You don’t need to look far to come up with an example of how targeted advertising works. While reading a story in an online publication, you may have noticed an ad proclaiming discounts on kitchenware at the bottom of your screen, or you could have been scrolling through your Instagram timeline when a similar ad interrupted your flow of posts. It occurs to you that you were shopping around for a set of cheap kitchen knives just yesterday.
However, you need to be aware of several risks associated with targeted advertising as you engage with your agency.
The U.S. authorities have put in place several legislative acts to curb discrimination, such as the Fair Housing Act. This act aims to ensure landlords and real estate agents offer their products and services without religious, family, or racial bias.
In the quest to target affluent potential homeowners, the algorithm that determines who sees what ads may leave out a certain ethnic minority, leading to a perception of bias; for this reason, some social platforms and search engines have been accused of discriminatory targeting.
To be fair, Facebook and Google may not be aware that their algorithms are perpetuating such biases when creating them. But it would be a severe risk for your brand image to be associated with discriminatory advertising practices.
In addition to potentially falling foul of anti-discrimination laws, targeted advertising also introduces the risk of being perceived as engaging in unethical business practices. Recruitment agencies, for instance, can be seen as reserving specific jobs for certain genders or ethnic groups when they use the Facebook algorithm to send their ads to specific niches.
Betting firms targeting low-income youths risk being accused of siphoning money away from the poor to boost the coffers of the already rich. They can be seen as encouraging a culture of idleness among young people. Instead of spending their day searching for the best odds on betting websites, they should be on the hunt for real jobs or furthering their education.
Some conservative communities may take issue with contraceptive advertisements targeted at young men and women. Arms vendors who target their ads to neighborhoods with a history of attacks will be accused of promoting a culture of violence and endangering lives. This may feel a little unfair, considering that your intention is simply to place your products in front of people who are more likely to buy them. And the fact that you paid more to ensure your messaging reached the right audience.
Before you go live with an ad campaign, you need to be sure that it will not come with politically harmful connotations. This is why it is important to have an experienced agency on board that can help you navigate the targeted advertising minefield without inviting public backlash.
The Wrong Target
Zeroing in on a particular target audience means that you could be sacrificing sales to other market segments. So when deciding on a target, you need to be sure that it offers you the best potential return on your investment. This is why any agent worth their salt will insist on backing your choice of target audience with mounds of solid data before spending a dime on advertising.
But even with intense research, you may realize with time that another segment offers better potential for revenue than the one you have chosen. In this case, you should be flexible enough to change tact and redirect your message to the new audience.
Take a Step Back First
Targeted advertising comes with a number of risks. In addition to creating a potential PR disaster, you could find that you have poured precious advertising dollars down the drain by focusing on the wrong market segment.
You can mitigate these risks by conducting thorough research on your target audience before you embark on your campaign. Also, take the time to find out how targeted campaigns have worked or failed for your competitors in the past and learn from their results or mistakes.
6 Questions to Ask an SEO Consultant or Company Before Hiring
Hiring the right SEO consultant can cause your website to rank as one of the top search engine results pages. Hiring the wrong SEO consultant could make your website views plummet and decrease in ranking.
Types of SEO Consultants
It’s important to understand there are different types of SEO choices out there.
The first option is what’s known as individual SEO consultants. They’re freelancers who offer SEO services. The next choice is what’s known as SEO companies/agencies that have teams of SEO and SEO processes. They normally work with a larger sized company and can charge thousands of dollars.
If your business is larger and growing quickly you might want to consider in-house SEOs. They will work within your company and make sure everything SEO is running smoothly.
1. How Long Will It Take to Rank?
Pay attention to how an SEO company or consultant responds to this question. If they claim they can have you up and running in 1-2 weeks, that’s just not realistic. An SEO professional firm will research your company and give you a timeline based on competition and strategy.
2. Can You Share Results of Previous Clients?
You’ll want to see reviews, testimonials, case studies, and who their past clients were before hiring them. They should be comfortable showing your previous work from at least 2-3 clients. Watch out for SEO consultants or companies who can’t show you real businesses.
3. What Reports Will Be Received?
You’ll want to make sure you hire an SEO firm that will keep you in the loop and informed on progress. You’ll want to make sure you’re receiving a good ROI (return on investment) by following the progress.
If you’re looking for high-quality SEO and great ranking on Google, check out this site.
4. What Is the Cost Structure?
Before signing up and agreeing, the cost structure is extremely important. Find out how much of what you pay them actually goes to results and not just self-promotion for themselves.
5. Is There an Out Clause?
It’s a good idea to try out a company or consultant before signing up long-term with them. If you start with them and aren’t happy, make sure there’s an out clause. At least a 30-day notice would suffice.
Keep in mind, results take time, so give them a good 6-9 months before using them out clause.
6. Do You Follow Google’s Best Practices
For long-term traffic growth, it’s important your potential SEO company follows Google’s best practices. Google makes several algorithm changes per year, so it’s essential to find a company who keeps up with the changes.
If they don’t keep up with the algorithms, your site can be penalized, which then causes a decline in your traffic and can hurt you for years.
When you’re deciding on an SEO consultant, it’s important to keep these questions in mind. Don’t be afraid to ask more questions you’re curious about, because at the end of the day you’ll be paying them to bring progress to your site.
Would you like to learn more about everything from technology to marketing? Check out our other articles.
10 Steps To Increasing Workplace Productivity
Employees are the main backbone for both small and large businesses. You can see an increase in productivity when employees are satisfied and happy about their work. So, one of the best ways to grow your business is keeping employees happy.
1. Be Efficient
Think about how you are currently operating your business and check how you can change the way you are working. It is important to make long term and short term lists so as to prioritize tasks in a small-sized business.
Ask questions to yourself like- Is there is any way where staff members could organize their day to day tasks to accomplish their goals? Offer each of your staff members with a strategy and motivate them to make a list to do activities. Also, ensure the employees prioritize duties on time and complete tasks every day, which results in efficient working.
2. Reduce Distractions
One of the biggest productivity killers in the present scenario is social media. It is not possible to follow no phone policy but you can motivate employees to remain engaged and focused. You can allow them to take breaks once in two to three hours for better engagement.
Request your employees to switch off mobile phones. During break hours, they can check their phones and remain active in social media as they wish. This way, they will be more productive when they are at their desk.
Though it is slightly risky, delegation is helpful for enhancing job satisfaction and morale of your staff. It is almost like giving additional responsibilities to your employees. It is recommended to give duties only to qualified employees who have a good track record, experience and success in your field. By giving tasks to employees who are skilled, you can remain in the peace of mind as they do the tasks as per your expectations.
4. Have The Right Equipment And Tools
It is important to offer the right equipment and tools to employees. This way, they can do their duties on time and efficiently. In the present scenario, there are a lot of advanced equipment and gadgets that help in doing work in quick time. For instance, when you do not have a printing device, the employees have to wait for long hours to print their paperwork. It affects your entire productivity.
High quality, modern equipment, and programs make an excellent difference to the workforce and also the way the company perceives. So, save effort and time by utilizing equipment like MFP that functions as scanner, fax machine, copier, and printer.
5. Set Realistic Goals And Provide Real-time Support
Most managers experience this issue, they will not have a clear or strong idea of whether their staff members are performing well or not. Help your staffs by offering some achievable goals. Give clear direction to employees and supervisors to assist clarify expectations. It helps in increasing your productivity and also they will have clear goals and clear focus.
6. Enhance Workplace Conditions
The work environment should be comfortable with good furniture and interiors. A workspace that is comfortable should maintain temperature from 68 degrees to 70 degrees F that is between 20 and 21 C. If the workspace is too cold or too hot, it can distract the employees and affects their concentration. Due to this, the employees will be just walking with an electric fan or adjusting their coats around the office. It is necessary to make sure both the air conditioning and heating systems are in good working condition according to the relevant season.
7. Make Sure Employees Are Happy
If the workplace is stressful, you cannot expect good results. The employees who are continuously functioning under stressful situations are said to have levels of absenteeism and disengagement and be less productive. Remember, employees have to be happy. The company has to appreciate, value and respect on a personal level. It is called as gratification. It should never be missed when you want a productive workforce.
8. Practice Positive Strengths
Encourage ,motivate and reward. When your employees are performing well, tell them they are performing a good job and offer constructive criticism. Another important part is providing personal incentives when you find them doing the task perfectly. You can take them for dinner, a free coffee or offer a free holiday trip for performing tasks beyond their rules. It is recommended to share positiveness of employee to another so as to cultivate a feeling of fulfillment and also encourage others. When employees are motivated and given rewards for their hard work, they will start to put more productivity on their daily task list.
9. Get Employees Feedback
Employees give feedback on a different angle, which you can think about and implement. When you ask their feedback, you can learn lot of things from their viewpoint. You would not even think about certain things but they would have expressed in form of feedback. It is best to discuss with employees who directly interact with clients. They will know more about client’s expectations. They tell clearly what can be done to improve workplace productivity.
10. Offer Training To Employees
It is necessary to update your employees with the latest tools and technologies for better productivity. As they learn new applications and programs and implement on own, you will find a lot of change in your productivity. It will also help in increasing your productivity at a great rate. Proper training leads to greater productivity and efficiency.
Hope you find these ideas helpful for increasing your workplace productivity. Encourage remote work? Do you want to increase productivity? Do you concentrate on engagement? Share your tips and suggestions in the comment box below!
Niall Kennedy is the Creative Director at ”Preferred training networks ”. He has over 20 years of experience in Professional Development Industry. He has published 4 business books – “All Aboard the Brain Train,” “Healthy Leadership,” “Errant Workplace Behaviours,” and “Hidden Observations”.
Forex Trading Platforms What Are A Broker’s Options?
Trading platforms are the software that allows an investor to buy and sell assets on the financial markets 24 hours a day. They usually come bundled with other features, such as real-time quotes, news feeds, and charting tools. Platforms may also be tailored to specific markets, including stocks, options, currencies, or futures markets, so it’s important to understand the difference so that you can choose the right platform for your brokerage.
Why Are Fees An Important Consideration While Choosing Forex Trading Platforms?
If your clients are traders who employ scalping as their strategy, they will be looking for platforms with low fees. Lower fees are always preferable for brokers, but you should be ready for fewer features and informational research if opting for a cheaper platform.
A good trading platform must provide a broker with all the available financial instruments and as many markets as possible. If you are considering where to invest your capital, search for a Forex trading platform that will provide the most options to you as an investor.
While you’re choosing the trading platform, you must consider the interface. It should be clear, easy to use and written in your own language. Furthermore, the interface should be designed in such a way that you, the user, can intuitively navigate through the information in various modules with ease.
The configuration options of Forex trading platforms and their functionalities can be a huge benefit to startup brokers. The most useful features associated with Forex trading platforms are:
Automatic execution of transactions,
Access to market analysis and news
Changing chart types
Browsing several charts simultaneously
SMS/e-mail alarms about the investor’s position of interest and interesting investment opportunities
A cutting-edge trading platform will provide free training for users, which helps them to become more familiar with the service so that they can utilize it more effectively. Training is not only an excellent opportunity to get to know the markets and trading tools by yourself, but it is also and an advantage for your future clients, as they’re be working with a broker who is confident with the platform. Professional Forex trading platforms should also have a demo, which allows users to test the tool before they completely commit to using it.
If you are about to start up your own Forex business, you need to look through the different trading software options that are present on the market. However, there are many more things that will require your care and attention, such as creating a business account, your company’s brand name, a web presence, and advertising and marketing strategy.
In order to avoid wasting money and energy, the best way to operate would be to get started with a White Label Forex trading platform.
White Label trading software is always robustly developed and kept updated by the original developers – this way it cost less to maintain in comparison with what you would have to pay to develop your own solution. When using White Label solutions, you will receive a full package of instruments to launch your brand from the start, which means you spend less money and get a much better broker solution than you could have initially wished for.
The best White Label companies will provide you with an efficient and trustworthy Forex trading platform, such as Metatrader4. Using MT4 would give a new broker the confidence that his transactions will run smoothly and on time.
Metatrader has been at the top among users for a long time and is deservedly regarded as one of the most reputable tools in the Forex trading industry.
Why Would Brokers Go With Mt4 Instead Of The Other Software Solution?
When you choose to operate with Metatrader4 you have the freedom to trade the way you want. MT4 is the best cross-platform trading solution on the market. It works efficiently, effectively, and allows you to trade in any way that you can imagine. Thanks to the huge popularity of the platform, there are lots of tutorials guiding you on how to use it on the internet, so if you ever get stuck, you’ll easily be able to find the solution. MT4 can be customized to allow you to trade in a way that’s best suited to you as a broker, helping you to find the perfect formula for your operation.
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