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andreacaskey · 4 years ago

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How inclusion can lead to diversity in marketing and communications

In an article published this week by The Atlantic magazine, Adam Serwer writes: “Putting out statements supporting Black Lives Matter or adorning their logos with pride colors is very easy for big corporations, but such gestures do not signal a commitment to fair wages, safe working conditions, or a willingness to pay their share in taxes, let alone racial egalitarianism in all but the most cosmetic sense. They are merely brand management.”

If that’s true, then perhaps it’s as true of marcomms companies as any other. That’s been the experience of Dr. Lauren Tucker, who offers consultancy services to the industry (her Ph.D. is in journalism and mass communications). In a wide-ranging conversation with myself and Carolyn Lyden, director of content at Search Engine Land, Dr. Tucker explained why inclusion management at the operational level comes before raising individual consciousness about diversity. She also drew close connections between inclusion, equity and diversity, and talent management — essential to any agency’s success.

This is the first part of a two part article.

“The mission here is to spread the message. We’re quite evangelistic on our end,” said Dr. Lauren Tucker at the conclusion of a wide-ranging conversation about inclusion, equity and diversity.

She is the founder of Do What Matters, a consultancy dedicated to promoting diversity in the marketing services industry, with a special focus on agencies. But when she talks about diversity, inclusion and equity, she puts inclusion and equity first. “We focus on operations and operational change, so we look to use inclusion-first management as a means of rewiring organizational behavior to make inclusion a default.”

Dr. Lauren Tucker

Inclusion is the first priority

“I call it ‘inclusion, equity and diversity.’ Diversity is the outcome of inclusion and equity. IED: Tucker admits it sounds like a bomb. “A lot of folks feel that inclusion efforts are really only about minorities. Or they’re only about women. But that’s not true. What we’re finding is a lot of the opportunity hoarding that is happening in agencies is because of nepotism or because of cronyism.”

A lot of people, including white males, feel treated like second class citizens, especially at creative agencies. “Inclusion management is really about a rising tide that lifts all boats, making sure that everybody feels that they are contributing to the mission of the company.” This is especially important, said Tucker, for small agencies where the talent portfolio needs constantly to be enriched and nurtured.

Read next: The onus of diversity should not fall on Black marketers

Don’t mistake intention for completion

The background to the Do What Matters mission, of course, is a recent history of businesses feeling compelled to take stances on racial injustice and workplace diversity. But a recent report from Hue, a nonprofit built to amplify voices of color and support career paths in marketing, indicates deep structural problems which are unlikely to be resolved by expressions of solidarity and intent.

“Unsafe. Unheard. Unvalued: A State of Inequity” is based on a survey of over 2,000 professionals in marketing, marketing services, communications and other functions. The report highlights widespread awareness of inequity and a desire to see it remedied. But in practice, 75-80% of respondents reported that their companies did not invest in diverse recruitment practices, had not instituted racial awareness training, and had failed to make meaningful progress on building a more equitable environment for employees of color.

Some businesses, said Tucker, are looking to make big changes: “Especially those who are recognizing that there are activist employees and activist customers out there. But they tend to mistake intent for completion and impact. They assume that somehow, by getting buy-in to a new initiative, this will naturally produce change across the organization. We saw a lot of intent, and a lot of furious action; they actually will hire a Chief Diversity Officer, will get Employee Resource Groups to do some research, etc.”

This tends to put the focus on BIPOC employees, on women, or people with disabilities. “I use the metaphor of the canary in the coalmine,” she says. “It’s about, hey, what can we do to get more canaries? How can we resuscitate these canaries? Maybe we should try different birds.” In fact, the problems are operational and organizational. “Inclusion-first management says, how can we create a more inclusive workplace by changing these systems by really looking at what we’re doing to make sure that everyone in the organization can have the best career of their lives?”

Hiring a CDO isn’t the solution

Hiring a Chief Diversity Officer is not a panacea. “This is really top of mind for me,” said Tucker, “because I’ve had Chief Diversity Officers reach out to me in total frustration. Over the last year, it seems like everybody has decided to hire a Chief Diversity Officer. Don’t get me wrong, these are lovely people. Unfortunately, what it signifies is a bolt-on idea of diversity, equity and inclusion.”

Many CDOs to be under-funded and unsupported. “As one Chief Diversity Officer said to me, she went to the CFO of the organization, and the CFO said, well I don’t know why this is so important. I mean, I don’t see color. Obviously, what that tells me is that the C-suite has not really bought in and there’s no consensus around what this person should be doing.” The CDO was recruited for no more than “visual performance” purposes.

“These folks are being brought in and hoodwinked, quite frankly, into believing that they will be able to have the impact that I think that I truly believe they know they could have if they had the right support, if they had the right investment levels, and if they had the commitment that is required from the entire C suite.”

Do What Matters requires an ongoing commitment, including a time commitment from senior management when they consult. “I mean we have conversations with the Presidents, and the CEOs and other C-suite members, once a week. We know the conversations around agency performance and organizational structures have to happen at that level, if we are going to see real change.”

Employee Resource Groups have a role to play

“We are helping our clients develop employee Employee Resource Groups,” said Tucker. “But what we have said to our clients is that, instead of hiring a Chief Diversity Officer, what you need to do is focus on talent, and hire a Chief Talent Officer, whose sole responsibility is to manage that talent portfolio, and to advise the C-suite on what needs to be done. Those Employee Resource Groups, the leaders of those groups then become an advisory council for that Chief Talent Officer.”

There are two objectives. The group leaders can help manage the social and cultural wellness of the agency, and they can help the Chief Talent Officer be the voice of the employees to the executive leadership. “But they can also articulate the change narrative that needs to happen within, within the employee base, so that that communication goes both ways.” This, Tucker believes, is the way to leverage the positive aspects of employee activism.

Read next: Brands need to speak out in support of the Black community

In the second part of this article, Dr. Tucker addresses talent management and the need to enrich the talent portfolio and avoid cultural homogeneity.

This story first appeared on MarTech Today.

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The post How inclusion can lead to diversity in marketing and communications appeared first on Search Engine Land.

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amitbwadhwani · 4 years ago

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Maharashtra changes stamp duty rates on loan deals

The decision will increase the cost of registration of documents such as title deed, equitable mortgage, hypothecation submitted for the loans, etc.

In a move that might slightly increase the cost of property registration in the state, the Maharashtra government has increased the stamp duty on registration of various banking agreements related to property sale and purchase, after a cabinet meeting held on December 9, 2020

The decision will result in the stamp duty increasing from 0.2% to 0.3% of the agreement value on registration of documents, such as title deed, equitable mortgage, hypothecation submitted for the loans, etc. This effectively means that a home loan borrower will have to pay Rs 9,000 to register the loan document, if he is applying for a home loan of Rs 30 lakhs. On the other hand, the stamp duty on home loans where the buyer has yet to get possession has been reduced to 0.3% from the existing rate of 0.5%.

It is pertinent to mention here that when the sale deed is registered with the sub-registrar, the bank that lends the fund to the buyer for the purchase is given the original documents to keep as security, till the loan is fully repaid. To formalise this arrangement, a memorandum of deposit of title deed (MODT) is executed. Under the state laws, stamp duty and a registration charges are levied on this document, which must be registered.

Stamp duty is the state government-determined levy that buyers have to pay, as the legal cost of asset acquisition. The registration charges, on the other hand, are paid for the paper work that government agencies have to carry out, in order to formalise the ownership transfer in case of an immovable asset.

Charges on registration of home loan documents vary from state to state.

See also: 15 home loan hidden charges you should know about

Online registration of documents and online filing of notices will attract a stamp duty charge of Rs 15,000 now. The aim of the exercise was to bring uniformity and ensure people comply with the guidelines, the state revenue ministry said.

Recall here that Maharashtra has earlier reduced the stamp duty on property purchases with a view to boost consumer sentiment in the backdrop of the Coronavirus pandemic that resulted in property registrations in the state hitting record low during the lockdown period.

With the reduction that came into effect in August 2020, the state brought down the stamp duty on property registrations from 5% to 2% till December 31, 2020. After this period, buyers will pay 3% as the stamp duty on property registrations between January 1 and March 31, 2021. This reduction is available to buyers only for a limited period.

The reduction is stamp duty has been a key incentive for property investments, with 78% respondents in a consumer sentiment survey by Housing.com, saying they want to buy a property in the next one year.

To further encourage the builder community, the Maharashtra government recently reduced the construction premium by 50%, offering a major respite to developers. According to Dhiraj Bora, head-Marcomm, Paramount Group, the recent reduction in real estate premiums and stamp duty for Maharashtra has brought a windfall of sales for the region.

After stamp duty cut, Maharashtra hikes ready reckoner rates by an average of 1.74%

Days after announcing a 3% temporary reduction in stamp duty charges, the Maharashtra government has announced a hike in ready reckoner rates

September 14, 2020: Days after it announced a significant reduction in stamp duty, with an aim to boost buyer sentiment in the state, the Maharashtra government on September 11, 2020, announced a hike in the ready reckoner (RR) rates by an average 1.74%. Although marginal, the hike in the RR rates may undo the good done by the stamp duty reduction, industry experts say.

The hike in RR rates — a government-determined value below which a property cannot be registered in a particular locality — would be effective from September 12, 2020, exactly 11 days after the new and reduced stamp duty charges were implemented. Stamp duty on property transaction is calculated, using the RR rates, also known as circle rates, guidance value or collector rates. As cities are vast and the value of one area may be quite different from the value of another, the circle rates vary from locality to locality.

The developer community — which has been reeling under the combined effect of a prolonged slowdown, which has been aggravated by the Ccoronavirus pandemic and a severe liquidity crunch — has criticised the state government’s move. “It is surprising that in a scenario where everybody was suggesting a price reduction, be it (HDFC chairman) Deepak Parekh, (road and transport minister) Nitin Gadkari or (commerce minister) Piyush Goyal, the state government has instead opted to enhance the RR value,” says Niranjan Hiranandani, president (National) NAREDCO and ASSOCHAM. “Income tax provisions mean that a developer cannot sell at a price point lower than the RR rate, as it translates into taxation burden for both, the buyer and the seller. In this situation, the expectation was that the state government would reduce the value. Instead, it has chosen to increase the same,” Hiranandani added.

According to Ram Naik, executive director, The Guardians Real Estate Advisory, the state government’s move would send mixed signals among the buyers in Maharashtra. “While on one hand the government is indicating to home buyers that they want them to buy homes, by slashing the stamp duty, it is marginally increasing the ready reckoner rates on the other hand,” says Naik. “This increase, to a certain extent, is going to nullify the gains of the reduced stamp duty for the recently-motivated customer. This increase is also going to force developers to pass on the additional burden of increased premium costs that are linked to the ready reckoner prices, onto the customers. All in all, we could have waited for a better day for such announcements,” he adds.

Others, on the other hand, view the state move as more of a balancing act.

“The government has made a marginal upward revision in locations, where the rates were low and reduced the rates where they were high which has made it more balanced. This is a welcome move in favour of the customers,” said Rajan Bandelkar, president, NAREDCO west and convener, Housingforall.com.

According to Anuj Khetan, director, Vijay Khetan Group, the government has only rationalised the rates. “The rates have been slashed in few areas, whereas they have been hiked in some other areas. Therefore, it is not a direct increase in the rates,” says Khetan. “Nonetheless, it is not the right time to do this exercise, when the industry’s balance sheet is under severe stress and the country is reeling under the horrific COVID-19 pandemic,” he adds.

Impact on pricing in key cities

While the RR rates have been slashed by a marginal 0.6% in Mumbai, the average hike is quite steep in another expensive real estate market, Pune, where rates are now costlier by around 3.91%. “We have parameters to assess transactions and we have seen the maximum transactions in Pune district. Therefore, there has been a rise in the rates here,” inspector-general of registration and stamps (IGR), Omprakash Deshmukh said.

In Raigad and Nandurbar, too, the RR rates are now 3% higher. In Navi Mumbai, the RR rates have been increased by an average of 0.99% while the average hike in Thane has been of 0.44%. The average hike in RR rates in rural areas of Maharashtra was 2.81%. The average hike in RR rates in areas falling in influential zones of Maharashtra was 1.89%. Rates have been increased by an average of 1.02% in areas falling under the corporations, while the hike has been of 1.29% in areas falling under municipal councils.

Stamp duty reduction in Maharashtra

With stamp duty collection touching a historic low, amid the Coronavirus-induced lockdowns, the Maharashtra government on August 26, 2020, decided to temporarily reduce the stamp duty on property purchase in two slabs by up to 3%.

From September 1, 2020, to December 31, 2020, it decided to charge only 2% as stamp duty on property registrations as against the earlier 5%. From January 1, 2021 to March 31, 2021, the government announced a reduction of only 2%, effectively bring the stamp duty on property registrations to 3% for the three-month period.

See also: Maharashtra Stamp Act: An overview on stamp duty on immovable property

This was in fact the second reduction in stamp duty charges by the state in 2020. The step was prompted by a record low property registrations that caused severe damage to the state’s coffers.

Stamp duty is that percentage of the property value, which buyers have to pay to the state government to get the properties registered in their names. Additionally, 1% of the property value has to be paid as the registration charge. This significantly increases the total cost of the purchase and often acts as a deterrent for buyers in Mumbai and Pune, where the cost of properties are already high and buyers may not be a position to arrange for the extra costs.

The developer community, which has been demanding that the state reduce the stamp duty and rationalize RR rates, as the cost of buying property in key cities, especially Mumbai, is quite high, had then welcomed the move.

“We thank the government for acknowledging the slowdown in the overall economy and reducing the stamp duty rates, to stir up demand for homes. This will immensely benefit home buyers, as well as boost the real estate sector,” said Shailesh Puranik, MD, Puranik Builders.

“This is a fantastic move. Kudos to the Maharashtra government! It will certainly boost sales, as all those sitting on the fence will take the plunge. What is commendable is that they also put a timeline to it, which encourages buyers to buy sooner rather than later,” added Ram Raheja, director, S Raheja Realty.

With an aim to boost sales in the state earlier, especially in prime residential markets such as Mumbai, Pune and Nashik, the Maharashtra government, while presenting the annual budget in March 2020, lowered the stamp duty for these cities from 6% to 5% for two years.

However, before the reduction could make an impact, the central government announced a nationwide lockdown on March 24, 2020, that remained in force till May 30, 2020. During this period, property registration operations were partly suspended in the major markets of the state, severely impacting revenue.

Housing sales in Mumbai, for instance fell, 81% in April-June 2020, year-on-year(y-o-y), shows Housing.com data. Mumbai developers sold a total of 4,559 units between April and June 2020 as against 23,969 units in January-March, 2020 and 29,635 homes in Q2 2019.

What makes matters worse is that Mumbai also has the highest inventory stock, as compared to other leading residential markets in India. After seeing an annual reduction of 14% in its unsold stock, India’s financial capital currently has an inventory consisting of 2,76,492 units. At 37%, Mumbai is the highest contributor to the national inventory stock level, which stood at 7,38,335 units, as on June 30, 2020. At the current sales velocity, builders in this market would take approximately 40 months to sell off this stock.

In the Pune market, builders sold a total of 4,908 units during April-June 2020, as compared to 18,580 units in the same period last year. Pune also has an unsold inventory of 1,35,124 units, second only to Mumbai. The inventory overhang in Pune is, however, lesser at 30 months.

Inventory overhang is the time sellers would take to offload the unsold stock in a market, based on the current sales velocity.

Property to cost less in Mumbai, Pune and Nagpur as stamp duty cut by 1%

In a move that might boost home buyer sentiment in prime residential markets of the state, the Maharashtra government while presenting its Budget for FY 2020-21 on March 6, 2020, proposed to reduce stamp duty on property purchase by 1%

March 6, 2020: In a move that might boost home buyer sentiment in prime residential markets of the state, the Maharashtra government while presenting its Budget for FY 2020-21 on March 6, 2020, proposed to reduce stamp duty on property purchase by 1%. The reduced rates will be applicable in the areas falling under the MMRDA (Mumbai Metropolitan Region Development Authority) and municipal corporations of Pune, Pimpri-Chinchwad and Nagpur for two years.

Currently, home buyers in Mumbai, which is counted among the most expensive property markets in the world, pay a stamp duty of 6% on property purchase, apart from a 1% registration charge. In Pune, the stamp duty currently is 6%.

Stamp duty is a government-determined charge home buyers have to pay during the time of property registration, apart from a standard 1% registration charge. Stamp duty charges differ from one state to another, considering land is a state subject. Rules in this regard are governed by Section 3 of the Indian Stamp Duty Act, 1899.

The developer community has lauded the state government move to reduce the stamp duty.

“Any cost reduction is welcome … This move will positively impact home buyer sentiment. I appreciate the concern shown by the state government to help the home buyer and the real estate Industry,” said Niranjan Hiranandani, president, NAREDCO.

“The industry welcomes the state government’s initiative to provide relief and promote the revival of the sector. Huge unsold inventory and ready-to-move-in properties in Mumbai, Pune, and Nagpur are likely to benefit from this announcement. The festivities like Holi and Gudi Padwa are also approaching and we are hopeful that the sales will see an uptick in the next couple of quarters,” said Farshid Cooper, managing director Spenta Corporation.

Data available with PropTiger.com show there were a total of 296,465 unsold housing units across the MMR region as of December 2019. Also, a majority of the affordable stock lying unsold across India’s nine major markets is in Mumbai – India’s financial capital currently has over 1.38 lakh unsold affordable homes. Pune has an unsold housing stock consisting of 144,300 housing units currently.

“Lowering down the stamp duty charges from 6% to 5% (in Mumbai) is a good step taken in today’s Budget which will take some burden off the home buyers. Overall, (this is) a positive step by the government before Gudi Padwa,” said Vikas Jain, managing committee member, CREDAI-MCHI Raigad Unit and CEO of Labdhi Lifestyle.

Do not hike stamp duty to increase revenue: Maharashtra finance minister

Maharashtra’s finance minister Ajit Pawar has asked officials to refrain from increasing stamp duty on property deals and instead, focus on rationalising ready reckoner rates, to increase revenues

January 10, 2020: Maharashtra finance minister Ajit Pawar, on January 9, 2020, asked officials not to hike stamp duty on property deals. The revenue should be increased, instead, by rationalising ready reckoner rates (official rates of property for the purpose of computation of duty), he said. Pawar gave these instructions during a review meeting of the Department of Registration and Stamps, an official statement said.

It was also decided during the meeting that there should be a separate cadre of officers, for providing better services to people visiting Registration and Stamps offices. It was also decided that the Aadhaar card would be enough as identity proof for document registration and two witnesses will not be needed anymore for that purpose.

(With inputs from PTI)

Amnesty scheme for stamp duty penalty

March 12, 2019: The government of Maharashtra, on March 1, 2019, announced an amnesty scheme with respect to the penalty that can be levied for insufficient payment of stamp duty made in the past. The scheme proposes to limit the penalty payable on certain transactions to 10% of the deficient stamp duty, instead of the 400% which can be levied in normal course by the government. The scheme applies to all the transactions of sale or transfer of tenancy rights, of residential houses within Maharashtra and is available only for documents that have been executed on or before December 31, 2018. The application, along with the instrument and supporting documents, has to be made within a period of six months from March 1, 2019, i.e., by August 31, 2019, the period up to which the scheme will remain open.

(With inputs from PTI)

Stamp duty on land deals in MMR

People who executed land deals in the Mumbai Metropolitan Region between May 19 and September 19, 2017, may have to pay additional stamp duty, with the government approving the levy of stamp duty as per the 2017-18 ready reckoner rates, as against the 2016-17 rates

August 1, 2018: The Maharashtra cabinet, on July 31, 2018, has approved the recovery of stamp duty on land transactions executed in the Mumbai Metropolitan Region (MMR), between May 19 and September 19, 2017, as per the 2017-18 ready reckoner rates. Those who executed land deals during this period, will have to pay the difference between the stamp duty as per the 2017-18 rate and that as per the 2016-17 rate (which they may have paid), a government official said.

See also: Mumbai property buyers may have to face further increase in stamp duty

“The government had stayed the recovery as per the 2017-18 rate, on the request of the Maharashtra Chamber of Housing Industry. The chamber contended that the stamp duty be levied as per the 2016-17 rates, because the new rates were exorbitant,” he said. “A study group was set up and now, the stay has been lifted after receiving its findings. Today, the cabinet approved the recovery of additional amount of stamp duty for this period. However, the penalty (for late payment) will be waived,” the official said.

In another development, the cabinet also decided to allot 5.6 hectares of government land at Balewadi near Pune, for the Hinjewadi-Shivajinagar stretch of the Pune Metro. As per the market rate, the price of the land is Rs 153 crores and it is being allotted, as part of the state’s share in the project cost, the official added.

This article was originally published in English housing.com

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perfectirishgifts · 5 years ago

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Creative And Experience Economy Freelancers See Growth Ahead For Freelancing In 2021

New Post has been published on https://perfectirishgifts.com/creative-and-experience-economy-freelancers-see-growth-ahead-for-freelancing-in-2021/

Creative And Experience Economy Freelancers See Growth Ahead For Freelancing In 2021

There are many differences between marketing, PR, communications, copy writing, event, photography / videography, and hospitality industries, but they come together as constituent parts of what many freelancers call creatives. I prefer to think of this work as comprising the largest part of an experience economy. Joe Pine and James Gilmore were among the first to spot and talk about this shift, and are certainly worth a read. As a Forbes colleague wrote, recently, Millenials and GenZs strongly reflect this valuing of experience over “stuff”.

“Why do millennials value experiences over things? Because it makes them happy. And they aren’t wrong—studies have found that spending money on experiences brings more lasting joy than spending money on things. Experiences are also more shareable, which is important to younger generations.”

Pundits Gurleen and Chanpreet Kaur point out that the experience economy has been impacted and accelerated by Covid 19, ironically by diminishing recent opportunity for experiences (at least those outside the home). Clearly, the pandemic has impacted experience economy freelancers differentially. But, I’ve tried in this survey to recognize and combine the views of experience economy freelance platform CEOs and thought leaders, as well as across geographic markets.

What we know is that, more and more, these areas of expertise need to work together to grow the larger freelance potential. Collaboration in areas like marketing transformation is clearly increasing, but not fast enough for all parts of this freelance community. While Covid 19 has opened up significant avenues for freelancing on the marketing side both in brand work and in digital marketing transformation, and continues to disrupt traditional agency work, the events and hospitality business has been sheltered-in-place in most developed countries, and has been challenged to reinvent almost every aspect of the business to stay afloat. Event freelancers are optimistic about 2021 but especially glad to turn the page on 2020.

Here’s what experience economy freelance platform CEOs and thought leaders have to say about the coming year:

Hans-Ulrich von Freyberg (Vicoland, Germany) “Two trends shape the marketing services business in 2021. They seem contradictory but both go after efficiency. One trend is clients, especially larger corporations, deepening their relationships with suppliers but not all. The goal is streamlining and cutting out low value work. The other trend: openness to use freelance resources to benefit from the efficiency of working with the right talent, when needed, and without overhead cost attached.”

Peter McPartin (Indie.list, Ireland) “After a major hit to revenue this year, marcomms agencies are quietly filling talent gaps with freelancers. This will generate business for experienced independents. Simultaneously, major brands are supplementing marketing teams with freelancers on contract. For our clients, agility, diversity and originality are even more essential requirements. The collapse of geographic barriers and use of project management platforms to help coordinate teams, will favour greater direct use of freelancers. The skills in greatest demand are currently around all aspects of e-commerce, UX/UI design, social media management, AV content creation and copywriting skills.”

Marlon Rosenzweig (WorkGenius, US) “There are numerous tailwinds and structural characteristics that make the freelance marketing sector one of the most attractive ones. Marketing teams are digital and embrace innovation. Creative marketing talent seeks the flexibility of freelancing. Marketing is growing as an industry. Most marketing work can be done remotely. This was true pre pandemic and has been accelerated by the pandemic.“

James Sandoval (Measurematch, UK) “2021 will be a year of growth for professional services marketplace platforms. We see growing demand for customer experience analytics, data visualization and CRM systems and data capabilities, but also enterprise cloud computing, cyber security and marketing campaign execution. I’ll also make this prognostication: there will be one or more acquisitions in 2021 that sees consultancies take a bite out of the independent professional services market.”

Steve Dormon (Speakeasy, US) “The freelance market will be flooded with high quality professionals either furloughed, made redundant or by choice. This coincides with clients confidence in remote work and an increased appetite for external expertise. Brand Strategy, consultancy and analytics freelance work will increase. CPG companies are adopting a more ‘fluid’ approach to independent talent-based contractors and businesses, given the pressures they face from startups. Healthcare, Hospitality & Travel industries will boost growth in strategy, graphic, and services. Entertainment is in the midst of a strategic re-set and need the fresh perspectives of outsiders and reinvent themselves. Leaner, faster, freelance-based models will take a larger bite of the total pie.”

John Ashton (Write Arm, UK) “The opportunities for freelance businesses are as never before. Prior to Covid there was an understandable tendency among clients to view kitchen table agencies and other flexible remote-based enterprises as a tin pot version of bricks and mortar businesses. The explosion of enforced home working has opened their eyes to the fact that such businesses are viable and should be taken seriously. We see marketing services growth tech continuing. The sector is very robust and subsectors like fintech and e-commerce tech are mushrooming. We’re busier than ever and 80% of our work is in tech – as if Covid never happened.”

Hugo Finkelstein (Rise, US) “While advertising and PR budgets have been reduced, 2021 demand is rising. Businesses from all sizes are looking for independent talent to produce content cost efficiently. When businesses are strapped for cash, they’re open to alternative ways to get what they need for cheaper while maintaining quality. Turning to freelancers is becoming normal. While content like animated videos and blogs has strong demand, we’re seeing demand growth in audio branding and production (jingles & podcasts).”

Alok Alström (Appjobs, Sweden) “We see a new potential set of clients that have not been working with freelancers before and are now actively exploring it. In advertising, marketing and PR, we see an increased shift to freelancers thanks to traditional companies starting to explore the use of freelancers. But this shift is slower and will take place during a longer period of time. Even though the total market spend might decrease, the share captured by freelancers is already increasing significantly and will continue to do so throughout 2021.”

Helen Dibble (Incredibble, UK) “Freelancers are already stepping in to fill the void left by Covid-related redundancies. These opportunities are about more than doing the job. Companies need partners able to fully integrate into the business, offer strategic insight and deliver the goods while retaining the flexibility and agility. Too many freelancers are leaving money and opportunity on the table by not thinking beyond the project. This thwarts freelancer growth and teaches companies freelance talent is transactional.”

Tash Menon (Mash, Australia) “To win in this new world of coexisting with COVID, marketing and advertising leaders will look for agile, efficient, results-focused creative solutions via the curation of freelancers. COVID-19 has accelerated openness to remote working.”

Anna Yudin (Marteamo, US) “2020 has forced all of us to change how we work and interact. Many companies in 2019 wouldn’t accept remote work, but Covid has changed that. For the freelance industry it means that there will be more opportunities, but competition will be even more intense. Personal branding will be especially important in 2021. And digital marketing will be more human-oriented than ever: people need people, not just products and names.”

Elina Jutelyte (Endo-exo.net, Belgium) “In event marketing, I see that in 2021 marketing will become more smarter and more personalised. I believe we will make a big step forward in machine learning and data analytics. The event marketeers therefore will be required to be not only digitally savvy but also have strong technical and data analytics skills. This all reflects greater opportunity for freelancers in digitalisation, data analytics, AI, AR/VR, and distance learning. We see advertising, marketing and PR freelance business expansion in most industries.”

Sarah Townsend (Sarahtownsendeditorial, UK) “Freelance creatives have a bright year ahead. The inherent unpredictability of self-employment means we’re used to being adaptable and resilient. And with newly lean businesses waking up to the skills, flexibility and cost savings that come with hiring freelancers, the world has changed in our favour. The outlook is positive.”

Daphne Hoppenot (The Vendry, US) “When it’s safe to have in-person events again, freelancers are going to be one of the biggest drivers of the corporate events and experiential marketing industries. With so many event professionals being laid off, furloughed, or having their hours cut, they’re taking this time to develop their own personal brands – we’ve seen more members of our community than ever market themselves as freelancers. Brands, on the other hand, are going to want to jump back into live events the minute it’s safe to do so. Their clients, customers, and employees are sick of being all virtual all the time, but many no longer have the in-house resources they need to produce a live event. When that time comes, this burgeoning community of event freelancers is going to be there, ready to get to work.”

Teodora Nikolovska (Vrootok, Macedonia) “If there is one good thing that the pandemic has shown us, it’s that digital marketing is among the key areas which are not tied to a physical location. As business goes digital, hiring freelance, on-demand talent in 2021 will become essential for companies that want to work with the best talent and get the best results.”

Chandrika Pasricha (Flexing It, India) “Marketing, including communications and PR, is one of the top 3 skills in demand on Flexing It. Post COVID, there is a strong shift to digital and we expect this to continue with large firms as well as SMEs looking to leverage the best talent in the market, and seeing value in the high quality, niche skills and agile mindsets of independent marketing talent with cross-sector expertise. FMCG, healthcare and Education are three sectors in particular where we expect to see strong demand.”

Gideon Stein (WriteLabel, US) “While marketing budgets are likely to remain depressed in 2021, demand for personalized ad copy is rapidly expanding due to broadcast and digital requiring hyper-targeted messaging to connect with specific audiences.”

In sum, what do these platform CEOs and thought leaders see as the near future for the freelance creatives helping to build the experience economy? The expectation is for transformation both in how client companies tell their story and create events – digital now, in hopefully back in the physical world in 2021 – that will carry and reinforce their brand message. But very likely, the transformation will also prove a growth tsunami for freelancers in this space.

Viva la revolution!

From Careers in Perfectirishgifts

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sabguthrie · 6 years ago

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Found the article of limited use back in the summer, especially as what was billed as "traditional PR" was really #marcomm "media relations."

— Judy Gombita (@jgombita) September 24, 2019

#IFTTT #Twitter #stylehatch

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unnotantei · 8 years ago

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30+ new jobs in Jakarta

IndeedJobAlert_email SOGO, Adira Finance, and GO-JEK have opportunities for you! 30+ new jobs in Jakarta Customer Service Officer Mesinlaundry.com - Jakarta *Job Summary* Serves customers by providing product and service information; resolving product and service problems. *Responsibilities and Duties* *... Easily apply 6 Nov customer service PT. Vodak and Latte - Jakarta Please send CV to HRGA Manager, Ms. Vodka & Latte Salon is a Japanese style dog wellness and grooming center, located in the heart of South Jakarta in the posh... Easily apply 6 Nov ADMINISTRATOR STAFF SOGO 11 reviews - Jakarta Requirements: Male/ Female, Max 30 years old Diploma degree or equivalent Must have Ms Office skills At least 1 year of relevant experience in... Easily apply 6 Nov Account Officer Funding Bank BTN PT.Enlig Mandiri Sejahtera - Jakarta Pria / Wanita Usia Maksimal 34 Tahun. Dengan membawa lamaran lengkap dan pakian formal. Bagi anda yang masuk kualifikasi dan berminat silahkan datang langsung... Easily apply 6 Nov SALES PEGADAIAN ( BUMN ) PT. Primasenta Resources Indonesia - Jakarta Dengan persyaratan sebagai berikut :. Pendidikan Minimal SMA/SMK. SMU atau sederajat. Di bidang jasa keuangan pegadaian saat ini mengadakan ekspansi penjualan... Easily apply 6 Nov SALES PEGADAIAN BUMN #PRIA #URGENT PT. Primasenta Resources Indonesia - Jakarta Apakah anda pria dengan maksimal umur 35 th, memiliki semangat tinggi, menyukai pekerjaan yang langsung terjun kelapangan dan memiliki motor juiga SIM C.... Easily apply 6 Nov Store Supervisor (Jakarta) PT KITA GLOBAL NIAGA (CHOCOCHIPS) - Jakarta Menguasai Microsoft Office terutama Word dan Excel. Pekerja keras, menyukai dan terbiasa bekerja dengan target. 2 Year(s) Persyaratan:.... Easily apply 6 Nov Sales Motoris Helpster Indonesia - Jakarta Usia Maksimal 40 tahun. Pendidikan min SMP. Melakukan deal dengan toko minimal 1 toko/ warung per/Hari. Job Desk "Sales Motoris".... 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#IFTTT #Gmail

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digitaljungleagency · 8 years ago

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Australian Consumer Brands Marginalise Daigou at their Peril

Chinese buyers that purchased Western products on behalf of their family and friends back in China, now better known by their Chinese name ‘daigou’, started to gain public attention in Australia a year or so ago when media highlighted the baby formula shortage and started to take notice if how Blackmores and Swisse had been driving their impressive domestic sales revenues.

Fast forward to 2017 and many of the leading consumer brands, especially in the cosmetics, health supplements and infant formula categories are fully aware and often fully engaged into this daigou channel. This leads the smaller, emerging brands wanting to understand more and try to emulate the success of this Chinese buying group.

From the brands, many questions arise.

Like, who are these ‘daigou’? Where can we find them? How can we engage them? Are they a benefit or danger to my brand? Where to start?

There is no simple answer and each brand needs to reflect on a wide range of issues (from pricing to distribution to brand equity). But at the end of the day, it is not the brands that engage with the daigou but the daigou seeking out specific brands because they have requests or interest from their buying agents or actual buyers back in China.

So it you are a a new or emerging brand (normally with small or non existing Chinese marketing budgets) you will have a very difficult time getting on the radar of Chinese consumers back in China and thus will by of little interest to the Daigou who are making these local product purchases. It is for this reason, Digital Jungle had to adopt some innovative Chinese marketing strategies and approaches to assist these brands with Daigou that were low cost, low risk but lead towards a Chinese market entry strategy should that path be chosen.

At the heart of the daigou marketing program is a Daigou buying eMarketplace called “DaigouSales” and this quickly became a community of Chinese daigou buyers looking for the cheapest wholesale products based on requests from their Chinese agents/buyers. Although a passive marketing channel for the brands (meaning they did not actively chase the daigou buyer) it offered the daigou with an easy to find, easy to buy, easy to ship solution that saved time and money. For the newer brands it gave them a chance to develop their brand awareness and test out their Chinese marcomms, pricing and even packaging designs. But when combined with a Daigou VIP Manager (a complimentary program) they had their own Chinese daigou brand advocate who represented them in the broader Chinese community, provided Chinese WeChat advertising for buyers/agents and actively pushed in offline seminars and training — an active selling program that gives smaller brands traction through reverse word of mouth. The daigou in effect became KOL (key opinion leaders) and their information/recommendations has started to draw interest and more importantly product requests back from their Chinese buyers.

Daigou are not for all brands but if you don’t thoughtfully consider this channel then be this at your peril.

The post Australian Consumer Brands Marginalise Daigou at their Peril appeared first on Digital Jungle.

from Digital Jungle http://bit.ly/2nMdWz3

#Digital Jungle

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martechadvisor-blog · 8 years ago

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5 Reasons CMOs Are Failing at ROI

Kyle Brantley, Co-founder and Chief Service Officer at Proof discusses why the proliferation of marketing technology hasn’t quite helped CMOs on the measurement front as much as was expected

It’s no secret that CMOs struggle to measure the impact of marketing, especially high level metrics like return on investment (ROI). In spite of the explosion of MarTech solutions (3,874 at last count) and the tectonic shift to digital that we all thought would make measurement significantly easier, it’s still hard. We have more data. We have more technology. But we don’t have any more insight into how all of the MarComm pieces roll up into real business results.

The stats demonstrating this dearth are nearly endless. Type “CMO ROI” into your browser, and you’ll find a depressing number of articles and lists detailing how dramatically CMOs are failing. 21 stats show CMOs look before they leap at ROI. 15 Mind-Blowing Stats About Marketing ROI. Ironically, it seems to be easy to prove just how poorly we’re proving everything else.

But why? With more budget, data, and tools at our disposal than ever, why is demonstrating marketing’s impact still such a challenge? I think it comes down to these five things.

1. Lack of alignment between marketing and sales

For two such intertwined business units, marketing and sales have a notoriously rocky relationship. Worst case scenario, both exist as completely separate silos with each pointing the finger at the other. This is an automatic kneecap to the CMO’s ability to measure, because he or she can only see the first half of the picture.

In a more common scenario, marketing and sales leaders are trying to work together, but still struggling to operate in lockstep. Marketing automation and CRM tools begin to connect the dots. They fail, however, to capture the interplay between marketing’s impact on awareness, trust, and confidence across paid, owned, earned, and shared channels, and sales’ ability to sell, sell more, and sell at scale. That last sentence is a mouthful, but it’s what we need to analyze, along with any other factors – whether in our control or not- that can influence the customer journey.

2. The wrong metrics

An oldie but a goodie. Many CMOs rise through the marketing ranks. They begin measuring things like followers and clicks, demographics, and reach, then graduate to share of voice, engagement, conversions, and the like. The problem is that these are marketing KPIs, not business KPIs. To accurately assess the ROI of the marketing function, leaders must measure the same indicators that their C-level peers bring to the table: profit margins, account profitability, deal value, sales velocity, acquisition cost, customer lifetime value, etc.

3. Oversimplified, unclear, or inconsistent calculations

Return on investment, while a straightforward concept, isn’t always easy to measure. Too many CMOs stop with single channel measurement of simple ROI; they may, for example, calculate the pipeline contribution from a Facebook campaign against what they paid for the Facebook ads. This approach limits the value of the metric by looking at a channel in isolation, versus the aggregated effects of a multi-channel campaign, and also fails to account for the scope that a C-level audience typically desires.

Marketing is a complex machine with variable and fixed costs far beyond ad spend. Factors such as agency costs, technology, salaries and benefits, as well as the traditional creative, content, and media expenses should be considered. The calculations aren’t necessarily simple either. CMOs may need to brush off their business school books and reacquaint themselves with formulas such as NPV (net present value) and IRR (internal rate of return) to present the most valuable quantitative results.

4. The tools don’t take us far enough

Marketers have never had more technology at their disposal. The 2011 Marketing Technology Landscape graphic showed 150 vendors; in 2016, it held 3,874 logos on one slide. These range from advertising & promotion to commerce & sales to every imaginable flavor of data management, and they all, on some level, hope to answer the very questions CMOs are charged with explaining. The only problem is, 3,724 solutions later, the insight we are left with still falls short of accurately connecting to sales performance.

The downside to this proliferation of technologies is its attendant silos. They serve us endless amounts of data, which isn’t a bad thing on its own. But in spite of integrations and APIs, very few tools legitimately work together to roll up results into the sum of their parts. Different vendors address this challenge in different ways. Some attempt a be-all, end-all approach in which “everything you need” is in one platform – except, of course, it isn’t, and no one company can provide top-level tech for every use case. Others advocate for a best-of-breed approach, in which you buy independent solutions that serve a specific need brilliantly, but leave you on your own to determine how those results correlate with each other. Ideally there would be a middle ground, feeding disparate data sources into a centralized “cruncher” with the ability to understand and correlate the results and relationships.

5. Lack of expertise

CMOs are some of the brightest leaders on the business bench. They often combine right- and left-brain thinking, bridging creativity and analysis, pragmatism and Big Ideas. But through no fault of their own, many CMOs have fallen behind. The most critical legs of their strategies – web, data, and mobile – continue to accelerate at a pace far faster than even the smartest, most dedicated human can match. Fundamentally business folks, CMOs are now expected to be technologists as well.

Organizations must understand emerging technologies in order to capture their impact, but that doesn’t mean that CMOs need to go it alone. It’s never been more important to burn down the silos. In every aspect of their job, but particularly with analytics, CMOs must reach across the aisle to finance, sales and IT in particular, in order to build the bigger picture together. The right tools can help here, too, processing data from different parts of the organization into outputs that are meaningful across the board.

The ability to accurately measure marketing’s impact on the business is the industry’s Holy Grail. It will never be as simple as a single MarTech solution, organizational realignment, more and better data (and/or data scientists), or finally deciding on the “correct” KPIs. Progress, however, is definitely possible. By bringing together the right people with the right technology, CMOs can stop failing at ROI, and start proving just how much their teams are worth.

This article was first appeared on MarTech Advisor

#martech #marketing #technology #business #cmo

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ralphlayton · 5 years ago

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24 Essential B2B Influencer Marketing Statistics

How important is influencer marketing to businesses in 2020? Influencer marketing will see global brand spending of up to $15 billion by 2022 (Business Insider Intelligence), and B2B marketers who haven’t yet experienced its many benefits now have more research data than ever to make the case for starting an influencer marketing program. Even if you’ve already developed an influencer marketing strategy, the wealth of new information coming out about its power to build trust and inspire action is growing, which is why we wanted to share 24 significant B2B influencer marketing statistics that combine to tell a compelling story that will alter your future campaigns. Let’s jump right in with a look at some of the latest influencer marketing statistics.

Making The Statistical Case For B2B Influencer Marketing

It Makes Financial Sense

Among B2B buyers the type of influencer content with the most value is the venerable case study. 47 percent of B2B buyers found case studies to be the most valuable type of influencer content, ahead of webinars at 39 percent, third-party or analyst reports at 35 percent, and user reviews and video content, each at 32 percent, according to survey data from MarketingCharts as shown below. Influencer marketing has also delivered impressive value, beginning in 2018 when analyst data showed that each dollar spent for influencer marketing yielded $5.20 return in media value. From that point forward influencer spending increased, as in 2019 it saw the highest growth of all online channels, reaching some $2.6 billion in the U.S. alone, and a growth rate of a whopping 70.5 percent year-over-year, according to report data from MarketingCharts. The same forecast predicts $3.4 billion for influencer spending in 2020 in the U.S. alone.

It Builds Trust & Credibility

[bctt tweet="“Partnering with relevant influencers to co-create content can open doors for brands trying to engage hard to reach and increasingly skeptical audiences.” @LeeOdden" username="toprank"] The recent Edelman Trust Barometer report placed influencer trust above that from delivered from brands. 63 percent of survey respondents said that they trust influencers more than what a brand says about itself. A compelling case for influencer marketing in the B2B world also comes from the aforementioned MarketingCharts B2B buyer survey, which found that 95 percent of B2B marketers say they prefer credible content from industry influencers. Separate survey data of senior level marketers, also from MarketingCharts, revealed that 65 percent of B2B buyers said their consumption habits have changed to prefer credible content from industry influencers. When done well, influencer marketing builds levels of trust that exceed traditional campaign methods, however consumers need to feel confidence in the influencers they follow. 82 percent of U.S. consumers believe that influencers should disclose their history of personal use of a product or service. (Influence.co) Consumers are also wary of influencers who post too frequently. The same survey found that 74 percent of consumers say they would sever ties with influencers who post too often, a statistic savvy B2B influencer marketers take into account.

It’s Being Rapidly Adopted For Good Reason

In several 2019 surveys influencer marketing was cited as one of the top marketing trends expected to have a sizable impact in 2020, a prediction that during the first two months of the year has materialized according to initial influencer marketing spending figures that we’ll examine. By the end of 2019 survey data forecast that influencer marketing adoption among B2B tech marketers was expected to expand by 31 percent from 2018 implementation levels, a prediction that now appears on the conservative side as influencer marketing has continued to swiftly evolve. At our client SAP’s annual conference, a group of only 15 influencers drove 25 percent of all social media impressions, which our CEO Lee Odden explores in more detail in a recent article examining how even a small number of influencers experiencing a brand event can make a big impact, with “25 B2B Influencer Marketing Campaign & Engagement Ideas for 2020.” Another positive signal for the growth of influencer marketing is that 21 percent of marketers plan to make influencer posts the focus of their 2020 social media strategy, according to Social Media Today poll data. Additionally, 88 percent of consumers have found purchasing inspiration from viewing influencer content. (Rakuten 2019 global influencer marketing survey.)

It Spans Global Boundaries & Generations

The global nature of online advertising has proven to mesh well with influencer marketing, as nearly 70 percent of consumers follow at least one influencer from a country not their own (Rakuten), which plays especially well in the hands of B2B businesses that often include multinational units. Globally during 2019 some 59 percent of marketers said their budget for influencers has increased, while 39 percent of brands in the U.S. say they would be encouraged to invest even more in influencer marketing programs if they were better able to see the impact it has in the broader scope of the customer purchasing journey, the same survey noted. [bctt tweet="“Influencer marketing for B2B offers impressive options to optimize marketing performance across the entire customer lifecycle.” — Lee Odden @LeeOdden" username="toprank"] Implementation of influencer marketing has grown not only among pure B2B marketers, but also in the marcomm sector. 67 percent of global marcomm professionals now see influencer marketing within their scope, according to recent data from Talkwalker and MarketingCharts. Influencer marketing’s power has been seen not only in its global scale, but also its multi-generational pull, as 18 percent of Gen Z consumers say they discover brands via influencers (GlobalWebIndex). When an influencer recommends a product, 51 percent of Millennials say they are more likely to try it, according to survey data from Valassis and Kantar.

Influencer Marketing & Social Platforms

When it comes to the under-10,000-follower micro-influencer niche, Instagram is the clear top social media platform of choice at 75.9 percent, according to recent survey data, which offers a look at the top social network choices among micro-influencers. We recently published a list of “31 DIY Marketing Tools To Create Remarkable Experiences,” which includes some of the tools used most frequently by micro-influencers to create content targeting Instagram. Instagram, YouTube, Facebook, blogs, Twitter, and LinkedIn (client) top one recent list of most popular social media platforms for influencer marketing. 89 percent of marketers said that Instagram was important for their influencer marketing strategy. (Fourstarzz Media)

How Do I Begin An Influencer Marketing Program?

Finding the ideal influencers for your audience is a challenge most marketers consider significant, as 51 percent of marketers have reported difficulty finding the right influencers. (Visme.) At TopRank Marketing we’ve specialized in influencer marketing for years now, and were named by Forrester as the only B2B marketing agency offering influencer marketing as a top capability in its “B2B Marketing Agencies, North America, Q1 2019” report.” To help you along your influencer marketing journey, including suggestions for finding the right influencers for your particular audience, here are five articles we’ve written that dig in to the nuances of the process:

11 Qualities You Should be Looking for to Find Your B2B Influencer Match

How to Intertwine Online & Offline Tactics to Cultivate B2B Influencer Relationships

Do Your Homework: Selecting the Right Influencers for Your B2B Brand With Tips from the Experts

5 Essential Questions to Guide Your B2B Influencer Marketing Strategy

What B2B CMOs Need to Know About Successful Influencer Marketing

Learn More From TopRank Marketing Online & In Person

Statistics tell an important story that can help direct B2B marketers along a data-and-research-based journey. No matter how revealing statistics may be, however, they don’t tell the entire story, as the human elements are what drive real progress in successful influencer marketing programs. [bctt tweet="“Stories are just data with a soul.” @BreneBrown" username="toprank"] B2B marketing's use of influencer marketing to bring a human touch is the focus of a Break Free B2B video interview we held with our client LinkedIn's Marketing Manager Judy Tian. You can learn more about how B2B marketers are benefiting from influencer marketing, whether it’s through building better customer experiences (CX) or building trust, by attending one or all of the speaking events our CEO Lee Odden has lined up in the coming months, which are listed below. February 24-25, 2020 - B2BMX - Scottsdale, AZ How to Optimize ABM Results with Influencer Marketing March 19, 2020 - Convergence Summit - Minneapolis, MN In Search of Trust: How Authentic Content Drives Customer Experience March 24, 2020 - Pubcon - Miami, FL B2B Influencer Marketing Workshop April 20-22, 2020 - Content Tech - San Diego, CA How to Optimize Content Performance with Influence April 22-23, 2020 - Content Marketing Conference - Boston, MA Be Best Answer for Your Customers with SEO and Influence May 27 -28, 2020 - B2B Ignite USA - Chicago, IL In Marketing We Trust: How to Build Influence with the C-Suite and on the Street

The post 24 Essential B2B Influencer Marketing Statistics appeared first on Online Marketing Blog - TopRank®.

24 Essential B2B Influencer Marketing Statistics published first on yhttps://improfitninja.blogspot.com/

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samuelpboswell · 5 years ago

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24 Essential B2B Influencer Marketing Statistics

Making The Statistical Case For B2B Influencer Marketing

It Makes Financial Sense

It Builds Trust & Credibility

It’s Being Rapidly Adopted For Good Reason

It Spans Global Boundaries & Generations

Influencer Marketing & Social Platforms

How Do I Begin An Influencer Marketing Program?

11 Qualities You Should be Looking for to Find Your B2B Influencer Match

How to Intertwine Online & Offline Tactics to Cultivate B2B Influencer Relationships

Do Your Homework: Selecting the Right Influencers for Your B2B Brand With Tips from the Experts

5 Essential Questions to Guide Your B2B Influencer Marketing Strategy

What B2B CMOs Need to Know About Successful Influencer Marketing

Learn More From TopRank Marketing Online & In Person

The post 24 Essential B2B Influencer Marketing Statistics appeared first on Online Marketing Blog - TopRank®.

from The SEO Advantages https://www.toprankblog.com/2020/02/24-essential-b2b-influencer-marketing-statistics/

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