Mediaboss Marketing

In a context in which society is going through a particularly difficult time in the face of the pandemic, solidarity becomes the key to resuming normality. Consumers are increasingly demanding in this regard, following the activities of companies and determining their consumption according to their contributions to society.For example in the case of the new generations. The Global Millennial Study 2019, developed by Deloitte, revealed that 91 percent of millennials would change the consumption of a brand for one that truly has a social cause with which they identify.

Social marketing is transcendental in strategies, but above all, that they are actions with a real impact, since the current consumer can leave or adopt a brand defining their choice for that aspect.For Saskia Nio de Rivera, Co-founder of Reinserta and Permanent Guest of the Organized Civil Society to the National Public Safety Council, communication with social impact is essential especially in 2021. Empathic messages would be the key to follow.

Our challenges undoubtedly respond to being able to generate clear and empathetic messages in the face of an adverse context derived by COVID-19, in addition to the daily events of violence, corruption and impunity in the country. Our mission as a civil society organization with a focus on social impact is to propose solutions that are nurtured by effort and creativity to communicate our causes and that our struggle becomes that of many more Mexican men and women , he commented.

Being inclusive and respectful with all segments is essential in communication. According to Statista, in 2017, 44 percent of employees globally believed that there was openness in the workplace to support diversity and inclusion. This figure will increase during 2021.

Above all with respect, it is essential to promote the inclusion of the different groups with which we live and not allow someone to cause harm to a third party. At Reinserta we consider that we are all valuable and each one of us can contribute something, so warmth in our treatment is fundamental and our entire team can bear witness to this, more than an organization, we see ourselves as a family , added Nio of Rivera.

In this sense, Christianne de la Torre, specialist in inclusion and gender agenda at Zimat Consultores (strategic advisers for Reinserta on PR and communication issues) highlights the importance of developing communication strategies with social impact that start from the understanding and comprehension of the context and social needs, to build from this, messages that connect with the audience and are relevant to them. The specialist adds that the key is to think about how an organization can contribute to social transformation through a communication strategy.

THE MOMENTUM IN DIGITALOne medium that puts brands that are not aware of these important aspects in check is social networks. The latest Sprout Social survey indicates that a brands social presence may be best-in-class when consumers notice engagement with their audience (61 percent) is a leading factor, along with transparency (45 percent) and a strong customer service (44 percent).

Nio de Rivera highlights that the role of social networks for organizations in 2021 will be fundamental.

Without a doubt, they will play a fundamental role in publicizing the work that we will carry out in a scenario where COVID-19 will continue to be a constant theme. They are a window to our activities, our ideals and our actions. Social networks will be our allies to socialize and generate a greater impact on the populations we work with , he deepened.A good planning and communication strategy in accordance with the values of the companies, would be the key to connect with consumers effectively.

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These are the challenges of communication with social impact in 2021, according to Saskia Nio de Rivera - Explica

LinkedIn continues to see record-high levels of engagement, and beat revenue expectations in the most recent quarter, according to the latest update from parent company Microsoft.

As per Microsoft's FY21 Q2 update, posted last week, LinkedIn sessions grew 30% in the last three months of 2020, while the platform's total revenue increased 23% in the period.

As outlined by Microsoft:

"We once again saw record levels of engagement across the platform, as LinkedIns nearly 740 million members use the network to connect, learn, and find new opportunities. Sessions increased 30%. Conversations were up 48%. And hours spent on LinkedIn Learning were up 2x, compared to a year ago."

What, exactly, 'conversations' incorporates within this context is not entirely clear, but the data shows that LinkedIn engagement continues to rise, which has been the story over the past several reports from the tech giant.

One of the downsides of Microsoft's takeover of LinkedIn has been that we no longer get specific performance updates related to the platform, like total member charts and insights into usage. LinkedIn has never been totally forthcoming about active users, as such, preferring instead to report total 'members', which is not a comparable metric, but we did once get a little more data on actual platform usage trends over time, while we now only get a brief mention within the broader context of Microsoft's overall product suite.

But regardless, the data does indicate that LinkedIn is seeing higher levels of activity, while its advertising business continues to grow -which could make it a more relevant consideration for more digital marketers, depending on your industry focus and fit.

In fact, according to Microsoft, LinkedIn's ads business saw a major boost in the last quarter:

"LinkedIns advertising business had a record quarter, accounting for more than a third of LinkedIns total revenue. LinkedIn Marketing Solutions was up over 50%, as advertisers increasingly turn to the platform as the trusted way to reach professionals ready to do business."

Microsoft also notes that the shift to remote selling has also benefited LinkedIn's business, with Sales Navigator helping to provide more context - "while new tools help sales organizations use LinkedIn data to identify and size opportunities".

LinkedIn has been adding new ways to tap into its unmatched professional data banks, including 'Sales Insights' which it launched in December. Sales Insights provides data on key business opportunities based on your chosen market niche and parameters.

As Microsoft notes, with the shift to remote work, then the eventual re-ignition of the economy in the wake of COVID-19, LinkedIn is in a strong position to capitalize on various key market shifts, which is no doubt part of the reason why it's seeing such promising results.

Microsoft says that it expects the continued strong engagement on the platform "drive revenue growth in the low-20% range" moving forward.

You can read Microsoft's full Q2 2021 update here.

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LinkedIn's Advertising Business is on the Rise, While User Engagement Remains Solid - Social Media Today

PHOTO:Neil Soni

Have you ever been at a dinner party when a newcomer enters a heated conversation and completely changes the mood around the topic? Well if privacy was the hot topic, Apple, through its launch of App Tracking Transparency notification, would be that intriguing newcomer.

App tracking transparency (ATT) is a new privacy protection framework for Apple device owners which the company first teased last summer. With ATT, when an Apple device owner downloads or opens an app, a notification pops up asking if the user wants to be tracked across third party apps and websites.Apple announced last weekthat the ATT feature is included in its latest operating systems: iOS 14, iPadOS 14 and TVOS 14.

ATT is meant to make the process of privacy protection more intuitive to consumers. APIs have always had a specification detailing what data is accessed between two applications. But consumers didn't have easy access to those technical details. Providing a notification like ATT is similar to a nutrition label for grocery shoppers. But instead of knowing the health benefits of a certain food, Apple device owners learn who has their data, allowing a comparison on what apps are best protecting their privacy.

Analytics practitioners are realizing their role in the privacy debates mirrors that of developers. Because analytic SDKs are considered third party sources, practitioners must comply, raising some operational needs downstream. For example, a data framework required with ATT will restrict, aggregate and delay event reporting. This will impact analytic dashboards reliant on that data.

App developers or startups building a business model around an app will need to track what percentage of customer traffic is accessing the app through an Apple OS. This can guide an operation team on prioritizing platform support. With Apple controlling 40% of the smartphone market, developers would be wise to compare their customer base to that share to understand the degree their business model is exposed to the potential changes ATT will usher in.

The ATT framework also serves as a strong reminder of how app developers and analytics practitioners must map data protection and privacy compliance. Applying quality assurance processes to data flows from user permission will highlight risks, describe collection methods, and clarify data usage.

Related Article: How Clean Data Supports Consumer Privacy Efforts

Apple's framework represents a significant marketing moment: a computer manufacturer is influencing how regulatory actions should exist within the advertising industry. In the history of advertising, most regulatory mandates came from either government agencies, such as the Federal Trade Commission, or industry agreement through self-established standards.

Now compare Apple's announcement to a TV manufacturer telling ABC, NBC or Disney Plus what ads they can serve on your TV and the magnitude of this change is clear. Apple has the role of TV set maker, exerting a caveat emptor responsibility for consumers who may not have been making effective choices for themselves.

Apple taking on this role is not entirely new. The strategy reflects a continuation of the privacy philosophy that Apple founder Steve Jobs often expressed. During the 2010 Wall Street Journal D8 conference, Jobs explained how Apple considers data privacy with a more conservative view than its Silicon Valley neighbors. He shared a warning notice as an example an example that predates today's ATT by over a decade!

Related Article: That's the Way the Cookie Crumbles

The framework is not without its critics, Facebook being the highest profile example. Facebook asserts that ATT positions it as a third party, preventing its users to view ads based on their past online activity. Facebook's advertising ecosystem, the crown jewel of its financial strength, would be threatened.

Facebook also warns that ATT could hurt small businesses who rely on Facebook advertising to promote their offerings. Facebook notes that 90 million small businessesuse it to sell products and services.

Facebook CEO Mark Zuckerberg called Apple a "serious" future competitor during a recent quarterly earnings report. His statement follows a series of full-page ads in which Facebook claimed it was standing up for small businesses.

While not exactly altruistic, Zuckerberg's point has some merit. Businesses have increasingly turned to ads rather than sharing posts to reaching audiences on social media platforms. Attention to the spread of misinformation on social media platforms has also amplified the need for ads, not posts, to gain the attention of potential customers. Many small app startups rely on in-app advertising as part of their business model. Just imagine the developer of a new communication app or the next Among Us sensation being unable to effectively reach an audience. These concerns remind everyone of how technology trends particularly among the behemoths of the industry alter market opportunities and business models.

Some industry insiders predict a legal battle may come from this debate. But it is more likely to remain a war of words. Apple is on a current successful run of strengthening revenue. The iPhone, along with wearables and services, has set a new sales record. With $200 billion dollars in cash reserve, Apple has the financial backing for any legal fight with ad tech industry giants like Google and Facebook. Moreover a strong cash reserve provides the wherewithal for expensive product development, even if creating devices and supporting market entries cause high initial costs. Apple's successful forays into music, movies and smartphones is proof of its resilience.

In contrast, Facebook warned of revenue uncertainty into 2021, despite strong ecommerce performance. Facebook certainly has a substantial cash reserve and the capability to develop products. But the current evolution of adtech away from cookies, combined with fierce public scrutiny for the tech industry means Facebook may opt to remain focused on product innovation rather than legal pursuits. As another signal of its intentions, Facebook has issued guidance webinars for implementing the Apple protocols to small businesses using its platforms.

In the 2010 Wall Street Journal D8 interview, Steve Jobs said Apple always held a different view of privacy. Customers will experience that difference this spring when the company will roll out App Tracking Transparency in its updated operating system.

Pierre DeBois is the founder of Zimana, a small business digital analytics consultancy. He reviews data from web analytics and social media dashboard solutions, then provides recommendations and web development action that improves marketing strategy and business profitability.

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Apple's New ATT Privacy Protection Framework Rolling Out With iOS 14 - CMSWire

The Content Creation and Social market study now available with Market Study Report, LLC, delivers a concise outlook of the powerful trends driving market growth. This report also includes valuable information pertaining to market share, market size, revenue forecasts, regional landscape and SWOT analysis of the industry. The report further elucidates the competitive backdrop of key players in the market as well as their product portfolio and business strategies.

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Moreover, the report includes an in-depth analysis of factors that may impede the market growth, in the view of the COVID-19 pandemic.

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Regional outlook of the Content Creation and Social market:

Regional segmentation: Americas, APAC, Europe, Middle East & Africa

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Competitive landscape of Content Creation and Social market: Xtensio, Beacon.by, Buffer, CoSchedule, TalkWalker, Quora, Hootsuite, Hemingway, SnapApp, Grammarly, BuzzSumo, Wistia, MailChimp and JotForm

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Global Content Creation and Social Market Detailed Analysis of Current Industry Figures with Forecasts Growth By 2025 Murphy's Hockey Law - Murphy's...

Alphabet (GOOGL) easily beat all fourth-quarter expectations, driven by a continuing resurgence in ad spending, growing demand for cloud, the overall digital transformation by many businesses, and the cost control that it initiated when the pandemic hit. Management expects tougher comps in the second half of this year but remains confident in further strong growth in its cloud segment. The firm will also return to more-aggressive hiring and overall spending on research and development and sales and marketing, as well as significantly higher capital expenditure. We remain confident that accelerating growth in brand ad spending along with the return of ad spending in the travel vertical in the second half will more than offset a possible slowdown in direct-response ad revenue growth, especially at YouTube. In cloud, while we expect Alphabet to generate operating losses as it continues to scale that business, we anticipate profitability by 2024 as we think 32% average annual growth during the next five years will create operating leverage.

After adjusting our model to reflect higher ad spending and continuing robust growth in cloud, and taking into account the time value of money, our fair value estimate is now 32% higher, at $2,605 per share. Alphabet remains one of our favorite names in the Internet and social media space.

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YouTube and Cloud Lead the Way for Alphabet - Morningstar.com