Social media platforms have become an integral part of our daily lives. From connecting with friends and family to building businesses, social media has revolutionized the way we interact with the world. But with the rise of fake news and online scams, it’s more important than ever to ensure that social media accounts are authentic.

Social media verification was introduced to tackle this problem. Verified accounts have a blue checkmark next to their name, indicating that the account has been verified by the platform as authentic. However, social media verification used to be a free service offered by platforms to high-profile accounts only. But now, social media platforms are introducing paid verification services, which are available to anyone who is willing to pay.

Meta Verified* and Twitter Blue are two of the most popular paid social media verification services. Meta Verified was launched in 2021, and Twitter Blue followed suit in 2022. The services are designed to provide users with a quick and easy way to verify their accounts, without having to go through the lengthy verification process.

The Pros of Paid Social Media Verification

Paid social media verification has several benefits. Firstly, it provides users with a quick and easy way to verify their accounts. Instead of going through a lengthy verification process, users can simply pay a fee and have their accounts verified within a few days.

Secondly, it helps to reduce the number of fake accounts on social media platforms. With paid verification, users are more likely to verify their accounts, which in turn helps to reduce the number of fake accounts.

Thirdly, paid social media verification can help to build credibility and trust. Verified accounts are seen as legitimate and trustworthy, which can help to build a user’s credibility on social media. This is particularly important for businesses and public figures, who rely on social media to build their brand and reputation.

The Cons of Paid Social Media Verification

However, paid social media verification also has its downsides. Firstly, it can be expensive. The price of verification varies depending on the platform, but it can range from a few hundred to a few thousand dollars. This can be a barrier for smaller businesses and individuals who may not have the budget for paid verification.

Secondly, it can create a divide between verified and unverified users. Verified users may be seen as more credible and trustworthy, which could lead to a divide between verified and unverified users. This could create a situation where unverified users are seen as less credible, which could be detrimental to their online presence.

Thirdly, paid social media verification can be seen as unfair. Some users may feel that paid verification gives an unfair advantage to those who can afford it, while others who cannot afford it are left behind. This could lead to a situation where social media becomes a platform for the wealthy, rather than a platform for everyone.

The Future of Social Media Verification

Paid social media verification is a relatively new concept, and it remains to be seen how it will develop in the future. Some experts believe that paid verification will become the norm, with most social media platforms introducing paid verification services. Others believe that social media platforms will continue to offer free verification to high-profile accounts, while offering paid verification to smaller (individual and small businesses) accounts.

It’s important to note that paid social media verification is not a guarantee of authenticity. While verified accounts are more likely to be authentic, there is still a risk of fake accounts. Users should always be cautious when interacting with accounts on social media, and should report any suspicious activity to the platform.

Badge of Honor

Paid verification is an interesting topic because it can trigger different emotions in different people. Some may see it as a way to gain credibility and trust on social media, while others may see it as an unnecessary expense.

For example, if you’re not a high-profile user and you mostly interact with your friends, you may see it as a badge of honor that will help you stand out from the crowd and gain more followers. However, a regular individual may not see the need to pay for verification. But if you’re a small business owner or an influencer who relies on social media to reach a wider audience, paid verification could be a worthwhile investment.

Overall, whether or not to pay for verification is a personal decision that depends on your goals and priorities on social media. While paid verification has its benefits, it’s important to weigh the costs and consider whether it’s worth it for your specific situation.

* Meta Verified subscription costs $14.99 USD/month for iOS/Android or $11.99 USD/month on the web (Facebook only). It is currently available in the United States, Australia and New Zealand for people 18 years or older and is not yet available in all places or for businesses.

The post Welcome to a New Era of Paid Social Media Verification appeared first on AJ San Pedro.

1. State-of-the-art Technology

ChatGPT is built on top of the GPT-3.5 architecture, which is one of the most advanced AI technologies available today. This architecture allows ChatGPT to understand natural language and generate responses that are similar to those of a human through Advanced Natural Language Processing (NLP). With this technology, ChatGPT can engage in conversations with users in a way that is more natural and intuitive than ever before.

2. High Accuracy

One of the key benefits of ChatGPT is its high level of accuracy. ChatGPT can understand the nuances of language and generate responses that are contextually appropriate. This level of accuracy is critical in applications such as customer service, where customers expect quick and accurate responses to their inquiries.

3. Scalability

Scalable AI models can be adapted for large-scale applications, making them valuable for enterprises and organizations with big data needs. ChatGPT is highly scalable, which means that it can handle large volumes of users and conversations without sacrificing performance. This scalability is of high value in business applications, where companies need to be able to handle large numbers of customers or clients.

4. Customization

Generative AI models can generate new content, such as text, images, or music, making them valuable for applications in areas like creative writing, content creation, and more. ChatGPT can be customized to meet the specific needs of a business. This customization allows businesses to create a chatbot that is tailored to their brand and their customers. This level of customization is critical in building a strong brand identity and engaging customers.

5. Time-Saving

Pre-trained AI models can be fine-tuned for specific use cases, allowing for a more effective model that has specific knowledge in a particular field. ChatGPT can save businesses time by automating repetitive tasks such as customer service inquiries or scheduling appointments. This automation can free up employees to focus on more important tasks, such as building relationships with customers or developing new products.

6. Cost-Effective

Training AI models on large amounts of data has allowed for deeper understanding of language and its usage in different contexts. This has resulted in more accurate and effective AI models. ChatGPT is a cost-effective solution for businesses that need to engage with customers on a large scale. By automating tasks such as customer service, businesses can reduce the need for human resources, which can result in significant cost savings.

7. User-Friendly

AI models are being designed to be more user-friendly, making it easier for developers, even those with limited experience, to build AI applications quickly and efficiently to help build a strong brand identity by creating a positive customer experience. ChatGPT is designed to be user-friendly, which means that it is easy for customers to use and engage with.

8. Data-Driven

ChatGPT is a data-driven solution, which means that it can learn from user interactions and improve over time. This data-driven approach allows businesses to continuously improve their chatbot and create a more engaging experience for their customers.

9. Integrations

The way AI models process and respond to a variety of input types, including text, images, and voice make them more versatile and valuable for a wider range of applications. ChatGPT can be integrated with a wide range of business applications, such as customer relationship management (CRM) systems or marketing automation platforms. This integration allows businesses to streamline their operations and improve their overall efficiency.

10. Future-Proof

ChatGPT is built on a cutting-edge AI architecture that is constantly evolving. This means that ChatGPT is future-proof, and businesses can be confident that they are investing in a solution that will continue to improve and evolve over time. It is Open Source. Open-source AI models give developers the flexibility to access the source code and build their own custom applications without being tied to proprietary technology. Its AI development community is also constantly growing and advancing, providing AI developers with a wealth of knowledge, resources, and support as they build and improve their AI applications. By leveraging the power of AI, businesses can create more personalized experiences for their customers, streamline their operations, and drive growth and profitability.

Potential Usages

As AI continues to transform the world, companies that invest in solutions like ChatGPT will be well-positioned to succeed in the future. One area where ChatGPT has the potential to make a significant impact is in the field of customer service. With its high level of accuracy and ability to handle large volumes of users, ChatGPT can provide customers with quick and accurate responses to their inquiries, 24/7. This can lead to higher customer satisfaction and loyalty, as well as cost savings for businesses.

Another area where ChatGPT can be useful is in marketing and sales. By integrating with marketing automation platforms and CRM systems, ChatGPT can help businesses create more personalized experiences for their customers and drive conversions. For example, ChatGPT can be used to recommend products based on a customer’s purchase history or browsing behavior, or to provide personalized product recommendations based on their preferences.

ChatGPT can also be used to improve internal business operations. For example, it can be used to automate repetitive tasks such as scheduling appointments or processing invoices, freeing up employees to focus on more important tasks. ChatGPT can also be used to analyze data and provide insights that can help businesses make better decisions.

Ethics and Privacy

One potential challenge for ChatGPT and other AI solutions is the issue of ethics and privacy. As AI becomes more ubiquitous, there is a risk that it could be used in ways that are harmful to society or individuals. For example, there is a risk that AI could be used to manipulate people’s behavior or perpetuate biases. To address these concerns, it is important for businesses to develop and adhere to ethical guidelines and to prioritize privacy and data security.

In conclusion, ChatGPT is well-positioned to be the driving force in AI development from a marketing and business perspective. With its advanced technology, scalability, customization, time-saving features, cost-effectiveness, user-friendliness, data-driven approach, integrations, and future-proof architecture, ChatGPT has the potential to transform the way businesses operate and engage with their customers. However, it is important for businesses to consider the ethical and privacy implications of AI and to prioritize these concerns as they implement AI solutions. By doing so, businesses can reap the benefits of AI while also ensuring that they are acting in the best interests of their customers and society as a whole.

The post The Future of AI: 10 Reasons Driving ChatGPT as the Force in AI Development appeared first on AJ San Pedro.

Netflix’s new account sharing policy is likely to have significant implications for the streaming industry. While some users may be unhappy with the new restrictions, the policy is expected to boost revenue for Netflix and could lead to changes in the way that other streaming companies operate. It remains to be seen how these changes will play out, but one thing is certain: the streaming industry is evolving rapidly, and companies like Netflix will need to adapt if they want to remain competitive in the years to come.

Related Article: The Impact of Netflix’s New Account Sharing Policy on Their Subscriber Base

In November 2021, Netflix announced a new account sharing policy that has raised eyebrows and sparked conversations across the streaming industry. The new policy restricts account sharing by limiting the number of simultaneous streams allowed on each account. While this policy has generated some backlash from Netflix users, it is also expected to boost revenue for the streaming giant and change the way the streaming industry operates.

Before we dive into the implications of the new policy, it’s worth taking a moment to understand the rationale behind it. Netflix has long been aware of the fact that account sharing is a common practice among its users. In fact, a survey conducted by Magid found that 35% of Netflix users share their account with others. While this has helped Netflix to grow its user base, it has also created a problem for the company: lost revenue.

By allowing multiple users to access the same account simultaneously, Netflix is essentially giving away its service for free. While some users may eventually decide to sign up for their own account, others may continue to share the account indefinitely, depriving Netflix of the revenue it needs to continue producing high-quality content.

The new account sharing policy is designed to address this problem by limiting the number of simultaneous streams allowed on each account. Under the new policy, users who share their account will be limited to one or two simultaneous streams, depending on their subscription plan. While this may seem like a minor change, it could have significant implications for the streaming industry.

First and foremost, the new policy is likely to boost revenue for Netflix. By limiting the number of simultaneous streams allowed on each account, the company is effectively forcing users to sign up for their own account if they want to share their subscription with others. This means that Netflix will be able to collect more subscription fees, which will in turn allow the company to continue producing high-quality content.

Secondly, the new policy is likely to change the way the streaming industry operates. While Netflix has been the most popular streaming service for years, it is not the only player in the market. Other companies, such as Amazon Prime Video and Disney+, have been gaining ground in recent years, and they have been competing with Netflix by offering similar services at lower prices.

One of the advantages that Netflix has had over its competitors is its lax account sharing policy. By allowing multiple users to access the same account simultaneously, Netflix has made its service more appealing to cost-conscious consumers who are looking for ways to save money. However, with the new policy in place, Netflix may no longer be able to rely on this advantage.

This could lead to a shift in the streaming industry, with other companies following Netflix’s lead by implementing similar account sharing policies. If this happens, it could mean that consumers will have to pay more to access their favorite streaming services. While this may be frustrating for some users, it could also lead to an overall improvement in the quality of content that is available on these services.

The post How Netflix’s New Account Sharing Policy is Changing the Streaming Industry and Boosting Revenue appeared first on AJ San Pedro.

Decreased Word-of-Mouth Referrals: One of the key factors that could be affected by the new account sharing policy is word-of-mouth referrals. By limiting the number of simultaneous streams allowed on a single account, this may discourage users from sharing their accounts with friends and family. This could lead to a decrease in personal referrals and a drop in new subscribers, as users may be less likely to recommend the platform to others. I know they’ve also recently launched “Basic with Ads” account, but how it’s able to profit or how it benefit sales/awareness from brands still remain unclear. After all, users can stream somewhere without the ads.

Customer Churn and Negative Brand Perception: Inability to share your account whenever possible could also lead to frustration and dissatisfaction among current subscribers. If users feel that the new account sharing policy is too restrictive, they may cancel their subscriptions and opt for alternative streaming services. This could lead to negative brand perception, as users may view Netflix as a less attractive option compared to its competitors. For most of their subscribers, downloading or streaming shows from other “sites” is an option, but would rather subscribe and pay for convenience. If this will be taken away, then a reconsideration of their subscription might happen. I think we can also all agree that it’s not just Netflix where they’re keeping a subscription.

Decreased Demand for the Service: Limiting the number of simultaneous streams on a single account, Netflix is hoping to encourage more users to subscribe to their own accounts. However, this in turn could have the opposite effect, as users may opt for cheaper alternatives that offer more value for their money. As users may be more likely to cancel their subscriptions if they feel that the service is not worth the price, this can lead to a decreased user engagement if there are limitations imposed on their account (Increased price elasticity). Netflix may have to reconsider its pricing strategy to maintain its subscriber base.

Potential for Decreased Revenue: Ultimately, the new account sharing policy has the potential to decrease Netflix’s revenue, as it may result in a decrease in subscribers and a decrease in demand for the service. The company may have to weigh the potential benefits of the policy against the potential drawbacks in order to determine its overall impact on the business.

Netflix’s new move to control account sharing has the potential to impact the company’s subscriber base in both positive and negative ways. While this aims to increase revenue and profitability, it may also discourage users from sharing their accounts and lead to customer churn and negative brand perception. In my next post, I will be sharing why this new policy can potentially improve Netflix’s business model and revenue. But for now, it will be interesting to see how this policy plays out in the long-term and what kind of impact it will have on Netflix’s subscriber base.

The post The Impact of Netflix’s New Account Sharing Policy on Their Subscriber Base appeared first on AJ San Pedro.

As a marketing professional, I am constantly keeping an eye on the latest trends and innovations in the industry. In this blog post, I will be sharing my insights on the top 10 trends that are shaping the future of marketing. From artificial intelligence to customer-centricity, these trends are changing the way businesses reach and engage with their customers.

Artificial Intelligence (AI) in Marketing

Artificial intelligence is becoming increasingly prevalent in the marketing industry. AI can assist with tasks such as personalization, customer segmentation, and content creation. This technology can analyze customer data to create personalized email campaigns or even generate product recommendations. By using AI, businesses can create more targeted and effective marketing campaigns that reach the right audience at the right time. As developments continue to progress rapidly, I highly recommend implementing AI in your marketing strategies to stay ahead of the competition.

Virtual and Augmented Reality (VR/AR) in Marketing

Virtual reality and augmented reality technology is becoming more accessible, and businesses are beginning to use it in their marketing efforts. VR and AR can create immersive experiences for customers, such as virtual tours of a hotel or virtual try-on of makeup products. This technology can also be used to create interactive advertising campaigns that engage customers in new and exciting ways. A lot of big brands have already started using VR and AR to improve brand and in-store experience. You, too, can start exploring the use of VR and AR in your marketing campaigns to create a more engaging and memorable experience for your customers.

Social Media Marketing

Social media platforms are constantly evolving, and businesses need to stay on top of new ways to reach and engage with customers on these platforms. The use of live streaming and interactive features such as polls and quizzes are becoming increasingly popular on social media. As social media continues to evolve, businesses will need to adapt and find new ways to reach their target audience on these platforms. In 2020, the number of social media users worldwide was 4.96 billion, and it is expected to reach around 5.49 billion by 2023, according to Statista. As a brand, what do you need to do? Simple. Stay up-to-date with the latest social media trends and explore new ways to reach your target audience on these platforms.

Influencer Marketing

Influencer marketing is becoming an increasingly important part of the marketing mix. This method involves working with individuals who have a large following on social media to promote products or services. This can be an effective way to reach new audiences and increase brand awareness. As influencer marketing becomes more popular, businesses will need to find ways to work with influencers in a strategic and authentic way. And what does it mean for you? Find authentic and relevant influencers to work with and create a strategic plan for your influencer marketing efforts.

Personalization

Personalization is a key trend in the future of marketing. With the rise of big data and advanced technologies, businesses can now use data-driven insights to create personalized marketing campaigns. Personalization can be applied in different areas, such as email campaigns, website content, and product recommendations. By personalizing their marketing efforts, businesses can create a more meaningful and relevant experience for their customers. According to a study by Epsilon, personalized emails have an open rate 29% higher than non-personalized emails. What can you do to improve your brand and your relation with your customers? Invest in personalization technologies and use data-driven insights to create personalized campaigns that speak directly to your target audience.

Interactive and Engaging Content

Audiences are craving for engaging and interactive content, and the future of marketing is expected to focus more on creating interactive and engaging content, such as interactive videos, polls, and quizzes. By creating interactive and engaging content, businesses can increase customer engagement and create a more memorable brand experience. According to a study by Hubspot, interactive content generates 2x more conversions than static content. How can you engage with your customers further? Explore different types of interactive and engaging content and start experimenting with different formats to see which resonates best with your target audience.

Video Marketing

As video becomes increasingly popular, video marketing will continue to be a key trend in the future of marketing. Video marketing can be used to promote products, services, and even entire brands. Video marketing can be used on a variety of platforms, such as social media, YouTube, and even television. By using video in their marketing efforts, businesses can create a more emotional connection with their customers and increase brand awareness. According to a study by Cisco, online video will account for 82% of all consumer internet traffic by 2022, and this has proven to be true. The rise of TikTok, Stories, and the dominance of Youtube and of course, video as a new content of choice by creators to further monetize their content, there’s no stopping any brand to get ahead of the competition and reach more users through video content.

Mobile Marketing

With the increasing use of mobile devices, mobile marketing will continue to be a key trend in the future of marketing. Mobile marketing can include online messaging platforms (WhatsApp, Viber, Messenger), mobile apps, and even location-based marketing. By optimizing their marketing efforts for mobile devices, businesses can reach customers where they are spending the majority of their time. How can you continue winning your customers? It is important to develop a mobile-first approach to your marketing campaigns and ensure that your website and campaigns are optimized for mobile devices.

Customer-centricity

The future of marketing is customer-centric, with the focus on providing value to the customer. Businesses will need to understand their target audience and tailor their marketing efforts to meet the specific needs and preferences of their customers. By putting the customer at the center of their marketing efforts, businesses can create a more meaningful and relevant experience for their customers. How do you know if you’re doing it right? Conduct research to understand your target audience and create customer-centric campaigns that provide value and solve problems for your customers.

Measuring and Analyzing

The future of marketing will also focus on measuring and analyzing the effectiveness of marketing campaigns. Businesses will use data and analytics to understand customer behavior and optimize their marketing efforts accordingly. By measuring and analyzing their marketing efforts, businesses can make data-driven decisions and improve the ROI of their marketing campaigns. According to a study by Ascend2, marketing data analysis is the most important factor for successful marketing campaigns.

The future of marketing is being shaped by technology and the need for personalization and engagement. Businesses that embrace AI, VR/AR, social media, influencer marketing, personalization, interactive and engaging content, video marketing, mobile marketing, customer-centricity, and measurement and analysis will be able to create effective and impactful marketing campaigns that will help them stand out in an increasingly crowded marketplace. It’s also very important to say the least, to stay updated with these trends and find ways to incorporate them into your marketing strategies.

The post The Future of Marketing: How is Technology Shaping the Industry this 2023? appeared first on AJ San Pedro.

1. Relevance.

Platform is one thing, sustaining it with the right content is another. This is where a high percentage of the investments go and it doesn’t stop after one beautiful or successful content. It goes on and on and on. If budget is not an issue, good for you. Unfortunately, this is not true for many brands, including big ones. And even if you do, will you spend it for something that will not strengthen nor have a direct impact for your business? The first you want to happen is be remembered. The last thing? Associate your marketing effort with another brand.

Consider timings, trends, production, the right influencer, channel, and how long can you sustain it, among many others. You will continue to invest on this as long as your brand exists.

The times are also changing. The type of content people consume these days are highly varied based on the platform, but most platforms are now highly focused on videos, polls, facts, and a lot of visuals. You need to have a good storytelling strategy in place to keep customers wanting for more. User-generated content can also be an option but it’s just one part of the countless types of content you can to make. Also the next time you’d consider using a stock image, you might want to veer away from using the most famous stock image girl (see image below). Unless you are prepared to be mocked. Publicity? Yes. Brand truthfulness? Definitely a no.

This is the time and the part where you have to be extra critical. If you are going to spend and you’re always presented with options, then, make it worth your brand. 

3. Influence.

The goal of any marketing effort would be to tie it back to the brand and create a positive brand experience. Reputation is not a result of an overnight hard work nor an effort done by brand alone. There’s no magic pill for this. It’s the people. It’s the customers who took chance on your product/brand that drive your business. Were you there at the beginning of the brand journey? Did you stay with them even after a successful conversion/sale? Or everything just happened by accident? At the very least, you might want to know why.

Let’s face it. Brand and Consumer Influence has something to do with your overall commitment and consistency, not just of your business, but down to the product and your after sales service. This is instrumental in building your social proof, customer’s liking of your brand and products, and your authority in the line of business that you represent. When you successfully achieve this, you will see customers reciprocating the value of your brand. You’ll also see growth of micro-influencers who’ll protect you using their personal brand and product experiences through reviews and word-of-mouth marketing. The best thing? It’s free.

What is your brand promise? Are you true to it? Always make sure it’s on point and sustainable.

4. Precision.

Talking and being out there to represent your brand/business is useless without having any understanding of who you’re talking to. That’s ignorance and can seriously harm your brand. You need to know your audience (existing, prospect, and those not part of the pie) and how they they behave 100%. When you use custom platforms (websites, apps), you need to have the right data-driven tools to be able to define, measure, analyse, improve, and control strategies, performance, design, and results. Without this, how can you even measure the success of your efforts? Yes, you may generate sales, but you definitely want to know how it translated into an actual sale, where the lead originated, how optimal are each effort, and how much potential does your business have if you can improve that one thing that disconnects a customer from completing the customer journey funnel. You may also get likes, shares, comments and observe a higher reach, but are those the only measurements of success for your brand? Think about it.

In my experience, this is where a lot of brands, agencies, and those who pretend they know their thing really struggle. A lot may be using the tools available out there, but how many times have you actually and really checked it? Did you even pay attention to measure and analyse the data? Was it just for formality just to say you have one? Or are you the type that’s already contented looking at the overall traffic (number, sources, demographic)? If you’re stuck with that measure of success, together with likes and number of shares and comments, it will be hard to sustain the business. It will be hard to make the next effective move. These measures are superficial. Also look at the quality.

Of course, there are many other strategies out there. What works for one may not work for the other. But knowing your stand and being able to plan ahead will be helpful to move forward and be successful.

###

Got something to add? Let me know what you think. Send me a message at consult@ajsanpedro.com.

Need help with your brand? Let’s talk.

I’ve helped brands with their digital marketing, data and analytics, content and design, socials, apps, products, trainings, and other business requirements. I can help.

Platform is one thing, sustaining it with the right content is another. This is where a high percentage of the investments go and it doesn’t stop after one beautiful or successful content. It goes on and on and on. If budget is not an issue, good for you. Unfortunately, this is not true for many brands, including big ones. And even if you do, will you spend it for something that will not strengthen nor have a direct impact for your business? The first you want to happen is be remembered. The last thing? Associate your marketing effort with another brand.

Consider timings, trends, production, the right influencer, channel, and how long can you sustain it, among many others. You will continue to invest on this as long as your brand exists.

The times are also changing. The type of content people consume these days are highly varied based on the platform, but most platforms are now highly focused on videos, polls, facts, and a lot of visuals. You need to have a good storytelling strategy in place to keep customers wanting for more. User-generated content can also be an option but it’s just one part of the countless types of content you can to make. Also the next time you’d consider using a stock image, you might want to veer away from using the most famous stock image girl (see image below). Unless you are prepared to be mocked. Publicity? Yes. Brand truthfulness? Definitely a no.

This is the time and the part where you have to be extra critical. If you are going to spend and you’re always presented with options, then, make it worth your brand. 

3. Influence.

The goal of any marketing effort would be to tie it back to the brand and create a positive brand experience. Reputation is not a result of an overnight hard work nor an effort done by brand alone. There’s no magic pill for this. It’s the people. It’s the customers who took chance on your product/brand that drive your business. Were you there at the beginning of the brand journey? Did you stay with them even after a successful conversion/sale? Or everything just happened by accident? At the very least, you might want to know why.

Let’s face it. Brand and Consumer Influence has something to do with your overall commitment and consistency, not just of your business, but down to the product and your after sales service. This is instrumental in building your social proof, customer’s liking of your brand and products, and your authority in the line of business that you represent. When you successfully achieve this, you will see customers reciprocating the value of your brand. You’ll also see growth of micro-influencers who’ll protect you using their personal brand and product experiences through reviews and word-of-mouth marketing. The best thing? It’s free.

What is your brand promise? Are you true to it? Always make sure it’s on point and sustainable.

4. Precision.

Talking and being out there to represent your brand/business is useless without having any understanding of who you’re talking to. That’s ignorance and can seriously harm your brand. You need to know your audience (existing, prospect, and those not part of the pie) and how they they behave 100%. When you use custom platforms (websites, apps), you need to have the right data-driven tools to be able to define, measure, analyse, improve, and control strategies, performance, design, and results. Without this, how can you even measure the success of your efforts? Yes, you may generate sales, but you definitely want to know how it translated into an actual sale, where the lead originated, how optimal are each effort, and how much potential does your business have if you can improve that one thing that disconnects a customer from completing the customer journey funnel. You may also get likes, shares, comments and observe a higher reach, but are those the only measurements of success for your brand? Think about it.

In my experience, this is where a lot of brands, agencies, and those who pretend they know their thing really struggle. A lot may be using the tools available out there, but how many times have you actually and really checked it? Did you even pay attention to measure and analyse the data? Was it just for formality just to say you have one? Or are you the type that’s already contented looking at the overall traffic (number, sources, demographic)? If you’re stuck with that measure of success, together with likes and number of shares and comments, it will be hard to sustain the business. It will be hard to make the next effective move. These measures are superficial. Also look at the quality.

Of course, there are many other strategies out there. What works for one may not work for the other. But knowing your stand and being able to plan ahead will be helpful to move forward and be successful.

###

Got something to add? Let me know what you think. Send me a message at consult@ajsanpedro.com.

Need help with your brand? Let’s talk.

I’ve helped brands with their digital marketing, data and analytics, content and design, socials, apps, products, trainings, and other business requirements. I can help.

I need a website. I want an app. I want to be on Facebook because almost everyone has it and it’s free. I have beautiful products and I think they’ll fit really well on Instagram. By the way, can we also have TikTok? How about Twitter? Is it still good? Can we also do newsletters? You see, these questions and justifications are very superficial, can kill your brand, and disappoint you later on. The real question you should be asking is yourself is the overall intent. Why do you want to be there? What are your reasons and expectations? Do you want to generate leads and convert them to sales? Do you want to establish awareness and make people know that a business like yours exist? Do you want to be a top of mind player? A thought leader perhaps? Or could it be just to stay relevant?

When you know why you’re there, you’d know what to expect. It will allow you to strategise and achieve your business objectives because you’re more focused. And this leads me to the second point.

2. Content.

Platform is one thing, sustaining it with the right content is another. This is where a high percentage of the investments go and it doesn’t stop after one beautiful or successful content. It goes on and on and on. If budget is not an issue, good for you. Unfortunately, this is not true for many brands, including big ones. And even if you do, will you spend it for something that will not strengthen nor have a direct impact for your business? The first you want to happen is be remembered. The last thing? Associate your marketing effort with another brand.

Consider timings, trends, production, the right influencer, channel, and how long can you sustain it, among many others. You will continue to invest on this as long as your brand exists.

The times are also changing. The type of content people consume these days are highly varied based on the platform, but most platforms are now highly focused on videos, polls, facts, and a lot of visuals. You need to have a good storytelling strategy in place to keep customers wanting for more. User-generated content can also be an option but it’s just one part of the countless types of content you can to make. Also the next time you’d consider using a stock image, you might want to veer away from using the most famous stock image girl (see image below). Unless you are prepared to be mocked. Publicity? Yes. Brand truthfulness? Definitely a no.

This is the time and the part where you have to be extra critical. If you are going to spend and you’re always presented with options, then, make it worth your brand. 

3. Influence.

The goal of any marketing effort would be to tie it back to the brand and create a positive brand experience. Reputation is not a result of an overnight hard work nor an effort done by brand alone. There’s no magic pill for this. It’s the people. It’s the customers who took chance on your product/brand that drive your business. Were you there at the beginning of the brand journey? Did you stay with them even after a successful conversion/sale? Or everything just happened by accident? At the very least, you might want to know why.

Let’s face it. Brand and Consumer Influence has something to do with your overall commitment and consistency, not just of your business, but down to the product and your after sales service. This is instrumental in building your social proof, customer’s liking of your brand and products, and your authority in the line of business that you represent. When you successfully achieve this, you will see customers reciprocating the value of your brand. You’ll also see growth of micro-influencers who’ll protect you using their personal brand and product experiences through reviews and word-of-mouth marketing. The best thing? It’s free.

What is your brand promise? Are you true to it? Always make sure it’s on point and sustainable.

4. Precision.

Talking and being out there to represent your brand/business is useless without having any understanding of who you’re talking to. That’s ignorance and can seriously harm your brand. You need to know your audience (existing, prospect, and those not part of the pie) and how they they behave 100%. When you use custom platforms (websites, apps), you need to have the right data-driven tools to be able to define, measure, analyse, improve, and control strategies, performance, design, and results. Without this, how can you even measure the success of your efforts? Yes, you may generate sales, but you definitely want to know how it translated into an actual sale, where the lead originated, how optimal are each effort, and how much potential does your business have if you can improve that one thing that disconnects a customer from completing the customer journey funnel. You may also get likes, shares, comments and observe a higher reach, but are those the only measurements of success for your brand? Think about it.

In my experience, this is where a lot of brands, agencies, and those who pretend they know their thing really struggle. A lot may be using the tools available out there, but how many times have you actually and really checked it? Did you even pay attention to measure and analyse the data? Was it just for formality just to say you have one? Or are you the type that’s already contented looking at the overall traffic (number, sources, demographic)? If you’re stuck with that measure of success, together with likes and number of shares and comments, it will be hard to sustain the business. It will be hard to make the next effective move. These measures are superficial. Also look at the quality.

Of course, there are many other strategies out there. What works for one may not work for the other. But knowing your stand and being able to plan ahead will be helpful to move forward and be successful.

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Got something to add? Let me know what you think. Send me a message at consult@ajsanpedro.com.

Need help with your brand? Let’s talk.

I’ve helped brands with their digital marketing, data and analytics, content and design, socials, apps, products, trainings, and other business requirements. I can help.

The post What makes a successful digital marketing strategy? appeared first on AJ San Pedro.

Coronavirus pandemic is an unprecedented crisis for the tourism economy.

In a report published by the Organisation for Economic Co-operation and Development (OECD), it touched some key points I’d like to highlight here.

The coronavirus (COVID-19) pandemic has triggered an unprecedented crisis in the tourism economy, given the immediate and immense shock to the sector. Revised OECD estimates on the COVID-19 impact point to 60% decline in international tourism in 2020. This could rise to 80% if recovery is delayed until December. International tourism within specific geographic-regions (e.g. in the European Union) is expected to rebound first.

Domestic tourism, which accounts for around 75% of the tourism economy in OECD countries, is expected to recover more quickly. It offers the main chance for driving recovery, particularly in countries, regions and cities where the sector supports many jobs and businesses.

A separate report published by Statista, here is an overview of employment loss (in millions) in the travel and tourism industry due to the coronavirus pandemic worldwide in 2020, by region.

Looking at the data for job losses alone is already too stressful to begin with. How fast can we recover from this so as not to further aggravate the effects of the coronavirus pandemic? From news where strategies presented by countries (e.g. Germany, New Zealand, South Korea) doing well in fighting this pandemic and further loss of jobs, they are already looking extra 3-4 years for the tourism industry to start going back to normal. And the hard truth we must all think about now is that the effects of this global pandemic will not end once a vaccine has been developed. Just imagine the rest of the world wanting to receive the vaccine. Money and how powerful a country is will play a big part in how soon they can start living back to the way they are at least used to. Are you stretching your plans out this far?

I know what you’re thinking. You’re probably blaming the slow efforts made to contain the virus from its origin or how you feel others to be too privileged to not have the social responsibility to follow health protocols. Had there been early and responsible efforts, then we wouldn’t be in this devastating situation. Well, guess what? We often just see the gravity of the situation and our actions when it’s already too late and we can no longer reverse it.

What does it mean for tourism and those businesses dependent here? Does that mean pausing our lives until things are back to normal? That cannot and should not be the case. Never. 

To give you a better understanding on how we can approach and win this together, I’d like to share additional data on why we need to act quickly on this. 

Figure 2. Direct contribution of tourism in OECD economies

Note: GDP refers to GVA for Canada, Chile, Colombia, Denmark, Finland, Germany, Greece, Hungary, Israel, Italy, Latvia, Lithuania, Mexico, the Netherlands, New Zealand, Portugal, Sweden, Switzerland, United Kingdom and the United States.

GDP data for France refer to internal tourism consumption.

GDP data for Korea and Spain includes indirect effects.

Source: OECD Tourism Statistics (Database).

Figure 3. Contribution of tourism to service exports

Source: OECD Tourism Statistics (Database).

The reality is that global tourism will be hard hit throughout 2020 and beyond

This will be the case for many countries even if the spread of the virus is brought under control. An average traveler these days will have to prepare at least USD 500 (PHP 25,000) for testing and quarantine before their departure and when they arrive their home country. Would you spend this much for a few days of gratification? While it is not yet clear when a more widespread re-opening of borders will occur, and under what conditions, it does not mean that the industry has to stop.

The tourism industry is a labor-intensive sector directly affected by the current crisis that calls for immediate and long-term responses. In normal circumstances, the sector can help provide diverse employment opportunities for migrants, women, students and older workers, not only in major cities but also in remote, rural and coastal areas, as well as other often economically fragile locations where alternative opportunities may be limited.

Advocating sustainable tourism.

Having worked with the Department of Tourism in the Philippines as an external consultant and with the different Local Government Units (LGUs), I have always been an advocate sustainable tourism. Not that I knew a crisis this hard would happen, but I feel that, as a marketer, I also carry a responsibility of affecting lives positively, such as becoming a bridge for the creation of more jobs, improvement of livelihood, and growth of businesses in the community. I’ve created campaigns for both the tourism and aviation industries that have put more emphasis to people, hospitality, and community empowerment to create long-term value for the and more meaningful travels. This is how we win and this is how we should do it.

What’s next for us?

We have seen a big shift in consumer behavior and it’s leading us through a massive digital transformation. This is where we need to start. If you work in the tourism sector or if your business has been impacted, here are some business ideas on how we can win against this crisis. Remember, there’s a lot of work we can do and we have to catch up real fast. Here are some guidelines that can help you.

1. FOCUS ON DOMESTIC TRAVEL.

With international travel largely off the table for the foreseeable future, destinations can capitalize on promoting travel within their own borders. This not only helps to support the domestic economy, but it also allows travelers to experience the beauty and culture of their own country in a whole new way. By promoting domestic travel, destinations can encourage travelers to explore and discover new places within their own country, while also supporting local businesses and boosting the domestic economy. This can be done through targeted marketing campaigns that highlight the unique experiences and attractions that can be found within the country.  

2. PROMOTE SOCIALLY-DISTANT ACTIVITIES & OUTDOOR EXPERIENCES. 

With many indoor attractions closed or operating at reduced capacity, destinations can capitalize on promoting hiking trails, biking paths, and other outdoor activities that can be enjoyed while maintaining a safe distance from others. Outdoor activities are a great way for travelers to explore and discover new places while also staying safe. By promoting these activities, destinations can attract travelers who are looking for a socially-distant vacation experience. This can be done through targeted marketing campaigns that highlight the outdoor activities and attractions that can be found in the destination.

3. LEVERAGE ON TECHNOLOGY.

Technology should also be leveraged as a tool for the tourism industry to keep up with the pandemic. Virtual tours, live streaming events, and other online experiences are a great way to allow travelers to explore and experience new places without ever leaving home. These virtual experiences can be used to showcase the destination’s attractions and culture, providing travelers with a taste of what they can expect if they choose to visit in the future. Additionally, virtual experiences can be used to market the destination to a wider audience, reaching potential travelers who may not have otherwise considered visiting the destination.

4. PROMOTE SAFETY.

Another way the industry is adapting is by promoting and implementing strict health and safety protocols. By showing that they are taking the necessary steps to ensure the health and safety of their guests, destinations can reassure travelers and provide them with the confidence they need to plan a trip. This can be done through targeted marketing campaigns that highlight the health and safety protocols that are in place, as well as through the use of certifications and seals that demonstrate compliance with health and safety standards.

As a marketing professional having worked in the tourism industry, it’s clear that the ongoing pandemic has presented a unique set of challenges for our industry. The travel restrictions, health concerns have caused a significant decline in tourism, and with borders closed, it has been one of the hardest-hit sectors in the economy. But, as we’ve seen time and time again, necessity is the mother of invention, and the tourism industry is no exception. The industry will adapt and find new ways to welcome travelers and provide them with meaningful and memorable experiences.

The post Tourism in the height of a pandemic. What to do? appeared first on AJ San Pedro.

“Secrets of the Millionaire Mind” reveals the missing link between wanting success and achieving it. Eker does this by identifying your “money and success blueprint.” Furthermore, this book encourages readers to adopt mental attitudes that facilitate wealth.

1. Rich people believe “I create my life.”
Poor people believe “Life happens to me.”

If you want to create wealth, it is imperative that you believe that you are at the steering wheel of your own life, especially your financial life. Having the knowledge from an online finance degree to manage your expenses can be the beginning to manage your financial growth.If you don’t believe this, then you must inherently believe that you have little or no control over your life. Therefore, you have little or no control over your financial success. This is NOT a rich attitude.

Instead of taking responsibility for what is going on in their lives, poor people choose to play the role of the victim.

How can you tell when people are playing the victim? There are 3 obvious clues:

Victim Clue #1: They Blame

Victim Clue #2: They Justify

Victim Clue #3: They Complain

Sound familiar? Have you ever seen anyone behave like that? Blaming, justifying and complaining are nothing more than stress reducers; misguided attempts to alleviate the stress that comes from failure. Think about it: if a person were not failing in some way, would they need to blame, justify or complain? The obvious answer is NO!

By the way, have you ever noticed that there’s no such thing as a really rich victim?

If you have chosen to seek wealth in life, it is imperative that you choose your thoughts and words wisely.

2. Rich people play the money game to win.
Poor people play the money game to not lose.

Do you see the difference? Poor people play the money game on the DEFENSE rather than on the OFFENSE. Let me ask you: If you were to play any sport or any game strictly on the defensive, what would be the chances of your winning the game?

The answer: SLIM and NONE!

Yet that’s exactly how most people play the money game. Their primary concern is seeking survival and security instead of creating wealth and abundance. So what is your goal?

Keep this in mind, if you shoot for the stars, you’ll at least hit the moon!

3. Rich people are committed to being rich.
Poor people want to be rich.

Have you ever heard the saying: “the number one reason most people don’t get what they want is that they don’t know what they want?” In my experience, this is absolutely true!

Commitment comes from knowing exactly why you want to become rich. Rich people are clear that they want wealth and they are unwavering in their desire. They are fully committed to creating wealth. As long as it is legal, moral and ethical, they will do whatever it takes to create wealth.

Most people would never truly commit to being rich. If you asked them, “Would you bet your life that in the next ten years you will be wealthy?” most would say, “No way!” That’s the difference between rich people and poor people. It’s precisely because people won’t commit to being rich that they are not rich, and most likely never will be.

It’s interesting to note, however, that once you do commit, the universe will bend over backward to support you!

4. Rich people think big.
Poor people think small.

One of our seminar trainers went from a net worth of $250,000 to over $600 million in only 3 years. When asked his secret, he said, “Everything changed the moment I began to think big.”

I refer you to the Law of Income, which states, “You will be paid in direct proportion to the value of what you deliver according to the marketplace.”

It is important to know that 4 factors determine your value in the marketplace: supply, demand, quality, and quantity. In my experience, the factor that presents the biggest challenge for most people is quantity. The quantity factor simply means how much of your value do you actually deliver to the marketplace?

Another way of stating this is: how many people do you actually serve?

Small thinking and small actions lead to being broke and unfulfilled. Big thinking and big actions lead to both money and meaning. The choice is yours!
5. Rich people focus on opportunities.
Poor people focus on obstacles.

It comes down to the age-old question, “Is the glass half empty or half full?” We’re not talking positive thinking here, we’re talking about your habitual perspective on the world. Poor people make choices based upon fear. Their minds are constantly scanning for what could go wrong in any situation. Their primary mind-set is “What if it doesn’t work?” or, more often, “It won’t work.”

Middle-class people are slightly more optimistic. Their mind-set is “I sure hope this works.”

Rich people, as I mentioned in a previous e-mail, take responsibility for the results in their lives and act upon the mind-set, “It will work because I’ll make it work.”

Rich people expect to succeed.

6. Rich people admire other rich and successful people.
Poor people resent rich and successful people.

Poor people often look at other people’s success with resentment and envy. They snipe, “They’re just lucky,” or whisper under their breath, “Those rich jerks.”

You have to realize that if you view rich people as bad in any way and you want to be a good person, then you can never be rich. It’s impossible. How can you be something you despise?

The Huna people of Hawaii have a philosophy that says, “Bless that which you want.”

If you resent what people have, you can never have it.

7. Rich people associate with positive, successful people.
Poor people associate with negative, unsuccessful people.

Successful people look at other successful people as a means to motivate themselves. They see other successful people as models to learn from. They say to themselves, “if they can do it, I can do it.”

Rich people are grateful that others have succeeded before them; drawing up a blueprint to follow that will make it easier to attain their own success. Why reinvent the wheel? There are proven methods for success that work for virtually everyone who applies them!

8. Rich people are willing to promote themselves and their value.
Poor people think negatively about selling and promotion.

Robert Kiyosaki, bestselling author of Rich Dad, Poor Dad (a book I highly recommend), points out that every business, including the business of writing books, depends on selling. He notes that he is recognized as a bestselling author, not a bestwriting author. One pays a lot more than the other!

Rich people are usually leaders, and all great leaders are great promoters. To be a leader, you must inherently have followers and supporters, which means that you have to be adept at selling, inspiring, and motivating people to buy into your vision. A skill otherwise known as selling.

Generally speaking, it is the leaders–those who can promote themselves and their products or services–who are able to amass great wealth.

Learn to sell and watch what happens to your net worth.

9. Rich people are bigger than their problems.
Poor people are smaller than their problems.

Poor people will do almost anything to avoid problems. They see a challenge and they run. The irony is that in their quest to make sure that they don’t have any problems, they have the biggest problem of all… they’re broke and miserable!

The secret to success, my friends, is not to try to avoid or get rid of or shrink from your problems; the secret is to grow yourself so that you are bigger than any problem.

If you have a big problem in your life, it simply means that you are being a small person.

10. Rich people are excellent receivers.
Poor people are poor receivers.

If I had to nail down the number one reason most people do not reach their financial potential, it would be this: most people are poor ‘receivers’. They may or may not be good at giving, but they are definitely bad at receiving. And because they are bad at receiving, they don’t receive!

The main reason people are challenged by receiving is that they feel unworthy or undeserving. This syndrome runs rampant through our society. I would guess that over 90 percent of individuals have feelings of not being good.

The reality is, if you think you’re worthy, you are. If you think you’re not worthy, you’re not. Either way, you will live into your story!

11. Rich people choose to get paid based on results.
Poor people choose to get paid based on time.

Poor people prefer to be paid a steady salary or hourly wage. They need the ‘security’ of knowing that exactly the same amount of money is coming in at exactly the same time, month in, month out. What they don’t realize is that this security comes with a price, and the cost is wealth.

Living based in security is living based in fear. What you are actually saying is “I’m afraid I won’t be able to earn enough based on my performance, so I’ll settle for earning just enough to survive or be comfortable.”

Rich people prefer to get paid based on the results they produce. Rich people usually own their own business in some form. They make their income from their profits. Rich people work on commissions or percentages of revenue. Rich people choose stock options and profit sharing in lieu of higher salaries. Notice that there are no guarantees with ay of the above.

Rich people believe in themselves. They believe in their value and their ability to deliver it. Poor people don’t. That’s why they need ‘guarantees’.

12. Rich people think “both.”
Poor people think “either/or.”

Rich people live in a world of abundance. Poor people live in a world of scarcity. Of course, both live in the same physical world, but the difference is in their perspective. Poor and middle-class people come from scarcity. They live by mottos such as “There’s only so much to go around,” “There’s never enough,” and “You can’t have everything.” And although you may not be able to have everything, as in all the things in the world, I do think you can certainly have “everything you really want.”

Do you want a successful career or a close relationship with your family?

Both!

Do you want to focus on business or have fun and play?

Both!

Do you want money or meaning in your life?

Both!

Do you want to earn a fortune or do work that you love?

Both!

Poor people always choose one, rich people choose…

Both!

13. Rich people focus on their net worth.
Poor people focus on their working income.

Rich people understand the huge distinction between working income and net worth. Working income is important, but it is only one of the four factors that determine your net worth. The four net worth factors are:

Income
Savings
Investments
Simplification
Focus on all four net worth factors: increasing your income, increasing your savings, increasing your investment returns, and decreasing your cost of living by simplifying your lifestyle.

14. Rich people manage their money well.
Poor people mismanage their money well.

It may not be the most glamorous of topics, but it comes down to this: the single biggest difference between financial success and financial failure is how well you manage your money. It’s simple: to master money, you must manage money.

And remember, the habit of managing your money is much more important than the amount being managed!

What’s stopping you from managing your money?

15. Rich people have their money work hard for them.
Poor people work hard for their money.

It comes down to this: poor people work hard and then spend all of their money, which results in their having to work hard forever. Rich people work hard, save, and then invest their money so they never have to work hard again.

The trick is to get educated. Learn about the investment world. Become familiar with a variety of different investment vehicles and financial instruments, such as real estate, mortgages, stocks, funds, bonds, currency exchange…the whole gamut. Choose one primary area to begin with and become an expert at that type of investing. Later, you can diversify into a broader portfolio.

Rich people see every dollar as a ‘seed’ that can be planted to earn a hundred more dollars, which can then be replanted to earn a thousand more dollars!

16. Rich people act in spite of fear.
Poor people let fear stop them.

Fear, doubt and worry are amongst the greatest obstacles, not only to success, but to happiness as well. Therefore, one of the biggest differences between rich people and poor people is that rich people are willing to act in spite of fear. Poor people let fear stop them.

The biggest mistake most people make is waiting for the feeling of fear to subside or disappear before they are willing to act. These people usually wait forever.

It is imperative to realize that it is not necessary to try to get rid of fear in order to succeed. Rich and successful people have fear, rich and successful people have doubts, rich and successful people have worries. They just don’t let these feelings stop them!

17. Rich people constantly learn and grow. Poor people think they already know.

At the beginning of my seminars, I introduce people to the three most dangerous words in the English language: “I know that.”

So how do you know if you know something? Simple. If you live it, you know it. Otherwise, you heard about it, you read about it, or you talk about it, but you don’t know it. Put bluntly, if you’re not really rich and really happy, there’s a good chance you still have some things to learn about money, success and life.

When I was broke I was fortunate to get some advice from a multi-millionaire friend of my father’s. He said to me: “Harv, if you’re not as successful as you’d like to be, there’s something you don’t know.” Fortunately, I took his suggestion to heart and went from being a “know-it-all” to a “learn-it-all”. From that moment on, everything changed!

Credit: www.peakpotentials.com

The post Secrets of the Millionaire Mind: Differences of Rich and Poor People appeared first on AJ San Pedro.