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Don’t Measure The Easy When It Comes To Internet Marketing

by Loknath Das
written by Loknath Das

Are you focused on the easy when it comes to Internet marketing? Clicks, views, subscriptions, and followers when measuring your marketing success with websites, blogging, and other social media.

Rather than focusing on something easy, widely respected marketer, author, and speaker, Seth Godin suggests that you ask:

What is it that you hope to accomplish? Not what you hope to measure as a result of this social media strategy/launch, but to actually change, create or build?

Focus on the real goal — where do you want to be at at the end of the day, not on numbers, per Godin.

An easy but inaccurate measurement will only distract you. It might be easy to calibrate, arbitrary and do-able, but is that the purpose of your work?

I know that there’s a long history of a certain metric being a stand-in for what you really want, but perhaps that metric, even though it’s tried, might not be true. Perhaps those clicks, views, likes and groups are only there because they’re easy, not relevant.

Law firm business development and marketing will always be measured by growth in business. The same is true with Internet marketing.

  • What business have we retained from existing clients?
  • What new business have we realized from existing clients?
  • What business have we realized from new clients?
  • What business have we gleaned from new industries or areas of law we have not worked in before but for which we developed a strategic plan to get after?
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Internet

With Fantastic Beasts and Where to Find Them, Harry Potter Magic Comes to Amazon.com

by Rajdeep
written by Rajdeep

With Fantastic Beasts and Where to Find Them, Harry Potter Magic Comes to Amazon.com

The Fantastic Beasts and Where to Find Them buzz machine continues to churn out ideas to bring the magic of the Harry Potter fictional universe to the real world. After tying up with Google to get Harry Potter spells to Android smartphones and important locations of the upcoming films to Street View, the Warner Bros. team has partnered with Amazon.com to offer a similar experience while shopping.

You can try out Harry Potter spells using the Amazon.com search bar. Just type in Lumos in the search bar and your screen will go dark, with a small pinprick of light getting bigger, which eventually gives way to a promotion of Fantastic Beasts and Where to Find Them, complete with the film’s trailer.

Typing in Reducto will show glass crack on the screen, while Incendio and Aguamenti spells will be followed by a flaming fire and splash of water across the screen, respectively. The Orchideous spell will result in flowers blooming on the screen.

But sadly for all you Muggles in India, the feature is not available on Amazon.in yet – though navigating to Amazon.com is not so hard.

[Source:- gadgets.ndtv]

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Education

School closures triple in Central and Western Africa as education comes under fire

by Loknath Das
written by Loknath Das

In a new report detailing threats of violence against schools across the region and issues as a ‘Child Alert’, the UN agency warned that a generation of children risks being denied the right to learn.

“Nearly two million children are out of school due to conflict, so it is not an easy number,” UNICEF Goodwill Ambassador, Muzoon Almellehan, told journalists in Geneva. “It is important to highlight those challenges, to highlight the struggle of those people. They need us, they need our attention.”

From Burkina Faso to Nigeria, more than 9,200 schools shut

Data gathered by UNICEF to June indicates that 9,272 schools have been closed in Burkina Faso, Cameroon, Chad, Central African Republic, the Democratic Republic of the Congo, Mali, Niger and Nigeria as a result of insecurity – three times the number at the end of 2017.

“Schools are being shut down,” according to UNICEF Deputy Executive Director, Charlotte Petri Gornitzka. “Over the past two years, the number of schools that have been shut down has tripled; over 9,000 schools due to the insecurity have been attacked.”

The UNICEF report notes how spreading insecurity across north-west and south-west Cameroon has left more than 4,400 schools forcibly closed.

In Burkina Faso, more than 2,000 schools are closed, along with more than 900 in Mali, owing to increasing violence in both countries.

In the central Sahel region, moreover, Burkina Faso, Mali and Niger have witnessed a six-fold increase in school closures owing to attacks and threats of violence in just over two years, from 512 in April 2017, to more than 3,000 by June this year.

School closures in the four countries affected by crisis in the Lake Chad Basin – Cameroon, Chad, Niger and Nigeria – remained at around 1,000 between the end of 2017 and June 2019.

Education is crucial when you’ve fled violence – UNICEF Goodwill Ambassador

Just back from visiting a camp for people displaced by violence in central Mali, Ms. Almellehan insisted in Geneva that for many people, herself included, education was vitally important in giving children hope for a better future.

“I had to flee my homeland in Syria in 2013 and I also had to live in refugee camps,” she explained. “It wasn’t easy for me and also I can feel like those children who can’t go to school, because education is something really, really important to me, myself.”

One direct result of children not getting an education is that they are more vulnerable to recruitment by extremists or abuse at their hands such as forced marriage, the UNICEF Goodwill Ambassador insisted.

“When a child is not at a school, especially if the child suffers from a very bad economic situation, when they are in poverty, when they don’t have enough awareness, all of that can affect that child and can lead that child to being exploited easily,” she said.

On a wider level, the lack of schooling “is casting a foreboding shadow upon children”, their families, their communities and society at large,” UNICEF said in a statement, noting that more than 40 million six to 14-year-olds are already missing out on school in Central and West Africa.

The agency is working with education authorities and communities to support alternative learning opportunities including community learning centres, radio school programmes, technology for teaching and learning, and faith-based learning initiatives.

It is also providing tools for teachers who work in dangerous locations, and psychosocial support and care for schoolchildren emotionally scarred by violence.

$221 million appeal across seven countries only 28 per cent funded

“Now more than ever, governments must reaffirm their commitment to education and protect spending on education for their youngest citizens,” the UNICEF report insists. “Now is the time for renewed efforts to make sure the potential of a generation of young people is not wasted,” it emphasized, highlighting a funding gap of 72 per cent of the $221 million required for educational programmes across seven countries in the region.

[“source=un”]

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Internet

Google’s AI Push Comes With Plenty of People Problems

by Loknath Das
written by Loknath Das

Google's AI Push Comes With Plenty of People Problems

HIGHLIGHTS

  • Google had declared that AI was more important than fire or electricity
  • Company to employ thousands to catch rogue YouTube posters, bots
  • In the latest quarter alone, Alphabet added 2,009 workers

Google CEO Sundar Pichai recently declared that artificial intelligence fueled by powerful computers was more important to humanity than fire or electricity. And yet the search giant increasingly faces a variety of messy people problems as well.

The company has vowed to employ thousands of human checkers just to catch rogue YouTube posters, Russian bots and other purveyors of unsavoury content. It’s also on a buying spree to find office space for its burgeoning workforce in pricey Silicon Valley.

For a company that built its success on using faceless algorithms to automate many human tasks, this focus on people presents something of a conundrum. Yet it’s also a necessary one as lawmakers ramp up the pressure on Google to deter foreign powers from abusing its platforms and its YouTube unit draws fire for offensive videos, particularly ones aimed at younger audiences.

In the latest quarter alone, Google parent Alphabet added 2,009 workers, for a total of 80,110. Over the last three years, it hired a net 2,245 people per quarter on average. That’s nearly 173 per week, or 25 people per day.

Some of the extra workers this year will be part of Google’s pledge to have 10,000 people across the company snooping out videos and other material that violate the company’s policies – but which computers can’t catch on their own. That program will lead to what Google calls “significant growth ” in personnel.

Google will take on even more workers in the current quarter now that it has closed its $1.1 billion (roughly Rs. 7,000 crores) purchase of part of hardware maker HTC, bringing onboard the 2,000-plus engineers who worked on the Pixel smartphone line.

On Thursday, Pichai spoke bullishly about content-checkers hiring, saying the investments now set the company up to capture growth in the future – in the same call with investors that he touted self-driving vehicles developed by Alphabet’s Waymo unit, which aim to do away with human drivers entirely.

For instance, Pichai said he sees consumers increasingly watching YouTube videos on connected TVs in the living room, a lucrative segment of growth for the digital video advertising that helps power Google’s growth.

After controversies over YouTube stars who made anti-Semitic comments or showed video of someone who had apparently died by suicide, Google has tightened its standards. It has limited which YouTube channels can serve up ads; vowed to manually review every video in its most popular channels for 18-to-34-year-olds; and will pay outside companies to ensure that brands don’t have their ads turn up next to unsuitable videos.

“While there have been some concerns, we’re working really hard to address them and respond strongly,” Pichai said.

Some analysts aren’t so sure. Collin Colburn, an analyst with market researcher Forrester, wonders how much of the recent changes are just window dressing at a company for whom hiring thousands of people amounts to little more than pocket change.

“I wonder if it’s more of a move of optics rather than practicality,” Colburn said, noting Google’s “massive” double-digit revenue growth and cash hoard of $102 billion (roughly Rs. 6.54 lakh crores).

Revenue at Google parent Alphabet rose 24 percent from a year ago to $32.32 billion (roughly Rs. 2.07 lakh crores). After subtracting advertising commissions, revenue was $25.87 billion, exceeding Street forecasts of $25.65 billion. But the company swung to a $3 billion loss from a $5.33 billion profit a year earlier, reflecting the recent federal tax overhaul.

Alphabet shares were down 2.3 percent at $1,141.42 (roughly Rs. 73,600) in after-hours trading.

Google’s growing workforce has the company on a real-estate tear.

It recently opened up offices in Austin, Texas; Ann Arbor, Michigan; Boulder, Colorado; and is planning to open offices in Detroit. It broke ground in November on a huge office building in the heart of London, home to its DeepMind artificial intelligence unit, that will come complete with a rooftop running track.

Near its current headquarters, construction is underway on two futuristic dome-like structures infused with natural light, brimming with solar panels and set to open in late 2019. Google is negotiating with the city of Mountain View to add 10,000 housing units, many of which will likely be home to employees known as “Googlers.”

Pichai said the company intends to hire “thousands of people across the US” this year, build or open five new data centres, and make “significant investments” in nine states.

[“Source-gadgets.ndtv”]

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