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You’ve probably been inundated recently with macro forecasts on the growth of digital media, artificial intelligence, mobile communications, videos, drones and more. But, as a small or midsize B2B, B2C or nonprofit marketer, what forecasts should you actually pay attention to, and which might be used to improve your profitability and ROI?I believe 2018 will be a bumpy ride and hope that my forecasts will smooth out the journey for you. Here goes:Improving Marketing And Marketing Communications By Paying Attention to These1. Considerable thought and time will be spent creating new website language to meet the explosive use of voice activated Internet searches. Voice activated searches, using “personal assistants”, accounted for twenty percent of searches in 2016 (ComScore) and are projected to reach fifty percent in 2020. Your website pages need to understand and reflect how people actually speak.2. Greater attention to brand transparency, complete truth and face-to-face interaction with customers and prospects will take center stage. Cybersecurity breaches, as well as eroding trust in media and institutions, has led to a significant and wide spread quest for truth. Events and interactions at the point-of-purchase provide opportunities to build (or re-build) brand trust.3. Reducing merchandise returns by e-commerce consumers will receive increased focus and require new strategies. While online sales are growing at about three times the rate of those for brick and mortar stores (in part, because of free shipping), almost one-third of e-purchases are sent back (versus nine percent for stores). As shipping is twenty to sixty-five percent of an e-retailers cost of goods (UPS), it’s all hands on deck to reduce this cost.4. While digital marketing will continue to grow, there will have to be significant improvements made for its continued development. Consider the following:- P&G has challenged Google, Facebook, YouTube and others to adapt safeguards against the existing fraudulent traffic reporting and inappropriate content by the end of 2017 or they will stop advertising with them; P&G has already pulled $140 million from them in 2017.- Walmart is also no longer advertising on YouTube.- Facebook claims it can potentially reach 101 million 18 to 34-year olds, but the Census Bureau counts only 76 million of this demographic.- The ANA is attempting to start a six-month, $50 million pilot study with 35 marketers in a test of 30 premium online publishers to determine their actual value.- Added to these, there have been accusations of social media kickbacks, while over 600 million consumers worldwide have ad blockers installed.It is clear dramatic improvements must be made and made quickly.5. As another outgrowth of the mistrust in the marketplace, employees, reps and distributors will become the new marketing communications “influencers”. Of necessity, these people will become “the brand”, and management will recognize the importance of an engaged workforce. In their quest to develop brand champions at every level, savvy leaders will foster authentic and open internal communications.6. Although it might seem to be a throwback, direct mail will receive renewed emphasis. According to Compu-Mail, average response rates for direct mail (5.1%) is far higher than for email (0.6%), paid searches (0.6%), social media (0.4%), or online display ads (0.2%). In fact, direct mail is even stronger among millennials, with response rates of 12.4% among those aged 18 – 24. Data also suggests that direct mail is better than email for generating longer term customer engagement.7. Bloggers will continue to be a factor, but writing longer posts, spending more time crafting them, and publishing less frequently (Orbit Media). Specifically, posts went from 808 words in 2014 to 1,142 words in 2017, with the average post taking nearly 3 ½ hours to create. The current regimen shows 3 percent posing daily, 22 percent posting weekly and the majority posting only several times a month or less often.Changing Your Strategy, Planning And Tactics1. Marketers will recognize that – in the face of a changing marketplace – the most important aspect of profitable growth and improved ROI is developing a meaningful marketing and marketing communications strategy. Having experimented in recent years with a vast variety of tactical resources (in large part because they’re easy to grasp), marketers have learned that, without any realistic measurement of their worth, these efforts may have been counterproductive. Putting tactics before strategy never works… “ready, fire, aim” comes to mind.2. Marketers, in fact, will spend much more time determining whether their marketing communications tactics are working. Admitting that clicks don’t inherently lead to increased profitable revenue, they will establish strict measurement and ROI of digital marketing the same way they do with traditional marketing.3. Beyond a focus on the efficiency of an advertising medium, considerably more thought will be built into selecting a specific medium based on consumer trust of the medium. A recent study of 1,030 consumers by Clutch showed television/broadcast video as the advertising medium most trusted (61%) and social media and online mediums as the least trusted (38% and 41%, respectively). Trust of all mediums is strongest among millennials and weakest among baby boomers.4. There will be a focus on transitioning from a marketing specialist environment, to generalists who can integrate and lead these specialists into an ROI driven team (Korn Ferry). This will be challenging as there is a shortage of marketing talent with broad experience, leadership and capability that can gain the trust of specialists who work together for the brand and not their specialty.Using Consultants For Improving Marketing And Marketing Communications ROIMost probably you’ve already put a lot of hard work into developing your 2018 plan. But perhaps these forecasts have raised some questions and concerns that you may not have thought of, and perhaps you don’t have the experience, time or staff to address them. If you’re concerned about marketing, you’re not alone. In fact, Infusionsoft surveyed 1,000 small business owners and found that nearly two-thirds feel that they “don’t know if their marketing strategies work” or “know that their strategies aren’t working”. So, what can you do?Consider tapping into an established, media neutral consultancy or person, with broad experience across industries, companies and nonprofits, both large and small, who are also willing to “tell it like it is”. Don’t settle for someone selling you one particular marketing discipline or experience in just your niche or industry. What is needed in these complicated times is not a “this is the way we’ve always done it” mentality, but rather a broad view of your business and opportunities.Like trained accountants and lawyers, a marketing professional will bring you fresh eyes, apolitical candor and a disciplined approach to today’s uncertain and untrusting marketing environment. Trust is the new black, and a knowledgeable consultant can help you build a meaningful and profitable business.But remember, “Ideas are a dime a dozen. People who put them into action are priceless.”

The original triathletes were amazing. Dave Scott and Mark Allen accomplished amazing feats in triathlon long before technology took over the sport. They didn’t have metrics like we have today and they certainly didn’t have all of the information gathering abilities we have. Yet, they set records and competed valiantly. In fact Mark Allen still holds the marathon record in Kona to this day. Technology is a great friend to triathletes but is does have a downside.TECHNOLOGY ITEMSSo technology has taken over every part of triathlon. One of the most widely researched areas is the area of the triathlon watch. Each and every year there are new watches available for purchase that have ever increasing measurements for the triathlete. My personal favorite is the Garmin 910XT. This watch gives me heart rate, power (with a power meter), pacing (with optional foot pod), speed, cadence (with optional cadence sensor), mileage, yards in swimming, and much more. Each of these measurements aid me in measuring my success or failures in each and every training session and race.Technology has been making huge strides in bicycles and wheel sets. The amount of research going into these two items within the world of triathlon is incredible. Each and every year there are new and exciting advances in aerodynamic speed in bicycles and wheel sets. Much of the time these technologies can take on two very different vantage points. This was most evident at the 2016 World Championships in Kona. Diamond Bikes unveiled their Andean bike which fills in all the space in between the front tire and the back tire with a solid piece to make the wind pass by this area for aerodynamics. Another bike debuted at Kona this year with the exact opposite idea. The Ventum bike eliminated the down tube of the bike and made a vacant space in between the front tire and the back tire with only the top tube remaining. These are two very different ideas about aerodynamics. This is one of the amazing things about the advancement of technology and one of the downsides as well.Each and every piece of equipment in triathlon is undergoing constant technology advancements. Shoes, wetsuits, socks, nutrition, hats, sunglasses, helmets, racing kits, and anything else you can imagine. This world of technology in triathlon is not near to completion and will continue to push the limits.THE UPSIDE TO TECHNOLOGYTechnology in triathlon is amazing. These new items are exciting and make each and every year different. There are new advancements that help triathletes go faster and longer. These new technologies help even the amateur triathlete to go faster. Just the purchase of new wheels can mean the difference between being on or off the podium. The advancement of shoes has aided many athletes to avoid the injuries that plague so many such as plantar fasciitis. Technology will continue to aid the sport in becoming better and better.THE DOWNSIDE TO TECHNOLOGYThe downside to technology is that the amateur triathlete arrives at their local race already incapable of winning because someone else has the money to buy some of the latest technology. The biggest purchases such as wheel sets and bicycles can be cost prohibitive to the average triathlete and yet there are individuals who purchase these items at alarming rates. The amateur triathlete can also feel overwhelmed at what to purchase and what not to purchase. Some items of technology are not worth the extra cost because they do not decrease racing time significantly enough for what they cost. Now that these new technologies have been out awhile, knock-offs have begun to make lower cost items. It will be interesting to watch the flood of these knock-offs into the market and see how that affects the big boys of technology.If you are an amateur triathlete shop smart and don’t go buy the new gadgets just because they are new. Make sure to invest in items that are going to truly make you faster and not just a gimmick.

Entertainment centers play an important role in the overall décor of a home. They are available in all kinds of designs, colors and styles to match the theme and other furniture in a home. Today, many people prefer to have their entertainment centers customized to suit their distinctive needs.To buy a custom-made entertainment center, a person should begin by contacting a few furniture showrooms in the city. Many cabinet showrooms employ design professionals who can customize entertainment centers. These designers can design a piece that maximizes the available space. Most furniture designers possess the expertise to ensure that no matter what space size, the entertainment center will fit and function well.To extract the fullest advantage, it is important that customers share their ideas preferably with photographs or an advertisement of the entertainment center concept that appeals to them. Designers generally provide site photographs of the entertainment centers made earlier as a reference point.A buyer can select the type of wood and paint they desire and provide the designer with details of the equipments they want to store in the unit. It is usually recommended that an entertainment center’s TV cabinet have foldaway pocket doors. These doors open and fold back along the inside of the cabinet. For remote control equipment, glass doors are most suitable. Proper ventilation is necessary to keep the equipment from overheating. Open shelf spaces can be included to display books and other decorative items.It is important to double-check measurements and advisable to get the cabinet designer or a professional installer to take the measurements. Also, the cabinets must be designed in a way to facilitate replacement of equipment with newer models if desired. It is always advisable to work with professional designers who can blend their expertise with the customer’s requirements and ideas to create a custom-made entertainment center.

You need the best investment guide you can find in this messed up economy and tough investment environment. You’ll also need a good guide to investing for beginners to navigate the rough waters ahead. Investing has never been more difficult or confusing. It’s time to learn how to invest, and here’s how to go about it.First, you’ll need to get a handle on the investment universe including any investments you might already own. This is not that difficult if you have a good investment guide, since there are only 4 basic investment alternatives out there. Second, you’ll need to learn how to invest and put together a sound investment strategy that will work for you in both good times and bad. That’s what a good guide to investing for beginners can do for you.In other words, learning how to invest successfully over the long term is a two step process. Skip step number one and you won’t understand step two. Without step two you won’t be able to put the investment knowledge you learned in step one into action. Up front I stated that now is a tough time to invest. Now I’ll back that up with my 35 years of investing experience, in terms of the 4 basic investment alternatives available to all investors. Consider this a mini investment guide and a wake up call. Investing for beginners is no picnic today.Your 4 basic investment alternatives in order of safest to riskiest: safe investments, bonds, stocks, and alternative investments. Safe investments like bank accounts and money funds pay interest, and these days they don’t pay much. The score in late summer 2010: 1-yr. CDs at less than 1% and money funds at less than.05%, or one-twentieth of 1%. This is not normal, and is in fact downright scary. The government can hardly push rates lower to stimulate the economy as they’ve done in past years. We are already looking at zero interest rates in the money markets.In order to earn higher interest income of 3% or more, average investors are moving money into bonds in the form of bond funds, which are not really safe investments. Simply put, when interest rates go UP, the value of bonds go DOWN. That’s a basic investment fact you can count on – interest rate risk. If you believe that interest rates will fluctuate as they always have and will go up in the not-too-distant future, bonds are not exactly great investment alternatives at this time. With two down and two to go, we move into the riskier choices that involve assuming the risk of ownership in order to earn higher returns.Any guide to investing for beginners can point out that on average, over the long term, stocks have returned about 10% a year. The problem is that over the past 10 years the average investor would have done better with his or her money in safe investments in the bank. And over the past 3 years, a loss of about 10% a year was common for the stock funds that invest money for millions of average investors. Investor confidence in the economy and the stock market is not high, as billions of dollars are being pulled out of stock funds and moved someplace else (like to bond and money funds) in search of greater safety.In the past when uncertainty was high and confidence in the stock market was low, smart investors turned to other (alternative) investments like real estate to find opportunity. That’s been a problem this time around, because the financial system seems unable to get the traction needed get things moving again. High unemployment won’t go away and millions of mortgages are “under water”, as people decide to just walk away from their financial obligations. Gold and silver have done well compared to other investment alternatives. If history is any guide to investing, that’s not exactly a cheerful note. People buy and hoard gold in times of fear and desperation.Out of our 4 basic choices, none looks like a screaming BUY opportunity. Some of the best minds in the investment world are suggesting that investors need to start viewing the investing game differently and lower their expectations. I suggest that you start with the basics and curl up with a good investment guide on a rainy day. Then, you’ll want to follow up and learn how to invest with a guide to investing written for beginners. Once you start to get up to speed you might even begin to enjoy the challenge. And make no mistake about it… investing today is a challenge.

Summary
SPDN is not the largest or oldest way to short the S&P 500, but it’s a solid choice.
This ETF uses a variety of financial instruments to target a return opposite that of the S&P 500 Index.
SPDN’s 0.49% Expense Ratio is nearly half that of the larger, longer-tenured -1x Inverse S&P 500 ETF.
Details aside, the potential continuation of the equity bear market makes single-inverse ETFs an investment segment investor should be familiar with.
We rate SPDN a Strong Buy because we believe the risks of a continued bear market greatly outweigh the possibility of a quick return to a bull market.
Put a gear stick into R position, (Reverse).
Birdlkportfolio

By Rob Isbitts

Summary
The S&P 500 is in a bear market, and we don’t see a quick-fix. Many investors assume the only way to navigate a potentially long-term bear market is to hide in cash, day-trade or “just hang in there” while the bear takes their retirement nest egg.

The Direxion Daily S&P 500® Bear 1X ETF (NYSEARCA:SPDN) is one of a class of single-inverse ETFs that allow investors to profit from down moves in the stock market.

SPDN is an unleveraged, liquid, low-cost way to either try to hedge an equity portfolio, profit from a decline in the S&P 500, or both. We rate it a Strong Buy, given our concern about the intermediate-term outlook for the global equity market.

Strategy
SPDN keeps it simple. If the S&P 500 goes up by X%, it should go down by X%. The opposite is also expected.

Proprietary ETF Grades
Offense/Defense: Defense

Segment: Inverse Equity

Sub-Segment: Inverse S&P 500

Correlation (vs. S&P 500): Very High (inverse)

Expected Volatility (vs. S&P 500): Similar (but opposite)

Holding Analysis
SPDN does not rely on shorting individual stocks in the S&P 500. Instead, the managers typically use a combination of futures, swaps and other derivative instruments to create a portfolio that consistently aims to deliver the opposite of what the S&P 500 does.

Strengths
SPDN is a fairly “no-frills” way to do what many investors probably wished they could do during the first 9 months of 2022 and in past bear markets: find something that goes up when the “market” goes down. After all, bonds are not the answer they used to be, commodities like gold have, shall we say, lost their luster. And moving to cash creates the issue of making two correct timing decisions, when to get in and when to get out. SPDN and its single-inverse ETF brethren offer a liquid tool to use in a variety of ways, depending on what a particular investor wants to achieve.

Weaknesses
The weakness of any inverse ETF is that it does the opposite of what the market does, when the market goes up. So, even in bear markets when the broader market trend is down, sharp bear market rallies (or any rallies for that matter) in the S&P 500 will cause SPDN to drop as much as the market goes up.

Opportunities
While inverse ETFs have a reputation in some circles as nothing more than day-trading vehicles, our own experience with them is, pardon the pun, exactly the opposite! We encourage investors to try to better-understand single inverse ETFs like SPDN. While traders tend to gravitate to leveraged inverse ETFs (which actually are day-trading tools), we believe that in an extended bear market, SPDN and its ilk could be a game-saver for many portfolios.

Threats
SPDN and most other single inverse ETFs are vulnerable to a sustained rise in the price of the index it aims to deliver the inverse of. But that threat of loss in a rising market means that when an investor considers SPDN, they should also have a game plan for how and when they will deploy this unique portfolio weapon.

Proprietary Technical Ratings
Short-Term Rating (next 3 months): Strong Buy

Long-Term Rating (next 12 months): Buy

Conclusions
ETF Quality Opinion
SPDN does what it aims to do, and has done so for over 6 years now. For a while, it was largely-ignored, given the existence of a similar ETF that has been around much longer. But the more tenured SPDN has become, the more attractive it looks as an alternative.

ETF Investment Opinion

SPDN is rated Strong Buy because the S&P 500 continues to look as vulnerable to further decline. And, while the market bottomed in mid-June, rallied, then waffled since that time, our proprietary macro market indicators all point to much greater risk of a major decline from this level than a fast return to bull market glory. Thus, SPDN is at best a way to exploit and attack the bear, and at worst a hedge on an otherwise equity-laden portfolio.

Your stocks to watch for the week ahead are Cheniere Energy (LNG), S&P 500 biotech giant Vertex Pharmaceuticals (VRTX), Cardinal Health (CAH), Steel Dynamics (STLD) and Genuine Parts (GPC).

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While the market remains in correction, with analysts and investors wary of an economic downturn, these five stocks are worth adding to watchlists. S&P 500 medical giants Vertex and Cardinal Health have been holding up, as health-care related plays tend to do well in down markets.

Steel Dynamics and Genuine Parts are both coming off strong earnings as both the steel and auto parts industries report optimistic outlooks. Meanwhile, Cheniere Energy saw sales boom in the second quarter as demand in Europe for natural gas continues to grow.

Major indexes have been making rally attempts with the Dow Jones and S&P 500 testing weekly support on Friday. With market uncertainty, investors should be ready for follow-through day breakouts and keep an eye on these stocks.

Cheniere Energy, Cardinal Health and VRTX stock are all on IBD Leaderboard.

Cheniere Energy Stock
LNG shares rose 1.1% to 175.79 during Friday’s market trading. On the week, the stock advanced 3.1%, not from highs, bouncing from its 21-day and 10-week lines earlier in the week.

Cheniere Energy has been consolidating since mid-September, but needs another week to forge a proper base, with a potential 182.72 buy point formed on Aug. 10.

Houston-based Cheniere Energy was IBD Stock Of The Day on Thursday, as the largest U.S. producer of liquefied natural gas eyes strong demand in Europe.

Even though natural gas prices are plunging in the U.S. and Europe, investors still see strong LNG demand for Cheniere and others.

The U.K. government confirmed last week that it is in talks for an LNG purchase agreement with a number of companies, including Cheniere.

In the first half of 2021, less than 40% of Cheniere’s cargoes of LNG landed in Europe. That jumped to more than 70% through this year’s second quarter, even as the company ramped up new export capacity. The urgency of Europe’s natural gas shortage only intensified last month. That is when an explosion disabled the Nord Stream 1 pipeline from Russia that had once supplied 40% of the European Union’s natural gas.

In Q2, sales increased 165% to $8 billion and LNG earned $2.90 per share, up from a net loss of $1.30 per share in Q2 2021. The company will report Q3 earnings Nov. 3, with investors seeing booming profits for the next few quarters.

Cheniere Energy has a Composite Rating of 84. It has a 98 Relative Strength Rating, an exclusive IBD Stock Checkup gauge for share price movement with a 1 to 99 score. The rating shows how a stock’s performance over the last 52 weeks holds up against all the other stocks in IBD’s database. The EPS rating is 41.

Vertex Stock
VRTX stock jumped 3.4% to 300 on Friday, rebounding from a test of its 50-day moving average. Shares climbed 2.2% for the week. Vertex stock has formed a tight flat base with an official buy point of 306.05, according to MarketSmith analysis.

The stock has remained consistent over recent weeks, while the relative strength line has trended higher. The RS line tracks a stock’s performance vs. the S&P 500 index.

Vertex Q3 earnings are on due Oct. 27. Analysts see EPS edging up 1% to $3.61 per share with sales increasing 16% to $2.2 billion, according to FactSet.

The Boston-based global biotech company dominates the cystic fibrosis treatment market. Vertex also has other products in late-stage clinical development that target sickle cell disease, Type 1 diabetes and certain genetically caused kidney diseases. That includes a gene-editing partnership with Crispr Therapeutics (CRSP).

In early August, Vertex reported better-than-expected second-quarter results and raised full-year sales targets.

S&P 500 stock Vertex ranks second in the Medical-Biomed/Biotech industry group. VRTX has a 99 Composite Rating. Its Relative Strength Rating is 94 and its EPS Rating is 99.

CRISPR Stocks: Will Concerns Over Risk Inhibit Gene-Editing Cures?

Cardinal Health Stock
CAH stock advanced 3.2% to 73.03 Friday, clearing a 71.22 buy point from a shallow cup-with-handle base and hitting a record high. But volume was light on the breakout. CAH stock leapt 7.3% for the week.

Cardinal Health stock’s relative strength line has also been trending up for months.

The cup-with-handle base is part of a base-on-base pattern, forming just above a cup base cleared on Aug. 11.

Cardinal Health, based in Dublin, Ohio, offers a wide assortment of health care services and medical supplies to hospitals, labs, pharmacies and long-term care facilities. The company reports that it serves around 90% of hospitals and 60,000 pharmacies in the U.S.

S&P 500 stock Cardinal Health will report Q1 2023 earnings on Nov. 4. Analysts forecast earnings falling 26% to 96 cents per share. Sales are expected to increase 10% to $48.3 billion, according to FactSet.

Cardinal Health stock ranks first in the Medical-Wholesale Drug/Supplies industry group, ahead of McKesson (MCK), which is also showing positive action. CAH stock has a 94 Composite Rating out of 99. It has a 97 Relative Strength Rating and an EPS rating of 73.

Steel Dynamics Stock
STLD shares shot up 8.5% to 92.92 on Friday and soared 19% on the week, coming off a Steel Dynamics earnings beat Wednesday night.

Shares blasted above an 88.72 consolidation buy point Friday after clearing a trendline Thursday. STLD stock is 17% above its 50-day line, definitely extended from that key average.

Steel Dynamics’ latest consolidation could be seen as part of a larger base going back six months.

Steel Dynamics topped Q3 earnings views with EPS rising 10% to $5.46 while revenue grew 11% to $5.65 billion. The steel producer’s outlook is optimistic despite weaker flat rolled steel pricing. STLD reports its order activity and backlogs remain solid.

The Fort Wayne, Indiana-based company is among the largest producers of carbon steel products in the U.S. It engages in metal recycling operations along with steel fabrication and produces myriad steel products.

How Millett Grew Steel Dynamics From A Three Employee Business

STLD stock ranks first in the Steel-Producers industry group. STLD stock has a 96 Composite Rating out of 99. It has a 90 Relative Strength Rating, an exclusive IBD Stock Checkup gauge for share-price movement that tops at 99. The rating shows how a stock’s performance over the last 52 weeks holds up against all the other stocks in IBD’s database. The EPS rating is 98.

Genuine Parts Stock
GPC stock gained 2.8% to 162.35 Friday after the company topped earnings views with its Q3 results on Thursday. For the week GPC advanced 5.1% as the stock held its 50-day line and is in a flat base.

GPC has an official 165.09 flat-base buy point after a three-week rally, according to MarketSmith analysis.

The relative strength line for Genuine Parts stock has rallied sharply to highs over the past several months.

On Thursday, the Atlanta-based auto parts company raised its full-year guidance on growth across its automotive and industrial sales.

Genuine Parts earnings per share advanced 19% to $2.23 and revenue grew 18% to $5.675 billion in Q3. GPC’s full-year guidance is now calling for EPS of $8.05-$8.15, up from $7.80-$7.95. The company now forecasts revenue growth of 15%-16%, up from the earlier 12%-14%.

During the Covid pandemic, supply chain constraints caused a major upheaval in the auto industry, sending prices for new and used cars to record levels. This has made consumers more likely to hang on to their existing vehicles for longer, driving mileage higher and boosting demand for auto replacement parts.

Fellow auto stocks O’Reilly Auto Parts (ORLY) and AutoZone (AZO) have also rallied near buy points amid the struggling market. O’Reilly reports on Oct. 26.

IBD ranks Genuine Parts first in the Retail/Wholesale-Auto Parts industry group. GPC stock has a 96 Composite Rating. Its Relative Strength Rating is 94 and it has an EPS Rating of 89.