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Why marketing tribes are demographics you should be targeting
Lisa Mulcahy MarketingAs a marketer, you know the value of targeting the right segments and subtypes of your existing customer base and potential consumers — but did you know there's a highly effective way to take that strategy a step further? It's all about targeting marketing tribes. So, what's a tribe? It's a specific portion of your demographic who share the same specific mindset, regardless of age or geography. What key points do you need to keep in mind when it comes to effectively gaining the interest and trust of your targeted tribes? Pay attention to these important areas.
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Don’t get fooled by the manipulator
Anne Rose Business Management, Services & Risk ManagementAll manipulators are the same. Just the circumstances and the victims change. You hire an employee who seems to be an asset. She’s friendly and easy-going. Always has a smile. She frequently takes the initiative to create projects and implement them. Wow, what a go-getter, you think. But perhaps after a couple of months, it begins to dawn on you that while she’s great at thinking up fun little projects to keep herself busy, she’s doing everything and anything except the work you assign her to.
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What to know when the only constant in today’s world is change
Linda Popky Business Management, Services & Risk ManagementThere’s an old Chinese curse: May you live in interesting times. We are certainly in the midst of interesting times right now. On a global perspective, we have the coronavirus pandemic that started in China but has spread around the world. There’s Brexit, which will cause considerable disruption in the European Union. Then there's the lengthy presidential election process in the U.S. and ongoing political turmoil in other countries. Here are a few things to consider as you navigate the new normal.
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Is long-form content dead?
MultiView MarketingThe digital revolution that has overtaken our society in recent years has completely changed the way we interact with content, whether that’s in the B2C or B2B world. In our day-to-day lives, we’re constantly bombarded, whether it’s through our phones, our computers, our televisions or even through print. Stop for a moment and think about your own life. How has your relationship with content evolved?
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Opportunity zone developments spread despite being under investigation
Michelle R. Matisons Construction & Building MaterialsOpportunity zones provide tax breaks for real estate developers who invest in low-income communities. Yet, numerous examples of opportunity zone (OZ) investments ignore the supposed original spirit supporting low-income, affordable housing. Democrats and Republicans in both the House and Senate criticize existing code, but disagree whether or not this is another ruling class machination to increase wealth. Some kind of opportunity zone reform seems inevitable in coming months as the Treasury Department’s inspector general investigates the program.
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What makes a car popular?
David Newton Transportation Technology & AutomotiveLike many of you, I prefer to own and drive cars that others will notice for the right reason — but since popularity tends to be subjective, I have to wonder if they would agree with my eclectic automotive preferences. So, I decided to do my own research with the first step of defining the word popularity. If you Google the most popular cars, you’ll get a variety of results depending on the search phrases you use, along with a very loose description of the word popular. I used several search strings and received as many categorizations, ranging from purely the most sold to the "most loved or treasured."
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A look at some of the most important content marketing trends for small…
Eliza Medley MarketingMarketing is not just a component of your business, it is often the key to a steady flow of customers and sales. Every business that plans to grow is obliged to have marketing in one way or another. Otherwise, a more prudent competitor will prosper. Often, small- and medium-sized business owners ignore marketing, considering it to be an unnecessary additional cost. Henry Ford once said, "Stopping advertising to save money is like stopping your watch to save time."
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The power of the career development discussion
Hank Boyer Business Management, Services & Risk ManagementWith overall employee disengagement levels over 60% and many millennial employees already looking for their next employer, career development discussions have become a critical tool in attracting, developing, focusing, and retaining talented people. Career development discussions are not new, though they have recently become a rising star among best practices across all employment sectors for retaining talented people. The biggest challenge is that most managers do not know where to start in having an effective career development discussion.
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How your digital marketing team can beat the ‘zero click’ trend
Lisa Mulcahy MarketingAs a marketer, you want your website to be reached as easily and frequently as possible, but that can be quite the challenge these days. One culprit could be the emerging "zero click" trend. What is zero click? It happens when someone types a question or phrase into Google but finds the answer through search results alone, meaning there's no need to continue to click onto an actual website. Use the following smart strategies to optimize your website’s visibility and content. Then, you can powerfully counteract the impact of zero clicks on your profit margin.
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How the coronavirus revealed China’s importance to global travel
Bambi Majumdar Travel, Hospitality & Event ManagementChina is essential to the global economy, and with the coronavirus bringing the country to a grinding halt, the travel industry is feeling the repercussions. The SARS epidemic in 2002-03 and the swine flu crisis in 2009 made some impacts on global tourism, but nothing like the coronavirus. Since those years, the Chinese economy has grown and established more global connections. The International Monetary Fund estimated in 2019 that China alone accounted for 39% of global economic expansion.
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