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Gaming Innovation Group’s (GiG) media division has recently announced a rebrand to Gentoo Media. This strategic move marks a pivotal moment in the company’s history, setting the stage for continued growth and enhanced market presence.
The rebranding of GiG Media to Gentoo Media is not just a change of name; it signifies a broader strategic shift in GiG’s decision to spin off its media division as an independent entity and underscores its commitment to optimizing operational efficiency and focusing on its core strengths. Gentoo Media, named after the resilient Antarctic penguin species, symbolizes the company’s aim to thrive through unity and adaptability.
According to Jonas Warrer, CEO of Gentoo Media, the rebranding is a testament to the organization’s dedication to delivering superior quality and results in every aspect of the business. He stated, “The launch of Gentoo marks a new era and we couldn’t be more excited for the future prospects of the business”.
Despite the rebrand, Gentoo Media remains committed to the values and principles that made GiG Media a leader in the iGaming affiliate market. Over the past 13 quarters, GiG Media has consistently reported all-time high revenues and strong EBITDA margins, reflecting its robust business model and effective strategies. This track record of success is expected to continue under the Gentoo Media brand, with a renewed focus on innovation and sustainable growth.
The rebranding aligns with GiG’s broader strategy of separating its media and platform businesses to enhance shareholder value and streamline operations. As Gentoo Media, the company will concentrate on expanding its affiliate marketing efforts, leveraging advanced technologies, and fostering long-term partnerships. This strategic focus is aimed at maintaining its competitive edge and driving further growth in the iGaming affiliate space.
Mikael Harstad, Chairman of the Board, emphasized that the rebrand is a critical step in increasing shareholder value and positioning Gentoo Media for future success. He highlighted the organization’s commitment to quality and innovation, which will remain central to its operations under the new brand
The rebranding of GiG Media to Gentoo Media is poised to have a significant impact on the iGaming affiliate industry. As an independent entity, Gentoo Media will have greater flexibility to pursue strategic initiatives and respond to market dynamics. This agility is crucial in an industry characterized by rapid technological advancements and evolving consumer preferences.
Furthermore, the rebrand reinforces Gentoo Media’s position as a market leader, capable of driving substantial value for its partners and stakeholders. The company’s focus on delivering superior results and fostering sustainable partnerships aligns with the growing emphasis on quality and reliability in the affiliate marketing sector.
The launch of Gentoo Media marks the beginning of an exciting new chapter for the company.
For stakeholders and industry observers, the rebranding of GiG Media to Gentoo Media is a noteworthy development that underscores the dynamic nature of the iGaming affiliate landscape. As Gentoo Media embarks on this new journey, the industry can expect continued innovation and leadership from one of its foremost players. For more detailed information on this topic, you can read the full announcement and insights from the company’s leadership.
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Nothing stays still for long in the world of social media. After all, content is king but the type of content that reigns supreme is always evolving. Recently, a notable shift has been observed: the increasing length of videos on various social media platforms. Platforms like Instagram and TikTok, known for their short, snappy videos, are now experimenting with longer formats. This change marks a new era in content creation and consumption, offering both opportunities and challenges for marketers.
Traditionally, social media platforms have favored short-form videos. These quick, engaging clips are perfect for capturing the attention of users who are often scrolling through their feeds at lightning speed. However, recent updates suggest a significant change. Instagram Reels can now be as long as 15 minutes, and TikTok is reportedly testing videos of the same length according to this Hootsuite report recently published about the 16 most important social media trends for 2024.
This shift towards longer videos reflects changing user behaviors. People are now spending more time on social media not just to scroll passively but to engage deeply with content that interests them. This is partly driven by the increasing use of social media as a source of information and entertainment, akin to traditional media like TV and YouTube.
1. Deeper Engagement
Longer videos allow creators to dive deeper into topics. This can lead to more meaningful engagement as viewers spend more time with the content. For marketers, this means a greater opportunity to convey their message and connect with their audience on a deeper level.
2. Versatile Content
With more time, creators can be more versatile in their content. Tutorials, detailed product reviews, behind-the-scenes looks, and storytelling become more feasible. This variety can keep the audience engaged and coming back for more.
3. Meeting User Expectations
As users turn to social media for comprehensive information and entertainment, longer videos meet their expectations for in-depth content. This trend is evident in how social media users are increasingly searching for detailed answers and engaging stories.
1. Content Strategy Adjustments
Marketers need to adjust their content strategies to accommodate longer videos. This means planning more comprehensive content that can hold the viewer’s attention for an extended period. It’s not just about length but also about maintaining quality and engagement throughout.
2. Investment in Production
Longer videos often require more investment in production. From scripting and filming to editing and post-production, creating high-quality long-form content can be resource-intensive. However, the potential for higher engagement and deeper connections with the audience can justify the investment.
3. New Metrics of Success
With the shift to longer videos, traditional metrics of success like view counts may not be sufficient. Engagement metrics such as watch time, viewer retention, and interaction rates will become more important. These metrics provide a clearer picture of how the content resonates with the audience.
1. Start Strong
Grab the viewer’s attention in the first few seconds. This is crucial for retaining their interest throughout the video. A compelling hook or an intriguing question can work wonders to spark interest and keep customers engaged with your affiliate story.
2. Keep It Interesting
Maintain a steady pace and keep the content engaging. Use visuals, animations, and different camera angles to keep the video dynamic. Break down information into digestible segments to avoid overwhelming the viewer.
3. Add Value
Ensure that the content provides value to the viewer. Whether it’s educational, entertaining, or inspirational, the video should meet the audience’s needs and expectations.
4. Encourage Interaction
Invite viewers to interact by asking questions, prompting comments, or suggesting viewers share their thoughts. This not only boosts engagement but also fosters a sense of community.
The trend towards longer videos on social media platforms like Instagram and TikTok marks a significant shift in how content is created and consumed. For marketers, this change presents an opportunity to engage more deeply with their audience, provided they can adapt their strategies and produce high-quality, engaging content. As the social media landscape continues to evolve, staying ahead of these trends will be key to maintaining a strong and effective online presence.
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The demise of third-party cookies marks a significant shift in online advertising, emphasizing the need for brands to pivot towards more contextual and privacy-centric strategies. If you’re wondering how to navigate this transition and seize new opportunities, look no further than the Affiverse ELEVATE Summit. This transformative event, set for September 16-17 in London, promises to equip you with the insights and tools you need for the future of digital marketing.
Right now, tickets are just £349. This gives you access to two whole days of a packed event agenda. PLUS, lunch for both days, business matchmaking, tech demos, masterclasses, an evening drinks reception…. and more! All hosted at the prestigious Park Plaza Westminster Bridge London.
This is a fully immersive and interactive event that has been purposely planned for the month of September – the month synonymous with education and that back-to-school feeling. Join 500+ decision makers and step into a realm where innovation meets inspiration, and where delegates are catalysts for change.
So, let’s all educate ourselves on exactly what we need to do in order to be ready for 2025. This is no time to drag your heels in the affiliate marketing industry – no time ever is!
Learn from Industry Leaders: ELEVATE brings together over 30 of the brightest minds in marketing and advertising. These heavy hitters will share their knowledge on the latest trends, strategies, and technologies that are shaping the future of the industry.
Build Your 2025 Marketing Strategy: With the digital world undergoing rapid changes, planning for the future is more important than ever. ELEVATE is designed to help you develop a robust marketing strategy that not only addresses current challenges but also anticipates future trends. By attending, you’ll gain actionable insights that can be directly applied to your business, ensuring you stay ahead of your competition.
Networking Opportunities: One of the most valuable aspects of ELEVATE is the chance to network with like-minded professionals. Over the course of two days, you’ll have multiple opportunities to connect with fellow attendees, speakers, and industry leaders. These interactions can lead to new partnerships, collaborations, and business opportunities that can drive your company’s growth.
Immersive Experience: ELEVATE is more than just a conference – it’s an immersive experience designed to foster learning, innovation, and growth. The event features a variety of sessions, including keynotes, panel discussions, workshops, and interactive exhibits. Plus, with lunch and networking breaks built into the schedule, you’ll have plenty of time to recharge and engage with other participants.
All under one roof, we bring lead generation and performance marketing together – to collide. This event is all about helping brands understand where and how to position themselves to keep growing their businesses in 2025.
Comprehensive Content: Our agenda is packed with sessions that cover a wide range of topics, from data privacy and contextual advertising to AI-driven marketing and omnichannel strategies. Each session is designed to provide practical takeaways that you can implement in your business right away.
Expert Consultations: Imagine having access to a room full of experts ready to answer your most pressing questions. At ELEVATE, that’s exactly what you’ll get. Our speakers and panelists will be available for one-on-one consultations, giving you the opportunity to get personalised advice and guidance.
Exhibitions and Demonstrations: Discover the latest tools and technologies that can enhance your marketing efforts. Our exhibition area will feature cutting-edge solutions from leading providers, allowing you to explore new ways to optimize your campaigns and improve your ROI.
Are you feeling stuck with your strategy, apprehensive about the changes to advertising that lay ahead, or perhaps AI has you feeling baffled? Whatever you need help with, we’re bringing a host of experts into the room to act as your personal consultants. All of this for just £349 for two days – featuring an agenda that has been designed to help your business grow!
Tickets for ELEVATE are selling fast, and with an Early Bird price of just £349 that can’t stick around for long, now is the time to secure your spot. Don’t miss this opportunity to learn from the best, network with industry leaders, and gain the insights you need to future-proof your marketing strategy.
Join us in London this September and take the first step towards mastering the next era of digital advertising. Book your tickets today and get ready to ELEVATE your business to new heights!
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The winds of change are blowing through the digital marketing landscape, and affiliate marketing is no exception. The phasing out of third-party cookies by tech giants like Google is something we have discussed in detail previously. After all, cookies have long been the workhorse of affiliate tracking, enabling the attribution of sales and the payment of commissions.
While the cookie crumbles, the future of affiliate marketing is far from bleak. In fact, by embracing the evolving privacy landscape and adopting innovative solutions, we can not only survive but thrive in this new era.
The shift towards privacy-first marketing is driven by growing user concerns about data collection and a regulatory environment that prioritises user control over their personal information. This means traditional tracking methods that rely on third-party cookies are becoming increasingly ineffective.
For affiliates, this translates to a potential loss of visibility into user journeys. Without the ability to accurately track conversions, attributing sales and earning commissions becomes a challenge. But instead of lamenting the demise of the cookie, let’s explore the exciting new avenues that lie ahead.
Several innovative tracking solutions are emerging that respect user privacy while ensuring fair attribution for affiliates. Here are some key players:
The success of these new solutions hinges on adaptation from both affiliates and affiliate managers. Here’s what you can do:
The move towards a privacy-focused era presents not just challenges but also opportunities. By focusing on first-party data, affiliates can build stronger connections with their audience, leading to higher engagement and ultimately, more conversions.
Server-side tracking offers a secure and reliable alternative to cookie-based tracking, fostering trust with users. Contextual targeting ensures affiliate promotions reach the right audience, boosting campaign effectiveness.
The affiliate marketing landscape is evolving, but the core principles of performance-based marketing remain strong. By embracing innovation, prioritising user privacy, and adapting to new tracking solutions, affiliates and affiliate managers can not only weather the storm but emerge stronger in the new era. Remember, the future of affiliate marketing lies not in clinging to the past but in embracing the possibilities that lie beyond the cookie.
What? AMLeaders 2024: A MasterClass on affiliate program management, led by industry experts.
When? Tuesday, April 16 · 9am – 1pm EDT
Where? InterContinental Miami, an IHG Hotel
Learn the latest trends and tactics from industry experts in these world class workshops directed and curated by Affiliate Marketing veteran, Lee-Ann Johnstone, Founder of Affiverse and brought to you in partnership with Hello Partner at PILive (Miami).
Book Here – Spaces are limited.
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(MENAFN– 3BL) As 2023 wraps up, no one can dispute that AI has dominated and disrupted every facet of our lives, and this trend shows no sign of abating in 2024. If you doubt the impact of the technology, consider this-of the 84 billion views Wikipedia received this year, the leading page is ChatGPT, with 49.5 million views !
Research from McKinsey found that a third of organizations are using AI regularly in multiple departments, and 40% plan to increase their investment in the year ahead. And according to Gartner, AI is more than a trend and is forever changing how humans and machines interact.
The technology is transforming every aspect of marketing, from content to automating tedious tasks and analyzing vast volumes of data. Marketing has been inundated with AI tools and as teams grapple with these and try to navigate this new intelligent era, it has created a slew of opportunities and challenges in the quest to optimize marketing strategies and drive efficiencies.
With this in mind, let’s dive in and explore six predictions on how AI will impact marketing in 2024 and beyond.
6 Predictions on how AI will impact marketing in 2024-and beyond
Campaign Optimization
AI is disrupting every facet of marketing, and teams will increasingly integrate the technology to help analyze data, uncover insights, and deliver efficiency gains, all in the pursuit of optimizing campaigns. Any organization not exploring and testing how AI can improve marketing efforts will struggle to stay competitive.
Copyright Comes into Focus
Generative AI design tools are increasingly being adopted, but one thorny issue is copyright. Many of these AI solutions scrape visual content without being subject to any consequences. The U.S. Copyright Office has provided some initial guidance and launched a formal AI initiative. In 2024, you can expect there will be a lot more energy, effort, and public policy discussions focused on finding a solution to the copyright problem with AI image creation to clarify ownership. This will allow marketing teams to embrace AI design tools without fear of encountering legal issues, saving precious time and money.
Customer Engagement: AI in the driving seat
By the end of 2024, most customer emails will be AI-generated. Brands will increasingly use generative AI engines to produce first drafts of copy for humans to review and approve. However, marketing teams must train large language models (LLMs) to fully automate customer content and differentiate their brand. By 2026, this will be commonplace, enabling teams to shift focus to campaign management and optimization.
AI Key to Scaling Personalization Efficiently
Generative AI tools will help appease the never-ending thirst for content. In addition, the intelligence will be pivotal as marketing has historically struggled to scale personalization efforts. The technology will enable marketing to generate more customer experiences from improved segmentation and optimize advertising targeting and marketing strategies to achieve higher engagement and conversion levels.
AI and Talent: The Augmentation Era
As AI becomes more pervasive, this will inevitably change the fabric of marketing teams. Lower-level admin-centric roles will disappear, and many analytical positions will become redundant. However, it’s not all doom and gloom; the demand for data scientists will explode, making it one of the most sought-after skill sets for the rest of this decade and immune to economic pressures. Humans will continue to drive marketing, but the role of machines will increase each year. This era of AI (with guardrails) augmenting humans will continue for at least another decade in marketing.
The Intelligent Future
For employees, hoping they will not need to adapt and reskill to some extent is naive. As with every disruptive technology, those who embrace it and look for ways to harness it will no doubt reap the benefits and create new and exciting career paths. Everyone should be learning how to work with AI and, for example, exploring how to use prompts effectively. At Keysight, the marketing team is test-driving various tools to determine the best mix for our organization to drive results and continue to delight our customers. As marketing teams plan for the year ahead, they should look to expand their skill set and become AI literate.
Embrace the future and potential of AI
Rather than fearing AI, I’m excited about the possibilities it’s opening up for all of us, irrespective of whether you are starting your career, in the final stretch, or at some point in between. Embracing change is a mantra for success in business and life, and I look forward to seeing how marketing is transformed in the AI era in the coming months and years. Buckle up and enjoy the ride.
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“We’ve come through the last three-plus years facing all these unprecedented changes,” including supply chain constraints, labor challenges, dramatic shifts in how consumers shop and eat and a more critical retail environment that is pared down so that competition for shelf space is heightened, and are now the industry and Kellogg are entering “a new morning,” Cahillane said.
“Not to be too rosy about it, but it’s … a very, very promising outlook as we look towards how our industry and Kellogg will perform in the future. We’re very optimistic about the future,” he added.
He explained his optimism is based in part on the company’s strong performance in the first quarter, in which it saw organic net sales climb 13.7% led by sustained momentum in snacks and noodles, a rebound in North American cereal and a positive price/mix – all of which was possible because the company embraced new ways of innovating, manufacturing, marketing and partnering with other stakeholders to streamline and improve delivery.
“We’re investing in innovation and we’re investing in capacity, and so we are obviously coming out of the pandemic and the supply disruptions, the bottlenecks and shortages as so many other companies are, and we’re investing for growth,” he said.
He added the results of these efforts are reflected in the company’s upgraded guidance, which now anticipates net sales for the year will come in between 6% and 7% – up from previous expectations fo 5% to 7%, and a higher expected operating profit of 8% to 10% from a previous 7% to 9%.
In terms of innovation, Cahillane said the bar has been raised since the pandemic began and Kellogg is not only meeting it, but clearing it with new products that excite consumers and retailers.
“The bar for innovation, I’ve said this in the past, has clearly gone up as SKU counts went down during the pandemic. … There is no question that innovations have to be better. They have to be performing right out of the gate. Shelf space is more valuable than it’s ever been today in my years of in the business,” he explained
Successful examples of innovations from Kellogg in North America include the launch of chocolate chip cookie dough Rice Krispies Treats, collaborations with nostalgic and indulgent brands to create Cinnabon Bakery-Inspired and ICEE cereals, and a marketing partnership with the beloved videogame Minecraft for Cheez-It and Pringles.
These launches are supported by improved merchandising that, while not up to pre-pandemic levels yet, is helping to get Kellogg products on the floor to interrupt consumers’ shopping patterns, which Cahillane said is “a good thing.”
Innovation is also supported by more personalized marketing, he added.
“The whole world of marketing has changed like it never has before. The true promise of one-to-one marketing that we’ve been talking about for so many years is upon us with data and analytics, more sophisticated than they’ve ever been, first-party data, more robust and more available than it’s ever been – to really target consumers in a way that marketers have dreamed up for years,” he said.
Kellogg’s ability to execute new product launches as well as deliver on long-standing favorites also is improving thanks to the company deploying new technologies, including artificial intelligence and machine learning to better predict end-to-end what retailers need and when, Cahillane said.
“We’re getting better and better at predictive really end-to-end,” and now “supply chains have come through stronger as well as the relationship with consumers, I think, are more end-to-end than they’ve ever been before,” he explained.
He added that Kellogg has also eliminated friction with it customers through better joint business plans that consider how to eliminate waste, grow the size of the prize and still serve the common consumer.
“So, as you put all these things together … it’s not 1987 anymore,” it is a new era and one that is promising and made stronger by the trials of the pandemic and the new partnerships and solutions forged during that period, he said.
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