#but provides limited measurable results compared to digital advertising. Key differences between the two include audience reach

[brandonwheelz1]

Differences Between Digital and Outdoor Advertising

Differences Between Digital and Outdoor Advertising

CONTENT OVERVIEW

I. Introduction

Brief overview of the topic

II. Digital Advertising

Definition

Types of Digital Advertising

Advantages of Digital Advertising

III. Outdoor Advertising

Definition

Types of Outdoor Advertising

Advantages of Outdoor Advertising

IV. Differences between Digital and Outdoor Advertising

Key Differences

V. Conclusion

I. Introduction:

In today's world, businesses have several options when it comes to advertising. With the rise of digital technology, digital advertising has become a popular choice. But, outdoor advertising still holds its ground. In this article, we'll look at the differences between digital and outdoor advertising and help you understand the benefits of each type of advertising.

II. Digital Advertising:

Digital advertising refers to the use of digital channels such as websites, social media, search engines, and mobile apps to promote a product, service, or brand. It allows for targeted audience reach and measurable results, with the ability to make real-time adjustments. Digital advertising is cost-effective, but can be more expensive compared to other forms of advertising.

Types of Digital Advertising:

Search engine advertising

Social media advertising

Mobile advertising

Video advertising

Advantages of Digital Advertising:

Targeted audience

Cost-effective

Measurable results

Real-time adjustments

III. Outdoor Advertising:

Outdoor advertising refers to advertising through physical media such as billboards, transit advertisements, and street advertising. It has a large audience reach and can be cost-effective for high impact ads, creating a tangible impact and good for building brand awareness. However, it provides limited measurable results compared to digital advertising.

Types of Outdoor Advertising:

Billboards

Transit advertisements

Street advertising

Building advertisements

These are all types of outdoor advertising, which refers to advertisements that are displayed in public spaces outside of buildings. Each of the listed forms refers to a specific way in which outdoor advertising is accomplished:

Billboards are large, freestanding structures that display advertisements, often along highways and in high-traffic areas.

Transit advertisements refer to advertisements that appear on vehicles like buses and trains, as well as on subway or bus stations.

Street advertising involves posters, banners or signs attached to street furniture, buildings or on the street itself.

Building advertisements refer to the use of buildings or their facades as a display surface for advertisements.

Advantages of Outdoor Advertising:

Large audience reach

Cost-effective for high impact ads

Tangible impact

Good for building brand awareness

IV. Differences between Digital and Outdoor Advertising:

Key Differences:

Audience reach

Cost-effectiveness

Measurable results

Tangible impact

Flexibility

Creative limitations

Geolocation targeting

Environmental impact

Reach and frequency

Interactivity

Audience reach: Digital advertising allows for targeted audience reach through channels such as websites, social media, and search engines. Outdoor advertising, on the other hand, has a larger audience reach through physical media such as billboards and transit advertisements.

Cost-effectiveness: Digital advertising can be cost-effective, particularly when compared to traditional forms of advertising such as television and print. However, the cost of digital advertising can vary greatly depending on the specific channel and target audience. Outdoor advertising can also be cost-effective, particularly for high impact ads such as billboards.

Measurable results: Digital advertising offers measurable results through metrics such as clicks, conversions, and impressions. This allows advertisers to adjust their campaigns in real-time to optimize performance. Outdoor advertising, however, provides limited measurable results and relies more on brand recall and impact.

Tangible impact: Outdoor advertising creates a tangible impact with its physical presence, particularly for high impact ads such as billboards. Digital advertising, on the other hand, relies more on the use of metrics to measure its impact.

Flexibility: Digital advertising allows for real-time adjustments and changes to campaigns, whereas outdoor advertising typically requires more lead time for changes or updates.

Creative limitations: Digital advertising has the ability to use interactive and dynamic elements such as video and animation, whereas outdoor advertising has limited creative capabilities.

Geolocation targeting: Digital advertising allows for targeting specific geographic locations through GPS technology and IP addresses, whereas outdoor advertising is limited in its ability to target specific geographic locations.

Environmental impact: Outdoor advertising has a potential impact on the environment through the production and disposal of physical media such as billboards. Digital advertising, on the other hand, has a lesser impact on the environment but may consume energy in data centers.

Reach and frequency: Digital advertising allows for a large number of impressions and a high frequency of exposure to the target audience, whereas outdoor advertising has a more limited reach and frequency.

Interactivity: Digital advertising allows for two-way communication and interactivity with the audience, whereas outdoor advertising is limited in its ability to engage with the audience.

In conclusion, both digital and outdoor advertising have their advantages and disadvantages. The type of advertising that is right for your business will depend on your specific advertising goals, target audience, and budget. It's important to understand the differences between digital and outdoor advertising to make an informed decision.

V. Conclusion:

In conclusion, both digital and outdoor advertising have their advantages and disadvantages. The type of advertising that is right for your business will depend on your specific advertising goals, target audience, and budget. It's important to understand the differences between digital and outdoor advertising so you can make an informed decision for your business.

[nishakrishnan1996]

Exploring Traditional vs. Digital Marketing: A Comprehensive Comparison

In today's dynamic business world, marketing strategies play a crucial role in shaping brand perception, engaging customers, and achieving organizational goals. Among the myriad approaches available, traditional marketing and digital marketing emerge as two distinct methodologies. This extensive guide aims to delve into the fundamental disparities between these strategies and determine which offers greater long-term benefits for businesses.

Traditional Marketing: An Overview

Traditional marketing encompasses conventional advertising methods that have been utilized for decades to reach audiences. This includes print advertisements, television commercials, radio spots, billboards, and direct mail campaigns. Historically, traditional marketing has been the primary avenue for businesses to promote their products or services to a broad audience.

Digital Marketing: A Modern Frontier

Conversely, digital marketing entails a diverse range of online strategies aimed at engaging consumers through digital channels. This includes search engine optimization (SEO), social media marketing, email marketing, content marketing, and pay-per-click (PPC) advertising. Leveraging the internet's power, digital marketing enables businesses to connect with target audiences in a more targeted, personalized, and measurable manner.

Key Differences Between Traditional and Digital Marketing

Reach and Targeting:

Traditional marketing typically targets a wide audience through mass media channels, while digital marketing enables precise targeting based on demographics, interests, and online behavior. This allows businesses to tailor their messages to specific audience segments for enhanced relevance and engagement.

Cost-effectiveness:

Digital marketing is generally more cost-effective than traditional marketing, especially for businesses with limited budgets. Online advertising platforms offer flexible budgeting options and performance-based pricing models, enabling businesses to optimize their marketing spend and achieve higher returns on investment (ROI).

Interactivity and Engagement:

Digital marketing fosters interactive communication between brands and consumers, facilitating greater engagement. Platforms like social media and email marketing allow businesses to interact with their audience in real-time, fostering relationships and gathering valuable feedback.

Measurability and Analytics:

Digital marketing provides robust analytics tools that enable businesses to track campaign performance accurately. Metrics such as website traffic, click-through rates, and conversion rates can be monitored in real-time, offering insights into campaign effectiveness and ROI. In contrast, traditional marketing efforts rely on offline methods, making measurement more challenging.

Determining Long-term Benefits

While both traditional and digital marketing have their merits, the shift towards digital channels and consumer behavior favor digital marketing for long-term success. Here's why:

Cost-effectiveness and ROI:

Digital marketing offers a higher ROI compared to traditional marketing due to its lower cost per impression and better targeting capabilities. This allows businesses to allocate their budgets more efficiently and achieve measurable results that contribute to sustained growth and profitability.

Targeting and Personalization:

Digital marketing enables precise targeting and personalized messaging, resulting in higher engagement and conversion rates. With data analytics, businesses can create tailored campaigns that resonate with specific audience segments, fostering brand loyalty over time.

Adaptability and Flexibility:

Digital marketing campaigns can be easily adjusted and optimized based on real-time data and feedback. Businesses can experiment with different strategies, refining their approach to stay ahead of competitors and meet evolving consumer needs.

Global Reach and Accessibility:

Digital marketing provides access to a global audience without geographical constraints. Online platforms offer businesses the opportunity to expand their reach and market presence across borders, tapping into new markets and opportunities for growth.

Conclusion: Navigating the Marketing Landscape

In summary, while traditional marketing remains relevant, digital marketing offers superior long-term benefits including cost-effectiveness, targeting capabilities, adaptability, and global reach. By embracing digital strategies, businesses can enhance brand visibility, engage audiences effectively, and drive sustainable growth in today's digital age.

[rhsofttech2023]

Benefits of Digital marketing course in today‘s world

Digital marketing has revolutionized the way businesses promote their products and services, offering a myriad of benefits and advantages over traditional marketing methods. From enhanced targeting capabilities to cost-effectiveness, here are some of the key benefits of digital marketing:

: One of the primary advantages of digital marketing is its ability to precisely target specific demographics. Through data analytics and tools like Google Analytics and Facebook Insights, marketers can gather detailed information about their audience's preferences, behaviors, and demographics. This allows for highly targeted campaigns that are more likely to resonate with the intended audience.

Cost-Effectiveness: Digital marketing typically offers a higher return on investment (ROI) compared to traditional marketing channels. With digital advertising platforms such as Google Ads and social media advertising, businesses can set precise budgets and only pay when their ads are clicked or seen by users. This level of control over spending ensures that marketing efforts are cost-effective and efficient.

: Unlike traditional marketing methods, digital marketing allows for real-time tracking and analysis of campaign performance. Marketers can easily monitor key metrics such as website traffic, conversion rates, and engagement levels. This data-driven approach enables businesses to make informed decisions and optimize their marketing strategies for better results you can digital marketing near you , with in your budget

Global Reach: With the internet connecting people across the globe, digital marketing offers businesses the opportunity to reach a vast and diverse audience. Through channels such as social media, email, and search engines, companies can expand their reach beyond geographical boundaries and target customers worldwide.

Flexibility and Adaptability: Digital marketing channels are highly flexible and can be easily adjusted to accommodate changing market trends and consumer preferences. Whether it's updating ad creatives, refining targeting parameters, or experimenting with new tactics, digital marketers have the agility to adapt their strategies in real-time.

Engagement and Interactivity: Digital marketing fosters greater engagement and interactivity between brands and consumers. Social media platforms, in particular, provide opportunities for two-way communication, allowing businesses to interact directly with their audience, respond to feedback, and build stronger relationships.

: Digital marketing levels the playing field for businesses of all sizes, providing equal opportunities to compete in the online marketplace. Small businesses with limited budgets can leverage digital channels to reach their target audience effectively without the need for large-scale investments in traditional advertising.

Continuous Improvement: Digital marketing thrives on experimentation and optimization. By continuously testing different strategies, analyzing results, and refining approaches, marketers can fine-tune their campaigns for maximum effectiveness over time.

In conclusion, digital marketing offers a wide range of benefits, including enhanced targeting, cost-effectiveness, measurable results, global reach, flexibility, engagement, accessibility, and opportunities for continuous improvement. Whether you're a digital marketing expert or a business owner looking to expand your online presence, embracing digital marketing strategies can help you achieve your goals effectively and efficiently.

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Difference between brand ambassador program & affiliate program

In the dynamic world of digital marketing, businesses are constantly looking for ways through which they can grow and expand. Two of the most famous strategies these days are brand ambassador programs and affiliate programs. While both involve forming partnerships with external entities, they are quite different from each other. In this blog post we will discuss what they really are and how they are different from each other.

Brand ambassador programs 

In brand ambassador programs, the ambassador acts as a representative of the company who embodies its values and ethos. brand ambassadors are often engaged in a broader scope of activities, including content creation, event participation and social media engagement. 

Features of brand ambassador program

1) Building trust and credibility 

When a brand ambassador promotes the company's products or services, his/her audience starts building a connection with the company and its products and services. This further transforms into trust and loyalty.

2)  Content creation and storytelling

One of the key benefits of brand ambassador programs is their focus on content creation and storytelling. Ambassadors can create content in a way that resonates with the audience. This content goes beyond traditional advertising, it includes personal stories, experiences and testimonials, hence promoting the brand in a better way.

3) Long term relationship building

Brand ambassador programs are a long term endeavor. The partnership should not be done not just for the sake of money but to form genuine connection between the brand ambassador and the brand. This creates a sense of loyalty and authenticity that resonates with the brand. 

Understanding affiliate programs

Affiliates programmes are performance based marketing strategies where the affiliate is rewarded for driving traffic or sales to the company's website. Affiliates earn commission based on the action of the audience.

Features of affiliate programs

Performance based

Key feature of affiliate programs is that they are performance based. Affiliates earn only after measurable actions are taken such as clicks, leads or sales. This model is extremely beneficial for businesses as they for actual results rather than potential exposure.

Reach and scalability

Affiliate marketing has a lot of potential in terms of reach and scalability. By recruiting a network of affiliates, businesses can tap into various markets and demographics. This allows them to use different strengths and expertise of their affiliates to target specific audiences.

Cost effective 

Affiliate programs can be considered cost effective as compared to traditional advertising, as you only pay for actual outcome  instead of just mere exposure. Affiliate programs are performance.

Diverse marketing channels 

Affiliate programs are not limited to a single marketing channel, there are various platforms such as blogs, social media, email marketing and more to promote the brand providing a larger scope for engagement.

Power of partnerships : synergy between brand ambassador and affiliate programs 

Brand ambassador and affiliate programs have different characteristics but they have the potential to really benefit a business if their elements are integrated properly.

Comprehensive reach 

Uniting the authenticity of brand ambassadors with the scalability of affiliate programs can result in a comprehensive reach. Affiliates create genuine connections with their communities and the affiliates help in expanding the brand's reach across different channels and demographics

Trust

The trust established by the brand ambassadors can enhance the impact of affiliate marketing. When affiliates promote a product endorsed by authentic brand ambassadors, it add to the product's value .

Content Amplification

The brand ambassador can create great content while the affiliate can publish it well . This creates a compelling narrative around the brand. Strengths of both the parties can be used effectively.

Data driven optimisation 

Businesses can collect valuable data and insights by integrating both strategies together . With the help of data businesses can analyze the performance of both ambassadors and affiliates and take the measures to improve it.

Conclusion

In the ever evolving world of digital marketing, the power of partnerships through brand ambassador and affiliate programs cannot be ignored. While brand ambassador programs focus on building authentic relationships, affiliate programs offer a performance driven approach. Smart businesses know how to integrate them properly for maximum results.

[reviewblog501]

The Importance of Digital Marketing in Today's Era

In today's fast-paced and highly connected world, digital marketing has become an indispensable tool for businesses of all sizes. The advent of the internet and the proliferation of digital technologies have transformed the way companies promote their products and services. In this article, we will explore the significant importance of digital marketing in today's era and its impact on businesses.

1. Wider Reach and Global Audience: Digital marketing provides businesses with unparalleled access to a vast and global audience. With the internet being readily available across various devices, including smartphones and tablets, businesses can reach potential customers anywhere and at any time. Traditional marketing methods often have geographical limitations, but digital marketing transcends boundaries, enabling companies to target audiences worldwide. This wider reach opens up new opportunities for growth and expansion.

2. Cost-Effectiveness: Compared to traditional marketing channels like television, radio, or print media, digital marketing offers a more cost-effective solution. Digital advertising platforms, such as search engine marketing, social media advertising, and email marketing, allow businesses to reach their target audience at a fraction of the cost. Digital campaigns can be tailored to specific budgets, ensuring that businesses, regardless of their size, can effectively compete in the market.

3. Targeted Marketing and Personalization: One of the key advantages of digital marketing is the ability to target specific demographics and personalize marketing messages. Through data analytics and user behavior tracking, businesses can gain valuable insights into their customers' preferences, interests, and online behaviors. This information allows for precise targeting of advertisements and personalized content, increasing the likelihood of conversions and customer engagement. By delivering relevant content to the right audience, businesses can create meaningful connections and build long-term customer relationships.

4. Measurable Results and Data Analysis: Digital marketing provides extensive data and analytics tools that allow businesses to track and measure the success of their marketing campaigns accurately. Unlike traditional marketing methods, where measuring the return on investment (ROI) is challenging, digital marketing provides real-time data on various metrics, including website traffic, conversion rates, customer engagement, and more. This data-driven approach enables businesses to make informed decisions, optimize their marketing strategies, and allocate resources effectively for maximum results.

5. Enhanced Customer Engagement and Interaction: Digital marketing facilitates two-way communication between businesses and their customers. Social media platforms, blogs, and online forums provide opportunities for businesses to engage with their target audience, respond to inquiries, address concerns, and build a community around their brand. This level of interaction helps foster trust, loyalty, and customer satisfaction. Moreover, digital marketing allows for immediate feedback, enabling businesses to adapt and improve their products or services based on customer insights.

6. Flexibility and Adaptability: In the rapidly evolving digital landscape, businesses must be flexible and adaptable to stay ahead of the competition. Digital marketing offers the advantage of quick adjustments and modifications to marketing strategies based on real-time data and market trends. Businesses can experiment with different approaches, measure their effectiveness, and make necessary changes promptly. This agility ensures that businesses can stay relevant in a dynamic marketplace and respond to changing customer demands.

Conclusion:

Digital marketing has revolutionized the way businesses connect with their audience and promote their offerings. Its importance in today's era cannot be overstated, as it offers a wider reach, cost-effectiveness, targeted marketing, measurable results, enhanced customer engagement, and flexibility. Embracing digital marketing strategies is crucial for businesses to thrive in an increasingly digital world. By harnessing the power of digital channels and staying abreast of the latest trends, businesses can unlock new growth opportunities, build stronger customer relationships, and achieve long-term success.

want to learn digital marketing courses in Mumbai? Join Upsurge Infotec Today

[puzzlepiecesmarketing]

Digital Marketing Terms Every Nonprofit Marketer Should Know

The work of the non-profit marketing consultancy is slightly different from that of the regular marketing consultancy. While marketing experts seek to raise the sales and revenue generation for their business by putting out ads and several various other marketing strategies, non-profit internet marketers make use of strategies to pass the organization’s message. Knowing the key digital marketing terms for non-profit can help a roadmap to more volunteers and donations.

Non-profit marketing also has a different goal: to promote the beliefs of the company and seek attention for/from potential donors and volunteers. But digital marketing can end up being a complicated process with the use of acronyms and complex vocabularies. Keeping up with the terminologies is normally one matter; combining this with the brand-new platforms and technology makes it more tough for non-profit marketing experts.

As a philosopher once said, “the limits of language only limit the mind. What you know is certainly what you have words and phrases for.” This emphasizes the need to understand the prominent terminologies in non-profit marketing. And that is normally why we are writing this article. We believe that you will end up being more successful and end up being able to do more if you known standard digital marketing terms. This will ensure that you can help your firm fulfill its goal.

Search Engine Optimization (SEO)

This is a marketing tactic/strategy that we use to increase your website’s visibility within search engines such as Google, Yahoo, Bing, etc. the higher your website ranks within the search engine, the more visible it can be. This will lead to more brand understanding and elevated traffic on your internet site.  The processes involved in SEO include factors such as creating high-quality content structured on specific charitable topics, the power of your website, website architecture, keywords, etc.

SEO is like the central source of your web articles optimization. If you do it well, your internet site will rank well, but if your SEO is definitely vulnerable, your internet site will also rank poorly. There are plenty of on-line tools that you can use to maximize your SEO strategy. One such is certainly Google AdWords, which provides you with keywords that are most relevant to the non-profit market. This will make your content material even more relevant to Google.

A/B Testing

We use this lingo to describe the process of bathroom or comparing two different variations of the creative treatment of an give to see which one would give a better result. Non-profit marketing experts, for instance, can test this strategy on two Facebook ads with the same message but different images, or the same CTA with changing types of images. It could be one blog post posted with two different headlines also. You can also use it for your email campaigns to find out the more practical or higher click and open rate.

Call to Action (CTA)

A call to action (CTA) is a series of text or an image prompting your network marketing leads and internet site guests to take a specific action. Some everyday activities that require a CTA are donation, sign up, register, download, or register. Ensure that your CTAs are simple and apparent, and have an eye-catching design with an apparent value idea that can move people to action.

Your CTA would sometimes determine how well your articles are doing since it requires the market to act after reading through. Using CTAs would ensure that you can achieve your goal properly. You can either place the CTA at the center of a visual ad or the final end of your article. You are likely to find an increase in response rate if you use the CTA well more than enough in your advertising campaign.

Click-Through Rate (CTR)

Click-through rate measures the percentage of people that clicked coming from an ad after they have viewed it. The more clicks an ad gets, the more relevant or getting the ad or marketing campaign is normally to the target viewers.

If you are a firm representative or a non-profit professional, you will always need other people connections with your content material.

Your marketing effort should focus on those sets of people that go through different web pages of articles on your website. In this case, the click-through rate is normally the percentage of people that interacted with your articles. The reality that they find your articles does not mean that they do anything about it. CTR does not also include active participation. It can be just people that clicked through a hyperlink, CTA, or link that you include in your marketing articles.

Key Performance Indicators (KPI)

Key Functionality Signals refer to metrics that you can use to measure the success of your nonprofit marketing agency. They are specific usually, and they can be compared by you over time. For instance, an organization’s goal at a time could be to write more engaging blog posts. To verify if they are successful at this, they can track this with a KPI. An ideal KPI to track this is the true number of times guests spend on your page or blog post. If the standard time spent on your blog post provides elevated, say from one minute to three a few minutes, this might indicate that the newer articles are more appealing than the older ones. This means that your effort provides started to pay off.

The amount of measurable data determines the effectiveness of your advertising campaign that it produces. For your articles or marketing strategy, you must make sure that you have KPIs that you can use to track the functionality. This will give you an idea of how well you are carrying out in the market. You also understand those areas where you are not performing well plenty of and can strategize how to improve them.

Bounce Rate

Bounce rate is a term that defines the percentage of website visitors that leave after viewing just one particular page.

When a site has a high bounce rate, it could be issues with the website such as poor navigation, slow loading speed, poorly designed web pages, paid ads targeted poorly, etc. Like many various other metrics, the bounce rate of a non-profit website is normally essential for non-profit internet marketers.

Standard of Giving

Different marketing campaigns by non-profit institutions target different prospective donors. The estimate of an individual’s potential providing power within a targeted group is usually known as the standard of offering.

There are several data points to establish this standard. Some of these are market analysis, past offering, and some various other sector ideas.

Return on Investment (ROI)

For any organization to survive, there has to be some kind of income. While business agencies prosper on revenue, charitable businesses also have to find a way to bring in some income. You might work as a volunteer for the corporation and not get paid, but if the company survives, it needs funds.

Return on Investment is a term in digital marketing that refers to every cent or the percentage of revenue that you produce on your marketing or marketing investment. The reality that every buck means a lot to a non-profit company makes Return on Investment very important.

Suppose you are sure that some more value from promo ads and materials than you pay for them, go ahead and buy them. Your ROI is certainly not the money you paid for them. It is normally the money

Conversion Rate

Conversion rate refers to the percentage of your website visitors that completed the particular goal you wish them to out of all your website visitors.

In non-profit digital promotion, the conversion rate is the line between those that see your marketing campaign and those that took part in it. For non-profit institutions, the goal may be to convert your website visitors into donors or volunteers. Those that participate willingly are the ones that are more likely to stick to your firm for a more expanded period. You might have to find various other means to target others or compose them off as those who are not interested in what your business does.

Engagement Rate

The engagement rate for non-profit marketing experts has to do with the effectiveness of their content in getting the target audience’s desired response.

This content in question can be a social media blog or ad post about a fundraising campaign, or an annual giving and the engagement rate for this content is the measure of comments, clicks, likes, and shares that it gets.

You can make use of A/B testing to discover why some content will do better or have a higher engagement rate than the other. This will help you know what you require to do to replicate a campaign’s success in the future.

Conclusion

There is a wide selection of digital marketing terminologies that non-profit marketers have to imbibe into their everyday vocabulary.

The ones explained are some of the basic ones, and they are quite a few compared to the large number. It will help if the non-profit marketing consultancy is normally open to learning brand-new marketing terminologies and strategies and applying them where necessary in their marketing processes. This might help the success of your digital marketing.

Puzzle Pieces Marketing is a colourful and creative marketing agency specializing in non-profits and mission-driven businesses. To Know more about Nonprofit Digital Marketing Agency visit us now.

[cliftonsteen]

Supporting Baristas Through Covid-19: Cafés, Customers & Companies

Covid-19 has affected everyone across the coffee supply chain, from producers through to baristas. More than 90% of cafés around the world have had to close their doors at some point. And while the impact for some coffee shops has been manageable, for many, the sudden loss of business has been devastating. 

Unfortunately, as much as this affects coffee shops, it also affects the people who work in them, too. Thousands of baristas around the world have lost their jobs or taken a pay cut. 

However, although times are tough, customers and coffee businesses are doing what they can to support local cafés and baristas around the world. To learn more about these initiatives, I spoke to a few experienced coffee professionals. Read on to find out what they said.

You might also like How The World’s Leading Coffee Producer Is Dealing With Covid-19

How Has Covid-19 Affected Coffee Shops & Baristas?

Covid-19 has meant that global coffee consumption habits have changed. As a result of stay-at-home orders and widespread closures, many cafés have had to change the way they operate, with a huge shift towards takeaway, delivery, and curbside pickup.

As businesses of all kinds have been forced to minimise operations and close their doors, unemployment across the world has increased. In the US alone, the unemployment rate jumped from 3.5% to 14.7% in just two months. This affected people across all sectors of industry, with a noticeable focus on food service and hospitality – including coffee shops.

Across the coffee industry, cafés and baristas have felt the impact of these changes in consumption. People no longer just drop in to pick up a cup of coffee before work, or sit down to answer emails or work in a coffee shop.

Even now, as measures ease in many areas across the world, there are widespread limitations on the number of people who can be in a coffee shop at once. Cafés are reopening, but their profitability is still comparatively low.

Yarismeth Barrientos is the co-owner of Avellaneda Café in Mexico City, and the co-founder of Café con Jiribilla, a roastery. She tells me that when the lockdown started in Mexico, things were incredibly uncertain for both businesses.

“We were in shock,” she says. “We felt a big responsibility to make things work at the café, and to make sure we could pay salaries to our baristas and staff, as well as paying the producers we work with.”

T. Ben Grimm is a coffee educator and the founder and director of Glitter Cat Barista, a registered non-profit in New York. “It has been mentally and economically challenging. Many [baristas] are out of jobs and out of tips,” T. Ben says. 

Furthermore, according to T. Ben, the “new normal” comes with new challenges. “We’re hearing stories of customers getting angry because a barista tells them they can’t enter without a mask. Dealing with this kind of thing is now a part of their job, and it shouldn’t be.”

How Have Cafés Supported Their Staff? 

Fortunately, some coffee shops have found ways to support their staff even throughout these difficult times. Some have developed certain initiatives to maintain barista salaries even through low-sales periods, while others have started more widespread initiatives to support the occupation around the world.

After a few weeks in lockdown, Yarismeth says that it was difficult to sustain staff salaries. To support staff and “make sure they had a place and a job to go back to once lockdown was over”, Yarismeth and Carlos temporarily closed their doors.

She tells me that despite being a difficult decision, it gave the two of them the opportunity to change a few things: “We were able to open our eyes on what we could do better for our team and for our customers.”

Now that Avellaneda has reopened, Yarismeth tells me that she has started a campaign where people could donate a few dollars to directly support her staff. In exchange, she offers a bag of coffee or a short barista course with her husband Carlos, who is a former competition winner. “A customer mentioned this idea and we really liked it. It was nice to feel supported by them,” she adds.

Both T. Ben and Yaristmeth note that tips are key for baristas. And at a time when not all coffee shops around the world have re-opened their doors, people can still send tips through platforms like GoFundBean. 

However, T. Ben adds: “If your favorite café is open, wear a mask, get a cup, and tip well. If you used to tip $1, tip $2 if you can. Many working baristas are still in a difficult financial situation.”

Support Initiatives For Cafés And Baristas

On a wider level, a number of major stakeholders across the coffee industry have developed initiatives to support struggling coffee shops and their staff.

In the UK, Alpro pledged £325,000 to support independent coffee shops across the country. This package came in the form of free stock for cafés, as well as a tie-in social media campaign that commissioned the services of more than 100 baristas who were otherwise out of work. 

David Jiscoot, Alpro’s Marketing Director, said: “Our independent coffee shops are facing unprecedented uncertainty right now as a result of Covid-19, and many are dealing with significant financial challenges.”

David tells me that Alpro has also developed the “In It Together” fund, which offers immediate financial aid to independent coffee shops.

Another example is a collaboration between Fellow Products, Glitter Cat Barista, GoFundBean and Mage, a digital studio in San Francisco, California. Together, the companies created the Come Together initiative, which supports baristas and cafés through a variety of different fundraising efforts.

T. Ben explains that cafés can sign up on their website, and after a careful selection process and some deal of fundraising, Come Together gives money directly to the cafés who need it the most. T-Ben says this is something that will be happening in “cycles”, noting that the initiative seeks to support as many independent coffee shops and roasteries as possible.

“Many baristas are still out of work. They’re either waiting or leaving to find work where they might make more money. Many shops are struggling to maintain staff they desperately want to keep,” T. Ben points out.

“Making coffee for people is the reason most of us fell in love with this sector in the first place. However, baristas need safety and a thriveable wage before we can effectively move forward.”

Other Ways To Raise Money & Support Baristas

From increasing their online coffee and merch options to starting “virtual tip jars” and campaigns to collect money for staff, cafés all across the world have started a whole range of initiatives in different months.

Social media use has had a massive part to play. “It’s been a good way to reach a wider audience,” T. Ben says. “This way, cafés have the ability to extend their wholesale program, and people can try new coffee.” 

Even though in-café sales have taken a hit in recent months, online sales have seen a significant increase across the board. More and more people are ordering online to try coffee they’ve never tasted before. Furthermore, in a number of major consuming countries, coffee subscriptions have become increasingly popular over the course of just a few short months.

Social media – through both advertising and word of mouth – has had a big part to play in these trends. As well as providing companies with the ability to recover income lost from lower sales, online ordering provides customers with more choice than ever. The flexibility to buy from a number of different roasters, for example, means customers can support a wider range of businesses.

Yarismeth says: “Good things have come out of this situation. We learned more about our team, about the people who were completely on board with our business. In the end, our biggest and most valuable resource as a company is our people.” 

She adds that she saw a lot of loyalty in her staff. “This did disrupt things for everyone. However, those who stayed are working harder than ever and showing incredible professionalism.”

She adds that to recognise the loyalty her team showed when the café closed its doors, she has even increased staff salaries. “I know it sounds absurd,” she tells me. “But we’re happy, and we want them to be happy.” 

To cover this increase, Yarismeth and Carlos have decided to expand their menu. They now sell hamburgers and biscuits as well as coffee.

“Everyone is happy,” She tells me. “Our team is more on board than ever, and we can see that not only in words, but in actions, too. They’re more motivated, they work better, and we’re happy to be able to do it.”

For many people, baristas are the face of coffee consumption. They play a significant role in introducing people to new worlds through coffee.

Everyone in the coffee supply chain is struggling in these difficult times. While changes in takeaway and online orders do help, these do not fully cover the significant loss of sales that many cafés have experienced in recent months.

As such, it’s important to make sure we acknowledge these difficulties and do what we can to support actors at every step of the chain – including coffee shops, their owners, and baristas.

Enjoyed this? Then read Will Covid-19 Mobilise Producers To Roast Their Own Coffee?

Photo credits: Daniela Becerril, Henry Wilson, Julio Guevara

Perfect Daily Grind

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The post Supporting Baristas Through Covid-19: Cafés, Customers & Companies appeared first on Perfect Daily Grind.

Supporting Baristas Through Covid-19: Cafés, Customers & Companies published first on https://espressoexpertweb.weebly.com/

[juniperpublishers-etoaj]

Understanding and Integrating Resolution, Accuracy and Sampling Rates of Temperature Data Loggers Used in Biological and Ecological Studies-Juniper Publishers

Abstract

During the 5th Workshop about Temperature-Dependent Sex Determination held in the 38th International Sea Turtles Symposium (16-22 February 2018) in Kobe, Japan, we discussed the uncertainty of temperatures recorded by data logger and their calibration. We report here an extension of this discussion. First, we propose a way to estimate the uncertainty of the average temperature recorded using data loggers considering the accuracy of the data logger (repeatability of measurements), resolution of the data logger (resolution of its indicating device) and period of sampling temperature. Second, a general procedure of calibration is described. Functions to perform the estimates are provided in R package embryo growth freely available.

Keywords: Data logger; Temperature; Resolution; Accuracy; Uncertainty; Sampling period; Calibration

    Introduction

Metabolism is the process by which energy and materials are transformed within an organism and exchanged between the organism and its environment [1]. The metabolic rate is the rate at which organisms transform energy and materials and is governed largely by two interacting processes. The first is the Boltzmann factor, which describes the temperature dependence of biochemical processes, and the second is the quarter-power allometric relation, which describes how rates of biological processes scale with body size [2]. Hence, temperature is a key factor in understanding the persistence of organisms within an ecosystem. The range of temperatures within which an organism can survive is termed its thermal niche [2]. For many vertebrates, the thermal niche is relatively wide and centered around 30°C [3]. Thus, when temperature is recorded in the purpose of defining a thermal niche, the accuracy of measurements will not have a major impact on the outcomes of this kind of study.

However, for some physiological processes, thermosensitive changes can occur within a small range of temperatures, and thus the accuracy and resolution of temperature recording instruments become much more important. For example, in turtles egg, incubation temperature during embryogenesis affects various aspects of development [4], including probability of embryo survival [5], sex determination for species with temperature-dependent sex determination [6], and morphology and body size at hatching [7]. In addition, incubation temperature can have long-term effects on the physiology and behavior of hatchlings [8]. Many researchers use data loggers inside the nest cavity to generate temperature records during incubation, to later compare them with various characteristics of hatchlings (e.g., size, performance, sex). However, the uncertainty of data logger measurements can affect the conclusions in some cases. For example, the sex ratio for the leatherback marine turtle shifts from 100% males to 100% females in less than 0.6°C at constant temperatures [9], which can be on the same magnitude as the uncertainty of temperature measurement for many experiments. Indeed, 10 out of 141 published studies on reptile egg incubation reported datalogger accuracy as 0.6 C or higher [10]. However, it is important to note that the term “accuracy” is not well defined in most of these publications.

Thus, as a first step, it is important to recall some important concepts used in metrology [11]. The word “uncertainty” means doubt, and thus in its broadest sense “uncertainty of measurement” means doubt about the validity of the result of a measurement. The uncertainty of measurement is a parameter, associated with the result of a measurement, that characterizes the dispersion of the values that could reasonably be attributed to the measurand. The measurand is a particular quantity subject to measurement. Uncertainty of measurement comprises, in general, many components. Some of these components may be evaluated from the statistical distribution of a series of measurements and can be characterized by experimental standard deviations. The other components, which also can be characterized by standard deviations, are evaluated from assumed probability distributions based on experience or other information.

The accuracy of measurement is the closeness of the agreement between the result of a measurement and a true value of the measurand. It is stressed that the term ��precision” should not be used for “accuracy” and that the true value of the measurand is never known.

Repeatability of results of measurements is the closeness of the agreement between the results of successive measurements of the same measurand carried out under the same conditions of measurement. Repeatability may be expressed quantitatively in terms of the dispersion characteristics of the results using multiple of standard deviation or width of confidence interval.

One source of uncertainty of a digital instrument is the resolution of its indicating device. For example, even if the repeated indications were all identical, the uncertainty of the measurement attributable to repeatability would not be zero, for there is a range of input signals to the instrument spanning a known interval that would give the same indication. If the resolution of the indicating device is the value of the stimulus that produces a given indication X can lie with equal probability anywhere in the interval X − δx/2 to X + δx/2.

The stimulus is thus described by a rectangular probability distribution of width δx with variance u2 = (δx)2/12, implying a standard uncertainty of u = 0.29 δx for any indication. Repeatability and resolution of indicating device are uncertainty components linked to the dataloggers characteristics. Uncertainty can arise also from the experimental procedure used to obtain measurements. The experimenter can choose different time frequency of reading measurements. The objective of this work is to characterize and propose a standardized method to present uncertainties while working with temperatures recorded during embryo studies.

There are different brands of data loggers available in the market, all of them with different features. Two characteristics which will affect uncertainty of measurement are particularly important when choosing a particular model: accuracy (precision of the material to record temperature) and resolution (how many digits are recorded). In addition, the researcher must define the rate of temperature data recordings during the period when the data logger will be used. In some cases, data loggers may have high resolution but low accuracy, or limited flexibility in the rate of data collection. Ordering a set of data loggers can be a Cornelian dilemma: should the priority be optimization of accuracy, of resolution, or the sampling rate?

An important first step is to clearly conceptualize the difference between resolution and accuracy. Resolution refers to the level of specificity that the data logger will record temperature in its memory. For example, a resolution of 0.5°C indicates that temperatures will be recorded by bins of 0.5°C, even if the electronic chips can read internally the temperature with better resolution. The number of possible temperature records that can be stored during a session is positively related to the available memory but negatively related to the resolution and the range of temperatures that can be recorded. Some data loggers allow the user to choose between several options to optimize eithe the resolution or the memory (Table 1).

For commercially available temperature data loggers, accuracy is represented in the particular logger’s technical datasheet as a range (±x°C), with x representing how close an individual recorded data point is from the true value. From a statistical point of view, this statement is too imprecise to be useful, because it is not clear if the ±x indicates a confidence interval, and if it is, there is no information about the underlying distribution and the range. Furthermore, it is not known if the data are censored or truncated [12]. In order to investigate this, we contacted the technical staff of the reseller PROSENSOR (Amanvillers, France) and they defined accuracy as the “maximal uncertainty of the measure”. However, this does not provide detail concerning the statistical distribution under consideration. We also contacted the technical support group at Onset Computer (Massachusetts, USA) about their definition of accuracy, to which the leader of the support group stated “I can say that the probability of the logger being within the advertised accuracy is very high. NIST testing can confirm that.” (NIST is the U.S. Commerce Department’s National Institute of Standards and Technology, which provides calibration services for temperature recording equipment). The statement from Onset Computer confirmed that a statistical distribution underlies what temperature data logger reports but again provided no specifics about the exact distribution. We assume that in both cases, the distributions of values generated by the data loggers were either a Gaussian or a uniform distribution. For modelling purposes, we assume the values generated conform to a uniform rectangular distribution, because it is a more conservative estimate (every allowable value is equally likely) and we cannot rule out data truncation by the data loggers due to limitations of their resolution. For this uniform distribution, the minimum and maximum possible values are defined by the ±x accuracy.

The uncertainty is then a specific measure of the quality of temperature recording by data loggers, considering the accuracy, the resolution and the sampling rate. Data logger uncertainty is then defined by the 95% confidence interval of the average temperature during a certain time, recorded during set sampling period by a data logger with known accuracy and resolution (Table 1).

Furthermore, we propose a standardized method to calibrate data loggers. The experimental procedure used for data logger calibration is sometimes described with detail in publications [13,14] but often the published procedure is reported as a simple comparison with a mercury thermometer. Furthermore, even when the experimental procedure was clearly stated, the mathematical method used to correct data logger temperatures when more than 2 control temperatures are used is rarely indicated. Regular calibration testing of data loggers is important because the drift of temperature accuracy can be as large as 0.1°C/year (for UA-001-08, pers. comm. from technical support group at Onset Computer). Our standardized method of calibration uses both a precise experimental procedure and a precise mathematical procedure.

    Materials and Methods

Uncertainty of a Measurement

We generated a simulation to measure the impacts of the accuracy, the resolution and the sampling rate on the quality of the average temperature data that are reported in published studies. To do this, we generated 10,000 time series of temperatures gradually changing at a rate chosen in a uniform distribution from -0.002 to +0.002°C per minute with the initial temperature being chosen in a uniform distribution from 25 to 30°C. We then retained only those records of the time series that corresponded to a specified sampling rate (e.g., for a sampling rate of 60 minutes, we retained only temperature data that occurred at the completion of every 60 minutes time bin). To incorporate errors associated with data logger accuracy, we added to each retained temperature a random number obtained from a uniform distribution centered on 0 and with minimum and maximum corresponding to the reported accuracy of each data logger. We truncated the recorded temperatures to mimic the impact of the limitations of the resolution of each data logger (the resolution effect). From a mathematical point of view, the resolution effect can be obtained using this formula:

int ((temperature + resolution / 2)*(1/ resolution))*resolution

With int being the closest allowable value based on the assumed level of resolution. This formula ensures that the truncation effect is well centered in the interval. As an example, assume a dataset has the following temperatures: 30, 30.1, 30.2, 30.3, 30.4, and 30.5°C, with assumed data logger resolution being 0.5°C. Applying this formula, the dataset is converted to what the data logger should report according to its resolution: 30.0, 30.0, 30.0, 30.5, 30.5, and 30.5°C.

Next, the uncertainty is defined as the 95% confidence interval of the difference between the true mean value and the recorded mean value during the relevant interval of time calculated for all the replicates. For the purpose of this test, we have created a function in the R package embryo growth

(version 7.3 and higher) available in CRAN:

uncertainty.datalogger (sample. rate,

accuracy, resolution,

max.time = 10 * 24 * 60,

replicates = 1000)

With sample.rate being the sample rate in minutes, accuracy being the accuracy of the data logger in °C, resolution being the resolution of the data logger in °C, and max.time being the total time period in minutes over which an average temperature is estimated. This function will generate replicates values of the average temperature for the whole period, and the uncertainty is defined by the range of 95% confidence interval of the difference between true and estimated mean temperature. Optional parameter method is used to control the output estimate as described in the help page of the function that can be displayed using ?uncertainty.datalogger.

Calibration of Data Loggers

For calibration purpose, the data loggers must be checked against at least 3 known temperatures, but better with more, and the recorded temperatures from the data loggers must be compared against temperatures concurrently read from a certified thermometer. A certified thermometer is one that has been certified as being accurate by a national standards laboratory, such as NIST in the U.S. Note that even certified thermometer should be checked for validity periodically, by sending them for testing to a national standards laboratory.

For the comparison at the known temperatures, the data loggers being tested should be immersed in a water bath (be sure the data loggers are waterproof) at the same time as the certified thermometer, preferably with water being stirred the entire time. The data logger should be programmed to record temperatures every minute, with the time of data recording noted by the researcher. At each minute the data logger records a temperature value, the researcher should also record the temperature from the certified thermometer. Begin with the water heated to the maximum anticipated temperature the data loggers will be recording during future research studies, and lastly the minimum anticipated temperature. It may be necessary to add colder water to the stirred bath if the lower end of the anticipated temperature range is below room temperature. The temperatures recorded with the certified mercury thermometer will serve as a reference to correct the temperatures recorded with the data logger. To make this calibration simpler, we have created a function: calibrate.datalogger () in the embryo growth R package

(version 7.3 and higher):

calibrate.datalogger (control.temperatures,

read.temperatures,

temperature.series, se. fit)

Where control.temperatures are the calibration temperatures, read.temperatures are the temperatures returned for each of the control.temperatures, temperature.series is a series

of temperatures to be corrected using the calibration, and se.fit indicates whether standard error of the corrected temperatures should be returned. A generalized additive model (parameter gam = TRUE) or a general linear model (parameter gam = FALSE) with Gaussian distribution of error and an identity link is used for this purpose. The help page of the function that can be displayed using?calibrate.datalogger.

    Results

Uncertainty of a Measurement

The uncertainty of measures obtained with two different data logger models were estimated using uncertainty.datalogger () function with 10,000 replicates and average for 10 days.

*The IP is an international standard published by the International Electrotechnical Commission (IEC). It uses a 2-number code, the first one designates dust resistance (0 to 6) and the second one designates water resistance (0 to 8); the higher the number, the more resistant is the product.

The results for iButton DS1921G-F5# (table 1) were generated using:

uncertainty.datalogger (sample.rate=c(30, 60, 90, 120),

max.time = 10 * 24 * 60,

accuracy=1, resolution=0.5)

The results were (Table 2):

and for Tinytag Talk 2 TK-4014 (Table 2), the results were generated with:

uncertainty.datalogger (sample.rate=c (30, 60, 90, 120),

max.time = 10 * 24 * 60,

accuracy=0.5, resolution=0.05)

The results were (Table 3):

The uncertainty returned by this function corresponds to the 95% confidence interval width of the difference between true average temperature and recorded average temperature: the uncertainty of the Tinytag Talk 2 TK-4014 for the average temperature recorded every 60 minutes is around 0.07°C whereas it is only around 0.15°C for the iButton DS1921G-F5#.

It should be noted that the response was not linear and uncertainty increased as the time interval between samples increased (Figure 1). The uncertainty is more dependent on the accuracy and second on the resolution. The measures were obtained with a large range of temperatures and temperature variations, thus the estimated uncertainty can be considered as being dependent only on the data logger characteristics and the sampling rate of temperatures.

Calibration of Data Loggers

Water was heated to 40°C in a microwave oven and a UA- 001-08 data logger was immersed in the water as well as a certified mercury thermometer. Temperatures were recorded with the data logger and read in thermometer every 5 minutes until water temperature reached air temperature +5°C (Figure 2A). Then the calibration procedure has been run using the function calibrate.datalogger () in R package embryo growth. The corrected temperature recorded by data logger and the temperature recorded using certified mercury thermometer are shown in Figure 2B.

    Discussion

The choice of a sampling rate should depend on the required level of uncertainty for the average temperature considered, on the available memory in the data logger, and the availability and cost of different data loggers. It is particularly useful to define precisely the uncertainty of the measured temperature when the studied phenomenon is highly sensitive to temperature change. For example, the pattern of temperature-dependent sex ratio in the marine turtle Dermochelys coriacea shifts from 100% males to 100% females in less than 0.6°C [9,15]. This range of temperatures producing both sexes is called the transitional range of temperatures (TRT). In this case, when the average temperature is studied for 10 days, which correspond to the thermosensitive period of the development (TSP) at high incubation temperatures [16], the ratio between uncertainty of average temperature and TRT can be as high as 24% (Figure 3). In such a case it will be difficult to estimate the real impact of temperature change for this characteristic.

Calibration does not seem to be a critical part of the procedure with our tested data logger: the uncertainty of data logger was on the same order than the uncertainty of certified mercury thermometer and much better than the uncertainty of certified alcohol thermometer. However, we recommend to always calibrate data logger before and after use for an experiment especially for long period of recording. Both before and after calibrated time series must be included in control. temperatures and read. temperatures parameters in the calibrate.datalogger () function. The standard error obtained for each temperature after calibration is pertinent as it includes corrections for accuracy and resolution characteristics of the data logger but also accuracy and resolution for the calibration thermometer and also temporal drift when before and after calibration temperatures are used.

The correct calibration and adequate uncertainty of data loggers according to the analyzed temperature-dependent phenomenon seem quite logical but they are not always correctly done or at least reported not in publications. When data loggers are used to record temperatures to be analyzed in the context of temperature change due to climate-change, it appears crucial that temperatures are recorded with known uncertainty that is at least smaller than the supposed effect of temperature.

For publication purpose, the function uncertainty. datalogger () can be used to evaluate the uncertainty of one measurement taking into account both accuracy and resolution effect. It can be used also to evaluate the uncertainty of series of measurements done during H hours at a h sampling rate.

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[saltzshaker]

A year after Serial, where do podcasts stand?

Pop Up Archive newsletter, Dec 15, 2015

On December 7, The Tow Center of Digital Journalism released the first ever Guide to Podcasting. The Guide, written by Vanessa Quirk, integrated perspectives from a group of 29 industry leaders that ranged from Steve Wilson from the Podcasts team at Apple to indie podcasters like Aaron Mahnke, creator of Lore Podcast.

Coming in at over 15,000 words (plus a glossary and citations), the guide offers much to sift through when it comes to the still nascent business of podcasting. Read what struck us as the most compelling takeaways from the report.

The unique promise of podcasts within media and advertising 

Quirk points out the ways in which podcasting is not just an awkward cousin to radio, but taps into key trends relevant to the future of all media. As publishers scramble to adapt their content for mobile consumption, the majority of podcast listening already occurs on mobile devices — a full 63% of Libsyn podcast listening occurred on smartphones in 2014, with room to grow as Android makes podcasts more accessible by including them in an upcoming release of Google Play.

The other trend is audio advertising. Between traffic-skewing bots and ad-blocker technology, the display ads that publishers of written content depend on are vulnerable sources of revenue in today's media landscape. In contrast, since podcast ads are heard, not seen, those same ad-blockers don't (yet?) apply. Further, since many ads — most notably Gimlet Media's — are host-read, and produced in-house, they're often perceived as being more engaging and persuasive to audiences, and thus more valuable to advertisers.

Different shows operate with different business philosophies

Quirk identifies three different "operating philosophies" of podcast shows, each with different goals:  

"Those that follow a 'universal' philosophy hope to get their podcasts heard by as many people as possible (and thus logically rely on advertising as an important revenue stream). Examples include: This American Life, New York Public Radio, Intelligence Squared

Those that follow a 'premium' model attempt to convert listeners into recurring, loyal patrons via bonus offerings. Examples include: Gimlet Media, Earwolf (Howl), Slate (Slate Plus), 99% Invisible

Those that follow a 'value-added' model use their podcasts as a means of enhancing both the consumer experience and the brand (and so revenue is not the primary goal). Examples include: BuzzFeed, Audible, Panoply (podcasts add value to publishing partners). "

Podcasts are still experimenting with different revenue streams

The report also identifies a number of sources of revenue for podcasts. These sources include direct support — i.e. listener donations and pledge drive engagement — and foundation support, such as the Knight Foundation's investment in the Radiotopia network. Some shows, like The Heart and Welcome to Night Vale (pictured left), are also turning to live events for extra revenue.

Podcasting companies like Midroll and Gimlet are also experimenting with membership models that offer extra content under paid subscription plans. Quirk points to the audiobook platform Audible as the one company that is entirely subscription-based. The biggest money-makers for podcasts are still advertising and sponsorship. Podcasts from 99% Invisible to WTF with Marc Maron read direct-response ads during their podcasts, encouraging users to enter promo codes. There's more business to be had attracting big brand advertisers to podcasting, such as the Ford ads on Gimlet show StartUp. However, these kinds of advertisers tend to want fine-grained metrics on who their ad is reaching: metrics that podcasting arguably can't yet provide.

Podcast metrics: good enough or woefully limited?

This question matters because the key revenue stream supporting podcasts is advertising. Can better data help make podcasts a better sell to advertisers? According to Quirk, two camps have emerged:

"One maintains that the tools of radio (surveys, extrapolations, etc.) are sufficient for podcasting measurement. The other wishes to push podcasting technology far enough to exploit the medium’s full digital potential—to the point that everything is “point to point measured,” in the words of Sarah van Mosel." Others, like Matt Lieber of Gimlet Media, think that what podcasting needs is a third party to oversee podcast data. Similar to how Nielsen ratings are used to measure television viewership, this would provide an industry standard that would have more legitimacy to advertisers.

Does podcasting have a branding problem?

More than 10 years after its creation, why do some still think of podcasting as being in an "early adopter phase?" Clea Conner Chang, the director of marketing for Intelligence Squared, suggests that it's not just the technology that people are slow to adopt, but the podcast brand:

People say, 'What’s a podcast? How do I get a podcast?' It has an inherent branding problem. … It’s just radio on demand. You can hear your favorite show any time, and they just don’t realize how it works yet, how convenient it is. It wasn’t until a couple of years ago that streaming video became something with mass appeal, and this is streaming audio. It still hasn’t made that association. … Podcasting is on this precipice of being something understood by the masses—it’s not there yet.

Reaching the masses means reaching all age groups, which is still a struggle for podcasting: "A Midroll white paper shows that 67 percent of podcast listeners are 18–34 (to compare, only 30.2 percent of radio listeners fall in this demographic).The podcasting audience skews toward the under-40s, a generation for whom the concept of on-demand content makes sense."

The growth of podcasts remains slow and steady

For all of the podcast buzz of the last year, it turns out that the wildly popular Serial podcast wasn't a magic bullet to podcast adoption, which continues to grow slowly and steadily — with the percent of the US population who've listened to a podcast rising from 30% in 2014 to 33% in 2015.

As Quirk writes: "While Serial generated much media attention, it did not prompt a spike in podcast audience growth, which has remained steady for years. However, Serial did result in increased interest from advertisers and publishers looking to enter this space."

Read the full Guide to Podcasting from the Tow Center

[dalei880886352-blog]

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[gyrlversion]

Google Turns to Retro Cryptography to Keep Datasets Private

Certain studies require sensitive datasets: the relationship between nutritious school lunch and student health, the effectiveness of salary equity initiatives, and so on. Valuable insights require navigating a minefield of private, personal information. Now, after years of work, cryptographers and data scientists at Google have come up with a technique to enable this “multi-party computation” without exposing information to anyone who didn’t already have it.

Today Google will release an open source cryptographic tool known as Private Join and Compute. It facilitates the process of joining numeric columns from different datasets to calculate a sum, count, or average on data that is encrypted and unreadable during its entire mathematical journey. Only the results of the computation can be decrypted and viewed by all parties, meaning that you only get the results, not the data you didn’t already own. The cryptographic principles the tool uses date back to the 1970s and ’90s, but Google has repurposed and updated them to work with today’s more powerful and flexible processors.

“The net result is that we can perform this computation without exposing any individual data and only getting the aggregate result,” says Amanda Walker, a privacy tools and infrastructure engineering manager at Google. “The naïve way to do this would be to take two sensitive data sets, dump them into a single database and do the join and the sum, but then you’ve got everything together and at risk of a data breach.”

Lily Hay Newman covers information security, digital privacy, and hacking for WIRED.

Take the school lunch example. The school has information on all of its students and what food it served when. But it would need data from healthcare providers over time to track whether menu changes are potentially having a positive impact on students’ health. Private Join and Compute would allow these parties, which all hold very sensitive data, to essentially compare notes without divulging sensitive information to each other.

Private Join and Compute uses a 1970s methodology known as “commutative encryption” to allow data in the datasets to be encrypted with multiple keys, without it mattering which order the keys are used in. This is helpful for multi-party computation, where you need to apply and later peel away multiple layers of encryption without affecting the computations performed on the encrypted data. Crucially, Private Join and Compute also uses methods first developed in the 90s that enable a system to combine two encrypted datasets, determine what they have in common, and then perform mathematical computations directly on this encrypted, unreadable data through a technique called homomorphic encryption.

“We said, ‘OK, the early systems were very limited and only did a few operations,” Walker says. “Are those operations we can use? And the answer turned out to be yes.”

Google has already been distributing a technical paper that describes Private Join and Compute to academic and industry cryptographers. And since the company is open sourcing the tool, additional opportunities will come to vet the method’s security and privacy. Tal Malkin, a cryptographer at Columbia University who had an early look at the paper, says that the new tool represents an important step—particularly because it comes from Google and will be open source. This may spur its adoption among businesses that are flush with user data and looking to manage it more privately.

“Secure computation has been a thriving area of research in cryptography since the 1980s, but until recently was considered to be too theoretical for practice,” Malkin says. “I think this project is an exciting step towards opening this important privacy technology for general use.”

Google emphasizes the technique’s potential public policy and social advocacy uses, and Joseph Lorenzo Hall, chief technologist for the Center for Democracy and Technology, says these potential applications are very exciting. But like Malkin, Hall also notes that businesses—including Google itself—will likely lean on Private Join and Compute in an attempt to study user data without overstepping privacy bounds. For example, Google’s Walker says that the company has already launched a beta test in the US that uses the tool for advertising measurements.

“This is sort of the holy grail of a lot of things,” CDT’s Hall says. “Google is using math to allow two parties who don’t trust each other, but who want some kind of aggregate statistic that’s only available by combining their data, to do that without anyone having any information about the underlying individuals involved.”

Though Private Join and Compute makes private calculations possible that were never practical before, it’s still computationally intensive, and might not be feasible for use in all situations. And CDT’s Hall also notes that it’s always possible for the tool to be used to find the answers to questions that society shouldn’t know, or that are invasive in some way. “As the cryptographer Phil Rogaway puts it, privacy-preserving surveillance is still surveillance,” he says. But the cryptographic advances will also potentially enable a lot of public good.

“There was literally nothing you could do to privately answer these questions before,” he says. “It’s amazing, there are so many ways we could use this.”

More Great WIRED Stories

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[sempiternalsandpitturtle]

Is SEM a part of your content marketing strategy? It should be

SEM, or search engine marketing, is the science of using paid advertising to increase your chance of ranking in key search terms. It’s a vital cog in the acronym-packed machine of digital marketing, and an extremely important ally to content marketing.

So that’s what we’re going to cover in today’s article. By the end of the piece we will have answered four vital questions (and then some):

What is SEM?

How much is it going to cost you?

How does it fit into your content marketing strategy?

What tools do you need?

Right. Let’s crack our knuckles and get stuck in.

Part 1: What is SEM?

As mentioned, SEM is where you pay to rank in search. It involves promoting key pages on your website through the use of services such as Google Ads in order for your name to appear at the top of relevant search engine results pages, or SERPs for short.

It’s not as easy as we’ve just made it sound, though. You’re going to have to do a lot of research and behind-the-scenes optimising in order to increase the cost-efficiency of your ads. Ranking in search is a tasty pie, and everyone else wants a slice too. This makes competition fierce.

Commonly used SEM platforms

The two most common paid search ad platforms are Google Ads and Bing Ads. In some areas, Yahoo is also popular.

However, in Australasia specifically, anyone other than Google may as well not exist. According to data from StatCounter, Google has approximately 95% market share in our region. Bing is the next-closest, although when we say ‘close’ we mean ‘distance between the Sun and Earth’ close. They have about 3.6% market share. Yahoo, third, has less than 1%. Well, technically DuckDuckGo is third, but the company syndicates its ads through Yahoo so we haven’t counted it here.

How do paid search ads work?

You ever been to an auction? Well, now you sort of know how SEM ads work.

When you create a new ad, you set a total budget and then how much money you wish to ‘bid’. This will commonly be charged on a per-click basis, which is why paid ads are often given the name PPC advertising, or ‘pay-per-click’.

The ad platform, using Google as our example, will then take this bidding information and compare it to the quality of your ad itself. Google will perceive your ad as being of higher quality if it is more relevant to the audience. Quality is then measured on a scale of one to 10, called the Relevance Score.

Quality and bid are used to rank ads against each other on the applicable SERPs.

So highest bidder wins?

If two ads are created equal, chances are yes – the highest bidder will win. But, if you spend a ton of money and your ad is of poor quality, someone who bids less may still outrank you. Having higher quality increases the cost-efficiency of your ads.

Ad quality and bid amount are used to rank ads against each other on their applicable SERPs.

To share a comparison from AdEspresso: If the average cost-per-click (CPC) of an ad marked with Relevance Score of 1 is between $0.90-$1.00, the average CPC of an ad marked with Relevance 10 is less than $0.10.

What is a ‘poor-quality’ ad?

Basically if the ad copy and landing page either don’t match each other or don’t suit the target audience, they may be given a low Relevance Score. So for example, if your ad copy offers one thing but your landing page offers another, Google will be like, “Uh uh, something isn’t right here,” and could mark you down.

How do I appear in the ‘relevant SERPs’?

Largely it’s a keywords game. Keywords and audience demographics. You’ll run your ad on a set of keywords that you feel are relevant to your advertised page, and then tell Google which users are the people you want to target.

Google will then use this data to figure out where best to serve your ad based on what people are searching. If other businesses are trying to go for the same keywords/users, your bid and quality score will help sort you.

The difference between the Search and Display ad networks is easy to understand. Here’s how to choose what kind of Google Ads campaign to run. https://t.co/iuyRCwSmd0 pic.twitter.com/ANwB685v2q

— Castleford Media (@castlefordmedia) January 17, 2019

SEM vs. SEO

It’s easy to confuse SEO and SEM, especially as, once upon a time, SEO and SEM were often considered part of the same acronym. However, these days there’s a distinct difference.

SEO is…

…the process of optimising a website and its content to rank highly in organic search. Basically, SEO helps Google crawl your website, understand it, and place it where it should be in search. It’s quite technical and takes a long time to get going, but can be cost effective over a long period of time.

SEO includes such strategies as:

Incorporating keywords naturally into content.

Optimising web page load speeds and formatting for mobile.

Regularly releasing content.

Strengthening your link profile.

SEM is…

Skipping many of those tactics by paying for results. It gets you a short-term traffic boost, but as soon as you turn off the ad, the traffic stops flowing.

SEM vs. content marketing

SEM is a totally different strategy to content marketing, but they should not be seen as opposing options. As we’ve alluded to above and will summarise below, they should be seen as allies.

SEM and content marketing may be different, but they should not be seen as opposing options - they are allies.

Content marketing is…

…the act of producing content of various types in order to educate, inform or entertain an audience. It is increasingly common that content marketing is used as an educational tool for businesses to build their authority in a specific area, becoming synonymous with that field and building trust with users. Content can also be used to buff SEO and brand awareness.

Content types include (but are very much not limited to):

Blogs.

E-books and whitepapers.

Graphics, such as infographics.

SEM is…

…your means to get that content out into the search world and yield short-term results.

There are great benefits to educating your customers with #contentmarketing. Education is an opportunity to build trust. and authority. But how? Find out here.https://t.co/XKRr13Tr1x pic.twitter.com/YUewRZXLnl

— Castleford Media (@castlefordmedia) October 16, 2018

How much does SEM cost?

You’ll hate this answer but … how long is a piece of string? Or in other words, what do you want to spend?

Your budget is entirely up to you. So long as you’ve optimised your keywords and audience, and produced a highly relevant ad, you’ll get at least some results no matter what you spend (they just might not be great). That said, we won’t leave you without at least some data to go off, so here we go:

Some Google Ads data

The average CPC across US-based industries on Google Ads is about $2.69, found Wordstream. The most expensive industries are legal and consumer services ($6.75 and $6.40 respectively), while the least expensive are e-commerce and advocacy ($1.16 and $1.43).

The average CPC across US-based industries on Google Ads is about $2.69.

The average conversion rate of these ads is about 3.75%, across industries. This is highest in the dating & personals and legal categories (9.64% and 6.98%), and lowest in advocacy and real estate (1.96% and 2.47%).

According to Wordstream, Australia is about 5% less expensive per-click than the US, and NZ is about 14% less.

Key takeaway: If you can guess how many users you’d like to convert, you can extrapolate that to how many clicks you need and, thus, how high your budget will have to be for keywords in your industry.

So do I need SEM, SEO or content marketing?

It kinda sounds like SEM is your cheat sheet to results, right? Paying for short-term rankings instead of earning them over a period of time. Well, while this is definitely true, it’s not the whole picture.

SEO is your way to appear in organic search results, the links of which users are far more likely to click on – at a margin of 94% to 6% (6% here being ads), according to GroupM UK/Nielsen data. SEO is also more cost-effective over time.

Content marketing is the meat of your SEM and SEO strategies. Without good content, users having nothing to actually land on when they click.

The final answer: Really, you need all three. Content forms your bedrock. SEO earns you long-term, passive traffic. SEM gives you a short-term boost on key campaigns..

Part 2: A list of useful SEM tools

Google Ads tools

In Australasia, Google Ads is going to be your primary source of paid traffic. There are three free Google tools that can help you when you’re using this platform:

Keyword Planner: This tool gives you keyword ideas, helps you see search volumes for important terms and forecasts how certain words might perform in future.

Google Ads Editor: Editor lets you edit your ads and make bulk changes – even offline.

Google Analytics: Google Ads has its own data built in, but Google Analytics will help you go much deeper.

Additional strategic tools

Ahrefs: Ahrefs analyses your competition and helps you understand why they rank so highly. It can report on their keywords, content and backlinks, and track competitors in real time.

SEMrush: SEMrush has a number of useful SEM tools, including keyword research, competitor analysis, and more. It also has SEO, PR and social media functions to provide insight into other areas of your overall digital marketing strategy.

Unbounce: For a little help building a good page for new users, try Unbounce. It has an easy-to-use drag-and-drop landing page building tool that even beginners should be able to pick up.

Part 3: Best types of content for SEM

PPC landing pages

This is a page where users land specifically to convert in some fashion. At the top of the marketing funnel they might want to download an informational guide; in the middle of the funnel they could be interested more in your specific services (and how they could help); and at the bottom of the funnel you’re capturing actual sales.

Your PPC landing page should have compelling copy that entices a clear goal, and smart navigation so the goal is achievable without hassle or confusion.

E-books or whitepapers

E-books and whitepapers are downloadable guides that pack a ton of useful information into a single PDF. Both should be put together by a graphic designer to improve professionalism and memorability.

E-books and whitepapers are downloadable guides that pack a ton of useful information into a single PDF.

These assets are critical in a lot of content strategies. They are excellent lead generators, and the sheer weight and helpfulness of them shines your business in a very authoritative light.

Infographics

Infographics are like e-books and whitepapers except simplified. They are designed to pack an incredible amount of dense information into a digestible format, with limited text and heavy use of imagery. Basically, you want the reader to consume a lot of knowledge at just a glance.

One of the reasons infographics are so popular is they are an easy sell. The user gets the information they seek but doesn’t have to read 60 pages to get it.

Cornerstone content

Cornerstone content is the best of your website. These are your long-form blog articles that pack the most depth, answer the most questions and rank the highest on search. They have a heavy focus on education and not so much on sales, and form the anchor to your wider content strategy – you will write multiple spin-off pieces based on this cornerstone content, all of which link back to the main page (and Google loves itself some links).

Cornerstone content can also be in the form of landing pages.

from http://bit.ly/2GQBEnV

[germantutorpune-blog]

Digital Marketing Strategies for Dental Clinics

Regularly marketing your dental practice is a necessary task for every dentist, no matter how established. Dental marketing strategies are techniques we get perceived by the right people to grow our practices. Now more than ever, it is necessary that have a robust Internet occurrence as part of their marketing campaign. Don't waste another dollar on traditional marketing. Get started today by contacting us to schedule a digital consultation for your practice. We help you not only reach your target audience but also stay connected online in between visits through social media, emails, and online ads. And many more.

Our proficient team has helped hundreds of dental surgeons attract new patients,  increase profits, improve social media presence, as well as lower their advertising costs, and we would be privileged to connect with you. We have created a complete online learning center with full step-by-step instructions on everything you need to run and grow your dental practice.

To Know More Click- Digital Healthcare Marketing Agency

Don't be the same, Be BETTER!

Build the trust adopts the difference in practice than rest and be better than your competition when you have one stop solution to all your marketing need. Remember this unless you needed more reason to market online: 85% people looking for a dentist online, 70% of the dental patients say that reviews and rating influence their while choosing the right dentist

Following 9 best dental marketing ideas to grow your practice:

Local Awareness Facebook Ads

Facebook attracts millions of visitors every day, which makes this platform one of the broadest networks for dentists. However, through Facebook advertising, you have the chance to dive deep into customer personas and audience types. If you haven't already, check out our guide below to help get you started on a social media advertising strategy. Facebook attracts millions of visitors every day, which makes this platform one of the broadest networks for dentists. However, through Facebook advertising, you have the chance to dive deep into customer personas and audience types. If you haven't already, check out our guide below to help get you started on a social media advertising strategy.

Facebook Pages of Healthcare- Be a part of the major change in spreading awareness through digital media

Social Media Marketing for Dentists

SEO should be a major focus of a practice's healthcare marketing strategy also can offer you an avenue to market your practice. When patients" like", "share'' and "follow ‘' your content through social media their whole social media network can view it. Social media marketing can take several forms and fit any marketing budget. It helps you to provide followers with up-to-date, relevant information, such as interesting statistics on oral health, tips, and images of your practice and employee philosophy so they feel as if they know you. The best key builds a relationship with the patient by offering complementary information. This will helps to gain established trust, brand awareness along with the increasing likelihood that your practice will be at notable of there when they are ready to book an appointment.

Email Marketing for Dentists

Email is so much more than a simple communication tool. By using email management service we should be collecting the email address of every single patient in your office. These email services allow you to send out announcements, newsletters, new and exciting promotions, and even birthday greetings. Email is also a real tool to send appointment reminders. This helps you stay in touch with your patients and customers, and keeps you in their minds, in a very simple way.

Online Review Marketing

Patient reviews can be reflected in a great way to promote visibility and credibility in your medical practice.80% look for health information online. Online review marketing is most frequently used way to move up the search results. Reviews can help build your patient base by increasing your credibility as a top medicinal provider in your community and increasing your visibility online compared to your competitors. A Google review makes a strong impression on people who find you and see all those gold stars! Although it sounds like it might be a lot of effort, software solutions like Birdeye benefits make online review marketing easy.

Know More at- Healthcare Marketing

Patient Referral Bounces

For existing dental practices, 70% of the new patient growth should come from internal patient referrals. Seems yet patients won't often view your dental practice as a developing business in the exploration of more patients. So what are the ways to keep your name at the top of their minds and encourage them to tell others about your services?

By offering a various referral bonus program. The motivation for a patient chain is simple – If a patient recommends your practices to subordinates if that they end up visiting your practice, then the original referrer is compensated with a bonus such as a discount to particular dental therapy, discount to products. This includes end up a benefit to both new as well as old patient and endearing them to your practice.

To make this idea even more effective, consider incentivizing employees to motivate them to help improve and grow your practice, not just through referrals, but in all facets of your operation

Website Optimization

Optimizing your website for SEO is also a very technical practice that I suggest leaving to the pros. Generally speaking, website optimization involves making sure your website is set up in the back-end such that search engines will notice and understand what your site is all about. This relates to things like setting up how your website structures URLs, or the specific web addresses for each page, how your text is formatted, and how your images are presented. Optimizing your site for SEO is a technical exercise that is best left to the experts.

Digital Brand Reputation Management

Invest Paid Advertising

If you want more patients, you have to visible in front of them. Making online advertising an effective way to connect. Dental advertising and vigorous social media ad campaigns can alert local patients to the specific dental services offered by your practice. Your ads will appear at the top of search results, allowing prospective patients to find you with minimal effort.

Create and dental Video and invest in dental marketing

Video content is quickly becoming the new source for the future of SEO. Youtube is the second largest searches engine behind Google also second most platform behind Facebook. Consumers like Video, They like so much that a Video is 50 times more likely to rank progressively in the search results than text pages, and by 2019.

Kind of such videos your dental office should leverage:

Physician profile videos: Having profile Video is a great way to build trust your dentists and dental hygienists along with help to boost confidence as well.

Website welcome videos: Dental Arts has an excessive welcome video that expresses to the human side and creates empathy, two incredibly important aspects.

Procedure and treatment overviews-Various dental surgeries videos help to creates more patient awareness.

Educational videos on commonly asked questions or dental conditions: How safe are dental x-rays? How long will my dental restoration last? What exactly is a cavity? "How long does Invisalign take? These types of questions that can be easily answered in form videos. Designing your tube page not with these type of video not only make you the go-to authority but also helps to create the doubt of the patient regarding that thing also clear up confusion about your services.

Click to know more- Healthcare Content Development

Publish Infographics

Infographics allow you to visually portray statistics and information. Sharing infographics regularly about interesting dental facts is a pronounced way to pique the interest of potential patients while increasing traffic and links to your website. Your infographics might even go viral with your endless efforts!

Remarketing

Always browse through a website, click out any tab and far ahead see ads highlighting some of the items you were looking through? If so, you have been remarketed to!

Remarketing sanctions you to track users who have frequently visited your website—without a purchase or action—and shares or advertise your ads on other websites. Think of this as the ultimate digital stalking, big business will break on your mind and follow you!

In Dental digital marketing remarketing has become one of the most important because it helps people look forward to scheduling an appointment with your practice

About Us:

Plus Promo is a subsidiary company of SI-Research and solutions private limited, widely known as SI-Insights? With our core expertise into pharmaceutical and healthcare digital marketing, we have helped several Hospitals/Clinics and pharma brands in their digital transformation journey.

While working over the years, partnering with Hospitals and Pharma companies we have carried out several branded and unbranded campaigns. With the help of various digital initiatives, we could be touched upon millions of patients and caregivers.

Our in-house capabilities of medical communication, web development, video content manufacturing, digital assets creation, and content management is a big plus that adds lots of value to the process.

Our vision is to make a healthier society by empowering patient with adequate information so that they can take an informed decision. A well aware patient take preventive measures, adhere to therapy, prepare well for safety issues, which reduces readmission, cost burden and improvise overall treatment outcome.

We are providing our sample services as the first step to increasing your patient’s footfall. Call us (+91) 7506221809 to get started with attracting patients online absolutely free with Plus Promo’s rewarding healthcare digital marketing taster.

[bbnnfeed-blog]

Data Reveals Brazil's Working-Class Embraces Crypto

New Post has been published on https://bnn.io/news/data-reveals-brazils-working-class-embraces-crypto/?utm_source=Tumblr&utm_medium=socialpush&utm_campaign=SNAP

Data Reveals Brazil's Working-Class Embraces Crypto

The latest industry research done for Brazil has been published in “The Profile of the Crypto Investor in Brazil” – or “O Perfil do Investidor de Criptomoedas no Brasil,” in Portuguese – and reveals a fascinating trend. Data Reveals that Brazil’s working-class embraces crypto and has become one of the most popular values to trade with currently.

Profile of Average Brazilian Cryptocurrency Investor

The report reveals that Bitcoin (BTC), perhaps unsurprisingly, holds a dominant position in the market, with 86% of those surveyed stating they hold this premier cryptocurrency. Other digital assets present include Ethereum (47%), Litecoin (30%), IOTA (21%) and Ripple (21%). According to the survey, the average Brazilian market participant has two or three cryptocurrencies in his wallet—and I say “his” deliberately; the vast majority of cryptocurrency supporters in Brazil are men (92%), with women only representing a mere 8% of the total market. Regardless of gender, however, most investors in Brazil’s cryptocurrency market are between 20 and 25 years old, with age groups 26-30 and 31-40 each respectively representing about 20%, and the average age overall being 28.

Perhaps the most remarkable data uncovered by this survey is that the vast majority of cryptocurrency holders (40%) in Brazil earn below the countries minimum wage of BRL 2,500.00 (USD 600), with 29.5% earning between BRL 2,500.00 (USD 600), and BRL 5,000.00 (USD 1,200). Even more surprising, only a mere 2% of Brazilian crypto investors earn over BRL 50,000.00 (USD 12,000) annually. Considering these statistics, it is clear that it is Brazil’s lowest earners who are showing the most significant interest in Bitcoin.

It might seem like these lower-earning groups are the least likely to invest in such a volatile market. However, their interest makes perfect sense when you consider it against a few key factors. Firstly, there has been a massive increase in the accessibility to knowledge about cryptocurrencies and related technologies. Due in part to 2017’s dramatic bubble, we see a far broader sphere of familiarity with cryptocurrencies globally and an increase in the number of crypto-centric media, news, and information outlets online. What once was only broadcasted on elite Telegram channels can now be easily found on websites like BNN.io. Second, is the lower entry threshold and third is how creating a wallet or registering for a cryptocurrency exchange drastically decreases one’s reliance on what the Atlantic called Brazil’s “insane bureaucracy.” Compared to the woes of a traditional financial market where low-income participants are more often than not given the short end of the stick, crypto certainly seems like a sound choice for Brazil’s lowest earners.

What is further indicated by the data is a gradual shift from traditional savings to the adoption of long-term financial strategies to be played out in the cryptocurrency market. Studies show there is a relatively even division between those who also hold more traditional assets (55%) and those who are only holding cryptocurrency (45%). What’s more, a sizable percentage of Brazilians have turned to cryptocurrency to solve their dissatisfaction with traditional financial systems, with 72% reporting they invested in these assets as an alternative to conventional banking.

Regarding knowledge base among Brazil’s crypto users, the interviewees state that they are familiar with the most basic terms such as ‘cryptocurrency,’ ‘wallets,’ and ‘blockchain’ (93%, 88%, and 85%). As for more complex terms, such as ‘double spending’ and ‘Proof of Work (PoW),’ relatively high averages persist, with each respectively having 44% and 51% of people reporting familiarity. Given the economic standings of the interviewees, this data is quite impressive. One could even speculate that these findings indicate market participants have sought additional information on the concepts and terms involved in the cryptocurrency industry. Perhaps this can be read as an indication that Brazilian crypto holders are leaning towards the long-term, especially considering that the majority of those who invest heavily in the cryptocurrency market (79.6%) say they are motivated by long-term returns, while only 54% say they are also looking for short-term profits. As for other motivations, the percentage of people who said they had invested because of advertising or on the recommendation of family and friends turned out to be quite low, with 78% and 60% of respondents, respectively, denying these claims.

The fact that at least half of the interviewees were aware of the market in mid-2017 indicates that the technologies increased news presence stimulated people to seek more information about cryptocurrencies. It is likewise enlightening to see that friends, family, and trends played less of a role in making these financial decisions. The most disadvantaged people seem to understand better than counterparts that cryptos disruptive nature is part and parcel of its appeal.

Further Findings

It is clear that interest in the topic remains active. Seeking to craft a better understanding of what the profile of those who invest in Bitcoin and other digital assets in Brazil looks like, two students from the Fundação Getúlio Vargas (FGV) Administration course prepared a Course Completion Paper – Trabalho de Conclusão de Curso (TCC) – oriented toward this subject. The TCC paper aims to “provide a clearer view of the cryptocurrencies investor profile in Brazil and the potential for non-investors to enter the market.”

Further, the paper analyzes the motivations of crypto investors, the type of wallet they maintain, the presence of traditional investments in their portfolios, their familiarity with market terms, and lastly, what motivates people not to invest in the market. In addition to the above stated, the paper likewise provides valuable demographic data, outlining a complete profile of average investors. What results from all these objectives is one of the most comprehensive works on common crypto users ever carried out in Brazil.

The study examined first buys and determined that most of the investors entered the market in the second half of 2017, which coincides with Bitcoin’s recent boom. Most of the interviewees are from the normally less likely to invest middle or lower working class, which may indicate that cryptocurrencies are acting as a gateway into the world of strategic investment for many Brazilians. Potentially, crypto could even replace the savings notebook, which is currently the country’s most popular form of investment. What is also clear is that the hype of 2017 coupled with the losses seems to have had less influence on the investment choices of Brazilians than many had previously imagined. The growth in the value of these assets – mainly in the second half of last year – helped to motivate investors to seek short and long-term profits. It remains to be seen what 2018 reserves for those who are patient,  maintain their wallets, and keep to their investment strategies.

In Brazil, Bitcoin’s Trade Volume Exceeds Gold’s

Bitcoin’s trade has exceeded the volume of gold in Brazil, which, given the financial problems that Brazil is facing at the moment, is a very telling statistic about cryptos future. To spell this claim out with numbers, Bitcoin’s trades reached a volume of R$ 164 million, while gold spot contracts were only attributed to R$ 153 million. Putting this into USD values shows us that there is a $3 million difference between the two markets. This trend only strengthened as 2016 progressed, with the Bitcoin trade reaching twice the value of the gold trade in that month. Crypto exceeding the volume of gold in Brazil is another vote of confidence for the Bitcoin ecosystem.

Despite these strong figures in Brazil, gold remains an asset with higher trading volumes compared to Bitcoin. The London Bullion Markets Association reports that the average daily volume of gold trades is $20 billion. Bitcoin, only seven years old, has an average daily volume of $1.5 billion. However, this is quite significant for the cryptocurrency, as it has often been referred to as “counterfeit money on the Internet.”

BitValor, a website tracking the volume of Bitcoin’s trades across the country, indicated that there is a significant increase in the volume of trades compared to the entire year of 2015. Nevertheless, 2015 was a successful year, with exchanges reporting a volume of trades of R$ 113 million over the course of twelve months. In the first half of 2016, Bitcoin’s volume of trades was equal to that of the previous three years in all Brazilian crypto exchanges.

At the moment, it is not known where this sudden interest in the Bitcoin trade comes from. But residents also see problems on the horizon. Bitcoin is a solid way to diversify a wallet; that’s impossible to deny.

Brazil’s Government Requests AML Information From Crypto Exchanges

In pursuit of the same growth that is taking place in the crypto community, the exchanges recently received a questionnaire from the Attorney General’s Office of the Ministry of Finance requesting information on their operations and the measures they employ to prevent money laundering and the financing of terrorism. The requirement was made in the framework of the FATF (Financial Action Task Force) recommendations to protect the integrity of the financial system.

Portal do Bitcoin made the announcement after it had access to the document sent by prosecutor Ana Paula Bez Batti, which states that the answers will form part of a confidential dossier. As indicated, the questionnaire requests data ranging from compliance with limits offered to customers to the hash of crypto exchanges wallets.

According to the report, the fourteen question questionnaire was sent to the exchange platforms through the contact forms on their websites. In its contents, it states that the information requested will support a “study for the Fight against Corruption and Money Laundering.” The exchanges had a five-day deadline to answer questions and submit the required information.

Among the most salient information requested by the prosecutor, Bez Batti, are the methods used by trading platforms to verify their clients’ registration documents. This request includes deposit limits in cryptocurrencies or other currencies; identification of the origin of deposited funds; hash of wallets (hot and cold) where the exchange stores users cryptocurrencies; and whether trade with anonymous cryptocurrencies such as Monero, Zcash, and Dash. The application also includes financial information on crypto exchange partners.

The cryptocurrencies exchanges seem to have conflicting opinions on the injunction issued by the Brazilian Treasury Prosecutor’s Office. The information summarizes, without identifying the sources consulted, that some startup claimed to have answered the questionnaire in its entirety, while others indicated that they would not respond to a document that is not official.

A similar request for information from crypto exchanges by official bodies was recently made known in Chile. In that case, Buda.com platform provided data on its user’s transactions to the tax authority of that country. However, startup managers pointed out that the request had a clear legal basis.

An Expert’s Opinion 

We were able to contact Marcos Morais, a Brazilian fintech advisor, who currently works for BleuTrade Crypto Exchange. He gave us his opinion on Brazil’s economy in relation to cryptocurrency.

BNN: Tell us about yourself, your projects related to blockchain technology, and your role at Bleutrade.

Morais: My name is Marcos Vinicius de Morais. I am completely passionate about cryptocurrencies and Blockchain technology. I have been immersing in this field since the middle of 2016. I work on Bleutrade as an advisor. In fact, I am in charge of looking for new projects to be added on Bleutrade exchange and for new partnerships for our exchange.

BNN: Brazil has the most robust economy in the region, however, according to the latest research from “O Perfil do Investidor de Criptomoedas no Brasil,” compared to figures from other South American countries, adoption and trading in Brazil have not grown as fast as in Venezuela (to mention an example). Do you think this is partly because countries in serious crisis are looking more urgently for alternative solutions in cryptocurrency?

Morais: This is a really great question. I don’t think we have a correct answer for it. But from my perspective, at our current stage, Bitcoin and cryptocurrencies are developing better in countries that are facing some type of crisis (like Venezuela and Zimbabwe).

BNN: Could you indicate other factors besides those mentioned above that could be holding back mass adoption in strong economies such as Brazil?

Morais: In Brazil, we have positive things and drawbacks about cryptocurrencies adoptions. As a positive perspective, we can quote the fact we have more investors of cryptocurrencies than investors on the stock market (number of users). As for drawbacks, I think the volatility of the crypto market and lack of regulation are the main reasons that are preventing crypto become mainstream. Another factor is usability. It isn’t easy to use crypto on our daily basis. However, I think these issues will be overcome in the next five years.

BNN: The Brazilian government recently requested information from crypto exchanges on money laundering prevention. Tell us your opinion about this. Have the exchanges taken it well? What do you hear from users? Are there any companies that have not welcomed these requests from the state?

Morais: We prefer not to comment on this question. But have in mind that we always think on the best for our users.

Summary

The Brazilian economy is just one of several cases that exemplify how cryptocurrency is maturing into a viable solution to the problems inherent in traditional, centralized systems of finance. One ought not to call it a fluke that the data indicates cryptocurrency is overwhelmingly being used by Brazil’s middle and working class, as the same is evident at the macro level when it comes to countries boasting similar governmental and economic circumstances.

Meanwhile, Brazil and surrounding regions must wait patiently for Morais’ predictions to come true. If Morais is right, in the coming years, there will have already been remarkable progress with more on the way. Ideally, crypto enthusiasts in Brazil are looking at a future wherein usability has brought about mass adoption and government regulations—instead of unabashedly stifling innovation— are actually doing their jobs by helping negate scams and clear the space of bad actors.

[earlenepark-blog]

BUSN 115 FINAL EXAM – NEWLY TAKEN

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 BUSN 115 Final Exam – Newly Taken

 Question 1.1. (TCO 7) Some of the characteristics of lean systems include which of the following? (Points : 5)

  They take twice the human effort.

They have the same defects in the finished product.

They require half of the engineering effort.

They use half the floor space for the same output.

They carry 50% more inventory.

   Question 2.2. (TCO 7) Mass customization means (Points : 5)             

  tailoring products to meet the needs of a large number of individual customers.

fewer and fewer manufacturers are learning to customize their products.

manufacturing companies may become service companies over time.

more and more manufacturers are learning to customize their products.

operations management concepts are not applicable to the service sector.

   Question 3.3. (TCO 8) One scarce item in the future will be water. Which is the least expensive way to get water from places of abundance to places of need? (Points : 5) 

  Pipeline transmission

Air transportation

Truck transportation

Ship transportation

Train transportation

   Question 4.4. (TCO 8) If there is one thing that advertisers agree upon, it is the growing importance of social media in product promotion. Given this information, (Points : 5)          

  investing in social media hinders a company in reaching its goals.

social media needs to work hand in hand with other channels.

social media reaches old audiences that have new devices.

nontraditional audiences are the new target for social media.

social media and direct mail are complementary to one another.

   Question 5.5. (TCO 1) You own a hardware store in the small town where you live. A big-box, multiline competitor has just opened. You see the following as your advantages of maintaining your market share and continued sales revenue. (Select all that apply.) (Points : 5)             

  Quickly adapting to the market

Providing improved customer service

Increasing your inventory levels

Opening a branch store across the street from the big box

Providing free expert advice and consultation to your customers

   Question 6.6. TCO 1) You are fairly good at various and sundry home repairs. You aren’t very good at electrical things or anything having to do with plumbing. But you’re great with painting, patching, and general maintenance on a home. You’re contemplating starting a home repair business in your town. What are some issues that you can influence and should be concerned with in launching a new small-business start-up? (Select all that apply.) (Points : 5) 

  Undercapitalization

Competitors and competition

Government control

Collecting and remitting sales and use taxes

Training for what you don’t know how to do

   Question 7.7. (TCO 1) A technique that combines all the promotional tools into one comprehensive, unified promotional strategy includes which? (Select all that apply.) (Points : 5)  

  The creation of a positive brand image

Meeting the needs of the consumer

Meeting the strategic marketing goals of the firm

Meeting the promotional goals of the firm

Meeting profit expectations of external investors

 The real answer that incorporates all these elements is called “Integrated Marketing Communications”.

  Question 8.8. (TCO 2) A conscious plan that represents and encourages a unique set of values includes which? (Select all that apply.) (Points : 5)             

  Our elected representatives

Our communities

Our competitors

Our employees

Our customers

   Question 9.9. (TCO 2) The Uniform Commercial Code includes which? (Select all that apply.) (Points : 5)             

Laws that cover promissory notes and checks

Legally enforceable agreements between two or more parties

Bills of Lading

Something of value

Forms of commercial paper

   Question 10.10. (TCO 2) Some regulation of business seems necessary to ensure fair and honest dealings with the public. The impact of this statement can best be explained by which of the following? (Select all that apply.) (Points : 5)      

  Consumers and investors have called for increased government regulation in the financial sector.

U.S. businesses will need to work with government to create a competitive environment that is fair.

Future financial crises will not be as severe as previous ones.

Businesses won’t have to worry with future healthcare insurance regulations.

Global competition will steadily decline over time.

   Question 11.11. (TCO 3) Strategies for reaching global markets include which? (Select all that apply.) (Points : 5)

                  Licensing

Importing

Direct marketing

Franchising

Contract manufacturing

   Question 12.12. (TCO 3) Nations rely on a number of key indicators to measure global trade. These include which? (Select all that apply.) (Points : 5)

                  The total value of a nation’s exports compared to its imports measured over a particular period

The total value of a nation’s imports compared to its gross domestic product over a particular period

The total value of a nation’s exports compared to the value of the International Monetary Fund

The difference between money coming into a country and money leaving the country

The difference between money leaving the country and its imports measured over a particular period

   Question 13.13. (TCO 3) In 1948, a global forum was created whose purpose it was to reduce trade restrictions on goods, services, ideas, and cultural programs. The results of the efforts of this organization include which? (Select all that apply.) (Points : 5)       

  The creation of regional alliances

Reduction of tariffs an average of 38% worldwide

Expansion of new trade rules to areas like agriculture

The protection of patents

Overcoming constraints and decrease business opportunities

   Question 14.14. (TCO 4) The disadvantages of sole proprietorships are which? (Select all that apply.) (Points : 5)             

  Risk of personal success

Risk of personal loss

Unlimited financial resources

Few or no fringe benefits

Unlimited life span

   Question 15.15. (TCO 4) A limited liability company has which of the following advantages? (Select all that apply.) (Points : 5)

                  Limited liability

Choice of taxation

Flexible ownership rules

Self-employment taxes

Fewer incentives

 Page 2

  Question 1.1. (TCO 5) In this digital age, setting up shop online is vital for most retail businesses. But having only an online presence that customers can access at home isn’t enough anymore. Now consumers have an array of smartphones and digital tablets that can get them online from anywhere. For social networks and retailers alike, the mobile market has already enjoyed tremendous growth. Given this information as a sales manager for Always Better Car Sales (ABCS), your concerns include which of the following? (Select all that apply.) (Points : 5)

                  Migrating to the mobile medium shouldn’t be a problem.

Making the leap from laptop to touchscreen is an option at this stage of your efforts.

Social media is one option to enter the mobile market.

Using a service such as a mobile commerce platform is an option.

Economists estimate that as much as 51% of the total consumer spending may go through social networking sites.

   Question 2.2. (TCO 4) To look at problems and/or passions and see opportunities in them, which of the following questions should be asked? (Select all that apply.) (Points : 5)  

  What do I want but can never find?

What services would improve society?

What products would improve my life?

What irritates me, and what product would help?

What products would improve all mankind?

   Question 3.3. (TCO 5) Electronic wireless technology continues its move toward ubiquity. Such media inculcates which of the following? (Select all that apply.) (Points : 5)             

  Sweepstakes promotional information

News and sports information

Client information

Company information

Competitor information

   Question 4.4. (TCO 5) You are an independent Internet marketing consultant. You have an excellent track record of assisting small- to medium-sized companies fully realize their marketing potential through an improved and enhanced presence on the Web. Mr. Top Hatt, the owner of a small pet-grooming salon (Hatt’s Cat Grooming Emporium), specializes in the care and grooming of cats and only cats and has just called you. Mr. Hatt has heard of the Internet but doesn’t know much else. He would like for his cat grooming business to grow by using the Internet but doesn’t know what to do. Your recommendations include which of the following? (Select all that apply.) (Points : 5)

  Building and improving relationships with customers

Online advertising to get potential customers to the website

Announcing weekly sales promotions so customers will make a purchase

Infomercials provided via video streaming to the Web

Printable discount coupons printed right from the website

   Question 5.5. (TCO 6) Which does a mission statement address? (Select all that apply.) (Points : 5)       

  A company’s organizational philosophy

A company’s organizational psychology

A company’s organizational efficacy

A company’s organizational phenomenology

A company’s organizational social responsibility

   Question 6.6. (TCO 6) Imagine a world that is populated by 9 billion people. In order to maintain our current quality of life, such a world would require 2.3 planets’ worth of resources. In order to sustain the U.S. way of life, businesses and the government must plan for 30% more people living across the globe. Most of those people will be in developing countries, and the demand will be great for energy, food, and healthcare. Your concern is that you and your production team have been asked by your leadership to create a scorecard to measure your firm’s efforts in sustainability. Your team’s scorecard should necessarily include which? (Select all that apply.) (Points : 5)             

  Water use

Recyclables

Waste

Greenhouse gases

Information technology

   Question 7.7. (TCO 6) Mining Group Gold is a team process that includes a method for processing and analyzing which? (Select all that apply.) (Points : 5)     

  Feelings

Facts

Solutions

Falsities

Paradoxes

   Question 8.8. (TCO 7) A cellular or modular layout can accommodate changes in design or customer demand. This includes which? (Select all that apply.) (Points : 5) 

  Not necessarily a strictly linear approach

Scheduling work operations

Different customers with similar needs

One station in the factory sending completed items to two or more next stations

Processes that are used to produce large quantities of a few types of products

   Question 9.9. (TCO 8) The marketing manager is responsible for choosing how to implement which? (Select all that apply.) (Points : 5)           

  Product

Place

Promotion

Profit

Price

   Question 10.10. (TCO 9) Technology can provide significant increases in productivity and efficiency. However, less than stable technology-based systems can significantly impact businesses at the most inopportune times. Issues that are inadvertently and unexpectedly created in such instances include which? (Select all that apply.) (Points : 5)        

  Overly complex software

Loss of client and customer confidence

Decrease in sales revenue

Interruption of shipments

Overly complex networking equipment

   Question 11.11. (TCO 9) Collaboration software allows multiple users to work on the same document at the same time. It also facilitates videoconferencing so that participants can see and hear each other regardless of where they are. The advantage of using such software is which? (Select all that apply.) (Points : 5)  

  A single location for the information being edited and saved

Multiple copies of the information so backups are not necessary

The software being considered shareware and therefore not copyrighted

The software being considered public domain software and free for the taking

Multiple locations where the information is stored providing quick access

   Question 12.12. (TCO 9) Web 3.0 can be characterized by which of the following statements? (Select all that apply.) (Points : 5)  

  It is known as the semantic web.

It is known as the virtual world.

It is known as the mobile web.

It is known as the static web.

It is known as the immersive Internet.

   Question 13.13. (TCO 10) The role of information technology has changed since the days when it was known as data processing. You have been hired as the new manager of the IT department for Megalopolis Corporation. Megalopolis Corporation manufactures and sells barbecue grills to the middle-upper end of the market. Demand continues to be strong for all products. However, providing service (both warranty and nonwarranty) continues to be a challenge. In essence, having the right parts at the right place at the right time is not an easy task. Given this information, your set of “must-do-first” priorities includes which? (Select all that apply.) (Points : 5)           

  Reviewing current operations in the IT department to determine processes that can be made more efficient.

Exploring the possibilities of providing real-time manufacturing and shipping data to the expediters in the factory via handheld wireless devices.

Reviewing the information that is gathered by the customer relations staff that might assist in improving existing customer relationships.

Reviewing the ordering process (both warranty and nonwarranty) to streamline ordering and improve communications with suppliers and customers.

Exploring new markets through an improved online presence of the company.

   Question 14.14. (TCO 10) An accounting system includes which? (Select all that apply.) (Points : 5)       

  Tax return information

  Balance sheet information

Summarization of accounts information

Compliance information

Eleemosynary information

   Question 15.15. (TCO 10) Which of the following financial management functions are a part of financial planning? (Select all that apply.) (Points : 5)             

  Understanding and allocating operational needs

Establishing a capital budget

Creating a long-term forecast

Establishing a strategic planning vision

Creating a short-term forecast

   Page 3

     Question 1.1. (TCO 1) The latest economic news is not very positive. Unemployment rates are higher than expected, consumer confidence has fallen, and companies are reporting layoffs are in order. The Federal Reserve chairman acknowledges the economy is in a recession. What actions might the federal government and the Federal Reserve take to give the economy a boost? What are these policies called? (Points : 10)

  Question 2.2. (TCO 2) Identify and discuss the social responsibilities of Home Depot to three different stakeholder groups. (Points : 15)

   Question 3.3. (TCO 3) Discuss the positive aspects of globalization, and contrast these with the negative aspects of globalization from the perspective of a small business. Be sure to address the pros and cons of outsourcing in your response. (Points : 15)

   Question 4.4. (TCO 4) Identify and explain the incentives for entrepreneurship. Address why someone would willingly take the numerous risks associated with running a business. Also, discuss the major attributes necessary for a successful entrepreneur. (Points : 15)

       Question 5.5. (TCO 5) Aside from retail sales and marketing, identify and discuss two ways that a business could reduce costs or increase profits by using the Internet or web applications.(Points : 15)

        Question 6.6. (TCO 8) Identify the four Ps of marketing, and give an example how each of the four Ps can be used to market your favorite product or service. (Points : 15)

  Question 7.7. (TCO 7) Given the following companies—Boeing (airliner manufacturer) and Dell Computer (computer manufacturer)—which facility layout would be the most suitable for each? Justify your response. How would each company determine the location of its facilities? List the specific needs and requirements of each company when determining location. (Points : 15)

[netmaddy-blog]

Internet Cowboys Use Social Networking and Web 2.0 As an Effective Marketing Tool

New Post has been published on https://netmaddy.com/internet-cowboys-use-social-networking-and-web-2-0-as-an-effective-marketing-tool/

Internet Cowboys Use Social Networking and Web 2.0 As an Effective Marketing Tool

The Internet world of Social Networking, YouTube, MySpace, and Web 2.0 are the “New Frontier” in PR marketing for orthodontic and professional practices. Marketing savvy professionals that are willing to venture outside their comfort zone and embrace the new age of online marketing for small businesses, will lead the way, guaranteeing their future positioning in online marketing.

Knowing how to correctly combine online and offline marketing strategies to effectively market your practice to the current tech-savvy generations requires a synergy of marketing modalities. Capturing the attention of the most entrepreneurial, overstressed and skeptical generations to date, requires a new way of thinking on the part of professionals practices.

GenX, GenY, and Global Tweens are flocking to Web 2.0 locations where they:

* Blog and leave comments; voice their opinions good and bad

* Listen to audios and watch videos on specific content of interest to them

* Research on business/special interest websites to gain information

* Are entertained

* Communicate with each other in social communities such as MySpace, Facebook etc.

There isn’t a subject or idea that doesn’t have an online community where people share information, ideas, news, and thoughts. The goal of web 2.0 marketing is to embrace this type of information gathering and proactively join in to increase patient awareness of your practice and services.

Your Digital Fingerprint

Internet marketing is “evergreen”, leaving a digital fingerprint of who you are and what your practice is all about. Taking marketing responsibility of your business with the latest in Web 2.0 marketing tactics is the preferred communication tool of tech-savvy generations when gathering information. Failing to understand this new phenomenon may prove disastrous for those unwilling to update their marketing strategies.

Once on the web, your message is broadcast to the world. Attracting and maintaining attention once visitors click on your site is what Web 2.0 is all about. Companies of all shapes, sizes, product/service categories will drop an estimated $1.4 billion on social media advertising this year alone. By 2012 the investment should double. Online marketing is the most direct means of reaching patients interested in your treatment services. Old traditional marketing methods no longer cut it. Melding successful marketing tactics that include word of mouth marketing with online digital technology is a winning combination. It is also the most direct and cost-effective means of educating potential patients.

The challenge for marketers is understanding what social media is, how it works/interacts, which avenue(s) do you use, how do you measure social media results…and what are the obstacles.

Social media:

is all about people and building relationships, sharing opinions, insights, experiences and perspectives with others

can generate effective viral word of mouth for your treatment services

is an arena dominated by early adopters (revolutionaries) willing to lead the way for others through the new Internet frontier

will become increasingly significant in influencing how other practices follow the “Internet Cowboys” who lead online marketing tactics in orthodontics

provides a unique opportunity to connect with referring professionals and patients to gain feedback and provide content rich information.

The demand, the interest, and the need for social networking are growing in leaps and bounds. The Internet is no longer the future of marketing… it is NOW. However, the window of opportunity to take advantage of positioning is limited. Savvy online marketers implementing successful marketing strategies to stake their claim in online marketing real-estate today will be tough to unseat with the current rules of online social networking, tomorrow. It is forecast that Internet traffic will quadruple by 2010. The ability to understand and engage your target market with the rules of online marketing is critical to the future growth of your practice.

If you think email is overpowering you, it is inconsequential compared to the volume of content that is being streamed, pushed and pulled across the Internet.

Business, As Usual, Has Changed

The dynamics of business, as usual, have changed dramatically – internally and externally. Practices no longer have control over what is being said online. It is an open forum for consumers on Google maps, online yellow pages, and other information and social network sites. Once added, only the author can delete their personal comment, both good and bad. Positive comments are always an asset. However, disgruntled patients now have a new venue to blow off steam, justified or not, that can deter future referrals and adversely affect your practice. Monitoring online comments, good customer service, and positive treatment experiences are more important than ever before.

Perspective patients move in/out of professional websites day in and day out when researching treatment providers. Without a website, you are off the radar with today’s tech-savvy generations. You may as well be invisible. Social networking and Web 2.0 is forcing business to rethink and update their marketing information methods.

The proponents of online marketing claim unbridled marketing success. However, it is difficult to precisely pinpoint the value and ROI in traditional metrics. It is impossible to find the beginning and end points of an online program, especially when you have no control over consumer feedback.

For most businesses, it is the online video opportunities that track the most interest and the most attention. The ability to attract and identify click through rate is…HUGE!!! Online viewing is changing how the entertainment/marketing communities reach their target “market.”

The Internet is turning the movie and entertainment industry upside down as viewers increasingly expect immediate access to content 24/7. Their key concern today for marketers is how to monetize the video experience.

Some visionaries boast that online video viewing will quickly eliminate conventional TV broadcasts as rapidly as information gathering on the Internet killed print media as the number one source of information. This has already proven true with the 2008 Summer Olympics in Beijing. Polls report teenagers, as a group, are not watching the Olympics on television. Their preference is online video streaming of winning highlights that cut through the real-time clutter. This information is crucial for future marketing campaigns targeting this current attention deficient generation who is unwilling to wait for information.

Despite these reports, the “ancient” forms of communications, news, and entertainment are still important in building brand awareness. Firms that choose one form of marketing strategies over the other don’t understand or acknowledge the dynamics of traditional media and how it integrates with new media marketing.

Media synergy is important when creating an effective marketing plan.

Three media formats are better than two, and two media formats are better than one.

The combination of printed marketing materials and an information website has more clout than each standing alone. Adding a third venue, such as video to your website and social networks attract, even more, attention and intensify marketing efforts.

Offline media often performs better than online media. Including an URL address in printed marketing materials significantly increases web visits.

Each medium influences online behavior differently and plays a distinctive role. “Qualified” niche (orthodontics) visitor search results are quite different than “total” generalized (dentistry) search results.

Understanding the differences and applying the correct online tactics will make the difference between and effective or ineffective online marketing campaign.

You Only Have Seconds To Make A good Impression

Ads and printed marketing materials may get consumers to your website to learn more about your services, but once there.. you must sustain their attention. Why? Their next stop in the research process is to surf the web learning more about other treatment providers in the area. Use any search engine to research your keyword and numerous online social media references appear …instantly! Visitors need a reason to remember your name and continue further on your website before moving on to the next option. Since few professional practices are adding video to their website, it is a great opportunity to set yourself apart from the competition.

More and more, when consumers are considering the purchase of a product or service they will ask not only friends and family, they will research online for support issues and problem resolution. Consumers are aware there will be issues and problems. The deciding factor is how the company addresses and resolves the issue for the customer.

Statistics report:

74% choose companies/brands based on others’ customer care experiences shared online (testimonials)

72% research companies’ customer care online prior to purchasing products and services at least sometimes (testimonials)

84% consider the quality of customer care at least sometimes in their decision to do business with a company (testimonials)

81% say blogs, online rating systems, and discussion forums can give consumers a greater voice regarding customer care, but less than 33% say they believe that businesses take customers’ opinions seriously (surveys)

Listen..Respond..ImproveThe greatest hurdle for most businesses is listening, responding (appropriately) and improving products and services once feedback is given. Visitors may like your marketing information but they make their purchasing decisions based on peers.

Videos and information content may attract consumers. However, when push comes to shove, today’s skeptical society has a tendency to rely on the experiences of others they trust before making a purchasing decision.

To paraphrase advertising guru David Ogilvy, “Advertising lights the fire, public relations fans the flame and website/video/social media whip it into a firestorm!”

Ignoring the influences of social media you can’t control is unwise. The key to survival today is listen…respond…improve. Web 2.0 marketing is very effective at reaching a specific target market you can’t reach as effectively with traditional marketing strategies. Unfortunately, consumers also have the ability to reach out to the competition also. Online marketing levels the playing field for practices large or small, unseasoned or experienced. Riding the fence or procrastinating is no longer an option if you want to compete in today’s competitive market and build the foundation for future growth.

Mary Kay Miller is an owner of Orthopreneur Marketing Solutions and the author of the first multi-media marketing eGuide for orthodontic and dental professionals, “Marketing Your Practice Through Different Eyes”. You can download her FREE ebook at http://www.orthopreneur.com

In today’s tech-savvy society, the “Rules of Marketing” have changed forever with the advent of the Internet and Social Networking. Unfortunately, most professional practices have not yet recognized the importance of updating their marketing plans to meet the preferences of their current target audience; GenX, GenY, and Global Tweens. Succeeding in any business environment today requires grabbing the attention of the most entrepreneurial and tech-friendly generations in history. They are also the most overstressed and distracted demographics to date. Failing to understand and develop marketing strategies and tactics that appeal to these generations in their personal style, both in learning and information gathering, may prove disastrous to many practices down the road.