Company Headlines

How Blockchain Can Prove Godly for Media and Entertainment in 2018

Posted January 7, 2018 by Abhishek Pandey @ 8:04 pm

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Blockchain has been a phenomenon ever since its release in other sectors but Media and Entertainment can be one sector where it can transform itself into a cosmic phenomenon. It can prove godly for the sector in various ways. Bitcoin made news in the last month of the year 2017 when the cryptocurrency surged past $10,000 mark to a peak of $20,000. There was the launch of Bitcoin Futures and its acceptance by Australian Stock Exchange for stock settlement made it one of the most sought-after cryptocurrencies in the world. So, it won’t be late or wrong that we see the impact of Bitcoin in the field of Media and Entertainment in the year 2018.

Why Blockchain in Media and Entertainment Sector?

 

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Blockchain has been one of those entities which enable a digital marketplace – both decentralized and tamper-resistant altogether. The transactions are recorded chronologically in a distributed ledger which makes it transparent to the users but encrypted so that nobody can change or fake any transaction made on it. ‘Smart Contracts’, which can also be understood as automated transactions through agreed business rules, logic and contract, can also be programmed to make it more connecting. In the Media and Entertainment sector, there is a potential market for Blockchain technologies where participants would benefit from both security and transparency in the field of Payment, funding, monetization and contract enforcement. Let us check out the benefits of the cryptocurrency in the field of Media and Entertainment –

Royalties

It is always a possibility in the Media and Entertainment sector that the producer, distributor, and others do not come to terms as far as the monetary distribution is concerned. Because of sharing and distributions of copies, the music streaming sites and rights holders often struggle to agree on compensation for trillions of song streams leading to legal fights and loss of money. Royalty payment methods can be one of the ways to rectify such mistakes as the Open Music Initiative (OMI) composed of 200 members including Sony Music, Warner, YouTube, Netflix, and Spotify. OMI revealed to CNBC that it is considering Blockchain as a foundational technology. The vision includes a Blockchain-based ledger which contains music assets and their rights holders. Smart contracts can then automate royalty payments based on a song’s consumption including streaming.

Crowdfunding for Creative Productions

Blockchain start-ups across industries marked the uprising in the year 2017 where funding was made through Initial Coin Offerings (ICOs) which cryptocurrency like bitcoin to crowdfund new ventures. This can be used by creative productions to leverage ICOs for crowdfunding. Many of the funding sites such as Indiegogo launched its own ICO platform. So, these ICOs for films and other creative ventures could ramp up in 2018, contingent on how the Securities and Exchange Commission (SEC) applies and imposes securities laws to ICOs.

Digital Advertisement

In the partnership with Nasdaq, NYIAX has recently launched a Blockchain-based ad exchange platform which allows the publishers and advertisers to efficiently trade advertising contracts. Richard Bush, Chief Product and Technology Officer states ‘With Valuable experience in capital markets, NYIAX has a long-term vision to create a more financially rigorous model leveraging fin-tech best practices with advertisement and media.’

 

 

 

 

6 Marketing Trends That Shook the Business This Week

Posted January 4, 2018 by Abhishek Pandey @ 2:59 am

While we were busy having the decent time with our families amidst opening bottles and munching cookies, the market was busy trending with advertisement oriented marketing techniques. From TV streaming to Live Facebook branding, market rotated at a versatile pace this week in the New Year. With the enthusiasm in the New Year, it was probably the better start to marketing trends than the last year given such impromptu decisions. Let us check out the six data-based stories which shook the market and stood in front of us this weekend –

Facebook Live Feature

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It was one of the most inspiring of all the news that broke out this year with Facebook claiming that more than 10 million people used its live features on New Year’s Eve which was a 47% increase if compared to 2016. In terms of cities, Las Vegas and Orlando, Florida were the biggest streamers on this New Year’s Eve. Certain this had a chilling impact on how people celebrated the New Year this year and they were not necessarily watching the ball drop in New York’s Times Square. While Facebook romped up the New Year’s show this time, CNN was not that far behind on viewership. The network’s Eve special with Anderson Cooper and Andy Cohen raked in 1.7 million total viewers in Primetime. This could be one light the TV needed to bring back the aura it had.

Targeted TV Viewership

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As CNN showed, TV isn’t dead yet and its working very fine. Brightline, a company which inserts dynamic and interactive ads into TV, announced a new product which lets marketers target their promos from 30,000 audience segments on streaming services from networks such as AMC, CBS, ESPN and online streaming platforms such as Roku, Apple, Amazon, and Netflix. For example, the marketers can now have that exclusive benefit to zero in on characteristics which match a profile of ‘automotive buyers’.

Tuned In Listener

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The past year has been the year which revolutionizes the Podcast features where people can remain Tuned in as Listener for longer durations. S-Town, the podcast documenting the small town life of John B Mclemore created by the teams at Serial and This American Life was downloaded more than 50 million times. In the same year, Podcasting exploded into a seemingly bottomless ocean of content that Edison Research dubbed ‘the Infinite Dial’ with an estimated 15 percent of Americans listening to podcasts each week.

Top Tweet

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Social Media analytics firm TalkWater was busy surveying the outflow of social media and it came out with the top tweets of 2017 based on engagement aggregating retweets and likes as well. Tweets from Ariana Grande following the Manchester terrorist incident and Wendy’s viral chicken nuggets were the most popular this year. But the tweet from former President Barack Obama, following the racial incident in Charlottesville, accrued more than 71,000 replies and 1.7 million times retweeted and had 4.6 million likes on it. This proves that he is still loved among the masses in the similar ways.

Boom in Targeted Content marketing

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As per the data received from Social Analytics firm Shareablee, the branded content has the power to break through Facebook’s Algorithm. It can rack up twice as many earned media impressions as paid impressions for paid ads. In an analysis of branded content posts from 10 publisher pages, 833 branded content posts received 617,986 paid impressions and more than 1.2 million impressions. To compare, 265 standard ads from 47 brand pages accumulated 375,489 paid impressions and 34,718 earned impressions.

Techy Sales Pitch

As per the data Digiday, Purch, which publishes tech and product reviews, it makes $120 million in revenue with 20 percent or $24million in gross.

 

 

 

Most read Marketing and Media Stories of 2017

Posted December 29, 2017 by Abhishek Pandey @ 1:26 am

2017 has been a year of controversies while still being the year for most the groundbreaking innovation in the marketing strategy as well. There was a sudden rag to richness for some while it was completely opposite for some on the other side of the aisle. What becomes is the astonishing approach it leaves us within the field of marketing, advertising and PR going into 2018 where they can be utilized properly. Here are some of the most read marketing and media stories of 20017 which were instantly recognized –

United Airlines Passenger Fiasco

United Airlines was hammered hard with tweets going over its head over alleged passenger reallocation in a harassing way by one of its in-flight attendants. It resulted in stock price fall for its parent company United Continental as it fell as much as 6.3%  in pre-market trading, dropping $1.4 billion from the now $21 billion company by market cap. What made stories was a twitter trend ‘Boycott United’ proving a boon for other airlines such as Southwest Airlines, Delta, and JetBlue. This made the marketing stories space in the earlier months of the year becoming worldwide ones.

Kendall Jenner’s Pepsi Ad trolled for sparking racial discord

Kendall Jenner made into the limelight when one of the Ads for Pepsi featuring her where she hands a can of soda to a police officer during a peace protest sparking a backlash online in April. The spark spread so much so that it was pulled down by the twitter after some time. The protest in the Ad, which meant unusual and un-purposeful, is attended by Kendall Jenner who heads towards one of the grim-faced police officers and hands him a drink. Some tweets compare the image of Jenner handing the can to the Police officer to the award-winning photo from a Baton Rouge, LA protest against police brutality last July.

President Trump’s $50 St Patrick’s Day Cap with mistake sparks Twitter fun

The criticism of Trump following his presidency win grew louder when the President wore a white cap with a slogan ‘Make America Great Again’ and a plant motif on the back and whose price was $50. This could be a general grossing enterprise but there was a huge mistake in the stitching as the motif sewn into the hat was actually a four leaf clover, not a shamrock which was the traditional motif to have been stitched on the back.

McDonald’s faces criticism for exploiting Childhood bereavement Ad

McDonald’s too made a mark into the criticism fray this year when it was dragged into a criticism this year’s May after its latest advertisement was widely criticized in the UK for exploiting Childhood bereavement. McDonald’s advert implied that the boy had little in common with his deceased father other than their shared enjoyment of McDonald’s. Another McDonald’s story crept up when it changed its staff outfits and people made fun of it saying that it matched the costumes for the Star War movies.

Google and Facebook take 20 percent of total Global Ad Spend

laptop group web internet communication blue electronic monitor brand mail international google converse chat facebook pc network multimedia entertainment global screenshot worldwide www social network networking self help computer searches computer whiz e mail chat room

Google and Facebook emerged as the major player in the Global Advertisement spend and became the world’s largest media owners. According to Media Agency, Zenith’s Top 30 Global Media Owners report, Google’s Parent company Alphabet was ranked at number one taking $79.4 billion while Facebook follows up with gross earnings of $27 billion.

Brad Parscale rakes up $94 million post Trump presidency win

Donald Trump made Brad Parscale his digital campaign director and paid him $1500 to set up his election website during the presidential campaign. At that time he asked for this sum but till the time President Trump won the election, Brad Parscale had racked up more than $94 million. The story which first ran on CBS News got immediate attention and can be perceived to give much information about how much money is involved in the American Presidency campaign these days.

While these Advertisements might show us how the year unfolded but it also shapes up the way the media might be in the power making in the coming year also.

Did Microsoft Copy PUBS’s Spec Work from a Designer?

Posted December 28, 2017 by Abhishek Pandey @ 2:09 am

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How often have we seen companies lifting design’s directly from the spec designers? Microsoft happens to have gotten into a similar controversy regarding the launch of advertisement for one of the most anticipated PlayerUnknown’s video game Battlegrounds console debut on the Xbox One. One of the fans shared the ordeal on Reddit that Microsoft has lifted their idea for an advertisement for the dame without providing credit or compensation. The complaint skyrocketed on the front page of Reddit with nearly 70,000 upvotes at the times of publication.

Where was the claim made?

The claim was made from someone with a handle of Master who claimed that the recent Microsoft Ad is virtually similar to one they created a month ago. This created a spark when the Microsoft posted the similar ad on its Twitter handle to mark the debut of the popular game on Xbox One console.

This is the image of the Ad created by Master as per their claim –

This is the Image of the Ad tweeted by Microsoft on December 26 which sparked the outrage against its similarity though the tweet was deleted from the Xbox account –

The fan art designer doesn’t claim to have had any authorization to use the game or console’s intellectual property and freely admits to using an image created by yet another Redditor. But the similarity between the ads released by the Redditor and the Xbox was enough to spark the outrage for Microsoft while the claim made by the Redditor soared to the top of Reddit’s front page today and generated a wave of negative replies to the Xbox tweet. While the tweet was deleted by Xbox immediately after the uproar on Reddit, there has been no official response from Microsoft as of yet. The designer asked to remain anonymous but says he or she lives in Munich, Germany.

While some experts believe that a watermark would have done nothing to disclose the privacy of the ad makers. The Avatar seems a little different than the original one while the logo of the Xbox is at a different angle as well as a different color and Microsoft added the crate drop but the general idea was borrowed.

 

 

 

Filed under: Advertising,Company Headlines

Mozilla Extension Rakes Up Anger from Users

Posted December 19, 2017 by Abhishek Pandey @ 3:14 am

Mozilla would not have thought out that a plan mostly conceived up of good intention would completely backfire against their will. It would mostly have sounded a good idea at Mozilla to promote computer security and bring out privacy awareness using a tie-in with an online game from the Popular Mr. Robot hacker TV series. But boy did it backfire; Mozilla almost received thousands of angry messages from users who had by now believed in its abilities.

On Wednesday, Firefox users received something unusual on their desktop screens. They began complaining about a cryptic extension that had been installed against their wishes in their browser with no explicit permission or explanation of what its function is? It only read one description – “MY REALITY IS DIFFERENT THAN YOURS”. With that an abstract line, anybody would be first taken aback and that was exactly the case with people. People ripped apart the Firefox in the Reddit discussion after one of the users quoted, ‘I have no idea what it is or where it came from. I freaked out a bit and uninstalled it immediately’. This was one of the thousands of such messages that users left after the unwanted browser extension crept up their computer screens.

What was the matter?

Mozilla had installed the Looking Glass Extension privately on their machines this week through a partnership with Mr. Robot Hacker TV series. The company later stopped doing the extension thing when people reported the issue and demanded immediate back out. ‘Suffice to say, we have learned a good deal in the last 24 hours…although we always have the best intentions, not everything that we try works as we want.’ – commented Jascha Kaykas-Wolff, Chief Marketing Officer at Mozilla. Mozilla moved the Looking Glass to its Firefox add-on store where the people will be able to get it if they want it as it becomes available this weekend within hours of receiving such complaints.

As per Bruce Schneier, Computer Security and Privacy Researcher, ‘Mozilla should have known better’. This issue has shown that the outside organizations have much control over our computing hardware and software- even well-meaning organizations devoted to online privacy and to make us all ‘empowered, safe and independent.’

Similar Incidents

There were similar incidents happened in the past when Apple sent its iPhone users U2 music application even if they hadn’t asked for it and Amazon had remotely removed a copy of George Orwell’s novel ‘1984’ from People’s Kindle e-book readers. ‘These companies have control, and you don’t’, Scheier Said adding ‘They can do things against your interests all the time.’

In order to check if your desktop has also received a similar extension, you need to type “about:addons” into Firefox’s address bar, then click on the ‘extensions’ on the left side of the page. If the Looking Glass software is there, you can click the remove button and uninstall that for good.

This Faux pas comes at a time when Mozilla released its new Quantum version of Firefox years in the making only to release the trust it mends for years. The Mozilla has been trying to win back the trust of users who had migrated to Chrome only to come back when the quantum was launched.

How did the Extension get downloaded?

Mozilla had used a tool that lets it test Firefox features to install the extension. Many of the Reddit had complained about the ill-notions Mozilla has made after its mistake. Mozilla had distributed the extension only to people in the United States after checking it to make sure it did not collect any user data. Mozilla, however, was not paid for the tie-in with Mr. Robot plugin.

Filed under: Company Headlines

Fox- Disney Deal: How Does It Impact the Industry?

Posted December 18, 2017 by Abhishek Pandey @ 2:40 am

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Rupert Murdoch, a name which transpired the News business by turning a single Australian Newspaper inherited from his father intone of the world’s largest news and film empires. This came as a huge surprise amid speculations about the deal between the two media giants – Fox and Disney. The Mouse and Fox, known to be a long time natural foe to each other came finally off together with this shattering deal worth $52.4 Billion. Disney acquired most of the 21st Century Fox, the entertainment company owned by Media Moghul Rupert Murdoch. The deal which is still pending regulatory approval would make Walt Disney the owner of Fox’s 22 regional channels, cable entertainment brands FX, and National Geographic, and Fox’s portfolio of International Operations including a fast-growing Pay-Tv service in India also.

If the regulatory bodies give the deal a green signal and which is evident, it will completely overhaul the entertainment landscape, bring together for the first time, the two greats of Hollywood’s ‘Big Six’ studios under one common ownership. This deal will also give Disney the firepower of programming it in order to win a battle with Netflix and other new entrants in the Industry. There are still bigger questions lying unanswered about the deal. Some of them being –

Will the Murdochs be involved in the affairs of Disney post deal? Will Fox continue to make movies? Will the Justice Department give a green signal to the deal? Will the X-men team with the Avengers? What would be the impact on Netflix?

Some of these questions need immediate answering as it involves the intellectual and other rights involved in the thousands of employees whose future now hangs in balance. The deal, which takes the form of a consolidated relationship, makes this a larger mess to handle.

As far as Fox’s future is considered, it is said to form a news-focused company with the remaining of its assets. Fox Shareholders including the Murdochs will get a 25% stake in the larger sized Walt Disney.

What will the new Disney Franchise look like?

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With the addition of Fox’s assets into its ever-growing wallet, Disney will get all Fox’s movie and television studios, regional sports network and international holdings among other investments. The move will also add to Disney’s back catalog high grossing movies such as the original Star Wars movies, the Marvel Superhero movies, Avatar and Deadpool franchise as well as TV soaps like Modern Family and The Simpsons. It also expands Disney’s offering with the FX and National Geographic cable channel as well as Fox’s regional sports network in the US. It will also add Fox’s Star India and its shares in Sky Tv and Tata Sky also. Disney will also get the majority control of the video streaming service HULU which has also been partly owned by Comcast and Time Warner. Disney is set to also assume $13.7 Billion in Fox debt as part of the stock deal taking the total value of the transaction to $66 Billion.

Why is deal important for Disney?

Disney, which already owns a vast media industry comprising of films, news and leisure companies, has set big emphasis on this deal. In the ever-changing consumer behavior and media landscape where the viewers have turned towards more content specific content platforms such as Amazon Prime and  Netflix. This deal gives access to pay-Tv services provided by Fox in India, a nation emerging in the broadcast facilities. Disney believes that the deal will give the vast scale to compete with the emerging online entertainment portals. It also expects to wring at least $2 Billion in cost-saving out of the new company to boot.

What assets will Murdoch have in its pocket?

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The Fox will hold on to its flagship Fox News Channel, Fox Business Network, Fox Broadcasting Company, Fox Sports, Fox Television Stations Group and Sports and Cable Networks FS1, FS2, Fox Deportes and Big Ten Network.

What about Murdochs?

It is a growing speculation about the role of the Murdochs in the ongoing transaction. What role would they fit into the new Disney? Most of the media pundits believe that Rupert Murdoch would hand over his assets to his two sons James and Lachlan Murdoch. The management for the new Fox is being phased out but Rupert Murdoch in a recent chat said to Sky Tv that he expects his elder son Lachlan to become the Chief Executive while James is being seen to play a big role in the Disney Networks.

Filed under: Company Headlines,Events

ESPN and BuzzFeed to lay off talents amid ‘Changing Consumption habits’

Posted November 30, 2017 by Abhishek Pandey @ 3:40 am

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ESPN has decided to let go almost 150 of their employees following a round of job cuts earlier in the year which had cost more than 100 jobs. This comes in the continuation of lay off by media firm Buzzfeed which decided to let more than 100 of its talents in a series of job cuts. Amid of speculations by Mckinsey that Automation might cut more than 800 million jobs by 2030, ESPN and BuzzFeed have started to feel the pressure, the reasons being Changing Consumption habits and a ‘diversifying revenue model’ adopted by them.

Earlier in the year during the spring, ESPN had counted more than 100 of its on-air talent positions from across the network. The follow up lay off might be from the Production, technology and other digital positions mainly. The memo released by John Skipper, ESPN President, reads:

A necessary component of managing change involves constantly evaluating how we best utilize all of our resources, and that sometimes involves difficult decisions. Our content strategy—primarily illustrated in recent months by melding distinct, personality-driven SportsCenter TV editions and digital-only efforts with our biggest sub-brand—still needs to go further, faster…and as always, must be efficient and nimble. Dynamic change demands an increased focus on versatility and value, and as a result, we have been engaged in the challenging process of determining the talent—anchors, analysts, reporters, writers and those who handle play-by-play—necessary to meet those demands.  We will implement changes in our talent lineup this week.  A limited number of other positions will also be affected and a handful of new jobs will be posted to fill various needs. Thank you as always for your continuing dedication to our work.’

As per Deadspin, the company will provide ‘severence, a 2017 bonus, the continuation of health benefits and outplacement services’ to employees affected today.

As per the Wall Street Journal report, BuzzFeed, the techno-media giant will also be cutting jobs close to 100 in the number who are mostly located in U.S. and U.K. offices. If we consider the memo released by the CEO and Founder Jonah Paretti – members of the business team which also includes the sales, creative, client services, marketing, and others will also be impacted from the job cut as that division has been completely restructured. This is necessary for accordance with the ‘diversifying revenue model’. As part of the restructuring, President Greg Coleman will also be assigned a new role for which no new specifications have been given. Here is the memo released by the CEO of BuzzFeed-

As our strategy evolves, we need to evolve our organization too – particularly our Business team, which was built to support direct-sold advertising but will need to bring in different, more diverse expertise to support these new lines of business. Unfortunately, this means we have to say goodbye to some talented colleagues whose work has helped us tremendously. In the US, we are restructuring select functions of the Business teams, including sales, creative, client services, Ad solution and Marketing to better support our diversifying revenue model. In the UK, we are realigning the organization to focus on content for global audiences and our core UK news beats- investigation, politics, media and social justice- and intend to make reductions across Buzz, Commercial, News, and Admin as a result. We will communicate today with everyone impacted by these changes. I would like to thank the departing employees for their many contributions to BuzzFeed. They will be missed and I know the will go on to do big things in the future’.

If we remember a year ago, the editorial staff of BuzzFeed’s UK team has requested the opportunity to unionize. Paretti, on the other hand, had disagreed with the request with Wall Street Journal citing the job cut to its missed expected revenue target for the year 2017 by 15 to 20 percent. The global initiatives led by BuzzFeed would be in turmoil unless the whole restructuring is complete.

Maserati names Accenture as its Global Experience Partner

Posted November 29, 2017 by Abhishek Pandey @ 1:18 am

Maserati_Ghibli_green

Customer relations play as the most important platform on which the brand’s name is made. It works as an adhesive to keep the brand and its affiliate marketing strategy in place. Maserati, the luxury car maker from Italy has partnered with Technical giant Accenture for recording Global experience in its products. It has been tasked with improving how the brand has engaged with its loyal customer over the year.

Accenture Interactive which is a part of Accenture Digital has been given the responsibility for enhancing the Luxury car maker’s customer experience through its digital platforms in order to increase its sales and brand equity globally. The customer interaction, as per Accenture Interactive, plays a very important role in the increment of sales. More specifically, the company will be the in charge of its digital brand strategy, digital advertisement, digital content production, campaign management and analytics services.

As per a statement made by Jacob Nyborg, Head of Marketing for Maserati, ‘We are proud of our reputation for delivering a superior customer experience, yet we are still committed to improving every interaction we have with current and potential customers’. ‘High-quality brand experiences change the nature of our relationships in a positive way and we want to engage with our customers across all channels, from media to after sales, in more meaningful ways.’, added Nyburg commending Accenture which has the right capabilities to deliver strong experiences built around ‘Consistent, seamless and authentic interactions.’

In the current times, focus on customers should be the priority of all brands as the consumers would only like to invest when they are provided with exceptional quality justifications. And therefore, the company has been given the task of making all departments and not just the sales and customer service more consumer-centric. The capabilities such as end-to-end creative, data-driven marketing, digital analytics, and digital performance management will be fused into the core of Maserati’s business.

Maserati expects Accenture Interactive to have more personalized digital content covering customer responses and advertising to engage current and prospective customers. The company will, therefore, collaborate  with such a team which drives its market growth through the customer experiences including its marketing and digital delivery departments and creative agency Karmarama. Accenture had acquired Karmarama, a previously independent creative agency in the UK last November.

As per Anatoly Roytman, who is the lead at Accenture in Europe, Africa, and Latin America, ‘Progressive businesses like Maserati recognize that experience is the new battleground with customers expecting integrated, human-centered experiences both digitally and the real world. The mandate from Maserati is clear: to use digital to help drive sales, and at the same time, build premium brand equity.’

Maserati had spent more than $5.35 million on advertising in the US alone in 2016 and $2.41 million in the first six months of the year, according to Kantar Media. It is, however, unclear about how much Maserati spends globally and how much of the account Accenture interactive will control.

 

Filed under: Company Headlines

How to make your brands valuable in these times?

Posted November 24, 2017 by Abhishek Pandey @ 2:07 am

The current scenario of the market is very flexible given the non-existence of turmoil these days. It is important for brands to clear their ambitions to escalate growth in the coming quarter. For that to happen, the paths to achieve the standard must be set in accordance with the market principles. Recently WPP and Kantar Millward Brown released the report on BrandZ Top 100 Global Brands report 2017 and it is astonishing how some of the businesses have based their growth. Here is how you can make your brands more valuable in these times –

Purpose-Oriented Business

It is important to have a strong purpose oriented business in these times when there is uncertainty and world is unsettling. In these times, what can save your business is an attitude with settled nerves. In the market, people are looking for answers to their questions and security to their business and this makes for interesting yet tough time. if we take reference from the BrandZ report by WPP, businesses with a clear purpose have fared better than the most and purpose, therefore makes difference to the marketers as well as to brands. This is why these businesses have grown three times the rate of other brands over the past 12 years or so. The purpose oriented businesses are grown with keeping the basics clear. Consumers, on the other hand, have a tendency to be attracted to brands who are in more than the money making business.

Different Approach to Business

A difference in approach for businesses can give them an uncanny advantage over their competitors. This was one of the three components along with Meaning and Salience which comprises the Brand Power, the BrandZ measurement of Brand Equity. The difference in business can vary overwhelmingly as the report covers some businesses who grew 258 percent in brand value over 12 years. This is good for technology-oriented businesses whom the consumers deem different than other because of their understanding of business at this level. Brands with long heritage have challenges in achieving difference successfully.

Flexibility in Business

Flexibility is one point which makes any brand grow in its value. To remain in one category is not the destiny of any company. Many brands who particularly venture into the technology ecosystem mostly benefit from this flexibility. To gain market prominence and growth, the companies must extend themselves across and beyond their perceived categories. The focus should entirely be on complementing the needs of the consumer rather than expanding the category itself. The category should be the realm, considered only by consumers.

Responsible and Accountable

The companies ought to be responsible in these times to gain the trust of the consumers. Their authenticity and accountabilities can take them to places in gaining consumer’s trust. As major institutions have continued to disappoint the general consumer, brands have an opportunity to face growing skepticism, even cynicism and with honesty, they can tackle both these things. To make them more realistic, they must address the demands and services of the people.

Always be prepared for consumers

Often the companies and brand invest more to understand the consumer behavior at certain times. These efforts and investments bring the companies move closer to their consumer base and the consumers often start to believe in them as their friends rather than strangers. Now having started a relationship, people often expect more from companies even in the changing times. Amidst these turmoil times like Immigration, inclusion, climate change, and other issues, the consumers expect the brands to take a stand for them. Now, taking tough stands can be fatal for companies given their consumer base and the soil on which they are based. Usually, the businesses should take a stand on principle and not on politics and if they do it, they get even close to what will give them profit –their own consumers. So, be prepared for those who believe in you.

 

Filed under: Blogroll,Company Headlines

Supply-Side Platform Advertising and the Future

Posted September 2, 2016 by Rashmi D @ 12:33 pm

What do you usually do when business inventory for a certain product outsizes or outlives demand, hype and marketing?

Excess, unsellable inventory and the inability to deal with such a problem can be a sliding slope towards lowered profits and bankruptcy. Especially in the online business world where a business can be ruined overnight with bad business decisions.

When you see a store with an inventory sale or flash sale with items selling at deep discounts they are trying to dump excess inventory to make more room for new goods that will hopefully sell better.

Businesses that perfect such fire sale practices are doing sluggish business at best and delaying the inevitable, bankruptcy, at worst.

As a businessperson you need to know the market, the rules and prices of the market, how to sell on the market and who you should be selling to.

You give all of that up and lose money too if you are habitually holding inventory sales, ruing lost profits and hoping that the new incoming inventory will sell. Such a mindset is a cycle of self-defeatism and an assured road to ruin.

It is also a prime example of 20 th century business thinking. 21 st century businesspeople keep track of inventory, the demographics of who will buy such and prices are digitally kept market current so that inventory can be sold at market prices.

That is the power of supply side platform software usage. Supply side platform software is a way for businesses to keep track of and sell inventory via online automation and social media tracking.

Based on where consumers shop online, supply side platform software can initiate tracking and connection software that can target potential buyers online, track them, match them with unsold inventory and market the unsold inventory at market prices. That last bit is better than desperately selling off inventory at deep discounts for meager or no profits. Supply side platform software isn’t only just useful for online-only businesses. Brick and mortar businesses have been known to use supply side platform software to move out inventory that human workers couldn’t sell.

Supply side platform advertising can also allow you to sell advertising in an automated fashion. If you know your business and who to work with and who your demographic is, this, may be a very efficient way to do business. The technology is fairly new, but the rules of doing business from the past no longer apply. A lot of businesses fail because they do not take into account the possibilities of potential. From over-ambitious, media hyped start-ups to the reliable, stand-by businesses that have been operating for years.

The rules of doing business can change overnight. The tastes and preferences of customers can be fickle and unpredictable. A marketing strategy can fail.

It is important to take every online business and analytical advantage possible. The requisite tools and knowhow necessary for doing business in the digital age grows in number and becomes a little bit more complicated to do every day.

Don’t fear failure. All you can do is learn from it and grow from it.

Filed under: Company Headlines
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