2021

La pandemia ci ha portati a cambiare le nostre abitudini su come e dove lavoriamo, e per questa ragione molti di noi potrebbero aver bisogno di acquisire nuove competenze o dover cambiare professione. Nel corso degli ultimi sei anni grazie a Grow With Google abbiamo contribuito a formare oltre 17 milioni di persone in Europa, Medio Oriente e Africa: oggi il nostro impegno continua con un ulteriore passo avanti in questa direzione, grazie alla collaborazione con enti specializzati e settore pubblico.

Ancor prima del diffondersi della pandemia, una ricerca condotta da Google e McKinsey mostrava come più di 90 milioni di lavoratori in Europa avessero necessità di sviluppare nuove competenze utili per la propria professione e, per circa 21 milioni di persone in Europa, si ipotizzava una perdita di occupazione in campi come l’agricoltura o la vendita al dettaglio, settori che già registravano un netto calo della domanda. La crisi sanitaria globale ha accelerato molte di queste previsioni: secondo McKinsey infatti ci sarà un incremento del 25% nel numero di persone che avrà necessità di trovare un nuovo lavoro dopo la pandemia. Molti lavoratori inoltre avranno bisogno di acquisire nuove competenze, poiché la crescita della domanda di manodopera riguarderà principalmente quei lavori che, sebbene abbiano salari più alti, richiedono un livello maggiore di specializzazione professionale.

Oggi annunciamo tre nuovi Google Career Certificates disponibili online su Coursera, che aiuteranno le persone a perfezionare e aumentare le proprie competenze in aree come IT Support, Project Management, UX Design e Data Analytics. Questi programmi low cost permetteranno di studiare online con i propri tempi, e aiuteranno quelle persone che potrebbero voler cambiare professione ma che non hanno il tempo o i mezzi per accedere all’istruzione tradizionale. I programmi possono essere completati in meno di sei mesi, non richiedono un’esperienza significativa o una laurea, e sono riconosciuti da esperti del settore e datori di lavoro.

Questi certificati aiutano a soddisfare la sempre maggior necessità da parte dei lavoratori di acquisire le competenze necessarie per ottenere un ottimo impiego. Nell’ultimo anno abbiamo riscontrato che la domanda nei confronti dell’apprendimento online è triplicata, sia perché molti lavoratori hanno perso il proprio impiego, sia perché le persone vogliono sviluppare le competenze che i datori di lavoro cercano oggi nei propri dipendenti, e continueranno a cercare in futuro.

Affrontare le sfide del futuro del lavoro richiede una collaborazione concreta tra governi, aziende e organizzazioni comunitarie. Per questo siamo orgogliosi di sostenere il Pact for Skills della Commissione Europea, e, come parte del nostro impegno nel supportare le persone a superare eventuali barriere all’istruzione, forniremo borse di studio per i certificati a 100.000 persone in tutta EMEA. Le borse di studio saranno distribuite attraverso le organizzazioni locali, come Fundae e SEPE in Spain, APDC e IEFP in Portogallo, il London Borough of Camden nel Regno Unito, OAED in Grecia, Czechitas in Repubblica Ceca e Slovacchia, Agency for Digital Development (ADD) in Marocco e RootHub in Nigeria. Annunceremo presto nuove collaborazioni che vedranno protagonisti altri paesi.

Tra le nostre priorità c’è anche quella di contrastare le disuguaglianze economiche e di genere che la pandemia ha purtroppo accentuato. I gruppi sottorappresentati, i lavoratori a basso reddito e le donne sono più esposti ai settori duramente colpiti come la ristorazione o l’hospitality, e sono quindi più a rischio di perdita del posto di lavoro. Inoltre, i lavoratori che hanno poche competenze informatiche e tecnologiche dovranno affrontare sfide peculiari, dal momento queste lacune porteranno maggiori difficoltà nel reinserimento nel mondo del lavoro. Google.org assegnerà 50.000 di queste borse di studio a persone provenienti da comunità svantaggiate, dando così la possibilità di accedervi a persone con diversi background.

Google.org attraverso un iniziale grant di 5 milioni di euro a INCO, un’organizzazione no profit globale, collaborerà con più di 50 organizzazioni no profit locali per fornire servizi come consulenza professionale, preparazione per un colloquio, voucher per l’assistenza all’infanzia e supporto linguistico. Tra queste organizzazioni c’è anche Riga Tech Girls, un’organizzazione lettone no profit guidata da donne che distribuirà borse di studio a donne svantaggiate per incrementare la presenza femminile nelle professioni nel settore tecnologico.

Se da un lato spesso le persone non riescono a trovare un lavoro perché non hanno le competenze idonee, allo stesso tempo è interessante notare che il 40% dei datori di lavoro in Europa fatica a trovare persone qualificate rispetto alle proprie esigenze. Unendo gli sforzi pubblici messi in campo dalla Commissione Europea, e non solo, per contribuire a colmare il divario di competenze ricercate dai datori di lavoro e quelle possedute dai lavoratori, ci impegniamo a riunire aziende e organizzazioni che, come noi, riconoscono i Google Career Certificates ed esprimono interesse nel ricevere candidature da chi li consegue. Una volta ottenuti certificati le persone potranno inoltre fare domanda per i nostri programmi di apprendistato.

La tecnologia deve supportare tutti, indipendentemente da dove si trovino, dall’etnia, dall’età o dal livello di scolarizzazione. I governi e le aziende devono ripensare alle modalità utili per fornire alle persone i mezzi necessari per abbattere le barriere all’apprendimento, investendo in partnership innovative. In caso contrario, purtroppo, le disuguaglianze continueranno a crescere. Ci auguriamo che grazie a questi sforzi e al supporto dei partner pubblici, sempre più persone abbiano la possibilità di sviluppare le competenze necessarie per crescere professionalmente grazie alla tecnologia.

Scritto da: Matt Brittin, President, Google Europe, Middle East and Africa

Leggi il resto dell’articolo

Leggi il resto dell’articolo

Scopriamo le novità principali di WordPress 5.7, nome in codice “Esperanza”

What does trust bring to the B2B marketer’s strategy table in 2021?

While it may be simpler to ask what trust can’t do for B2B marketers and brands seeking to develop successful strategies for our eventual post-pandemic professional landscape, savvy marketers are best served by taking a close look at all the things that trust can do.

Research has shown the power of trust in developing successful marketing, which is why the theme of trust is a central tenet running through our own State of B2B Influencer Marketing Research Report, featuring survey data, case studies from B2B brands of all sizes, insights from top B2B marketing experts, plus a list of 20 top influencer marketing practitioners from B2B brands.

Brand trust, advocacy and customer experience are among today’s most important goals for B2B brands, but why is trust so important, and how can brands build trust?

Here are 10 ways trust creates standout B2B marketing experiences, from building better brands to providing measurable performance, and so much more.

Let’s step right up to a virtual cavalcade of marketing approaches that benefit from a greater focus on trust, and look at what we can do to build greater trust into our B2B marketing efforts.

1 — Trust Builds & Strengthens Relationships

You can’t top trust when it comes to building and strengthening relationships, whether it’s creating powerful new customer connections or nourishing your existing business partnerships.

Relationships with little trust won’t blossom, and usually won’t last very long either.

By consciously making trust a cornerstone of marketing efforts — and dedicating the time and effort necessary to do so — brands can make a concerted effort to build trust into every facet of operations.

[bctt tweet=”“If you want to be a trustworthy company, it can’t be just a marketing philosophy. It has to be a business philosophy.” — Margaret Magnarelli @mmagnarelli” username=”toprank”]

2 — Trust Delivers Dedicated Customers & Fans

Brands that earn trust have already won most of the battle to gain dedicated customers and fans.

Trust helps turn customers into true brand advocates and impassioned fans.

The effort and time to build trusting relationships between brands and customers can be daunting for B2B marketers, which is one of the reasons why more brands are turning to influencer marketing, with subject matter experts who have already built time-tested trust.

[bctt tweet=”“It’s hard to create a great experience if customers don’t trust brand communications.” — Lee Odden @LeeOdden” username=”toprank”]

3 — Influence Is Build On Trust

Intertwined with trust is influence, and the two serve to reinforce one another in the push to deliver the best B2B marketing possible.

Industry experts rely on the trust they’ve earned over time with their following, using their influence to help brands build trust.

Using the power of influence to build trust is one of our specialties at TopRank Marketing, and to help you learn more about the processes involved, here are several recent articles we’ve published detailing how influence grows trust:

• 5 Ways B2B Marketers Sabotage Influencer Marketing Success
• Why Influencer Marketing Should Be a Priority 2021 Tactic for B2B Brands
• How to Scale B2B Influencer Marketing: Operations, Process and Technology
• How Successful B2B Marketers Integrate Influence in the Marketing Mix

[bctt tweet=”“Look beyond individual campaigns and think about how the brand and influencer relationship can create mutual value, influence and trust over time. That trust will translate to trust built amongst customers.” @LeeOdden” username=”toprank”]

4 — Trust Grows Great Content Marketing

Great B2B content marketing is also underpinned by trust, as information that is worthy of being shared is most often the type that best answers the questions customers are asking — solutions that will only succeed when they are based on share-worthy trust.

Creating articles, videos, podcasts or any other manner of today’s digital asset that customers will want to share and keep coming back to get more of is a difficult task, but one that thrives when trustworthy information is delivered.

Best-answer content’s role in building trust is covered in the following articles we’ve published:

• In Search of Trust: How Authentic Content Drives Customer Experience
• How A Best Answer Content Strategy Drives B2B Marketing Results

[bctt tweet=”“Trust is a currency. It’s arguably the most valuable currency in today’s B2B marketing environment. And much like real money, it needs to be earned; the risks of attempting to counterfeit trust are grave.” — Nick Nelson @NickNelsonMN” username=”toprank”]

5 — Influence-Built Trust Combats Increased Skepticism

The past several years have seen an increase in customer skepticism, especially when it comes to the marketing they have traditionally relied on to learn about potential new solutions.

Trust can be the element that differentiates one brand’s success from another’s disappointment.

The issue of brand trust made the list of 2021’s top trends in our CEO Lee Odden‘s “Top B2B Marketing Trends for 2021,” in which he observed, “With an ‘epidemic of misinformation and widespread mistrust of societal institutions,’ 70 percent of respondents to the 2021 Edelman Trust Barometer study said brand trust is more important today than it was in the past.”

[bctt tweet=”“Once trust has been lost, it’s nearly impossible for brands to rebuild sustainable, honest relationships with their customers.” — Kevin Cochrane @kevinc2003″ username=”toprank”]

6 — Always-On Efforts Thrive On Trust

2021 may be the year of always-on marketing, as the strength of ongoing programs over one-off campaigns has been shown to be a key success differentiator. Building thriving always-on programs requires earning and maintaining trust, however, rather than the kind of stop-and-start efforts that interrupt truly lasting business relationships.

Always-on marketing efforts need to be based on trust in order to be sustainable.

To help you build a sustainable always-on strategy with an eye for building ongoing trust, the following articles explore always-on influence:

• For Successful B2B Marketers The Engine of Influence is Always On #B2BIMReport
• Always On Influence: Costs Less and Better ROI – Here’s Why
• Always On Influence: Short Term vs. Long Term for Success During a Crisis
• Always On Influence: Definition and Why B2B Brands Need it to Succeed

[bctt tweet=”“The benefit of an Always-On approach creates value for your customers by making content more relevant, trustworthy, and actionable.” — Lee Odden @LeeOdden” username=”toprank”]

7 — Trust Is Platform Agnostic

In today’s diverse social media platform landscape, B2B marketers are keen to use elements that provide value in a platform-agnostic way, and trust is one of the key ingredients that works just as well on Clubhouse, LinkedIn, Twitter, or Instagram.

When a brand has built a legacy of trust, it translates to whichever platform or content vehicle its marketing messages are delivered through, making trust one of the few fundamental qualities that endure over time, even as social platforms come and go.

How can B2B brands boost confidence using some of these various platforms, especially live-stream video, podcast and Clubhouse marketing? Lee recently explored how partnering with influencers who understand innovative content formats creates more relevant, meaningful and effective B2B content marketing experiences, in “How B2B Brands Can Boost Confidence in Livestream Video, Podcast and Clubhouse Marketing.”

[bctt tweet=”“When an organization can deliver strong content that helps inform people, it only builds that trust. Ultimately, people just want information that’s helpful to them.” — Emily Thompson @BosCreativeCopy” username=”toprank”]

8 — Trust Is SEO Friendly

Not only is trust search engine optimization (SEO)-friendly, trust is one of the most important and oftentimes overlooked elements in creating the type of best-answer B2B content that can organically feature in search rankings.

In essence, a core facet of all search engine firm efforts is the ability of their algorithms to surface the content that is the most trustworthy.

How trust plays into the changes 2021 has brought about in SEO efforts is among the subjects 12 top industry experts explored in our annual trends and predictions article, “12 Top B2B SEO Trends & Predictions for 2021.”

[bctt tweet=”The biggest overarching trend in SEO in recent years which will undoubtedly continue in 2021 is the focus on E-A-T: expertise, authoritativeness, and trustworthiness. — Lily Ray @lilyraynyc” username=”toprank”]

9 — Trust Provides Measurable Performance

When your efforts are built on trust and the content you’re producing reinforces trustworthiness, B2B marketers can chart their success using any number of engagement metrics.

While it may be hard to specifically pinpoint which particular brand engagement metrics are solely the result of having built customer trust and loyalty, trust is the kind of all-encompassing element that — although it may not have its own line item — delivers performance increases.

Here are several helpful articles we’ve written that help B2B marketers collect and interpret the right engagement metrics:

• Spotlighting Organic Social Media Video Success: Your Guide to Metrics and Specs
• What B2B Marketers Need to Know about Optimizing Content with Video Analytics
• Break Free B2B Series: Hal Werner on the Intersection of Marketing Creativity and Analytics
• Measuring Content Marketing Success: Analytics Advice & Insight from the Experts

[bctt tweet=”“Integrating influencer content is a direct line to building trust and customer confidence.” — Ann Handley @annhandley” username=”toprank”]

10 — Trust Builds Better Brands, Brand Advocates, & Teams

It’s not just marketing and social media efforts that benefit from a trust-first approach to business — entire brand structures from bottom to top stand to achieve greater performance when trust is valued, encouraged, and implemented throughout an organization.

Trust has been touted for decades as an important element in any brand’s strategy, yet it sometimes stalls when taking the leap from a company’s mission statement to what was posted on social media an hour ago.

Building not only trust but empathy into the fabric of a B2B organization was the recent subject of a B2B Marketing Exchange conference keynote by Miri Rodriguez, storyteller and internship program head at Microsoft, and I covered the presentation in, “Microsoft’s Miri Rodriguez on How B2B Marketers Are Embracing Empathy For Better Customer Storytelling #B2BMX.”

[bctt tweet=”“Trusting relationships aren’t built with brands, but rather with the human beings behind those brands. Attaching a face and voice to your content can drastically magnify the impact and relatability of that content.” — Nick Nelson @NickNelsonMN” username=”toprank”]

Let Trust’s Energy Surround Your Marketing Efforts

via GIPHY

The power of trust can bind customers and brands in meaningful and lasting relationships, filled with the type of energy that even Star Wars’ Yoda would be envious of, and we hope that your own B2B marketing efforts will benefit from the 10 elements of trust we’ve explored here.

A single article can only begin to touch on the vast power of trust in marketing, which is why we’re also happy to share with you the follow additional guides to brand trust:

• In Search of Trust: How Authentic Content Drives Customer Experience
• 5 Things to Know About Building Trust in the Age of Social Media
• Trust in Marketing: How to Build Influence with the C-Suite and on the Street with Customers
• How Authentic Content Builds Brand Trust in Uncertain Times
• How B2B Marketers Can Enter the Circle of Trust
• Break Free B2B Series: Margaret Magnarelli on the Psychology of Trust for Better Content Marketing
• SEO is Not Enough: Why B2B Marketers Need to Optimize for Trust with Influence

Crafting trustworthy and award-winning B2B marketing takes significant time and effort, which leads many firms to choose working with a top digital marketing agency such as TopRank Marketing. Contact us today and let us know how we can help, as we’ve done for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.

The post 10 Ways Trust Creates Standout B2B Marketing Experiences appeared first on B2B Marketing Blog – TopRank®.

Leggi il resto dell’articolo

Leggi il resto dell’articolo

Nel 2021 ASUS propone ROG Phone 5, saltando il numero quattro per la paura del numero 4 (tetrafobia) comune in molte culture orientali. Uno smartphone estremo in tutto con componenti ricercatissime. Abbiamo provato per circa una settimana in anteprima il nuovo smartphone gaming nella sua versione base, ROG Phone 5, e vi raccontiamo come si è comportato.

Leggi il resto dell’articolo

Leggi il resto dell’articolo