Florida Seaside Luxury Oceanfront Resorts and Rentals: Life About 30A

The Luxury Properties on the West Side of 30A

Welcome to the luxury world of 30A, a relatively new development, and a hot spot of the ultra trendy, uber luxury beachfront resort property. With multiple quaint little towns, and some of the most unspoiled beachfront property on the beach, 30A is the new where to go place if you want to live or find a rental on the beach, and have a little extra spending cash. All the little villages are all a couple minutes apart, and each has its own uniqueness about it, making the 30A area and all of the WaterSound real estate area its own little wonderland on the Florida Coast. The area is real popular for bike rentals because of the paths.
Seaside

Seaside was originally developed with a “small town” design back in 1979, and was carefully planned by architects to be unique. With 9 beach pavilions, the cobblestone streets, picture perfect parks, pretty cottages complete with white picket fences, it’s the reason that The Truman Show with Jim Carrey was filmed here. Seaside is a popular place for 30A weddings.
WaterColor

One of the most luxurious places on the Gulf Coast, WaterColor is a treasure chest of activities for the whole family, including expansive nature preserves, fitness facilities, spas, 5 star restaurants, world class golf, bike and jog trails, world class shopping, and the sugar white beaches. WaterColor is also the home to Florida’s only 4 Diamond AAA Hotel, “WaterColor Inn”, which has also received the honor of “Worlds Best” award from Travel + Leisure magazine.
Grayton

If 30A were a body, then Seaside would be the heart, but Grayton Beach is the Soul. Grayton is where vacationing began, with the earliest of travelers coming by horse and buggy to the sugar white beaches. Strewn with historic cottages, ancient twisting oaks, quaint little shops and galleries, and friendly fun residents, Grayton Beach is a paradise in its own self. The community, with its unofficial slogan of “Nice Dogs, Strange People”, is the only place in the region you can take a 4-wheel drive vehicle directly out on the sand, with the proper permit. A local favorite on Sundays, Western Lake is where many love to hang out and splash around in the warm waters, as dolphins play in the gulf. Grayton is also home to the Red Bar, which has a crowd almost every night, with big celebrities visiting all the time.
Some Useful Links

Watercolor homes for sale – Elegant Beach Homes
Watercolor Real Estate
Seaside, Florida
This article is about the 30A lifestyle, realty, and the community’s that exist here. This parcticular article focuses on Seaside, Florida.
Grayton Beach, Florida
This article is about the 30A lifestyle, realty, and the community’s that exist here. This parcticular article focuses on Grayton Beach, Florida.
Life on 30A, Part 2 of 3
This article is about the 30A lifestyle, realty, and the communitys that exist here. This parcticular article focuses on the East Side of 30A.
Life on 30A, Part 3 of 3
This article is about the 30A lifestyle, realty, and the communitys that exist here. This parcticular article focuses on the Middle Section of 30A, as well as the other communities.
Motorcycle Riding in the Florida Panhandle
Seaside Florida News, Events, Real Estate, Vacation Rentals
The Seaside, Florida Official Webpage. Explore Seaside Florida: upcoming events, news, real estate information, vacation rentals, photos and stories.
WaterColor Official Homepage
The Official Watercolor Homepage
www.graytonbeach.com | Helping to keep Grayton Beach funky since 1997!
Greyton Beach, Florida’s Official Website
30A – #1 Guide to Seaside FL Rosemary Beach Grayton Seagrove WaterColor
Florida’s Scenic Highway 30A is home to Santa Rosa Beach, Seaside, Rosemary Beach, WaterColor, Grayton Beach and the world’s most beautiful beaches.

Listed Real Estate Companies of India Analysis

If we look at performance of India’s BSE Realty Index and companies listed in it, it has wiped out investors’ money; there must be someone who has made money. I have wrote about their performance in previous hub and promised to write a second hub on why it is so. Many people thinking that India’s Realty Market is like that, no it is one of the best performing and will continue to do so, the growth may be little bit down but yes, realty in India is good and will continue to do good in future.

Before I start putting down my thought on listed realty companies, I would like to give you little bit background information on how Indian Real-estate market works. The second important issue is background information of these companies, before listing or before burst of their dream.

All of these companies are small to medium family owned companies with reputation and good connection in corridor of power. They have big dreams; market was flying, with all connection and recipe ready to make money. The shortest way to reach the dream destination of big league companies, make a big IPO. With investment banker ready to advice, place your money and get cut on whole process. The deal is done. Working has started at least one and half to two years before IPO or new share offer. The first thing is to get few big transactions, (big land and new projects) show artificial profit, manages the balance sheet. (I wrote on art of managing balance sheet and also wrote on how to read bank balance sheet, I will promise to write a hub on Real Estate Companies Balance Sheet). The market is on uptrend and multiples are high, so the lead managers valued these companies at pick, and sold to investors. India is country of agents and brokers, if you have good network and brokers ready to sell then India is big country. You can pack garbage in silver, make deal with agents and brokers, if they sell it they will get part of booty, and agents/brokers are more than willing to convince the uneducated investors to put their money in it. This packaged garbage is sold at gold prices. The poor investors think they are buying gold, unfortunately when they see it after some time, it was too late and everything was lost.

What Went Wrong

There are three basic problems with share price of India’s realty companies and companies itself.

· The pricing

· The business model

· The leverage

These are the three areas where the companies gone wrong.

The Pricing

This is starting point when the process started and the lead manager used standard method to calculate the IPO price. The valuation based on PEER analysis for EPS and RoNW are used. In all of these cases I will show how they manipulated the method.

1. AKRUTI NIRMAN LIMITED- EPS for 2004 is just 2.1, for 2005 is 3.23 and 2006 is 14.12 this is sudden increase of 400% on EPS and over that the 2006 has weight of 3 so average become 8.49. PAT has also increased 500% in the 2006. In fact this should be just 5 or less because the way income statement is showing sudden increase in profit. The net worth has same gimmick played, net worth of company suddenly doubled in 2006. The market was going up and was at its pick so P/E of PEER group was 75, by any standard in the world this is very high pricing. On this basis the issue was priced. The promoter diluted their stake by less than 12% in this offer. The only beneficial is the promoter who got cash to increase the business without losing anything.

2. D B REALTY LIMITED – Therewere no company existed, the company was making loses in 2007, and 2008. Suddenly the promoter wanted to make big, they made big profits in 2009. These profits are dubious. They used weighted average to get best valuation giving weight of 3 to preceding year which made profit. There were negative net worth. This was clear case how market conditions can be manipulated to gain the profits by promoters. Here owner diluted their stake, taken the investor money and ready to enjoy. A loss making company selling at huge multiples. In this case the key role is played by the lead manager and underwriter of the issue.

3. DLF LIMITED – In 2007 the preceding year before the issue suddenly companies profit after tax increased 10 times, 100%. The net worth increased three time, they got weight of 3 in weighted average calculation, means the lead manager used this number to value the share, this is compared to the market leader and all of them are down and out. The company diluted its equity by 10% still promoter has almost 88% of the stake of the company.

4. KOLTE-PATIL DEVELOPERS LIMITED – The story is nothing different and new. The company made EPS of .80 in 2005, 1.02 in 2006 and suddenly it got gold and EPS was increased to 22.95 in 2007. Profit after tax increased from 28.02 to 835.67 almost 300% and net worth of the company increased to 1813 from 185, this is 10 times or 100%. This sudden jump is beyond my imagination and understanding in real estate business. This is just to make IPO so people’s money, this is fraud and cheating. The company diluted its ownership by 25% in this issue. They have got very good money.

5. MAHINDRA HOLIDAYS & RESORTS INDIA LIMITED – Not much irregularity is there in this valuation and also company balance sheet, but there is no peer comparison, in this case. The company has lost most of its share value.

6. ORBIT CORPORATION LIMITED – The Company has very good history and was doing fine. The performance of the company in preceding year was not good. It was in need of funds, to get this need fulfilled they issued 40% new share at very good premium.

7. Puravankara Projects Limited – This was not bad company. They have history but Small Time Company. When they saw opportunity to dilute the stake to grow fast. They increased the share capital, came with IPO. The market was good and receptive, they made money. The investors lost their everything.

8. OBEROI REALTY LIMITED – Oberoi diluted their stake by another 10% in this issue. Market was good, multiples were high and investors are willing to pay. So promoters sold small stakes to make money.

Who is blame?

Investors lost their money, some of these are trading below 80% of their listing price/ offer price.

1. Auditors – Who approved made up numbers.

2. SEBI – Who approved the issue?

3. Banker – The lead managers who sold the issue.

4. The brokers and agents – They are the ones who really convinced the investors to put the money.

5. Investors- Partly investors should also be blamed because they invested in it to make quick money without understanding what is in it.

Why Salaries are going up in a falling Job Market in India?

The favorite topic of discussion – Employment Scenario, Jobs and Salary

Imagine an often experienced scenario of a get together of friends, where the age group is between 35 to 42 years. After one or two drinks, when the pleasantries have been exchanged and formalities about inquiring about the welfare of each other’s family are over, people get down to share their recent concerns and discuss the ways to avoid any unpleasant situation.
Salary Survey and Job Market
The Job Market Complexity
The Job Market Complexity | Source
Salary Increase in a Tough Job Market
Salary Increase in a Tough Job Market | Source
The Falling Job Market
Source
The Dichotomy between Falling Job Market and Increase in Salaries

Yes, you got it right!

I am talking of the career concern where these days the stability of employment or keeping the job is the most important challenge. Every concerned person has his ear to the ground, reading the survey reports, watching the business channel on TV, discussing in the related group.

Among the working professionals, it would be an unexpected but relieving message if one or two persons share the news that they have got promotion and increment or a new job with higher perks and responsibilities. For a minute, there is a clear look of disbelief on the faces of others followed by some envy and some jealousy. The rest of the group wants to know that how did he manage a raise? Is he the special one in the organization? Or everyone across the organization has got a handsome raise?
So Much of Confusion
So Much of Confusion | Source
Why is it so confusing?

No it is not.

We just need to identify and understand the role of various opposing forces operating currently on the economy in general and the job market in specific.
First the harsh reality and some facts

There is general economic slowdown. This is caused by a number of factors such as the completion of boom cycle experienced by us till 2008 – what goes up has to come down.

The other important factors are:

The global impact of US sub prime. The impact was first felt in the banking and finance and real estate industries in the US. But soon it had a global impact and perhaps causing a crisis like situation.

I Need A Job
I Need A Job | Source

A very large number of Indians are working outside of India. They strengthen the Indian Economy by repatriating every year millions of dollars. This money gets invested in the real estate as well as the financial instruments. Making both the sectors prosper, in turn it drives the growth of the economy as a whole.
When a big number of Indian professionals lost their jobs or felt that they are at the risk of then they decided to head home – thinking that booming Indian economy could absorb them.

Search for New Employment Opportunities
Search for New Employment Opportunities | Source

This resulted in a sudden rush to find employment by Indians settled overseas and lesser levels of investments.
The job market experienced an oversupply of well experienced and qualified manpower.
The real estate could not sustain its double digit growth and finance sector too tightened its lending norms to almost all the sectors.
The rupee weakened – almost going into a tailspin – pushing up the import bill.

Fear of losing the job
Fear of losing the job
Fear of losing the job | Source

Other important contributors to this unwanted situation are the political scenario, unclear vision of the industry and a poor investment climate.
The sectors which got hit first or worst are: Banking, Finance, Insurance, Automobiles, Telecom, Infrastructure and their suppliers. It soon engulfed all other remaining sectors and industries. India’s GDP rolled down to less than 5%. This is certainly not good for job creation.
The pinch is getting unbearable due to added affect of high level of inflation hitting one and all.

Most of the companies announced with a job freeze almost across-the board, this was followed by not doing the replacement hiring and this too was followed by downsizing or retrenchment – as a part of stringent cost cutting.
Good Opportunities are still there: Surveys & Reports
Source
About the Author

Sundeep Kataria is the founder CEO of a Management Consulting Firm – Advanced Corporate Services, which was established in 1991 in New Delhi.

This firm specializes in Compensation Surveys, Head Hunting, Middle Level Recruitment and Internet Marketing.

The contents of this hub are straight from his years of professional experience.
Now the encouraging news about job market

With the worst seem to be (and hopefully) over, the Indian industry has learnt its lessons about survival in such a scenario and how to grow its business despite the odds.

Therefore, there is once again the demand for skilled manpower. But this time the outlook is different and the HR department is giving a new briefing to the recruitment consultants. For example, the companies don’t mind paying higher salary to the mid or senior or the top level professional but the incumbent must be a person with a proven track record of success. He or she must be ready to work longer hours; work with a flatter organization or department and produce more results with lesser number of people.

In short, he has to accept bigger responsibilities, higher targets and longer working hours coupled with lesser holidays and perks. In return he has to deliver faster, better and with lesser resources.

Commercial Real Estate In India

Though the economic downturn has stunted the growth of the Indian realty market, we can always begin the year 2010 with a new ray of hope. In fact, the year has already brought cheers on the face of the demand starved real estate sector. The Indian economy is rapidly recovering, resulting the Indian property market to reach out new heights of achievements, especially with respect to commercial estates.

As the recession is fading, India is witnessing the gradual increase in business activities. Hence, the demand for commercial complexes is increasing causing the real estate developers to take up challenging commercial projects.

Increasing Demand for Commercial Real Estate in India

According to world renowned realty consultant Cushman & Wakefield, important Indian cities like New Delhi, Mumbai and Bangalore are expected to witness the strong-end user demand for commercial projects in the year 2010.

The cities would also undergo change in sentiments that would eventually lead to the expansion of business and hence, benefiting the commercial land lords.

Since the end users are returning, the core developers would rather come back in the commercial real estate scenario more aggressively in order to invest their funds.
The increasing demand for the commercial real estate would receive a further boost due to the favorable monetary policies taken up by the Indian government in 2010.

How to Find Commercial Real Estate India

Many realty developers offer property valuation and property management services for easy assessment of the property. Whether for sale, rent or lease, the methods of property valuation are strictly followed with respect to the guidelines laid down by the development authorities.
Apart from valuation guidelines, the development authorities also undertake the task of commercial property auctions along with regulating the commercial property tax and laws.
The Commercial Real Estate News is a good source for getting information on recent trends of the commercial property market. We would also get to know about the top listed developers and their updated developments.

Bangalore Reaching New Heights

Bangalore, the capital of the southern state of Karnataka, is Asia’s fastest growing cosmopolitan city. It is the favorite destination for most high tech industries in India. The IT Software Services/ ITES companies are the highest contributor to Bangalore’s growing real estate market. The cyber city is blessed with myriad features such as salubrious climate, gardens, natural lakes, architectural landmarks, shopping malls, the best restaurants and pubs in this part of the globe and attractive business opportunities which make this city a more lucrative option.

Though the Bangalore real estate is witnessing a growth in both residential and commercial properties, however the growing numbers are not enough to satiate the growing demand for properties in India’s leading IT hub city – Bangalore. This has also led to the increased property prices, but this has not deterred the Bangalore property dealers and real estate developers as they are emerging with newer forms of projects such as residential resorts. Which are equipped with European style villa, skyscraping residential complex having a single apartment on each floor and an apartment with its own helipad, this shows that in the near future Bangalore would be one of the most sought after cities of the world. The rates are also sky rising which starts from Rs 3 crore, and last at Rs 9 crore. The prices of commercial property in Bangalore are sky rising in areas like CV Raman Nagar, JP Nagar, North Bangalore and Hosur Road/Electronics City.

In coming future bangalore properties are to see a huge investment of Rs 25,000 crore for the development of 11 integrated townships for IT, BT, and ITes sectors. Many real estate developers are developing Satellite Township in and around Bangalore. Most of the projects are inspired from the countries like China, Singapore, and the US. Log on and find out more about Bangalore properties and real estate, visit India’s No.1 property site Magicbricks.com.

Active Hopes For Delhi Real Estate Market

Like the Delhi residential real estate witnessing a sluggish phase for the past few months the commercial properties have also been hit down by a slowdown. Subsequently, some business districts in Delhi have seen a decline of up to 25% in office rentals in the June quarter, media reports.

The rental values of grade A and B properties in the city have seen a significant decline. For instance, the rentals of grade A properties in Nehru place are down from Rs 280 per sq ft to Rs 270 per sq ft.

With the retail boom and increasing return on investment from the real estate market, the value of Delhi properties have been sky-high since long. The Delhi real estate builders are taking the drop in prices as positive, since many of their projects are lying vacant for quite a long time now.

Individuals and business firms have been cautious of investing in residential as well as commercial property and were waiting for a price correction, reveals a renowned Delhi Real Estate Developer. With this drop in the commercial property values builders and real estate agents are now expecting some activity in the market.

Space crunch has been the prime reason for the soaring commercial property values in the city. But, with a lot of expected supply in the Delhi-NCR market by early 2009, rentals are likely to trim down more in the city, opine the industry experts. Amid Jasola being one of the few remaining places where land is available in Delhi, it will continue to add more space in the coming time to the Delhi property market.

Besides, being the much sought after residential property market the commercial properties too have always been in much demand in Delhi. As the city has better edge over many other metros in terms of infrastructure, availability of professional work force and connectivity, Delhi real estate has maintained an apex position in the real estate ladder of the country.

Costa Rica Realty Web Sites

Costa Rica has a dependably warm climate and a cheap cost of living. It is only a short distance to and from the United States. The country is underdeveloped and has a growing economy plus it is a very beautiful place. The factors combined make Costa Rica realty a good investment.

Every economy and investment device has ups and downs. The wise investor is always looking for the place for the better and dependable returns. Realty has traditionally been a very reliable form of capital investment. With most first world countries in recession for now and a few years more signs point to investment in other geographical areas. Costa Rica is thought by many as being one such area.

Property buyers in this area have mainly been of North American origin but this beautiful country also draws people from other areas of the world.

Areas of Costa Rica to buy realty in:

The northerly pacific coastal areas of Costa Rica have already seen a lot of attention from investors and as a consequence prices have risen. These days realty pundits are focusing in on the South Pacific area of Costa Rica. As better communications are being installed in the form of international airports, good roads, 3G internet then investors are following close behind.

For property investors or those looking for improved quality of life attention if growing for realty in Dominical and Uvita. Realty in the form of land for sale in Uvita is also very popular.

In a world that seems full of stress and low expectations people are more and more seeking an escape from the fast paced life for an immersion in relaxation. Costa Rica provides this. The pace of life is slow, the climate is warm and the geography is truly stunning. Beaches are empty, roads uncrowded and rush hours unheard of.

As the world becomes smaller and internet provides many the option to work from unfixed geographical locations then living in places like Costa Rica makes sense.

Its a made world, at the moment owning realty in Costa Rica offer very attractive break.

Life is slower and more peaceful. Cost of living is lower than that of the United States and once you own a property then holidays will become cheaper or more frequent.

The wildlife is truly amazing.

If you are interested in buying property in Costa Rica there are plenty of good web site to make you life much easier. Many have all the facilities you could ever need to find you ideal property of piece of land for sale or rent with only a few clicks of the mouse.

Subscribe to the property news letter and stay on top with all happenings in the Costa Rican property market.

These are just some of the great facilities you can expect from a modern web site. Just go to your favourite web search engine and type in ‘Costa Rica Realty’. The search engines try and make it so that the best web site appear at the top of the search results pages.

Costa Rica realty is a wise investment. To find a huge selection of realty in Costa Rica go to http://www.costarica4property.com

Not only is there property and land for sale and rent but informative articles on the areas covered. Make property search and home in rapidly on exactly the sort of realty you are interested. The web site specializes in real estate in Uvita. The web site has been designed from start to finish to make finding property as easy as possible.

Other devices to aid you in your search include your own log in area where you can keep track of all the inquiries you have made. A property finder service which lets you contact all the agents in your area of interest with the details or what you are looking for. As and when the property comes onto the market you will be the first person contacted thus getting a head start on the competition.

Article Source: http://EzineArticles.com/4644783

Festive Season – A Catalyst for Realty Growth in Pune

The realty industry in Pune has been booming over the past few years. More and more young professionals are shifting to the city due to ample job opportunities by various sectors setting up offices here.

IT is the leading sector setting up offices here. Not far behind, BPO, Manufacturing, Automobile sectors and many MNCs have also set up some state of the art offices here. According to Indian realty news UPS, Metro, and Hitachi are setting up design and development centers in the city. Likewise, existing companies like IBM, TCS, AND Cognizant are also looking to further add to their real estate portfolio.

Furthermore, Pune has growing demand of smaller office spaces ranging from 700 sq feet to 1,500 sq feet bracket. And now, as the festive season begins and continues right up to the end of the year, many businessmen invest in buying offices.

Pune was in fact, amongst the few cities that had many launches in the second half of 2012 according to latest reports. Builders and realtors are taking advantage of the festive season and are coming up with attractive offers for buyers to invest in.

There was news recently that the demand for commercial properties in Pune had gone down in recent months due to global and domestic uncertainties. But these dynamics keep changing every quarter. In this year’s quarter commercial properties for sale in Pune are expected to expand with many factors, festivals being one of them, playing the role of a catalyst.

The festive season that began with Janamashtami and continues with Navratri and Diwali has many people investing in commercial properties as most Indians consider festivals an auspicious time to invest in their business. What many people also do is select their commercial spaces months before and seal the deal on that auspicious day.

Taking this emotional connect people have with festivals; many builders construct their projects few months before and put commercial properties for sale on these auspicious days.

Not only sales but renting out office spaces is another popular concept among Puneites. Startups cannot afford to invest their already limited capital in buying an office space. So, they prefer to rent out before purchasing property. There are so many upcoming areas now in Pune offering office spaces at reasonable rents and reasonable prices too for those looking for buying properties.

Hence, if you looking for a commercial property here in Pune for renting or investing, there are a variety of options available. The time is apt. Take the step and invest in that perfect office space that is comfortable for your employees and you to work in and also your business fosters in the long run.

Article Source: http://EzineArticles.com/7358820

Why brands that emotionally connect still win

Manufacturing processes can be replicated, products imitated and ideas copied. But, it is not as simple to emulate the authentic relationships South African consumers share with their favourite brands. Nor is it easy to contest the position these products occupy in the minds of their loyal patrons. In the face of technological innovation, globalisation and a bewildering array of traditional and online media, brands can and often do win… now more than ever before.
This is according to Gavin Etheridge, Cape Town Director of Epic MSLGROUP, who says that when a deep emotional connection is cultivated between companies and customers, its brand loyalty and not improved features, augmented services and innovative designs that protect their market share.

Etheridge further explains that few markets display this phenomena better than the pharmaceutical industry. “Almost entirely driven by product promotion in the past, doctors were considered the only target market. In a push marketing strategy, medical representatives would persuade clinicians to prescribe their medicine on the basis of specific product features and medical benefits.”

However expiring drug patents, increased demand for generics, globalisation, as well as an increasing empowered consumers, has forced pharmaceutical companies to relook this approach.

On expiration of a patent, competing pharmaceutical manufacturers are permitted by law to produce a generic drug, identical in chemical composition and efficacy as their patented counterpart, yet much cheaper. Etheridge says that the patent owner has only a limited time of exclusivity to market their original branded pharmaceuticals.

“In South Africa the law stipulates that, despite the doctor’s prescription, the pharmacist must inform their patient if a cheaper generic equivalent is available,” says Etheridge. The empowered consumer is increasingly expecting more for less, and can switch between products faster than ever before. “This and the deregulation of many over the counter medicines (drugs that don’t require a script) have forced pharmaceutical companies to rethink how they connect with consumers.” This is an example of only one sector and the game is changing for all industries locally.

A recent study published in September 2015 by Nielsen suggests that all industries will soon need to start reconsidering how they communicate with their target market and stakeholders. Empowered consumers are fast losing their faith in all forms of traditional paid advertising. According to the study, 6 in 10 global respondents say they don’t trust adverts on TV, newspapers and magazines, yet 8 in 10 (83%) say they completely or somewhat trust the recommendations of friends and family.

In a 2012 Corporate Executive Board study done by Saatchi & Saatchi, 64% of respondents in the cited ‘shared values’ as the primary reason to build a relationship with a brand.

“Under these circumstances the reputation of companies, encapsulated within the intangibles of their corporate brand and not the tangible benefits of their products, will become the main determinant of consumer choice,” explains Etheridge.

If we accept that a brand is your company’s promise, then surely trustworthiness is the foundation of any branding strategy. “In one sense a brand is a form of assurance,” says Etheridge. “A promise of legitimacy and security that differentiates your offering from the noise and the clutter created by your competitors.”

“If you want the market to trust you,” explains Etheridge, “there needs to be an emotional connection not only between the company and its target market, but with each and every stakeholder.”

“Coca-Cola isn’t the best tasting cola. Microsoft doesn’t have the best operating system. But, it’s about the position these brands hold in the mind of the consumer,” says Etheridge quoting Steve Tobak of Entrepreneur Magazine America.

“South African consumers don’t buy products, but instead they buy the benefits they derive from them. Loss of market share will not be as a result of uncompetitive products, but a company’s inability to establish an emotional connection with their market.”

How multimedia-driven content can cut through the clutter

One of the side effects of living in the digital age is that the constant bombardment of messages and digitally driven lifestyles has changed the way our brains perceive and process information. One of the most interesting, yet possibly frightening adaptations, is our diminishing ability to pay attention for extended periods of time.
According to Cara Kruger, Senior Account Director of Epic MSLGROUP, the convergence of digital technologies, falling prices of technological devices and accessibility afforded by the internet has truly empowered the consumer to pick and choose the information they wish to engage with. “In the same way that consumers have changed the way they consume information, so too do companies need to adapt the manner in which they communicate.”

Time magazine suggests that we have lost our ability to stay focused for longer than approximately eight seconds – just one second shorter than the memory of a goldfish. “If poverty of attention is driven by a wealth of information, as economist and Nobel Laurette Herbert Simon proposes, then surely the continuous demand for content must drive this behaviour,” suggests Kruger.

“Dwindling media circulation figures and decreasing sales are directly linked to the increased adoption of affordable technology and improved access to the internet. In 2015, the number of YouTube and Instagram users increased by 53% and 65% respectively. Second only to the United States, South Africans increased their mobile video consumption by an astounding 42%. This highlights that although television, magazines, newspapers and other mass media remain very important, their dominance is fast declining.”

This fact and the findings of recent research by Microsoft Corp concurs with Kruger’s observation. “The study set out to investigate the impact of technology on the way we process information, and the research suggests that we are less effective at filtering out distractions than we thought, and that modern users are constantly hungry for new information.

“Similarly, content now has the shortest life cycle in history, and the shift in communication afforded by the Internet and social media has changed the way in which news is reported and consumed.”

Kruger says it is for this reason Epic MSLGROUP has developed its own multimedia ePR tool to convey messages and information to target audiences. “The ePR tool allows marketers to transform a static text-only press release or announcement into a dynamic content platform and incorporates videos, soundbites, infographics and social media posts that media and influencers are able to seamlessly share.”

She says that in a constantly evolving world, marketers should opt for multimedia formats to convey targeted messaging to their audiences as these are more engaging and easily shared. As many media platforms, bloggers and influencers are already utilising videos, podcasts, infographics and branded images to convey messages to their audiences, marketing professionals need to promptly adapt should they want to remain relevant.