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Watch these mutations in the digital marketing space

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Watch these mutations in the digital marketing space


MarTech’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s digital marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily.

Good morning, Marketers, the advertising landscape is getting mythical.

What I mean is that the standard creatures that used to populate advertising – publishers, brands, ad tech partners – are morphing into elaborate hybrids, almost like the minotaurs, satyrs and sphinxes of legend.

Publishers become brands when they build close connections with subscribers through improved customer experience. Some e-commerce and traditional brands adopt sales and shipping strategies on a subscription model borrowed from publishers. Retailers acquire AI-powered startups to build out their advertising services, morphing into a Hydra-like amalgam of adtech vendor, agency and publisher.

At the IAB ALM conference in New York this week, Gap Inc. presented to an audience of digital marketers and vendors their own media and advertising arm, GPS Media. The Gap joins Lowe’s and Walgreens as a large retail chain selling ads into its impressive customer base. It follows Gap’s recent acquisition of AI-driven analytics company Context-Based 4 Casting Ltd. (CB4), and GPS Media has been in soft launch since late 2021.

Data is mutating all of these creatures in the digital marketing landscape. Scarcity of first-party data and regulations on data use and sharing (all necessary to maintain consumer trust) have made companies with a lot of first-party data into digital advertising hubs. The market forces are irresistible in making this so because that close data-based connection with customers is essential, and often fleeting if customers decide to opt out.

The moral of this fable is that the creatures will continue to morph. And for every marketer, this means that now more than ever they must build their own meaningful data-rich connections with customers. It’s hard enough competing for shelf space and attention in the marketplace. Now imagine having to outbid competitors on a retailer’s ad channel. 

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Chris Wood,

Editor


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About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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MARKETING

Achieving the Perfect Work-Life Balance with Coworking

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Achieving the Perfect Work-Life Balance with Coworking

Do you have a job that allows you to work from home? If you’re like many small business owners, you keep telling yourself that the money you save from not renting a separate office is justification enough to let your office take over your living space. Is it the best option to work from home given your small business enables it? Many small business owners prefer to work from home, but does it provide you with the work-life balance you require? You may discover that it has certain disadvantages.

Work-life balance is more complicated than you would assume. It can result in a loss of productivity, extreme burnout, nervousness, stress, insomnia, and more. Unfortunately, traditional offices and the work-from-home strategy do not allow employees to maintain a healthy work-life balance. On the other hand, shared offices can make a significant difference in this area. Let’s look at how coworking office spaces can help you strike a work-life balance.

To Improve, Get Social and Get To Work.

Many smaller businesses have discovered that coworking has helped them avoid the problems that come with having a home-based firm. Coworking allows you to communicate with others while avoiding the isolation that comes with working from home.

Coworking provides an ideal environment for networking, business growth, and simply socializing. A coworking space can assist freelancers, entrepreneurs, persons in the creative sectors, and others. It provides a once-in-a-lifetime opportunity to both inspire and be motivated by people around you.

If you currently work from home and find it difficult to strike a work-life balance, consider joining a coworking space. Almost every big city has a number of coworking places where you can work for little or no money.

Flexibility

One of the most important aspects that helps business owners combine personal and professional life of employees is flexibility. Many studies show that allowing employees to work at their leisure and at their preferred location improves employee satisfaction and reduces stress levels.

One of the most significant benefits of coworking spaces is that they allow for flexible work arrangements. Employees that operate from a shared office have more influence over their schedule. For example, based on their most efficient work hours and schedules, individuals can start right away or work late. Flexi plans are available from all major coworking office providers, allowing members to take advantage of flexible work hours.

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Productive Workplace Environment

There is, in fact, a strong link between your workplace and your work-life balance. You will be unable to complete your job if you work from an office or home office that lacks all of the necessary amenities. Unfinished tasks accumulate, sabotaging your work-life balance by eating into your personal time and weekends.

Because of the variety of amenities and distraction-free work environment, coworking spaces make it easier to achieve a work-life balance. From well-equipped desks to comfortable furniture to specialized meeting rooms, entertainment areas, community spaces, and cafeterias, shared offices have everything you could want to boost productivity. As a result, you complete more tasks, freeing you more time for your private lives.

The Importance of Motivation

Another important component that impacts your work-life balance is motivation. Your productivity rises by many notches when you are inspired. It assists in allocating time between personal and professional lives. However, staying motivated while working at home or in regular office spaces, especially as a freelancer or entrepreneur, is difficult.

Because of its community-inspired structure and nature, coworking office spaces might help you achieve a better work-life balance. You’ll be surrounded by like-minded people and have the chance to meet and network with mentors. To put it another way, help is available when you need it. All of this contributes to achieving a healthy balance between your professional and personal life.

Conclusion

Coworking spaces can help you strike the perfect work-life balance by giving you the opportunity to separate your professional and personal life. With so many different options for coworking, it’s easy to find one that meets your specific needs. Whether you need a quiet space to focus or a place to collaborate with other professionals, there’s a coworking option out there for you. Let us help you find the right space for you! Have you found a great coworking space that has helped you achieve better work-life balance? The benefits of coworking spaces are totally up to you. You may not be eligible for all of the benefits, but the ability to tailor them to your business needs is the most valuable bonus of all.

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