Stocks added to strong week-to-date performance on Wednesday as investors grew even more confident that the Federal Reserve will lower interest rates this year to reignite an economy wounded by trade battles.The Dow Jones Industrial Average rose 207.39 points to 25,539.57, while the S&P 500 advanced 0.8% to 2,826.15. The Nasdaq Composite closed 0.6% higher at 7,575.48. The Dow surged more than 500 points on Tuesday — its second-best day of the year —after Fed Chair Jerome Powell opened the door to rate cuts.Powell said the central bank will keep an eye on current developments in the economy, and would do what it must to “sustain the expansion. ” “The Fed is being very accomodative and they seem to be moving in that direction,” said Tobias Carlisle, founder of Acquirers Funds. “They’re inclined to cut rates by 75 basis points by the end of the year; I think it will be 25 by the end of the year, depending on what happens with Mexico and other things like that.”Tech shares jumped 1.4% while the utilities and real estate sectors got a boost from lower rates. Apple contributed to tech’s gains, rising 1.6% after CEO Tim Cook said the company had not been targeted by China amid rising U.S.-China trade fears. Salesforce, meanwhile, rose 5.1% on stronger than expected earnings.The consumer staples sector also rose more than 1%, led by an 8.6% rally in Campbell Soup. The stock popped on quarterly numbers that topped Wall Street estimates. Worries over the economy increased recently amid weakening economic data and persisting trade tensions. “The bad news means the Fed may keep the money cheap and inclined to rate cuts. That’s what the market wanted to hear and it backs up the probabilities” of lower rates, said JJ Kinahan, chief market strategist at TD Ameritrade. But “people sometimes forget that rates usually don’t come down for good reasons.”Private payrolls increased by just 27,000 in May, according to data from ADP and Moody’s Analytics released Wednesday. Economists polled by Dow Jones expected an increase of 173,00 jobs. May’s print was the worst since March 2010. “The slowdown seen in many nonlabor economic statistics finally showed up in a slower rate of hiring,” said Peter Boockvar, chief investment officer at Bleakley Advisory Group, in a note. “Also, I don’t think there was any impact yet of the May 4th breaking of the US/China trade deal as this survey ended only a few weeks after. Companies don’t shift that quickly but the June number could be more reflective since it will also include the Mexico news.”The 2-year rate hit its lowest level since December 2017 on the news, but later recovered. The 10-year yield briefly fell before paring losses.Trade tensions were slightly assuaged, however, as several Republican lawmakers have noted their opposition to new tariffs on Mexican imports while some have hinted at the possibility of blocking such levies.White House trade advisor Peter Navarro said earlier on Wednesday that U.S. levies on Mexican goods “may not have to go into effect, ” depending on how talks between the two countries go.Meanwhile, Treasury Secretary Steven Mnuchin is scheduled to meet with People’s Bank of China Governor Yi Gang this weekend. This would be the first in-person meeting between key trade negotiators from the U.S. and China.—CNBC’s Alex Gibbs and Spriha Srivastava contributed to this report.
© Reuters. Containers are seen at a port in Ningbo, Zhejiang
BEIJING (Reuters) – China is expected to report a sharper drop in exports for May as higher U.S. tariffs bite, while imports are likely to contract in a further sign of weakening domestic demand that could spark more stimulus measures. If Monday’s trade data are in line with the gloomy forecasts, it could add to fears of a global economic recession as the U.S.-China trade war intensifies. Factory activity contracted in most Asian countries last month, weighed down by slowing demand, while that in the United States slowed to its weakest pace in over two years. China’s exports in May are expected to have declined 3.8 percent from a year earlier, according to the median estimate of 13 economists in a Reuters poll, worsening from a 2.7 percent fall in March. Trade tensions between Washington and Beijing escalated sharply last month after the Trump administration accused China of having “reneged” on promises to make structural changes to its economic practices. U.S. President Donald Trump on May 10 slapped higher tariffs of up to 25% on $200 billion of Chinese goods and then took steps to levy duties on all remaining $300 billion Chinese imports. Beijing retaliated with tariff hikes on U.S. goods. “The time window for China and the U.S. to address trade tensions is narrowing,” said analysts at Morgan Stanley (NYSE:) in a note on Wednesday. If the U.S. imposes 25% tariffs on the remaining $300 billion of imports from China, China’s GDP growth could decelerate to 6.0% in 2019 despite more aggressive stimulus, with quarterly growth dropping below 6.0% by the second half of this year, they said. Analysts at Nomura, however, believe China’s May exports could rise 1.0%, due partly to a jump in U.S.-bound shipments as exporters race to avoid potential tariffs on goods on the looming $300 billion list. Similar “front loading” kept Chinese exports strong for much of last year. Further inflaming tensions between the economic giants, the U.S. has put Chinese telecom equipment Huawei Technologies Co Ltd on a trade blacklist, prompting retaliation from Beijing to target foreign companies that it says have harmed Chinese firms’ interests. WEAK DEMAND AT HOME AS WELL May import data is expected to show domestic demand is still sputtering despite a raft of growth boosting measures rolled out since last year. Analysts forecast imports fell 3.8% from a year earlier, reversing an expansion of 4% in April, which some analysts had suspected was related to a cut in the value-added tax (VAT). Import orders contracted at a quicker pace in May, an official survey of manufacturing activity showed last week. If Washington imposes tariffs on the remaining $300 billion of Chinese goods in coming months, analysts at Bank of America Merrill Lynch (NYSE:) expect Beijing will roll out a comprehensive and sizable stimulus package before the end of 2019, aimed especially at boosting property and infrastructure investment to support economic and social stability. “On the monetary front… Multiple RRR cuts and 3 interest rate cuts would be likely before the end of 2019, and another 1 rate cut could be seen in 2020,” BAML said in a note on Wednesday. China has already cut banks’ reserve requirements (RRR) six times since early 2018 and guided interest rates lower, while keeping ample liquidity in the banking system. But mounting economic pressures have led some analysts to call for bolder stimulus measures. Unlike past downturns, Beijing has so far refrained from massive stimulus programs to jumpstart the slowing economy, possibly due to concerns about rising debt. It has fast-tracked infrastructure projects, cut taxes for companies and raised export tax rebates, along with rolling out targeted cuts in banks’ reserve requirements.
Like many of the people who work in the industry, digital marketing was born in the 1990s. Back then, email was the age of most college graduates, AT&T launched the first banner ad, and the CRM industry was just starting to thrive.
Needless to say, marketing has evolved at breakneck speed since then, sprouting many more types of marketing. Some are definitely more effective and relevant than others, so read on to learn about the top types of marketing around today.
The Ultimate List of Types of Marketing
1. Account-based Marketing
Account-based marketing (ABM) is a hyper focused marketing strategy where teams treat an individual prospect or customer like its very own market. Marketing teams create content, host events, and launch entire campaigns dedicated to the people associated with that account, rather than the industry as a whole.
2. Acquisition Marketing
Acquisition marketing is attracting new visitors and leads to your website through search engine optimization, freemium products, education hubs, paid advertising, copywriting, conversion rate optimization, lead generation campaigns, and lead optimization.
3. Affiliate Marketing
Affiliate marketing is when an online retailer rewards a website with a commission for each customer they refer through their promotion of one of the online retailers’ products. The website, often called an affiliate, will only get paid when their promotion generates a sale.
4. Brand Marketing
Brand marketing is shaping your brand’s public perception and forging an emotional connection with your target audience through storytelling, creativity, humor, and inspiration.
5. Buzz Marketing
Buzz marketing is a viral marketing strategy that leverages refreshingly creative content, interactive events, and community influencers to generate word-of-mouth marketing and anticipation for the product or service the brand is about to launch.
6. Campus Marketing
Campus marketing is hiring college students to become campus ambassadors for your brand. They usually market your products or services to other students by setting up booths around campus or hosting giveaways.
7. Cause Marketing
Cause marketing is a type of corporate social responsibility that aims to simultaneously improve society and boost a brand’s awareness by promoting and supporting a charitable cause.
8. Content Marketing
Content marketing is a creating, publishing, and distributing content to your target audience. The most common components of a content marketing program are social media networks, blogs, visual content, and premium content assets, like tools, ebooks, or webinars.
9. Contextual Marketing
Contextual marketing is targeting online users with different ads on websites and social media networks based on their online browsing behavior.
10. Conversational Marketing
Conversational marketing is the ability to have 1:1 personal conversations across multiple channels, meeting customers how, when, and where they want. It is more than just live chat, extending to phone calls, texts, Facebook Messenger, email, Slack, and more.
11. Controversial Marketing
Controversial marketing doesn’t aim to polarize an audience. It’s an attention-grabbing technique for stating an opinion, and brands use it to spark productive conversations about certain moral values. In recent years, any stance taken on sensitive social issues can be considered controversial marketing.
12. Customer Marketing
Customer marketing is focusing on retaining your existing customers, delighting them with your product or service and customer service, and turning them into advocates for your brand who can spread the word about your brand.
13. Digital Marketing
Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers.
14. Email Marketing
Email marketing is sending educational or entertaining content and promotional messages to people who willingly subscribe to your email newsletter. You can also use email marketing to nurture leads with content that moves them along the buyer’s journey.
15. Event Marketing
Event marketing is planning, organizing, and executing an event for the purpose of promoting a brand, product, or service. Events can take place in-person or online, and companies can either host an event, attend as an exhibitor, or participate as a sponsor.
16. Experiential Marketing
Experiential marketing are in-person events, experiences, and interactions that forge lasting emotional connections between a brand and their target audience.
17. Field Marketing
Field marketing is creating sales enablement content like case studies, product overviews, competitor comparisons, and more to help sales close their prospects into customers during the last stage of the buyer’s journey.
18. Global Marketing
Global marketing is focusing on the needs of potential buyers in other countries. Typically, a global marketing strategy requires a business to do new market research, identify countries where the business’s product might be successful, and then localize the brand to reflect the needs of those communities.
19. Guerrilla Marketing
Guerrilla marketing is placing bold, clever brand activations in high-traffic physical locations to reach audiences in a creative and cost-effective way, grow brand awareness, and spread the word about your brand.
20. Inbound Marketing
Inbound marketing is creating valuable experiences that have a positive impact on people and your business by attracting prospects and customers to your website through relevant and helpful content. Once they arrive, you engage with them using conversational tools like email and chat and by promising continued value. Finally, you delight them by continuing to act as an empathetic advisor and expert.
Unlike outbound marketing, with inbound marketing, you don’t need to fight for your potential customers’ attention. By creating content designed to address the problems and needs of your ideal customers, you attract qualified prospects and build trust and credibility for your business.
21. Influencer Marketing
Influencer marketing is designed to tap into an existing community of engaged followers on social media. Influencers are considered experts in their niches. These individuals have a large influence over an audience you might be trying to reach, and can be helpful marketing to those buyers.
22. Informative Marketing
Informative marketing focuses more on the facts and less on emotions. This marketing tactic highlights how your product’s features and benefits solve your customers’ problems and can even compare your product to your competitors’ product. Although this type of marketing relies on facts and figures to trigger a desired action, it’s usually framed in a compelling way.
23. Interactive Marketing
Interactive marketing is an innovative type of marketing where your audience can interact with engaging visuals or videos within your content. This new form of marketing unleashes your creativity and, in turn, allows you to tell more gripping stories, crowning it as one of the best ways to capture your audience’s attention.
24. Multicultural Marketing
Multicultural marketing is devising and executing a marketing campaign that targets people of different ethnicities and cultures within a brand’s overarching audience. Not only does it help you relate to and resonate with minority groups, but it also recognizes their ethnicities and cultures and helps majority groups realize that most countries are melting pots and not dominated by one main ethnicity or culture.
25. Native Marketing
Native marketing is when brands pay reputable publishers to collaborate in the creative process of crafting a sponsored article or video that covers one of the publisher’s main topics and looks like a regular piece of content on their website. They also pay these publishers to distribute this sponsored content to their massive audience through social media and their website. In sum, when brands pay for a publisher’s native advertising services, they can leverage their editorial expertise and reach to help their brand tell captivating stories to a bigger and better viewership.
Neuromarketing blends neuroscience and marketing to help brands gauge the emotional resonance of their current and future marketing campaigns. To do this, companies like Immersion Neuroscience and Spark Neuro have developed technology that can gauge certain neurochemical and physiological responses, which both signal emotional engagement while consuming marketing content.
27. Outbound Marketing
Outbound marketing is a traditional method of marketing that includes intrusive activities such as print ads, TV ads, cold calling, and email blasts.
28. Partner Marketing
Partner marketing is attracting new partners to sell your product or service to another pool of customers. At HubSpot, we have an agency partner program where inbound marketing agencies sell our product to their clients and we give our partners a cut of the revenue.
29. Personalized Marketing
Personalized marketing is leveraging technology and data analysis to distribute personalized marketing messages to your prospects.
30. Persuasive Marketing
Persuasive marketing focuses more on the emotions and less on the facts. It aims to make an audience feel something, associate those emotions with a brand, and trigger a desired action.
31. Product Marketing
Product marketing is bringing a product to market and driving demand for it. This includes deciding the products positioning and messaging, launching the product, and ensuring salespeople and customers understand its benefits and features.
32. Proximity Marketing
Proximity marketing is when brands use Beacons, which are Bluetooth devices that send alerts to people’s smartphones based on their proximity to one of their stores, to promote discounts to any customer who walks by one of their stores and has their app. Beacons can also pinpoint people’s location in a store and send them deals on the products and brands that are the same section as them.
33. Relationship Marketing
Relationship marketing is a type of marketing that focuses on cultivating deeper, more meaningful relationships with customers to ensure long-term brand loyalty. Relationship marketing is not focused on short-term wins or sales transactions. Instead, it’s focused on delighting an audience and your customers for the long-haul.
34. Search Engine Marketing
Search engine marketing, or SEM, is optimizing content for search engines or using paid advertising to ensure that your business’s products or services are visible on search engine results pages (SERPs). When a user types in a certain keyword, SEM enables your business to appear as a top result for that search query.
35. Social Media Marketing
Social media marketing is creating content to promote your brand and products on various social media platforms like Facebook, Instagram, LinkedIn, and Twitter. Your unique content should be tailored to the specific platform you share it on to help you boost your post’s reach.
36. Stealth Marketing
Stealth marketing is when a brand hires actors or celebrities or uses pseudonyms to promote their product or service without consumers realizing they’re being marketed to. Some examples of stealth marketing are hiring actors to subtly promote products to the public, sockpuppeting, paying influencers to post about a product or service without disclosing that it’s actually an ad, creating fake viral videos, and product placement in movies.
37. User-generated Marketing
User-generated marketing is when businesses ask the public for ideas, information, and opinions on social media or run contests to help them craft better marketing material, like a logo, jingle, or commercial.
38. Video Marketing
Video marketing is creating videos and uploading them to your website, YouTube, and social media to boost brand awareness, generate conversions, and close deals.
39. Voice Marketing
Voice marketing is leveraging smart speakers like Amazon Alexa and Google Home to educate people and answer questions about their topics of interest.
40. Word of Mouth Marketing
Word of mouth marketing is customers’ recommendations of a brand, which is the most trusted form of marketing today. To create as much word of mouth marketing as possible, you need to stay laser-focused on developing the best product or service possible and providing top-notch customer service. In other words, you need to serve your customers needs before your own. Only then will your customers turn into a loyal, passionate tribe that will recommend your brand to their friends and family.
To commemorate the LGBTQ rights movement in New York City, Google has created a digital monument for the 50th anniversary of the Stonewall riots.On Tuesday, Google—along with The Lesbian, Gay, Bisexual & Transgender Community Center and the National Park Service—unveiled an interactive augmented-reality experience. The AR experience and accompanying website tell the story of the 1969 police raid on the Stonewall Inn, a popular West Village gay bar that’s now a National Historic Landmark honoring the city’s LGBTQ rights movement.The AR experience is at Christopher Park in Manhattan’s Greenwich Village, which has a sculpture commemorating the neighborhood’s historic involvement in the LGBTQ rights movement. When visitors download the Stonewall Forever app and scan their surroundings with smartphone cameras, hundreds of rainbow-colored particles digitally appear—each leading to digitized archival materials from the movement’s early years. The footage includes unseen photos along with video and audio from LGBTQ movement leaders recounting their experiences.“Creating Stonewall Forever with support from Google presented the rare opportunity to broaden the story of the Stonewall Riots and provide a richer, more diverse narrative about one of the most influential events in the fight for LGBTQ equality,” Glennda Testone, executive director of The Center, said in a statement. “We were proud to serve as the conduit to the community to bring a wide variety of voices to the narrative, particularly from people of color, young people and the trans community, and are honored to be part of preserving LGBTQ history.”The digital monument was created with the help of a $1.5 million grant by Google to The Center and was built by Google employees and Stink Studios. The project—which debuted alongside a short documentary—is also available for viewing via desktop.“We are honored to support The Center in their effort to preserve stories of Stonewall for the next generations,” William Floyd, director of external affairs at Google, said in a statement. “By using technology, we are able to expand the scale and reach of the Stonewall National Monument so that it’s a shared, interactive experience, bringing past and present together in a completely new way. The fight for LGBTQ rights is an ongoing one and Stonewall Forever seeks to tell that story.”
Advanced television, in the form of CTV and OTT inventory, is said to combine the best elements of traditional TV (in terms of quality media content) along with the relevance of digital (in terms of hyper targeting).The net result is a near-utopia for the media industry, with media buyers willing to pay higher inventory prices to be better placed beside premium content, while media spend returns to the industry’s trusted content providers.The CTV sales pitchWell, that’s the sales pitch, at least. And it’s one that was frequently reiterated at this year’s upfronts, the traditional week-long TV industry dog-and-pony show that’s beginning to resemble the NewFronts, the digital glitz-and-glamour parade designed to bring legitimacy to digital publications. Buyers at this year’s upfronts, though, noted a distinct lack of details.Pitches like this one are also commonly employed by ad-tech vendors eager to capitalize on a fast-changing industry, as well as those keen to differentiate themselves from the densely populated programmatic landscape that many investors find increasingly undifferentiated.For example, eMarketer notes how CTV and OTT demand would drive programmatic spend to the extent it would account for almost half of all U.S. video ad spend in 2021, topping $20 billion.“The near 50-50 split of spending is an indicator of how eager buyers and sellers have become to capitalize on video advertising in any and all forms,” said Lauren Fisher, principal analyst at eMarketer, in a recent report.The early CTV gold-rush is laden with complicationsHowever, what’s also clear is that some of the more nefarious elements of ad tech are also making coin while this sector of the industry develops, and as demand for automated, data-driven TV ad placements has already outstripped supply.For instance, the comparatively slow adoption of transparency initiatives adapted from the desktop space, such as Ads.txt, means the perpetrators of fraudulent tactics like arbitrage are free to recreate the Wild West days of programmatic by taking the lion’s share of revenue originally intended for working media.And, ironically, server-side ad insertion (SSAI), a technical advancement designed to improve the public’s ad viewing experience on advanced TV, has inadvertently let them cover their tracks.Simply put, this is a case of the worst of digital enjoying the best of TV: the higher inventory prices associated with CTV and OTT media buys.But all is not lost.Following the moneySeparate sources noted how they have observed the bad actors of programmatic buying now playing their trade in the advanced TV space. One especially prevalent practice is domain spoofing, which is when ad-tech middlemen misrepresent the ad inventory they have to sell and/or engage in wild price speculation.Ad verification outfit Pixalate estimates that as much as 500,000 of the internet’s top domains have implemented the transparency scheme Ads.txt as of mid-2018. But where Ads.txt was effective in pushing a considerable number of ad-tech bad actors to the far reaches of the desktop ecosystem, experts are witnessing their return via CTV and OTV.“The bad actors have pivoted to environments that were a little easier to manipulate … I think there’s a few things that make it the perfect storm for them to thrive,” explained Nick Frizzell, vp brand safety and inventory operations at online ad exchange SpotX.However, as money now moves into the CTV and OTT space, so too do the bad actors. And the slow adoption of App-ads.txt—a version of the same scheme aimed at helping to combat fraud in mobile and OTT apps—has helped ease their transition.By contrast, a widespread adoption of App-ads.txt would require store providers themselves to provide software functions that would then let app developers construct an App-ads.txt file that could list their approved ad-tech partners.Continue Reading