new pai...

Customer satisfaction is that one thing that keeps your customers loyal to your company, and that creates repeat business. Smart companies are integrating Social Media into the mix and finding a 20% increase in customer satisfaction. Here are 4 basic steps you can take to promote customer satisfaction in your own business. Be accessible on Social Media Research had shown that nearly two-thirds (or more) of customers had used the company’s social media site for customer service. This highlights the importance of social media in customer service. Responding to customer inquiries on social media can greatly improve customer sentiment and enhance the appearance of quality service. Social media allows customers to easily contact brands and engage with them. Customers will have a higher expectation of quality service if an event is perceived positively. Negative experiences, such as price increases, will lead to customers having higher expectations for quality care. Be ethical Ethic...

The combination of live sport and new fall television lineups was an enormous boon to broadcast television. According to The Gauge, SME’s total TV and streaming snapshot, broadcast gained 2 share points to represent 28% of total TV viewing in October. This is the second monthly increase in broadcast viewing, and October’s time was equal to that spent streaming. To gain share, cable and “other” each gave ground from a share perspective. The rise in television viewership was due to two key genres: sports, up 22% since September and general drama. This was because viewers were attracted to new seasons of programming, which has now begun in full swing. In October, 35% of viewers watched broadcast programming together.  While streaming’s total share of TV remained flat, The Gauge highlights two notable changes beneath the surface of the 28% share metric: Linear streamers (e.g., Charter/Spectrum, DirecTV, SlingTV, etc.), which are included in the “other streaming” category, saw doub...

Instagram launched in October 2010, just a little over a decade ago. It has its own aesthetic language. The ideal image is the one that pops up on a smartphone screen. This aesthetic has also engendered new  human aspiration toward uniformity.   The human face and body are unique Instagram subjects. Both can be modified with the right amount of effort, energy and ingenuity to improve the desired appearance over time. Magazine art directors have always edited celebrity photos to match unrealistic beauty standards. Now you can do the same to your own face and body. 20 years ago, plastic surgery was considered a very risky procedure. It was expensive, difficult, painful, and often dangerous. Botox was approved by the Food and Drug Administration in 2002 for the prevention of wrinkles. A few years later, FDA approved hyaluronic acid fillers such as Juvederm and Restylane. These fillers can now be used to define jawlines, noses and cheeks. These procedures can last six mon...

This year, over 42% of the US labor force worked full time jobs from home.  These numbers would have been unthinkable pre-pandemic, when only 4.1% of workers had the opportunity of remote work.  Now that this new mode of working is so widespread, people are able to appreciate the benefits it brings to both workers and companies alike.  Workers save money on transportation and related costs while gaining flexibility in their schedule.  Meanwhile, businesses save on overhead and lower employee turnover rates. Despite the perks of remote work, there are growing pains associated with the new system.  Employers are struggling to trust employees they can’t physically watch as they work.  Many businesses are questioning their leadership pipelines and managers feel new discomfort in communicating with employees.  As a way to regain a false sense of control, some managers are resorting to micromanagement tactics with their remote team.  Now, 1 in 5 employ...

The media planning process needed a reset even before the epidemic. Brands that have been forced to cut back their budgets during the past 18+ month will experience some uncertainty when it comes to media planning. The need to get back on track—and as quickly as possible—will be a priority heading into 2022. It’s important for marketers to recognize that the customary approach to media planning will be less relevant and effective both during the ongoing pandemic and in a post-pandemic world. Herein lies the problem. It is important to break the cycle of planning only once or twice per year and adopt an always-on, new approach. SME recently identified three pillars of effective media planning that marketers should focus on in order to thrive in an uncertain future—focusing on the people they’re trying to reach, connected planning and continuous planning. While each of the three pillars work deliberately together, enabling continuous planning into a brand’s strategy may give it the qui...

The power to engage and inspire consumers involves innovative grit, and brands around the world aspire to rise above the rest by creating ads that consumers simply can’t bypass. Lofty aspirations aside, however, we know there will always be at least some resistance to advertising—no matter how inspiring it may be. Advertising remains vital to the media industry, but the growing array of content options presents two primary challenges for advertisers: 1) Consumers don’t all experience the same content and 2) Ad-free experiences are available—for a price—and they appeal to many.  While brands shouldn’t abandon their traditional advertising strategies, they certainly do need tailored initiatives to engage with their audiences—especially as the media landscape fragments across platforms and services. There is an opportunity to make strategies that focus more on than traditional advertising. From an engagement perspective, branded content can be an effective alternative because it’s...

As the end of 2021 comes into focus, the ripple effects of the pandemic aren’t the only disruptive factors for advertisers to contend with. Other factors that impact everything, including marketing strategy, channel choice, message tone, and privacy are: Channel fragmentation, privacy. Ad avoidance, privacy, adavoiding, and social responsibility. While the changing media landscape and consumer preferences pose a variety of problems for brands, they all have to deal with a few universal obstacles. Advertisers are faced with five major problems: Ad avoidance Changes in the face of Targeting Brand ownership shared with consumers Budgeting and growth Measuring For brands to be able assess these challenges and address them effectively, they must first have an understanding of the entire media landscape as well as a complete picture of consumers’ behavior. With this foundation, companies can create advertising strategies to address future and existing challenges and ensure data-driv...

It is the legacy of America’s black population that has created a nation and shaped cultures all over the globe. Yet, when it comes down to media representation, the complexity and richness that makes that experience so unique is frequently lost or undervalued. A deeper understanding of Black communities is essential as the media industry tries to make the news more inclusive and increase their brand awareness or bottom line. More information: Many African Americans consider content to be their common language. Black audiences can learn how traditional media patterns are being replaced by new methods of engaging with information. What brands can do to build trust with Black communities? Find ways that you place Black culture at the center of content and advertising. Learn more about the Black community’s diversity and interconnectedness. Find out more information about the Black Diaspora community abroad  Look at profiles of African American sections that are powerful: Black...

While marketing budgets were always under scrutiny, it is clear that the coming of the pandemic infected two years ago has highlighted the necessity for effective and efficient spending. This has increased the importance of precise and holistic measurement as more brands use new channels and platforms for marketing. After a dip in the first half 2020, marketers are spending more this year to explore new platforms and channels. That spending aligns with sentiment from marketers surveyed for SME’s 2021 Annual Marketing Report who cited customer acquisition and brand awareness as their top priorities. Retail, for instance, saw brands increase their advertising spending by a significant amount last October. The importance of tracking ROI increases with increasing spending. Marketers often view mass reach as less effective than digital conversion-oriented marketing campaigns, because they are more difficult to measure with modern martech tools. And while SME’s experience base shows that ...

Across all media, consumers are looking for consistency and credibility from the brands they engage with—not just in the products or services they offer, but in what they say and do.  Inclusion has become top of mind across the media industry, and it’s new terrain for many brands to navigate. Brands that are effective not only Send an email They show consumers that they are committed to equity by demonstrating their support for it. Taking action It is. With increasing population diversity and the importance of personalization, it is important for brands to encourage inclusion through sharing ownership with their consumers. Representation matters to every identity group—male or female, Black or White, young or old. While mass media may sometimes be discounted in its ability to deliver personalized messaging, it’s still key to an effective long-term marketing strategy. Many identity groups are still not represented on screen. Women make up over half the U.S. population but are sti...

Advertising is very well-received by audiences. On their journey to enjoy their favorite content, they can easily scroll, skip or block ads. But what stops someone from scrolling—and starting to engage? They want content that is interesting and cuts through the noise. Branded content is a popular way for brands to communicate their messages. Instead of focusing on product placement, consider other types of content, such as sponsored blog posts or short videos, and influencer marketing. As a way to make brands more engaged, this type of content is now common. How can brands create branded content that is memorable? Provide value  The power of branded content is its ability to integrate seamlessly into the consumer experience—while simultaneously acting as another vehicle for brands to create content the audience actually cares about. You can imagine a recipe for a cocktail using the latest hard seltzer brand or a tutorial on how to make your own home improvements....

Over the past 18+ months of uncertainty, consumer lifestyles have changed dramatically—everything from where we work and how children engage in schooling, to where we shop and how much time we spend with friends and family. These changes in consumer habits and media interests mean that advertising models have to change and brands must adapt to reach customers effectively.  Brands will allocate their advertising budgets in 2020 based on the paradox of growing media consumption while decreasing marketing budgets. With that, a brand’s ability to create genuine connections between itself and consumers grew increasingly important. Today disruption is the norm. Marketers must continue to navigate it and plan for the uncertain future.  Planning for future uncertainty isn’t just about changing processes; in order to thrive, it’s critical to shift from a fixed mindset to one of growth. Companies can successfully navigate constant disruption by placing their planning efforts in the co...