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EXCLUSIVE


JOB CUTS HIT MEDIA FIRMS AMID ECONOMIC SLOWDOWN, MORE LAYOFFS COMING

Amid the Big Tech layoff season, the media and entertainment industry worldwide
has also been hit with job cuts as advertisers reduce spending amid the global
economic slowdown.

 * IANS
 * November 25, 2022, 06:00 IST

 * 
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According to Axios, more than 3,000 jobs have been cut till October this year in
the media industry, and more are on the way.San Francisco: Amid the Big Tech
layoff season, the media and entertainment industry worldwide has also been hit
with job cuts as advertisers reduce spending amid the global economic slowdown.

According to Axios, more than 3,000 jobs have been cut till October this year in
the media industry, and more are on the way.

Warner Bros Discovery has continued to lay off employees amid slowdown.



"CNN chief Chris Licht warned employees last week that the network would see
more layoffs beginning next month," sources told Axios.

From Paramount Global to The Walt Disney Company, media outlets have announced
layoffs, hiring freeze and other cost-cutting measures.

"Comcast's cable unit made cuts last month. Its entertainment arm, NBCUniversal,
is also expecting layoffs," reports mentioned.

Protocol, the tech news website launched from Politico in 2020, will shut down
by the end of the year. Around 60 employees will be laid off, according to
Axios.

Vice Media CEO Nancy Dubac told staff it plans to cut costs by "up to 15 per
cent" after smaller cuts earlier this month.

According to experts, the newspaper industry is facing higher distribution and
labour costs in the wake of the pandemic.

"Gannett, the parent company to USA Today, said it was planning another round of
layoffs, in addition to furloughs, after laying off 400 people in August," said
the report.

In the tech industry, as of mid-November, more than 73,000 employees in the US
tech sector have been laid off, according to a Crunchbase News tally. Tech
companies as big as Netflix have slashed jobs this year.


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EXCLUSIVE


DELIVERING PRICELESS EXPERIENCES IN THE DIGITAL AGE: ET PHOENIX CXO SUMMIT

On Day-1 of the Economic Times Phoenix CXO Summit APAC, Rustom Dastoor ,
Executive Vice President, Head of Marketing and Communications for North
America, MasterCard highlights the importance of data in building priceless user
experience.

 * Anushree Sharma

Click Here to Read This Story
 * 
 * 
 * 
 * 
 * 
 * 
 * 
 * 

In this engaging case study presentation by Rustom Dastoor , Executive Vice
President, Head of Marketing and Communications for North America, MasterCard
learned how the digitisation of marketing is changing relationships between
consumers and brands, and how brands can deliver super superior experiences to
consumers that are more relevant and meaningful to them.

Here are the key insights from the session:

The amount of data will double every 12 hours!

It wouldn’t be an exaggeration to say that data is exploding. Humanity's current
range of data creation has us doubling the world's data every two years and this
space is expected to increase by 2025. The amount of data will double every 12
hours. This has significant implications for businesses and for marketing as a
function.
A large part of this data deluge will be driven by the advent of 5G–it will
seamlessly connect a massive number of sensors embedded in virtually everything
we use on a daily basis. With high speeds, superior reliability, and negligible
latency, 5G will expand the mobile ecosystem into new realms with connected
devices throwing off massive data streams. We will need to turn to artificial
intelligence to make sense of it all. AI can help us predict consumer outcomes
better and build more intuitive and personalised consumer journeys.

Businesses will struggle if they don’t focus on user experience
Data coupled with advances in hardware across personal devices processing power
in cloud computing will finally allow us to capitalise on the promise of
augmented reality and virtual reality, leading us into a true digital universe
presently being heralded as the metaverse. This will enable us to personalise
services and experiences that never before. It will further allow specifically
more informed behavioural segmentation and will enable us to serve consumers on
their unique needs and behaviours.
We will be able to target consumers more precisely through their individual
devices and with location accuracy. Not only will we be able to personalise
experiences, we will be able to do it in a scalable fashion, where effectiveness
will not be at the cost of efficiency. We will be able to apply decision science
tools to predict consumer behaviour better and serve it more purposefully. Rapid
Response mechanisms will enable us to instantly capitalise on opportunities and
multi channel behaviour will allow us to meet consumers where they are.



The challenges ahead

“With more data, more devices and more content, consumers will be easier to
reach, but much harder to engage. User experiences will dictate which
applications consumers engage with and who they stick with. Businesses will not
get a pass for poor consumer experiences based on their industries,” said
Rustom.

Consumers will demand the same standards for user experience and design across
industries as they presently get from the leaders like Uber or Google.

Building brand trust with technology

People distinguish brands based on trust. New tools like NFT's which track
digital provenance, and other cybersecurity tools such as biometrics, and secure
digital identities will guide choice and preference. But as more things change,
the more they stay the same. Research informs us that despite the advances in
technology, consumers still prefer experiences over things, particularly as we
look to come out of the pandemic. We believe consumer hunger to experience life
at its fullest.

At Mastercard, in order to create digital priceless experiences, we had to bring
the best of all our capabilities together for a consumer to engage in a single
digital experience. To enable that we look at three layers integrating together.
The first is the infrastructure layer or the backbone comprising data analytics
and technology. The second is the enablement layer comprising products and
services. And the third is the experience layer comprising brand consumer
passions, sponsorship assets, platforms, UX and design. Making these three
layers work together anywhere and everywhere is the key to delivering superior
digital experiences.



(This article is based on a recent session-Delivering priceless experiences in
the digital age at ET Phoenix CXO Summit- APAC)

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