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Who is Dominick Miserandino?

By
Pesach Lattin
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Dominick Miserandino is a three time internet CEO, specializing in the online publishing space. He founded one of the first online publications: TheCelebrityCafe.com.

Dominick Miserandino is an American entrepreneur, author and journalist. Most recently he was the CEO of Inquisitr.com where he saw a company wide reorganization that increased profitability and has taken the site in new, exciting directions. He’s also served as CMO for Adorama Pix and Director of Internet for Bigfoot Media. Dominick has worked as a consultant for eCommerce and publishing for the Wall Street Journal, Morgan Stanley, Hearst Publications, Scout, NASA, Goldman Sachs and other major brands. Over the past 20 years he’s worked with more than 100 different web properties and consulted with top tier digital publishers, e-commerce and app-based businesses, in addition to authoring two travel books.

Who are you, and what do you do?
I’m Dominick Miserandino, I founded TheCelebrityCafe.com the first online magazine ever, and brought it to sale. Since then I ran a few other sites like Inquisitr.com, AdoramaPix, and one or two others.

You’ve been doing “it” for a long time — did you think the internet would look the way it does today, say 20 years ago?
I never envisioned that the internet would look this way. I remember how mind-blowing it was to even work remotely 15 years ago, which is now commonplace. I even remember my first video call for a meeting which is clearly something built straight into iPhones.

But, even with all of these changes, especially with online media and publishing there are some basics in human nature that don’t change. We love reading sensationalism, media is based on eyeballs, and businesses that are run correctly and holistically seem to succeed.

These rules have held true since the early days of media even before the internet and hold true now.

That’s the one thing that has always made me happy with the changes online. Even though we still have tools that can do things faster, so many rules have remained the same

I might be able to dictate a story when I had to type it, or I could build a site in hours instead of days. That said, the rules still hold true.

What is a project you regret doing, and why? Did you learn anything from it? I’ve tried avoiding projects that lead to regret. It’s more the projects that I regretted not doing. There are times that I wish I started things sooner or took the initiative earlier

I generally don’t fall victim to that and learned a rule to always try things and jump in the water.

Sometimes, life gets in the way.

Who was the biggest influence on your business career and why?
My boss Ed, from when I worked on Wall Street.

He taught me:

1) Get to know people as people. He knew his team and loved his team as a family. We still all keep in touch to this day nearly 30 years later. It made everybody work together to their maximum abilities.

2) He always worked with honesty. It’s something I strive for, to be as honest as I can.

Shopify’s Increasing Churn Rate: Most Customers Leave within A Year

By
Pesach Lattin
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0

A Globe and Mail analysis shows that the number of Shopify stores that close down or leave the e-commerce platform is increasing at a rate of 34% per year. This is a growing problem for Shopify, as customers are complaining about lack of customer service, downtimes, and poor explanations. Below, we’ll dive into some of the potential reasons behind this trend and what it could mean for the future of Shopify.

It’s been a brutal year for Shopify’s shareholders. The e-commerce platform’s stock price is down 80% so far in 2022. Slowing e-commerce sales growth and the company’s mounting losses have weighed heavily on its shares — along with several poor hiring decisions of overpriced staff.

The Problem with Shopify
Shopify’s increasing churn rate is a problem for the company because it indicates that customers are not happy with the platform. There are several reasons why customers may be unhappy, such as lack of customer service, downtimes, and poor explanations. All of these factors can lead to a decrease in sales and an increase in the number of stores that close down or leave Shopify.

Overcharging
Many customers complained that they were overcharged by Shopify and had almost no way to get refunds despite it happening over and over again — costing them both time and money. Some customers claimed they continued to have their credit cards charged for a store, even months after closing it down.

Lack of Customer Service
One of the biggest complaints from customers is lack of customer service. This can be a major problem for Shopify because it indicates that the company is not providing the support that its customers need to succeed. Downtimes and poor explanations can also lead to a lack of customer service, which can make it difficult for Shopify to retain its customers.

Downtimes and Poor Explanations
Another major complaint from customers is downtimes and poor explanations. Downtimes can be especially frustrating for customers because it means that their store is not accessible and they cannot make sales. Poor explanations can also lead to frustration because it makes it difficult for customers to understand why their store is not working properly. If Shopify does not address these issues, it will continue to lose customers.

Customer Retention Is Key Customer retention is key for any company, but it is especially important for e-commerce platforms like Shopify. The reason for this is because e-commerce platforms rely on their customers to make sales. If Shopify wants to keep its customers, it needs to provide them with better customer service, fix its downtimes, and improve its explanations. Otherwise, it will continue to see an increase in the number of stores that close down or leave its platform.

Shopify’s increasing churn rate is a problem for the company because it indicates that customers are not happy with the platform. There are several reasons why customers may be unhappy, such as lack of customer service, downtimes, and poor explanations. All of these factors can lead to a decrease in sales and an increase in the number of stores that close down or leave Shopify. In order to successfully retain its customers, Shopify needs to address these issues and provide better support. Otherwise, it will continue to see an increase in store closures and churn rate.

Ashutosh Nagare Appointed National Lead for Performance Marketing at Interactive Avenues

By
Pesach Lattin
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Ashutosh Nagare Appointed National Lead for Performance Marketing at Interactive Avenues

Ashutosh Nagare has been appointed as Vice-President and Head, Performance Marketing at Interactive Avenues. In his new role, Nagare will focus on growing the company’s performance portfolio leveraging data insights and technology. He brings on board 12+ years of experience in digital marketing, and has worked with leading brands like Reliance Communications, Dr. Batra’s, ALTBalaji, Tikona Digital Networks, and TrueFan. Nagare will be based out of the company’s Mumbai office and will report to Harish Iyer, Executive Vice President, Media.

Nagare said, “I am thrilled to join the talented team at Interactive Avenues. It is an exciting time to be in performance marketing as we are seeing a massive shift in how brands are communicating with their consumers. With the increasing adoption of data-driven marketing, I believe we are well-positioned to help brands drive more effective customer acquisition and grow their businesses. I look forward to working with the team to build a best-in-class performance marketing practice in India.”

Harish Iyer, Executive Vice President – Media, Interactive Avenues said, “We are excited to have Ashutosh on board to lead our performance marketing team. His domain expertise and track record of success make him the perfect candidate to help us continue growing our performance marketing business. His appointment is a testament to our commitment to provide holistic and integrated digital solutions that drive business growth for our clients.”

Nagare added, “The past few years have seen a fundamental shift in how performance marketing is approached by brands and agencies alike. With the ever-changing landscape of digital marketing, it is more important than ever for brands to have a clear understanding of how performance marketing can be leveraged to achieve their business objectives. I look forward to sharing my insights with the team and helping our clients navigate this complex landscape.”

Performance marketing has its roots in affiliate marketing, which emerged in the late 1990s as a way for online retailers to drive traffic to their websites. Affiliate marketing was attractive to brands because it was based on a pay-for-performance model; retailers only paid affiliates when they delivered results, such as a sale or a lead.

As the internet evolved, so too did performance marketing. In the early 2000s, performance marketers began using email marketing and search engine optimization (SEO) to drive traffic and sales. These activities were typically managed manually, with little data to inform decision making.

The Rise of Programmatic Advertising
Fast forward to today, and performance marketing has been transformed by programmatic advertising. Programmatic is an automated way of buying and selling digital advertising that uses data and technology to make real-time decisions about which ad placements will be most effective for a given campaign.

With programmatic, advertisers no longer have to rely on manual processes or hunches to make decisions about where to place their ads. Instead, they can use data to reach their target audiences with laser precision. This helps them avoid wasted spend on impressions that will never convert, and also frees up time so they can focus on other aspects of their campaigns.

From Prospecting to Retargeting: How Brands Are Approaching Performance Marketing Today
So what does this shift from traditional performance marketing to programmatic mean for brands? In short, it means that they need to rethink their approach from start to finish. Here are a few examples:

Prospecting: In the past, prospecting generally meant buying lists of potential customers and bombarding them with emails or direct mailers in the hopes that a small percentage would bite. Today, there are much more sophisticated ways to reach potential customers through programmatic advertising. By targeting people based on their interests, demographics, and even previous interactions with your brand, you can make sure that your ads are being seen by people who are actually interested in what you’re selling—not just anyone with an email address.

Retargeting: Retargeting has also been affected by the shift to programmatic advertising. In the past, retargeting generally meant showing ads to anyone who had visited your website in the past 30 days—regardless of whether they were actually interested in your product or not. Today’s programmatic platforms allow you to show ads only to people who have visited specific pages on your website (such as your pricing page), ensuring that you’re not wasting money on impressions that will never convert into leads or customers.

Brands and agencies alike have had to adapt their performance marketing strategies in response to the rise of programmatic advertising. By using data and technology to make decisions about where to place their ads, marketers are able to reach their target audiences with laser precision. We look forward to learning more about what Ashutosh Nagare will be doing in the industry.

Liverpool-based eCommerce Agency, Velstar, Announces Acquisition of Chester-based Marketing Agency, We Influence

By
Pesach Lattin
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0

In a move that signals its intent to become the UK’s leading end-to-end eCommerce agency, Liverpool-based eCommerce agency Velstar has today announced the acquisition of Chester-based marketing agency We Influence.

The acquisition will blend the technical knowledge and eCommerce expertise of Velstar with We Influence’s creative, growth-focused marketing capabilities, creating an unified agency with over 50 digital specialists. We Influence’s team will make the move to Velstar’s HQ in Liverpool city centre, integrating the two businesses’ teams to establish Velstar as the UK’s leading end-to-end eCommerce agency.

Commenting on the acquisition, the CEO of Velstar, Daniel Sheard, said: “Both Velstar and We Influence have been active in the eCommerce space for years now. We have great admiration for one another’s work, and it was clear we shared similar ambitions, as well as a complementary skillset. This acquisition is a natural fit for both businesses, and I’m confident it will result in some exciting new opportunities for our clients.”

Since its formation in 2016, Liverpool-based eCommerce agency Velstar has been on a mission to deliver world-class digital solutions that drive online sales and customer loyalty. The company has worked with some of the biggest names in retail and eCommerce, including electricals retailers AO.com and Currys PC World, white goods retailer Appliances Direct, cosmetics retailer Lookfantastic.com, and many more.

We Influencewas founded in 2017 by Graham Withe, Justin Young, with a mission to help brands grow by harnessing the power of digital marketing. The company has worked with some of the UK’s most well known brands including Rosehill Furnishing, Winfields, Plumbworld and more.

This acquisition signals an exciting new chapter for both businesses. Together they will offer an unrivalled suite of services that covers every aspect of eCommerce; from strategic planning and creative design to technical development and growth marketing. With over 50 digital specialists across their combined teams, they will be able to offer clients a truly holistic service that helps them maximise online sales and ROI. If you would like to find out more about how we can help your business grow online, please get in touch.

Conclusion:
We are excited to announce that we have acquired Chester-based marketing agency We Influence! This move signals our intent to become the UK’s leading end-to-end eCommerce agency by blending our technical knowledge and expertise with their creative marketing capabilities! With over 50 digital specialists on board across our combined teams – there is no doubt that we will be able offer an unrivalled suite of services that cover every aspect of ECM! Get in touch today to see how we can help grow your business online!

The New Age of Advertising Requires a New Set of Ethics

By
Pesach Lattin
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0

The advertising world is ever-changing, and with that change comes a new set of challenges and ethical quandaries. No longer can we rely on the old adage of “sex sells” to move product; in today’s woke climate, that kind of thinking will get you laughed out of the boardroom. But what does selling ethically in the age of social media and targeted advertising look like? Federal Trade Commission Chair Lina Khan has some ideas.

In a recent speech at the agency event “Protecting Kids from Stealth Advertising,” Kahn suggested that online ads have become more sly and difficult for parents to monitor than traditional advertising, which was typically broadcast to all viewers at once. The rise of social media and targeted advertising “changed everything,” Kahn said, adding that every child is now an “audience of one.”

Kahn’s solution? More transparency and regulation when it comes to advertising aimed at children. She pointed out that many young users “may provide personal information without understanding the privacy risks,” and that it’s up to businesses to be more forthcoming about how they use that data. mandating better disclosure standards for when companies collect children’s data or show them ads.

And while some businesses might balk at the idea of increased regulation, Kahn made it clear that these new standards are necessary to protect our most vulnerable consumers. After all, she said, “as digital marketing techniques become more sophisticated, subtlety is becoming the norm.” If we’re not careful, our kids could become unwitting victims of predatory ads disguised as innocent fun.

As digital marketing techniques become more sophisticated, subtlety is becoming the norm. This was never more evident than in the case of Cambridge Analytica, where Facebook users unwittingly allowed a third-party company access to their personal data. This information was then used to target ads so manipulative that they may have swayed the outcome of the 2016 presidential election. And while Cambridge Analytica was an extreme example, it did illustrate how easy it is for businesses to collect data on individuals without their knowledge or consent—including children.

In her speech, Kahn proposed mandating better disclosure standards for when companies collect children’s data or show them ads. She also suggested giving parents more control over what kinds of data are collected about their kids and how it’s used. These are both excellent ideas that would go a long way towards protecting children from being exploited by unscrupulous businesses. However, there is one potential pitfall to this approach: namely, that it relies on parents to be vigilant about monitoring their kids’ online activity—something that not all parents are equipped to do.

It’s also worth noting that even if we do manage to regulate online advertising aimed at children, there will always be new ways for businesses to exploit them. As technology evolves, so too do the methods used by marketers to sell their products. We can’t let our guard down for a second; we need to be constantly adapting our regulations to keep pace with the ever-changing landscape of digital marketing.

As the FTC continues to explore the issue of online advertising aimed at children, it’s important for businesses to be aware of the potential risks involved. Targeting kids with ads can lead to big problems down the line, so it’s something that should be approached with caution – if not avoided altogether.

What’s the Deal with Peloton?

By
Pesach Lattin
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0

American exercise and media company Peloton has seen a drastic decrease in ad spend from last year to this year, according to data from ad sales intelligence platform MediaRadar. Last year, Peloton’s average monthly marketing budget was $26.8 million. This year, however, that number has shrunk to only $15.2 million – a 57% decrease.

So what’s going on with Peloton? In August, CEO and president of Pel Barry McCarthy questioned the validity of the business, saying that “naysayers will look at our fourth-quarter financial performance and see a melting pot of declining revenue.” It looks like McCarthy’s words may have been prophetic – Peloton’s ad spend for the rest of the year is expected to be even lower, at $11.6 million per month on average.

Granted, it’s easy to Monday morning quarterback when you’re not in the thick of things. And I’m sure the team at Peloton meant well. But there are some important lessons to be learned from their missteps. So, without further ado, let’s take a look at what NOT to do when your brand finds itself in hot water.

  1. Don’t try to ignore the problem.
    When the Peloton ad started picking up steam online, initially, the company tried to shrug it off and act like nothing was wrong. They issued a statement saying they were “disappointed” that people had misinterpreted the ad, but stopped short of issuing an apology. Big mistake.

The first rule of crisis management is to acknowledge there is a problem and take responsibility for it. Trying to sweep it under the rug will only make things worse. As IBM CEO Virginia Rometty once said, “A crisis is actually an opportunity in disguise.” And that’s true—but only if you handle it correctly.

  1. Don’t make light of the situation.
    Once people started really sinking their teeth into the ad and its implications, someone at Peloton must have realized they needed to do something more than issue a half-hearted statement—so they decided to release a follow-up video featuring spokeswoman Monica Ruiz.

In the video, Monica tries to play down the whole thing with a smirk and a wink, saying things like “I’m just here promote fitness.” But instead of making light of the situation, this approach only served to fan the flames and reignite public outrage.
Some might say that laughter is the best medicine, but not in this case! In a crisis situation, you need to be sincere—people can see right through insincerity, and it will only make them angrier.

  1. Don’t try to turn the tables on your critics
    After days of negative press and social media backlash, Peloton finally issued an apology… sort of. Former CEO John Foley released a statement saying he was “sorry for how some have misinterpreted” the ad—which sounds an awful lot like another non-apology apology we’ve all heard before (cough Tiger Woods cough). But that wasn’t even the worst part—the company then took shots at its critics, saying “We know how important health and fitness is year-round.” Ouch.

    Taking shots at your critics is always a bad idea—you’ll never come out ahead. The best thing you can do is own up to your mistakes and move on.

All’s well that ends well? Not quite. Despite issuing an apology (of sorts), firing its agency of record (Wieden+Kennedy New York), and pulling the ad from TV rotation, Peloton is still feeling heat from consumers and analysts alike—and its stock price has taken a beating as a result. For now, it seems safe to say that Peloton will be feeling the consequences of its actions for some time to come.
Crisis management is never easy—but hopefully by learning from others’ mistakes (like Peloton’s), you’ll be better equipped to handle whatever comes your way.

Smartly.io Appoints Oli Marlow Thomas as Chief Innovation Officer

By
Pesach Lattin
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0
Marlow Thomas commented on his new role, “The potential for what we can do together is really unlimited and I can’t wait to get started. We want to make it easy for brands to produce great creative at scale and deliver it across all their channels in real time—which is why I am so excited to be joining the team at Smartly.io as we embark on this journey together."

Smartly.io, the leading social advertising automation platform for creative and performance marketers, has announced the appointment of Oli Marlow Thomas as Chief Innovation Officer. Marlow Thomas was previously the Founder and CEO of Ad-Lib.io, a next-generation creative optimization platform and a leading Google Certified Creative partner that Smartly.io acquired in Q1 of this year.

Marlow Thomas will lead the charge on product innovation across the entire Smartly.io platform as the company looks to provide customers with even more value through artificial intelligence (AI) and machine learning (ML). Some of his notable product achievements include developing Ad-Lib’s Templates feature which allows marketers to quickly create personalized video ads at scale without Sapo help; as well as launching Ad-Lib Academy, an education program that provides bite-sized tips on how to improve creatives through weekly e-mail courses.

Marlow Thomas is an industry expert and has received recognition from some of the top publications in the world for his work in ad technology and creativity. He is a killed public speaker and has given talks at numerous industry events such as Cannes Lions, DMexco, Internet Week New York, Advertising Week New York, Web Summit Lisbon, Collision Conference New Orleans, NEXT Berlin conference, among others.

Since its acquisition by Smartly.io, Ad-Lib has continued to go from strength-to-strength with several new features added including Instagram Carousel support and LinkedIn lead gen forms. The appointment of Marlow Thomas is a recognition of his significant contribution to not only Ad-Lib but also the entire martech industry which is why he has been recognized by Forbes 30 under 30, Campaign’s 40 under 40 Europe, and Digiday’s Rising Star awards in recent years.

5 Reasons Why CMOs Must Take Holidays and Turn off Their Phone

By
Pesach Lattin
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0

If you’ve ever wondered if taking off for the Jewish holidays has affected my business, the answer is no — even though I’ve been told in my career I can’t be hired because I take them off. No really– in 2022, there are companies that refuse to hire Orthodox Jews because they feel a few days off will prevent me from doing proper business. Despite this, I love the Jewish holidays and I feel that they are essential to preventing burnout in this industry. In fact, even if it did affect my business, I wouldn’t change how much I love the Jewish holidays or how much I need them.

The first reason is that the holidays provide a much-needed break from work. We are often so focused on work and meeting deadlines that we don’t have time to relax and recharge. Holidays give us a chance to step away from work and enjoy time with family and friends. This break can be refreshing and help us avoid burnout.

Second, the holidays allow me to reflect on my life and what is truly important to me. We are often so busy with work and our daily routines that we don’t take time to think about our lives and what we want to achieve. The holidays give me time to reflect on our lives and set goals for the future. This reflection can be invaluable in helping us stay on track in our careers.

As the head of marketing for your company, you are expected to be available 24/7. However, this is neither healthy nor sustainable. In order to be effective in your role, it is essential that you take some time for yourself and unplug from work. Here are five reasons why CMOs must take holidays and turn off their phones:

  1. You need time to recharge.
    As the CMO, you are always on the go. You are constantly meeting with clients, attending events, and brainstorming new ideas. This can be extremely draining, both mentally and physically. In order to be at your best, you need some time to recharge your batteries. Taking a holiday will help you come back feeling refreshed and ready to tackle whatever marketing challenges come your way.
  2. It’s important to disconnect from work.
    When you’re constantly connected to work, it can be difficult to truly relax and enjoy your time off. By disconnecting from work, you can give yourself the opportunity to focus on other things. This will help you come back to work feeling rejuvenated and more productive than ever before.
  3. You need time to spend with family and friends.
    If you’re always working, you’ll never have time for the people who matter most to you. Use your holiday as an opportunity to catch up with family and friends. This will help reduce stress levels and allow you to create lasting memories with the people who matter most to you.
  4. It’s important to have hobbies outside of work.
    When work is your only focus, it can be easy to lose sight of the things that make you happy outside of work. Dedicate some time during your holiday to pursuing your hobbies and interests. This will help keep you balanced and prevent burnout from happening down the road.
  5. Allowing yourself some “me” time is crucial for long-term success. It can be easy to forget about taking care of yourself when you’re always taking care of others. However, it’s important to make time for yourself in order to avoid burnout. Dedicate some time during your holiday solely for relaxation and self-care. This will help refresh your mind and body so that you can come back feeling better than ever before

(Extra Reason) It Will Help You Unplug from Technology
In today’s world, we are constantly connected to our devices 24/7. But this constant connection can be damaging to our mental health and well-being. If you feel like you’re addicted to your phone or spending too much time on social media, taking a vacation will help you detach from technology and detox from your device addiction.

CMOs are expected to be available 24/7, but this is neither healthy nor sustainable. In order to be effective in your role, it is essential that you take some time for yourself and unplug from work. Use your holiday as an opportunity to recharge, disconnect from work, spend time with family and friends , pursue hobbies outside of work , and practice self-care.By taking a break from work, you’ll come back feeling refreshed and ready to tackle whatever marketing challenges come your way.

What is some advice you have to get away, recharge and put work behind you for a little bit?

Uber’s New Advertising Program Could Raise Privacy Concerns

By
Pesach Lattin
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0

Uber has just launched a new advertising product that will let marketers target consumers with ads “based on where they have been and where they are going,” The Wall Street Journal reports. While the ride-hailing company has so far run ads mostly on its food delivery app, the geotargeting product will let companies place ads on its ride-hailing app based on travel history and destination. Firms can also sponsor entire trips by showing different ads at various points. Experts say the geotargeting could raises privacy concerns; Uber says users can opt out of tracking.

Location data is incredibly powerful. It can be used to track people’s movements, understand their buying habits, and target them with relevant ads. And that’s exactly what Uber is doing with its app-based display ads. By knowing where its riders are going, Uber is able to deliver ads that are specifically targeted to their destination. For example, a rider who is headed to the airport could see an ad for a rental car company or a hotel near their destination.

How Will The new Program Work?
The new program will work by tracking users’ location data and using it to target them with ads. For example, if you frequently use Uber to travel to and from work, you may see an ad for a new coffee shop that just opened up near your office. Or, if you frequently take Uber to the airport, you may see an ad for a travel credit card that offers rewards points for every dollar spent on airfare.

What Are The Privacy Concerns?
Privacy experts say the new program could raise some serious privacy concerns. First and foremost, there is the concern that Uber will be collecting even more data on its users than it already does. In addition, there is the concern that advertisers will now have a way to track users’ movements in real-time, which could be used for purposes such as targeted marketing or even surveillance. Finally, there is the concern that users will not be able to opt out of the program entirely, as Uber has said they will only be able to opt out of being tracked for specific trips.

Uber has just launched a new advertising product that uses geotargeting to deliver ads to users based on their location data. While the product has the potential to raise some serious privacy concerns, Uber says users will be able to opt out of being tracked for specific trips. Do you think this new program is a step too far? Or are you willing to trade some privacy for more relevant ads? Let us know in the comments!

TikTok to Introduce New Age Restrictions and “Adults Only” Streams

By
Pesach Lattin
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0

TikTok, the popular short-form video app, is making some changes in response to concerns about age-inappropriate content. Starting today, users will be required to be at least 18 years old to go live on the app. TikTok is also introducing a new “adults only” category for live streams that might be risque or graphic in nature. And finally, the app will offer new keyword filtering options for live comments.


These changes come after months of criticism from parents and child advocates, who say that TikTok exposes kids to inappropriate content. In December, a group of US senators sent a letter to TikTok’s parent company, ByteDance, expressing concerned about the app’s “collection of personal data on American children.” And last month, two US lawsuits were filed alleging that TikTok illegally collected data on minors without their consent.

TikTok has responded to these concerns by saying that it is committed to protecting user privacy and safety. The company says that it has a team of moderators who review all content before it is posted, and that it takes immediate action if they find anything that violates our terms of service.


It’s good to see TikTok taking steps to protect younger users from inappropriate content. The new age restrictions and keyword filtering options will help make sure that kids are only seeing appropriate content on the app. But it’s also important for parents to monitor their child’s activity on any social media platform, including TikTok. By doing so, they can ensure that their kids are using social media in a safe and responsible way.

Kanye West’s Purchase of Parler and Its Implications

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Pesach Lattin
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FILE PHOTO: American rapper Kanye West's picture is seen on a smartphone in front of the logo of social media app Parler in this Illustration taken, October 17, 2022. REUTERS/Dado Ruvic/Illustration/File Photo

It has been announced that Kanye West had purchased a controlling stake in the social media platform Parler. For those unfamiliar with Parler, it is a conservative-leaning platform that has been gaining in popularity in recent months, due in part to its stance against “censorship” of right-wing voices. With West’s purchase, many are wondering what this could mean for the future of the platform.

Kanye West has been a controversial figure in the rap community for years. He’s been lauded for his musical talent, but also criticized for his public outbursts and narcissistic behavior. In recent years, West has shifted his focus from music to fashion, but it seems like he’s ready to make a return to the spotlight. And this time, he’s bringing his controversial opinions with him.

One source close to the situation has said that West plans to use Parler as a way to voice his anti-Semitic and anti-Jewish views. This is troubling for a number of reasons. First and foremost, it would give West a platform to amplify his bigoted views to a wider audience. Additionally, it could lend credence to the false belief that there is a widespread conspiracy against conservatives and right-wing voices on social media platforms.

West has always been outspoken about his views on race and religion. In an interview with Rolling Stone in 2005, he talked about how growing up as a black man in America made him feel like “a second-class citizen.” He also said that he believed there was a ” conspiracy against black people” that kept them from achieving success.

This is not the first time that West has been accused of anti-Semitism. In 2018, he caused outrage when he claimed that slavery was “a choice” Given this history, it is not surprising that some people are concerned about West’s purchase of Parler.

These hateful comments are sure to ruffle some feathers, but it’s unclear if they’ll have any impact on West’s career. He’s already lost some high-profile endorsement deals in the past, and it’s possible that this could be the final straw for some of his fans. Only time will tell.

Kanye West is no stranger to controversy. But his latest move – buying a controlling stake in the conservative social media platform Parler – is sure to create even more uproar. Reportedly, West is using this purchase as an opportunity to voice his hatred against the Jews. This isn’t the first time that West has shared anti-Semitic views publicly, but it remains to be seen if this will damage his career irreparably or if fans will continue to support him despite his hateful rhetoric.

The Role of the CMO is Constantly Changing – Here’s What You Need to Know to Stay Ahead of the Curve

By
Pesach Lattin
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0

If you’re thinking about a career in marketing, or if you’re currently working as a marketing executive, it’s important to know that the role of the Chief Marketing Officer (CMO) is constantly changing. According to executive-search firm Spencer Stuart, the average CMO tenure in 2020 and 2021 was around 40 months—the lowest in more than a decade. Some companies are turning to fractional, aka temporary, CMOs as a result.

So, what does this mean for current and prospective CMOs? How can you remain competitive in an ever-changing landscape? While some factors may vary, experts and CMOs across various industries agree on three key points: staying flexible, always learning, and being prepared to lead.


Staying Flexible
“Marketing is probably the most challenging role to recruit for on an executive team because there are a lot of layers to it,” Maryanne Martire, partner at executive recruiting firm Daversa Partners, told us. “You can be incredibly successful building a narrative for a business one day and then 12 months later, the company has shifted and they want someone who’s going to be very sales- or revenue-driven.”

To meet the demands of ever-changing company goals and expectations, CMOs need to be flexible in their approach. They need to be able to quickly adapt their strategies and tactics to fit the needs of the moment. This might mean being comfortable with making radical changes or scrapping plans altogether and starting from scratch. Whatever the situation calls for, CMOs need to be ready and willing to adjust on the fly.

Always Learning
In order to stay ahead of the curve, CMOs need to continuously learn and develop their skillset. With technology and data playing an increasingly important role in marketing, it’s more important than ever for CMOs to keep up with the latest trends and developments. Fortunately, there are plenty of resources available to help with this – from online courses and webinars to industry news sources and professional networks. Staying informed will help CMOs identify new opportunities and optimize their strategies for maximum impact.

Being Prepared to Lead
As companies place more emphasis on marketing’s ability to generate revenue and drive growth, CMOs need to be prepared to step up and take on a leadership role within their organization. This means having a deep understanding of not only marketing but also finance, data analytics, operations, and other key areas of business. It also requires being able to effectively communicate with senior executives from other departments and align marketing initiatives with wider company goals. Equipped with these skills, CMOs will be well-positioned to lead their teams through whatever challenges lie ahead.


The role of the Chief Marketing Officer is constantly changing – that much is clear. But what isn’t so clear is what exactly this means for current and prospective CMOs. To stay ahead of the curve, experts recommend staying flexible, always learning, and being prepared to lead. By keeping these three points in mind, you’ll be well-positioned to navigate the ever-changing landscape of marketing and come out on top.

Netflix COO and Chief Product Officer Greg Peters on the Economics of the Ad-Supported Plan

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Pesach Lattin
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On Tuesday, Netflix executives Greg Peters (COO and Chief Product Officer) and Spencer Neumann (CFO) shared some more color on ambitions for the streaming giant’s first foray into the advertising space. The new lower-cost plan with ads is set to launch in the U.S. and 11 other countries this November, priced at $6.99 per month. Here are some highlights from Peters’ comments on the earnings call about this new development.

Peters said that when it comes to confidence in the advertising side of the business, “the initial demand that we’re seeing is very strong.” He added that there’s a lot of interest from advertisers in working with Netflix given the captive audience and viewing environment. As such, he believes that “over time, [the ads] will become a more meaningful part of our P&L.”

In terms of how many ads users can expect to see, Peters said that they’ve designed the experience “so you don’t feel like you’re being inundated with a bunch of commercial messages.” He added that it would be “a limited number” of minutes per hour, similar to what users see today on linear TV. And similar to linear TV as well, there will be no skipping of ads – though he noted that because users can watch whenever they want, they could always just pause if they need a break.

Peters said that one key difference between traditional linear TV advertising and whatNetflix is doing is that “we have much more control and insight into who’s actually watching those commercials.” He added that this allows them to be much more targeted in terms of which ads are served to which users. For example, he said that an advertiser might be interested in targeting 35-54 year olds who live in urban areas – and Netflix can deliver on that.

Peters also addressed concerns about whether or not the ads would be intrusive, saying that they would be working with advertisers to make sure that the ads are relevant and non-intrusive. He said that Netflix is planning to roll out the ads gradually so as not to “shock” users.

It will be interesting to see how successful Netflix’s first foray into advertising will be when it launches later this year. Given the company’s large subscriber base and the high degree of control they have over who sees which ads, they are in a good position to deliver results for advertisers – but only time will tell if advertisers will actually bite.

Keira Krausz Joins Purple Innovation as Chief Marketing Officer

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Pesach Lattin
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Keira Krausz Joins Purple Innovation as Chief Marketing Officer

Purple Innovation, Inc. (NASDAQ: PRPL) (“Purple”), a comfort innovation company known for creating the “World’s First No Pressure® Mattress,” today announced the appointment of Keira Krausz as its Chief Marketing Officer, effective November 1, 2022.

Krausz replaces Patrice Varni, who stepped down to pursue other interests. Krausz will report to the CEO and oversee all aspects of the company’s marketing efforts, playing a key role in supporting Purple’s future growth plans.

Krausz is a proven Direct-to-Consumer marketer with significant brand management experience. Most recently, Krausz served as Chief Marketing Officer of HealthPlanOne, a digital health distribution platform. Prior to that, Krausz was Chief Marketing Officer for the then NASDAQ-traded Nutrisystem, Inc., where her responsibilities spanned online and offline consumer acquisition and retention marketing initiatives across North America. Earlier in her career, Krausz served in various marketing roles of increasing responsibility at Time Warner Cable and Primedia.

Krausz earned her B.A. from Syracuse University and her M.B.A from Fordham University Graduate School of Business Administration.

In her new role as CMO of Purple, Krausz will oversee all aspects of the company’s marketing efforts and play a key role in supporting Purple’s future growth plans.

Reporting to the CEO, she will be responsible for leading the strategy and execution of all marketing initiatives across brand advertising, demand generation, public relations, creative/design and customer acquisition/retention programs both online and offline. In addition, Krausz will lead reporting/analytics efforts to ensure alignment with business objectives as well as partner with cross-functional teams such as product development, legal/compliance and finance on specific projects related to Purple’s growth initiatives.

“We are thrilled to have Keira join our executive leadership team,” said Robert DeMartini, CEO of Purple Innovation, Inc. “Her appointment comes at a pivotal time for our company as we continue to invest in high impact growth initiatives aimed at driving sustainable long-term shareholder value.”

Ms. Krauzz has significant experience in direct-to-consumer marketing and brand management and will be a valuable asset to the team at Purple Innovation as the company looks to continue its impressive growth trajectory in the coming years.

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