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  • 5 factors for success in cybersecurity projects among shifting priorities – Cyber Security

    5 factors for success in cybersecurity projects among shifting priorities – Cyber Security

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    As more companies are considering the shift to a fully or hybrid remote workforce, accelerating plans to acquire digital and cloud services to address increasing cybersecurity risks is necessary.

    Safe secure cloud computing information technology mobile internet network technology

    Image: Rick_Jo, Getty Images/iStockphoto

    Cybersecurity and regulatory compliance have become two of the biggest concerns of corporate boards. When it comes to the impact of the COVID-19 pandemic and the new realities of employees working from home, many businesses have been forced to reassess many of their IT assumptions and priorities—especially those around cloud cybersecurity projects.

    SEE: Security incident response policy (TechRepublic Premium)

    What is cloud security?

    Cloud security involves using technologies, policies, controls and services to protect data, applications and infrastructure from threats. This is accomplished by delivering hosted services, such as software, hardware and storage over the internet. Often cloud cybersecurity is part of a hybrid cloud or multicloud infrastructure architecture designed to address advanced cloud cybersecurity challenges such as lack of visibility and tracking, ever-changing workloads and cloud compliance and governance.

    Top cybersecurity priorities 

    Almost 20% of the world’s workforce is expected to continue to work remotely post-COVID-19. As a result, Gartner sheds light on the top project priorities for security and risk management leaders in 2021 and beyond, including these five. 

    1. Cybersecurity mesh that enables the distributed enterprise to deploy and extend security where it’s most needed.
    2. Cyber-savvy boards, dedicated committees that focus on discussing cybersecurity matters.
    3. Vendor consolidation, as a way to reduce costs and better security. Almost 80% of organizations are planning to adopt a vendor-consolidation strategy.
    4. Identity-first security now represents the way all information workers will function, whether they are remote or on-premises.
    5. Managing machine identities focuses on establishing an enterprise-wide strategy for managing machine identities, certificates and secrets for more secure digital transformation.

    While the COVID-19 crisis impacted people’s personal lives and security, it also struck corporate, institutional operations and each technology provider that supported them. The cybersecurity spillover has now reached technology providers—making their roles more difficult. 

    SEE: How to manage passwords: Best practices and security tips (free PDF) (TechRepublic)

    Technology providers are also being challenged to rethink their strategies and solutions to get ahead of incidents and threats. Project budgets are being stretched or completely bypassed to keep up, and throughout project execution, continuously monitoring customers’ needs and shifting priorities is becoming all in a day’s work. 

    McKinsey’s findings throughout the pandemic also showed these realities in shifting priorities playing out in many ways, including the following:

    • The rerouting of resources previously designated for a security-automation project to cover gaps in multifactor authentication.
    • The postponing of cybersecurity war games and the diverting of resources to accelerate the rollout of a VPN.
    • The delaying of red team exercises to close vulnerabilities in remote-work applications.

    As more of these companies adopt security controls for cloud-based business functions, McKinsey anticipates budget increases within specific segments such as financial services and insurance industries.

    SEE: Research: Video conferencing tools and cloud-based solutions dominate digital workspaces; VPN and VDI less popular with SMBs (TechRepublic Premium)

    How successful companies will be in making these cybersecurity projects shifts will be dependent on these factors. 

    1. Developing and maintaining a cyber-resilient culture.
    2. Maintaining focus on protecting critical assets and services.
    3. Maintaining a balance in risk-informed decisions. 
    4. Updating and practicing responses and business continuity plans throughout a new normal.
    5. Strengthening ecosystem-wide collaboration.

    Company and security experts will need to be closely aligned in their approach and priorities to meet the challenges that exist and lay ahead effectively. 

    Also see

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  • Part 2 – Performance – Advertise

    Part 2 – Performance – Advertise

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    This is the second in a two-part series on how to review automatic placement reports for Google Display Network campaigns. 

    In my last post, I discussed how to review the content of the placements and evaluate if they’re a good fit for your account. In this post, I’m going to focus on the performance from each of the placements our ads have run on. 

    Introduction

    In almost every case, you’re running Google Display campaigns to get some sort of performance from them. Very few people run campaigns just for the sake of running them and gaining impressions. Nearly all of my accounts are focused on conversion actions from the GDN, even if those actions are more top of the funnel. 

    As we go through each of these performance filters, there are two key things I’m looking for: underperformance and unrealistic metrics. 

    Here they are, in no particular order. 

    High Impressions, No Clicks:

    Sometimes it can be great to have your ads running on lots of sites and seeing few clicks. Arguably, if it’s the right site content and the right audience, you should still see branding benefits. But odds are if you’re not seeing any clicks, it’s likely a bad match. 

    Start by filtering your report for any placement with Clicks = 0 and then sort the sites descending by Impression count. 

    Depending on the volume of impressions you typically see with your campaigns, a high count here could be in the thousands or tens of thousands. 

    I typically like to do a thought experiment like this: If this site gets one click on it’s next impression, is the CTR acceptable or still unbearably low? 

    Depending on the answer to that question (and the content match for the site), I can choose to add sites racking up impressions as negatives or keep them running. 

    This experiment gets a little hairier if you’re running CPM campaigns as you’re being charged even if no clicks occur. In that instance, you’ll have to ask yourself if the impressions are worth the spend even if no one is engaging with your site. 

    CTR over 100%:

    CTR is an important metric to know whether your ads are resonating with your target audience or not. CTRs on the GDN are nearly always going to be lower than Search (unless you’re doing a particularly good or bad job depending on the network), but one thing that always stands out to me are sites with abnormally high CTRs. Specifically, those over 100%. 

    Many of the sites that end up with 150% or 200% CTRs usually have low volume, but I’ve also found that for whatever reason, many of them are also lower quality sites. 

    You can quickly filter your report for CTRs over 100%, give a quick scan, then exclude as you see fit. 

    Descending CPCs:

    One of the benefits of Display campaigns is that they typically have lower CPCs than other targeting options. But at times, there can be some sites that are highly competitive that cause you to pay very high CPCs. Unless these sites are delivering results or are such a perfect fit for your audience that they’re worth it, these can be budget eaters that aren’t providing much value. 

    A quick descending sort of your CPCs column will show you where you’re paying the highest amount to show up. Vet these placements. If they’re not giving you a strong reason to stay, then they gotta go.

    High Cost, No Conversions: 

    This one is probably pretty self explanatory. If we’re trying to drive conversion performance from our Display campaigns, then placements with high spend and 0 conversions should be a pretty easy one to exclude. 

    Simply filter your report for 0 conversions, then do descending spend and exclude all of those with so much spend that even if they converted on the next click, you’d be disappointed with the CPA. 

    Typically, I give a little bit of leniency and let spend of 1.5x to 2x the CPA goal slide, but you can set your own limitations. 

    Descending Conversions:

    Let’s close out by looking at conversion performance. 

    Similar to looking for high impression placements, I always like to take a look at the sites that are driving the highest number of conversions. It’s a pretty easy filter in the report to include all rows and sort by descending conversions. 

    Based on the results, I like to look at a few different things: 

    • How widespread are conversions? Are they coming mostly from a couple of sites or are they pretty evenly spaced out?  
    • Do the sites that are generating conversions look relevant? 
    • Are the converting sites of reasonable quality? 
    • Are there any sites I can leverage further? Add to a placement campaign, use for Custom Intent Audiences, etc.? 

    Depending on what you find in your top converting sites, there are lots of ways you can leverage those insights to either grow the success of your campaign, mitigate lower quality leads, or expand display strategies in other campaigns. 

    Converting Sites, Ascending & Descending CPA: 

    Lastly, we’re going to look at which sites are converting for the highest and lowest CPA, regardless of volume. 

    The easiest way to find these stats is to filter for Conversions > 0 and then do the sorts just like we’ve done for other views above. 

    High CPAs

    This one is relatively self explanatory. If placements are converting at a CPA much higher than your goal, it’s likely a good one to exclude. 

    That said, just like with high cost, no conversions, it’s worth giving some flexibility on individual placements. At a campaign level you may be hitting your goals, but within that, you might find some placements with CPAs well below and others well above your target. Having this range on this granular level will allow you to scale, but there is a breaking point. 

    My rule of thumb is almost always 2x my target CPA for individual placements, but only if others are also converting and offsetting. Based on your individual account performance, you might need to set a different benchmark that makes more sense. 

    Low CPAs

    Low CPAs always seem like a good thing, right? But sometimes, just like high CTRs, they can be a sign of questionable activity. 

    Check out the placements that are converting at the lowest CPAs. Are they suspiciously low or is it just lower than average? Check out the site itself and make sure it’s content suggests a better CPA, especially if conversion volume is relatively high. 

    If you believe the content might be relevant enough but still question the conversions, maybe try adding a placement parameter to the end of your URLs so you can track lead quality or revenue in your CRMs. Then you can let the data speak for itself whether you should keep leveraging a placement or not. 

    Conclusion: 

    Reviewing a lot of placements can honestly be a huge headache, but with a game plan, you can at least get the big issues out of the way a bit quicker. Hopefully between this post and the content focused piece you’ll save yourself some management hours as well as improve performance.

    What parameters do you use to review placements? We’d love to hear your tips in the comments below! 

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  • Increase Your ROI With Push & Pop – AffiliateMarketing

    Increase Your ROI With Push & Pop – AffiliateMarketing

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    Why RollerAds?

    RollerAds is a self-service, high-performance ad network with worldwide coverage and some powerful in-house optimization tools.

    With 10K+ direct publishers, 1.2B+ daily impressions and 2.5M daily clicks, RollerAds has some impressive stats.

    The ad network uses the CPC (cost-per-click) pricing model for push ads and CPM for Onclick, with a minimum click value of just $0.001 – although you may want to bid higher for best results, especially in Tier 1 Geos.

    In addition to Push, RollerAds offers the On-Click ad format. This is a Popunder ad format that you can choose from the advertiser panel when creating your campaigns.

    They also have some neat campaign and targeting tools to target your audience effectively, which we’ll look at in just a moment.

    Read on to find out more about how to use RollerAds to find untapped traffic sources, boost your ROI, and find highly engaged audiences for your offers from just $0.001 per click.

    Creating Your Account on RollerAds

    Go ahead and click the Sign Up button on the top navigation bar of the home page. This will take you to a form where you can register as an advertiser on RollerAds.

    Exclusive for Mobidea Academy readers: RollerAds Coupon – 15% Extra Balance

    rollerads sign up page

    Simply fill out the details, click the verification link sent to your email, and login to the platform.

    One of the cool things about RollerAds is that they’ve included a useful help video for new users. We recommend watching this to get an idea of how things work.

    This is only shown to new users who haven’t yet created a campaign, and will later be replaced by a summary of any campaigns you have created.

    You can also contact the support team via email, Skype, or Telegram if you need additional support.

    RollerAds Review: Dashboard

    One of the things I immediately liked about the interface is the clean layout. It’s very clear, direct, and noticeably void of any clutter that might otherwise confuse a new user.

    It’s easy to navigate and important data, such as your user profile and account balance, can be seen at a glance.

    rollerads dashboard

    You can manage your account using the left-hand sidebar menu.

    This is arranged as follows:

    Campaigns – This shows a list of any campaigns you have created, along with a summary of their performance.

    Create Campaign – Create campaigns using the On-Click or Push notification ad format.

    Reports – View detailed reports from your campaigns in real-time. You can group results by campaign and targeting options, and filter by zones, feeds, and more. Reports can be exported as a CSV file to use elsewhere.

    Tracking – RollerAds has decent tracking, along with the ability to test conversion tracking and easy integration with all major trackers.

    Finance – There are multiple ways to fund your account, including Credit Card, Wire Transfer, WebMoney, Paypal, Payoneer, and Bitcoin. The minimum deposit amount is just $50. You can also set up email balance notifications and auto-recharge from this tab.

    Profile – Use this to set your personal details and preferred messaging medium. Options include Skype, Telegram, WhatsApp, and Facebook.

    Creating Your First Campaign

    RollerAds keeps things simple by having all the campaign creation tools on one page. To set up your campaign just follow the steps as they appear on the page for targeting, ad placement and budgeting.

    There’s also a preview window so you can check progress and review the details prior to submission.

    creating a new campain on rollerads

    Here’s the complete list of targeting options:

    General – You can set your campaign name and target URL here. There’s some useful macros here too which are as follows:

    • {campaignId}
    • {creativeId}
    • {zoneId}
    • {feedId}
    • {clickId}
    • {cost}
    • {device}
    • {browser}
    • {browserVersion}
    • {os}
    • {osVersion}
    • {country}
    • {countryName}
    • {isp}
    • {carrier}
    • {connectionType}
    • {UserAgent}
    • {ageGroup}
    • {format}

    You don’t have to use them all, but it’s recommended that you start with {campaignId}, {zoneId}, and {clickId} to help identify which ad channels are most profitable for your offers.

    Keep in mind that macros on RollerAds are case-sensitive, so it’s important to use the token as it appears on the screen.

    If you want, you can choose to have only premium quality here but this will raise the cost of your bid.

    Countries and Bid – Choose which Geo you want to target along with the bid. You can use the suggested bid feature here or use the rates shown on the CPC rates tab of the main site. This tab gives you a bit more info, including the Country, ISO code, Impressions, Clicks, and average CPC rate for the day. You can select cities or regions to include or exclude from your ad. Bids can be adjusted later at the campaign optimization stage.

    Carriers – Target users by Mobile ISP (Carriers) and connection type (Dialup, Cable/DSL, Cellular)

    Creatives – Add your title, description, and image for your creative. You can also use macros in your creatives. Available macros for both title and description are {city}, {City}, {country}, {Country}. It’s possible to clone your creatives to make an A/B test. This option isn’t available for On-Click campaigns.

    creative example 1 creative example 2

    Subscription Age – This allows you to target by the freshness of the user. Options are from 0 to 60+ days. User freshness will have an effect on bids and conversions.

    Browser – Browsers, versions, and languages can be set here

    OS Targeting – Select platform (Mobile, Tablet, Desktop) and OS (Windows, MacOS, Android). It is not currently possible to target iOS users with Push notification ads.

    Day and Time Targeting – Choose the times you want your ads to be active in the local time of the end-user.

    IP Targeting – Include or exclude IPs.

    Capping – Set the frequency cap for users per creative, per hour.

    Campaign Budget – Set the daily and total budget for the campaign.

    Advanced Settings – Here you can include or exclude Feed IDs and Zones.

    If you are creating an On-Click campaign you will notice some minor differences in the setup. These include CPM bids (instead of CPC) and the ability to target iOS. There’s also no need for creatives or to select the subscription age with Pop ads.

    When you are done, check the preview window.

    rollerads campaign preview

    One feature we love about RollerAds is the CPA optimization tool. Turn this on before starting your campaign to have RollerAds automagically disable low converting zones to help you reach your CPA target.

    rollerads cpa optimization tool

    Once you are happy with the settings, tick the quality guidelines checkbox and start your campaign.

    If you now check the campaign tab from earlier again you will see your live campaign. From here you can see the daily counters, including impressions, clicks, and conversions, CTR, CPA, eCPC, eCPM, and Cost. You can also clone, stop, start or archive your campaigns from the campaign tab.

    Simply click the campaign settings to make any changes to your ads. This is particularly useful for testing different options, such as desktop and mobile targeting.

    Clicking the stats icon will take you to the reporting page for the campaign ID.

    Campaigns Tracking With RollerAds

    RollerAds adds some neat tracking options to the platform that can be used with the S2S conversion tracking postback URL.

    This URL can be used with your tracker to give you more insights about your ads.

    This makes it easy to see which zones are performing best for your offers.

    You can then copy the ZoneID and exclude or include it from your campaign.

    Here’s an example of how a postback URL would look in Voluum (Read our Voluum review):

    Campaign link:

    https://youroffer.com/click.php?campaign_id={campaignId}&zone_id={zoneId}&externalid={clickId}

    Actual postback URL:

    https://eu.rollerads.com/conversion/{externalid}/aid/1066/0f0d5f3801623bb4

    Make sure to use your personal account when you are creating your tracking link.

    There’s also a convenient button to test the conversion tracking that you can use before activating your campaign.

    Once you see the notification message, “Conversion is registered” in the Conversion Tracking page, you’re good to go!

    Get in touch with the support team if you need any help with setting up conversion tracking.

    What Verticals Can You Run With RollerAds?

    There’s a bunch of verticals that work well with the Push and On-Click ad format.

    These include:

    • Sweepstakes
    • Finance
    • Dating
    • Software
    • Forex
    • Insurance
    • Loans
    • Crypto
    • eCommerce
    • Betting
    • Gambling
    • Nutra
    • Utilities
    • Extensions
    • Utilities
    • Push Subscriptions
    • PinSubmit
    • Media
    • Cinema & TV

    Let’s take sweepstakes as an example of how you can use RollerAds to make bank. These offers are easy to find, simple to set up, and have crazy high conversions.

    First, choose your offer and set up your campaign as shown in the first part of this article. We recommend signing up as a Mobidea affiliate and trying out some trending sweepstake offers.

    Next, create a pre-lander for your offer. This can be a quiz, spin-the-wheel, questionnaire, gift box, or similar, which work well with ‘Win an iPhone’ type offers.

    Finally, optimize your campaign by seeing which targeting options, zones, and creatives gave you the most conversions. You can see this from the reporting tab and your tracker. Adjust your bids and try different headlines and images for your creatives and landers at this stage to increase your ROI.

    Tip: Emojis can be fire when it comes to increasing user engagement with your creatives/pre-landers!

    Wrapping Up

    When it comes to Push and Pop ads, RollerAds is the real deal.

    The slick interface and campaign targeting options are backed up with impressive real-world stats that make RollerAds the perfect ad network for CPA affiliates.

    The in-house ad-tech used by the RollerAds helps protect against fraud and the results you can get from the platform speak for themselves.

    You’ll find everything from the campaign creation to tracking and the optimization process flows well, and no stone is left unturned!

    That said, if you do have any suggestions or need help with your ads, the support team is available to chat.

    Bonus for Mobidea readers: Once you create your account, speak to your account manager and mention the promo code MobideaRoller15 to get an extra 15% bonus on the first deposit! This bonus is only available for new advertisers.

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  • G2 Partners With Pendo to Help Companies Solicit Quality Reviews – Business

    G2 Partners With Pendo to Help Companies Solicit Quality Reviews – Business

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    Collecting quality user feedback is challenging, but platforms like Pendo help solve this problem. Pendo is a product analysis app that allows users to easily submit comprehensive feedback that provides product teams with valuable insights. 

    We’re thrilled to announce the launch of a new partnership with Pendo. As of today, Pendo customers will have the ability to collect G2 Reviews with strategically timed and targeted in-app prompts.

    About G2 Reviews + Pendo

    The G2 Reviews + Pendo integration enables you to solicit organic, authentic, and comprehensive in-app user feedback. This integration helps you:

    • Gather comprehensive insights to help influence product development
    • Meet your customers in-app and eliminate the need for third-party intervention
    • Solicit higher quality feedback from your most engaged users
    • Ensure gradual and consistent feedback collection without the need for batch campaigns

    About Pendo

    Pendo is a product analysis tool that offers NPS surveys, in-app guidance, and feedback collection tools. Product usage analytics and customer sentiment collected by Pendo combine quantitative and qualitative data to help companies make better decisions. 

    Pendo can collect data across all desktop and mobile apps and integrate with multiple CRMs to send that data. The no-code in-app tool works to improve your product experience and exceed customer expectations.

    Pendo collects valuable customer feedback for product teams to build better product experiences.

    How Pendo + G2 Reviews work together

    This integration allows companies to utilize Pendo to set up workflows in their native apps and request a G2 Review from specific segments of users. 

    Here’s how it works: when your customers are using your app, Pendo will serve up different notifications and requests throughout the user journey. With this integration, one of the requests can be “Leave a G2 Review”. 

    If the user chooses to leave a G2 Review, they can complete the review right there without having to leave your app or search for your G2 profile on their own. Just like all other G2 Reviews, the review is then submitted to G2.com and published once approved. 

    pendo-integration-lp-header

    Improved product insights

    This integration helps companies collect feedback while the product is top-of-mind for the user that, in turn, can be used to drive important product decisions.

    G2 Reviews capture an array of answered questions to help inform product development. All of this user feedback can also provide marketing, sales, and customer success teams the insights they need to drive maximum adoption, conversion, retention, and expansion.

    Higher quality user feedback

    Pendo uses pre-building engagement-driven workflows to ask specific customer segments to take certain actions. This means you can choose to only solicit your most engaged users to leave a G2 Review.

    This feature helps you collect higher-quality reviews from actual users that are consistently spread out over the lifetime of your app. Pendo’s in-app prompts consistently solicit feedback from people who actually utilize your platform.

    Rachel Bentley, Director of Product Management at G2, says that soliciting reviews in-app is the best way to ensure quality feedback. Bentley explains, “Make it easy for someone to leave you feedback…you need to catch them at the right time and place when they’re actually using the product. Ask users to leave reviews consistently and in the moment.”

    “The most convenient time to ask the user for a review is on your platform while they’re using your functionality.”

    Rachel Bentley
    Director of Product Management at G2

    Optimal timing for customer sentiment

    When collecting user feedback, finding the balance between providing a convenient user experience without compromising the consistency, quality, and effectiveness of that feedback can be challenging. But by meeting your customers where they already are — in your app — you can secure the authentic feedback you need from the right users, all the time, without even asking them to abandon their workflow.

    But how well does it work? According to Pendo, users are twice as likely to give feedback when they are solicited in-app rather than by email. This helps ensure your user feedback is candid and influenced by your product and your product only — and there will be twice as much!

    With this integration, users no longer need to hop from platform to platform just to leave feedback. Asking for reviews in-app helps mitigate outside influences, like third-party sites, from compromising your user experience. In-app feedback is the closest you can get to truly understanding your customer’s sentiment.

    Meet your customers where they are to capture feedback

    Pendo + G2 Reviews helps streamline your review collection strategy and makes it easier for your customers to submit feedback. This integration enables you to consistently capture quality reviews so you can focus on product innovation.

    Capture G2 Reviews by meeting your customers where they already are: your product. Get started with G2 Reviews + Pendo today.

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  • China issues new ‘single-game’ instructions to guide its climate action – Clean Energy

    China issues new ‘single-game’ instructions to guide its climate action – Clean Energy

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    China’s top decision-making body has given new instructions on the nation’s efforts to tackle climate change at a meeting chaired by President Xi Jinping. 

    According to state media, the meeting, held in Beijing last Friday, urged officials to pursue the nation’s twin goals of reaching the carbon emission peak before 2030 and achieving “carbon neutral” before 2060 in a “coordinated and orderly manner”.

    Delivered in the unique vernacular of the Chinese government, the instructions also called on the country to “stick to a single game nationwide (坚持全国一盘棋)”, “rectify campaign-style ‘emission reduction’ (纠正运动式“减碳”)” and “establish [new rules] before breaking [old ones] (先立后破)”.

    Neither the Chinese government or state media have released an official explanation of the phrases. However, Carbon Brief understands that they could indicate the current problems within some regions’ climate governance and, more importantly, strategies to deal with them. 

    In this article, Carbon Brief trawls through Chinese media reports and speaks to various experts to provide the context behind these latest directives. 

    What are the new instructions?

    The new climate instructions were among a series of macroeconomic commands released by the Central Political Bureau of the Communist Party of China (CPC) during a meeting on 30 July 2021. The organ – known as the Politburo for short – currently has 25 members, including President Xi. It is the supreme decision-making body of the CPC.

    Politburo: Politburo, or Political Bureau, is the supreme decision-making body of communist parties. The first Politburo – whose members included Lenin and Stalin – was created in Russia by the Bolsheviks in 1917. Nowadays, the most prominent Politburo is that of the Communist Party of China (CPC), formally known as the Central Politburo of the CPC. It is elected every five years by the CPC’s Central Committee, which consists of China’s most senior leaders. The Chinese Politburo makes every significant decision of the nation when the Central Committee is not in session. Currently, it has 25 members, including President Xi, and will be in power until 2022.Close
    Politburo: Politburo, or Political Bureau, is the supreme decision-making body of communist parties. The first Politburo – whose members included Lenin and Stalin – was created in Russia by the Bolsheviks in 1917.… Read More

    According to a report by Xinhua, China’s state news agency, the meeting was chaired by President Xi, who is also the general secretary of the Central Committee of the CPC. 

    Xinhua said that the Politburo meeting “analysed and studied the current economic situation” and “set out the economic work in the second half of the year”. 

    The state-run newswire added that the meeting laid out the near-future agendas for various sectors, such as e-commerce, technology, finance and real estate. 

    Central Committee of the Communist Party of China: The Central Committee of the Communist Party of China (CCCPC) is a political organ consisting of the country’s most senior officials. The committee is elected every five years by the National People’s Congress (NPC), China’s top legislative body. Together, the CCCPC and NPC form the highest authorities of the CPC, according to China’s official explanation of its political system. The current CCCPC, which was elected in 2017, comprises 204 members and 172 alternate members. (Xinhua has a full list of the members.) President Xi Jinping is the general secretary, or the head, of the CCCPC.

    Close

    Central Committee of the Communist Party of China: The Central Committee of the Communist Party of China (CCCPC) is a political organ consisting of the country’s most senior officials. The committee is elected every five years by the National People’s… Read More

    On climate-related issues, the Politburo demanded that the nation “carry out the carbon-peaking and carbon neutrality work in a coordinated and orderly manner (要统筹有序做好碳达峰、碳中和工作)”, as well as introduce an action plan “as soon as possible” to lead the nation’s emission-peaking endeavour.

    It employed bureaucratic lingo and commanded the country to “stick to a single game nationwide”, “rectify campaign-style emission reduction” and “establish before breaking”.

    The meeting then instructed officials to “resolutely contain the blind development of ‘dual-high’ projects (坚决遏制“两高”项目盲目发展)” – a goal set by the 14th five-year plan and highlighted by various leaders after that – and ensure a stable electricity supply during peak demand in summer. 

    ‘Dual-high’ projects: “Dual-high” projects is a term used by Chinese authorities to refer to projects with “high” energy consumption and “high” emissions. The two “highs” used to stand for “high” energy consumption and “high” polluting, but their definitions have evolved since president Xi Jinping pledged in late 2020 that China would peak carbon emissions before 2030 and achieve carbon neutrality before 2060. In April 2021, Xi instructed senior officials that “high energy consumption and high-emission projects that don’t meet requirements should be resolutely taken down” to help the country hit its emission targets.Close
    ‘Dual-high’ projects: “Dual-high” projects is a term used by Chinese authorities to refer to projects with “high” energy consumption and “high” emissions. The two “highs” used to stand for “high” energy consumption and “high”… Read More

    Separately, the meeting directed the nation to “support ‘new energy’ vehicles for their accelerating development (支持新能源汽车加快发展)”. In China, “new energy” vehicles mainly include pure electric vehicles, plug-in hybrid vehicles and fuel-cell vehicles. The development of the industry has been listed as a national strategy since 2012.

    All of the above instructions were relayed to the public on the same day by Xinhua and Xinwen Lianbo, a prime time daily news programme from CCTV, the state broadcaster. 

    News anchor reporting on the Politburo meeting on 30 July
    Above, a screenshot of a news clip from China’s state broadcaster, CCTV, shows a news anchor reporting on the Politburo meeting on 30 July. Credit: Xinwen Lianbo/Central China Television Station.

    The news came after Xie Zhenhua, China’s special envoy for climate change, said that China would “gradually release” a “top-level design plan” – described as the “1+N framework” – for its climate goals. (Read last week’s China Briefing for details.) It also came after the central government formed a high-level climate “leaders group” in late May to direct the country’s emission-reducing efforts. 

    Moreover, last week, a Chinese environment official warned of “very serious” consequences if “dual-high” projects were allowed to “develop blindly”. The official made the remarks during a press conference on Monday while giving updates on the latest round of top-level inspection by the Central Ecological and Environmental Inspection team. (See Carbon Brief’s in-depth Q&A about the inspection team.)

    Avoid ‘campaign-style’ emission reduction

    Bloomberg reported that these new instructions signified a “soften[ing] tone” from China on its climate ambition “amid power shortages”. The newswire wrote: “China’s top policymakers urged an easing of the aggressive measures taken to reduce carbon emissions as Beijing balances economic health with its climate goals.”

    Economic Daily, a newspaper published by China’s State Council, the nation’s administrative authority, mentioned the power shortfalls that hit some Chinese provinces recently while reporting about the instructions. Although the state-run outlet did not link the two directly, it asked: “How to realise the goals of peaking carbon emissions by 2030 and achieving carbon neutrality by 2060 in a big country that has not completed industrialisation? How to reduce CO2 emissions significantly while guaranteeing the power supply needed for economic and social development?”

    Prof Qi Ye from the School of Public Policy and Management at Tsinghua University in Beijing said that the Politburo’s instructions were a “timely and accurate warning and correction” to the “signs of campaign-style ‘carbon reduction’ in some areas”. Prof Qi made the comments during an interview with Yicai, a financial website affiliated with state-run Shanghai Media Group.

    Prof Alex Wang, the faculty co-director of the Emmett Institute on Climate Change and the Environment of UCLA School of Law, tells Carbon Brief that, in broad terms, the instructions are “a continuation of the push” to pursue the 2030 and 2060 climate goals. But he notes that they were delivered in “an intriguing dialectic”.

    He explains that the top leadership was ordering regional governments to move towards the climate goals in a “rational” and “strategic” way that takes into consideration other national plans, such as the economy and energy supply.

    Prof Wang notes that the instruction of “rectify[ing] campaign-style emission reduction” is a call to urge local officials to avoid the “sometimes wild attempts” of meeting targets. He says that some local officials’ actions can often be “last minute” after slow starts to implementing required rules. 

    His view is echoed by Caijing, a Chinese financial media. In an article from Monday, Caijing said: “Carbon peaking and carbon neutrality are long-term tasks. Although to reduce carbon [emissions] without respecting rules and in a ‘Great Leap Forward’ style may indeed lead to the realisation of emission-reducing goals, it may also lead to other problems that cannot be ignored.”

    Chinese regional governments have in the past taken drastic measures right before the deadline to hit their assigned energy targets. For example, in late 2010, the authority of Anping county in Hebei province halted the electricity supply not only to energy-intensive enterprises, but also its residents in a bid to reach the energy-control goals set by the 11th five-year plan, which ran from 2006 to 2010. 

    Local officials later had to apologise to the public for its “lack of consideration and simple methods”. Xie Zhenhua, then deputy director of the National Development and Reform Commission, publicly criticised the Anping government’s approach, calling it “wrong” and “go[ing] against our original intention of saving energy and reducing emissions”. The incident was widely covered by state-run media outlets, such as China News Service and Beijing News, at the time. It was used as a case study in a paper from 2013 by Prof Wang, who assessed China’s environmental evaluation system in the context of the energy-saving and emission-reducing goals of the 11th five-year plan.

    Similar cases also happened in Zhejiang province last year when the region, just south of Shanghai, tried to meet the energy-control objectives outlined in the 13th five-year plan, which ran from 2016 to 2020. Local officials resorted to limiting electricity consumption and cutting off electricity at the end of last year to achieve its goal. The move forced many factories to halt production and left a large number of residents without heating in winter. (Read Carbon Brief’s in-depth Q&A on the 14th five-year plan for more.) 

    According to Prof Yuan Jiahai from the School of Economics and Management at North China Electric Power University in Beijing, the new instructions do not mean that China is softening its tone on climate change. Prof Yuan says that, on the contrary, they suggest that Beijing’s climate policy “will only get stricter and stricter”. He explains his understanding of the term “rectify[ing] campaign-style emission reduction” to Carbon Brief:

    “First, [the central government] hopes to correct the ‘chaotic actions’ [in emissions reduction] which have not been recognised by the system. Second, it hopes to correct the simple and crude understanding that economic development can be sacrificed for reducing emissions. Third, it signals an accelerated introduction of the top-level climate plan to guide regions and industries’ to reduce emissions in an orderly fashion.”

    Dr Guo Li, research associate of Lau China Institute at King’s College London, has slightly different opinions. She says that the instructions imply a softening of the tone in the short term, “but not necessarily so in the long term”. 

    She tells Carbon Brief that the central government has perceived “overheating and disruptions” in the nation’s climate action and “want to curb the repercussions”.

    Engineers-carry-out-maintenance-work-on-electric-cables
    Engineers carry out maintenance work on electric cables to ensure stable power supply during peak demand in summer on 14 July 2021 in Wuzhou, Guangxi province in China. Credit: Oriental Image.

    What do the other orders mean? 

    The other two instructions – which called on the country “to stick to a single game nationwide” and “establish before breaking” – had never been mentioned by China’s top policymakers in reference to the nation’s climate goals. But both phrases can be linked to influential Chinese leaders from the past. 

    The term “a single game nationwide” comes from Deng Xiaoping, who first proposed an economic open-up of the country in the late 1970s. According to People’s Daily, the official newspaper of the Communist Party of China, Deng once said that “compared to capitalism, socialism has the advantage of playing a single game nationwide – to concentrate its efforts on ensuring [the completion of] key issues.” Those words have served as a guideline in China’s social and economic development over the years. It is also China’s strategy to combat the Covid-19 pandemic.

    The other term, “establish before breaking”, is a derivative of a slogan from Chairman Mao, the founding father of the People’s Republic of China. The original term, which translates directly as “no breaking no establishing” (不破不立), means that one can only establish new rules after breaking the old ones. It was first used by Mao in a speech in 1940.

    Deng Xiaoping speaking at the Communist Party Congress in Beijing
    Deng Xiaoping speaking at the Communist Party Congress in Beijing. Credit: Keystone Press / Alamy Stock Photo.

    Prof Yuan says that these two phrases represent the central government’s strategy to tackle the problem of “campaign-style emission reduction”. He tells Carbon Brief that “stick[ing] to a single game nationwide” means that a “top-level” plan for the climate goals is crucial. He explains: 

    “This refers to the blueprints and action plans for peaking emissions and carbon neutrality on a national level. And [it also refers to] the implementation strategies for key industries including electricity, iron and steel, non-ferrous metals, petrochemical and chemical, building materials, construction, transportation and others.”

    Prof Yuan says that the order also calls for moves to facilitate technological innovation, improve carbon sink capacity and enhance green finance. He notes that the instructions imply that key sectors and enterprises will formulate their respective goals and action plans under the 2030 and 2060 climate goals “scientifically”, guided by the top-level plan. He continues:

    “Only such a top-down and then bottom-up approach can guarantee solid and overall implementation of the ‘dual-carbon’ goals. As a result, those targets and plans would be feasible as they combine the characteristics of regions, industries and key enterprises.”

    Prof Lin Boqiang, dean of China Institute for Energy Policy Studies at Xiamen University, has explained the meaning of “establish[ing] before breaking” to Shanghai-based financial outlet Yicai

    ‘Dual carbon’ goals: “Dual carbon” goals refer to China’s two climate goals announced by president Xi Jinping at the 75th session of the United Nations General Assembly in September 2020. President Xi announced that China would reach its carbon emissions peak before 2030 and become “carbon neutral” before 2060. However, it remains unclear if the latter goal refers to the neutrality of carbon dioxide (CO2) emissions or all greenhouse gas emissions. More broadly speaking, “dual carbon” goals also include China’s further climate commitments for 2030 announced by Xi at the Climate Ambition Summit in December 2020. The additional targets include a 65% drop in CO2 emissions per unit of GDP compared to the 2005 level.Close
    ‘Dual carbon’ goals: “Dual carbon” goals refer to China’s two climate goals announced by president Xi Jinping at the 75th session of the United Nations General Assembly in September 2020. President Xi announced that China… Read More

    In Prof Lin’s opinion, the term means that the leadership wants officials to prioritise building emission-curbing infrastructures before conducting decarbonisation. He noted that this would allow relevant authorities to meet their emission targets on the back of ensuring a smooth operation of the economy. He told Yicai that the infrastructure could include a “new energy” system, a reformed electricity system and a carbon market. 

    Dr Guo from King’s College London says that, on the one hand, the directives emphasise that the nation’s climate goals must be achieved with “total planning” and “in an orderly fashion”. She explains that the meeting promised that the top policymakers would “release a national action plan ‘as soon as possible’ so the economic departments and local and provincial governments can make decisions and plans accordingly”.

    But she points out that, on the other hand, the strong wording against “campaign-style emission reduction” is followed by insistence on coordinated national responses as well as “establish[ing new rules] before breaking [old rules]”. This indicates “the intention for cooling down aggressive measures and initiatives”, Dr Guo says. 

    Why are they important to China’s climate goals?

    The new instructions from the Politburo show the central government’s attempt to balance its climate pledges and its economic growth, according to Prof Yuan from North China Electric Power University. He says:

    “China aims to accomplish the biggest reduction of carbon intensity – the amount of CO2 produced per unit of gross domestic product (GDP) – in the world. It also aims to use the shortest time in history to achieve carbon neutrality after reaching the emission peak. This, without doubt, is a tough battle and calls for early plans and timely actions.”

    Prof Yuan says that one of China’s challenges is that its climate agenda partially collides with the government’s goal of lifting the nation’s per capita GDP from $10,000 to $20,000 between 2020 and 2035 – a complicated task in its own right. He adds:

    “To strive towards the dual-carbon goals while restructuring the economy, one can only imagine the difficulties and the complexity [of the mission].”

    ‘New energy’: China has not given an official definition of “new energy” so far. But, according to a book published by Tsinghua University, the term refers to the renewable energy developed and utilised using “new technologies”. It covers solar, hydro, wind power, biomass energy and hydrogen fuel, among other energy forms. Another book describes “new energy” as alternative energy, which represents “all energy forms outside traditional energy”. China’s National Energy Administration said in 2021 that the country was promoting “new energy” as the main body of electricity supply in its “new style” electric power system to achieve its climate goals.

    Close

    ‘New energy’: China has not given an official definition of “new energy” so far. But, according to a book published by Tsinghua University, the term refers to the renewable energy developed and utilised using… Read More

    Prof Yuan highlights that the first plenary meeting of China’s climate “leaders group” in late May had already instructed officials to follow a forthcoming “top-level” plan and “respect the rules” while meeting emission targets. It had also ordered officials to be realistic and practical while managing “the rhythm” of their work. 

    However, “in the actual work of different industries, local governments and state-owned enterprises, there are still many discrepancies and misunderstandings in how to implement the dual-carbon goals”, Prof Yuan points out. 

    He explains that one of these discrepancies is whether or not officials should shut down coal mines right away. Another is whether they should immediately close coal-fired power plants and stop building new ones.

    According to Dr Guo, the directives signal that the central government is issuing strong cautions against “economically and socially disruptive actions” in emission reduction. She says: 

    “I can see the significance for climate targets on at least two levels in the short term: First, it means scaling back from overly ambitious policy targets and measures; Second, it prefers a top-down policy style with careful but strong central planning and control.”

    From Prof Wang’s point of view, the significance of top-down political orders, such as the new ones, is that they guide policymakers. Furthermore, he says that the bureaucracy understands that these statements could have consequences down the road for those who do not comply.

    However, Prof Wang also has concerns about the new orders. He says:

    “The phrases are so general that they are open to many interpretations and below [the Politburo level], many battles will be fought to shape the meaning. Given the dialectical nature of the statement, which highlights conflicting priorities that need to be reconciled, it is even less clear how the principles will be implemented.”

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  • Best Fashion & Retail Marketing Agencies in the UK with Great Case Studies – Digital Marketing

    Best Fashion & Retail Marketing Agencies in the UK with Great Case Studies – Digital Marketing

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    Fashion & retail marketing agencies can help you meet your needs in creating a winning strategy. They will make new potential customers notice your brand at scale. Therefore, you should know the best fashion & retail marketing agencies in the UK with great case studies. These agencies are providing the greatest services.

    As you know, the fashion industry is in a world of competition between brands. In this world, you need to have all the necessary tools to ensure the survival and development of your brand. With the best fashion & retail marketing agencies, you can become a reliable and successful brand. And they can create effective strategies that increase loyalty, attract and retain your customers.

    Fashion & retail marketing agencies

    All of the agencies we will offer you have the potential to make you stand out from the competition using proven techniques and data-based strategies. Firstly, thanks to the greatest approaches, they can accelerate your sales. Their teams will increase your turnover with the best fashion & retail marketing agents.

    Working with agencies serving in your industry also greatly contributes to providing transparency and trust in your interactions with customers. You can save time and money by incorporating the useful tactics these agencies will provide. And you can also contribute much more from all these services.

    Here, we have listed the best fashion & retail agencies in the UK with great case studies:

    • Digital Media Team
    • CEEK Marketing
    • Outible
    • Pixated
    • Croud
    • KOTA
    • Digital Uncut
    • Impression
    • Digital Cake
    • Distinction
    Fashion & retail marketing agenciesFashion & retail marketing agencies

    Digital Media Team is a digital media agency specializing in paid advertising for companies. They are experts in

    • generating exposure,
    • driving revenue, and
    • growing e-commerce brands, with several years of experience in the digital industry, both in-house and on the agency side. 

    As the only Premium Facebook Business Partner outside of the capital, they offer outstanding services without the London price tag. Their partnership with Facebook ranks in the top 5% of digital marketing agencies worldwide.

    They have a wide range of services such as email marketing, paid social, design, PPC & Google ads, Shopify websites, amazon marketing services, and more. From your website through to your paid social, their range of digital marketing services maps out every step of your brand’s journey. They will surely match you with the services that meet your business goals, helping you grow and scale your brand to new heights.

    Fashion & retail marketing agenciesFashion & retail marketing agencies

    CEEK Marketing is a digital marketing and social media consulting agency based in London. Their unique marketing methodologies ensure your business is seen by target customers online and via social media.

    Their team of marketing experts has a great passion for digital marketing. They make great partnerships with you to get stronger on social media using other marketing channels such as

    • search engine optimization,
    • influencer marketing, and
    • paid to target campaigns.

    With its expertise in unique approaches, amplifying brand awareness, increasing revenue, leveraging technology, CEEK Marketing offers you many excellent services such as content creation, web development, search engine marketing, paid targeting, inbound marketing, video production, digital PR, and more.

    Fashion & retail marketing agenciesFashion & retail marketing agencies

    Outible is a professional digital agency based in Liverpool, UK. Its team of passionate experts works together to develop and support enterprise-level software. There is no doubt that their works are cleaner, valuable, maintainable and future-proof, and also less intrusive.

    They have all of the jobs required for a complete software development process. Their development staff has a diverse range of capabilities and is knowledgeable in a variety of programming languages and development tools.

    Focusing solely on your business needs, they discuss solutions freely, always provide transparent, and honest timetables, and follow up on a frequent basis. Moreover, they stay positive and realistic to deliver outstanding services like

    • website development,
    • app development,
    • SaaS solutions,
    • search engine optimization,
    • project management,
    • UX design,
    • content creation,
    • enterprise-level support, and more to all of their clients.
    Fashion & retail marketing agenciesFashion & retail marketing agencies

    Pixated is one of the best fashion & retail marketing agencies in the UK. It is a performance marketing and web design agency. Likewise, the team has a proven track record for scaling up some of the most exciting brands.

    Above all, its talented and experienced team of experts is specialized in crafting high-converting campaigns geared towards generating the best ROI for ambitious brands around the world. They have all the experience and industry-leading knowledge required to transform your online performance into a brand to be proud of.

    Pixated will surely delight you with the excellent results coming from its consistent strategies. Their efforts will be characterizing your impressive online presence and significant services. For instance, they may help you with

    • web design,
    • app marketing,
    • web development,
    • email marketing,
    • PPC marketing,
    • digital strategy,
    • UX design, etc.

    Croud is a global digital agency founded in 2011 that connects data, technology, and creativity to drive business performance. It has a wide range of partnerships with some of the world’s leading brands such as Avon, UGG, Vans, International Workplace Group, and more. Its in-house experts based in the UK, USA, and Australia are recognized by many industries for their skills and innovations.

    When you work with Croud’s multinational team, you will benefit from the expertise and experience of some of the brightest digital strategists, planners, and practitioners. Using a unique model that enables a more in-depth understanding of your business, its team will deliver truly transformative results.

    In addition, experienced in many industries including fashion and retail marketing, Croud gives several services:

    • digital experience and performance,
    • data solutions,
    • global growth,
    • in-housing solutions,
    • digital strategy,
    • content marketing, and more.

    KOTA is an international award-winning creative web design and branding agency based in London. Firstly, it is a progressive and insightful design agency. The team is technically and creatively skilled to translate your brand into its best digital self. Moreover, its creative team’s design and development approach create impactful, engaging brands and immersive digital experiences. That’s how they bring you a return on creativity.

    KOTA’s international team of designers, developers, and strategists specialize in many services such as

    • branding,
    • web development,
    • digital marketing,
    • web design,
    • WordPress,
    • e-Commerce, and more.

    The agency will focus on bringing your brand to the digital world in the most effective way. Finally, KOTA will give you impressive results with their background of experience in numerous industries including fashion and retail marketing.

    Digital Uncut is a digital agency that enables startups to fast forward their growth by delivering expert and innovative services. It provides the strategy and expert execution that your brand needs for growth.

    Because of its greatest techniques, it will get transformation to your entire digital marketing strategy. Its talented professionals help your fashion brand to stand out with all the effective types of campaigns.

    Digital Uncut offers you many services such as

    • SEO,
    • content creation,
    • PPC,
    • web development,
    • digital graphic design,
    • digital PR,
    • data analysis,
    • consultancy, and more.

    Impression is one of the best fashion and retail marketing agencies in the UK. The agency is a multi-award-winning, international performance agency. The team has been a strategic partner to the world’s most exciting and ambitious brands, making growth potential a reality.

    After all, this trusted agency can be a great partner for your brand’s growth with its high-calibre strategic specialists. They are passionate about doing the best work they can and pushing new technology to its limits.

    Impression delivers best-in-class digital campaigns and services. The team has been recognized in the form of awards at both a national and global level with

    • SEO,
    • PPC,
    • digital PR,
    • content marketing,
    • analytics,
    • CRO, and more.

    Digital Cake is a full-service agency based in London that has a speciality in providing strategy, Shopify builds, boost in social media activity, SEO strategy digital marketing to start-up and fast-growing digital business. Therefore, they bring their experience and expertise to a new generation of online entrepreneurs.

    Its expert team knows exactly how to deliver the results that you need. Moreover, their method is going step by step by defining ideas, building and executing, measuring, optimizing, and reaching the best results.

    Digital Cake has a great number of services such as

    • website development,
    • digital strategy,
    • marketing,
    • Shopify development,
    • SEO, and more with its work history full of experiences from many industries.

    Distinction is a digital agency approaching digital product development from the outside-in. And, they also use active strategies that launch to market quickly and stay ahead of the competition. Its creative team can deliver results using its tried and tested strategies.

    Distinction professionals use the technologies and strategies for several purposes: to know your customer, explore new sales channels, adopt data, automate every task, and know your goal. Consequently, all are very helpful in growing your brand’s recognition.

    This award-winning digital agency offers you a wide range of services such as

    • content marketing,
    • SEO,
    • e-commerce,
    • PPC marketing,
    • UX design,
    • software development,
    • inbound marketing,
    • digital strategy, and more.

    Conclusion 

    In conclusion, we have listed the best fashion & retail marketing agencies in the UK with great case studies above for you. In short, these agencies create the best digital infrastructure to help your brand succeed in the competitive fashion world. Working with one of them, you can stand out from the competition using their proven techniques and strategies based on data. When you trust and start a partnership with them, you will get the greatest results.

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  • Step by Step! – Media

    Step by Step! – Media

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    instragram

     Save time and schedule your posts on Feed or Stories in 3 simple steps. It’s quick and easy!

    Before you start:

    Instagram currently divides accounts into two categories: Professional -which in turn is divided into Business and Creator– and Personal.

    Each offers different advantages, as they also have different functions. The best option for you will depend on how you use Instagram. You can learn more about how to turn your Personal Instagram account into a Professional one here

    On Postcron, you will be able to schedule and post automatically to Business accounts, without notifications or reminders. However, you can only publish posts in your Feed.

    On the other hand, on a Personal account you must finish your posts through a notification sent by the Postcron app. This method allows you to schedule posts for both Feed and Stories, while still taking advantage of all the Instagram features when you finish the post on their app!

    In other words, at Postcron, we divide the types of Instagram social accounts according to the posting dynamics: Business accounts will have automatic posting enabled and accounts linked as Personal will work with notifications.

    You can add any type of Instagram account to post with notifications, the same way as a Personal account works on Postcron. But you can only add as a Business account the ones that meet the requirements for this type of account. If you are interested in posting automatically on Instagram, read more in this related article!

     

    Why should you schedule Instagram posts with notifications?

    If you still aren’t sure about the benefits of using notifications to publish Instagram posts with Postcron, here are some tips that may interest you:

    • Save time posting and get more time to plan: take care of the consistency and quality of your content and how they impact your social media strategy.
    • Post daily and at the appropriate times: check your analytics and schedule your post for the time span your audience shows more interest.
    • Use Postcron’s Hashtag finder to increase the reach of your posts.
    • Optimize the aesthetics and quality of your posts with ArtStudio, the ideal tool for designing your posts for all your social networks.
    • Integrate WhatsApp to your social media strategy with Postcron’s free link generator.

    How to add Instagram accounts on Postcron to post with notifications?

    It’s very easy! With only two steps you can start scheduling and managing your Instagram posts. Click on the Instagram icon under “Add Accounts” and then on “Personal.”

    Add account

    Name your account in a way that will be easy for you to identify to which account your posts belong to when you post them (you don’t have to log into Instagram or give us your username and password).

    When you get the notification on your mobile device, it will show the account’s name as chosen on Postcron; so we recommend that the name you choose is your Instagram handle (or a name that helps you easily identify which Instagram account the post belongs to), so you can know if you need to switch accounts on the Instagram app before posting (if you only have one account, disregard this).

    You can also add your Business account using this method, as this would enable you to post with notifications as well, and schedule Stories!

     

    Here are some things you need to keep in mind before you start scheduling posts on Instagram with Postcron:

    1. Download the Postcron mobile App (if you haven’t done it yet): from the App Store or Google Play.
    2. Make sure that on the Postcron App you log into the same Postcron account you are logged on the website.

    Also make sure to log into the Instagram accounts you’ll be posting to on the Instagram App.

     

    Linked Instagram accounts

    This is how you can switch between your logged in Instagram accounts on the Instagram app.

    STEP 1: Create a Feed post or story for Instagram. From either the web version or the app.

    Schedule Instagram posts

    1. On Postcron’s publisher, add the photo or video you want to post to Instagram
    2. Type the caption for your post.
    3. Click on Schedule and select the date and time you want your post to be posted.

    STEP 2: Check and approve your posts from your mobile device

    notificaciones push

     

    1.You will receive a push notification on your mobile device at the exact time your post was scheduled.

    Notifications
    2. Before moving on, make sure to log into the Instagram account your post belongs to on the Instagram app. You will be able to preview to which social account your post belongs to on the notification (if you only have one Instagram account, skip this step).

    Check your Instagram account

     

    3. Open the notification and check your post, then click on “Continue on Instagram”.

    Continue on Instagram

    STEP 3: Finish your posts on Instagram

    publicar en instagram

    1. You will be redirected to Instagram and you will be able to choose to post to either the Feed or Stories.

    Share on Instagram

    Feed or Stories

    1. Edit the post the way you want on the Instagram app.
    2. The caption for the post will be in your clipboard, to add it just paste it on the text box.

    Paste caption

    When you are ready, click “Next” and then “Share”!

     

    That is all! Easy, right? Now you can schedule and publish your Instagram posts, while also improving your content strategy. We hope our tools can help you grow your audience and to become a master of the number one social media platform! 

     

    Frequently asked questions:

    A. I’m not receiving the notifications

    Check some frequent notification issues to make sure your Instagram posts arrive on time! If you created the posts from Postcron’s web version, make sure you are logged into the same Postcron account on the app! Go to the Notification Settings on your mobile phone and make sure you enable Postcron notifications. We recommend that you check more information on how to manage notifications on your mobile device:

    B. How many Instagram accounts can I link to my device?

    Instagram limits the number of accounts per device to 5. Within that limit you can quickly switch between them without having to login again. For more information, visit Instagram’s support page.

    C. How are the push notifications?

    You will see them as notifications on the mobile device with the Postcron app installed and that’s logged into your Postcron account. On them you will see which Instagram account your post belongs to. We recommend checking if you are logged into the correct account before opening the notification.

    D. How many posts can I post per day?

    With the notifications dynamic (Personal Instagram accounts) you can post up to 140 posts (Feed or Story) to each Instagram account per day. With direct posting (Business Instagram accounts) you can post up to 25 posts (Feed only) per day. 

     

    Are you ready to start scheduling your Instagram posts? Start today with Postcron!

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  • Let’s Talk About Spanish PPC – SEO

    Let’s Talk About Spanish PPC – SEO

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    Spanish-PPC-Twitter

    As digital marketers, we have all been there — stuck on what to do next and trying to reinvent the wheel. We know what it is like to run out of ideas, to try every strategy, to test every new feature until we get to that point where we have done it all. And then what?

    What if I tell you that in order to come out on top, you don’t need to reinvent things? What if you can try something new while barely changing the way you do things now? What I am talking about is keeping in place all the strategies you know work, along with all the content you know sells, and then simply translating them into the second-most spoken language in the United States.

    Español.

    Why should we focus on Spanish over all other languages?

    Screen Shot 2021-07-22 at 12-14-19 PM-png

    This is a very fair question as there are hundreds of languages spoken in households all across the United States. Over 20% of Americans are bilingual and this segment of the population has more than doubled in the last 30 years. Additionally, the percentage of languages spoken at home is on the rise, from Spanish to Tagalog.

    With so many language options to choose from, the reason I am focusing on Spanish is because, besides English, it is the most commonly-spoken language in the United States.

    And since we are on the subject of bilingual speakers, I have a myth to bust. Most marketers believe that bilingual strategies will only be effective in major metropolitan areas. For this reason, it is not uncommon to see billboard and public transit ads in other languages posted in New York City or Los Angeles. However, these same billboard and public transit ads are not utilized outside major cities and, furthermore, are rarely used in digital marketing. But when you look at the map of the United States and evaluate the number who speak a foreign language at home, you can find pockets of speakers in every state. In fact, the state with the largest percentage increase of foreign language speakers at home was Nevada with a 1,088% increase since 1980. 

    Screen Shot 2021-07-22 at 12.18.15 PM

    The Hispanic population is made up of 60.5 million people which comprises nearly 20% of the country’s population. The United States has more Spanish speakers than every country other than Mexico. Hispanics are the fastest growing segment of the U.S. population; for every two people added to the population, one is Hispanic.

    Hispanics represent 20 different nationalities, but the U.S. population has a large percentage coming from Mexico, Cuba, and Puerto Rico.

    The Hispanic consumer is very important to the U.S. economy because they control $1.5 trillion in buying power. This is up 212% from the last decade! Not only that, their consumption of products and services has increased by 42% in the same time period. Additionally, studies show that 66% of U.S. Hispanics pay attention to online ads and — more importantly — 93% take action after seeing the ads online, rendering them an incredible asset to the world of digital marketing. 

    The real question we need to be asking ourselves is, if they represent such a significant portion of our online population, why is no one talking to them online? They represent a significant portion of the population, they have money, and they have a big desire to spend it. 

    Why should digital marketers invest in Spanish?

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    Let’s dig into how to actually implement the strategy (that is not technically a strategy).

    Setting up a campaign correctly

    Like with any experiment, we need to follow the scientific method and separate our variables. These campaigns should be treated as a test and each language should be tested out separately. The test budget I recommend is 20-30% of what you would normally spend in a campaign. In terms of their setup, there are a few nuances we want to watch out for when considering bilingual campaigns. In the language setting, I like to add the language I am testing, as well as the main language of the country; in this case, English.

    Another important thing to consider when setting up ad scheduling, is time zones. Google Ads and Bing Ads treat this feature very differently. In Google, we are looking at the time zone in which the account is created and, in Bing, the time zone of the end user. If you are testing bilingual and international campaigns, make sure you are not scheduling them during times your target audience is sleeping.

    The rest is quite easy because you have already done the heavy lifting and testing. You will keep the structure the same and begin by simply selecting a few of your best-performing ad groups, or 30-50 of the top-performing keywords.

    Translation

    Translating ads is costly unless you can do it yourself. I know that not everyone has the knowledge or confidence to do it on their own, so I usually recommend a free tool like Google Translate. Even as a native speaker, I use this tool to double check my own work.

    Free tools like Google Translate do a great job, but can be very time-consuming if a large amount of keywords or ad copy translation is needed. One of my favorite hacks in Google Sheets is using the Google Translate function. GoogleTranslate allows you to, in seconds, translate everything efficiently.

    Screen Shot 2021-07-22 at 12.36.20 PM

    I always suggest having a native Spanish speaker double check your work if possible because, like all languages, the meaning and words can vary greatly, depending where you are from. 

    I attended the Women in Search and Digital Marketing Speak My Language Conference and learned that the word we use in the United States for pants is not the same everywhere else. If you were to use that same word in the United Kingdom, you would instead be referring to underpants.If you are a clothing retailer in the United Kingdom, this is vital information. You could be bidding on a word with incorrect intent, missing out on all the good clicks by not using the proper term — trousers. That is just one example of the importance of using the correct verbiage in a multilingual country. Within the Spanish language, 20 countries are represented, and so a term as simple as bus may be completely different elsewhere, depending on your country of origin.

    Even if you do not have a Spanish coworker or friend to assist you, there are some noteworthy places to ask for help. Twitter and Reddit have large communities with people from all over the world to help translate or double check your work.

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    Important Ad Copy Considerations

    Crafting the correct ad copy is important when reaching any audience, but crafting the perfect message in a language that may not be your own is a Herculean task. Thankfully, the Spanish speakers in the United States are an easy audience to work with. Though they are used to consuming their online media in English, the majority are at home speaking purely Spanish, or at least bilingually, with low expectations in regards to the quality of the online content. Fifty-two percent are using English browser settings, not as a preference, but because they have no other choice. 

    Screen Shot 2021-07-22 at 12.42.59 PM

    When viewing ads, 88% of Hispanics will pay attention regardless of language when it includes an aspect of their culture. Obviously, the best practice here is to translate your ads 100%, but I also believe it is ok to translate 50% or even to not translate at all. The goal we are trying to achieve here is to show searchers quality information the first time they try looking for it. In the SERP, it is ok to have an English ad pointing to a Spanish keyword, because you will most likely be one of the few trying to fight for that space and make it to the top. It is better to have a well-written English ad than a Spanish ad with mistakes.

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    Mobile 

    Hispanics spend two more hours per week using their smartphones than all other demographics in the United States. Having a mobile plan is key to reach this audience. In fact, 68% of Hispanics who are searching on Google do it on a mobile device. Bidding higher on mobile, crafting mobile-specific ads, and creating Call-Only Campaigns could prove very successful as a bilingual mobile strategy.

    YouTube

    Advertising on YouTube is an essential part of reaching the Hispanic audience of the United States. Why? Because according to Neilsen, more Hispanics watch YouTube than any other cable network. When creating video content, we have good news — there is no need to translate these ads (which is a much more complex endeavor than text translation). Sixty percent of Hispanics watch content in English the majority of the time. Don’t forget to award yourself bonus points for including aspects of Hispanic culture to videos targeted to this audience!

    What I find is interesting is how 75% of Hispanics use YouTube to learn about new products and to make informed purchasing decisions.

    As you can see, Spanish PPC is a powerful way to connect with new users without having to break your formula or the bank. It also has another huge benefit — it opens the door to making searching online accessible for all. By simply translating or including elements of a different culture into keywords and ads, we are extending an open invitation for people to feel comfortable and catered to when searching online.

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  • China-linked APT groups target telecom companies in Southeast Asia – Cyber Security

    China-linked APT groups target telecom companies in Southeast Asia – Cyber Security

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    China linked APT groups have targeted networks of at least five major telecommunications companies operating in Southeast Asia since 2017.

    Cybereason researchers identified three clusters of activity associated with China-linked threat actors that carried out a series of attacks against networks of at least five major telecommunications companies located in South Asia since 2017.

    “The goal of the attackers behind these intrusions was to gain and maintain continuous access to telecommunication providers and to facilitate cyber espionage by collecting sensitive information, compromising high-profile business assets such as the billing servers that contain Call Detail Record (CDR) data, as well as key network components such as the Domain Controllers, Web Servers and Microsoft Exchange servers,” states the report published by Cybereason.

    The three clusters were linked to the China-linked APT groups tracked as Soft Cell (aka Gallium), Naikon APT (aka APT30 or Lotus Panda), and TG-3390 (aka APT27 or Emissary Panda).

    Below are the details of each cluster:

    • Cluster A: Operated by Soft Cell, the activity associated with this cluster started in 2018 and continued through Q1 2021.
    • Cluster B: Operated by the Naikon APT, the activity associated with this cluster was first observed in Q4 2020 and continued through Q1 2021.
    • Cluster C: It was classified by Cybereason as a “mini-cluster” with a unique OWA backdoor that was deployed by cyberspies across multiple Microsoft Exchange and IIS servers. The analysis of the backdoor shows many similarities with a known backdoor, tracked as Iron Tiger, employed in campaigns conducted by the Group-3390 (APT27 / Emissary Panda). The activity related to this cluster was observed between 2017 and Q1 2021.
    China-linked APT groups

    The attackers spent a significant effort to avoid detection, like the HAFNIUM attacks, the threat actors exploited the ProxyLogon vulnerabilities affecting Microsoft Exchange Servers to gain access to the targeted networks.

    “They then proceeded to compromise critical network assets such as Domain Controllers (DC) and billing systems which contain highly sensitive information like Call Detail Record (CDR) data, allowing them access to the sensitive communications of anyone using the affected telecoms’ services.” continues the analysis..

    Naikon APT employed a backdoor tracked “Nebulae” that supports common backdoor capabilities, including the ability to collect LogicalDrive information, manipulate files and folders, download and upload files from and to the command-and-control server, list/execute/terminate processes on compromised devices.

    Experts found multiple overlaps between the activities of the clusters, below the hypothesis elaborated by the experts:

    • One hypothesis is that the clusters represent the work of two or more teams with different sets of expertise (e.g initial access team, foothold, telco-technology specialized team, etc.) all working together and reporting to the same Chinese threat actor. 
    • A second hypothesis is that there are two or more Chinese threat actors with different agendas / tasks that are aware of each other’s work and potentially even working in tandem. 
    • Another plausible hypothesis is that the clusters are not interconnected and that the threat actors are working independently with no collaboration, or even piggybacking on the access achieved by one of the actors involved. 

    Follow me on Twitter: @securityaffairs and Facebook

    Pierluigi Paganini

    (SecurityAffairs – hacking, China-linked APT)




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  • When & Why to Test Google Discovery Campaigns – Advertise

    When & Why to Test Google Discovery Campaigns – Advertise

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    When I was first digging into Discovery campaigns earlier this year, the biggest deterrent to me was the lack of control Google offers with this campaign type. While Google has been taking more and more disconcerting liberties with reducing advertiser insight into our campaigns, I’ve found that Discovery campaign performance has been solid so far.

    I want to share some strategies we’ve seen work well, as well as some reasons to consider trying out this campaign type.

    Why Discovery Campaigns?

    Expand Your Reach

    With Discovery campaigns, you get access to the Discover Feed on mobile devices. Regardless of the additional targeting layers you choose, you are getting an intent-driven placement with the Discover Feed that you don’t get with other campaign types. Additionally, as with other Display campaigns, you have the option to use Automatic targeting to further increase your reach, although I’d recommend you test this slowly and cautiously.

    In addition to the Discover Feed, your ads can show on the YouTube Home and Watch Next feeds and Gmail Promotions and Social tabs, which combined reaches a whopping 3 billion customers.

    Leverage a New Ad Type

    Discovery campaigns offer regular Responsive ads as well as a new Carousel format. You can upload up to 10 cards and create an even more eye-catching, engaging interaction for users.

    We have tended to see higher engagement rankings from our Facebook carousel ads, so testing this format here makes sense. If you have great visuals available, why not put them to work?

    Leverage Lead Forms

    Google announced last month that Lead Form ad extensions would be added to Display campaigns this year and they’re already available for YouTube and Discovery campaigns!

    To find where to add these, click into a Discovery campaign and head to the campaign settings tab to find where to set these up:

    *Note that lead forms are not available for Carousel ads at this time.

    Take Advantage of Early Adopter Stats

    I’ll cover some more data below for what we’re seeing in our Discovery campaigns, but so far we are seeing lower CPCs and higher CTRs in all Discovery campaigns as compared to regular Display campaigns with the same targeting, whether the Display campaigns are using Responsive or Banner ads.

    Our Discovery Campaign Results

    CPCs & CTRs

    For CPCs, we’re seeing anywhere from a few cents lower to 60% lower in Discovery campaigns versus standard Display campaigns.

    For CTRs, we’re seeing drastically higher metrics, from 3x to about 6x higher, in our Discovery campaigns vs standard Display campaigns – 3.93% vs 0.67%, 2.33% vs 0.80%, 2.01% vs 0.67%,etc.

    Conversion Rates & CPAs

    For conversion rates, we’re seeing better performance in Discovery campaigns. For one Sale Remarketing effort, our Discovery campaign gained leads for an $83 CPA while our standard Display campaign spent $450 with no conversions. For another Sale Remarketing effort, we saw a 1.45% conversion rate and a $42 CPA in Discovery vs a 0.56% conversion rate and a $137 CPA in standard Display.

    For an Evergreen content Remarketing effort, we saw a 2.38% conversion rate and an $18 CPA in Discovery vs a 1.16% conversion rate and a $39 CPA in standard Display.

    Site Metrics

    Overall, we’re seeing lower bounce rates, more pages visited and longer time on site for Discovery campaigns.

    Bidding Differences

    I’d like to note the difference in bidding strategies for our Discovery and regular Display campaigns. For Discovery, you can only choose tCPA bidding, which is what we have used, or Maximize Conversions. In our standard Display campaigns, we’ve used either Manual or Enhanced CPC bidding. It’d definitely be worth it for us to set up experiments to test the same target CPA strategy in our standard Display campaigns to have more of a head-to-head comparison.

    Overall, our sample size is pretty small for Discovery campaigns, but the metrics so far are promising.

    When to Test

    There are lots of worthwhile reasons to give Discovery campaigns a shot, including the following:

    • If you’ve tested standard GDN campaigns in the past and haven’t had much luck, consider giving Discovery campaigns a try. They’re more intent focused and, for now, are garnering cheaper CPCs. You could start with Remarketing to dip your toe in the water and go from there.
    • As mentioned above, Discovery campaigns could be a great, intent-focused way to grow leads for your account. Whether you’re looking to fill the top of your funnel with content offers or you’re looking to drive more bottom-funnel conversions, Discovery campaigns can work well if you’ve got good targeting in place, strong visuals, and set a reasonable target CPA for your campaigns.
    • Speaking of visuals, if you have strong images then Discovery carousel variants especially are a great way to showcase them and draw users in.

    However, if you don’t have a strong Mobile site you should reconsider testing Discovery at this time. We’ve seen more than 90% of our impressions coming from Mobile devices, so if you can’t offer a good user experience I’d try different campaign types or work on improving your Mobile experience.

    Have you tested Discovery campaigns? Let us know what you’re seeing in the comments below!

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