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Tag: Marketing

  • Stock investors fear ‘no-landing’ economy could spell trouble. What’s next?.

    Stock investors fear ‘no-landing’ economy could spell trouble. What’s next?.

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    While the U.S. stock market has been pricing in a “soft-landing” scenario for the economy, a blowout January jobs report, relatively strong corporate earnings, and Federal Reserve Jerome Powell’s comments during the past week could point to the possibility of “no landing,” where the economy is resilient while inflation stays on target.  

    Such a scenario could still be positive for U.S. stocks, as long as inflation remains steady, according to Richard Flax, chief investment officer at Moneyfarm. However, if inflation reaccelerates, the Fed may be hesitant to cut its policy interest rate much, which could spell trouble, Flax said in a call. 

    What the past week tells us

    Investors have just gone through the busiest week so far this year for economic data and corporate earnings reports, with stocks ending at or near their record highs.

    The Dow Jones Industrial Average
    DJIA
    finished the week with its nineth record close of 2024, according to Dow Jones Market Data. The S&P 500 index
    SPX
    scored its seventh record close this year on Friday, while the Nasdaq Composite
    COMP
    is about 2.7% lower from its peak.

    The Fed kept its policy interest rate unchanged in the range of 5.25% to 5.5% at its Wednesday meeting, as expected. However, in the subsequent press conference, Fed Chair Jerome Powell threw cold water on market expectations that the central bank may start cutting its key interest rate in March, and underscored that they want “greater confidence” in disinflation. 

    Roger Ferguson, former Fed vice chairman, said Powell introduced “a new kind of risk, the risk of no landing.” 

    In that scenario, inflation will stop falling, while the economy is strong, Ferguson said in an interview with CNBC on Thursday. However, Ferguson said he doesn’t think it is the likely outcome.   

    Traders were pricing in a 20.5% likelihood on Friday that the Fed will cut its interest rates in its March meeting, according to the CME FedWatch tool and that’s down from over 46% chance a week ago. The likelihood that the Fed will kick off its rate cutting program in May stood at 58.6% on Friday.  

    The stronger-than-expected January jobs data released on Friday further eliminates the chance of a rate cut in March, said Flax. 

    The U.S. economy added a whopping 353,000 new jobs in January while economists polled by The Wall Street Journal had forecast a 185,000 increase in new jobs. Hourly wages rose a sharp 0.6% in January, the biggest increase in almost two years.

    The past week has also been heavy with earnings reports, as several tech giants including Microsoft
    MSFT,
    +1.84%
    ,
    Apple
    AAPL,
    -0.54%
    ,
    Meta
    META,
    +20.32%
    ,
    and Amazon
    AMZN,
    +7.87%

    reported their financial results for the fourth quarter of 2023. 

    Among the 220 S&P 500 companies that have reported their earnings so far, 68% have beaten estimates, with their earnings exceeding the expectation by a median of 7%, analysts at Fundstrat wrote in a Friday note.  

    While the reported earnings by big tech companies have been “okay,” the guidance was not, said José Torres, senior economist at Interactive Brokers.

    What has been driving the tech stocks’ rally since last year was mostly the prospect of sales from artificial intelligence products, but tech companies are not able to monetize the trend yet, Torres said in a phone interview. 

    Adding to the headwinds is a comeback of concerns around regional banks. 

    On Thursday, New York Community Bancorp Inc.’s stock triggered the steepest drop in regional-bank stocks since the collapse of Silicon Valley Bank in March 2023. New York Community Bancorp on Wednesday posted a surprise loss and signaled challenges in the commercial real estate sector with troubled loans.

    Meanwhile, the Fed’s bank term funding program, which was launched in March last year to bolster the capacity of the banking system, will expire on March 11. 

    If the Fed could start cutting its key interest rate in March, it would be “sort of like the ambulance that was going to pick regional banks up and save them,” said Torres. “Now the ambulance is coming in May at the earliest, I think that we’re in a particularly risky period from now to May,” Torres said. 

    What should investors do 

    Investors should go risk-off before May, according to Torres. “Last year, goods and commodities helped a lot on the disinflationary front. This year for disinflation to continue, we’re going to need services to start contributing to that. Then we’re going to need to see an increase in the unemployment rate,” Torres said. 

    He said he prefers U.S. Treasurys with a tenor of four years or shorter, as the long-dated ones may be susceptible to risks around the fiscal deficit and government borrowing. For stocks, he prefers the healthcare, utilities, consumer staples and energy sectors, he said. 

    Keith Buchanan, senior portfolio manager at Globalt Investments, is more optimistic. The slowdown in inflation and the relatively strong economic data and earnings “don’t really paint a picture for a risk-off scenario,” he said. “The setup for risk assets still leans towards the bullish expectation,” Buchanan added. 

    In the week ahead, investors will be watching the ISM services sector data on Monday, the U.S. trade deficit on Wednesday and weekly initial jobless benefit claims numbers on Thursday. Several Fed officials will speak as well, potentially providing more clues on the possible trajectory of rate cuts.

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  • Mark Zuckerberg could pay millions to the IRS on Meta dividends. He still might be getting ‘a major break’.

    Mark Zuckerberg could pay millions to the IRS on Meta dividends. He still might be getting ‘a major break’.

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    Mark Zuckerberg delighted Meta shareholders and Wall Street this week with news of the social media giant’s first-ever dividend.

    The IRS may also be happy, now that it’s staring at millions in taxes on the Meta stock dividends bound for Zuckerberg’s portfolio.

    Zuckerberg, the CEO of Meta Platforms Inc.
    META,
    +20.32%
    ,
    is poised to make $700 million in dividends yearly. He owns nearly 350 million shares, according to FactSet, and the company will start paying a quarterly dividend of 50 cents a share.

    That would yield nearly $167 million in federal taxes yearly, after a qualified-dividend tax of 20% and another 3.8% tax on the investment returns of rich households, two accounting experts said.

    California income taxes of 13.3% on the dividends could cost Zuckerberg another $93.1 million, said Andrew Belnap, an accounting professor at the University of Texas at Austin’s McCombs School of Business.

    All in, that’s a combined $259.7 million in federal and state taxes annually on the Meta dividends, Belnap estimated.

    For context, U.S. taxpayers reported over $285 billion in qualified-dividend income to the IRS though mid-November 2023, according to agency statistics. Nearly 30 million tax returns reported qualified dividends through that time.

    Meta said it plans a quarterly cash dividend going forward, with the first such payment in March.

    Meta shares soared 20.5% on Friday, ending with a record-high close of $474.99. The Dow Jones Industrial Average
    DJIA,
    S&P 500
    SPX
    and Nasdaq Composite
    COMP
    all closed higher Friday.

    ‘Zuck is getting a major break’

    Meta announced the dividend payment in its earnings results Thursday, on the same week that Americans began filing their income taxes.

    A look at Zuckerberg’s dividends and their tax implications offer a peek at the debate about the varying ways wages and wealth are taxed.

    “Zuck is getting a major break,” said Andrew Schmidt, an accounting professor at North Carolina State University’s Poole School of Management who also crunched the numbers for MarketWatch.

    Approximately $167 million “seems like a high tax bill,” he said. But if Zuckerberg received the $700 million as a straight salary, Schmidt estimated he’d be looking at a roughly $259 million tax bill on the wages after they were taxed at the top marginal rate of 37%.

    Federal income tax brackets run from 10% to 37%.

    Meanwhile, the IRS taxes qualified dividends and capital gains at 0%, 15% and 20%, depending on income and household status. The net investment income tax adds another 3.8% for individuals making at least $200,000 or married couples worth $250,000.

    For federal and state taxes on the Meta dividends, Zuckerberg would face a combined rate of 37.1%, Belnap noted. “His tax rate on this is actually fairly high,” he said.

    The gap in tax rates on income derived from wages and investments “has been a big criticism with U.S. tax policy,” Schmidt said, especially as lawmakers look for ways to come up with more tax revenue.

    Regular retail investors enjoy the same preferential rates on capital gains and dividends as the top 1% of taxpayers, Schmidt added. The issue is that those dividends and stock profits are a smaller part of their income while salaries, taxed at higher rates, are a bigger proportion.

    Belnap noted that California’s state tax rules don’t provide special treatment to dividends.

    Read also: Where Trump, Biden and Haley stand on capital gains, the child tax credit and other key tax questions

    Zuckerberg received a $1 base salary in 2022, a figure that hasn’t changed in several years. He is now worth $142 billion, according to the Bloomberg Billionaires Index, making him the fifth-richest person in the world.

    Meta did not immediately respond to a request for comment.

    Taxes on the Meta dividends will not be something Zuckerberg, or any Meta shareholders big or small, need to deal with until next year’s tax season, Belnap and Schmidt observed.

    But as taxpayers amass their 1099-DIV forms on dividend income, IRS figures show that it’s mostly upper-echelon taxpayers reaping the rewards on the preferential rates for qualified dividends.

    Households worth at least $1 million accounted for 40% of the approximate $285.3 billion in qualified dividends reported through mid-November, according to agency figures.

    For less affluent investors, “it’s usually a nice supplement, but I’d say very few people are living off dividends,” Belnap said.

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  • Meta’s stock is the most overbought in 11 years, but that could be a good thing

    Meta’s stock is the most overbought in 11 years, but that could be a good thing

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    There’s a common belief that “overbought” is a technical condition for a stock, but in practice it seems to be more of an ability.

    Meta Platforms Inc.’s stock
    META,
    +20.32%

    soared so much Friday after a blowout earnings report, that some technical readings have reached levels not seen in 11 years.

    The stock rocketed 20.9% to close at a record $474.99, to book the third-biggest gain since going public in May 2012. The only bigger rallies were 23.3% on Feb. 2, 2023 and 29.6% on July 25, 2013, which were also after earnings reports.

    The stock’s Relative Strength Index, which is a momentum indicator that measures the magnitudes of recent gains and losses, climbed to 86.48. That’s the highest level seen since it closed at a record 89.39 on July 30, 2013.

    But that shouldn’t scare off Meta bulls.

    Many chart watchers believe RSI readings above 70 are signs of “overbought” conditions, which suggests bulls need a breather after running faster and farther than they are used to.

    There are also many who believe the ability to become overbought is a sign of underlying strength, since a stock tends to be trending higher when RSI hurdles 70. (Read Constance Brown’s “Technical Analysis for the Trading Professional.”)

    For example, the record RSI reading came three days after the record stock-price rally of 29.6% on July 25, 2013. Even though RSI closed at what was then a record of 88.27 after a record price gain on the 25th, the stock continued to rally and become even more overbought.

    It was that spike that snapped the stock out of the year-long doldrum that followed the initial public offering, and flipped the long-term narrative on the stock to bullish. (Read “Facebook’s ‘breakaway gap’ is a bullish game changer,” from The Wall Street Journal.)


    FactSet, MarketWatch

    And while the record RSI readings in July 2013 did lead to a minor short-term pullback, it didn’t stop the stock from embarking on a long-term uptrend, in which RSI made multiple forays above 70.


    FactSet, MarketWatch

    And the last time RSI closed above 85 was Feb. 2, 2023, when it closed at 86.07, also after a blowout earnings report.

    And similar to 10 years earlier, that historically high overbought reading helped launch another long-term rally.


    FactSet, MarketWatch

    So yes, Meta’s stock is now facing historically high overbought conditions. But as many chart watchers like to say, overbought doesn’t mean over.

    One thing to consider, however, is that the two prior times RSI spiked above 85 were while the long-term fates of the stock were still in question — the stocks were working on short-term bounces following long-term downtrends.


    FactSet, MarketWatch

    But Friday’s blast off happened just days after the stock closed at a record high. There was no resistance to hurdle, so rather than a bullish “breakaway gap,” Friday’s jump could be considered more a bullish leap of faith.

    Also read:

    Meta’s killer stock rally could add $200 billion in market cap — a historic haul.

    Nvidia’s stock could rise above $600 — despite signs it’s already overbought.

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  • Alphabet’s stock dips because advertising was good, but not good enough

    Alphabet’s stock dips because advertising was good, but not good enough

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    Google parent Alphabet Inc.’s stock was tumbling late Tuesday, as a rebound in digital advertising fell short of analysts’ lofty expectations.

    The search-engine powerhouse reported a jump in fourth-quarter sales, chiefly through advertising, but Alphabet’s shares
    GOOGL,
    -1.34%

    GOOG,
    -1.16%

    fell 4% in after-hours trading.

    Total revenue was $86.3 billion, up 13% from $76 billion a year ago. Sales minus total acquisition costs (TAC) came in at $72.3 billion, compared with $63.1 billion a year ago.

    Alphabet reported fourth-quarter net income of $20.7 billion, or $1.64 a share, compared with net income of $13.6 billion, or $1.05 a share, in the year-ago quarter.

    “We are pleased with the ongoing strength in Search and the growing contribution from YouTube and Cloud. Each of these is already benefiting from our AI investments and innovation. As we enter the Gemini era, the best is yet to come,” Alphabet Chief Executive Sundar Pichai said in a statement announcing the results.

    Analysts surveyed by FactSet had expected on average net earnings of $1.59 a share on revenue of $85.3 billion and ex-TAC revenue of $71.2 billion.

    Google’s total advertising sales climbed to $65.5 billion from $59 billion a year ago, edging analysts’ average expectations of $65.8 billion. YouTube ad sales rose to $9.2 billion from $7.96 billion a year. Google Cloud rang up $9.2 billion in sales, up from $7.3 billion.

    Alphabet is also ramping up AI initiatives to improve operational efficiency and productivity for 2023 and beyond. The company is using AI in its finance organization and analytics, but Alphabet did not break out AI revenue in Tuesday’s earnings report.

    Alphabet Chief Financial Officer Ruth Porat told CNBC that gen-AI will be a focus of the call with analysts now taking place.

    Shares of Google have climbed 53% over the past 12 months. The S&P 500 index
    SPX
    has risen 21% the past year.

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  • Essential Influencer Marketing Strategies Cannabis Brands Should Prioritize – Cannabis Business Executive – Cannabis and Marijuana industry news

    Essential Influencer Marketing Strategies Cannabis Brands Should Prioritize – Cannabis Business Executive – Cannabis and Marijuana industry news

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    Essential Influencer Marketing Strategies Cannabis Brands Should Prioritize – Cannabis Business Executive – Cannabis and Marijuana industry news































    skip to Main Content

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    Susan Gunelius

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  • Denim pioneer Levi’s is rolling out ‘tech pants’ and other new offerings this year. But will retailers stock them?

    Denim pioneer Levi’s is rolling out ‘tech pants’ and other new offerings this year. But will retailers stock them?

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    With a rough 2023 in the rearview mirror, Levi Strauss & Co. this year is trying to tackle its problems with new pants.

    That includes pants with lighter-weight denim; pants for women that can be worn as high-rise or low-rise; and even nondenim pants that management, during Levi’s
    LEVI,
    +1.27%

    earnings call on Thursday, referred to as a “tech pant” for men with “moisture control and 360 mobility.” The company also plans to expand its offerings of Performance Cool pants intended to keep the wearer cool and dry on hotter days.

    But as those products roll out, the retailers that account for most of Levi’s sales are still cautious about packing their shelves with new apparel — even though Levi’s executives pointed to slightly better demand from clothing stores during the fourth quarter and holiday period. And as the denim pioneer cuts costs, brings in new leadership and tries to be a bigger e-commerce player, Wall Street will now be digging around for signs of a payoff.

    “Ultimately, the market will be looking for evidence new strategies can drive accelerated growth,” Stifel analyst Jim Duffy said in a research note on Thursday.

    “We continue to believe in brand vitality and opportunities for extension. With product reflective of new direction arriving in the marketplace across 2024, the proof will be in consumer response,” he continued.

    In an interview with MarketWatch on Friday, Duffy said he was optimistic about Levi’s standing as an established brand and stronger demand for its dresses, skirts and other women’s clothing items. But the more products a company rolls out, he suggested, the more it has to invest to make them work — and the more it needs to manage if sales falter.

    “The risk, as I see it, is that more categories means more SKUs and more product that is fashion rather than core basic styles, and more investment and inventory that, if it doesn’t translate to the marketplace, could result in higher markdowns,” he said, referring to the stock-keeping units by which retailers track inventory.

    Levi’s on Thursday said it would lay off between 10% and 15% of its global corporate staff in the first half of this year, a move intended to save $100 million in costs over that period. The layoffs are part of a two-year plan, called Project FUEL, intended to save money and strengthen the part of Levi’s business that sells directly to consumers via its own e-commerce network and its physical stores, as opposed to third-party retail operations.

    The layoff announcement arrived days ahead of Chief Executive Chip Berg’s departure from that role, with Michelle Gass taking over on Jan. 29. As the company tries to be bigger than men’s jeans, Gass, in Levi’s earnings release on Thursday, said she saw an opportunity to grow internationally, make Levi’s own online and bricks-and-mortar sales a greater priority, and turn the brand into a larger “denim apparel lifestyle business.”

    Levi’s shares fell after hours Thursday, after the company’s full-year profit forecast came in below expectations. The stock rebounded 1.3% on Friday but is still down 10.3% over the past 12 months.

    Still, Levi’s direct-to-consumer sales jumped 11% during the fourth quarter, and accounted for 42% of sales overall. Duffy said that the company has pushed deeper into its direct-sales business because it gives executives greater insight into what consumers want, as well as more control over how it markets and sells its clothing. Cutting out other retailers also widens margins on sales, he noted.

    Levi’s operating margins were higher in the fourth quarter. It also declared a dividend of 12 cents per share, payable in cash on Feb. 23.

    But sales in Levi’s wholesale segment — the sales it gets from retailers who buy Levi’s product, then sell it to consumers — fell 2%. Better results in the U.S. and Asia were offset by a drop in Europe, the company said.

    Retailers have spent the past two years trying to clear unwanted clothes from their stockrooms, and cutting prices in the process, after spiking inflation restricted many shoppers’ appetites to basics.

    As Gass prepares to take the reins, she sought to put a positive spin on retail-chain sentiment. “So net-net, overall, as a company, we’re exiting the year on a strong note,” Gass said on the earnings call. “And U.S. wholesale, we’re encouraged. But as it relates to that channel, we’re not declaring victory yet. There’s been a lot of volatility this past year, some in our control, some outside. And so we are taking a cautious approach as we look forward.”

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  • What Biden’s decision to pause new U.S. LNG exports means for the energy market

    What Biden’s decision to pause new U.S. LNG exports means for the energy market

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    The Biden administration’s announcement Friday that it’s pausing liquefied natural gas export approvals sparked political backlash, drew cheers from climate activists and stoked uncertainty in energy markets, but is unlikely to see the U.S. give up its title as the world’s top LNG exporter.

    The U.S. will delay its decisions on new LNG exports to non-free trade agreement countries, allowing time for the Energy Department to update the underlying analyses for LNG export authorizations, the White House said.

    Those analyses are roughly five years old and “no longer adequately account for considerations” such as potential cost increases for American consumers and manufacturers or the “latest assessment of the impact of greenhouse gas emissions,” it said.

    The Biden administration likely “realizes the role of LNG in foreign policy, but at the same time it needs to show the Democrat base that it is doing something for climate change,” said Anas Alhajji, an independent energy expert and managing partner at Energy Outlook Advisors, pointing out that the announcement comes during a presidential election year.

    “Delaying one project or stopping it may not be a big deal, but it is a problem if it becomes a trend,” he said in emailed commentary.

    Environmental groups, which have pushed for action, cheered the decision.

    The 12 impacted projects in the U.S. “would spew out as much climate-warming pollution as 223 coal plants per year, and they present explosion risks to the communities where they’re located and emit other health-harming chemicals,” the Sierra Club, an environmental group, said in a statement welcoming the decision.

    Top exporter

    The announcement is particularly important for a nation that became the world’s biggest LNG exporter in the span of less than a decade.

    The U.S. became the world’s largest LNG exporter during the first half of 2022 on the back of increases in LNG export capacity, international natural gas and LNG prices, and global demand, particularly in Europe, according to the Energy Information Administration.

    Less than a decade ago, U.S. LNG exports were negligible. The country had only started exporting LNG from the Lower 48 states in 2016, the EIA said.

    The country’s exports of LNG climbed to a fresh record in November 2023, with the EIA reporting domestic exports of 386.2 billion cubic feet, up from 384.4 bcf a month earlier. Exports in December 2016 were at just 41.8 bcf.

    U.S. LNG exports soared after 2016.


    EIA

    With 90% of U.S. LNG going to non-free trade agreement destinations, withholding licensing effectively “halts project development,” John Miller, managing director, ESG and sustainability policy at TD Cowen wrote in a Friday note.

    Equities

    LNG equities with operating facilities likely won’t benefit from the administration’s announcement, at least not immediately, until the impacts of this pause in export approvals to non-FTA countries becomes more clear, Jason Gabelman, director, sustainability & energy transition at TD Cowen said.

    U.S. companies with government approvals that have not been sanctioned, “could have a higher probability of moving forward this year, albeit modestly” as offtakers may be hesitant to sign up to new U.S. projects with LNG development getting “politicized,” he said. Among those, he pointed out approvals for proposed liquefaction units at NextDecade Corp.’s
    NEXT,
    +2.30%

    Rio Grande LNG export facility project in Brownsville, Texas.

    At the same time, it would not be a surprise if U.S. LNG companies pursuing growth that do not yet have non-FTA approval see downside pressure, said Gabelman.

    LNG projects take around 4 years to build and any delays to project sanctions today will take “multiple years to manifest in the market,” he said.

    Still, the U.S. announcement “introduces the risk of more stringent oversight that could limit new U.S. capacity” more than four years out, Gabelman said.

    Companies that supply equipment to LNG liquefaction projects include Baker Hughes Co.
    BKR,
    +0.59%

    and Chart Industries Inc.
    GTLS,
    -7.54%
    ,
    said Marc Bianchi, a senior energy analyst at TD Cowen.

    Any slowing of approval would create “overhand on order growth,” he said.

    Climate change

    The White House said Friday that its decision will not impact the ability of the U.S. to continue supplying LNG to its allies in the near term but also acknowledged environmental concerns.

    “I think we’ve got to be clear eyed about the challenges that we face. The climate crisis is an existential crisis, and we’ve got to be, I think, really forward leaning into making sure that we’re taking that head on,” said Ali Zaidi, the White House national climate adviser, told reporters Friday.

    He added that given the number of approvals already completed, the number of projects under construction are set to double existing capacity with approvals beyond that set to double capacity yet again.

    “So there’s a long runway here, and we’re taking a step back and thinking, OK, let’s take a hard look before that runway continues to build out,” he said.

    Rob Thummel, senior portfolio manager at Tortoise, argued that U.S. LNG exports actually reduce global carbon emissions as natural gas typically “displaces coal to generate electricity in countries such as China and India.”

    They also improve global energy security as U.S. natural gas is becoming Europe’s primary energy supplier, replacing Russia, he said.

    In a statement Friday, Sen. Joe Manchin, a West Virginia Democrat and chairman of the U.S. Senate Energy and Natural Resources Committee, said that if the Biden administration has facts to prove that additional LNG export capacity would hurt Americans, it needs to make that information public. But if the pause is “another political ploy to pander to keep-it-in-the-ground climate activists,” he said he would “do everything in my power to end this pause immediately.

    Manchin plans to hold a hearing on the decision in the coming weeks.

    Market impact

    The U.S. decision to delay new LNG export permits is unlikely to have an impact on domestic natural-gas supplies or prices, said Energy Outlook Advisors’ Alhajji.

    Still, the EIA noted in its Annual Energy Outlook released in March of last year that it remains uncertain as to how LNG export capacity will affect domestic prices, consumption and supply.

    LNG prices and the rate at which new LNG export terminals can be constructed help determine LNG export volumes, the EIA said, and higher LNG exports can result in upward pressure on U.S. natural-gas prices, while lower U.S. LNG exports can pressure prices.

    On Friday, natural gas for February delivery
    NG00,
    +0.23%

    NGG24,
    +0.26%

    settled at $2.71 per million British thermal units, up 7.7% for the week.

    Meanwhile, the U.S. is likely to keep its position as the world’s top LNG exporter, according to Tortoise’s Thummel.

    The U.S. is the currently the largest LNG exporter at almost 12 bcf per day, with Qatar coming in second, he said.

    Qatar is expanding its LNG export capacity and is expected to have the ability to export almost 20 bcf per day by 2028, he said. The EIA reported recently that Qatar has averaged 10.3 bcf per day in exports during the last 10 years.  

    That would mark sizable growth. But the EIA reported in November that LNG export capacity from North America is likely to more than double from around 11.4 bcf per day to 24.3 bcf per day by the end of 2027.

    The EIA said North America’s LNG export capacity is likely to more than double by 2027.


    EIA

    Given expected growth in U.S. LNG export capacity, the U.S. is likely to “remain the largest exporter of LNG in the world” despite the U.S. announcement, said Thummel.

    —Victor Reklaitis contributed.

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  • Why Personal Branding Is Crucial for CEOs in Today’s World | Entrepreneur

    Why Personal Branding Is Crucial for CEOs in Today’s World | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    As a CEO of your organization, you are likely thinking about investing in your personal brand, but you are likely also hesitant. My personal branding agency works with GenX CEOs from across the globe, and I can assure you that you’re not alone in your hesitation.

    As a GenX’er — member of the often called “forgotten generation” — you did not grow up with a cellphone in your hand and did not develop a habit of sharing every single opinion and all your whereabouts online. Many of the leaders we speak with hesitate to put themselves out into the public eye because they have no affinity for the spotlight. Instead, they want to focus internally — on building a world-class organization, scaling teams and inspiring enviable organizational cultures. And of course, many CEOs have internalized the importance of discretion – choosing battles with careful deliberation to avoid any controversy.

    Related: 7 Reasons Why CEOs Need to Develop a Personal Brand — and How to Build One.

    The importance of personal branding for modern leaders

    And yet, the world we live in has changed. Hiding behind the proverbial curtains of our organizations is no longer an option. Research shows that nearly 50% of Millennials expect CEOs to speak out, and this number is growing year to year. Silent CEOs risk criticism from employees, the media and certainly consumers.

    Edelman Trust Barometer study showed that workers expected their employers to take a stance on a variety of societal issues, including vaccine hesitancy (84%), climate change (81%), automation (79%) and racism (79%).

    As a result, we have seen the CEOs of Goldman Sachs, Salesforce and PayPal speaking out about LGBTQ rights. The CEO of Merck has spoken up on racial injustice. And the CEO of Walmart took a position on gun control.

    Whether generated internally or externally, the pressure to have a more visible public profile is more prevalent for you than ever. And it certainly comes with a myriad of risks to mitigate. The court of public opinion can be merciless when it comes to hot-topic issues. Just ask the CEO of Anheuser-Busch about it!

    And before you use the Brendan Whitworth example as another reason why a low profile is the winning strategy, let me offer a paradigm shift. I posit that the very reason Whitworth and Anheuser-Busch have faced the amount of backlash we all saw is not because of a public stance, but rather because of a knee-jerk decision to capitalize on a trend. The trend of an influencer-du-jour.

    You see, in branding — both corporate and personal — it is crucial to first understand what your brand actually is and what it stands for, and then remain “on brand” across all marketing efforts. Anheuser-Busch did not do that. And neither did many of the “canceled” CEOs you think of when considering your own public presence.

    Let’s use their examples as a reminder of the crucial importance of going through the process of brand discovery, creating a personal brand architecture, and then aligning all communication to remain “on brand” at all times.

    It all begins with identifying a brand positioning for your personal brand. And, by the way, if the term “personal branding” feels overly narcissistic and unrelatable, simply replace it with “leadership branding.”

    Related: The 3 Biggest Mistakes CEOs Make With Their Personal Brand (and How to Turn Those Mistakes Around)

    Brand positioning

    What is it and how do you identify yours? In personal branding, brand positioning is a way to express who you are or what you stand for in a singular word or phrase. In order to define yours, you need to zoom out — away from what you do, away from the vertical you serve, and as close as possible to the essence of your core beliefs.

    A personal brand positioning is typically a reflection of a core:

    If you have discovered your purpose, the WHY in Simon Sinek’s terms, the question to ask is: WHY is that your WHY? Please forgive the tautology, and focus on uncovering what core belief fuels that purpose.

    For one of our clients, his brand positioning is expressed as “timeless principles.” This is a reflection of his core values: He is someone who believes in the power of a handshake over a signed agreement and investing in gold over crypto. Another brand positioning we developed for a client was “interiority” — the “inner space” of physical spaces, with feelings over things at the core. Her WHY as an interior design entrepreneur is to give people a sense of a home, and the core belief behind that “why” is that spaces are built out of things, but their key purpose is to create feelings and memories.

    My brand positioning is centered around “radical authenticity.” I believe in taking a stance against censorship in every possible form, including self-censorship and censorship of every opposing opinion (cancel culture is the stuff of nightmares for me).

    Here are some exercises to help you uncover yours:

    1. Build out your “lifeline.” Identify the most significant moments of your life, both personal and professional. Look for patterns. What keeps surfacing for you? Engage a qualitative researcher or a personal branding agency if you are stuck.

    2. List out your core values. Is there one that expresses the true essence of who you are?

    3. Do you have a point of view on something that is so unshakeable that you would defend it at any cost?

    Now take what you uncovered and hand it to a branding specialist — or put on your own creative hat — to turn it into a concept that you can “own.”

    Related: How to Build a Personal Brand in 5 Steps

    What to do next

    This is merely step one. It is likely the hardest piece of the branding puzzle, but it’s the one that allows you to align all of the other pieces of the personal branding architecture. Before you step out into the spotlight, you will need to have clarity on your:

    • Brand descriptors: How do you want to be perceived?

    • Brand voice: How do you want to sound, both digitally and offline?

    • Content pillars: What topics do you want to be associated with, and which ones do you want to stay away from?

    • CEO story: Gone are the days of the boring bios that nobody wanted to write, let alone read. Research shows that storytelling helps release cortisol, dopamine and oxytocin in the brain — all chemicals that enhance human connection, empathy and an emotional response. Replace your corporate-sounding bio with one rooted in storytelling. You will use its components for your social media profile, speaker page and when you’re introduced at events.

    I spend my days speaking about the importance of personal branding with CEOs individually and from global stages. The hesitations are the same regardless of geography and, yet, so is the understanding that personal branding is inevitable for the modern leader. With 82% of people more likely to trust a company when its senior executives are active on social media, and with 77% of consumers more likely to buy when the CEO of the business uses social media, your impact on the perception of your organization is more significant than ever. Will 2024 be the year you build and scale your personal brand?

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    Marina Byezhanova

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  • How to Design an Eye-Catching Website That Truly Captures Your Audience | Entrepreneur

    How to Design an Eye-Catching Website That Truly Captures Your Audience | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Modern-day websites represent the culmination of years of technological advancement and scientific research, forming incredible symphonies of code and servers that define the internet. However, these digital platforms are also highly expressive art forms. Similar to music or theater, the rules governing a “well-designed website” are in constant flux.

    Consider Spotify Wrapped, for instance. If everyone’s most-streamed songs were consistently the same year-over-year, it wouldn’t be very exciting, would it? Instead, interests evolve and websites are no exception.

    Users now anticipate different things from modern websites compared to 10 or even five years ago. They prioritize accessibility more than ever and are moving away from the thin fonts and minimalistic designs of the 2010s.

    If you aim to design websites that captivate your visitors and engage your audience, staying ahead of these trends is essential. Your website is your storefront on the internet — an indispensable extension of your brand. You wouldn’t want it to appear dated, would you?

    Related: 8 Tips to Make Your Website More Sticky

    Animated hover effects

    Motion has long been a crucial element of high-quality UI design, and that trend isn’t fading away anytime soon. Users increasingly expect high levels of interactivity from the sites they visit. They desire fluid animations and clear signals when elements like buttons and menus are interactive. Enter “hover effects.”

    Graza, a trendy olive oil brand, incorporates hover animations throughout its website. Buttons exhibit interesting depth and images seamlessly transform into videos with a simple wave of your mouse pointer. Other websites may take hover animations to the next level with effects that follow your mouse, revealing additional information or changing the design as your pointer navigates the landing page.

    Implementing this trend is easier said than done. Poorly-executed complex animations can be distracting. On a technical level, slow animations can make your website appear dated and may even harm your SEO performance. Instead, aim to use animations thoughtfully and judiciously. Create interactions that excite and delight, but don’t add these effects just for the sake of having them.

    Dark, futuristic websites

    In recent years, Apple has been showcasing its “Pro” series of products with dark, futuristic landing pages. Check out the iPhone 15 Pro’s product page and you’ll notice vibrant colors set against a dark background. This has been a growing trend for years, one that continues to gain momentum.

    This website design leverages the highlighting effect of black and black-adjacent backgrounds to emphasize vibrant, almost “neon” colors. Figma and Github also embrace this style for various landing pages and features. Others commonly use it to promote conferences and events, as well. This isn’t a trend exclusive to tech companies, either. Fashion brands, often on the cutting edge of design, are adopting it too. Nike created a vibrant community website using their “volt yellow” color against a futuristic dark design.

    Remember, this trend is all about dark backgrounds, bright colors and sharp angles. When designing a website this way, aim to create something that feels like it’s from 3023, not 2023.

    Related: How Modern Technology is Rewriting the Rules of Marketing

    Typography-first design

    Arguably, the most crucial part of a website has always been its content — that’s why people visit a website, after all. Modern design acknowledges this with large, beautiful fonts that capture visitors’ attention and quickly convey the necessary information.

    Gumroad, for example, utilizes typography in an almost magazine-like way, creating a website that feels exceptionally fresh and modern. In fact, magazines are an excellent example of this trend. Websites that utilize a typography-first design approach use large, creative and attention-grabbing fonts in a thoughtful way, much like a high-end magazine, to create a unique experience centered around information.

    The key takeaway here is that these websites feel “modern” in a way that minimalism no longer does. Audiences, especially Gen Z members, have developed an appetite for maximalist designs. This trend is a trend you’ll quickly notice when walking up and down the aisles of Whole Foods.

    Gradients

    Sticking with the “maximalist” theme is the unsurprising revival of gradients. Modern audiences love bright, interesting colors and gradients are the ideal vehicle to deliver those colors.

    Stripe has long used gradients in its branding, featuring a lava lamp-esque animated gradient on its homepage for quite some time now. Spotify, too, has always embraced striking gradients as part of its well-regarded design language.

    The common thread among these websites is the liberal use of exciting, brand-oriented colors. These gradients accentuate other design elements and can help present a brand’s website as friendlier and more inviting.

    Related: Website Builder Features That Will Boost Your Agency’s Bottom Line

    Putting it all together

    A perceptive observer may notice that many of the example websites listed above incorporate a mix of these upcoming design trends. That’s the real secret to website design — knowing which trends to use and, more importantly, when. While it’s crucial to create designs that feel fresh and modern, you also want to ensure that your decisions respect and empower your brand.

    Luckily, once you figure out where the pieces fit, implementing these design trends becomes a breeze. A drag-and-drop website, offering flexibility and access to front-end code, can empower your team to craft cutting-edge designs that keep you ahead of the curve.

    Take some time to consider your next steps, experiment a bit and start building. You wouldn’t want these trends to go stale.

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    Itai Sadan

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  • Is Your Website's Traffic Plummeting? Stop Making This Toxic SEO Mistake — And Do This Instead. | Entrepreneur

    Is Your Website's Traffic Plummeting? Stop Making This Toxic SEO Mistake — And Do This Instead. | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Have you noticed your site’s organic traffic has plummeted over the past few years? This may have been caused by evidence of spammy link-building practices finding their way into your SEO work.

    Google’s link spam update was rolled out in December 2022, supported by the AI algorithm SpamBrain. This update is intended to combat spam and improve the browsing experience for anyone using the search engine. Successful marketers need to be aware of its effects to maintain a squeaky-clean backlink profile that helps, rather than hurts, their site’s organic visibility.

    In this post, I’ll take a closer look at what SpamBrain is, its effects on SEO and three of the most effective strategies for aligning your link-building strategy with this element of Google’s ranking algorithm.

    Related: How to Shake Up a Stale Link-Building Strategy

    What is SpamBrain?

    SpamBrain is an AI-based algorithm made by Google to identify poor-quality spam content and make it less visible in Google search results. Though it was first launched in 2018, Google only acknowledged it publicly as part of the company’s 2021 Webspam Report, suggesting that it’s become a larger part of Google’s ranking system over time.

    Google’s 2022 link spam update was rolled out to identify and neutralize backlinks that come from low-quality, spammy sources, preventing webmasters from artificially inflating their rankings.

    What does SpamBrain mean for SEO and marketers?

    The link spam roll-out caused a lot of websites’ rankings to plummet. These were websites with backlink profiles characterized by spammy link-building practices that Google has consistently warned against, including:

    • Buying links to artificially inflate a website’s rankings.
    • Excessive link exchanges between one website and another.
    • Using spammy, low-quality directories and “link farms” that provide no value to the end user.
    • Link building through forum comments with spammy, over-optimized anchor text.
    • Excessive distribution of links in widgets, footers, etc.
    • Using automation to generate links with no concern about relevance or context.

    If you noticed a drop in rankings or organic traffic following the December update, it’s possible this was caused by evidence of spammy link-building practices that have made it into your backlink profile.

    As Google’s algorithm updates become more focused on delivering the best possible user experience and more adept at identifying backlinks that go against its policies, it’s essential for SEOs and webmasters to consciously build links that avoid spammy practices and run a tight ship when reviewing the state of their link profiles.

    Related: 19 Sure-Fire Subject Line Formulas for Link-Building Emails

    Three link-building strategies to avoid being penalized by SpamBrain

    Now that you have an understanding of what SpamBrain is and its function in Google’s algorithm, here are three crucial link-building strategies you can use to maintain a healthy backlink profile, maximize the value of your link-building campaigns, and avoid getting penalized by Google’s link spam policies.

    1. Regularly audit your backlink profile

    It can be easy to let backlink profile audits fall by the wayside as part of your routine SEO work, especially if you’ve been investing in organic marketing for some time and your backlink profile is already large and diverse. However, this is an essential step towards ensuring your campaigns operate within Google’s policies and not putting your rankings at risk of penalization.

    Block off some regular time in your calendar to analyze your site’s backlinks, checking for any signs of poor-quality, spammy links that can be flagged for removal. This should include links with low-quality or irrelevant referring domains or those that use unnatural, over-optimized anchor texts. While using Google’s disavow tool will ensure that spammy referring domains won’t affect your rankings in the future, it’s important to exercise caution before entering a huge list of domains for disavowal.

    Occasionally, you might come across a link with spammy or irrelevant anchor text resulting from poor-quality past SEO work but it exists on a quality domain that could be a major asset to your SEO. In these cases, it’s better to disavow specific referring pages or ask webmasters to remove the links manually.

    2. Review link-building practices

    To ensure that you’re not going to be affected by link spam in the future, it’s a good idea to set clear link-building policies that you or your staff can follow when executing a link-building campaign. This will ensure new backlinks meet a certain quality threshold and don’t run the risk of creating a spammy backlink profile.

    Some of the things you might want to set policies about for a robust link-building SOP include:

    • Minimum domain authority.
    • Pointers for ensuring your content is relevant, high-quality, and authoritative in line with Google’s EEAT guidelines.
    • Approved anchor text.
    • Strategies and examples for framing backlinks in the content.

    By going into each link-building campaign with a set of firm anti-spam policies, you’ll eliminate the risk of spammy practices being flagged by Google as you build your backlink profile.

    Related: How To Maximize the Number of Linkable Assets on Your Website

    3. Commit to high-quality content

    Remember that the ultimate aim of SpamBrain and every Google algorithm update is to improve the experience for anyone who uses Google. They want to keep their users loyal, which means serving up the content that’s most relevant to their search queries.

    One of the most effective things you can do to ensure your link-building stays on the right side of Google’s spam policies is to keep an ironclad commitment to high-quality content. This is important for your linkable assets and the content that will serve as referring URLs in your campaigns.

    This means creating content that provides tangible value to its target audience, demonstrates a high level of expertise in the subject matter, and is written for a human audience rather than in a style that’s intended to artificially “game” a search algorithm.

    Though it’s not always easy, maintaining a high content standard in all aspects of your link building will prevent spammy practices from seeping into your backlink profile and will set you up for future success with Google’s user-focused algorithms.

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    Jeff Peroutka

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  • 5 Smart Marketing Strategies to Thrive Under Investor Scrutiny | Entrepreneur

    5 Smart Marketing Strategies to Thrive Under Investor Scrutiny | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    As the most important audience for many companies, it’s important that investors are enthusiastic about the company’s marketing activities. Given that different investors have varying levels of marketing acumen and beliefs about effective marketing, your marketing team must customize how it collaborates with investors on an individualized basis.

    That said, there are several tactics that are frequently effective in ensuring investor confidence in your marketing program.

    Related: 5 Tips for Customizing Your Pitch for Every Investor

    Research your markets and build marketing around the results

    An intelligent marketing program begins with market intelligence. To demonstrate to investors the strategies and execution your marketing team has put together will provide optimal results, quantitative and qualitative research creates a strong foundation.

    In addition to formal market research, the marketing team should also talk informally with target customers, technology and distribution partners, media, industry analysts and market influencers to build and continuously update its understanding of dynamics such as new activities, trends and potential new competitors.

    Involve your investors in marketing

    Investors often have significant followings of their own on social media and are often regarded as thought leaders and industry experts in the venture capital and tech communities. These links can often provide significant benefits to your company as you look to enter new markets, attract talent, ink partnerships and pursue similar goals. An easy way to involve investors and tap into their networks is to include them in the company’s social media program to explore cross-promotion, especially on LinkedIn.

    One approach that can be effective is to ask investors to post on their social channels when the company announces or closes a funding round, senior executive appointment, product or related announcement. We often draft the posts for investors in advance to minimize their time commitment and to ensure the posting takes place.

    Many investors, especially VC and PE firms, have created marketing programs to highlight the companies in which they have invested. Your marketing team should aggressively pursue these opportunities as they both serve as free publicity and deepen your ties to the investor.

    Related: Ask These 3 Questions to Determine Where to Spend Your Marketing Dollars

    Study competitors and identify best practices

    To demonstrate to investors that your marketing team is exploring all avenues to support the company’s growth, it should periodically undertake a thorough analysis of competitors’ marketing activities as well as general best practices. This review should include digging in to learn as many details as possible about competitors’ products, future product strategy, market expansion plans, et al — all by ethical means, of course.

    The team should also study marketing approaches at companies in other industries and consider applying relevant activities to your company. Companies in certain industries, such as food and beverage products, tend to be very sophisticated marketers since they have fierce competition and are trying to influence consumers who are often fickle. Marketers in a wide range of industries can learn valuable lessons from their peers at consumer product companies and then report back findings to their investors.

    Measure ROI of all marketing activities

    Setting key performance indicators (KPIs) and managing metrics on an ongoing basis provides a quantitative way to show investors both the effectiveness and the ROI of the marketing program. Of course, some marketing elements, such as advertising and digital marketing, are much easier to quantify than activities like media relations.

    But even for activities that are less measurable in terms of driving lead generation and sales, marketers should get creative and develop some type of metrics. For example, while it’s nearly impossible to prove that media coverage has driven sales, it is possible to tie media coverage to increases in website and social media activity and demonstrate a correlation.

    Related: 10 Things You Must Do Before Connecting With Investors

    Tie marketing to lead generation and not just brand awareness

    Many investors think of marketing as more of a function to build brand awareness than to generate leads and sales — but it does both. The level of contribution to business development depends on the product or service being sold. If a consumer is planning to buy a printer for their home, seeing an online ad with a discount coupon or reading a positive review in reputable media can very possibly generate that sale. If a CIO is researching intrusion detection software for their cybersecurity stack to protect her company’s critical data assets, marketing may attract her interest and encourage her to contact the company, but it’s definitely not going to end in a sale.

    As with so many activities within a business, demonstrating the effectiveness of your marketing program to investors will be much easier if your marketing team plans ahead, gets the foundational research in place, measures their results and anticipates questions investors are likely to ask. Anticipating and addressing investor queries will facilitate working with them when difficult marketing situations arise.

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    Tim Johnson

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  • 5 Levels of Brand Visibility and How to Make It to the Top in 2024 | Entrepreneur

    5 Levels of Brand Visibility and How to Make It to the Top in 2024 | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    I bet “better brand recognition” is already on your list of New Year resolutions. That’s if you are a crazy-driven entrepreneur with workaholism tendencies and a mission bigger than yourself, like me. And if you are of that kind, you already know any growth journey starts with honestly admitting where you are: get on the scale to note down your current weight, check your savings account and see how much you’ve managed to put away already. How do you assess the status of your personal brand?

    I’ve been using the five levels of visibility with my clients and today I would like to share it with you. As you read on, try to apply it to your brand. Which level are you at right now? Consider it your roadmap on the journey of building a personal brand. Because the world of online visibility is busy and might feel overwhelming at times. My clients say that just admitting their current state at one of the levels provides them with much-needed clarity in choosing the strategy.

    Related: How to Establish a Distinct Brand Identity in a Saturated Market

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    Natasha Zo

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  • Beware ‘pricey’ stocks as inflation may ‘roller-coaster back up,’ says BlackRock

    Beware ‘pricey’ stocks as inflation may ‘roller-coaster back up,’ says BlackRock

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    U.S. stocks appear on course for “another year of flip-flopping market narratives” as falling inflation may “roller-coaster back up” and rattle investor expectations for a “soft landing,” according to BlackRock. 

    “Market jitters in early January suggest there is some anxiety about macro risks further out,”  said BlackRock Investment Institute strategists in a note Tuesday. “We stay selective as we expect resurgent inflation to come into view.” 

    The strategists also pointed to “pricey valuations” in the U.S. stock market.

    Markets have favored a small group of seven megacap stocks “for their ability to leverage artificial intelligence,” they said. Those stocks’ price-to-earnings ratios for the next 12 months are “about a third higher than for the S&P 500 and when excluding them,” a chart in their note shows.

    BLACKROCK INVESTMENT INSTITUTE NOTE DATED JAN. 16, 2024

    Price-to-earnings ratios, which “divide a company’s share price by its earnings per share,” fell in the second half of 2023 as stronger earnings expectations supported the megacap rally, the BlackRock strategists said. The so-called Magnificent Seven, as those market-leading megacap tech stocks are known, skyrocketed last year, fueling the S&P 500 index’s 24% surge.

    “Even after the market-wide rally in December, market concentration in a handful of megacaps — firms with ultra-large market capitalizations — remains high,” the strategists said.

    The seven companies with massive market values — Apple Inc.
    AAPL,
    -1.24%
    ,
    Microsoft Corp.
    MSFT,
    +0.49%
    ,
    Google parent Alphabet Inc.
    GOOGL,
    -0.11%

    GOOG,
    -0.11%
    ,
    Amazon.com Inc.
    AMZN,
    -0.94%
    ,
    Nvidia Corp.
    NVDA,
    +3.09%
    ,
    Facebook parent Meta Platforms Inc.
    META,
    -1.88%

    and Tesla Inc.
    TSLA,
    +0.49%

    — have an outsized weighting in the S&P 500.

    Chip maker Nvidia was among the best-performing stocks in the S&P 500 in afternoon trading on Tuesday, with a sharp gain of 2.7% at last check, according to FactSet data. By contrast, the broad S&P 500  index
    SPX
    was down 0.7% on Tuesday afternoon, while the Dow Jones Industrial Average
    DJIA
    and technology-heavy Nasdaq Composite
    COMP
    were also declining.

    Read: What’s next for stocks as ‘tired’ market stalls in 2024 ahead of closely watched retail sales

    Potential catalysts

    “We find valuations tend to matter more for long-term rather than near-term stock returns, and that’s why they usually aren’t enough to spoil market sentiment without a catalyst,” the BlackRock strategists wrote.

    “Earnings could be a catalyst,” as well as inflation, they said.

    Consensus expectations for earnings growth rose last year, with forecasts now calling for an increase of as much as 11% in the next 12 months, their note says, citing LSEG data.

    BlackRock expects that U.S. inflation will this year subside to near the Federal Reserve’s 2% target. For now, that may support the soft-landing scenario the stock market and Fed have “largely embraced,” in which the U.S. may avoid a recession as inflation falls to that desired target, according to the strategists.

    Many investors expect the Fed may start cutting interest rates this year as inflation eases, after the central bank hiked rates aggressively in a bid to tame it.

    “The problem: Inflation won’t remain at that target, in our view, and this risk becoming clearer could challenge upbeat sentiment,” the BlackRock strategists said. “So we monitor earnings season for any signs of cracks given pricey valuations.”

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  • Boost Your Ecommerce Success with These Top Photography Techniques | Entrepreneur

    Boost Your Ecommerce Success with These Top Photography Techniques | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Having an appealing product image can be quite helpful in the ever-changing world of online purchasing. How we take images of items to sell online has changed significantly over the last few years. The ways we display the goods we’re selling online change as more people purchase online and technology evolves.

    This article outlines the most recent techniques for taking images for websites, including how they should be lit, what equipment to use and what they should look like. It all revolves around assisting companies in succeeding in the competitive world of sales via the Internet.

    The visual revolution

    The way we look at things has changed a lot because of online shopping. Unlike in physical stores, we can’t touch or try items online. So, when we decide to buy something, we rely on its pictures. This is why online shops must take really good product photos. They have to be creative and show things in new and interesting ways.

    One trend is using lifestyle photos. Instead of just showing the product alone, they show it being used in real situations. For example, if they sell outdoor items, they might show people using them outdoors. This helps customers understand how the product works and makes them want to buy it.

    Another trend is minimalism. This means keeping things simple and clean. Products are often shown on plain backgrounds with soft lighting. This style is great for fancy or luxury items because it makes them look elegant and well-made.

    Lastly, there’s mobile-first photography. Since many people shop on their phones, product pictures need to look good on small screens. These photos should be clear, simple, and load quickly on smartphones and tablets. Making image files smaller and using tall or square shapes can enhance the mobile shopping experience. Online stores need to follow these trends to ensure customers have a great online shopping experience.

    Related: Why Influencers and Ecommerce Should Be the New Power Duo for Your Business

    Lighting techniques

    Regarding online sales, high-quality product photos are essential, and proper lighting is key to capturing the details effectively. Soft and gentle lighting techniques, achieved through tools like bounce boards and soft boxes, create a smooth appearance suitable for clothes and jewelry. For products with intricate details, dramatic lighting, like spotlighting or side lighting, highlights specific areas, making them visually appealing, especially for gadgets and fashion items. Natural light, obtained by shooting near windows or during the golden hour outdoors, adds authenticity and warmth, perfect for products related to health and outdoor activities.

    In addition to lighting, having the right equipment is important. High-quality cameras provide clear and professional-looking photos, like DSLRs or mirrorless options. Prime lenses enhance sharpness and brightness, especially in low-light conditions, ensuring detailed product images. Stability is essential; tripods and stands keep the camera steady for clear shots. Smartphone photography kits offer budget-friendly options, enhancing smartphone images with special lenses and tools. Continuous LED lighting provides a consistent glow and adjustable colors, allowing photographers to match the light with the product and surroundings. Editing software like Adobe Photoshop and Lightroom helps perfect the images by adjusting colors and removing backgrounds, ensuring your product photos look appealing and professional for online customers.

    Related: Learn How to Make Online Courses and Start a Profitable Side Hustle

    Staying ahead of the curve

    Because of new technologies and consumer preferences, the world of online shopping photographs is always here. Online retailers must always come up with innovative and fresh methods to display their items in images if they want to stay competitive. Here are some excellent suggestions to help you constantly take incredibly beautiful product shots.

    1. Regularly Update Your Content: Imagine your online store like a shop window. People passing by always notice if the display changes, right? Similarly, updating your product images is like changing the window display. You want it to look fresh and exciting, so people are curious to see what’s inside. By keeping an eye on how your products look, work, and suit different seasons, you ensure your store always feels new and inviting. It’s like giving your store a makeover regularly, making customers eager to explore.

    2. Conduct A/B Testing: A/B testing is like trying different flavors of ice cream to see which one you like best. You experiment with different styles, lighting techniques, and ways of presenting your products to find out what your customers prefer. It’s like asking your friends which ice cream they enjoy the most. By testing various approaches, you discover what makes your products more appealing to your customers. It’s a bit like finding the perfect recipe that everyone loves!

    3. Consider Professional Assistance: Imagine you want to take a beautiful picture, but you’re not sure how to use the camera. That’s where professional photographers come in – they’re like expert chefs in the kitchen of photography. They know all the tricks to make your products look incredibly delicious to buyers. Just like you’d hire a chef to cook a special meal, hiring a professional photographer ensures your products are presented in the best possible way. It’s like having a magical touch that turns your ordinary pictures into extraordinary ones.

    4. Stay Informed about Industry Trends: Staying informed about industry trends is like keeping up with the latest games or toys that everyone is talking about. You want to know what’s cool and exciting right now! In the world of online selling and photography, things change quickly. By reading magazines, attending online classes, and talking to other business owners, you learn about the newest and coolest ways to present your products. It’s like being part of a big conversation where you get all the tips and tricks to make your store the most attractive one on the block!

    Related: Ecommerce Basics: 10 Questions to Ask When Creating an Online Store

    E-commerce photography is always changing. When businesses use new styles, lighting, and equipment, they can make product pictures that grab people’s attention and boost sales online. Whether you go for natural-looking photos, simple designs, or pictures that look good on mobile phones, remember the most important thing is to tell a visual story that connects with your customers and shows your products in the best way possible.

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    Kartik Jobanputra

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  • Create Custom Images with Pixilio | Entrepreneur

    Create Custom Images with Pixilio | Entrepreneur

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    Disclosure: Our goal is to feature products and services that we think you’ll find interesting and useful. If you purchase them, Entrepreneur may get a small share of the revenue from the sale from our commerce partners.

    Generating images no longer requires hiring an artist or photographer. For businesses in today’s age, when content is valuable to virtually every industry, having an affordable image-generating tool on hand can be a lifesaver. That’s why it might be worth checking out this sale on a lifetime subscription to Pixilio Ultimate AI Image Generator, which is on sale for just $24.97 (reg. $360) through January 14th at 11:59 p.m. PT.

    Pixilio is designed to be an easy-to-use tool for creating high-quality, customized visuals. It uses machine learning to take your inputted desired parameters and turn them into a custom, high-quality image in just a matter of seconds.

    Too many of us have spent hours on end looking for the right stock photo to fit a company’s social media post or blog. This tool will eliminate that, allowing you to hone in on the image that best suits your needs. It can be customized to match a brand’s color scheme and aesthetic, and at the end of the day, you will own the images.

    This subscription includes the generation of 150 images every month, and users will get access to platform updates for life. Don’t miss this limited-time chance to improve your content creation game for a true bargain.

    This lifetime subscription to Pixilio Ultimate AI Image Generator is on sale for just $24.97 (reg. $360) through January 14th at 11:59 p.m. PT.

    Prices subject to change.

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    Entrepreneur Store

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  • Kevin O'Leary Recommends This 6-Step Social Media Strategy | Entrepreneur

    Kevin O'Leary Recommends This 6-Step Social Media Strategy | Entrepreneur

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    Many execs or small business owners think social media is complete fluff — and for most businesses, it is.

    And when they say fluff, they don’t mean to say it’s pointless. It’s well-documented that social media is a powerful tool. The skepticism with investing in social media is that it can be a coin toss if there is a return on investment (ROI).

    “That is because most marketers do not apply any direct-marketing tactics to their strategic approach — if they are even strategic at all,” author Kim Walsh Phillips said in her latest book, Ultimate Guide To Instagram For Business, Second Edition.

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    Entrepreneur Staff

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  • Why Playing the Long Game in Marketing Is Worth It | Entrepreneur

    Why Playing the Long Game in Marketing Is Worth It | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Not all marketing activities are going to net immediate results, so is it worth spending time and money on them? It is a reasonable question, and it’s one I have had to address with many of my clients. Most business owners understand that, with marketing, rarely will they get instant gratification. However, when it comes to implementing a marketing strategy for their business, they may have difficulty understanding why they should invest time and effort in activities with a longer-term payoff.

    While there is certainly a lot to be said for incorporating marketing that will drive sales quickly, playing the long game is also an important part of any strategy because a business needs to build a reputation and create sustainable growth.

    Related: What to Do When Your Marketing Isn’t Producing Results

    The payoff is not always instantaneous, and that’s OK

    Building a solid and effective marketing strategy means thinking about the present and the future. Ideally, a strategy should focus on a variety of activities that are designed to drive business in the short, medium and long term. Activities like starting a blog, creating video content, posting regularly on social media and designing a dynamic website do not bring in revenue right away. Furthermore, it is difficult to show exactly how much revenue they do generate.

    However, these activities are crucial for establishing a business’s online presence and play a major role in developing its core reputation. It may take time for activities like these to reach the target audience, but with consistent effort, and the right approach, it typically pays off in a major way.

    Take a podcast, for example. A podcast can rise to mainstream popularity seemingly overnight, when in fact, it usually takes a year or more before it reaches that point. Unless they hit on a viral topic and truly do achieve overnight success — which is pretty rare — most podcasters have to dedicate hundreds of hours doing research and producing episodes before they attract a large following. They put in a lot of effort behind the scenes to make each episode, and they are consistently posting new material, regardless of the listener count. As the number of episodes grows, more people are able to find the podcast through recommendations or based on similar interests, and listenership starts to snowball.

    The same type of scenario is also possible for a social media account, blog or YouTube channel. However, you cannot be discouraged when you only see 10 views after three or four posts. You have to carry on adding content. Marketing activities of this nature take time to gain traction, but the rewards can be significant when they eventually do.

    Momentum

    Targeted marketing strategies are essential for focusing on a specific product or service — for instance, my agency caters to dental practices across the country. One of the hot topics in our industry is dental implants. It is a high-value procedure for dental practices, even though, compared to a treatment like a crown, it is far less commonly performed.

    Launching a targeted marketing campaign around dental implants is an excellent way for a dental practice to attract higher-quality patients. So, to ensure that a practice’s dental implants campaign gains momentum and keeps it up long term, my team always supports it with blog posts, social media messaging and patient testimonial videos. Even though that type of activity may not be the main driver of the business that comes through the doors, it promotes brand awareness and customer education, and it increases conversions as well.

    Related: Be Grateful Your Business Isn’t an Overnight Success

    Support immediate activities

    Expanding on the last point, long-term, intangible activities are essential supporting elements for larger, more immediate activities, like ads, for example, because they strengthen the conversion rate. Ads are intended to drive conversions in from the start. They usually have a strong call to action. However, not everyone who sees an ad is going to be convinced right away. Some people will want to do further research before making contact. During their research, you want them to find more information — such as positive reviews, informative videos and a consistent social media presence — that reinforces, supplements and enhances the ad content to push them toward conversion.

    Trust the process

    A business is not a short-term undertaking. It is rare for a new business to take off immediately and never lose steam. For most new businesses or established businesses that are new to marketing, success takes time, whether that be three months or 13 months. With a well-planned marketing strategy in place, the business will have different tools with which to build a solid foundation for when it finally clicks.

    When my company, MDA, was new, I was constantly creating content for an audience of no one, but that did not deter me. I kept going, and, eventually, the people I was trying to reach saw my content. Additionally, because I had dedicated the time and invested in my online presence, dentists and other professionals were able to see that I knew what I was talking about. I was recognized as having authority in the dental community. My exposure grew, and I got more visibility, connections, opportunities and clients.

    Not seeing immediate results from certain marketing activities does not mean they were unsuccessful. Many activities require a slow and steady approach, but the payoff is truly worth the wait. Consistency, dedication and, most importantly, believing in what you are doing — those are the keys to successful marketing. Results may not come right away, but they will come.

    Related: How to Create a Successful Marketing Plan: 5 Steps

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    Jackie Cullen

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  • How to Network at Events Like a Pro and Watch Your Startup Soar | Entrepreneur

    How to Network at Events Like a Pro and Watch Your Startup Soar | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    We, as entrepreneurs, have a goal: to grow a startup — a brand — that impacts many people with our solutions and services. This entails numerous tasks, from building a product, managing and hiring a team, finding investors and establishing a client base. With that in mind, who has the time to network and attend events? And on top of that, do you know why most people hate networking at events? Because they rarely meet relevant people for them, and it often feels like a waste of time.

    Do you know why it feels like a waste of time? Because they never took the time to set their goals for the conference or meetup and define who they came to meet, and instead leave it up to luck or chance.

    I always say that no one teaches us how to network for results, and that’s why I took on the task over a decade ago to build my expertise and run workshops to teach professionals all around the world how to network — and that includes at conferences.

    To help you make the most of your next meet-up or conference, I would like to share some of my top practices. Once you do them, you will surely look at networking events as a source of opportunities rather than a time waster.

    Related: 3 Ways to Get More Business at Networking Events

    1. Remember: Networking is uncomfortable for all of us, not only you

    Why are we so uncomfortable next to strangers at conferences? Once you crack that, you can work the room so much better. I hope this info will make you feel a bit better: Based on public speaking statistics for 2020 from Orai.com research, 77% of the U.S. population feel some anxiety when it comes to public speaking, and 90% report some “shyness.” This means most people who come to the event will feel the same as you do — uncomfortable and insecure. However, in most cases, they will put a “mask” on and won’t show it.

    Various studies and concepts in social psychology and cognitive neuroscience also found that when we meet new people, our brains subconsciously assess whether they like us and whether they pose a threat. It happens in split seconds, and that’s why a positive first impression is so crucial.

    What can you do to connect well with all the people you meet? Be proactive and initiate the conversation instead of waiting for them to do so. Show them that you are open to meeting them through open body language, a smile and a warm look in their eyes. It’s so simple and non-verbal, can make a better experience for both of you and could be the beginning of a great friendship or business partnership.

    2. Set your “people’s goal”

    As said, most people don’t feel networking events work for them because they don’t set a goal for those they want to meet with. Several years ago, a global businessman I followed came to Berlin for a conference while I was there. I sent him a LinkedIn message a few days earlier, stating that I saw he would be in town and expressing my wish to meet with him. We set a time for our meeting, and when I arrived at the conference at that designated time, I met him and left. Mission accomplished — and it was short, precise and time well spent.

    Before going to a conference, check if the topic, speakers and type of participants are people in your industry whom you wish to get to know. Then try to find out who will be there and set a goal of at least two people you must meet at the conference. Make sure you do what is needed to meet them and ensure you won’t leave the room before you do so. Then, by the time you leave the conference, it should feel like time well spent. Don’t forget to follow up after and continue the conversation with those you met.

    Related: The 10 Commandments of Networking

    3. Create your “events squad”

    Usually at conferences, we may know some people from the past, meet new people and even attend with another “wingman/woman.” To meet the people you wish to get to know, you need to be everywhere and see everything. But how? By creating your own “event’s squad” that will increase the chances of getting connected to the right people.

    You can do it with a bit of planning, a lot of goodwill and two stages. It goes like this:

    Stage 1: Every person you meet, whether a new acquaintance or an old friend, at some point in the conversation, ask them: “Who are you interested in meeting at this conference? I might see/know them and can introduce you two.”

    Stage 2: Then, they may ask you the same question. If not, just say: “By the way, I’m looking to connect with people in [sector] if you come across anyone please introduce us.” They usually will say “Yes, sure!”

    Now what? If you get to meet someone they’re looking to meet as well, please introduce them during the event or after. Some of them will do the same for you, and this way, you build a team that thinks of your needs — just as you think of theirs — and increase your chances for relevant introductions during and after the conference. That’s actually what networking is all about: a mutually beneficial relationship that helps each side grow.

    Related: How to Network For Those Who Hate to Network

    In conclusion, mastering the art of networking at conferences is not only about attending events but strategically planning your moves and setting clear goals. By being proactive, initiating conversations and connecting with others, you can transform networking from a perceived time-waster into a powerful tool for professional growth.

    Remember: Everyone at the conference, like you, seeks meaningful connections. With a thoughtful approach, you can make your conference experience truly impactful. Embrace these techniques, and may your future conferences be not just events, but stepping stones toward your professional success and company’s growth.

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    Lirone Glikman

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  • PR or Marketing? Here's the Difference | Entrepreneur

    PR or Marketing? Here's the Difference | Entrepreneur

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    Public relations and marketing go hand in hand and complement each other to achieve a similar end goal.

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    Christopher Tompkins

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  • Some mosquitoes like it hot

    Some mosquitoes like it hot

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    Newswise — Certain populations of mosquitoes are more heat tolerant and better equipped to survive heat waves than others, according to new research from Washington University in St. Louis.

    This is bad news in a world where vector-borne diseases are an increasingly global health concern. Most models that scientists use to estimate vector-borne disease risk currently assume that mosquito heat tolerances do not vary. As a result, these models may underestimate mosquitoes’ ability to spread diseases in a warming world.

    Researchers led by Katie M. Westby, a senior scientist at Tyson Research Center, Washington University’s environmental field station, conducted a new study that measured the critical thermal maximum (CTmax), an organism’s upper thermal tolerance limit, of eight populations of the globally invasive tiger mosquito, Aedes albopictus. The tiger mosquito is a known vector for many viruses including West Nile, chikungunya and dengue.

    “We found significant differences across populations for both adults and larvae, and these differences were more pronounced for adults,” Westby said. The new study is published Jan. 8 in Frontiers in Ecology and Evolution.

    Westby’s team sampled mosquitoes from eight different populations spanning four climate zones across the eastern United States, including mosquitoes from locations in New Orleans; St. Augustine, Fla.; Huntsville, Ala.; Stillwater, Okla.; St. Louis; Urbana, Ill.; College Park, Md.; and Allegheny County, Pa.

    The scientists collected eggs in the wild and raised larvae from the different geographic locations to adult stages in the lab, tending the mosquito populations separately as they continued to breed and grow. The scientists then used adults and larvae from subsequent generations of these captive-raised mosquitoes in trials to determine CTmax values, ramping up air and water temperatures at a rate of 1 degree Celsius per minute using established research protocols.

    The team then tested the relationship between climatic variables measured near each population source and the CTmax of adults and larvae. The scientists found significant differences among the mosquito populations.

    The differences did not appear to follow a simple latitudinal or temperature-dependent pattern, but there were some important trends. Mosquito populations from locations with higher precipitation had higher CTmax values. Overall, the results reveal that mean and maximum seasonal temperatures, relative humidity and annual precipitation may all be important climatic factors in determining CTmax.

    “Larvae had significantly higher thermal limits than adults, and this likely results from different selection pressures for terrestrial adults and aquatic larvae,” said Benjamin Orlinick, first author of the paper and a former undergraduate research fellow at Tyson Research Center. “It appears that adult Ae. albopictus are experiencing temperatures closer to their CTmax than larvae, possibly explaining why there are more differences among adult populations.”

    “The overall trend is for increased heat tolerance with increasing precipitation,” Westby said. “It could be that wetter climates allow mosquitoes to endure hotter temperatures due to decreases in desiccation, as humidity and temperature are known to interact and influence mosquito survival.”

    Little is known about how different vector populations, like those of this kind of mosquito, are adapted to their local climate, nor the potential for vectors to adapt to a rapidly changing climate. This study is one of the few to consider the upper limits of survivability in high temperatures — akin to heat waves — as opposed to the limits imposed by cold winters.

    “Standing genetic variation in heat tolerance is necessary for organisms to adapt to higher temperatures,” Westby said. “That’s why it was important for us to experimentally determine if this mosquito exhibits variation before we can begin to test how, or if, it will adapt to a warmer world.”

    Future research in the lab aims to determine the upper limits that mosquitoes will seek out hosts for blood meals in the field, where they spend the hottest parts of the day when temperatures get above those thresholds, and if they are already adapting to higher temperatures. “Determining this is key to understanding how climate change will impact disease transmission in the real world,” Westby said. “Mosquitoes in the wild experience fluctuating daily temperatures and humidity that we cannot fully replicate in the lab.”

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    Washington University in St. Louis

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