Mobile phones- the pros and cons of it

Mobile Phones Advantages and Disadvantages

Nowadays, no matter where you go, the most common thing that you will get to see is invariably the abundance of mobile phones. This is because of the fact that mobiles are a part and parcel of our life and somewhere down the line we have become dependent on these portable gadgets and the demand for the same goes on. Now there are thousands of different models of phones and we all desire for the latest of the lot. But if we probe deeper into the prospect, then we will understand that even a small thing as the mobile phone has dual dimensions. While it gives you a number of privileges, it also comes with a lot of disadvantages as well. Today we are going to talk about both the aspects of this device in a detailed manner.

Advantages of mobile phones:

  • Ease in communicating with others- Unlike the earlier days when the only reliable mode of network was the landline, now the mobiles have made the communicating process a lot easier. Also one can use them as long as the network coverage prevails and even if someone is outside, you can get their updates sitting back at home.
  • You can stay connected no matter where you are- With the kind of up gradation in the mobile phones, there are ample platforms to be together all the time. There are provisions for video calling where the one person can see another and feel their presence around.
  • Multifaceted functioning- In a small device, you can do a number of things like calling, messaging, picture clicking and a lot more. Even if we let alone these basic amenities, we can also see movies, play games, read books and set an alarm as well- all of this on a single platform.


  • Radiation-The scientists have recently reported of the fact that the high radiation generated by a mobile can cause a lot of physical problems. It causes harm to the skin and is a major cause for cerebral problems as well. It has been allegedly causing some neuro disorders.
  • Distraction- There have been several reports of death by accidents so far where the victim was engrossed in mobile phone and was unaware of the approaching vehicle. Sometimes the messaging factor is distracting and sometimes the music player is so loud that people cannot concentrate on anything else at that moment.
  • Last but not the least; we have to talk about the constant interruption that is an essential factor in our lifestyle. No matter what we try to do with gusto, the constant ringing or beeping of the phone is there to interrupt out focus. Also, we must not forget about the possibility of lesser real interaction, since we are now more inclined towards hiding our faced behind the virtual world.

In a nutshell, there can be no denying the fact that mobile phones are an inevitable part of our lives, but there is a point where we should draw the line as far as the frequency of using it is concerned.

Branding Strategy of Netflix

Branding Strategy of Netflix

A look into the Branding Strategy used by Netflix

Before we look into the branding strategy used by Netflix, let us understand the brief history of Netflix. Netflix was found in 1997 by Reed Hasting and Marc Randolph. Initially, the company started off as a DVD rental company which later grew to a 29 Million subscriber company in 2016. By late 1997 Netflix launched it’s website and made the service available online( This was the first best thing Netflix did. They were on the market at the correct time. At the time there weren’t many selling the same service offered by Netflix that made them unique in the market.

Competitors of Netflix

Eventually like all business, even Netflix soon met the enemy. Amazon Prime TV and HBO were doing very well along with other companies like Hulu and At&t’s Uverse. Netflix soon became a thing. they were doing so good that they so close to 46% hike in users over the years. How did they do it? Branding. Netflix had one of the best branding campaigns ever done.

Branding strategies used by Netflix

The internet of things

Like previously discussed, Netflix was able to get into one of the fastest growing market, i.e the internet. The brand made its way into the market way back when the internet was gaining attention. This really helped them a lot in the later stage. They had a huge set of audience to sell to when they actually set off online.

Cross-Device Compatibility and HD

Cross-device compatibility and HD streaming blew people’s mind. 2010 was the time when smartphones and tabs started filling people’s hand and Netflix saw this opportunity. Netflix was available everywhere and in HD too. It was easily accessible from your home, office and some even took it to the washroom. There was no competitor who did the same at the time giving them a sustainable competitive advantage.

Netflix leveraged Digital Marketing

Netflix is there everywhere, let it be facebook, YouTube, twitter and you name it. Not many use the internet as their prime strategy. Take the case of HBO’s Game Of Thrones yes, it did really well. But they were not everywhere and it took a while to reach that huge set of audience they have now. Regardless of the current standing of the show, if it was a Netflix production I bet you would have seen it 10 times before it had launched. Netflix’s ad campaigns were adrenaline pumping, meaning no matter what age or race you are from Netflix managed to capture your attention with their 30 sec, 15 sec, and 6-second ads. Yes, all their video adverts were 30, 15 sec and 6 seconds. And they kept all their trailers under 2:55 second.

Netflix Logo and Interface- Brand Personification of Netflix

Netflix always had a thing about the logo and that thing got put Netflix more like a mysterious person. Look at the UI used in Netflix. Though Netflix streams a lot of fun and Drama, the interface is sleek, minimalist and dark in appearance. Mysterious well interface

Netflix’s brand personification as a mysterious person is quite fascinating even when it comes to the logo. Watch the video

‘Netflix And Chill’ – Confused branding? Well, it paid off!

Netflix and chill became a thing by early 2015. It was not clear though what it meant. The internet was over it and yes “Netflix and chill” were abused should I say. It became a verb, credits to marketers but not in a good way it was a thing for “Wanna have sex tonight?”. Either way, Netflix saw a boost in subscribers. It worked!

Even though Netflix history as a very successful brand, did have a bad day once in 2011.

Netflix had close to 16 million subscribers in 2o11. Reed Hasting made a very bad decision that was later described as the disastrous after Coca-Cola. From 16 Million, by the end of the month, the subscription plunged to 4 million. That was something Netflix never expected.

What went wrong with Netflix in 2011

Netflix rebranded the DVD mail service to Qwikster. Netflix by then had a lot of subscribers on the online platform and was considerably grown a lot big after coming online but the people always remembered Netflix as a very reliable and good DVD-Rental service. Later Reed hasting apologized. Netflix’s subscription grew back to a massive 29 million in 2016.

Brand Experience

Netflix is valued to have a very good brand experience even though there have been setbacks. Netflix always maintained standards in quality of the content that are streamed and also made sure the compatibility to use Netflix was made minimum. These made the audience happy. This also allowed Netflix to reach out to more audience and deliver content. The subscription cost was hiked in 2016 by $1 to $2 on each level of subscription. Since Netflix has made their service available in HD and 4K resolution this hike was justified. All in all, the viewer’s experience and perception towards the brand is good.

NETFLIX Brand Elements

Name: Why the ‘Netflix’

Netflix’s name is derived from ‘Internet’ and the synonym for movie ‘flicks’, putting them together we get ‘Netflix’.

Logo:  The logo was evolved throughout the ages since the foundation of the company. Initially, the logo was basic one with a film role and the text written in Blue ‘Universe Ultra Condensed’.

Later this was evolved to a full white text on Red background initially and later on developed to Red ‘Graphique’ font Text on White background.


The Tagline is more than just a three worded sentence. The keywords ‘See’ and ‘Next’ is to be noted. The word ‘See’ can be attributed to a lot of things such as

  • Connecting people
  • Looking forward
  • Exploring
  • Streaming

Similarly, the word ‘Next’ can be attributed to

  • Creating an anticipation on what Netflix will do next
  • Innovation
  • Curiosity
  • The next episode


Netflix Logo, Sound and Color

There is a reason why these three elements are taken into consideration together.

The logo as mentioned before is a red text on a white background. The logo and the animation sound is basically a combination of few of the best streamed shows in Netflix. The logo sound is from one of the best of Netflix ‘The House of Cards’ and the color format take from the all-time anticipated and viewed tv series ‘Blacklist’.

Frank Underwood. Red. The perfect quip. It’s a three-part system for Netflix’s new brand, and while it sounds almost stupid-simple, the system is a clever, scalable gradient to promote stars like Kevin Spacey or the business of Netflix itself. – Gretel

Brand Identity Trap

Netflix, when rebranded with Gretel in 2014, wanted the Netflix to be in a premium entertaining position though they succeeded in achieving the same the brand also got the ‘Netflix and chill’ identity that they never anticipated would come in. This perception of the brand is still carried on.


Advantages and Disadvantages of Advertisement

Advantages and Disadvantages of Advertisement

Advantages and disadvantages of advertisements with examples

The term, ‘advertising‘ has been derived from the Latin word Adverto which suggests driving the eye towards one thing.Advertising is a large business. it’s usually claimed that billions of dollars ar spent annually on advertising around the world. we are going to take this claim at its face value since it’s hard to make a lot of precise estimates. Advantages and disadvantages of advertisements essay points are mentioned here. You can also use this article for ‘Advantages and Disadvantages of Advertisement’ references. advertisement advantages and dissadvantages

Advertising is, however, an organization encourages individuals to shop for their merchandise, services or concepts.An advertisement is something that attracts sensible attention towards these items.Advertisers influence our emotions by techniques that embrace stereotyping and targeting the audience in line with who we are.Advertising may be a method of telling us what’s available on the market. so we all know what to shop for. and it permits competitor firms to induce abreast of one another within the pitiless competition for the minds, hearts, and wallets of the general public.

Advertising plays a vital role within the introduction of a brand new product within the market. It stimulates the individuals to buy the merchandise.It permits the manufacturer to expand his market. It helps in exploring new markets for the merchandise and retentive the present markets.Advertising is greatly useful in meeting the forces of competition rife in the market. It aims at establishing an immediate link between the manufacturer and also the shopper, thereby eliminating the promoting intermediaries. painters, photographers, singers, cartoonists, musicians, models, and folks operating in numerous advertising agencies.
internet advertising is right for businesses with a national or international target market and large-scale distribution capabilities. As a rule, a lot of individuals your business serves, the foremost efficient net advertising may be. internet advertising also can be a lot of targeted than some ancient media, making certain that your messages are seen by the foremost relevant audiences.
Advertising is geared toward stimulating a requirement for a specific product by creating individuals tuned into the new merchandise and also the existing uses of the recent merchandise. It attracts attention, creates interest and arouses need among the customers.
Advertising creates a higher need for a higher living.It stimulates exertions and improves the commonplace of living of the individuals. it’s conjointly useful for the purchasers that s after we recognize that we’ve got to shop for the merchandise of a specific brand, we tend to shall not waste our time in looking for for the most effective one. we will build an alternative even before we tend to visit the market.
Advertisements give links or contact numbers of the merchandise or the service so the customers will report their grievances against the utilization of bound merchandise so the standard may be bettered. Hence, it brings the customers and also the producers nearer to every alternative.

While on the one hand, advertising is thought to be the life-blood of contemporary business; on the opposite hand, some students are of the view that money spent on advertising may be a waste.An organization must pay a great amount of advertising. It will increase the value of the merchandise. to satisfy this expenditure, worth of the product is raised. No manufacturer pays for the advertising expenses out of his pocket. many a time distorted version of reality is shown within the advertising. basic cognitive process in advertising, customers get the merchandise. On its use, they feel cheated.Every manufacturer comes to his product as superior one within the promotional material. Therefore, the customer is unable to make your mind up on that product is actually good.
Many times, foul language and objectionable pictures ar employed in advertising so as to draw in a specific category. they will be insulting to a specific category. It causes decay of social values.Children cannot build up on alternative or cannot differentiate between real life and also the life portrayed within the world of ad. trade says that they aim the appropriate audiences and that they don’t encourage the carefree behavior. Ads targeting children ar released even before the claims ar verified like the complaint.

Also, read the advantages and Disadvantages of Internet

Conclusion for Advantages and disadvantages of advertisements

On the one hand, there ar people who believe that advertising is a type of art. Like poetry and painting, its purpose is to influence the audience by sharpening its perceptions and inducement emotional responses through involving the senses that are at its disposal. Advertising intends to seduce, persuade, and alter minds and pictures. It uses language to create illusions and make individuals daydream as a result of such is that the purpose of art. On the opposite hand, their are people who say that advertising may be a business. like every alternative business its primary objective is to form profit, in this case, by helping alternative businesses build profit.

Important disadvantages of advertising are as follows:

While on the one hand, advertising is thought to be the lifeblood of contemporary business; on the opposite hand, some scholars are of the read that money spent on advertising may be a waste. people who hold this opinion are, as a matter of reality, the critics of advertising and that they hint at its evils.

According to the critics, advertising has the subsequent disadvantages:

Adds to Costs:

An organization must pay the massive amount on advertising. It will increase the value of the product. to satisfy this expenditure, a value of the merchandise is raised. No manufacturer pays for the advertising expenses out of his pocket. Advertising, therefore, ends up in the unnecessary rise in costs. during this reference, it’s aforementioned that advertising prices ar passed on to the shoppers within the sort of high costs.

Undermines Social Values:

The advertising may be a variety of day-dreaming for the individuals. of late it’s taking the individuals far from reality and into the realm of unnaturalness. Through its medium, individuals get data regarding the new product.

Only only a few product are of any use for them. The brilliance of recent product extremely gets on their nerves. they require to shop for them, however, haven’t any resources at their command. Consequently, they begin feeling upset with their gift standing. Taking it as a social evil, it is aforementioned that advertising undermines social values.

Confuses the Buyers:

Many a time distorted version of reality is shown within the advertising. basic cognitive process in advertising, shoppers purchases the merchandise. On its use, they feel cheated.
They come to comprehend later that the data given within the advertising was one thing else whereas the particular product was quite completely different from it. Thus, individuals lose confidence in advertising attributable to the incorrect presentation. during this reference, it’s aforementioned that advertising confuses instead of help.

Encourages Sale of Inferior Products:

Every manufacturer comes to his product as superior one within the advertising. Therefore, the client is unable to make your mind up on that product is actually smart.

Consequently, it’s tough to urge smart quality product even when paying a handsome value for it. If a trafficker gets the great value for a few inferior product, it becomes a habit with him. It affects different sellers conjointly. Therefore, it’s aforementioned that advertising encourages the sale of an inferior product.

Some advertising is in dangerous Taste:

Many times, foul language and objectionable footage ar utilized in advertising so as to draw in a specific category. they will be insulting to a specific category. It causes decay of social values.

Such types of advertising are usually opposed by the individuals because it hurts their feelings. during this reference, it’s aforementioned that some advertisements are in dangerous tastes.


What is Chrome OS?

What is Chrome OS?

What is Chrome OS?

Chrome starts off as an online browser engineered by Google. As an online browser, it’s used for accessing websites, operating with internet applications, victimization cloud storage to access files and documents, to browse social medias like Facebook or Twitter, so conjointly access recreation and media services like Google Play, Netflix, Spotify, or Ardeo. Now, with that, many of us ar moving to the browser. Over time, additional and additional individuals began to use solely the net browser for his or her daily work. for instance, there ar many of us that use Google Apps rather than Microsoft workplace or use on-line banking rather than Quicken, or hear music victimization streaming services rather than downloading and buying music on iTunes.


And conjointly operating with files on services like Dropbox or Google Drive, rather than storing them on their native laptop. With these changes to the approach that folks work with their computers and with their apps and services and files, Google checked out Chrome because the new desktop for what individuals do every and each day. however, at the time, Chrome had to be put in on a laptop with associate degree software packages like Windows, OS X, or Linux. If everything that folks were doing is in a very applications program, Google then asks the question, what if Chrome was the operative system? thereupon, Chrome OS and therefore the Chromebook were born.

With the software package gone, though, there are some distinct variations too, however, Chrome OS works compared to a conventional {laptop|laptop |portable computer} or computer.

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Now let’s answer all of that briefly

Advantages and Disadvantages of Chrome OS

Advantages of Chrome OS

The biggest advantage of the Chromebook and different devices running Chrome OS is that…out of the box, there’s primarily nothing to line up and zilch to assemble. Since the Chromebook does not have a standard package beneath, you primarily power it up, give your Google account data, and you are sensible to go. Any updates are handled mechanically, and there’s no need for anti-virus package or different sorts of system protection. you’ll begin being productive right from the start. conjointly as a result of Chrome OS is actually simply running an internet browser, it’s extraordinarily quick since it does not get to run Any of the opposite ancient parts of a package like Windows or OS X.

With the system 100 percent dedicated to running an internet browser, it does not get to share system resources with the rest. Now, since Chrome OS is supercharged entirely by a browser, it’s very simple and simple to use. If you’ll use an internet browser, you’ll use a Chromebook with no need to grasp an excessive amount of additional on the far side the browser.

Disadvantages of Chrome OS

With the simplicity that comes with Chrome OS, there are a number of limitations that are placed on you once you use it. the primary and doubtless largest limitation area unit that Chrome OS is essentially dependent on a live web association. though there’s some storage obtainable on…a Chromebook or Chrome device to save lots of files. several of the applications and options of Chrome OS will not operate while not a web association. as an example, though I take a Google Docs document that I produce on-line and move it to the storage internal to the Chromebook. If I am going offline, I will see the file on my Chromebook. however, if I attempt to open it to edit it or work with it, the Google apps internet app cannot load since it needs a live web association.

There are the variety of apps which will work on-line. However, the app needs some association to an internet service. It will not work or it will add a restricted capability. equally to a pill, I will solely use websites or apps…that area unit either an {part of} the browser or part of the Chrome store.


App Store Optimisation (ASO)- Rank your App in App Store and PlayStore

App Store Optimisation (ASO)- Rank your App in App Store and PlayStore

App Store Optimisation (ASO)- Rank your App in App Store and PlayStore


What Is App Store Optimization?

What is ASO? App Store Optimization or ASO is the process of improving the visibility of a mobile app in an app store for IOS, or Google Play for Android. Similar to SEO or Search Engine Optimization for websites, ASO is for mobile apps. Specifically, App Store Optimization includes the process of ranking highly in an app store search results and top charts. And the higher an app ranks, the more downloads it gets. There are several components that contribute to and influence your apps ranking within Google Play and the App store.

The five key elements are The name of your app, your app’s description, the keywords that describe your app, the number and quality of user ratings, and the number of downloads your app gets. Let’s talk about each of these in more detail. The name of your app should be as descriptive as possible while striking a balance between having a concise brandable title versus a spammy title that is completely filled with keywords. If you plan on releasing outside of your Native Country, localize the name and title of your app for each market.

If you have multiple names you think would work, and aren’t sure which one you should use, you can experiment with different app names and see which one ranks higher and drives more downloads. For your app’s description, keep your best content above the fold. Don’t make the reader click the read more button in order to understand what your app is about. And be sure to keep the description readable. Keyword research is very important to the success of your ASO efforts, so be sure to do this research and include keywords relevant to the app.

Consider including keywords used by competitors, if they are relevant to your app. You’ll want to prioritize keywords based on their relevance to the app. How difficult it is to rank for that keyword in the search volume. Newer apps should target keywords that are easier to rank for, while more established apps can target keywords with higher difficulty scores. The volume and quality of ratings is a strong ranking signal for both Google Play and the App Store.

The ratings of your current version matter more than ratings of a previous version, so keep this in mind if you are updating your app, and be sure to find a good way to ask users to review the current version of your app. The number and velocity of downloads of your app are likely the strongest signals to the respect of App Stores as nothing says this is a popular App, as much as getting tens or hundreds of thousands of downloads within a few days of your App being released. An app that has a download volume that starts out high, and increases initially, and remains fairly high, will outrank similar apps that have fewer downloads, and whose download volume falls off quickly.

Also, the number and quality reviews are ratings for the most recent version of the app, have a larger impact than reviews of previous versions of your app. There are additional factors that impact your ranking. The number of people who actively engage with and keep your app installed over a long period of time has an influence of your app’s rank. The more your app is uninstalled, it sends a negative signal to the App’s Stores, that your app isn’t doing what people thought it would.

The App icon will help your click through rate when it is displayed in search results. Don’t underestimate the importance of how good your icon looks. Likewise, your app screenshots will help potential users quickly scan to see how well the app looks. Finally, social signals and backlinks are specific, more for the Google Play Store. If your app has a lot of plus one’s on Google Plus, that sends a good signal to Google to give your app more visibility.

Further, backlinks to your app on Google Play, by sites with a strong reputation will send good vibes to Google. Each of these elements has a different impact on how well your app shows up in search results. When you get all of them right, they give your app the best chance to rank higher.

Why Is App Store Optimization Important?

Why is ASO important? Search is the largest distribution channel for both iOS and Android apps, in the app store and Google Play, respectively. How large? Well, in a survey by Tune, 47% of respondents said that they found apps by searching within the iTunes app store. That is three times higher than the next most common method of finding apps, which was a recommendation from a friend or a family member. Additional data directly from Apple suggests that the percent of downloads from search has risen to 65%, and these numbers are not limited to this one survey either.

In a European based survey, 63% of respondents said that search within an app store was the most common way that they discovered new apps. Let’s put those percentages into context, with two more percentage based stats in a real number. 12% of daily active users, search for apps on the Google Play store. 50% of these people search weekly. In raw numbers, this is over six million unique phrases searched every month on the Google Play store alone.

These numbers have only gotten bigger since this data was published. If you want your app to rank high in search results on app stores, you will need to do everything you can to give your app the best chance possible to rank high.

Comparing The App Stores

My experience, as well as research from marketers who focus on ASO, suggests that the App Store and Google Play store work a little differently from each other in terms of just how much importance each factor has on a ranking’s search results. The app name is the most important component of how your app is discovered in both stores. Keywords are very important and influence how your app can be surfaced in the App Store and Google Play. However, Apple has a dedicated keyword field, so it’s important that you use it for the App Store. For Google Play, Google does not provide a dedicated keyword field.

App store Optimization

Rather, they leverage their larger search expertise and index your entire app description so your keywords are surfaced there as opposed to a dedicated keyword field. The quality of the ratings and reviews your app receives influences how well it ranks. This places an emphasis on you as the developer to make sure that you are building the highest quality app you can and providing the user with the best experience possible. For marketers, this places an emphasis on figuring out the best way for you to ask for users to leave you a review in the App Store.

Keep in mind that reviews are tied to the specific version of the app. So if you have a major release of your app coming, you’ll need to ask users to review your app again because reviews of the current version have more weight than reviews of the previous versions. Both app stores consider the number of downloads and the velocity of those downloads to determine your app’s ranking. When possible, try to coordinate your marketing efforts to drive a large number of downloads in a short period of time. For social signals and links back to your app, the Google Play store incorporates their indexing of the web and take into consideration how many links you have back to your app.

For web pages, this is known as page rank, how many and what quality of sites link back to you. Because Google’s business is based on indexing the web and these links, they can use this to help influence Google Play store rankings. Apple, on the other hand, is not in the index-the-web business. So they don’t use this as a ranking signal. Keep these differences and similarities in mind as you develop your ASO content based on the platforms your app supports.

Connecting with Satellites

Connecting with Satellites

One of the big problems with technologies like DSL and cable modems is that they require you to be roughly within 18,000 feet of some central office. Cable modems really don’t have an 18,000 foot limitation. They do have a limitation, but it’s really kind of invisible to us as users. Well, we can’t all do that and that’s where technologies like satellite really make the difference. This is a satellite receiver and well I should add, let me be more accurate, this is a satellite transmitter and receiver.

And this is fairly typical of the internet-based satellite connections that you can get. Satellite isn’t nearly as fast as DSL and cable. Usually topping out at best maybe about three megabits per second. And that’s synchronous. However, that information’s a bit dated. Today’s satellites are asynchronous with downloads which we can see around 12 megabits per second and uploads around three megabits per second. When you can’t get anything else, as long as you can see a satellite you can use a satellite receiver. Now, the satellite itself, in terms of the receiver, isn’t too terribly interesting.

Advantages and Disadvantages of Satellite communication

We have technicians who will come out, and they’ll install this and point it at the right satellite and get it up and running for us. But coming out of this guy are two RG6 cables. One for the transmission and one for receiving. And they go over to the satellite modem. So, here’s the satellite modem, if you look in the front it’s not too terribly exciting. But in the back you’ll see we’ve got two connections. These are F-type connections, one for transmit, one receives and we plug this in. And then we’ve got power. And then, right here, we just have a nice little RJ45 connection.

So it really works out incredibly well. The concept of modem works pretty much the same for DSL, cable, satellite. You got something that plugs us into our technology but the end result is that it always comes out as an RJ45. There’s one term on the network plugs you might wanna be aware of and that’s called satellite latency. Even though you might reach a certain speed with satellite, simply because of the vast distance involved you may find yourself in a situation where the satellites are a little bit slow on the response, simply because it’s a long way up and a long way down.


Brief History of Video Games

Brief History of Video Games

Video games have only been around for 30 or 40 years. In that short time span, video game production has gone through some dramatic changes. The first playable video games were housed on huge multimillion-dollar mainframes. Early in the history of video games, they were seen as specialized oddities created to prove technical concepts. Games have come a long way from their unassuming roots. Today everyone has access to video games. The formats of video games have expanded also from their humble early stages, a simple one-person arcade-based entertainment to massive multiplayer environments. 

Also Read: Advantages and Disadvantages of video Games

Consider that in the late 70s, Activision, Electronic Arts, and other pioneering companies would simply place their games in plastic bags with Xeroxed instruction pamphlets. These early marketing attempts were sold in small specialty stores because there wasn’t a conventional way to distribute the games to players. However, as demand for video games increased, better marketing, production, distribution, and packaging methods were created. By the mid-1980s, video games for various console systems were sold in every major store in the world.

This insatiable demand for video games quickly transitioned from the best-marketed games to an arms race of technology. No longer was it important to just market your game better than your competition, but one had to develop better graphics, faster frame rates, and longer, more involved storylines. Advances in the technology that drives game performance and graphics have grown at an incredible pace. Just consider that a smartphone one may play games on today is a thousand times more powerful than those multimillion-dollar computers that were first used to play games.

Brief History of Video Games

Improvements in technology will continue to directly impact how video games are made. But technology isn’t the only influence on video game evolution. The driving force behind the continued dominance of video games as entertainment will be from the players of the games. As long as there are players that want new, better, more engaging games to play, games will lead the entertainment market. Here are some statistics to think about. In 1980, Atari, a pioneering company in the development of arcade and home-based consoles, becomes the fastest-growing company in the history of America.

There is a home gaming console of one type or another in 51 percent of all US homes. 4 out of 5 US households own a device to play games. The average age of a female game player today is 43 years old, while the average age of a male game player is 35. I think you’ll agree video games aren’t going away any time soon. The demand for more games and better technology has directly impacted how game development teams are structured. Next let’s take a look at the modern game studio.


Principles of Ethical Hacking

Principles of Ethical Hacking

The word hacker was first used at MIT in 1960. During that time, a group of computer science students were working on artificial intelligence. Most likely, these talented young individuals would “hack” at a problem until they had a solution. The term hacker was not associated with any malice. However, as time has passed, when someone refers to a hacker, it often has negative connotations. Many think of a hacker as someone who is trying to break into a system to steal information or release malware.

There are several subcultures of hacking groups. All have different attitudes and goals. Many times, a layman will group all hackers under the term hacker. But there is a difference. The three main types of hackers are black hat, white hat, and gray hat. Black hat hackers are considered to be the bad guys. A black hat hacker may be referred to as a “cracker,” as they might try to crack the code or crack a password. A black hat has an objective to cause harm by engaging in criminal activity.

You are reading: Principles of Ethical Hacking

Many times, they’re backed by organized crime or nation states. The black hat operates on the dark side of the Internet, damaging organizations, spreading unsavory content, and threaten governments with cyber terrorism. And they can cripple a victim’s financial and well-being. White hat hackers are considered to be the good guys and are “ethical hackers.” The white hat hacker has a supportive government and industry and is computer experts.

Many times, they are contract employees hired by security companies and are trained to test systems and attempt to break into them. But they can also be an internal team conducting regular penetration testing as part of an overall security plan. Ethical hackers diligently look for any system vulnerabilities in the computer’s defense system, where, once identified, is reported and fixed either by the white hat team or the appropriate IT personnel, with the idea of improving a company’s defense posture.

A gray hat hacker sits between the good guys and the bad guys in that they may try to gain access to a system without permission, but in general, without malice. They want to see if they can access a system. A gray hat hacker will many times, notify an organization in some manner that their system was vulnerable. Black hat hackers have a large arsenal of software tools, malware, and social engineering techniques that are used to breach a system.

learn ethical hacking online

Anyone, either internally or externally, with proper motivation and the right situation, has the potential to become a hacker. That is where the idea of a white hat, or ethical hacking, comes into play. Ethical hacking enables an organization to fine-tune their security posture, educate their staff, and implement security practices that protect critical systems and sensitive data. Ethical hacking can be done in-house by a trained IT professional or outsourced.

As outsourcing may be expensive, a company may choose to do an ethical hacking assessment in-house. If done in-house, select an appropriate candidate. Although someone might self-identify as a potential white hat hacker, take care in making your selection. Recommendations include selecting someone who understands the skills required. Ethical hackers uncover vulnerable entry points before attackers have a chance to exploit them. They have patience and persistence.

Not only do ethical hackers need to find vulnerabilities; they must suggest and/or implement mechanisms in order to reduce the threat. Ongoing training is essential. They respect the code of good conduct. The term ethical implies the candidate understands what is right and what is wrong.They understand that checking and reporting only to team members and management and not to a group of friends at a bar after hours, thus possibly compromising the security of an organization.

And they’re a professional team member in that the ethical hacker is proficient in communicating any discoveries and will work with all team members to ensure a comprehensive approach that supports the overall security plan. Ethical hacking continues to evolve and is gaining attention as an essential security practice that every organization should perform on a regular basis


VOLTE Call Flow- Voice Over LTE Call Flow

VOLTE Call Flow- Voice Over LTE Call Flow

VoLTE Call Flow- Voice Over LTE Call Flow

VoLTE call flow and procedures are terribly huge space to cover thanks to the various situations to contemplate from each UE and network perspective.

In this article, I’ll try and place some samples of VoLTE call flow from UE purpose of read. These procedures are the most vital for VOLTE calls.

From the UE’s purpose of read, the initial step is to camp on the network and browse system data within the variety of Master data Blocks (MIBs) and System data Blocks (SIBs). Once that data has been processed the UE will initiate its own processes.


volte-sip-call-flow volte-eps-attach-for-lte

Using Wi-Fi Calling And VoLTE

In iOS 8, the iPhone now supports two new calling features, Wi-Fi calling and Voice Over LTE. Wi-Fi calling allows you to make phone calls over a Wi-Fi network rather than through your provider’s cellular network, which is great in situations where you’re not getting strong signals from your provider, and it also means your calls are free since they take up none of the minutes from your calling plan when you’re calling over Wi-Fi. As I record this movie, Wi-Fi calling is available on the iPhone 5c, the 5s, and the iPhone 6 and 6 Plus. Voice Over LTE or VoLTE allows phones to be made over LTE cellular connections.

Now, high-speed LTE signals have been available for a few years now, but until recently they mainly handled data. LTE networks allow you to download images, videos, and so on at much faster speeds than 3G and 4G networks. But LTE networks weren’t equipped to handle voice calls. So the calls still went out over the older networks. As I record this, this is still the case. Here in the fall of 2014, the only U.S. provider who has enabled Voice Over LTE so far is T-Mobile. And it’s still not available everywhere in the country.

Verizon has also announced that they’ll support the service in 2015, but that remains to be seen. But the good news is that there’s nothing to do in order to use Voice Over LTE. Once your provider makes it available, your calls will just go out over the LTE network whenever it’s possible.And you should notice that they sound much cleaner and crisper. But using Wi-Fi calling does take a bit of setup, so let’s take a look at how this works. Again, as I record this movie, so far the only U.S. provider to have enabled Wi-Fi calling is T-Mobile, but it should work the same way for each provider. Start by going to settings and then phone, and here you should see Wi-Fi calls.

I’ll turn on allow Wi-Fi calls. Now, you may see this message telling you that other devices won’t be able to make or receive calls through your iPhone. If you recall from a previous movie, I showed you how on iOS 8 you can now receive and make calls through your iPad, iPod Touch, or Mac as long as you’re on the same Wi-Fi network as your iPhone. But with Wi-Fi calling enabled that won’t be possible. But you can always come back here and turn Wi-Fi calling off if need be, so I’ll tap okay. Now, in order to activate Wi-Fi calling, at least here in the U.S., you have to provide 911 contact information.

That’s because when you call 911 over a Wi-Fi network, their dispatchers can’t tell where you’re calling from. And in an emergency situation that can be a pretty serious problem. So you have to enter contact information here even though you may not be at this location if you ever have to call 911, but it gives them something to go on. In most cases, you’ll probably want to enter your home address. Once you’re done here, tap save. And now I get this confirmation screen. And notice that it says here you can edit the address whenever you want. So if you move or want to enter a different 911 address, as it says here, you can just go to settings, phone, Wi-Fi calls, and then select update emergency address.

I’ll tap close, Wi-Fi calls are enabled, and notice we do have that update emergency address button now. But once Wi-Fi calling is turned on, that’s it. Any calls you place while on a Wi-Fi network will be transmitted over that Wi-Fi network. Calls coming in will come in over that Wi-Fi network. And calls you place will go over the Wi-Fi network. But the people you’re calling will still see your regular caller ID. Now, if you happen to leave the range of your Wi-Fi area during a call, if you’re an iPhone 5s or 5c, the call will end. But if you’re on an iPhone 6 or 6 Plus, the call will automatically switch over to using Voice Over LTE without interruption but only if Voice Over LTE service is available where you are.

All right, so that’s how to enable Wi-Fi calling on your device. Again, as I’m recording this, this is a brand new feature. So check with your service provider to see if they have or can enable Wi-Fi calling on your iOS device.

Psychological advertising strategies in Digital Marketing and Content Marketing

Psychological advertising strategies in Digital Marketing and Content Marketing

Psychological advertising strategies in Digital Marketing and Content Marketing

Psychological advertising strategies in Digital Marketing

How Psychology Affects Ad Copy

Do apes window shop? Do pigeons not choose a product because of a bad review? Do camels need to see a brand’s logo? If not, why do we? Why do people make the purchasing decisions they do? The relatively new field of marketing psychology has arisen out of questions like these, the purchasing ones not the camel, and seeks to give marketers insights into not only how are decision made, but how people differentiate between competing products and how much information they actually need. Not convinced that psychology actually plays a role in marketing strategy? Well, are you more likely to buy food when you’re full or hungry? Think back to the last time you went to Ikea.

Where did you see the ad for cheap hotdogs? It was about three-quarters of the way through the store, when you’ve expended enough energy walking around to be hungry again and just need a little psychological push to finish your journey. Consumer behavior is a wide-ranging discipline seeking to understand everything from the mindset of early tech adopters to how items on a shelf can best be positioned for maximum exposure. So how do we find out what makes people tick?Research, research, research. For several decades, countless studies, of varying degrees of morality, have been launched to help explain what the heck are we thinking when we read an ad?Do people respond better to larger fonts or smaller fonts? At what point do people simply tune out what you’re trying to sell them? There are literally thousands of questions whose answers should matter to you.

Yet, the field of consumer behavior is still in its awkward teenage years. Every successful company has at some point used psychological marketing concepts in their ad copy. If you’re not trying to understand how people think and act they way they do, you’re basically just hoping your ads will work because you’re a better writer than Mark Twain. In the next few videos, we’ll discuss a few psychological triggers that you can introduce into your own copy to help influence a reader’s decision-making process.

Psychological advertising strategies in Digital Marketing

Psychological Triggers: Priming

– Even people unfamiliar with marketing psychology, have probably heard of the concept of priming. In a nutshell, it’s using a stimulus to affect a later stimulus. Now what does that mean and what the heck does it have to do with writing effective ad copy? The best way to think of priming is the process of planting a seed for later action. In the most famous experiment involving priming psychologists found that people were faster to recognize words when similar or related words were given first. For example, subjects who saw the word nurse recognized the word doctor faster than an unrelated term like, bread.

As you can probably tell by this far in the article, I’m not a brain specialist. Heck, you give me a Rubix cube, five minutes later I’ll hand you back a broken Rubix cube. But priming kinda makes sense, doesn’t it? It taps into our memories, our sensory perception, and allows your brain to group things together. Now how does this relate to ad copy? For you, there’re two ways you can use priming to your advantage. The first way, is by priming readers with conditions or a situation. Say you’re selling sunscreen, If I’m reading your ad in the Pacific North West during winter, when it’s rainy every single day, it probably won’t appeal to me, right? Well, what if I use this sunny day as a background image? What if I introduce my ad with, right now in Costa Rica, Jim is getting burned.

Even mentioning this sunny place, helps prime the reader to receive my message. With the use of a sunny image, and the words Costa Rica, you’ve already helped them picture a situation where they would need sunscreen. Sure you might not be Jim, but in the right situation, you could be. You can also prime readers for your ads by using what’s called, homophone priming. It’s related to stimulus priming, but you’re actually using the sound of words to set up the reader for action. Using our sunscreen example, if I have a call to action that says buy now, I can use homophone priming earlier on by using a phrase like, bye, bye, rainy days.

Bye, as in goodbye, sounds the same as buy now. So you’ll actually influence the reader without them knowing it. The key to priming is to think of both the initial stimulus and the ultimate action stimulus. Now is priming guaranteed to work? Of course not, it’s a gentle suggestion, not a forceful push. And if you use it too much, it can disrupt your flow. Priming is one psychological trigger that I personally use whenever applicable, but I reserve it for when it’s appropriate.


Psychological Triggers: Social Proof

Conformity. While everyone has their own needs and wants, in most situations, we tend to act the exact same, if not very similar. The power of conformity can pay off for ad copy writers when it comes time to making purchase decisions. By mentioning that other people have conformed to or purchased what you’re offering, you’re tapping into that herd mentality that people are so famous for. Simply put, people place greater trust in something they see or hear other people have done. Let’s think of a real world marketing example. How many times have you driven by McDonald’s and seen a sign similar to, Over five billion burgers served, or, Billions and billions of burgers served?

Wow, that’s pretty impressive, right? Now, what if that said, over six burgers sold, or over 13 burgers sold? So how would this apply to what you’re doing? Does this mean I can simply make up a number and use it? Not at all. If you’re selling all new line of fashion scarves and you say, Over six billion scarves sold, you’re gonna get a lot of skeptical people. So the first part of using social proof your ad copy is for it to be honest and believable. Sure, you can round up or project a little bit,but don’t pull a number out of your head and say, the bigger the better, ’cause that never works.

If you have low sales or customer numbers, then perhaps social proof shouldn’t be used in that ad.If not many people have taken advantage of what you’re offering, then that could raise the question of, why not? So using social proof in this case could actually hurt. Our second feature, however, is that social proof needs to be relevant to the reader. If I’m featuring an ad in AARP magazine, I’ll want to say, Over 50,000 retired people trust my heart medicine. This allows the reader to say, wow, that’s a lot of people just like me, I need heart medicine. I was once a part of an experiment that tested this exact concept, where we tested a US only website using over one million customers versus over one million Americans, and no surprise, the version that said over one million Americans blew the other out of the water, wasn’t even close.

But that led us to think even more granular. What if we said, over X-number of Californians, and targeted people in California? Would that do better or worse? I’m sorry to tell you that that version actually performed worse than Americans. Why? Perhaps it’s the assumption that we thought people would identify themselves as Californians as opposed to Americans, or perhaps it could be that people want relevance, but they don’t want too much relevance. So, social proof should be believable and relevant. Let’s add one more condition.

Social proof should be used as a way to reduce anxiety or doubt in a potential user. If I am offering you a code for 10% off, and all you’re asking me to do is to click this button and get a code, the level of risk is pretty low for the reader. However, if you want to give someone a free book, but you need to give your address and phone number and all your personal information, that’s getting a little risky. You want me to give my personal information for a book? I’m not too sure of that.What’s that? Over 35,000 people just like me have already signed up today? Well, if that many people have done it, I guess it must be trustworthy.

Used correctly, social proof can be one of the biggest tools you’ll ever use in an ad campaign and push it to new heights. Remember, keep it believable, relevant, and only used when there is the potential of doubt or risk. Whether you lead with it or whether it’s a minor call-out should be directly related to the level of risk the customer is going to feel. Just like I tested the exact number, don’t hesitate to test out different positions and let the data tell you what will work best with your audience.


Psychological Triggers: Price

Think back to your last purchase. Was it a coffee? Was it a movie ticket? Whatever it was, do you remember the price? I’ve run hundreds of experiments that involve pricing, and I can most assuredly tell you that changing the way a price is presented in an ad does indeed matter,and many times it can be the single biggest factor between a new customer and a lost sale. Now I know what you’re thinking, “Mike, I don’t set the price of the thing I’m selling. “I just sell it.” Well, that’s not entirely true, is it? If I offer you a chair for $100 plus free shipping versus a chair for $90 plus $10 shipping, they both still equal out to $100, right? But in the minds of the prospect, that’s two entirely different price constructs.

Now, maybe you don’t have that much leeway in your organization. You can’t necessarily just change price presentation, but there are still other tactics you can use to manipulate the perception of how the price is perceived, and, while it might sound weird, price really is all about perception. It’s not an absolute term. So let’s examine a few tactics we can use to make your price seem lower in an ad without actually changing a thing. The first tactic I like to call pennies a day. In a study, researcher John Gourville discovered that simply mentioning the divided time of price results in a lower overall perception of that price, without leaving out the actual price.

Woah! What does this mean? How can you use it in an ad? What I suggest is simply introducing a lower divided price of what you’re offering. In the above $100 chair example, sure you could mention it’s $100, but why not start your ad description with, “For just $3 a day you can relax “in your favorite new chair.” The price hasn’t changed, but you’ve made the $100 less scary, and, therefore, more appealing. On to our second tactic, this one revolves around time.

No matter the price of your product or service, for some customers it’s just gonna be too much. In the human brain, fairly or unfairly, we associate price with pain. If the joy or utility is equal or outweighs the pain, we’re more receptive to a potential purchase. So how can you shift the conversation in your ad away from that pain? I suggest the focus on how the product or service relates to time. Researchers Mogilner and Aaker theorize that time increases focus on product experience.

So reinforcing the relationship between time, as opposed to the monetary investment, can make the decision a more desirable one. Okay, so let’s talk about how you can use that. What you want to do is focus on the time benefits someone can spend with your product as opposed to its affordability. Let’s use the chair example again. If you write, “Our chair is budget friendly.” That doesn’t work quite as well as, “Think of how comfortable you’ll be all day!” I know what you’re thinking.

“Mike, that sounds like a distraction.” That’s because it is. If you can distract the user from the price, yet still have them register the price, you’re starting off on the right foot. For our third and final tactic, it might surprise you and it might seem a little counter-intuitive. Just introduce a bigger number before your price. Yes, really. That is a real tactic that works. In two separate studies, researchers found that simply exposing subjects to a higher number at some point before the price led subjects to perceive that price as smaller.

So how can you use this tactic? Just put a number larger than your price somewhere in the ad.Anywhere. Say, if you’re selling a pack of pencils for $2, in your ad present it as a pack of six pencils as opposed to just a pack. Now these three tactics: divided cost, which we’ll call pennies a day,time benefit and higher price mention might apply to your next project, but even if not there’re countless others. No matter what tactics you take, make sure you address the presentation of the price and how it relates to the user’s perception of pain.

Your customer’s thinking about the price and so should you.


Impact Of Loss Aversion And The Endowment Effect

– [Voiceover] Have you ever found money on the sidewalk? Pretty cool isn’t it? Conversely, have you ever put money in your pocket and then reached for it when you’re at the store and it’s simply not there? Two different sides of the same coin. Which one would you rather? To find free money or avoid having lost money? After much study, we can definitively say that loss aversion is real. Simply put, losing money is more painful, more than gaining money is great. In marketing, this can present itself in several ways.

Rational humans are worried they’ll be left out from group decisions, that the grazing herd will leave them alone without the protection of others. Yes, the thought that we might make the wrong decision and be excluded from society is a strong evolutionary trait that can be seen in ads everywhere. Heck, some ads even say, “Don’t be left out.” Not exactly the most subtle approach, but it does work. For me, however, FOMO is an inherent concern, but also a pretty negative way to create an ad. There’s another tactic, however, I’ve found quite effective.

Using the Endowment Effect, which states that people place a higher value on an item simply because they own it, tends to work well. If you have a coffee mug in your cupboard that cost $4,then a rational human would sell that coffee mug to me for $4.25, right? Whatever your price, you would still want more than the original value. Why? Because it’s your mug. Maximizing on the endowment effect then is a simple matter of how you present the thing you’re offering. Present it as something the customer already owns, they just need to take an action and you’ll release it to them.

Think of the last time you bought movie tickets or airplane tickets. Surely you saw a message saying they would hold your tickets for the next two minutes or so. So wait, it’s already mine? Even though I haven’t paid? How nice of you. Loss aversion is a real concern that taps into the deep insecurities of the human condition. Luckily, tactics like the endowment effect can help you overcome it. To figure out how you can best use it, put yourself in the mind of a customer who is on the fence about buying a product or service. What are they scared of? Your ad should always aim to address a pain point, whether that pain is related to their financial life, working life, or personal life.

Think about how you can turn that pain into a joyful experience, and your ad has a great chance of resonating with your target audience.


What Is The Future Of Advertising?

What Is The Future Of Advertising?

In a recent interview, Sean Tyson, the creator of advertising agency Quietly, was asked a very direct question, Do you see traditional advertising dying out? His response is one that’s echoed by modern marketers everywhere. The short answer is, yes. Sean lamented that up to now, advertising has been companies paying to have a one-way conversation with customers, but now there needs to be an exchange of value, and that value is in the form of utility, information, or entertainment. With so much competition in the digital age, modern consumers want to be rewarded for reading your advertisement.

If I’m gonna sit here and read about your product, it better be worth my time. So traditional advertising isn’t dead, but the transition to branded content consumption has already begun. We define content marketing as targeted marketing material backed up by social media campaigns and integrated to your overall acquisition structure, rather than just regular posts about a wide range of topics like you’d find on a blog. Companies working to establish a content marketing strategy can jump ahead of the more stagnant competition, and it really doesn’t matter your industry.

If you sell plumbing tools, connect customers to branded content about how to properly install piping in a new construction. Not only are you talking about why your product exists, you’re also providing something useful. The good news is, there’s a lot of tools to quickly and painlessly establish such a strategy. Content automation tools like Tumblr, Clearvoice, and my personal favorite, Hootsuite, make it easy to give your customers useful content without hours of searching.

For those of you who decide to make the shift by yourself, Google suggests presenting large levels of content that is unique, specific, and of high quality. Which is just another way of saying, don’t copy the competition? If there’s one theme I’ve tried to impart with this article, it’s that advertising has to satisfy a need. Make your ad copy clear and relevant to give it a utility, and really that’s all that content marketing is. Sure, the method might have changed, but creating winning copy for traditional ad or content marketing post has the same function.

You want to inform the customer about your product and then tell them why it’s relevant to them specifically.

Advantages And Disadvantages Of XML

Advantages And Disadvantages Of XML

So what are some of the advantages and drawbacks to using XML? Well, XML has several advantages. First, XML keeps content separate from presentation. You can take the data that your application uses and store it separately from the presentation. That way, regardless of what kind of presentation medium you’re using, whether it’s mobile or desktop or print media, you can just simply flow the data into various layouts. And you can maintain a good separation between the content from how it’s presented.

XML is also an open format that can be read by many applications. And many applications today also have the ability to output XML, like Microsoft Office. So, because it’s an open format, you can store your data in a way that can be read by many different applications, even those that haven’t been written yet. XML can be used on both the client and the server. It’s just a data format. Today’s modern browsers, like Firefox, Chrome, Internet Explorer, and Safari, can work with XML data. You can also use XML data in your applications, whether they’re client applications or server applications, they’re just a really good way of storing information.

XML has widespread support in multiple languages and runtimes. You can use XML from Python and C Sharp and .NET and Visual Basic and Java, and lots of other programming languages like JavaScript. And across multiple runtimes. XML can be used on the .NET platform, the Java platform, iOS, Android. You can use XML pretty much just about anywhere. XML also makes it possible for disparate systems to exchange data, and these could be systems that were never designed to talk to each other in the first place.

Advantages And Disadvantages Of XML

Let’s suppose you have two computers and you want to share information between them. The problem is one of those computers is modern and speaks a certain language, and the other one of those computers is a little bit older and only knows a certain dialect. Well, what do you do? Well, XML can be used to help solve this problem. XML can create a bridge between these two computer systems so that they can exchange data, even though they’re not aware of each other. XML does have some drawbacks. First, it’s not suitable for very large data sets. And when I say very large data sets, that actually might vary.

It’s really up to you. Once you start getting into things like gigabytes of data, XML is probably not the most efficient way of storing it. You should probably be looking at databases at that point. XML does make it easy to interchange data, but as far as storing large data sets, databases are probably still the way to go. Some data formats, like JSON, might be better in some cases, depending on how you’re going to use the data. If you know that the data is going to be used in a JavaScriptexecution environment, for example, there are some cases where JSON just might be more efficient.

Some data type, like images, aren’t represented well in XML because it’s a text format. There is a way to do this. You can encode images and insert them into XML documents, but that gets pretty quickly. And even though it’s possible, it may not always be the best way of doing it. And XML, when it gets really complex, can very quickly get hard to read. Now, if you’re not planning on human reading your XML files, then this may not be a big deal. But it is something to be aware of.

Skype – VoIP

Smartphones and tablets usually have builtin microphones and cameras, which means with the right app, you can use them for video chats and even video conferencing. In this chapter, we’ll talk about several apps for doing both video and audio calls. Each of these tools works differently and are valuable in different scenarios. In this movie, we’ll start with Skype. Skype works great for both audio and video calls. Using your smartphone or tablet, you can call other Skype users, whether they’re on a computer or a mobile device. You can also do group audio calls, but you cannot do group video calls from a mobile device.

Skype also supports audio calls to traditional phones. Using Skype on your tablet or smartphone,you can call somebody on a regular telephone. All of the features of Skype are free, except for when you call a telephone. I’m going to launch Skype here. Skype is a free download from the iOS App Store and the Google Play Store. You’ll need to have an account to use Skype. You can set up a free account, or if you already have a Microsoft account, you can log in with that. So I’ll log in here.

Between iPads, iPhones, Android phones, and Android tablets, each version of Skype will look a little different. The functionality is mostly the same, but there are little differences on each device.So we’re going to see Skype here on an iPhone, but you may need to hunt around and find the right controls on a different device. So if I swipe through here on the main screen, I can go through different sections. Recent shows me the most recent list of people I’ve talked to, then I’ve got my Favorites section, but I want to go to People.

This is my list of contacts. This is the list of people that I can call on Skype, and that’s the first thing I want to do. I want to call somebody. But since I don’t have anybody in my contacts, I need to add them. To do that, I’ll need to search for the person I want to talk to in the Skype database and add them as a contact. Now, of course, they will need to have a Skype account already set up. So I’m going to tap on the button in the bottom, right corner, and I’ll choose Add People. And I want to talk to my friend Jim.

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Now, Jim plays basketball, so he set up the username Jim Sanders MVP because he is an MVP at basketball. So that’s his username, I’ll do a search, it finds him in the Skype database, so I’m going to go ahead and add him as a contact. I’ll tap on him there, and I need to send a contact request, which I’ll do here. So now I’m just waiting for him to accept this request. I’m going to take a step back by hitting the button in the top, left.

I see Jim on my list here, but since he has not accepted my request, he does not show up as online and accessible. Now that Jim has accepted my request, we’re now connected, and I can see that he’s online. And if I tap on him, it says You and Jim Landers are now contacted. So now that Jim is a contact, I can call him. Since I’ve already selected him, I see his information here down at the bottom of the screen. I can choose to do a video call or an audio call. They both work pretty much the same, so let’s do a video call.

So I’ll tap on that button, and it’s going to call him. And now my camera is running so I can frame up my shot here. And in a moment, he will answer, and there he is. Hey, Jim, thanks for helping me out with this. So while I’m talking to Jim, I have some buttons down on the bottom of the screen.You see they faded away, but if I tap on the screen, they’ll pop up again. So I can mute my audio if I want just by hitting the mute button here. I’m going to unmute my audio by tapping that again. I could disable my camera as well just by hitting the camera button, and now we’re just on a chat where I can see him and he can hear me and I can hear him but he won’t see me.

Let me turn my camera back on; and, of course, when I’m done, I can just hit the hang up button.That’s the red button there. Now, before I hang up, Jim, can you call me right back? I want to see what this looks like when you call me. All right, good. So let me go ahead and hang up here, and now the call is done and I can hit the back button here and I’m back to my list of people. Now, in a moment Jim will call me, and we’ll see what it looks like when I receive an incoming call. So now that call is coming in from Jim.

Now, if I don’t want to answer this call, I could just hit the red button. If I want to answer it but I only want to use audio, I don’t want to show video, then I could hit the green button in the middle.But I want to do video and audio, so I’ll hit the camera button here and that answers the call. And in a moment, we’ll be connected. All right, and there he is again. Thanks a lot for helping me, Jim. I think we’re all set. All right, so I’m going to hang up this call. I bring up the onscreen controls just by tapping on the screen, and then I’ll hit the red button. So those are the basics.

I can also use Skype to have a text chat with one of my contacts. So here on the screen, where I’m looking at Jim’s information, I can just tap on this field that says type a message. And then I’ll hit the Send button and that message has been sent to him. And when he responds, I’ll see his response pop up here. Finally, I want to talk about calling an actual telephone. This feature is particularly useful when you’re traveling to a place where you won’t have a cellular phone connection, but you will have wifi.

This is often referred to as Voice Over IP or VOIP. Using this feature, you can call a regular phone as long as you can connect to Skype on your mobile device. This is the one feature that is not free. It’s much cheaper to call somebody using Skype than any traditional long distance charge. To get an idea of the pricing options, check out this website. You can log in with your Skype account on this website to add credit to your account. Or back in the app, I’m going to leave this conversation, I’ll hit my account button up in the top-right, and there’s an option here for Skype credit.

I’m currently at $0.00, but if I tap on that, I can add credit. Now this would be an in-app purchase if I do it on the phone, which means it will charge my iTunes account but I’m going to do that. I’m going to hit Add $4.99 credit, it’s going to charge the credit card that I already set up with the iOS App Store, it’s going to ask for my password for confirmation, I have to confirm this in-app purchase, which is fine, I’ll hit Buy. Now that I’ve purchased some credit, it shows that I have $4.99 in credit that I can use to place calls to regular phones.

So now I’m going to take a step back to the regular Skype interface. To make a call to a regular phone, down at the bottom of the screen, there’s a dialer button. That’s the one in the middle on the left, So I tap on that. Now, I could just dial a regular phone number, or there’s a button up at the top that links directly to the address book on my device. So if I tap on that, I can see all the people in my address book. I’m going to find Josh, I’m going to call him, so I tap on that.

And from here, I can just tap on his phone number, and then I can just hit the phone button down at the bottom and it will dial him. In a moment, he’ll answer the phone, and we can have a conversation just as if I was using a regular telephone. Hey, Josh, thanks for helping me out. I’m just going to go ahead and hang up now and continue on. So all I need to do here to hang up is just hit the red button at the bottom and I’ll hang up there. So that should give you an idea of the general functions in Skype.

Skype is a great solution for video and audio calls from a mobile device. It’s great because it runs on all mobile devices and computers so it doesn’t matter what platform you’re on. But you do need to keep in mind that group video calls are not available on mobile devices, but everything else works as you might expect.


Responding, Converting, And Measuring Your Marketing

Responding, Converting, And Measuring Your Marketing

Now also, useful is going to respond. And what I mean by this is, if someone’s out there talking about you or asking that question, even if it’s not directed at you, you want to make sure that when you come back. And you see that message, you respond to it. For example, me and my kids were sitting at Sea-Tac airport one night. it was about midnight and we were waiting for our bags and waiting and waiting and I finally tweeted to Alaska Air because I know that they always respond to stuff online. I figured I’d hear in the morning. And I said I know you have a deal where if our bag takes longer than 20 minutes we get something cool what do we get because we’ve been here for way longer? Within two minutes, at midnight, someone from Alaska Air responded, and apologized, and explained what it was.

And explained how I can go get it. Now as it turned out, this delay was not their fault, but you better believe that they made me into a real fan. Alaska Air really became, not only significant to me. But also just someone that I will go out and deliberately spread the word. So I became on of their group of the weird. And that’s probably why when you go look on Facebook, Alaska Airlines whose you know a relatively small airline compared to some of the giants like United has 218,000 fans when most other airlines, the most popular pages they have.

Are the ones with people complaining about them, so just keep that in mind. You can search actively for things to respond to. So you can take a look on Google, you can do a search and just change it so you’re looking at the past 24 hours, that’s what I’m doing in the slide here. And just search for your brand and see what people have said. You can use tools like Sprout Social. Which will let you do searches on your brand across multiple social networks and look for questions as they come up. Then you can answer those questions at the moment that they appear. Useful also converts.

And again, this is about deliberately reaping the rewards of all the work you’re doing. You want to make it easy to convert. This is a website for a produce seller. And if I decide I want to use this deal, they give me these three or four steps that I have to take. That is not easy. Am I really going to remember the particular promo code that I’m supposed to put into the field at step two, after I finish creating my account? Probably not. This is not easy, this is not the way you want to do it.Look at Mail Chimp. They have a single button. I get to their page, they’ve done that work, I’ve gotten there because of some messaging they have.

If I click Sign Up Free, I’m already into the process at that point. I’m one step more committed than I would have been before, it’s super easy. Even on my own company’s website, we make sure that there’s always a next action that people can take. I’m a big fan of a lot of the research that theUniversity of Washington is doing around social media and things like that. They have sometimes great little blurbs on their homepage, but they often don’t have links back to more information about those blurbs. It just kind of leaves you sitting there saying more please, can I please get all this great information you’re talking about? so, you know, that’s an example.

You want to make sure people convert one way or another. And a conversion might mean a sale, it might just mean a click. Whatever it is, make sure they take that next step. So Useful is just plain cool. That’s really what we’re talking about here is that when you take your product and your message and you make it useful, you’re making yourself cool to that narrow audience that you created, that little audience of the weird. But someone is going to ask me, how do I prove it works?Show me some data. Well, there is a way to do it, but you got to measure everything. So when you start on your campaign towards significance, you want to make sure you’re tracking which pages get the most looks.

Which pages have the highest value? Which pages lead to people making conversions? So that if you’re using content to demonstrate significance you can see the performance of that content, see which pieces of content are working better. If you’re using something else to demonstrate significance, if you’re using off web content, if you’re using a sales team or something like that.Then just make sure that you’re tracking over time, and that as behaviors change within that team, within whatever it is that you’re doing offline, you track and see the results of your actions. Use tools like Majestic SEO or Open Site Explorer which will let you track the relative popularity of a particular page, or message, or person on the internet in social media, so that you can see whether you are becoming more significant to your audience.

And, if you’re using content, and I have to have a quick aside here, when I talk about content, I’m not talking about content marketing. A lot of people like to use that phrase. I’m just talking about using great content for marketing and the difference is you’re not going to go out and buy fifty articles for $5 a piece to demonstrate significance, you’re going to need to produce really quality stuff. So, when you do that you can aggregate different pieces of content together. If you have a whole bunch of videos that are really funny over the top videos, then maybe you put all those together so that you can then in your analytics reporting So you can see, okay all the funny overthe top stuff performs much better than the really serious stuff or vice versa.

That will help you as you try to measure what’s working. It will let you show to people that this is indeed doing the job. And you want to test wherever possible. And the big advantage to the internet. The thing that I actually think may have started as down the road to over focusing on search. Is the idea that we can test and measure everything. So, you can use a tool like Ubounce to compare different landing pages. So if you create a page on your website, you can put togethersome basic information on the page and decide you’re going to try three different headlines.

And Unbounce will automatically rotate those headlines for you, and show you which recipe, which combination of headline and graphic and everything else. Generated the best result. It’s a great way to see not only whether you’re attracting the right audience, the right group of weird, but also whether you are getting the right response when they get there. Are you proving useful to them? Tools like Crazy Egg let you measure how far people scroll on a page and where they click, another great way to see what on the page is proving significant to people. You’ll sometimes find that people are clicking on things that aren’t even clickable.

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And you need to change that because they want it to be useful, and it’s not useful yet. So, some myths that people bring up all the time around this. First, the idea that weird has to be bizarre. It doesn’t. Marketing to the weird doesn’t have to be a really strange thing. It can be, off the wall, really bizarre, really funny. But it can also be pretty subtle. It can be anything that has a niche ofpeople who will be passionate when you talk to them. And that’s why that overlap is so, so important. Some people come to me and say, never mind all that. Search is all about links.

I gotta produce more links, I need more links. Well, Google’s changed, links don’t do what they used to, they don’t work the same way they used to. They do still help you rank. And of course they can drive great traffic, but one good link is worth an infinite number of lousy ones, and actually one bad link can do really bad things to you now Google has introduced a filter, an algorithm change called Penguin, which will actually push you down in the rankings if they feel that you’re artificially acquiring links. Then people will say well, okay, this is great but everyone who comes to me is buying rhubarb and I need to use the word rhubarb 11 times on my home page or I won’t rank.

It’s not really true either anymore. Yes, you need to use the language that your audience uses.That’s how you become significant, right? They have to understand you. But topics and topic focus and semantic match will take care of themselves if you become significant. People will tell me there’s no ROI in this. My jaw just hits the floor. I don’t know exactly how to respond to that. So, I’ll just give you numbers. Let’s say you buy a print ad In a magazine and it costs $200,000 and you reach about 3 million people. It costs seven cents a person and you have no way to measure the return on investment.

And this is actually a real example. Then, you pay authors to write ten really great articles. So, $2000 an article, it costs you $20,000. You reach 620,000 people at a cost of three cents a person.So, it’s cheaper. And, the ROI on the end, on this particular campaign was 10 to 1. So you tell me which performs better.

How to provide value in marketing? SEO and marketing

Providing Value In Your Marketing

So you’ve established your audience of the weird. You know who you’re going to talk to first and you know that you’re pretty confident that they’re going to reach out to other people for you. But weird only gets you so far. You also have to be useful. And useful means in some way providing definite value. This is the easiest way to make yourself and your marketing and your message useful. My favorite way is to answer questions. Again, because it’s very straightforward. And there’re some great research tools. If you take a look at Google. And you type in a phase as a question like is a wedding dress. Or I can type in a question about rhubarb.

And when I type that in, I can find out what people are asking. And then I can go answer that question either in a blog post or in a video or in a printed ad or whatever. I can go to a site like which is purely built for question and answer. That’s all it does and people are asking questions on there on a whole range of topics from marketing to sports to celebrities. Find the questions that the most people are following and that have the biggest discussions and then you can take that and use that. As the questions that you want to answer elsewhere.

You can also use a tool like Ubersuggest. Ubersuggest taps Google suggest. And automatically searches many many different forms of whatever you type in. And so you can type in a question, like, is rhubarb the beginning of a question? And Ubersuggest won’t just find you 10 questions. It’ll find you 100, 1000, something like that. And that’ll give you things like why is rhubarb good for you? Or ten ways to cook rhubarb, whatever. It gives you lots of different ways to reach out and make that work. Now you can also simply entertain.

This is much, much harder, but when it works it works big. The reason it’s much harder is because you have to go well outside the comfort zone of your brand. For example, I might have a client come to me and say well I sell forks. How interesting are folks going to be, how entertaining can I make them? Well, these guys sell deodorant, how exciting is that? They found a way to make it really interesting and you can bet that some of the people in their advertising department, some of the people on their board were not happy about this particular campaign because it made them uncomfortable. But they pushed through anyway and it was very successful.

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You can find ideas again by going to a tool like Google suggest. If you do a search on Google suggests for are folks, you’ll find some ones that have some comedic potential, some entertainment potential like, are forks evolved from spoons or are forks or chopsticks better? They can be better in different situations. You can compare those situations and get a pretty entertaining piece. This guy sells razors. Would a typical ad executive do the same kind of ad that he did? This is a company called dollar shave club? No, absolutely not! Cause it might offend people.

That’s okay, sometimes, to entertain, you want to do something that runs the risk of offending some people. It’s okay. Useful can also just mean making waves, stopping people in their tracks.When JFK gave a talk about the moon shot, no political adviser would have gone to him and say, you should tell people how hard it’s going to be. No politician would do that today. He went and did that. And by doing that, he stopped people in their tracks, completely changed the message around the moon shot, totally disarmed one of the big arguments about it and turned it into a mission for the country. Useful also gets heard.

And what I mean by this is you can’t passively sit back and wait for people necessarily to hear you.You have to find some folks who are going to be part of that weird audience and then find people within there that you can possibly even reach out to specifically. For example, you can use this tool called follower wonk. Which let’s you search through people on Twitter and do a lot of data mining with different twitter biographies and twitter accounts. And you can just search for everyone who mentions puppies for example on twitter. And when you do that, you find everyone who has written the word puppies in their bio and then you can take a few of those people and look at the overlap between them.

And find the people that they have in common. So, if I’m selling a product for puppies, I might take those people in common, and either reach out to them very politely. Or wait for one of them to ask a question, if you remember from the being useful part, and then when I can, when I answer that question, I can make sure. I can be sure that they’re really going to come back and know that I’m useful to them, right? I’m going to make myself super useful because I’m going to get heard and if they’re influential, they’ll reach out to other people as well.

And influential may mean they only know three other people that they’ll reach out to. If they reach out to those three and each of those people reach out to another two. You’re still growing your market, it’s still worth doing. You can get heard by taking content you create and posting it to third-party sites, like Which has an enormous audience, and if you think again about looking for the weird, there’s an overlap here, it’s people who like to look at presentations, and then are interested in whatever topic it is that you’ve written your presentation about. So when you post to SlideShare, you have a good chance of getting in front of all of those people, because you’re accessing Slideshare’s entire audience.

The same is true of video hosting sites like Vimeo and YouTube. Right? When you post a video to those sites, if you leave them publicly available on the site, then people don’t just find the video on your website or blog. They find the video when they’re wandering around this site that has millions and millions and millions of users per day, per week, per month. Another way to try to reach this audience to be heard is to look for things that people monitor and I’ll explain what this means in a minute. But just as an example, say you put together a free eBook explaining or answering some set of questions that you found a lot of people are really interested in.

Maybe you went on Quora, and there’re 20,000 people following one specific question, and you decide you know what I could do a whole eBook. I could write 20 pages about this. So you put together a Kindle eBook, and then there are lots of people who use tools like if this then that which automatically monitor the free eBook list. And send them a notification when a new book gets into the top 100. They’re over 20,000 people monitoring that. So if you put together an eBook that makes it into that top 100, you can get pushed out to a lot of folks.

It’s not easy. It’s a little bit of a long shot. But it’s a great example of being heard. You can also pay. You can just do paid advertising. They’re tools like, which let’s you promote your content by having it show up on other websites like And it shows up as related articles that are off that particular site. So that’s a great way to get the high context, really high-value advertising. You can use a tool like StumbleUpon. To get just lots and lots of views. Lots of eyeballs on your content. Or you can use things like Facebook Sponsored Stories.

And if you remember how good the targeting tools are on Facebook. When I showed you how I was mining for different kinds of interests and overlaps between interests. You can use those tools to push ads and stories to specific people. And specific groups of people. It’s immensely powerful. It’s very inexpensive. It’s a great way to give. Some of your message that initial boost that it needs. So you’ve done all this work. You’re on your way to significance. You’ve found the weird, you’ve found the overlap and you’ve made sure you’re useful. Well now you need to deliberately reap the rewards and what I mean by that is you can’t necessarily just kind of hang around and wait.

Now I talked a little bit about being heard and that’s almost. To the point of reaping the rewards.But when I talk about reaping the rewards I mean what happens when people get to you. They’ve gotten to your site now. They’re reading your content. They’re doing whatever it is you want them to do. At that point, you need to make sure that you get shared. And there’re some basic best practices here. For example, there are tools like share this, where if you click it you’re gonna get 20, 30, 40 little buttons of all the different possible sharing services. It’s very useful and very helpful.But if you want to get more shares, you want to have the three or four most used social networks for your audience front and center showing actual statistics for the number of people who have already shared.

That combines social proof with a very easy way to share that content. You want to, if you’re putting information on your website, have a way for people to embed that information on other sites. So I can take this graph, click embed. Get a little code embedded on my website. It’ll include a credit to them. And it’ll let you use their data. That’s really really useful. You can also just ask. And this is another good one. if you’re sharing your content yourself. If you just add the phrase please Retweet, there’s some research that shows you’ll get four times the Retweets than if you leave off please Retweet.