What does it take become an author?

Admin | Marketing | September 5, 2024

Great value and so easy to use and saves me so much time! I was shocked by how much time and brain energy it saved me. Simple & easy gotta love that. Great value and so easy to use.

Latest Blog

Elevate Your Workforce: Top Corporate Training Programs for 2025

Categories

Who will view my content?

Admin

Biographical Info

Media and Youth: Insights for Businesses to Drive Engagement Approximately one-third of the world’s population is made up of 2 billion young people under 18. They make up half the population in the least developed nations and less than a quarter in the most industrialised ones. Their challenges range from basic survival to discrimination and exploitation. Moreover, there are myriad differences in cultures, traditions, and values.Nevertheless, children and youth everywhere share some universal traits. They are fundamentally more optimistic, more open, and more curious than their adult counterparts.Increasingly, children are enjoying unprecedented freedoms in many countries. Unfortunately, others confront growing health and social problems, ranging from deepening poverty and ethnic strife to substance abuse and sexually transmitted diseases, political turmoil, and warfare. The Role of Media in Youth Development In many countries, youth have access to a greater number of multimedia choices than ever before—conventional, satellite, and cable TV channels; radio stations; newspapers and magazines; the internet; and computer and video games. In addition, many are exposed to the same programs, the same characters, and the same marketed spin-off products. Today there is greater availability of foreign programming and media and less official censorship and control in many parts of the world. Information, email, and images flow around the world faster and more freely than ever. Indeed, mass media are making the world smaller, and culture and media are increasingly inextricable, especially for young people. Television is the dominant medium for young people—and adults—around the world. In recent years, the number of television channels, household television sets, and hours spent watching television more than doubled. Satellite television reaches all continents, offering increasing numbers of channels targeting specific market segments, including young viewers. The prevalence of television viewing among young people raises serious concerns about recent national and global trends in the television industry. The rampant consolidation of commercial media has meant the dominance of only a handful of large and powerful companies. In industrialised countries, there have been recent outcries over rising levels of aggression, obesity, substance abuse, eating disorders, and unsafe sexual behaviour among youth, increasingly attributed to commercial media aimed at children and youth.The Internet: A Double-Edged Sword In developing countries, where resources limit domestic production, most programs for children and youth are imported. Unfortunately, much of the content contains characters and messages that, at best, are simply not relevant to local cultures and, at worst, convey violent images and mass marketing messages. Marketing and Promotion in the Digital AgeAfter television viewing, listening to the radio is the next most popular activity among children and young people worldwide. Actual listening rates among the young vary greatly, however, depending on the quality of national broadcasting and the availability of private alternatives. In many countries, there has been a boom among young people in radio listening over the past decade, the result of the emergence of dozens of private radio stations.Most young people tune in to the radio primarily for music and entertainment. However, some local radio stations have been very successful in attracting and informing more socially active segments of the population, young and old alike. It has become a major source of diverse information and entertainment for youth interested in social life. The internet has been gaining popularity among young people, though at a much slower pace than television and radio. In spite of significant differences between the developed and developing worlds, the use of computers and the internet is rising steadily, fastest among young men. Around the world, young users are increasingly turning to the internet as a source of information, communication, socialising, and entertainment.At the same time, web access is the source of the greatest divide, both between countries (internet use in industrialised countries far outpaces use in the developing world) and within countries (internet use is concentrated among wealthier and better-educated urban youth).Nevertheless, even in countries where internet and computer use is low, young people actively seek access whenever possible, most often in internet cafes. Young people are enthusiastic about the internet because, more than any other medium, it helps them establish contact with the outside world and freely seek information.Perhaps it is ‘free’ access to information that also accounts for the higher levels of trust young people (and adults as well) often place in information on the web than in information from traditional media. Young people use the internet primarily for communicating (email and chat rooms), downloading (computer games, software, and music), and obtaining information (about education, entertainment, sports, “taboo” topics not addressed by adults, and news that may be censored for political motives). Marketing and PromotionIn the digital age, marketing and promotion are vital for the success of media content. Training covers strategies for social media marketing, content distribution, and audience engagement. Understanding analytics and metrics is crucial for measuring the impact of promotional efforts. Media Law and EthicsKnowledge of media law and ethics is essential to navigate the legal and ethical challenges in the industry. Training programs often cover copyright laws, intellectual property rights, and ethical considerations in media production. Soft Skills: For Enhancing Professionalism Communication: Effective communication is fundamental in media and entertainment. Training focuses on both verbal and written communication, ensuring clear and concise conveyance of ideas and information.Networking: Building a network of industry. Environmental Sustainability: A Growing Priority As the media and entertainment industry expands, so does its environmental footprint. Embracing sustainability practices is becoming increasingly important for professionals in this field. Training programs now often include modules on environmental sustainability to ensure that future media projects are eco-friendly. Sustainable Production Practices Training covers methods to reduce the environmental impact of film and television production. This includes energy-efficient lighting, waste reduction strategies, and sustainable set design. Learning to implement green practices on set can significantly lower the carbon footprint of productions. Digital Media and Sustainability With the rise of digital media, there is a growing emphasis on reducing the environmental impact of data storage and streaming. Training in this area explores ways to optimise data centres, use renewable energy sources, and reduce the energy consumption of digital platforms. Eco-friendly Content Creation Creating content that raises awareness about environmental issues is another crucial aspect. Training programs often encourage content creators to incorporate themes of sustainability into their work, promoting eco-friendly messages and educating audiences about environmental conservation. Green Certifications Professionals can also pursue certifications in sustainable practices, such as the Green Production Guide or the Environmental Media Association's Green Seal. These certifications demonstrate a commitment to sustainability and can enhance a professional's credibility in the industry. Final Thoughts on Media and Youth The integration of environmental sustainability into media and entertainment training ensures that future professionals are not only skilled in their craft but also mindful of their ecological impact. By adopting sustainable practices, industry can contribute to a healthier planet while continuing to produce high-quality content. Turn Media into a Bridge—Not a Barrier—to Younger Audiences! Explore the Trends
Understanding Customer Psychology – Influencing Customer Decision Making Whether customers make impulsive or thoughtful decisions, it is highly dependent on the perceived value. When they make a decision about any product or service, they're thinking about solving a need. Customers look for trustworthy, knowledgeable individuals to educate them on a solution which is highly personalized and solves their problems. Understanding customer psychology is very important in influencing decision-making. Be it impulsive or well-thought-out choices, customers look for solutions that deal with their individual needs from a person whom they can trust and who has the expertise to effectively diagnose and address their needs. The customer of today is well informed and wants a consultative approach that builds trust, credibility, and loyalty. The scientific and artistic approaches can be combined by the sales professional in adopting a strategy that will most resonate with each individual customer's preference for the customer satisfaction and relationship-building processes. The Informed and Aware Customer, needs personalisation Today’s customers are well informed and savvy, they need sales professionals to help them diagnose their needs and identify solutions. Every banking customer’s need is different and requires customised solutioning. Customers need to be involved in the decision-making journey. Role and Benefits of the Consultative Pitch in the situation The consultative pitch equips sales professionals with the skills to understand customer needs better & faster. The consultative approach to solutioning adds a lot of value to the customer and it builds credibility and trust which creates loyalty and lifetime customer value. Did you know? Value Perception Guides Choices: There is perceived value in customers' choices more than in cost. So, the communication of benefits has a very important role to play. The factors which influence customer decision making is illustrated below: - The Science and Art of Customer Psychology Customer Psychology is a science as well as an art. It uses both theories borrowed from social sciences to understand customer behavior, and quantitative and qualitative tools and techniques to predict customer behavior. (Source: Vrogue) Steps in understanding customer psychology and influencing decision making process Building trust & rapport Creating a conducive environment by setting the right context and building trust through a consulting and problem solving approach Understanding different personality types There are different personality types having specific characteristics which drive and motivate customers. Comprehending the right type and channelizing the discussions accordingly is very important to generate interest and getting buy-in Did you know? Tailor-made solutions as per individual needs and preferences are expected by the modern customer. Empathize Imagining and thinking from the customer point of view and acting according to those beliefs opens up the customer. This comfort level motivates the customer to discuss the feelings and issues faced by them. Effective probing for uncovering needs Once the customer is comfortable and willing to discuss feelings and issues it is very important to probe deeper to understand the latent needs. The crux lies in the skillful probing technique to ask the right questions at the right time to extract the real issues. Demonstration of capability of product or service Nothing is more convincing than the demo of product and service in any form or method. It has been experienced and researched that most of the customers' objections and queries are taken care of by facilitating a good demo. Focus on perceived benefits Customers are not interested in all the features of the product or service but the ones which suit their customised needs. Every feature which suits the need adds to the perceived value and personalization which drives the propensity to decide in favor. Decision making Journey It has been seen that customers tend to postpone or forgo their decisions if they have doubts about the product or service. To take the entire process to a logical conclusion it is very critical to eliminate the remaining doubts and help the customer to arrive at a decision. (Source: Pinterest) Expertise of Amity Institute of Training & Development At AITD we have a pool of experts in psychology in conjunction with industry experts and consultants who are continuously involved in research projects involving customer decision making and the buying behaviors. The researchers have developed several data analytics tools to understand consumer behavior in the backdrop of evolving lifestyle changes, consumer preferences owing to digital transformation. The cutting-edge sales training programs are based on research, experience and design thinking which are contemporary as well as futuristic. Did you know? Adopting a consultative approach empowers the sales professional to understand the needs of the customer, thereby establishing long-lasting trust and loyalty. Steps in the Process of Consumer Decision Making 1. Problem Recognition This is the initiation stage where the consumer actually identifies that they need something or have a problem they want to solve. It may be activated internally through hunger or thirst or through external sources like advertising and word-of-mouth. 2. Information Search Information search: Having identified the problem, the consumer seeks information to solve it. This can be in the form of internal search, such as memory of past experiences, and external search, which includes friends, family, internet reviews, or even advertisements. 3. Alternative Evaluation The consumer, at this stage, will evaluate a number of products or services in order to determine which one best meets his needs. The comparison may involve features, benefits, price, brand reputation, and so on and so forth. 4. Purchase Decision The consumer, having put into consideration all the final alternatives, this is where the decision on which product or service to buy is made. The decision to buy might have reasons such as the availability of the product, promotional offers, or additional inducements. 5. Purchase Here is where the customer acquires the product. This can be in-store or online and involves transacting the purchase. 6. Post-Purchase Evaluation After making the purchase and consuming the product, the consumer evaluates their purchase decision. They evaluate whether the product meets their expectations and whether they are satisfied with their purchase. If all goes well with the consumption experience, this can result in repeat purchases, brand loyalty, or, if unsatisfied, returns and negative word-of-mouth. Examples of each step in the Process of Consumer Decision Making Problem Recognition Example: Sarah notices her phone battery drains quickly and decides she needs a new phone. Information Search Example: Sarah has been going through the Internet reviews, asking the friends for recommendations and visiting electronic shops to gather information on the latest smartphones . Evaluation of Alternatives Example: After the comparison of various models in terms of battery life, camera features, price, and reputation, Sarah selects the particular model she was going to purchase. Purchase Decision Example: Finally, considering the best battery life and camera features available in her budget, she buys the smartphone from Brand A. Purchase Example: Sarah walks into an electronics store and buys a Brand A smartphone. Post-Purchase Behavior: Example: One month of using the phone, she is convinced that it does the job like she expected it to. Consequently, I wrote a positive review online. Interested in Learning more about the topics, here are a few links to relevant researches and studies conducted: Marketing analytics: The bridge between customer psychology and marketing decision‐making Understanding Customer’s Behavior Theory and Models of Consumer Buying Behaviour: A Descriptive Study (Source: Zendesk) Conclusion Understanding customer psychology and influencing decision-making journeys are critical for sales professionals aiming to provide personalized solutions and build lasting customer relationships. As customers become more informed and discerning, the need for customised and consultative approaches becomes paramount. By building trust, empathizing with customers, and effectively probing to uncover their needs, sales professionals can better demonstrate the value of their products and services.