Jeff Cassman, Author at Jeff Cassman

Battling for Attention in the 2024 Election Year Media Frenzy

As we march closer to the 2024 U.S. presidential election, CMOs and marketing leaders need to prepare for a significant shift in the digital advertising landscape. Election years have always posed unique challenges for advertisers, but the growing dominance of digital media has made the impact more profound than ever before.

In this article, we’ll explore the key factors that will shape the advertising environment in the coming months and provide actionable insights to help you navigate these turbulent waters.

The Digital Battleground

The rise of cord-cutting and the shift towards digital media consumption have fundamentally altered the advertising landscape in recent years. As traditional TV viewership declines, political campaigns have had to adapt their strategies to reach voters where they are spending their time: on digital platforms.

According to a recent report by eMarketer, the number of cord-cutters in the U.S. is expected to reach 65.1 million by the end of 2023, representing a 6.9% increase from 2022. This trend is projected to continue, with the number of cord-cutters reaching 72.2 million by 2025.

Moreover, a survey conducted by Pew Research Center in 2023 found that 62% of U.S. adults do not have a cable or satellite TV subscription, up from 61% in 2022 and 50% in 2019. This data further underscores the accelerating shift away from traditional TV and towards streaming and digital media platforms.

As these trends continue, political advertisers will have no choice but to follow their audiences to digital channels. In the 2022 midterm elections, digital ad spending by political campaigns reached $1.2 billion, a 50% increase from the 2018 midterms. With the 2024 presidential election on the horizon, this figure is expected to grow exponentially, as campaigns compete for the attention of an increasingly digital-first electorate.

For brands and advertisers, this means that the competition for digital ad space will be fiercer than ever before. As political ad spending continues to migrate to platforms like Meta, YouTube, and connected TV, the cost of advertising will likely surge, making it more challenging for non-political advertisers to reach their target audiences.

To navigate this complex and constantly evolving landscape, CMOs and their teams will need to be proactive, data-driven, and willing to experiment with new strategies and channels. By staying ahead of the curve and adapting to the changing media consumption habits of their audiences, brands can position themselves for success in the face of the electoral advertising onslaught.

Rising Costs and Limited Inventory

As political advertisers flood the digital market, the cost of advertising is expected to skyrocket. CPMs (cost per thousand impressions) will likely experience a steady climb throughout the year, with significant spikes anticipated in May, as college students come home from school and become more engaged in political conversations, and around major campaign events like presidential debates.

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Stop Working For – Give Yourself To

Thoreau wrote, “The cost of a thing is the amount of what I will call life, which is required to be exchanged for it, immediately or over the long run.” (Walden)

You determine value when you subtract cost from benefit.

Some things don’t cost anything. Good investments return more than they take.

To not for:

Working for something is the pursuit of gratification.

Give yourself ‘to’ not ‘for’. Working for something is an exchange of life for benefit. Giving yourself to something goes beyond material exchange. It’s simple to ask, “What are you working for?” The challenging question is “What you are giving yourself to?”

When you give yourself to something you express purpose.

2 things leaders give themselves to:

#1. Give yourself to personal development.

The benefits of personal development exceed cost when you multiply your ability to impact others.

Enhance your ability to manage your calendar. You manage yourself when you manage your time. A person who doesn’t control their calendar is out of control.

Develop your ability to develop others. You multiply the impact of your life when you develop your ability to coach. You extend the value of your life when you improve your mentoring skills.

#2. Give yourself to people.

Live a life worth remembering. I’m not talking about climbing mountains and visiting beautiful places. Live in a way that people miss you when you’re gone. They remember your generosity, kindness, and drive to excel.

Live as if your reputation matters. Your reputation is the way people talk about you when you’re not in the room.

E. B. White expressed the challenge, “I arise in the morning torn between desire to improve the world and a desire to enjoy the world. This makes it hard to plan the day.”

What can you give yourself to today?

Still curious:

7 Powers of Life Purpose

4 Simple Reasons Your Calendar is Out of Control

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2 Personality Traits That Predict Your Lifespan

People with this personality trait tend to have better health habits and more stable jobs and marriages.

People who are conscientious and careful live the longest lives, research finds.

Conscientious people tend to be self-disciplined and they aim for achievement.

Two aspects of conscientiousness have the strongest link to a long life:

A preference for order,
and an orientation towards achievement.

Careful people are also less likely to smoke or drink and experience lower levels of stress.

In more bad news for people trying to enjoy their lives, happiness seems to have little connection with a long life.

The reason is that cheerful, laid-back people tend to be more careless about their health.

Persistent and conscientious people, though, get that check-up.

The conclusions come from an analysis of 20 different studies which included over 8,900 people in many countries.

Being more conscientious was consistently linked to living a longer life.

It is probably because conscientious people tend to have better health habits and more stable jobs and marriages.

Conscientiousness is one of the five major aspects of personality, along with agreeableness, extraversion, openness to experience and neuroticism.

Professor Howard S. Friedman, the study’s co-author, said:

“The major finding is that this conscientiousness aspect of personality is indeed reliably predictive of mortality risk across studies.

This seems to be as important as most commonly assessed medical risk factors, few of which are psychological.”

If you are not that conscientious, there is still hope, said Dr Margaret L. Kern, study co-author:

“There is some evidence that people can become more conscientious, especially as they enter stable jobs or good marriages.

We think our findings can challenge people to think about their lives and what may result from the actions they do.

Even though conscientiousness cannot be changed in the short term, improvements can emerge over the long run as individuals enter responsible relationships, careers and associations.”

The study was published in the Journal of Personality (Kern & Friedman, 2008).

Author: Jeremy Dean

Psychologist, Jeremy Dean, PhD is the founder and author of PsyBlog. He holds a doctorate in psychology from University College London and two other advanced degrees in psychology. He has been writing about scientific research on PsyBlog since 2004. He is also the author of the book “Making Habits, Breaking Habits” (Da Capo, 2013) and several ebooks. View all posts by Jeremy Dean

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7 Essentials to Reputation Management for Celebrities

Reputation management helps improve a public figure’s brand, gain better control over what information circulates about the figure in question, and repair damage caused by negative news pieces. It’s also an important consideration for every public personality with a fanbase, regardless of size.

Without reputation management, for example, just one insensitive or outdated comment on a dormant social media account can cause loads of backlash and reverse years of work—even if you think everyone forgot about it. The truth is, you never know when an armchair muckraker who has nothing better to do will stir up a media scandal against you.

And since you don’t want to be the next person posting an apology video, it’s important to know the ins and outs of celebrity reputation management so you can be prepared to prevent and manage any backlash.

1. Own Your Social Accounts

The first step to managing your reputation is to have an official communication channel to connect with your fanbase—because emails and press releases simply won’t cut it.

If you happen to land in a PR crisis for any reason, social media channels serve as the first line of defense to address any issues and make a statement before things blow out of proportion.

Meanwhile, having verified social accounts also helps keep impostors and impersonators at bay. These people often set up fake celebrity accounts to scam fans, mostly for monetary gain. If you don’t identify these accounts and address this issue quickly enough, you’ll have to deal with the backlash.

Keanu Reeves, for example, does not have any social media accounts, and this can often land his fans in hot water (or even debt) for believing in scammers who appear credible.

10 Profitable Solopreneur Business Ideas Anyone Can Start

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Pour Energy into Energy – Leadership Freak

Pour Energy into Energy

Every organization has hot spots. Work is easy. People feel joyful. Stuff gets done.

Pockets of energy are the future.

Every organization has black holes. Everything’s hard. People are negative. Getting stuff done is like flogging dead donkeys.

Focus on energy:

Pour energy into energy.

Leaders can’t ignore black holes, just don’t feed them. Focus your time and resources on success.

Develop, marginalize, or remove:

It’s hard to develop a black hole. It sucks everything in and gives nothing back. If you can’t develop, marginalize, or reassign poor performers, send them to other organizations.

What area of your organization makes you feel like you’re pushing a rope? Protect yourself and others from that area.

Spend time with people who are chomping at the bit.

Black hole responses:

The success of others brings black holes to life.

Black holes love to point out what’s wrong with success.

Black holes say, “Why are we spending so much time on that project and neglecting this one?”

Don’t get sucked in by pseudo-concern. They weren’t doing much. But, when vitality erupts, they want to kill it.

Black holes want you to pull back.

You can’t move forward while pulling back.

When fire flames up pour gas on it.

Follow success. Don’t listen to voices that encourage you to pull back by suggesting you aren’t doing enough for black holes.

Follow the fire.

Both:

Don’t neglect problem areas. One powerful way to energize people is to fix nagging issues. Bad is stronger than good. When you remove bad you do lots of good.

Do both; fuel fires and resolve energy drains.

How can you focus on success instead of failure?

How can you pour energy into energy today?

Still curious:

3 Ways to Energize People during Conversations

How to Energize Colleagues (hbr.org)

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This Early Sign Of Dementia Doubles The Risk

Losing this sense is the strongest early sign of dementia.

Older people who cannot identify smells like lemons, paint-thinner and roses are at double the risk of developing dementia, research finds.

Problems with other senses, such as vision, hearing and touch, can also be indicative of dementia.

However, difficulty with smell is the biggest sensory sign of dementia.

Other early signs of dementia include changes in sense of humour, increased apathy, memory problems and being unaware of those memory problems, being unable to understand sarcasm and insomnia.

Dr Willa Brenowitz, the study’s first author, said:

“Sensory impairments could be due to underlying neurodegeneration or the same disease processes as those affecting cognition, such as stroke.

Alternatively, sensory impairments, particularly hearing and vision, may accelerate cognitive decline, either directly impacting cognition or indirectly by increasing social isolation, poor mobility and adverse mental health.”

The study included almost 1,800 people in their 70s who were tracked for up to 10 years.

Around one-in-five developed dementia during that time.

The results showed that people with poor senses were at twice the risk of developing the disease.

While previous research has focused on smell, this study added together the effects of all the senses.

Dr Brenowitz said:

“The olfactory bulb, which is critical for smell, is affected fairly early on in the course of the disease.

It’s thought that smell may be a preclinical indicator of dementia, while hearing and vision may have more of a role in promoting dementia.”

People’s whose sense of smell declined by 10 percent were at a 19 percent greater risk of dementia, the study found.

Declines in hearing touch and vision were linked to a 1-to-3 percent level of increased risk.

Dr Kristine Yaffe, study co-author, said:

“We found that with deteriorating multisensory functioning, the risk of cognitive decline increased in a dose-response manner.

Even mild or moderate sensory impairments across multiple domains were associated with an increased risk of dementia, indicating that people with poor multisensory function are a high-risk population that could be targeted prior to dementia onset for intervention.”

The study was published in the journal Alzheimer’s and Dementia (Brenowitz et al., 2020).

Author: Jeremy Dean

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Should You White Label Reputation Management? It Depends

White label reputation management involves offering reputation management services under the name of another agency. An example would be a digital marketing agency that doesn’t specialize in reputation management entering a white label agreement with a specialist reputation management agency to deliver services on its behalf.

In some cases, certain online reputation management software can be white labeled, too. Under the white label agreement, you can pass the software off as your own, providing your clients with this highly sought-after service without having to develop it yourself.

When You Should Partner with a Reputation Management Agency to White Label Their Services

There are a few situations when it makes sense to form a partnership with a reputation management agency.

One is when you’re looking to contract out the labor-intensive services of reputation management but don’t have the time or expertise to offer comprehensive services of your own. Given that reputation management is fairly productized, where the service package is the same across clients, it’s often feasible to add these services by partnering with a professional agency.

Under this partnership, you could provide your clients with high-level reputation management services without having to add a ton to your plate, as long as the services are standardized.

If you try to offer these types of reputation management services in-house, you may need to increase your staffing to accommodate the extra manpower needed to provide this service—which can be incredibly risky. This is especially true if a key client leaves your agency unexpectedly.

However, by partnering with a reputation management agency, you greatly reduce the risk on your end.

Another huge benefit of white labeling is that it allows you to provide reputation management services while focusing on the client relationship and not risking the extra overhead. So when your goal is to…

Feeling Down After Loss? The Daily ‘Uplifts’ That Are An Emotional Lifesaver (M)

Discover the power of daily ‘uplifts’ – small actions that significantly improve mood and well-being.

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Author: Jeremy Dean

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Beyond the Wilderness: 4 Strategies When Life is Uphill

Positive thinking is a crushing burden when you believe it prevents adversity, resistance, and uncertainty. Everyone navigates the wilderness.

Moses spent 40 years in the desert. Nelson Mandela spent 27 years in prison. In the 1930s, Winston Churchill was marginalized because he warned England about Hitler.

The wilderness is an inner experience, not a place.

You’re in the wilderness when:

You’re in the wilderness when you can’t find the crest of the hill. Our home is surrounded by hills. You sigh when you make it to the top of steep hills. Your feet feel lighter.

In barren lands your knees shake, and you moan more than you sing. The future feels dark when you can’t find the shade.

4 strategies when life is uphill:

#1. Small acts of defiance.

Nelson Mandela asserted his power by walking a little slower than his guards wanted. Our need for dramatic results defeats us when hurricanes persist.

#2. Slow down – don’t sit down.

There’s a three-mile loop from our house that feels all uphill. I remember one windy day when it felt like the gods opposed me with headwinds. It felt like a battle. When possible, keep going.

#3. Change course.

“If at first you don’t succeed, try, try again. Then quit. There’s no point in being a fool about it.” Attributed to W.C. Fields

Life changes when it must. Don’t throw in the towel. Adjust the sails. Adapt.

#4. Clarify values.

Disconnecting from values is barrenness of your own making. Know what’s important and bind it to your heart.

It’s hard to stand when you lose touch with something to stand for.

Warning: The deadliest wilderness is self-imposed by self-accusation. Write the words of your inner critic on a piece of paper and throw it away.

Which suggestion listed above seems most relevant to you today?

What suggestions to you have for navigating the wilderness?

Still curious:

Master Your Inner Critic

Tom Rath on Getting the Most From Adversity

10 proven ways on how to overcome adversity in life (tonyrobbins.com)

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