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Ikea held a ceremony last week to kick off construction of its first Auckland store in Sylvia Park.

Ikea has acquired a 12.5% stake in an Auckland company that turns plastic waste into roading and resins used in the creation of flooring and furniture.

Six-year-old start-up Nilo and a subsidiary of the Swedish furniture giant have entered into a development and access agreement that will see Inter Ikea able to use Nilos patented plastic waste-derived adhesive in the production of wood-based boards.

Nilo converts waste plastics into commercial resins that replace harmful chemicals like formaldehyde, still commonly used for engineered timber.

Andrew McIntosh of Ikea Innovation Ventures has joined Nilos board of directors to help accelerate the technology, as part of the buy-in arrangement.

Nilos team of chemists and engineers were motivated to create technology that repurposed plastic waste after finding just 9% of the 350 million tonnes of plastic waste generated every year is recycled.

Nilos approach to the creation of this adhesive shows real potential, and we are hopeful the collaboration will be mutually beneficial, McIntosh said.

Ikea is committed to our strategy of being people and planet positive. The investment in Nilo shows our commitment to working with innovative startups that can support and help accelerate the Ikea material innovation agenda.

Ikea last week held a groundbreaking ceremony in Auckland to mark the start of construction on its first New Zealand store in Sylvia Park. The 34,000m store is set to open at the end of 2025.

Nilo won financial backing from Sir Stephen Tindalls K1W1 fund and Icehouse Ventures Sustainable Technology Fund two years ago.

At the time Icehouse commented on how Nilo was making an impact by transforming waste streams into wealth.

Supplied

Waste plastic like this can be turned into resins and roading by Nilo.

The business was founded by internet marketing entrepreneur Tim Williams, who currently serves as managing director, and is led by chief executive Glen Willoughby, an adviser to the Nasa Jet Propulsion Laboratory and virtual CIO for San Francisco-based Singularity Labs.

The companys original investor was an indigenous tech company which invited First Nation Canadian and Mori investors on board, including a collective of more than 50 Mori whnau.

Chris McKeen/Stuff

Ikea madness has building in New Zealand for almost three years now. This clip of the announcement that Ikea is committed to New Zealand is from 2021.

McIntosh said the performance and physical qualities of Nilos technology showed promise. We want to support Nilo and help develop the adhesive with a mutual ambition to get it into scaled trials. From our position as a shareholder we can support the path forward and look forward to working closely with the management and board.

Nilo chief executive Glen Willoughby said Ikeas investment in Nilo was a fabulous moment.

Our team has worked tirelessly on this, and to have our technology recognised by one of the worlds leading firms with deep expertise in the wood-based board market provides huge validation of what Nilo has created. The knowledge and expertise Inter Ikea will bring will help Nilo progress our technology immensely.

Read the rest here:
Ikea invests in Auckland plastics deep tech firm Nilo - Stuff

In early 2011, Miguel was a rising R&B singer who had just released his debut album, All I Want Is You, and was seeing his single Sure Thing gain traction on the R&B/Hip-Hop Airplay chart. The song would eventually reach No. 1 that May, while also climbing to the summit of Hot R&B/Hip-Hop Songs and peaking at No. 36 on the Hot 100, where it spent 23 weeks between March and August, when it fell from the chart. After 59 weeks on Hot R&B/Hip-Hop Songs, it eventually fell from that chart in 2012.

And that was the extent of its chart run until this year, when a TikTok trend led to an explosion in streams, catapulting it back onto the charts and to entirely new territory. Earlier this month, Sure Thing broke the record for most weeks on the Hot R&B/Hip-Hop Songs chart at 76 (it is now at 78), and this week it achieved a mainstream crossover, 12 years after its initial debut on the charts, by reaching No. 1 on Pop Airplay, the longest trip to the top of that chart from a songs release in history.

Its the latest example of older songs being reinvigorated and reaching new chart heights in recent months, following The Weeknds Die For You (after a remix featuring Ariana Grande) and Lady Gagas Bloody Mary, which also benefited from a TikTok trend. And it helps RCA senior vp of digital marketing Tarek Al-Hamdouni earn the title of Billboards Executive of the Week.

Here, Al-Hamdouni explains how the track came back after such a long break, and how RCA helped spur it into a new realm. We know activity can spring up at a moments notice, and when it does, the best labels are able to move quickly and turn a spark into a flame before it goes out, Al-Hamdouni says.

This week, Miguels Sure Thing reached No. 1 on Billboards Pop Airplay chart, 12 years after its initial chart run. What key decisions did you make to help make that happen?

The climb to No. 1 began in November of 2022 when we first saw the signs of organic growth and engagement on Sure Thing across socials and streaming services. The first major decision came in us validating the opportunity and investing in sustaining the activity across TikTok, Reels, Shorts & Snapchat. The initial goal was to see how far we could take the trend, knowing every jump in creations and streams was broadening our listener base and building familiarity, which would eventually result in bigger opportunities.

We knew the record was already a favorite among fans since its release, but the key component to this new activity is that it was coming from new listeners. This led us to make the key decision to treat Sure Thing as a new record in our marketing efforts, also giving us the new task of turning listeners into fans. To connect the dots, we worked closely with Miguel who deserves all the credit in the world for leaning in with curiosity, passion and optimism around this new activity to start to engage with fans and content across socials.

Our promotion team did a fantastic job in following along with all the activity we were generating and timed their impact such that we were already receiving pull from the markets and stations. The last key decision Ill offer up is the move to leverage the activity around Sure Thing to prime the market for new music from Miguel, something that we kicked off with his new single, Give It To Me.

In its original run, the song was an R&B/Hip-Hop Airplay hit. Why did the song work at Pop radio this time around?

I think the beauty of an artist like Miguel is that hes always been ahead of his time. While often thrown into the R&B box, his music and artistry have always pulled from diverse corners of the music spectrum. And when you look at the freedom streaming has given Gen Z to bounce from record to record and genre to genre with such ease, its no wonder they gravitate towards a forward-thinking artist like Miguel.

Its also worth noting that the dynamic between data and radio has strengthened at a rapid pace over the last few years. This has given us the opportunity to build our case in advance of an impact, showing the audience potential and, in a lot of ways, letting the story and streams reach critical mass with core Gen Z music fans before taking it to the broader audiences that only radio can reach.

The songs resurgence originated on TikTok with a sped-up version. How did that come about? How often are these sped-up versions of tracks spawning new life for songs?

The sped-up version of Sure Thing emerged purely as organic UGC on TikTok. It wasnt necessarily a surprise to see the activity come from such an edit, as sped-up sounds have been a trend on TikTok and across UGC for quite some time now. That said, I do think its fair to say that sped-up sounds hit a bit of critical mass in early 2023 as we started to see platforms like TikTok create specific playlists centered around the phenomenon, all of which gave us more editorial placements and ways for Miguel to lean in.

The opportunities to breathe new life into a record through a sped-up sound are plentiful, but its important to note the viral success of a record like Sure Thing is still a huge outlier in terms of how much effect a campaign could have. At this point, I expect most singles to be accompanied by a sped-up version at some point in their life cycle.

This is the latest example of an older track coming back to be a force at radio and in pop culture something that almost never used to happen. Are you guys increasingly focused on working catalog songs in a similar manner to new songs?

We dont focus solely on the catalog aspect of any record at this point as much as were focused on using the influx of data we receive from social and streaming platforms to ensure we never miss an opportunity. We know activity can spring up at a moments notice, and when it does, the best labels are able to move quickly and turn a spark into a flame before it goes out.

The reliance on data is important because our core mission as marketers is to create this activity and engagement out of the gate. By collaborating with our internal data teams, we can build tools to monitor the key aspects we believe drive streaming growth while spending the majority of our time and energy collaborating with our artists and building next-level marketing campaigns.

Although to be fair, I think the rediscovery of music by the next generation of listeners is something that has happened for quite some time. Prior to shortform video, syncs played a huge role in this rediscovery, going back to examples like Nick Drakes Pink Moon in Volkswagens 2000 Cabrio commercial to the much more recent lift of Kate Bushs Running Up That Hill off the back of its inclusion in season four of Stranger Things.

The song also broke the record for most weeks ever spent on Hot R&B/Hip-Hop Songs, now at 78. How did you help market the track beyond radio and TikTok?

Outside of those two platforms, we worked to ensure this record and Miguels content was spread far and wide across the internet. We built custom campaigns for Instagram and YouTube, we drove awareness and engagement through savvy ad spends and boost campaigns. And we worked closely with media accounts and press outlets to drive consistent presence in front of a wide range of audiences.

What have you learned from the songs surprise success that you can use moving forward on other projects and songs?

When you zoom out far enough, you start to see that the equation were chasing with a resurgence is new context for a great record with a new, young and engaged audience. Additionally, the benefits of driving engagement through a catalog record doesnt require the type of success were seeing on Miguel to be meaningful. Going forward, we see this as a key way to drive engagement and build demand for new music for any artist with an established catalog.

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How Miguel's 'Sure Thing' Topped Pop Airplay 12 Years After Its ... - Billboard

Absolute Markets Insights published a new research publication on GlobalOnline Reputation Management Marketoffering a detailed analogy that gives the reader an insight into the intricacies of the various elements like the growth rate, and impact of the socio-economic conditions that affect the market space. An in-depth study of these numerous components is essential as all these aspects need to blend-in seamlessly for businesses to achieve success in this industry.

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North America online reputation service market accounted for US$ 301.50 Mn in 2023, and is expected to grow at a CAGR of 8.9% during the forecast years (2023-2030).

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Global Online Reputation Management Market is Segmented by ... - The Navajo Post

As more podcasters offer subscriptions around their shows to build a more direct relationship with listeners and an additional revenue stream, many podcasters are looking beyond Apple and Spotifys subscription platforms to third-party vendors like Supporting Cast and Supercast.

We are seeing an appetite for subscriptions, But we need more competition than just Apple in the market, said Sony evp and co-head Steve Ackerman.

The main reasons for this are threefold: more access to listener data, not being beholden to one platform in particular and more favorable revenue share deals, podcast executives told Digiday. Apple and Spotify dont share data like subscribers email addresses or credit card information with podcasters. Apple takes 30% of subscription revenue from podcasters. Spotify takes 5%.

Supporting Cast and Supercast share listener data with podcasters, giving them the ability to directly reach out to listeners. Supercast charges a flat fee of 59 cents per subscriber a month, said Jason Sew Hoy, co-founder and CEO at Supercast. Supporting Cast takes on average about half the cut that Apple does, said founder and CEO David Stern.

Being able to access more data was absolutely a part of why Crooked Media chose Supercast to host their subscription business, which launched last week, said Dariush Brizuela-Nothaft, svp of community & partnerships at Crooked Media. Crooked uses their own Stripe account on their website to take subscription payments. They get access to analytics on who is listening to what episodes, and can make content decisions based on that data, Brizuela-Nothaft said. He declined to share how many people had signed up for Crookeds three-tiered subscription around its Pod Saves America franchise.

However, the issue with launching a subscription somewhere other than Apple or Spotify is friction. Most podcast listeners are on the Spotify or Apple Podcasts app. Buying a podcast subscription on those apps is straightforward, and can be done in just a few clicks (especially on Apple Podcasts, and for those who use Apple Pay).

The challenge with other platforms is listeners have to click through to a podcasts show notes and find a link to a landing page, or go directly to a podcasts website to sign up. Its also why nearly all the podcast networks interviewed for this story (other than Crooked Media) sell subscriptions on Apple or Spotify in addition to supplementing it with other third party platforms like Supporting Cast or Supercast.

It can also mean more work for the publisher, said Stern at Supporting Cast. They have to be diligent about putting the link in their show notes, and about reading the URL where they can subscribe [in the podcast], he said.

But that doesnt seem to be a huge concern for podcasters.

Betches Media is introducing a subscription offering with Supporting Cast, Slates podcast membership business, next month to coincide with a relaunch of its website. Betches CRO David Spiegel said driving listeners to the website is an advantage it brings more eyeballs to its pages.

The partnership gives us more flexibility with pricing, bundling and a range of different options. It also gives us more control of the relationship with the customer from retention or for messaging or marketing or giving them incentives to other parts of our business, Spiegel said.We could message every U.S. subscriber in Chicago and say, Hey, you have live coming in three months, before it goes live to the public, heres a special pre-sale, he added.

While most of Sonys subscribers come through Apple, the company also works with Supporting Cast and Patreon as additional subscription platforms, said Sonys svp of business development & ops Emily Rasekh.

Sony averaged 10% month-over-month growth in its podcast subscriber count, and 150% year over year., Rasekh said. The company introduced podcast subscriptions in 2021, but in the past year put them into two buckets: individual subscriptions for always-on chat shows and a bundle called The Binge for limited-run, narrative shows and true crime shows with new series every month. This two-pronged offering has helped it grow its overall subscriber base, said the Sony execs who declined to share by how much exactly.

The number of subscribers on Supercasts platform has tripled in the last year, according to the company.

Subscriber downloads at Supporting Cast were up 205% from April 2022 to April 2023 and paying listeners were up 180%, Stern said. In the last six months, the company has launched subscriptions with networks like QCode, Tenderfoot and Kast Media and works with over 1,000 podcasts. Vox Media is launching a subscription with the company soon, Stern added.

While Stern declined to share how much revenue their podcast partners are making, he said, We have a lot of subscriptions on the hundreds of thousands of revenue per year, and a growing handful that are in the millions of dollars a year.

NPR also works with Supporting Cast to sell its NPR+ bundle of 17 shows to 34 U.S. markets. NPR plans to roll the bundle out nationwide by early 2024, said Joel Sucherman, vp of audio platform strategy. The bundle launched last November to a limited number of markets. NPR also sells individual show subscriptions to 16 of its podcasts (up from six shows last year) through Apple Podcasts or the NPR+ website (though Planet Money, Planet Money Summer School and The Indicator are packaged together into a single subscription).

The bundle has led to an influx of new member sign-ups to support NPRs member stations. On average, 64% of those signing up for an NPR+ bundle are new members, said Leda Marritz, NPR+ program manager. She declined to share how many NPR+ or individual show subscribers NPR has. Single subscriptions have more than doubled compared to this time last year, Marritz said. Bundles, the NPR execs noted, are trickier to sell on Apple or Spotify (Spiegel also echoed this).

Digiday asked podcast execs if this influx of podcast subscription launches is due to the current slowdown in podcast ad revenue, with CPMs and budgets contracting (a recent report found U.S. audio ad revenues fell 5% in Q1 2023 year over year). But all the executives interviewed for this story said there was not a direct correlation more so an evolution of their growing podcast businesses.

Podcasters arent aiming for large conversion rates, however. Even a small fraction of listeners converting into subscribers appears to be the goal for most.

We originally modeled out that if just 1% of our podcast listeners become subscribers there is a legitimate business. For some of our shows we are well ahead of that pace, others are not there yet, Sucherman said.

Sony considers a 2-5% conversion rate healthy, Rasekh said.

Originally posted here:
Why podcasters are selling subscriptions through third-party vendors - Digiday

Imagine a toolbox filled with different tools that brands can use to attract, engage and convert customers. Tools that allow you to meet people where they are which, as weve come to know, is online. Effective digital marketing is all about finding the right mix of those tools and strategies to help you achieve your business goals. Understanding the fundamentals of digital marketing can help you choose the right mix.

Digital marketing refers to the use of all internet-based marketing efforts. It's about sharing content with the aim of engaging and influencing potential customers, driving website traffic, generating leads and ultimately converting those leads to sales.

The fundamentals of digital marketing refer to the guiding principles that can help lead your strategy and result in successful marketing campaigns.

When building your brands digital marketing toolbox, consider these 3 key fundamentals:

Digital marketing begins with understanding your target audience:

By answering these questions, you can create targeted campaigns that resonate with your audience.

Steve Geibel, an adjunct instructor of marketing programsat Southern New Hampshire University (SNHU) and managing director of Hype Creative Group and owner of Urbane Commando, said that knowing the target audience or customer inside and out is the most fundamental principle to keep in mind.

If you dont know who your customer is, you wont know what messaging will resonate with them," he said. "If you dont understand your customers media consumption habits, you wont know where to find them.

By understanding your audience, you can focus time, effort and dollars in places you are most likely to see a return. Define who it is youre already reaching and who you want to reach. Try honing your research on these groups to better understand how to reach and serve the right people.

With this new age of marketing, businesses have the power to reach a global audience and connect with customers in ways that were once out of reach.

The advent of digital marketing was a game-changer for many, Geibel said. Few new companies can afford to buy large blocks of network TV time, but everyone can have a website."

He said that digital marketing is cheaper, more immediate and customizable compared to traditional outbound marketing.

Content is at the heart of digital marketing. Whether its blog posts, videos or social media updates, your content needs to provide value to your audience. This can mean educating them, entertaining them or inspiring them. Whatever the format, your content should be engaging, informative and shareable.

A compelling story is the key to enticing your audience to engage with your content, said Dr. Jeff Haddox, an adjunct marketing instructor at SNHU and chief digital officer at RuffleButts. Content includes imagery, video, copy and calls to action. This is how the consumer sees and consumes your brand and the product or service youre selling.

In a time where people are consuming more content than ever before, Haddox said that this is fundamental and must break through all the other content being consumed by your target audience.

A few things to consider when creating valuable content include:

Tami Brouillette, an SNHU adjunct marketing instructor and owner of Contented Media, said that a common mistake companies make when it comes to media creation specifically social media is being too self-centered.

Companies should do some promotion, but they should provide more valuable (related) content to users and listen to what users say, she said. Otherwise, they wont come back. No one likes the guy at the party who only talks about himself.

To be effective in digital marketing, you need to track your results and measure your return on investment (ROI). By using tools like Google Analytics, you can monitor website traffic, engagement and conversion rates, and use that data to adjust your campaigns accordingly.

Think of the data as the book ends; data holds the content together, Haddox said.

This means starting with data to define your audiences for targeting and ending with data for optimization.

"Being able to consume and interpret large amounts of data and turn those data points into insights and actions is (a) fundamental key to digital marketing, he said.

Digital marketing is unique in how readily available these insights are to businesses. With traditional outbound marketing techniques like radio, print or TV, there is less engagement to measure, which means less information to help you learn what is working and what is not.

Brouillette says data and analytics are essential parts of digital marketing.

Its the best way to see if youre progressing toward your goal, she said. If the goal is the destination and the strategy is the map, key performance indicators (KPIs) are the street signs that direct you to your final destination.

Another way to approach digital marketing is to think of the 5 Ds. The 5 Ds of digital marketing are:

This refers to the various devices people use to access digital content, such as smartphones, tablets, laptops and desktop computers. Digital marketers need to optimize their content for each device to ensure a seamless user experience. Think back to the mobile-first mentality.

These are the online platforms that people use to consume digital content, such as search engines, social media networks, email and websites. Digital marketers need to understand the nuances of each platform and tailor their strategies accordingly. YouTube, for instance, has best practices around video titles, captions and descriptions that can help your content be found (or hinder it).

The forms of digital content that people consume such as text, images, videos and audio are all considered digital media. Digital marketers need to create compelling and engaging content that resonates with their target audience. This is also where the term integrated marketing campaign comes into play, where marketers develop campaigns that span multiple channels, both digital and offline, to help create a cohesive experience for their audience.

This refers to the vast amounts of data digital marketers can collect about their audience, such as their demographics, interests and behaviors. This data can be used to create more targeted and personalized marketing campaigns. With more traditional marketing techniques, the data is much more limited.

The additional nuance with digital marketing is the concept of a digital footprint and the ability to track and understand engagement at a much deeper level, Haddox said.

He said that the visibility and understanding of the customers journey is significantly more understandable in the digital marketing space than in the traditional marketing space.

This is a term for the various technologies that digital marketers use to create and deliver their campaigns, such as marketing automation software, data analytics tools and customer relationship management (CRM) systems.

Thinking of entering the world of digital marketingin your career? Now is a great time. According to the U.S. Bureau of Labor Statistics (BLS), the overall employment of advertising, promotions and marketing managers is projected to grow 10% from 2021 to 2031, faster than the average for all occupations.

The BLS notes that the demand for advertising and promotions managers is expected to be highest in industries that rely on these workers to create digital media campaigns, targeting customers through the use of websites, social media or live chats.

Consider amping up your marketing careerwith a digital marketing course to sharpen your skills and build on your own personal toolbox.

My SEO class made my transition into working with real campaigns in the workplace a flawless one, said SNHU digital marketing programgraduate Danielle Upham '19 '21G. I walked in Google and Hootsuite Certified and was able to manage the SEO campaigns from day one because of the experience I had in my classes.

Education can change your life. Find the SNHU digital marketing coursethat can best help you meet your goals.

Emily Distasio '19G is a copywriter at Southern New Hampshire University. Connect with her on LinkedIn.

Excerpt from:
What are the Fundamentals of Digital Marketing? - Southern New Hampshire University