Local marketing strategies

Share to Twitter Share to Linkedin Among the advertising shifts seen in the past few years, including across social and search and display marketing, the farthest-reaching may be those due to changes in attribution and measurement. And as sustainable paid media scale has become harder to achieve in certain channels, brands must improve their ability to identify the advertising vehicles that drive contribution, not just attribution. This means they need increased visibility into the drivers of their revenue that’s not only incremental but also maintains profit margins. But this likely will happen on an aggregated basis, rather at an individual-user level. “With less visibility into attributable conversions, brands are moving away from looking at platform attribution as their true north and instead focusing on more holistic metrics like customer acquisition cost (CAC) and incrementality,” says Megan Conahan, EVP at Direct Agents , known for its digital … [Read more...] about What Brands Need To Know: Marketing Measurement And Attribution In 2023

Share to Twitter Share to Linkedin Artiom Anisimov is the CEO of EOS Data Analytics , a global provider of AI-powered satellite imagery analytics for 20+ industries. Africa provides Western companies with a unique opportunity to become early entrants and establish businesses in promising niches. However, there are obstacles that entrepreneurs will have to overcome. Given the specifics of the business, economic and political environments, the African go-to-market demands meticulous and in-depth preparation. Our company, EOS Data Analytics, offers satellite-powered solutions to businesses and individuals around the world. Between 2020 and 2022, we entered the sub-Saharan region—namely Ghana and Nigeria—through established local partnerships. We faced a number of challenges and learned a lot about how to mitigate expansion risks. Challenge No. 1: Necessity For Local Presence A business that intends to enter a foreign country typically has two … [Read more...] about Four Challenges Western Businesses May Face When Entering The African Market

Share to Twitter Share to Linkedin Starbucks announced today the permanent appointment of Laxman Narasimhan to the role of CEO, taking over from Howard Schultz. The move was expected— Narasimhan began working at the coffee giant in October 2022—but now it's a chance for the new CEO to contemplate changes to the organization's leadership and corporate culture, including its related operations. Of course, with Schultz now out of the seat, it's Narasimhan's full-brew opportunity. We could even argue that Starbucks is at an inflection point in its long history. As the company faces the challenges of a fast-changing market landscape, let alone prolonged economic instability and recession-like signs, Narasimhan must lead with agility and vision from the start. What leadership and organizational culture changes might Narasimhan prioritize to ensure Starbucks' continued success and sustainable growth? Innovation, purpose, and employee engagement are three … [Read more...] about Considerations For New Starbucks CEO Laxman Narasimhan To Improve The Company

Share to Twitter Share to Linkedin Mentoring is a hands-on form of career development that can help boost internal mobility . Effectively using mentoring as a career growth tool can also help provide a supportive sense of community and connection at work. When that's not there, there's a higher risk of burnout. So, I touched base with three leaders spearheading successful mentoring programs to help you increase your team's career satisfaction and effectiveness. Here are three ways to make mentoring a fruitful tool. 1. Use creative methods and questions. According to the Association for Talent Development (ATD), forms of mentoring include: One-on-One Mentoring, Group Mentoring, Peer Mentoring and non-traditional mentoring forms like reverse mentoring (junior employee mentors a more senior professional) and speed mentoring. Pamela Mattsson, SVP of People and Organizational Development at Outreach, a sales execution platform valued at over $4B with … [Read more...] about 3 Simple Ways To Make Mentoring A Successful Career Development Tool

Share to Twitter Share to Linkedin Everyone who’s ever met or spoken to Paddy Pimblett could probably attest to one thing. He’s as easygoing as anyone you'll ever talk to. And the simplest conversations with the mixed martial arts fighter feel like a chat with an old friend down at the pub. Perhaps it was for that reason that Pimblett, who called me “fella” and “lad” throughout our short Zoom interview earlier this month, seems like the kind of that Guy Ritchie would cast in one of his films. I mention that and ask if he sees “Paddy The Baddy” in future motion pictures. “Yeah, definitely,” Pimblett said. “I’ll be in movies one day, lad. Don't worry about that. I’ll be in films, 100%!” Pimblett kicked off the month of March with a trip to Southern California, where he hoped to catch some sun and train with a group of professional MMA fighters from Indonesia. While on his trip to San Diego and Los Angeles, Pimblett visited with UFC legend Chuck … [Read more...] about Paddy ‘The Baddy’ Pimblett Touts Mental Health, Being Approachable Part Of UFC Life

Share to Twitter Share to Linkedin As Global Chief Diversity, Equity, and Inclusion Officer, PepsiCo’s Tina Bigalke is responsible for leading PepsiCo, the world’s second-largest food and beverage business’s global DE&I strategy. That means progressing toward PepsiCo ’s ambitious aspirations, including racial equality, gender parity, and pay equity, she says. Bigalke relies on her decades-long human capital management, business growth, profitability, and sustainability experience, including 20+ years in the senior leadership trenches at the Purchase, NY-based multinational food, snack, and beverage corporation. “At PepsiCo, we’re guided by our overall vision, our CEO [ Ramon Laguarta ]’s vision of pep+ [pep Positive], which is our ongoing, end-to-end, strategic transformation of how we create growth and shared value with sustainability and human capital at the center,” Bigalke says. Launched in 2021, pep+ represents a model for Lead With We … [Read more...] about PepsiCo Pours Intentionality Into Its DE&I Efforts