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Trends to Follow in 2022

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Trends to Follow in 2022

Organizations are being forced to rethink their operation since technology is changing the way we work at an exponential rate. Today, most companies are streamlining processes by using AI and cognitive technologies to create an efficient workforce and achieve human-machine collaboration. In the aftermath of the COVID pandemic, companies are looking at a hybrid work model that combines remote work with the time spent at the office.

Given below are the 11 trends that will shape workforce dynamics in the year 2022.

AI Augmented Workforce

AI augmentation will add value to businesses since an augmented workforce is the perfect fusion between humans and machines. It requires redefining fundamental human skills and building competencies through continuous training.

It involves rethinking the role of the workers and creating a human-centric symbiotic system in order to make a smooth transition from automation to collaboration between humans and machines. Statistics reveal that a large percentage of the companies have successfully adopted cognitive and AI technologies within their workforce without the employees having to undergo excessive training.

More Focus on Skills

65% of the repeatable managerial tasks such as scheduling, approving expense reports, providing performance feedback, and monitoring direct reports will be automated by the year 2025. This shift will require companies to empower managers with a new set of skills to equip them so that they can manage the complexity of a hybrid workforce.

Organizations can either choose to decrease the number of managers or redefine the roles of the managers so that they can manage the employees’ perception of their career trajectories. Once the managerial tasks are automated, there is more scope for managers to develop the skills needed to build a better relationship with their employees.

Employee Monitoring and Analytics

Organizations will be using digital tools to monitor employees in real-time. Many applications already provide real-time activity tracking. These applications can take screenshots of the computers of the employees at regular intervals. They can also capture the action of the keys struck on a keyboard in order to monitor the employees.

Sometimes these tracking tools are installed covertly. Companies insist that some amount of monitoring is necessary to improve productivity. Moreover, analytics applications can provide insights on the performance of employees, identify talent and indicate areas where the employees might need additional support.

Although companies will continue to believe that monitoring is essential, employees may feel that they have a right to protect their privacy.

Hybrid Work with Minor Tweaks

Some companies will continue with a hybrid work model where employees have the option of working in the physical workplace and also remotely. This will help the employees work better since they can choose to work during the part of the day when they are most productive. It will also make the employees happier and help the organization attract better talent.

Companies will benefit from the reduced need for office space. Moreover, this work model will help to build the brand image of the company since prospective employees will view companies offering the hybrid work model favorably.

For the hybrid work model to be effective, companies will have to be more inclusive of people who work remotely rather than favor those who are more often at the office. Collaboration between remote and in-house teams is also a must. Again, some people may have to be present at the office more often, so being fair to people who often cannot work remotely is a must.

Virtual Meetings Will Get Better and Shorter

Virtual meetings will be held only when necessary since managers can use video-sharing platforms to make videos in order to communicate with their teams. A video sent before the meetings covering the objectives, agenda, and context can make the virtual meeting shorter and save time.

Video conferencing platforms also provide automated transcripts which seem to work reasonably well. A video library that allows the employees to hear the recorded meeting at their convenience will also help reduce the need for frequent virtual meetings.

Time is More Important than Place

Avoiding the commute to the workplace when it seems unnecessary is going to be one of the best benefits of remote work. Fewer workplace meetings and reduced distractions at the office will be a blessing for some people since not everybody has the same amount of time at their disposal.

Managing time well will have a huge impact on the life of the employees since they can develop additional skills that have become necessary as a result of companies adopting AI technologies. This in turn will improve their performance and help them make a smooth transition from automation to collaboration between humans and machines.

Metaverse

The network of 3D virtual worlds focused on social connection will continue to revolutionize all aspects of business by allowing collaboration in virtual spaces and augmented physical places. Businesses can travel between spaces and synchronize customer data across platforms.

Metaverse will continue to create new lines of virtual business and transform interactions between clients and companies. Users can host numerous virtual worlds and reshape how people work and interact. This will help companies boost efficiency and facilitate taking real-time decisions across supply chains.

Flexible Work Will Be a Requisite

Flexible work arrangements will have to be maintained by many employees out of necessity and also because several employees will continue to choose remote work. Shorter working hours rather than a pay hike to work longer will appeal more to the employees.

Companies will also have to make arrangements to provide employees with flexible reimbursements to make at least part-time remote work permanent. Employees will have to be given an allowance to purchase workplace equipment like the laptop and the ergonomic chair.

They will also have to pay for internet expenses, meal delivery during work hours and meet other foreseeable work-related expenses, so they will have to be guided on how to make these purchases and apply for reimbursements.

Bigger Role of Cybersecurity

Phishing, spoofing attacks and fake alerts have to be tackled effectively since people have started working from home. Prior to people working from home, the IT team at the workplace used to take care of cybersecurity, but when employees started working remotely from different locations during the COVID pandemic, they had to initially handle cybersecurity threats themselves.

In the year 2022, companies will have to establish and enforce a strict data security policy to prevent internal security breaches by clearly outlining security protocols that the employees have to comply with and stating the consequences of non-compliance.

Employees will have to have a VPN. Antivirus software has to be installed on their office laptop. All the devices that are used by employees to access customer data will have to be equipped with firewalls and spam filtering tools. Moreover, these tools have to be kept up to date.

Companies will have to invest in a mobile device management platform so that if any device is stolen, sensitive data can be wiped off immediately. Multi-factor authentication has to be adopted for ensuring security while working remotely. It is important for the employees to train in cybersecurity awareness. The IT team, too, has to be ready to lend any assistance that is necessary to the employees.

Diversity and Inclusion

Businesses will be hiring remote workforce from different geographical locations and backgrounds across all job levels, functions, and teams. Since the performance of employees in ethnically diverse organizations is much better than the performance of their counterparts in organizations where most people are from the same ethnic background, businesses will benefit. Moreover, management teams from diverse backgrounds are known to generate more revenue than non-diverse teams.

Remote work will also help to close the gender gap since women need the flexibility of working from home more than men. It is a known fact that gender-diverse organizations are more profitable than organizations where most people are from the same sex.

Hence, companies will definitely benefit as a result of employees working from home. Remote work will also integrate all those people who may fail to mingle with the rest of the employees because of predisposed biases and prejudices. Thus, remote work enables a more inclusive and diverse organization.

More Competition and Opportunities

As a result of remote work employers are scouting for talent even outside their geographical region. Thus, there is more competition among prospective employers. As far as the employees are concerned, their home location no longer determines their workplace since they can explore employment opportunities even outside their geographical region.

Even people living in small towns and cities can now work for companies in major cities.

To conclude, remote work can empower the growth of companies provided they take a holistic approach to security management. Employers have to offer creative options like providing child care and allowing the employees to take more time off in place of a pay hike and long working hours. Employees have to undergo cybersecurity awareness training and embrace remote work as the new normal in order to march ahead with the changing times.


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Google’s Surgical Strike on Reputation Abuse

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Google’s Surgical Strike on Reputation Abuse

These aren’t easy questions. On the one hand, many of these sites do clearly fit Google’s warning and were using their authority and reputation to rank content that is low-relevance to the main site and its visitors. With any punitive action, though, the problem is that the sites ranking below the penalized sites may not be of any higher quality. Is USA Today’s coupon section less useful than the dedicated coupon sites that will take its place from the perspective of searchers? Probably not, especially since the data comes from similar sources.

There is a legitimate question of trust here — searchers are more likely to trust this content if it’s attached to a major brand. If a site is hosting third-party content, such as a coupon marketplace, then they’re essentially lending their brand and credibility to content that they haven’t vetted. This could be seen as an abuse of trust.

In Google’s eyes, I suspect the problem is that this tactic has just spread too far, and they couldn’t continue to ignore it. Unfortunately for the sites that were hit, the penalties were severe and wiped out impacted content. Regardless of how we feel about the outcome, this was not an empty threat, and SEOs need to take Google’s new guidelines seriously.

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18 Events and Conferences for Black Entrepreneurs in 2024

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18 Events and Conferences for Black Entrepreneurs in 2024

Welcome to Breaking the Blueprint — a blog series that dives into the unique business challenges and opportunities of underrepresented business owners and entrepreneurs. Learn how they’ve grown or scaled their businesses, explored entrepreneurial ventures within their companies, or created side hustles, and how their stories can inspire and inform your own success.

It can feel isolating if you’re the only one in the room who looks like you.

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IAB Podcast Upfront highlights rebounding audiences and increased innovation

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IAB podcast upfronts in New York

IAB podcast upfronts in New York
Left to right: Hosts Charlamagne tha God and Jess Hilarious, Will Pearson, President, iHeartPodcasts and Conal Byrne, CEO, iHeartMedia Digital Group in New York. Image: Chris Wood.

Podcasts are bouncing back from last year’s slowdown with digital audio publishers, tech partners and brands innovating to build deep relationships with listeners.

At the IAB Podcast Upfront in New York this week, hit shows and successful brand placements were lauded. In addition to the excitement generated by stars like Jon Stewart and Charlamagne tha God, the numbers gauging the industry also showed promise.

U.S. podcast revenue is expected to grow 12% to reach $2 billion — up from 5% growth last year — according to a new IAB/PwC study. Podcasts are projected to reach $2.6 billion by 2026.

The growth is fueled by engaging content and the ability to measure its impact. Adtech is stepping in to measure, prove return on spend and manage brand safety in gripping, sometimes contentious, environments.

“As audio continues to evolve and gain traction, you can expect to hear new innovations around data, measurement, attribution and, crucially, about the ability to assess podcasting’s contribution to KPIs in comparison to other channels in the media mix,” said IAB CEO David Cohen, in his opening remarks.

Comedy and sports leading the way

Podcasting’s slowed growth in 2023 was indicative of lower ad budgets overall as advertisers braced for economic headwinds, according to Matt Shapo, director, Media Center for IAB, in his keynote. The drought is largely over. Data from media analytics firm Guideline found podcast gross media spend up 21.7% in Q1 2024 over Q1 2023. Monthly U.S. podcast listeners now number 135 million, averaging 8.3 podcast episodes per week, according to Edison Research.

Comedy overtook sports and news to become the top podcast category, according to the new IAB report, “U.S. Podcast Advertising Revenue Study: 2023 Revenue & 2024-2026 Growth Projects.” Comedy podcasts gained nearly 300 new advertisers in Q4 2023.

Sports defended second place among popular genres in the report. Announcements from the stage largely followed these preferences.

Jon Stewart, who recently returned to “The Daily Show” to host Mondays, announced a new podcast, “The Weekly Show with Jon Stewart,” via video message at the Upfront. The podcast will start next month and is part of Paramount Audio’s roster, which has a strong sports lineup thanks to its association with CBS Sports.

Reaching underserved groups and tastes

IHeartMedia toasted its partnership with radio and TV host Charlamagne tha God. Charlamagne’s The Black Effect is the largest podcast network in the U.S. for and by black creators. Comedian Jess Hilarious spoke about becoming the newest co-host of the long-running “The Breakfast Club” earlier this year, and doing it while pregnant.

The company also announced a new partnership with Hello Sunshine, a media company founded by Oscar-winner Reese Witherspoon. One resulting podcast, “The Bright Side,” is hosted by journalists Danielle Robay and Simone Boyce. The inspiration for the show was to tell positive stories as a counterweight to negativity in the culture.

With such a large population listening to podcasts, advertisers can now benefit from reaching specific groups catered to by fine-tuned creators and topics. As the top U.S. audio network, iHeartMedia touted its reach of 276 million broadcast listeners. 

Connecting advertisers with the right audience

Through its acquisition of technology, including audio adtech company Triton Digital in 2021, as well as data partnerships, iHeartMedia claims a targetable audience of 34 million podcast listeners through its podcast network, and a broader audio audience of 226 million for advertisers, using first- and third-party data.

“A more diverse audience is tuning in, creating more opportunities for more genres to reach consumers — from true crime to business to history to science and culture, there is content for everyone,” Cohen said.

The IAB study found that the top individual advertiser categories in 2023 were Arts, Entertainment and Media (14%), Financial Services (13%), CPG (12%) and Retail (11%). The largest segment of advertisers was Other (27%), which means many podcast advertisers have distinct products and services and are looking to connect with similarly personalized content.

Acast, the top global podcast network, founded in Stockholm a decade ago, boasts 125,000 shows and 400 million monthly listeners. The company acquired podcast database Podchaser in 2022 to gain insights on 4.5 million podcasts (at the time) with over 1.7 billion data points.

Measurement and brand safety

Technology is catching up to the sheer volume of content in the digital audio space. Measurement company Adelaide developed its standard unit of attention, the AU, to predict how effective ad placements will be in an “apples to apples” way across channels. This method is used by The Coca-Cola Company, NBA and AB InBev, among other big advertisers.

In a study with National Public Media, which includes NPR radio and popular podcasts like the “Tiny Desk” concert series, Adelaide found that NPR, on average, scored 10% higher than Adelaide’s Podcast AU Benchmarks, correlating to full-funnel outcomes. NPR listeners weren’t just clicking through to advertisers’ sites, they were considering making a purchase.

Advertisers can also get deep insights on ad effectiveness through Wondery’s premium podcasts — the company was acquired by Amazon in 2020. Ads on its podcasts can now be managed through the Amazon DSP, and measurement of purchases resulting from ads will soon be available.

The podcast landscape is growing rapidly, and advertisers are understandably concerned about involving their brands with potentially controversial content. AI company Seekr develops large language models (LLMs) to analyze online content, including the context around what’s being said on a podcast. It offers a civility rating that determines if a podcast mentioning “shootings,” for instance, is speaking responsibly and civilly about the topic. In doing so, Seekr adds a layer of confidence for advertisers who would otherwise pass over an opportunity to reach an engaged audience on a topic that means a lot to them. Seekr recently partnered with ad agency Oxford Road to bring more confidence to clients.

“When we move beyond the top 100 podcasts, it becomes infinitely more challenging for these long tails of podcasts to be discovered and monetized,” said Pat LaCroix, EVP, strategic partnerships at Seekr. “Media has a trust problem. We’re living in a time of content fragmentation, political polarization and misinformation. This is all leading to a complex and challenging environment for brands to navigate, especially in a channel where brand safety tools have been in the infancy stage.”



Dig deeper: 10 top marketing podcasts for 2024

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