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Monday, August 17, 2020

Let me entertain you


The cornerstone of TikTok for Business is the key to effectively marketing to Gen Z as identified by the motto, “Don’t Make Ads, Make TikToks.” It’s not just about self-promotion for the platform that has had explosive growth over the past year but about meeting the expectations of a generation that is responsive to marketing that moves it. Not to what feels like an ad.

Draw in Gen Z with creative content

Marketers “should create ads that don’t feel like ads,” according to Gen Z in 2020: How to Advertise to the New Digital Natives. That’s the conclusion it draws from research into what draws positive attention from Gen Z.
Drawing on a 2017 study by Time Inc., Media Post says Gen Zers “want to see brands do something new, unique, or creative to get their attention.” Also 88% agree that it’s “a good way for new brands it hasn’t heard of to reach them.”
The numbers are equally impressive for the responses on engagement: “the study found that 90% of those polled like the idea of custom content as a way for brands to engage them, 89% believe that custom content is a great way for brands to break through the clutter.”
How can brands create this kind of custom content that engages Gen Z? Performance art appears to be a pretty effective approach, as it taps into this generation’s passions.
These were the findings of market research company, Millward Brown: “Gen Z are dramatically more passionate about music and movies. Ads placed in these contexts are far more powerful with this group, with 39% of Gen Z saying music makes them more positive to advertising and 38% reporting that movies have the same effect.”
Likely that is due to the emotional pull that music and movies have on audiences. When we listen to or watch something that really resonates with us, it makes a very deep impression, which is why it can prove so effective for marketing.
Music and marketing, a natural pairing
This is the background of that approach Movers+Shakers takes in creating custom content for marketing, particularly aimed at Gen Z and millennials. The company’s CEO, Evan Horowitz, shared the secret sauce of its campaigns’ success: joyful marketing.
What underlies their approach is the understanding that “consumers want to be entertained,” he said. “Anything that feels like an ad is a turnoff.” That’s why at Movers + Shakers, the content produced for brands is entertaining with music selected to resonate with the style of the brand and its audience.

The 15 Second Key to Success

"In the future everybody will be world famous for fifteen minutes," Andy Warhol predicted back in 1968. In the 21st century, though, it’s not about minutes but seconds.
TikTok videos are designed to be short and the original default length for uploading was just 15 seconds. Rivals hoping to capitalize on the popularity of the short video format with music also set their base standard at 15 seconds.
The boom and bust of 2020 for TikTok
The first half of 2020 has been very good for the social video app from Internet company ByteDance, called TikTok. By the end of April, Sensor Tower Store Intelligence estimated that the app had been downloaded over 2 billion times on the App Store and Google Play.
The popularity of TikTok is a worldwide phenomenon. However, its presence in India is now curtailed because the government banned the app, as well as 58 others, on June 29, due to their links to China.  That is quite a blow to the app in light of the huge user base in India.
Live Mint reports that there were over 200 million active users of the app in India, which represents a major chunk of its global hold.  It was such a profitable market for ByteDance that last year the company said it planned to invest a billion dollars there.
The rise of the Reels rival
The Indian market may now turn to one of the rival video platforms that have been trying to compete with TikTok. They include offerings from Instagram and YouTube.
As TikTok’s growth has been impossible to ignore, Facebook attempted to launch its own version through Instagram under the name Reels. It first rolled out on a limited basis in Brazil in November 2019.

Thursday, February 13, 2020

The Introvert Cheat Sheet

Bridge near Bear Mountain, photo by Ariella Brown
I saw the title in my email and knew I really shouldn't click it, but my curiosity got the best of me. In spite of my expectations, I clicked the Contently-promoting article, The Introvert’s Guide to Creative Collaboration and found very little that really fits the needs of introverts.

Small talk, for real?
I really got a sense that the author, Bradley Little, is not an introvert. While he claims he his approach doesn't require any form of "rewiring" pushing introverts into small talk is the equivalent of forcing a lefty to write with her right hand. She may look like she's doing the "normal" thing, but she'll be very awkward and clumsy at it, which will make her less confident in the situation.
In other words, the following is extremely bad advice for introverts:

When you’re nervous going into a call, break the ice. Small talk helps you find connections but it will also get you out of your head. Comment on the weather. Yeah, it’s dumb. We all know it’s dumb. But it’s something anyone can talk about. Ask them how their morning is going. Ask them about their weekend. Do they have kids? Where do they live?
It really doesn’t matter what it is. The important thing is to see the people you’re talking to as just that—people.



This is wrong on so many counts!

Asking about kids may even be an illegal question in some contexts, so stay off family unless the other person explicitly bring it up.
Introverts don't necessarily have a fear of people. That's shyness, rather than introversion. Sometimes the two are coupled in the same person, but they are not synonymous.
 
It's true that many introverts hate talking on the phone. They have a serious aversion to the instrument, so for them, an in-person meeting may actually be preferable. If you're not a phone person, ask about meeting for coffee, or the like. That will actually win you major points because extroverts value in-person contact.
 
The key to getting the conversation flowing is not stilted small talk hitting on a topic that the person is passionate about. They will be able to go on and on, and you just have to ask the relevant questions, interjecting appropriate comments here and there. The result will be a much more stimulating conversation that creates a deeper connection than you can ever achieve from "So what do you think about this weather we've been having, huh?"
 
Now you may be thinking, "But how do I get to find the person's passion?" It's not all that difficult if the purpose of the call is related to business. You already know what the person does for a living, and you can ask about their work-related motivation, how they see their company's position, etc. Introverts are actually amazing conversational partners because they don't seek to dominate the conversation themselves and give the other person the opportunity to talk about himself. Who doesn't love that?
 
Absolute perfection is unattainable
To give credit where credit is due, it does bring up the important issue of impostor syndrome. However, that is something that applies to all people, and not just introvert. There's no substantiation that introverts are more afflicted than the general population, though the tendency toward introspection does also likely result in more self-doubt. A good article on overcoming that is Cat Neligan's Five Tips to Overcome Impostor Syndrome.
 
My own tip is overcoming an inclination to perfectionism because that holds you back from accomplishing. Sure, you want your published work to be as perfect as possible, but if you obsess over every dot and tittle in it, you will never meet a deadline or be able to move on to the next project at a pace that really allows you to make a living at this.
 
Will people gloat if a writer includes a typo? Sure. Should you let that destroy your self-image, though? No. 

Even the highest paid baseball players are not expected to bat a thousand. It simply is not humanly possible. And it is not humanly possible to NEVER make a mistake. Holding yourself to that standard is absurd, so forgive yourself, fix what you can, and move on.
 
Ask for What You Want

Of course, you don't merely want to move on but to move up, and this is the most important thing to advance your career: you have to ask for what you want. That means asking people to consider you for a job, recommend you for a job, or even getting a raise on the job you have.
 
I admit this is very difficult for introverts. The prevailing fantasy in a hard-working introvert's mind is that all the effort put in will be noticed and appreciated, and the people who do that will simply give us what we wish for without our having to express it. This is a nice fairy tale that rarely comes true.
 
I put in the qualifier above because really it does sometimes come true to some extent. I have had people contact me out of the blue because they recall my interviewing them for an article in another publication and so came back to me when they and are in the position of hiring writers. But even in those cases, it sometimes takes months for these things to get off the ground, and it may prove to be a very short-term need.
 
There's no escaping the need to keep not just looking for new opportunities but asking for them.
And as for the raises, I have yet to have someone just say, "You know you've been doing good work for us for several years now, and you deserve a raise." It doesn't happen. But I have had some honest editor admit, that, yes, they were paying some of their writers more, and I did deserve that higher rate. But I had to ask.
 
Does that mean it always works? Not at all. I've had my requests for raises turned down with the excuse that the budget was fixed, and that was that. So I may have been disappointed, but I was not in fact any worse off than I had been before asking.
 
As for recommendations, here's the thing: you definitely want some decent recommendations on your LinkedIn profile. But most managers won't just offer to do it, not because you don't deserve it but because it entails some work on their part. So again, you have to ask and sometimes even follow up with a gentle reminder. You may never get one from some people, but if you don't ask, you'll have none at all.
 
The Introvert Cheat Sheet

Play to your conversational strengths to make connections, including the medium of communication.
Don't let perfectionism hold you back. Good things don't always come to those who wait and have to be actively pursued.
 
(I posted this article to LinkedIn under the title Real Tips for Introverts) 
 
For more on introversion, read:
http://uncommoncontent.blogspot.com/2012/05/perspectives-on-introversion-this-is.html
http://uncommoncontent.blogspot.com/2012/04/working-alone.html
http://uncommoncontent.blogspot.com/2012/04/great-introvert.html
http://uncommoncontent.blogspot.com/2013/06/jane-austens-heroines-from-extroverted.html
http://uncommoncontent.blogspot.com/2013/08/happiness-is.html
http://uncommoncontent.blogspot.com/2014/12/views-on-boundaries.html
http://uncommoncontent.blogspot.com/2013/11/public-or-it-didnt-happen.html



Thursday, July 25, 2019

How to for LinkedIn profile

I'd warn people to not take this as an absolute, especially the word list. The one thing I learned from taking a month as a Premium Member was a glimpse into the type of words job listings include that the HR systems rely on for filtering. Some of them include words like "leadership," so if you don't have it on your profile, that's one less match for such positions. One more note on the photos: they forget to warn people not just to leave Fido out but to leave out other people. That extends to the parts of other people that appear in the background in an obviously cropped photo. Just no.


See leisurejobs.com/staticpages/18285/the-ultimate-linkedin-cheat-sheet/

Thursday, July 18, 2019

Peak summer is also peak back to school marketing time

photo from https://upload.wikimedia.org/wikipedia/commons/thumb/5/5d/Early_back-to-school_display_at_Walmart%2C_Kingston%2C_NY.jpg/637px-Early_back-to-school_display_at_Walmart%2C_Kingston%2C_NY.jpg
Just after the firecrackers fade out on the Fourth of July, marketers shift their tune from the pleasures of summer to anticipating back to school. While the messaging may appear out of sync with the beach season, it’s actually right on target for the majority of shoppers. 
Deloitte’s 2019 back-to-school survey anticipates very strong sales at the end of this summer. They anticipate back to school spending to hit $27.8 billion, or $519 per student, up slightly from $510 in 2018. The lion’s share of the total -- $15 billion -- is allocated to clothing and accessories. School supplies are second at $6.1 billion. The remaining amount is split fairly closely between the categories of computers and electronic gadgets. 
Over half of those purchases occur in-store, the shopping venue of choice for 56 percent of those surveyed. Online shopping is still quite a way behind at percent though that is up from what it has been in the past. 
Whether they’re shopping in person or on their devices, though, most are not waiting for the approach of Labor Day. In fact, Deloitte forecasts that 62 percent of the purchases are made by early August, which means that marketers aiming for that $17.3 billion need to get started early. 
That is consistent with what Jose Sánchez, Head of Creative Studio, Smartly.io says in his tips for marketers who want to capitalize on this extremely lucrative market in an interview with DMN. He observed that half of shoppers have already completed their back to school purchases by August. 

Wednesday, June 19, 2019

Data quality check

You may have heard the expression, quality doesn’t cost -- it pays. A more precise formulation applies to business in the form of the 1-10-100 rule of data quality. The idea is that while it could cost you $1 to corroborate the data upon entry, it costs $10 to clean it later and $100 to leave it uncorrected due to the various losses that will result from it. How to prevent that happening? Adopt a CDP solution.

Losses due to poor data quality cost the US economy $3.1 trillion annually, according to IBM’s 2016 estimate, and concern about data quality has risen since then. According to Dunn & Bradstreet’s 6th Annual B2B Marketing Data Report, it grew from 75 percent in 2016 to 89 percent this year. It also found that only half of those surveyed express confidence in their own data.

Read more in 

3 Tips for Achieving Customer Data Quality


Thursday, June 6, 2019

One app to rule them all for IKEA


You may have come across the comic showing the interviewer saying “Take a seat” to a the man entering. In the place of the chair is a collection of chair parts. That’s because it’s identified as an interview for IKEA, the brand associated with furniture that comes in pieces to be put together by the customer.
Until now that’s rather the way it’s been for the online IKEA shopper, as well. They had to put the pieces together themselves. The problem was not that IKEA didn’t have an app; it’s that it had three separate ones that do not integrate and allow the customer to do everything on a mobile device. 
The catalog app allows you to view hundreds of pages of merchandise on your phone, but not to place an order, which can only be done on the IKEA site. The virtual reality app called “Place” allows you to visualize its products in your home. While the tech, which was introduced in 2017, is both useful and cool, it doesn’t deliver with a buy option.
Read more in 

IKEA Rolls Out a Shoppable App