Month: June 2022

Digital advertising market: directions and trends

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Digital Advertising

Digital advertising market: directions and trends

Digital advertising market: directions and trends

Over the past couple of years, digital marketing has overtaken traditional offline marketing in terms of budgets (television advertising, outdoor advertising, and so on). Thus, digital marketing has become the # 1 media. The critical reasons for the growth were the redistribution of budgets and the rapid development of various tools within Internet marketing.

The key areas were video, mobile, and banner advertising through performance tools and various networks. In offline marketing, advertising in magazines and newspapers, outdoor advertising, and radio shows a negative trend. Television is in stagnation. What does this market situation mean?

Consumer behaviour has changed. Business is trying to adapt to changes and seeks to use modern advertising channels. Consumers spend more and more time on the Internet, and it is now logical to interact with them through online advertising. By showing the user their ads in search, on websites, and on social networks, a business draws attention to its product and converts those interested into customers.

In modern Internet marketing, there are a massive number of tools. You must delve deeply into the processes and constantly learn to understand them. There are two main approaches to advertising in Internet marketing:

1. Performance marketing

Performance marketing focuses on the final result, the fulfilment of KPIs.

2. Brand advertising

A focus on outreach campaigns characterises the brand approach to marketing. Here, marketing managers often use tools that are difficult to analyse.

The main directions in digital advertising

Performance marketing, media buying, email marketing, websites, analytics, data, content, design, video, CPM, PR, mobile marketing, CPA, and offline — all these tools are interconnected and often overlap.

An essential tool is performance marketing (contextual and targeted advertising on the Internet). Next, come media purchases: bloggers, media advertising, and so on.

It is worth remembering that each area of digital advertising has an intense level of expertise. Knowledge of all digital instruments is necessary for a competent choice of promotion tools.

The main trends in digital advertising

  • Mobile-First Concept — the adaptation of sites and banners for mobile devices.

It is impossible to ignore that today the audience has switched from computers to mobile devices. If you have not yet adapted your site, you lose a large part of the audience.

  • The explosive growth of the e-commerce market.

 Consumers increasingly buy clothes, food, and various goods on the Internet.

  • Maximum personalisation of advertising and content.

Personalisation is a history of purchases, data, analysis of user behaviour, etc. These are predictive scenarios: mechanisms that work ahead of the curve.

  • Digitisation of all communication channels.

Television is losing ground, and YouTube and TikTok are gaining momentum. This is happening because the consumer wants to choose the content by themselves.

What you need to know about content marketing

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Marketing Consulting

What you need to know about content marketing

The success of any organisation depends on many factors, among which one of the most important is the availability of a personnel management system. Let’s take a closer look at the specifics of this topic and talk about its importance.

Why is creativity not always enough?

  1. The level of trust in direct advertising is declining all the time. Do you believe the promises from advertising?
  2. Social media has changed our media habits. While advertisers are still trying to express themselves with banners and advertising slogans, the audience thinks through posts, memes, and videos — all that is commonly referred to as “content.”
  3. Consumer proactivity is growing. Numerous studies in the field of marketing show that 2/3 of the possible points of contact with product info at the selection stage are based on the users’ activity.

Why does everyone say “content” but understand different things?

It quickly acquires terminology when a tool is used for many things (and this is just about content!). To determine the coordinate system, we have identified the following main areas of work with content:

A) Content marketing

Basic formats:

  • Blogs of many companies that once helped to promote and still help to sell the product.
  • Groups of brands in social networks.
  • Youtube channels.
  • Special sections on brand websites or separate projects when a whole thematic media is organised under the brand’s name.

B) Branded content

Basic formats:

  • The particular content project is placed on any site with its traffic.
  • An art project is when the brand becomes integral to any creative process through cooperation with professional or amateur communities.
  • Video and Youtube series: storytelling in video format.

C) Native advertising

Basic formats:

  • The editorial material on the information site.
  • A promoted post or video on social networks.
  • Teaser in the “recommended” block.

D) Content created jointly with users (Co-Generated Content, CGC)

Brand-related content created by end-users is one of the most effective influencers.
People always trust each other more than advertising messages.

Why should you include content in your advertising strategy?

The best content tools are suitable for solving such problems:

  1. Brand building and image communications: designate the brand’s territory, the emotional field, form or support of a legend.

  2. Content allows you to correct prejudices and change or form the necessary insight.

  3. Initiate a teaser campaign: stimulate the target audience’s interest in something.

  4. Remove doubts about the overpriced or insufficient quality of the product.

  5. Explain how to use the product/service.

Why is personnel management so crucial to an organisation?

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Personnel Management

Why is personnel management so crucial to an organisation?

The success of any organisation depends on many factors, among which one of the most important is the availability of a personnel management system. Let’s take a closer look at this topic’s specifics and discuss its importance.

What is personnel management?

Personnel management is managing people to implement the organisation’s projects. At the same time, the maximum emphasis is placed on employees’ work, experience, and talents and the level of their satisfaction with the work itself.

In other words, personnel management is not about strict control over the employees’ actions but about the ability to interact with them: respect, motivate and direct their work for the benefit of the company.

Fundamental principles of personnel management:

  • Attention is paid to their business and personal qualities when selecting employees.
  • Quantitative harmony between young specialists and already experienced employees is vital in the team.
  • The activities of employees are evaluated based on which the company forms strategies for each worker’s professional growth and development.
  • Healthy and transparent competition are encouraged, thanks to the significant development of the company’s human resources potential.
  • There is trust in each employee in the organisation.
  • However, there is also a system of adequate verification of each employee’s work results.
  • There are opportunities for each of the employees to improve their professional qualifications.
  • The organisation carries out all company personnel and management activities following applicable legal acts.

Why is personnel management essential in any organisation?

We know that the success of any organisation depends on the people who work in it. Therefore, managing these people is a tool for achieving the company’s success!

Understanding the importance of management can be seen if we consider the main types of personnel manipulation in any organisation:

Step 1. Recruitment of employees for open positions.

Logically, the candidate must meet the requirements set by the company so that, in the end, we get a well-established work system. The one who manages the personnel conducts interviews, gives test tasks, and arranges a candidate for a trial period.

Step 2. Adaptation of new employees in the workplace.

A new person should get involved in activities as quickly as possible. The HR manager helps them with this.

Firstly, a new worker is assisted in organising a personal work process. Secondly, managers provide them with individual support during adaptation to a new team. Thirdly, HR specialists offer professional help to a new team members.

Also, the HR manager determines who can support colleagues first, based on the level of employment and coworkers’ friendliness.

Step 3. The development of each employee and team as a whole.

Continuous development and improvement of one’s professional skills is the key to a person’s success and the entire team. That is why the organisation of various training events and implementing the correct motivation system is another vital part of the personnel management system.

Step 4. Maintaining employee morale and corporate culture.

The manager responsible for managing the staff monitors the relevance of the corporate culture code and whether employees violate it.

Therefore, correctly selected and adequately integrated into one team of employees depends on how they can create productive teams and achieve the company’s goals.

Best business quotes to inspire & motivate

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Business Consulting

Best business quotes to inspire & motivate

The essence of strategy is choosing what not to do.

(c) Michael Porter

If you can’t describe your strategy in twenty minutes, you haven’t got a plan simply and in plain language. ‘But,’ people may say, ‘I’ve got a complex strategy. It can’t be reduced to a page.’ That’s nonsense. That’s not a complex strategy. It’s a complex thought about the strategy.

(c) Lawrence Bassidy

If your enemy is secure at all points, be prepared for them. If they are in superior strength, evade them. If your opponent is temperamental, seek to irritate them. Pretend to be weak so that they may grow arrogant. If they are taking their ease, give them no rest. If their forces are united, separate them. If sovereign and subject are in accord, put a division between them. Attack your enemy where they are unprepared. Appear where you are not expected .

(c) Sun Tzu

Success is not final; failure is not fatal: it is the courage to continue that counts.

(c) Winston Churchill

Success usually comes to those too busy to be looking for it.

(c) Henry David Thoreau

The leaders who work most effectively, it seems to me, never say “I.” And that’s not because they have trained themselves not to say “I.” They don’t think “I.” They think “we”; they think “team.” They understand their job is to make the team function. They accept responsibility and don’t sidestep it, but “we” gets the credit. This creates trust, which enables you to get the task done.

(c) Peter Drucker

If you really look closely, most overnight successes took a long time.

(c) Steve Jobs

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