The Symbiosis of Direct Marketing and Social Media – Marketing Entertainment

The entertainment industry is rapid changing and fast growing. Its consumer base, styles and tastes change more times than it could even grow in any given fiscal quarter. With an extremely fickle and volatile demographic, this industry is one of the most difficult to break into.

Because of the heavy impact that social mediums has on the industry, there is a lot more to marketing in entertainment than one would think. Prospecting to clients is always more potent when done live and in person but in entertainment it is as how we say – truth.

Any campaign marketing a new product, service or event for the first time, (F.Y.I. you’ll notice through my writings that I consider artists/bands & public figures to fall under the category of “product” which I’ll also explain in another article) should do so two parts direct marketing and one part warm market or social media marketing. At times social media tends to overlap with warm market advertising in the case of Facebook being able reach out to friends of friends.

Two parts direct marketing and one part social media marketing is one of the greatest formulas you will have for marketing entertainment. For example, if you’re holding a special entertainment event and your marketing/advertising campaign is three months before the event date, lets say January 1st to March 31st, then you would go out in the field and had out flyers and other promotional media directly to the consumer in January and February, while March would be left for focusing on mailing lists Facebook pages and video promotions. Though as not to say you shouldn’t start promoting your event online and doing mailings and such from January, it just means it should get a full throttle, undivided attention, strategic push from you and your marketing team in March. Once this product or service is branded, however, this marketing strategy will no longer apply.

Receiving a flyer or business card from a person while you grab a coffee or leave a bar (be they friend, foe or stranger) will always be more powerful and effective than those same ones seeing it in an email message, reading about it on their Facebook wall or seeing it in their twitter feed. The extreme social aspects of the entertainment industry make the fusion of direct marketing and social media marketing a perfect match.

With all the new technology, it is easier to print business cards now than it was several years back. Many might want to pretend that the business card error is being overtaken by the new social media platform, this is not entirely true. These two marketing methods should actually work hand in hand to ensure you get the best out of the two. It is also good to note that cards can easily be fitted into wallets and thus can be taken to wherever you go regardless of the distance.

Because you have the liberty to include all your contacts including your social media platform identity, you can easily combine the use of both and reach even more clients in the process. As a matter of fact, if you have a simple workstation in your office and a little graphic designing knowledge; you can actually print your cards for free.

With all the above tips, you can easily grow your business from scratch or simply revamp a business that is making very low-income to change for the better. For companies that have been in operation for some time and seems to be taking a downturn into loss making, investing in great marketing teams should do the trick.

The World Of Payment Technology In 2021

Money and the world of payments have gone through many changes since the stone age. From barter systems to contactless payments, society has evolved into a very mature stage, where Payment Technology have overtaken conventional mode of payments.

Many people recall times when they ran cashless for a week or maybe longer. The digital payment infrastructure is ready to shine, and customers across the world are increasingly adopting the new modes of payment.

Although digital payments have been here for a long time. Paypal, one of the largest digital payments companies today, started all the way back in 2004. Now Paypal is the limelight for business to business payments. But the implementation of payment technology into customer to business services and peer to peer paymentsservices have only been possible with the advent of technologies like 4G, 5G, Blockchain, AI & ML, and RegTech.

In the span of five to six years, digital payment technologies have seen massive developments in terms of financial inclusion, and we’re expecting to see more innovation in the coming years.

Banks and Non-Banks need to switch to Digital Transformation
As per a report by EY, 50% of consumers are already using FinTech applications for money transfers and payments, whereas 65% are optimistic that they will be doing so in the future.

The significant disruptors of the payment landscape are the non-banking financial institutions that operate via unconventional means. The distinguishing line between payment networks and banks will continue to blur.

To keep up with the increasing trend of cashless payments, banks and non-banks will have to act quick. Offering tech-agnostic value-added financial products and services will be the way forward to achieve digital transformation.

It is interesting to understand where the payment technology trend is heading towards and what 2021 has in store for us in such exciting times. This article will take you through all that you should know about payment technology in 2021.

What Is A Payment Technology?
Payment technology is the driving force behind the digitization of payments. There are several payment technologies such as Blockchain, QR codes, NFC, Biometric and many others that are currently disrupting the conventional payment ecosystem.

However, not every available payment technology is worth investing in. There are several parameters that affect the feasibility of payment technology implementation and the ROI (Return on Investment) that it can bring. For example, the QR code technology has made contactless payments a feasible solution over NFC or RFID.

Latest Payment Technologies in 2021 #1 Biometric Authentication
Biometric authentication has been in the limelight for the past couple of years. Security has become a prime concern for banking institutions due to strict compliances by regulatory bodies. It has made multi-factor authentication a necessity for mobile walletand payment service providers. The availability of a fingerprint sensor or iris recognition in almost all the smartphones and tablets, have made biometric a feasible option for multi-factor authentication.

Biometric authentication is a verification method involving structural or biological characteristics of an individual. The verification methods range between facial recognition, fingerprint scanners, heartbeat analysis, iris recognition, and vein mapping.

This payment technology helps FinTech service providers prevent chances of identity theft and fraud. Biometric authentication is a unique and crucial step in the online payment process, as it ensures efficiency, security, and improves customer satisfaction. The ease of authentication and high-security help financial institutions build customer trust and loyalty.

#2 mPOS
Mobile-Point-of-Sale, aka mPOS, is an innovative payment technology that is focused on freeing merchants from their store location and going mobile. It liberates merchants to seamlessly accept payments at various places like trade shows, concerts, food trucks, and many other places.

Not only this, but the mPOS payment technology also streamlines the checkout process at the stores by replacing central checkout areas with staff equipped, with instead mobile-point-of-sale devices.

Indeed, mPOS technology will be a popular trend in 2021, and the statistics show the same. Global Market Insights reports that by 2026, the mPOS market will be valued at $80 billion globally. It is expected to grow with a CAGR of 19% between 2019 to 2026.

Source: Global Market Insights

#3 Voice
With the rise of smart speakers and home assistants, voice commands have become mainstream in the tech space. The banking and finance industry isn’t untouched from voice tech, and in the near future, we’ll see more and more people handling their finances via smart assistants.

Many financial giants are heavily investing in voice tech for payments, as statistics reveal that there is an increase in the number of people that are buying products via smart speakers. Statista found 35% of users purchase products like groceries, home care, and clothing using smart speakers.

The International System Classification of Enzymes and Enzyme Naming System

The International System Classification of Enzymes proposed by the Enzymology Committee of the International Society of Biochemistry divides all known enzymes into six categories according to the types of reactions they catalyze, which are represented by numbers 1, 2, 3, 4, 5, and 6, respectively. Next, let’s take a closer look at the enzyme classification of these six different enzymes.

Oxidoreductases
All enzymes that can catalyze the oxidation-reduction reaction of a substrate are called oxidoreductases. In organic reactions, dehydrogenation and oxygenation are usually regarded as oxidation, and hydrodeoxygenation is regarded as reduction. Such enzymes include dehydrogenases, oxygenases (oxygenases), oxidases (oxidases), reductases (reductase), peroxidases (peroxidases), etc., among which dehydrogenases are the most numerous. The reaction catalyzed by dehydrogenase can be expressed by the general formula:

AH2 B →A BH2

AH2 represents the substrate, and B is the original hydrogen acceptor. In the dehydrogenation reaction, it is the coenzyme (base) that directly obtains hydrogen atoms from the substrate. After the coenzyme (base) obtains the hydrogen atom from the substrate, it undergoes a certain transfer process, and finally it is combined with oxygen to form water.

The reaction catalyzed by oxidase can be expressed as:

AH2 O2→A H2O

In this type of reaction, the hydrogen atoms removed from the substrate molecule directly react with oxygen to form water without being transferred. Most of the reactions catalyzed by oxidase are irreversible.

Transferases
All enzymes that can catalyze the transfer or exchange of groups of substrates are called transferases. According to the different types of groups transferred, the common transferases are aminotransferases, transmethylases, acyltransferases, kinases and phosphorylases. The reaction catalyzed by the transferase can be expressed by the general formula:

A-R B →A B-R

In the above formula, R is the group to be transferred.

Many transferases are binding proteins, and the transferred group is first combined with the coenzyme, and then transferred to another receptor. For example, the coenzyme of aminotransferase is pyridoxal phosphate. In the process of transamination, the transferred amino group first combines with pyridoxal phosphate to form pyridoxamine phosphate, and then pyridoxamine phosphate transfers this amino group to another substance.

Hydrolases
All enzymes that can catalyze the hydrolysis of the substrate are called hydrolases. Common hydrolases include amylase, maltase, protease, peptidase, esterases and phosphatase. The general formula of the enzymatic reaction of this kind of enzyme is expressed as:

A-B H2O → AH BOH

Extracellular hydrolases are simple proteases. Most of the reactions catalyzed by hydrolases are irreversible.

Lyase
Any enzyme that can catalyze the cleavage of the C-C (or C-O, C-N, etc.) chemical bond in a substrate molecule, and the conversion of one molecule of the substrate into two molecules of products after the cleavage, are called lyases. The general formula of the enzymatic reaction of this type of enzyme is:

A-B → A B

Most of the reactions catalyzed by these enzymes are reversible. The reaction proceeding from left to right is a cleavage reaction, and from right to left is a synthesis reaction.

Aldolase (aldolases) is a very important enzyme in the process of sugar metabolism. It is widely present in various biological cells and is a relatively common lyase. It catalyzes the cleavage of fructose 1,6-diphosphate into glyceraldehyde phosphate and dihydroxyacetone phosphate. In addition, common lyases include decarboxylases, citrate lyase, dehydratases, and deaminase.

Isomerase
Isomerases can catalyze the geometric or structural isomeric changes of substrate molecules. Geometrical changes include cis-trans isomerism, epimerism, and molecular configuration changes; structural changes include intramolecular group variation and intramolecular redox. Common isomerases are cistrans-isomerases, epimerase, mutase and racemases. The general formula of the enzymatic reaction is:

A → B

The reactions catalyzed by isomerases are all reversible. The isomerases in glycolysis include glucose phosphate mutase, triose phosphate isomerase and phosphoglycerate mutase

Ligases
Ligases is a type of enzyme that catalyzes the connection of two molecules together and is accompanied by the breaking of the high-energy phosphate bond in the ATP molecule. The general formula of the enzymatic reaction can be expressed as:

A B ATP→ A-B ADP Pi

or A B ATP→ A-B AMP PPi

Most of these reactions are irreversible. Pi or PPi in the reaction formula represent inorganic phosphoric acid and pyrophosphoric acid, respectively. ATP (or GTP, etc.) must be involved in the reaction. Common synthetic enzymes such as pyruvate carboxylase, glutamine synthetase, glutathione synthetase, etc.

Enzyme Naming System

In each major class of enzymes, according to the nature of the group or bond in the substrate molecule is divided into several sub-categories, and each sub-category is further divided into several sub-subcategories. Then arrange the enzymes belonging to this sub-subclass in order. In this way, all the enzymes are sorted into a table called enzyme table. The position of each enzyme in the table can be represented by a uniform number. This number includes 4 numbers. It is preceded by E C (abbreviation of International Enzymology Committee).

For example, lactate dehydrogenase (E C 1.1.1.27) catalyzes the dehydrogenation of lactate to produce pyruvate. In its number:

The first 1 means that the enzyme belongs to the first category, that is, oxidoreductases.

The second 1 means that the enzyme belongs to the first subclass of oxidoreductases and catalyzes the oxidation of alcohol.

The third 1 indicates that the enzyme belongs to the first subclass of the first subclass of oxidoreductases; the hydrogen acceptor is NAD+; “27″ indicates the sequence number of lactate dehydrogenase in this subclass.