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In 2017, Chatbots Will Do Your Marketing For You – The World Reporter
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We’re heading for another big shake up in marketing next year (what’s new?). And now that it’s December, it’s time to roll up our collective sleeves and get stuck into the changes that will be coming our way. As always, what actually happens is going to be very different to how most of us imagine it to be. Chatbots, not people, will be talking to our customers, and marketers are going to be getting more and more invested in the ad blocking arms race as savvy consumers try to hide their personally identifiable information from businesses and governments they see as a threat.

Check out these interesting and sometimes outright weird marketing trends expected to arrive in the year ahead.

ROI Metrics Will Dominate

At the moment, companies are using things like CPMs to measure the performance of their websites. The idea is that the higher the rate of conversion on their websites, whether it’s downloads, signups, or purchases, the better. But the problem with these data is that they are very mono-dimensional. Companies aren’t able to measure what the return is on their investment very easily. After all, different conversions have different values, and converting one set of customers can be a lot more costly than converting another set.

In the coming year, it is expected by Forbes and other experts that ROI-based performance metrics will come to dominate. Companies will be able to get real-time information on how much it cost them to generate an individual conversion, as well as how much that conversion cost relative to the amount of value generated by it. This new approach will then make it easier for companies to dedicate their precious marketing dollars to those instances that will generate the highest return.

Businesses Will Uncover Dark Social

Knowing where customers came from online is important. But right now, many people are choosing to keep their identities hidden, thanks to ever-increasing intrusion on their lives by governments and to a lesser degree, companies. This has led to the widespread adoption of encrypted, private messaging apps that effectively block out the ability of businesses to collect data. The problem with this is that companies rely on knowing which channels people are coming from to optimize their marketing strategies. If for instance, they’re getting lots of traffic from Facebook, but not very much from Twitter, it doesn’t make sense to plow investment dollars into Twitter.

Next year, companies will get tools that will help them uncover the world of dark social. GetSocial.io, for instance, can help firms find out where their customers are coming from, without revealing any personally identifiable information. It’s the best of both worlds, where consumer data remains private, and where companies get the information they need to better target their marketing campaigns.

Third-Party, Social Media “Buy Buttons”

social media apps

The future of ecommerce looks surprisingly different from the present. At the moment, the paradigm is that online retailers have to have their own website to which their customers arrive and make purchases. There’s a lot of money being spent right now on these sites to make sure that they have high visibility on general search engines.

But thanks to the fact that people never seem to tire of social media, social media itself will soon become a shopping platform in its own right. Facebook and Pinterest and currently investigating ways to include buy buttons next to products or items. For Pinterest, this is a particularly interesting idea, since it is a site dedicated to hosting and organizing photographs, usually of beautiful, bespoke products. Companies wouldn’t have to invest their marketing efforts trying to improve their rank on Google; they’ll be investing in enhancing their visibility on platforms like Pinterest and making sure that they produce the most alluring photographs possible. New social media marketing is something you can learn more about at Simplilearn here.

Marketing That “Gives Back”

Customers want the brands that they consume to have a feel good element. They want to know that when they buy a product that at least some of their money will be going to a noble cause. There are all sorts of companies that are doing this already. Take Warby Parker, the online glasses seller, for instance. This company proudly promotes the fact that “for every pair purchased, a pair is distributed to someone in need.” Regular, everyday companies need to think of ways of resonating with their customer base and making them feel as if they are improving the world with every purchase.

Native Advertising

Internet users are getting more and more savvy to the marketing tactics of online advertisers, hence the growth in the use of adblockers. Next year companies will have to focus more exclusively on native advertising – advertising that is expertly weaved into the content of an article or a video. Advertisers are going to need to target bloggers and vloggers and get them to incorporate their own products in a way that adds value to consumers. People don’t want yet another banner ad promising to save them money: they want something that actively helps them to understand something or somewhere that gives them unbiased information about a product. Product reviews, as well as videos showcasing how much fun a product can be, will form the lion’s share of marketing going forward.

Yet More Market Segmentation

You might think that we’ve reached peak personalization for online marketing, but according to experts, it’s going to be going up another notch next year. Personalization means targeting advertising based on a person’s habits and preferences online. The basic idea is to give consumers only the advertising content that they want, rather than bombarding them with information that they are not interested in. In a world of information overload, this may be the only approach marketers can use to get their message to stick.

Marketing Will Become Mobile-First

mobile marketing Social media apps windows phone

Long gone are the days when the PC was the dominant platform through which people consume online content. The market has spoken, and it turns out that people prefer their mobile devices, despite the fact that they only provide a fraction of the screen real estate. This new reality means that businesses are going to have to optimize first for mobile, and then for desktop after, to make sure that they are prioritizing their experiences in the correct way. Right now, many website builders have a desktop-first approach, which will have to change as we go forward in 2017.

Chatbots Will Talk To Your Customers For You

If you’ve ever gotten interested in artificial intelligence or computer science, you’ll have heard about the Turing test. The Turing Test was a test devised by Alan Turing, the esteemed computer scientist depicted in the film The Imitation Game. It said that artificial intelligence was achieved if an expert couldn’t tell whether he or she was talking to a person or a computer.

It might surprise you to discover that we’re not far off the world that Alan Turing envisioned. Today’s chatbots are being developed by the world’s most advanced AI companies, including Google, Facebook, Microsoft and Amazon. They’re all in a sort of arms race to build an AI that is able to chat with customers on behalf of business, find out their preferences, and feed all those data into a central repository where it can be analyzed and made use of. Chatbots, as they are called, will soon provide users with news updates on the products that they are interested in, as well as personalized responses to their queries, slashing the costs customer service in the process.

Companies Will Deliver Their Own Breaking News

Top tech companies are already making a habit of live streaming their events. You can now watch the biggest product launches, right from the comfort of your own computer as they happen in real time. As we go into 2017, live streaming technology will continue to push boundaries. For example, Instagram has now integrated its live stream option into its new “Stores” feature, meaning companies are able to keep users apprised of the very latest developments at company HQ.

Without Influencers, Companies Will Be Nowhere

We’ve already discussed just how important it will be for companies to find bloggers and vloggers who can act as hosts for their native advertising efforts. Next year, they’ll have to reach out to these influencers more than they ever did in the past. The reason for this is that people tend to trust influencers a lot more than they do the company’s own, direct marketing. Smart companies realize that to be successful, they have to reach out to influencers to gain credibility and sell their product. They need people who are seen as leaders in their own particular social field to promote, review and use their products if they are to be successful.

So there you have it – the big marketing trends to look out for next year. We haven’t even talked about things like VR or interactive content here because they are enormous topics in their own right. Suffice to say that 2017 is going to be very different – again.

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Employee Training and Development Becomes One of the Most Disruptive Megatrends That Is Shaping the Future of Work

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Employee training

There is no question about the effectiveness of employee training and development. It’s incredibly important to help your staff advance their skills and knowledge to help grow a business, but the impact of employee learning has often been understated and even neglected. However, companies are now suggesting that employee training and development is one of the biggest megatrends that have completely transformed the future of work. It has overhauled how businesses should be developing and engaging with employees, and it’s leading to an incredibly diverse and talented workforce that is capable of wonderful new things.

Part of the problem of employee training and development is that it’s difficult to measure its impact on the workplace. Employee performance often isn’t a quantitative measurement that is easy to read and link to their output. This is one of the reasons why the effectiveness of employee training and development has been questioned by management experts.

Thankfully, new strategies have been developed to help measure workplace learning and its impact on companies. Below, we’ve included a helpful infographic that covers some of the most important measurements, such as return on investment and how it is calculated in the context of employee learning and development. It should put the effectiveness of employee training into perspective and will help you better understand when training is needed and how development actually improves your business and its productivity.


Infographic by: Ezra Coaching
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Top 10 Simple Health Changes To Boost Your Well-Being

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It does not matter how old you are, where you live, or what your occupation is, your health should always be a top priority. However, most of us are a little bit guilty of letting our well-being slide from time to time. With that being said, read on to discover some of the simple ways you can give your health a boost today.

  1. Get rid of at least one item in your life that contains toxic chemicals – You may be shocked by just how many items in your life contain toxic chemicals. This includes everything from air fresheners to bed sheets. Get rid of one of these items and replace it with something natural instead. This is something you should make a habit to do every few months or so. You will be surprised by just how much of a difference this can make. 
  2. Deep breathe for at least five minutes – Throughout the day, you should make sure you take the opportunity to deep breathe for at least five minutes. Why? Well, there have been numerous studies that have shown that deep breathing can help to lower stress hormone levels. This means that you will feel better, get an improved night’s sleep, and you will have less anxiety too.
  3. Drink more water – You probably expected this to be on the list, but the importance of drinking more water should never be ignored. Your body needs water for almost every function. If you are dehydrated, this could be the cause of headaches, pains, aches, and a number of other symptoms.
  4. Have one veggie night per week – A lot of people eat far too much meat, red meat especially. So, why not have a veggie night once a week? Not only is this good for your health, but it will be good for your bank balance too. There are so many great recipes online that can give you ideas regarding tasty and creative dishes that do not incorporate any sort of meat or fish. Once you start off with one night per week, you may then decide that you want to up it to two nights, and so on. However, it always helps to start off small so that it is easier and more manageable, and you can then get used to it.
  5. Sign up for an online pharmacy – Nowadays, you can easily order your prescriptions and medications over the Internet via an online pharmacy. This can help you to boost your health because it ensures you never experience delays with your medication. If you are someone who often doesn’t take their recommended course of tablets because you cannot get to the doctors in time for a repeat prescription, then this is definitely a good suggestion for you. Your medication will be delivered to your door with a click of a button.
  6. Make a dedicated effort to lower your stress levels – There is no denying that we live in a very stress-filled world at the moment! The world we live in is one that has heaps of pressure, and it can be difficult to stay on top of everything and keep those stress levels low. However, it is vital that you find a way to do so. After all, if you don’t adrenal fatigue and health can start to take a tumble, which is the last thing you want. For those who are unaware, adrenal fatigue relates to a group of different symptoms that impact people who are under a lot of physical, emotional, or mental stress. From being a single parent to having a stressful job, there are a lot of different reasons why you may be struggling. Therefore, we recommend that you look for different ways to reduce those stress levels so that you can enjoy a more calming and peaceful life. Whether it is doing some breathing techniques or taking more regular breaks so you can have moments for yourself, there are a lot of different ways that you can make sure you are keeping your stress levels to a minimum. The importance of this should not be overlooked, as stress can impact our mental and physical health in so many different ways. 
  7. Do something nice for someone every day – You will be surprised by how good this makes you feel, and by how much this has a positive impact on your health. It’s all about mental well being. When you do something nice for another person, you are benefitting their health, as well as your own. First and foremost, there is no denying that it feels good to hear some nice words for someone or to get a helping hand when you need it. You feel recognised and appreciated, and this is something we all need. At the same time, doing something nice for someone else and seeing their reaction can make you feel amazing too. After all, doing something good for someone is a gift for yourself at the same time. You will find that the deed continues throughout the day, making you feel great and happy within yourself. 
  8. Incorporate some movement into your commute – If you do not have an active job, this is particularly important. Sitting at a computer all day can be bad for your health. One way to combat this is by incorporating some movement into your commute. If you can walk or bike to work, you should give this a go. If not, start parking your car further away from your place of work so that you have to walk there and back. You should also start using the stairs instead of the elevator whenever you can.
  9. Start meal planning – You will find it much easier to eat healthily if you plan your meals. At the start of every week, make a menu of what you are going to cook for dinner every evening, as well as what you are going to make for your lunches every day. Not only will this help you to eat better, but you will save money too. Make sure you incorporate some healthy snacks into your food prep for work. This will stop you from going to the vending machine whenever you are bored or your energy is zapped. The great thing about the times we live in at the moment is that you can easily get recipes and meal prep inspiration online. So, if you are struggling, simply do a little bit of digging online and we are sure that you will find a lot of different options when it comes to meal ideas and clever food prep suggestions for the week ahead. Not only is this going to help you to be more organized, but you will find that it actually saves you quite a bit of money in the process. After all, when we do not have a food plan for the week ahead, we tend to spend a lot of money on items we do not need. Food can end up going in the bin because we do not use it. This ends up in an awful lot of waste, and we should all be looking to reduce this, so meal prep is great in many ways.
  10. Keep a journal – Last but not least, keeping a journal is good for a person’s mental health. You should write down your thoughts. It doesn’t need to be a long entry; you can simply jot down a few bullet points every evening. This will help you to articulate your thoughts so that they do not wear you down. After all, it can be very difficult to sleep if you have lots on your mind. A lot of experts advise this approach for people who suffer from insomnia. One of the main reasons why a lot of people struggle to get the hours of sleep they need is because they cannot shut off when they go to sleep; their minds are still going at a million miles per hour. They are thinking about what they need to do the following day and any worries or concerns that they may have. Because of this, it very much makes sense to keep a journal so you can offload some of these thoughts and worries and you can have a much more restful night of sleep. Once you get into the habit of doing this, you will see that it actually does make a significant difference when it comes to drifting off and enjoying a good night of rest. 

So there you have it: some of the best ways to give your health a boost. The suggestions that have been provided are really simple and easy, so there is no excuse not to give yourself a bit of TLC. we are sure that you will start to notice a difference as time goes on. However, as is the case with anything, it requires patience and persistence. You cannot expect to turn your health around in one night.

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Why Buy A Business, Rather Than Start One

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There are good and bad sides to buying a business and starting your own business from scratch. For lots of people, the positives of buying an established business outweigh the positives of starting a business. Here are the reasons why buying an existing business could be the right choice.

Easier To Secure Finance

All businesses will need finance. Unless you can fund your business yourself, you’ll need to secure financing from investors. Most lenders will be more willing to lend money to an established business that they can already see is doing well, rather than risk an unknown factor. 

Income From Day One

One of the downsides of starting a business is that most start-ups will go through an early stage where they don’t make much, if any, money. For some entrepreneurs, this stage can last for several years. 

During this stage, you will need to pay out for things like your premises, as well as equipment, installation of equipment, stock, materials, fixtures and fittings, legal and professional fees, a license, uniforms, and more. 

If you don’t have finance in place or another form of income, this stage can be very tough for a new business owner. If you buy a business, you can start earning from day one, and avoid this tricky period where you might be out of pocket.  

Established Brand

When you buy a business that already exists, you are also buying into a brand that is already known, recognizable, and has a track record. You get the business complete with all the trademarks, copyrights, and websites associated with it, as well as the business locations

This means that your business will already have customers, lenders, suppliers, and other contacts that are confident in the business already. 

Instant Customer Access

An existing business also has customers already, which can help you succeed straight away. You can use a range of strategies and marketing to build on the existing customer base, but won’t have to struggle to build a customer base from scratch. 

Established Network Of Contacts

When you start a business from scratch, a lot of your time and energy has to be put into building up a network of contacts. 

All businesses need to have supplier and marketing contacts, so buying an existing business that already has those contacts in place allows you to hit the ground running.

Like money lenders, suppliers and marketing companies are more likely to offer you more favourable terms if your business has been around for a while and they know it.  

Focus On Growing The Business

When an entrepreneur starts a new business, they will have to put a lot of their energy into getting their business off the ground. This takes a lot of time and can be very tiring. 

On the other hand, when you take over a business that is already established, you’ll be freer to focus on the areas of the business that most need your attention, aiding the growth of the business as a whole. 

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