Common PhD Viva Questions with Answers for Students 



The Importance of Preparing for PhD Viva Questions

Examiners often use the viva to confirm that candidates understand their work thoroughly, can justify choices made during the research process, and can explain its relevance. 

Poor preparation can result in hesitation, vague answers, or missed opportunities to highlight the significance of the thesis. On the other hand, systematic preparation strengthens credibility, improves confidence, and reduces stress.

 

Tip: Start preparing at least three months before your viva. Make short notes of potential questions and rehearse answers aloud to improve clarity and timing.

 

What Examiners Actually Look for in a Viva

Examiners assess:

  • Original contribution to knowledge
  • Coherence of arguments
  • Depth of understanding of the field
  • Methodological soundness
  • Awareness of limitations
  • Implications and potential applications

This means questions are not only about technical details but also about the bigger picture, such as how the work benefits academia, industry, or society.

Common PhD Viva Questions and Model Answers

Below is a selection of frequently asked viva questions with suggested directions for answering them.

1. How Have You Evaluated Your Work?

Examiners want evidence that your research has been tested rigorously. Instead of repeating methods, highlight how you validated results. For instance, explain statistical checks, reliability measures, or benchmarking against previous studies.

Answer Strategy:
“I evaluated my work by applying statistical tests to confirm reliability and by comparing the outcomes with similar studies in the field. This approach confirmed both accuracy and applicability.”

This approach is similar to learning how to evaluate sources in academic research, showing reliability and objectivity strengthens your defence.

2. What Are Your Key Findings?

This question examines clarity and focus. Provide three or four concise findings and avoid long explanations.

Answer Strategy:
“My key findings are:

  1. The proposed model improves predictive accuracy by 15% compared to baseline methods.
  2. The methodology can be applied to large-scale datasets with consistent results.
  3. The study highlights a gap in industry practices that can be addressed with this framework.”

3. What Makes Your Work Original?

Originality is at the core of doctoral research. Candidates must demonstrate novelty either in methodology, application, or theoretical contribution.

Answer Strategy:
“The originality lies in combining X and Y approaches, which has not been attempted in this field before. This integration provides a new perspective and measurable improvement.”

4. How Do Your Findings Relate to Existing Literature?

This checks whether you have contextualised your research properly. Avoid vague comparisons; instead, cite specific studies and indicate alignment or contradiction.

Answer Strategy:
“My findings support Smith (2020), who identified similar patterns in a smaller dataset. However, they challenge Johnson (2019), who argued that these methods cannot be scaled effectively. This difference highlights the strength of my approach.”

5. What Are the Strongest and Weakest Parts of Your Research?

Examiners appreciate honesty. They expect candidates to acknowledge limitations without undermining the overall contribution.

Answer Strategy:
“The strongest part is the scalability of the method, proven through multiple applications. The limitation lies in the sample diversity, which I addressed by suggesting broader data collection for future research.”

 

Tip: When discussing weaknesses, always pair them with a strategy for improvement. This shows awareness and professional maturity.

 

6. Why Did You Choose This Topic?

Motivation and rationale are critical. A strong answer combines personal interest with academic or practical relevance.

Answer Strategy:
“I chose this topic because of the gap in existing research identified during my master’s study, and its direct application in [specific field]. It offers both academic contribution and practical benefits.”

Students struggling with topic selection can use dissertation topics and outline services to define a structured research direction from the beginning.

Methodology in Viva Questions

Methodological clarity is one of the most questioned areas in viva. Candidates must explain why certain methods were chosen over others and how these methods produced valid results.

Common Questions:

  • Why did you choose this methodology?
  • What alternatives did you consider?
  • How do your methods relate to your conceptual framework?

A clear explanation demonstrates both technical competence and awareness of research design principles. For instance, using qualitative interviews may be justified if the research focuses on exploring human experiences, while quantitative approaches are essential for measuring performance metrics.

Linking Findings to Practical Relevance

Examiners often ask about the practical use of the research. Questions such as “Who will benefit from your findings?” or “What is the relevance to industry?” require answers that extend beyond academia.

Answer Strategy:
“My research benefits not only academic discourse but also industry applications, as the model can be integrated into current workflows to improve efficiency.”

This type of answer shows adaptability and impact, both of which are essential in doctoral research. 

Addressing Future Work and Limitations

Examiners often ask about the scope for future research. This assesses how well the candidate understands the limitations of their work and the potential for extension.

Common Questions:

  • What future research would you propose?
  • How would you extend your current work?
  • What are the limitations of your study?

Answer Strategy:
“My research opens avenues for applying this model in other industries. The main limitation is the sample size, which can be expanded in future studies. I also suggest integrating this approach with emerging data analytics tools for broader applicability.”.

 

Tip: When discussing limitations, avoid vague ideas, repetition and redundancy, instead, show awareness and propose actionable improvements.

 

Reflecting on the Research Journey

Another category of viva questions relates to personal reflection and growth during the PhD. Examiners want to see that the candidate has matured as a researcher and can critically assess their own journey.

Common Questions:

  • How has your view of the topic changed during the research?
  • What would you do differently if you were to start again?
  • What advice would you give to a new researcher in this field?

Answer Strategy:
“Initially, I viewed the topic as a narrow technical challenge. Over time, I realised its broader implications and interdisciplinary potential. If I were to start again, I would allocate more time to stakeholder interviews to capture diverse perspectives.”

Such answers demonstrate reflection, growth, and an ability to learn from experience, qualities examiners value highly.

Understanding the Examiner’s Perspective

PhD examiners are experienced researchers tasked with evaluating whether the thesis meets the standards of doctoral research. Their questions are not designed to confuse but to confirm:

  • The thesis is original
  • The candidate understands and can justify their choices
  • The contribution is significant and well-supported

Understanding this perspective helps candidates prepare better. Instead of fearing challenging questions, view them as opportunities to clarify and strengthen arguments.

Summary Table of Common Viva Questions and Answer Strategies

 

Question Type Example Question Answer Strategy
Evaluation How did you validate your results? Explain specific methods used for testing reliability and validity.
Findings What are your key findings? Present 3–4 findings concisely with measurable outcomes.
Originality What makes your work original? Highlight unique aspects of methodology or application.
Literature Context How does your work fit into existing research? Compare with specific studies and explain alignment or contradiction.
Limitations & Future Work What would you improve or extend? Be honest about limitations and propose realistic future directions.
Methodology Why did you choose this approach? Justify choice with relevance to research objectives.
Practical Relevance Who benefits from your research? Explain impact on academia, industry, or society.
Personal Reflection What did you learn during your PhD? Share insights into personal growth and changed perspectives.

 

Closing Notes on Viva Preparation

Passing a PhD viva is a major academic achievement, it demands a clear understanding of the research, the ability to defend it under scrutiny, and awareness of its broader relevance.

All set to strengthen your viva preparation? Reach out to Essays UK for expert guidance on literature review vs systematic review, appendices support, and academic writing formatting tailored to your thesis. With the right preparation, you’ll be ready to take the final step toward earning your doctorate with distinction.

Frequently Asked Questions






Typically, between 1.5 to 3 hours, depending on the complexity of the thesis and the number of follow-up questions.

Yes, most institutions allow brief notes or summaries, but avoid reading directly from them. They should only serve as prompts, much like an essay outline helps guide structure.

Acknowledge it honestly. Say, “That’s an interesting question. I haven’t explored that area in detail, but based on my understanding, I would approach it by…”






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What Is A Video Essay? A Comprehensive Guide For Beginners


If you’ve ever wondered what is a video essay, you’re not alone. Video essays are one of the fastest-growing forms of digital content, mixing visuals, narration, music, and editing to explore an idea in ways that written essays cannot. At their core, they use the same principles as a traditional essay, argument, thesis, and evidence, but they do so through video. Whether you’re interested in film, politics, art, or even personal opinion, video essays are an excellent tool for exploring concepts in a way that feels both personal and professional.

Key Takeaways

  1. Video essays represent a growing digital form that combines the structure of traditional essays with the audiovisual strengths of filmmaking, making them both expressive and analytical.
  2. They come in varied forms such as supercuts, critical breakdowns, academic film studies, and long-form explorations, each serving a different purpose for audiences and creators.
  3. Their popularity is fueled by accessible platforms like YouTube and Vimeo along with affordable editing tools, which allow students, teachers, and independent creators to produce compelling content for wide audiences.
  4. The process of making a video essay follows five chronological steps beginning with choosing a concept and thesis, moving to research and evidence collection, structuring and storyboarding, editing the audiovisual material, and finally sharing it on digital platforms.
  5. Looking ahead, video essays are set to play an even greater role in education, culture, and personal storytelling as universities adopt them for teaching, AI lowers technical barriers, and creators use them to connect scholarship with popular media.

The Definition of a Video Essay

The simplest way to think about a video essay is this: it’s an audiovisual essay. Just like a written essay, it has a main argument and relies on evidence to back it up, but instead of words on paper, it uses video footage, narration, images, and editing to make a point. This is why video essays often feel like a mix between a documentary film and a written essay read aloud.

Video essays gained popularity through platforms like YouTube and Vimeo, but they aren’t entirely new. Pioneers like Jean-Luc Godard experimented with combining moving images and essay-style narration long before “video essay” became a common term. Later, scholars like Christian Keathley at Middlebury College began to treat video essays as part of digital liberal arts and film studies, recognizing their value in both research and teaching.

To give you a clearer picture, here are a few defining features of video essays:

  • They present a thesis or main argument.
  • They use multimedia elements like video editing, voice-over, and music.
  • They borrow techniques from filmmaking, documentary, and even fiction.
  • They are shared widely on platforms like YouTube and Vimeo, making them accessible to anyone with an internet connection.

In short, video essays combine writing with videography to produce something new: an argument told not just with words, but with moving images, sound, and editing.

Different Types of Video Essays

Video essays don’t all look or sound the same. Depending on the goal, the format changes, and that’s part of what makes them so exciting.

  1. Supercuts: These are short videos that stitch together clips from films or TV shows to highlight patterns, repetitions, or themes. For example, a supercut might show every time a character says a specific phrase across a film series.
  2. Critical Essays: Similar to traditional critical essays in writing, these break down a film, concept, or cultural trend with narration and video evidence.
  3. Film Studies-Based Analysis: Often used in academic settings, these video essays explore topics like cinematography, historical context, or genre analysis. They are closer to scholarship and sometimes even undergo peer review.
  4. Long-form Essays: These go in-depth, sometimes running over 30 minutes, and resemble full-length documentary films.

If you’ve seen video essays of the year compiled on platforms like Vimeo or YouTube, you’ve probably noticed how varied they are. Some are entertaining and lighthearted, while others dissect film and media studies topics with precision.

Why Video Essays Are Popular Today

One reason video essays have become so popular is the rise of sharing platforms like YouTube and Vimeo. These spaces allow anyone to upload and distribute their work, whether it’s a quick supercut or a long-form critical essay. Unlike traditional essays that stay within classrooms or libraries, video essays reach a wide audience, connecting digital media with culture and politics in real time.

Another reason is accessibility. Video editing software like Adobe Premiere, iMovie, and even AI tools make it possible for students, teachers, or independent video essayists to produce high-quality content without needing a Hollywood-level studio. The mix of music, images, and voice-over creates a compelling video that grabs attention more effectively than a written essay alone.

Recent academic work also shows the unique benefits of using video essays in education. A study published in the Electronics journal found that interactive videos significantly improve student learning by enhancing conceptual understanding and supporting flexible, self-directed study. Similarly, research conducted at Nanyang Technological University revealed that producing a video essay can actually help students improve their revision strategies when working on a traditional written essay. Together, these findings highlight how video essays are not just a trend in popular media but a serious educational tool that builds both digital and academic skills.

It’s also worth noting that video essays often overlap with documentary film. While essays often aim for concise arguments, documentaries tend to be broader explorations. Still, both rely on narration, editing, and evidence, and both use digital media to push the boundaries of storytelling.

If you’re a student juggling academic work, video essays can even fit neatly into your routine, similar to how a Daily Routine of a Student helps organize tasks. By treating video essay creation as part of your study time, it becomes manageable and enjoyable.

How To Make a Video Essay in 5 Steps

Before jumping into the steps, let’s remind ourselves briefly: a video essay is essentially a written essay brought to life through visuals, narration, and editing. It follows the same rules as any essay: a main argument, evidence, and structure, but presented with video footage and sound. Now, let’s go through the steps in detail below.

Step 1: Pick Your Concept and Main Argument

Every video essay starts with an idea. What do you want to explore? It could be a theme in a film, a question about culture, or an opinion about politics. Decide on a thesis, just like you would in a written essay. If you’re unsure where to start, think about how to frame your topic by asking yourself the right questions. For more guidance, see this helpful piece on How to Write a Research Question.

Step 2: Research and Collect Evidence

Once you have your concept, it’s time to gather supporting evidence. This could include clips from films, short videos, or documentary film footage. You might also pull information from articles, interviews, or historical context. Always keep copyright and fair use guidelines in mind. Using royalty-free music or public domain video footage can save you a lot of trouble.

Step 3: Plan the Structure

Think of this step as building a storyboard. Just like the structure of an essay, your video essay needs an introduction, a body with evidence, and a conclusion. Decide where your voiceover fits and whether you’ll use animation, images, or music to emphasize certain points. This is where format really matters; every video needs a flow that keeps the audience engaged.

Step 4: Edit Your Video Essay

This is where the magic happens. Using editing software such as Adobe Premiere, iMovie, or other AI-powered tools, you’ll bring together video, narration, and music. Pay attention to audio quality; good audio is just as important as strong visuals. During post-production, refine transitions and polish the overall piece until your video essay feels complete.

Step 5: Share Your Work

Once finished, you can share your video essay on platforms like YouTube and Vimeo. Remember to respect copyright rules and fair use guidelines, especially when using music or video clips. Sharing video essays on these platforms not only builds your portfolio but also connects you with communities of video essayists who push the boundaries of videographic scholarship.

The Future of Video Essays

Looking ahead, video essays will likely become an even bigger part of digital media and culture. They already influence film studies, liberal arts education, and political commentary. With AI tools improving video editing and animation, the barriers to entry are dropping, meaning more people can make video essays without writing every detail from scratch.

They’re also increasingly part of academic scholarship. Professors at universities are assigning video essays alongside traditional essays, recognizing their value in teaching research, rhetoric, and digital literacy. Many video essays explore how popular media shapes politics, art, and storytelling, ensuring their role in both education and entertainment continues to grow.

And let’s not forget the personal side. Video essays are also a way to share personal narratives, opinions, or creative takes on culture. They can be as small as a short film or as large as a full documentary film. Whether used for a class assignment or uploaded to platforms like YouTube, every video essay contributes to the evolving conversation around how we use video as a tool for thought.

10 Best Video Essay Examples on YouTube

  1. Every Frame A Painting – The Genius of Jackie Chan
    Watch on YouTube
  2. Nerdwriter1 – “How Donald Trump Answers a Question”
    Watch on YouTube
  3. Lessons from the Screenplay – “Ex Machina, Trusting the Story”
    Watch on YouTube
  4. Lindsay Ellis – “The Whole Plate (Transformers Film Series Analysis)”
    Watch on YouTube
  5. Every Frame a Painting – “The Sustained Two-Shot”
    Watch the video
  6. Tony Zhou & Taylor Ramos – “Tony Zhou and Taylor Ramos on George Romero’s Night …”
    Watch the video on YouTube
  7. Folding Ideas – “’Annihilation’ and Its Influences”
    Watch the video on YouTube
  8. Folding Ideas – “The Church Play Cinematic Universe”
    Watch the video on YouTube
  9. Folding Ideas – “The Theme Park That Wasn’t” (Evermore theme)
    Watch the video on YouTube
  10. Nerdwriter1 (Playlist) – “Essays About The Social Sciences”
    Explore the playlist on YouTube

Conclusion

So, what is a video essay? It’s a blend of writing, film, editing, and storytelling that defines a new genre of digital media. Video essays are an excellent tool for expressing opinions, analyzing culture, or even contributing to scholarship in film and media studies. They’re simple enough to make with editing software but powerful enough to shape conversations in politics, art, and education. Whether you’re planning your first storyboard or analyzing video essay examples online, this format is here to stay and will only grow in influence.

Video Essays FAQs

A video essay can be as short as two minutes or as long as an hour. Short videos work well for supercuts, while long-form essays suit detailed analysis.

Not at all. Tools like iMovie and royalty-free editing software are great starting points. Advanced editors like Adobe Premiere are optional.

Both. They use filmmaking techniques but follow the structure of an essay, so they fit in digital liberal arts and film studies.

The best video essays often appear on platforms like YouTube and Vimeo. You can also explore collections shared by film studies scholars or critics.



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Medical Forensics And Crime Investigation


A forensic medical expert who is also the treating doctor of the victim was asked by the Police to help provide forensic evidence that would help seize a criminal gang that is committing crimes in the city. The police also need the evidence to understand the sequence of events to identify potential suspects. On examination of the scene, there is a clear pattern of events. Blood stains disarranged furniture the rear gate of the residence is broken and might have been the source of entrance for the kidnappers.

The patient is still admitted at St Mary’s Orthopaedics after disappearing for two nights. She arrived home on Thursday evening, but later disappeared under mysterious circumstances. Her husband reported her missing that evening after he came home and found the house broken into and ransacked by unknown people. None of the neighbours was at home when the incident took place. The people who took her asked for a ransom in exchange for her. The kidnappers later abandoned her within the outskirts of the city in a warehouse. The owner of the warehouse found her and called the paramedics who treated her and rushed her to St Mary’s Orthopaedics. I was the doctor on duty and received the patient while she was still unconscious. I examined her; she looked pale and tired. The unconsciousness was because of lack of water and food. Her arms and legs were bruised and bleeding. The nurse in charge dressed them, and we placed her on the drip. The patient woke up after 5 hours. When she woke up, the patient did not recognize where she was and looked frightened. Luckily, enough her family was around and kept her under control as they explained to her what had happened. I asked the patient how she felt; she said that her lower back was painful and hurt. The patient underwent x-ray for the cervical spine, the lumbar spine, and the lower extremities tests.

The patient denied any previous serious medical conditions or surgery. She also denied previous kidnapping injuries or incidences. The patient takes no medication other than Aspirin for minor headaches that are not associated with the kidnapping incident. At the time of the incident, the patient claims to have been walking home from work. She is a kindergarten teacher. The patients spent most of her time with her students and her family.

The medical results of the patient revealed the following. The patient showed signs of depression and trauma. The patient, for instance, did not recognize the hospital environment when she woke up. Also, scientific examinations revealed that ten strands of hair were discovered which matched the suspect’s hair. This means that there is a 70% probability that the suspect kidnapped the patient. The finding of 10 matching fibre’s in the head hairs combings of the suspect of the balaclava found at the kidnapping scene provides moderate prepositions that it was the suspect, rather than some other man who wore the balaclava and kidnapped the victim.

The Medical examination was as follows. The physical exam revealed that the patient is, Age: 25, Height: 5’5”, Weight: 150lbs., Eyes: Blue, Hair: Black, right-hand dominant female. On physical examination today, the patient was very alert and cooperative. The communication skills, recent memory, insight, and judgment are well within the normal limits. The patient has can follow instructions of the test well. The objective of the test is related to the injuries as follows.

The Cervical Spine x-ray revealed normal lordosis. The cervical was examined using a normal soft touch and no strain on the muscle was noted. The cervical compression testing is, therefore, negative. The range of motion of the cervical spine is 45 degrees normal and a right rotation of 70 degrees normal. The left rotation is normal, and the right flexion is 45 degrees normal. The Neurological examination shows that the muscle strength is normal. There is also no radiation of pain and paralysis on all limbs and the spine. In the lumbar spine, there is no a spasm or tenderness over the Para spinal musculature. She can raise her leg up to 80 degrees on both sides in seated positions.

The lower extremities tests showed that there is no atrophy noted in the muscles of, the lower extremities. Muscle strength is graded five positively bilaterally. The patients vibrations, sensation and response to touch are normal. The hip none is still intact and not painful. The patient can perform knee reflex without any difficulties.

Later, the medical records of the patients were assessed to understand at the patients’ medical history. The total hospital bill for all the test carried on the patient was reviewed. Also, the ambulance report assessment from the accident scene paramedics was reviewed and is dated 10 March 2014. The X-rays taken at St Mary’s Hospital of the cervical spine on 12 March 2014 were reviewed and degenerative changes with narrowing at the C5-6 concluded to be normal. The X-ray of the lumbar spine taken on 13 March 2014 was reviewed and concludes to be normal. Notes of treatment of the patient from doctor Marshal of St Mary’s Orthopaedics were reviewed. The narrative report from Doctor Pete was also reviewed and updated. The general medical diagnosis resolved was sprain and strain of the cervical spine and the lumbar spine.

The patient’s disability and treatment report is as follows. The patient is not disabled in any because of the kidnapping. However, she is traumatized and requires several counselling sessions. The counselling sessions would take a period of not less than six months. The patient has already been discharged but has not yet resumed her daily teaching occupation. There is certainty that the patient will continue with her daily activities as she has always had without interruption after undergoing counselling. There is therefore, the need for the patient to undergo thorough counselling under qualified psychologists for her to resume her job. Further medical testing is not necessary since the patient is physical well.

In conclusion therefore, Forensic medical experts are from time to time called upon to provide litigation support services. In a criminal case, the role of the forensic medical expert is to examine the patient relevant to the case, summarize and explain the patients’ medical history to the judge, the attorneys, and the defendants. They also offer testimony in court. The findings must be presented in a well-written report that is reviewed by the opposing parties in the case and the hearing judge. The expert witness therefore, provides the grounds for pre-trial settlements negotiations and in court testimony where the case goes to trial. The strengths of the expert report of lack of strengths automatically influence the defendants’ decision to settle the matter out of court. Therefore, the report is important for the successful resolution of the dispute.



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Explore the future of work with AI and its impact on employment trends


Artificial Intelligence (AI) at present is revolutionising the way of working as well as reshaping the landscapes of employment across the industries. Thus, with advancements of technology, they not only would be automating the routine tasks but would also be paving the path for completely new hob roles that would require creativity alongside complex nature of problem-solving and emotional intelligence. This specific transformation therefore often referred as the Industry 4.0 or Fourth Industrial Revolution, presenting opportunities and challenges both. In context of this exploration, the discussion would delve into the way AI is subject to redefine the place of working, emerging trends of employments and what organisations and engaged individuals can do for preparing for the future where skills of human and efficiency level of machine is coexisting.

In context of the present discussion, it can be stated that integration into the workplace is observed to be gradual yet highly profound. In the manufacturing process, robotics as well as machine learning is found to have enabled smart factories, where, automated systems are performing tasks that are repetitive in nature. That is also with higher level of precision alongside efficiencies compared to human workers (Gill et al. 2022). For example; automotive assembly lines at present employs arms that are robotics and can seamlessly assemble vehicles at speed that is unmatched by any human labour traditionally. Likewise; the industry of service has further seen increasing usage of chatbots and virtual assistance, which can handle inquiries of the target customers all the time. That holistically decreases the wait time and simultaneously support the processes.

Figure 1: AI Integration at Workplace

(Source: leewayhertz.com, 2025)

These advancements correspondently would not only improve level of productivity but would also be freeing up the human labours or workers for focusing on more tasks that are completely strategically led. However, on the other hand, it can be seen that they would also rise regarding the displaced jobs. In this context, it can be implied that job roles that are heavily relying on the repetitive tasks are being vulnerable in rising manner (Tschang and Almirall, 2021). Moreover, while some of the sectors are seen to be facing job losses potentially, others are equally being the witness of transformation that would be calling for blended technical expertise with human-driven knowledge and skills. That is also by setting the platform for the new trends of employment.

Following the discussion, it can be comprehended that regardless of tension revolving around automation process, AI integration is equally creating the myriad of scopes. Opportunities of new job roles like data scientists as well as AI ethics managers and engineers surrounding machine learning are emerging. That holistically has demanded unique blend of prowess technically and strategic rationalising and thinking (Morandini et al. 2023). For instance; it can be stated that multinational corporations like Google and Amazon both have expanded their teams to involve specialists who would not only establish the algorithms but would also be ensuring that these systems are adhering to the guidelines of ethical protocols and not propagating any sort of biases.

Figure 2: Impact of AI on Job Market

(Source: medium.com, 2025)

Moreover, it is also to be seen that gig economy alongside working remotely as the developing trends at present has received major boost from AI. Considerably, freelancers at present have core access towards advanced level of platforms digitally that can match their core skills with the needs of the project undertaken in the real-time context. These platforms as a result leverage AI for analysing trends of the market with capabilities on individual level (Malhotra, 2021). That is also by offering recommendations of personalised job prospects. Therefore, such developments would be empowering workers in crafting careers that might not be confined for traditional 9 to 5 framed jobs. That holistically as a result fosters highly fostering and adaptive market of labour.

It is further to be seen that while innovations being AI-driven has promised enhanced level of productivity and satisfaction for job, they would also come with challenges that are considerable. The displacement of traditional job roles is the fundamental concern, specifically for workers across the industries where automation would be prevalent mostly (Christiaensen et al. 2021). For instance; rise of autonomous vehicles can threat transportation disruptions and logistic sector potentially could see leaving of millions of drivers alongside related service workers without any employment.

This specific shift has certainly necessitated wider strategies to be adapted. Thus, contextually, companies should be investing in employee training programs that would focus on digital literacy and upskilling. That is also to ensure that the workforce to remain highly relevant. On the other hand, governments as well have crucial role for playing through facilitation of educational reformation and offering incentives for learning throughout the life (Zarifhonarvar, 2024). These measures therefore are pivotal in prevention of wider gaps in skills and ensuring that advancement in technologies can translate into growth inclusively compared to disparities socioeconomic contexts.

Contextually, it can be said that future of work in certain AI-driven world would be hinging on capabilities of adapting. Thus, in this context, reskilling initiatives would not merely be the remedy in short-term yet considered as strategy in long-term for equipping the workforce with essential skills for thriving in the competitive market. On the other hand, it is also to be considered that organisations that would be prioritising continuous learning most likely to outperform those that would not (Li, 2024).

Figure 3: Future of Employment Scope

(Source: pcma.org, 2025)

Therefore, corporate training programs and partnerships with educational organisations are emerging as core critical investments in this significance. These efforts further being combined with proactive set of mind towards technological transformation would ensure that advantages of AI are being shared widely throughout the society by mitigating risks related with automation rapidly.

Artificial Intelligence UK, dissertation writing help UK, essay writing help UK, write my dissertation

In conclusion, it can be implied that AI integration into the workplace would be offering opportunities unprecedentedly for the purpose of securing efficiencies and innovation, while also imposing risks for traditional structure of employment. Therefore, with embracing AI as the tool for enhancement instead of replacement, organisations as well as the workers likewise can navigate the transformative era at present. Moreover, emphasising on continual learning alongside adaptive strategies would be the core to harness potential of AI. That is also by ensuring that future of work is labelled by collaboration in between human ingenuity as well as artificial or machine intelligence. Henceforth, as a whole, it can be implied that success of that certain transformation is resting on the collective capability of innovation, adaptations and thriving in rapidly transforming world.

Christiaensen, L., Rutledge, Z. and Taylor, J.E., 2021. The future of work in agri-food. Food Policy99, p.101963.

Gill, S.S., Xu, M., Ottaviani, C., Patros, P., Bahsoon, R., Shaghaghi, A., Golec, M., Stankovski, V., Wu, H., Abraham, A. and Singh, M., 2022. AI for next generation computing: Emerging trends and future directions. Internet of Things19, p.100514.

leewayhertz.com, (2025), AI in business process automation: Use cases, benefits, technologies, implementation and development, Available at: https://www.leewayhertz.com/ai-in-business-process-automation/ [Accessed on 10.02.2025]

Li, L., 2024. Reskilling and upskilling the future-ready workforce for industry 4.0 and beyond. Information Systems Frontiers26(5), pp.1697-1712.

Malhotra, A., 2021. The postpandemic future of work. Journal of management47(5), pp.1091-1102.

medium.com, (2025), AI on the Job Market and Future of Work, Available at: https://medium.com/@Shahriare/ai-on-the-job-market-and-future-of-work-3e4615f8a443 [Accessed on 10.02.2025]

Morandini, S., Fraboni, F., De Angelis, M., Puzzo, G., Giusino, D. and Pietrantoni, L., 2023. The impact of artificial intelligence on workers’ skills: Upskilling and reskilling in organisations. Informing Science26, pp.39-68.

pcma.org, (2025), Future of Work: Impact of AI on the Workforce, Available at: https://www.pcma.org/pcmaapaclabs-june-series-recap-future-of-work/ [Accessed on 10.02.2025]

Tschang, F.T. and Almirall, E., 2021. Artificial intelligence as augmenting automation: Implications for employment. Academy of Management Perspectives35(4), pp.642-659.

Zarifhonarvar, A., 2024. Economics of chatgpt: A labor market view on the occupational impact of artificial intelligence. Journal of Electronic Business & Digital Economics3(2), pp.100-116.



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Explore the future of work with AI and its impact on employment trends


Artificial Intelligence (AI) at present is revolutionising the way of working as well as reshaping the landscapes of employment across the industries. Thus, with advancements of technology, they not only would be automating the routine tasks but would also be paving the path for completely new hob roles that would require creativity alongside complex nature of problem-solving and emotional intelligence. This specific transformation therefore often referred as the Industry 4.0 or Fourth Industrial Revolution, presenting opportunities and challenges both. In context of this exploration, the discussion would delve into the way AI is subject to redefine the place of working, emerging trends of employments and what organisations and engaged individuals can do for preparing for the future where skills of human and efficiency level of machine is coexisting.

In context of the present discussion, it can be stated that integration into the workplace is observed to be gradual yet highly profound. In the manufacturing process, robotics as well as machine learning is found to have enabled smart factories, where, automated systems are performing tasks that are repetitive in nature. That is also with higher level of precision alongside efficiencies compared to human workers (Gill et al. 2022). For example; automotive assembly lines at present employs arms that are robotics and can seamlessly assemble vehicles at speed that is unmatched by any human labour traditionally. Likewise; the industry of service has further seen increasing usage of chatbots and virtual assistance, which can handle inquiries of the target customers all the time. That holistically decreases the wait time and simultaneously support the processes.

Figure 1: AI Integration at Workplace

(Source: leewayhertz.com, 2025)

These advancements correspondently would not only improve level of productivity but would also be freeing up the human labours or workers for focusing on more tasks that are completely strategically led. However, on the other hand, it can be seen that they would also rise regarding the displaced jobs. In this context, it can be implied that job roles that are heavily relying on the repetitive tasks are being vulnerable in rising manner (Tschang and Almirall, 2021). Moreover, while some of the sectors are seen to be facing job losses potentially, others are equally being the witness of transformation that would be calling for blended technical expertise with human-driven knowledge and skills. That is also by setting the platform for the new trends of employment.

Following the discussion, it can be comprehended that regardless of tension revolving around automation process, AI integration is equally creating the myriad of scopes. Opportunities of new job roles like data scientists as well as AI ethics managers and engineers surrounding machine learning are emerging. That holistically has demanded unique blend of prowess technically and strategic rationalising and thinking (Morandini et al. 2023). For instance; it can be stated that multinational corporations like Google and Amazon both have expanded their teams to involve specialists who would not only establish the algorithms but would also be ensuring that these systems are adhering to the guidelines of ethical protocols and not propagating any sort of biases.

Figure 2: Impact of AI on Job Market

(Source: medium.com, 2025)

Moreover, it is also to be seen that gig economy alongside working remotely as the developing trends at present has received major boost from AI. Considerably, freelancers at present have core access towards advanced level of platforms digitally that can match their core skills with the needs of the project undertaken in the real-time context. These platforms as a result leverage AI for analysing trends of the market with capabilities on individual level (Malhotra, 2021). That is also by offering recommendations of personalised job prospects. Therefore, such developments would be empowering workers in crafting careers that might not be confined for traditional 9 to 5 framed jobs. That holistically as a result fosters highly fostering and adaptive market of labour.

It is further to be seen that while innovations being AI-driven has promised enhanced level of productivity and satisfaction for job, they would also come with challenges that are considerable. The displacement of traditional job roles is the fundamental concern, specifically for workers across the industries where automation would be prevalent mostly (Christiaensen et al. 2021). For instance; rise of autonomous vehicles can threat transportation disruptions and logistic sector potentially could see leaving of millions of drivers alongside related service workers without any employment.

This specific shift has certainly necessitated wider strategies to be adapted. Thus, contextually, companies should be investing in employee training programs that would focus on digital literacy and upskilling. That is also to ensure that the workforce to remain highly relevant. On the other hand, governments as well have crucial role for playing through facilitation of educational reformation and offering incentives for learning throughout the life (Zarifhonarvar, 2024). These measures therefore are pivotal in prevention of wider gaps in skills and ensuring that advancement in technologies can translate into growth inclusively compared to disparities socioeconomic contexts.

Contextually, it can be said that future of work in certain AI-driven world would be hinging on capabilities of adapting. Thus, in this context, reskilling initiatives would not merely be the remedy in short-term yet considered as strategy in long-term for equipping the workforce with essential skills for thriving in the competitive market. On the other hand, it is also to be considered that organisations that would be prioritising continuous learning most likely to outperform those that would not (Li, 2024).

Figure 3: Future of Employment Scope

(Source: pcma.org, 2025)

Therefore, corporate training programs and partnerships with educational organisations are emerging as core critical investments in this significance. These efforts further being combined with proactive set of mind towards technological transformation would ensure that advantages of AI are being shared widely throughout the society by mitigating risks related with automation rapidly.

Artificial Intelligence UK, dissertation writing help UK, essay writing help UK, write my dissertation

In conclusion, it can be implied that AI integration into the workplace would be offering opportunities unprecedentedly for the purpose of securing efficiencies and innovation, while also imposing risks for traditional structure of employment. Therefore, with embracing AI as the tool for enhancement instead of replacement, organisations as well as the workers likewise can navigate the transformative era at present. Moreover, emphasising on continual learning alongside adaptive strategies would be the core to harness potential of AI. That is also by ensuring that future of work is labelled by collaboration in between human ingenuity as well as artificial or machine intelligence. Henceforth, as a whole, it can be implied that success of that certain transformation is resting on the collective capability of innovation, adaptations and thriving in rapidly transforming world.

Christiaensen, L., Rutledge, Z. and Taylor, J.E., 2021. The future of work in agri-food. Food Policy99, p.101963.

Gill, S.S., Xu, M., Ottaviani, C., Patros, P., Bahsoon, R., Shaghaghi, A., Golec, M., Stankovski, V., Wu, H., Abraham, A. and Singh, M., 2022. AI for next generation computing: Emerging trends and future directions. Internet of Things19, p.100514.

leewayhertz.com, (2025), AI in business process automation: Use cases, benefits, technologies, implementation and development, Available at: https://www.leewayhertz.com/ai-in-business-process-automation/ [Accessed on 10.02.2025]

Li, L., 2024. Reskilling and upskilling the future-ready workforce for industry 4.0 and beyond. Information Systems Frontiers26(5), pp.1697-1712.

Malhotra, A., 2021. The postpandemic future of work. Journal of management47(5), pp.1091-1102.

medium.com, (2025), AI on the Job Market and Future of Work, Available at: https://medium.com/@Shahriare/ai-on-the-job-market-and-future-of-work-3e4615f8a443 [Accessed on 10.02.2025]

Morandini, S., Fraboni, F., De Angelis, M., Puzzo, G., Giusino, D. and Pietrantoni, L., 2023. The impact of artificial intelligence on workers’ skills: Upskilling and reskilling in organisations. Informing Science26, pp.39-68.

pcma.org, (2025), Future of Work: Impact of AI on the Workforce, Available at: https://www.pcma.org/pcmaapaclabs-june-series-recap-future-of-work/ [Accessed on 10.02.2025]

Tschang, F.T. and Almirall, E., 2021. Artificial intelligence as augmenting automation: Implications for employment. Academy of Management Perspectives35(4), pp.642-659.

Zarifhonarvar, A., 2024. Economics of chatgpt: A labor market view on the occupational impact of artificial intelligence. Journal of Electronic Business & Digital Economics3(2), pp.100-116.



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Collaborative Writing Tools: Boost Your Team’s Efficiency


Writing isn’t just something done in isolation anymore. Whether it’s students working on assignments, businesses preparing reports, or creative teams planning a blog or book, writing has become a shared activity. This shift has created a big demand for collaborative writing tools that let people edit, comment, and share documents at the same time. Instead of juggling endless email threads or mismatched drafts, these tools make it possible to collaborate smoothly and track every change.

In this expanded guide, I’ll walk you through what collaborative writing is, the most widely used tools available today, the benefits and challenges, as well as tips on how to get the most out of them. Along the way, we’ll look at comparisons between popular tools like Google Docs, Microsoft Word, Notion, Obsidian, and others, so you can decide which works best for your writing projects.

Key Takeaways

  1. Writing has shifted from being a solo activity to a shared process, and collaborative writing tools make this possible by letting people edit, comment, and revise documents together without juggling multiple drafts.
  2. Research shows that collaborative writing improves text quality and learning outcomes, which explains why tools like google docs and microsoft word with microsoft 365 have become reliable options for both students and professionals.
  3. Different collaborative writing apps serve unique purposes: google docs and microsoft word focus on real-time editing and strong formatting, notion and obsidian combine knowledge management with writing, while trello, asana, and slack support workflow, task management, and communication.
  4. The main advantages of these tools are saving time, simplifying collaboration, and boosting productivity, while the challenges—such as conflicting edits, communication gaps, and notification overload—can be reduced through clear rules, organized folders, and good communication practices.
  5. Best practices for successful collaborative writing include agreeing on templates and formats, keeping documents in shared folders with version history, taking clear meeting notes, staying organized with project management tools, using built-in chat for quick feedback, and applying AI features to support editing and revision.

What Is Collaborative Writing?

Collaborative writing means more than just dividing tasks among people. It’s a process where two or more collaborators actively write, revise, and provide feedback on the same document. This can take many forms, including co-authoring, editing, brainstorming, or revising drafts together.

Here are a few common examples:

  • Students preparing a group research paper in a Google Doc.
  • Business teams using Microsoft Word through Microsoft 365 to finalize a company report.
  • Writers working together on a blog draft, each leaving comments or editing in real-time.
  • Developers and researchers use GitHub to maintain accurate documentation with version control.

Academic research has shown the measurable benefits of writing together. A meta-analysis of collaborative writing found that texts written by groups were not only more accurate but also scored higher on writing quality rubrics compared to those written individually. In addition, a classroom study demonstrated that Google Docs supported collaborative writing and positively influenced student learning outcomes. These findings reinforce the value of using collaboration tools in both academic and professional settings.

The Best Writing Apps and Collaborative Writing Tools

best collaborative writing tools

Collaborative writing tools are software platforms that allow multiple people to work on the same document in real-time or asynchronously. They’re designed with collaboration capabilities such as version history, feedback options, built-in chat, and notification settings to simplify the writing process.

We’ll now go through some of the best collaborative writing tools in detail, each offering unique features to support different needs.

1. Google Docs and Google Workspace

Google Docs is one of the most popular online collaborative writing tools available. It allows multiple users to edit documents in real-time while tracking every change in the revision history. Writers can leave comments, suggest edits, and restore a previous version whenever needed.

Integrated into Google Workspace, it connects seamlessly with apps like Google Meet, Gmail, and Google Drive. This makes it easy to share files, organize folders, and collaborate across teams. For example, if you’re working on meeting notes, you can jump onto a quick videotelephony call with your team while reviewing the same document.

The effectiveness of Google Docs has also been confirmed by research. One study in higher education showed that Google Docs for scientific writing improved student outcomes and collaboration experiences, while another linked collaboration patterns in Google Docs with higher text quality. These results show why it remains one of the best writing apps for both classrooms and professional teams.

Key features include:

  • Real-time collaborative writing with visible cursors
  • Easy organization through Google Drive folders
  • Built-in chat for quick discussions
  • Notification settings for comments and edits
  • Templates to simplify different types of writing projects

Because of its intuitive interface and flexibility, Google Docs is one of the best writing apps for both beginners and professionals. It’s especially useful when you need a distraction-free interface combined with strong collaboration capabilities.

2. Microsoft Word and Microsoft 365

Microsoft Word has long been a trusted word processing tool, and its integration with Microsoft 365 has made it a strong competitor to Google Docs. Now, it allows real-time collaboration, meaning you and your collaborators can edit documents simultaneously, view revision history, and co-author projects without email back-and-forth.

What sets Microsoft Word apart is its advanced formatting and desktop publishing features. If you’re working on a complex document that needs detailed structure, templates, or formatting, this tool excels. It also integrates tightly with Microsoft Office apps like Outlook and Excel, creating a full workspace for managing writing and editing tasks.

Advantages of Microsoft Word with Microsoft 365 include:

  • Familiar interface with advanced formatting tools
  • Strong version control and revision history
  • Wide range of templates for reports, letters, and essays
  • Integration with Microsoft Office ecosystem
  • Mobile app support for editing on the go

For projects requiring a professional finish, like reports or publications, Microsoft Word remains one of the best collaborative writing tools available.

3. Notion and Obsidian

Notion and Obsidian are versatile writing apps that work well for knowledge base management and collaborative writing projects.

  • Notion: Known for its intuitive interface, markdown support, and flexible templates, Notion is a favorite for teams who want a single workspace for writing, task management, and project planning. It’s excellent for writing projects that require linking notes, brainstorming ideas, or managing workflow alongside writing.
  • Obsidian: Unlike Notion, Obsidian focuses on personal knowledge management. It uses a map-like approach to link notes, making it useful for writers who want to see how ideas connect. With its distraction-free interface and markdown support, Obsidian is a good collaborative writing app for both individuals and teams.

Both tools go beyond writing and editing; they provide strong collaboration capabilities, meeting notes management, and integration with project management tasks.

4. Trello and Asana, Inc.

While Trello and Asana aren’t traditional writing apps, they play an essential role in organizing workflow for writing projects.

  • Trello: Uses a board and card system where each card can represent a draft, revision, or final version of a document. This makes it easy to visualize the writing process and track progress.
  • Asana: Known as a task management and project management tool, Asana allows teams to assign tasks, set deadlines, and receive notifications when edits are completed.

These tools are particularly helpful when working on complex writing projects with many collaborators, whether you’re drafting a novel or preparing technical documents in Adobe Framemaker, Trello, and Asana help teams stay organized and on track.

5. Slack and Online Chat Tools

Slack is more of a communication tool than a direct writing app, but it plays a crucial role in supporting collaborative writing. By offering group chats, online chat, and videotelephony, it reduces the need for endless emails and helps teams stay connected during writing projects.

Benefits of Slack include:

  • Integration with tools like Google Docs, Notion, and Trello
  • Group chats and built-in chat for providing feedback
  • Notification settings that can be customized to reduce distractions
  • Support for rich media and file sharing

When used alongside other writing tools, Slack becomes an indispensable tool for keeping communication open and improving collaboration capabilities.

6. Etherpad and Other Collaborative Real-Time Editors

Etherpad is a lightweight, open-source collaborative real-time editor. While it doesn’t have the advanced features of Google Docs or Microsoft Word, it’s perfect for quick drafts, brainstorming, or team exercises.

Features include:

  • Support for OpenDocument and PDF export
  • Real-time collaboration with visible cursors
  • Simple interface that reduces distractions

Etherpad is often used for teaching environments or quick writing projects where simplicity matters more than advanced formatting. It’s one of those tools that reminds us sometimes less is more.

7. GitHub and Version Control Tools

GitHub isn’t just for developers; it’s also a valuable collaborative writing tool when version control is important. For technical writing, research documents, or any project involving constant revisions, GitHub allows you to track changes, restore previous versions, and collaborate through plug-ins and support tools.

Writers working on software documentation or research benefit from GitHub because of its strong revision history and collaboration capabilities. By combining it with writing apps, drafts can be reviewed systematically, ensuring nothing is lost during the writing process.

8. Adobe FrameMaker and Desktop Publishing Tools

Adobe Framemaker remains a go-to option for professional writers in industries like engineering or publishing. It combines desktop publishing with advanced formatting, templates, and rich media integration, making it ideal for long, complex documents.

While it may not be the simplest collaborative writing app, its features make it an indispensable tool for professional teams. For example, manuals, technical guides, and research documents often rely on Framemaker because of its ability to handle large-scale formatting while supporting collaboration.

Why Collaborative Writing Tools Are Important

The importance of online collaborative writing tools lies in their ability to save time, simplify the writing process, and boost productivity. They allow collaborators to provide feedback, edit documents in real-time, and access the same single document without confusion.

For businesses, students, and writers, these tools make writing projects smoother and reduce errors caused by multiple draft versions. They also enhance communication through built-in chat, online chat, or videotelephony, ensuring everyone stays on track and focused on the workflow.

Key Features to Look For in a Collaborative Writing Tool

When deciding on the best collaborative writing tools for your team, pay attention to:

  • Real-time collaborative writing features
  • Strong version history and revision control
  • A distraction-free interface for focus
  • Built-in chat or communication support
  • Clear notification settings to manage edits
  • Templates and folder organization
  • Integration with project management tools like Trello or Asana
  • Sharing options to make collaboration smooth

These essential features ensure that writing projects stay organized and every collaborator knows exactly what’s happening.

Benefits of Using Online Collaborative Writing Tools

The main benefits include:

  • Simplifying the writing process and saving time
  • Supporting real-time collaboration and editing
  • Improving communication with group chats or videotelephony
  • Allowing feedback to be shared instantly
  • Helping teams stay organized with workflow and task management tools
  • Offering distraction-free writing apps with flexible templates

For writers who want more resources to improve, exploring How to Write a Novel or How to Structure an Essay can also complement the use of collaborative tools by building stronger writing foundations.

Challenges of Collaborative Writing

Despite the many benefits, challenges exist:

  • Conflicting revisions when two collaborators edit the same part
  • Communication gaps without a clear collaboration tool
  • Too many notifications are causing distraction
  • Difficulty managing workflow in large teams

These challenges can be minimized by setting clear rules, using project management tools, and keeping all documents in organized folders. Effective communication also matters; teams that apply the qualities of a good communicator tend to avoid these issues.

Best Practices for Successful Collaborative Writing

Here are a few tips to make the most out of collaborative tools:

  • Agree on templates and formats before starting
  • Use shared folders and version history to avoid losing work
  • Take clear meeting notes and create a table of contents for large projects
  • Rely on project management tools like Trello to stay organized
  • Use built-in chat or Slack for real-time communication
  • Consider using AI features in writing apps to simplify editing and revision tasks

Writers interested in sharpening their skills can also check out resources like How to Write a Précis or How to Write a Character Analysis Essay to build more confidence when writing collaboratively.

Conclusion

Collaborative writing tools have transformed the way people approach writing. From Google Docs to Adobe FrameMaker, from simple editors like Etherpad to complex management tools like Trello, these platforms make writing projects easier, faster, and more collaborative. By choosing tools with strong collaboration capabilities, intuitive interfaces, and essential features, teams can stay organized, save time, and produce better results. Whether you’re working on a blog, a novel, or technical documentation, these tools provide the structure and support you need to collaborate effectively.

Collaborative Writing Tools FAQs

1. What are the best collaborative writing tools for beginners?
Google Docs and Microsoft Word in Microsoft 365 are beginner-friendly options because they have familiar interfaces and strong real-time collaborative writing features.

2. Can I use collaborative writing tools for personal writing projects like a blog?
Yes. Tools like Notion, Obsidian, and Google Docs are ideal for blog writing, personal journals, and online writing projects.

3. How does real-time collaboration help when working on a project?
It allows every collaborator to edit and provide feedback instantly, cutting down on delays and improving workflow efficiency.

4. What should I consider before choosing a collaborative writing app?
You should look at version control, revision history, communication features, and whether the tool integrates with your existing workspace.



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Marketing Metrics In Business


A metric is a system of measurement that quantifies a trend, characteristic or dynamic. Marketing metrics refers to statistical procedures that companies use to review their effectiveness of their institutional marketing and advertising determinations. The metrics vary depending on the type and size of the campaigns a company uses in marketing and the goals of the company in a categorized market campaign (Mcdonald 2007). In relation to financial information, marketing metrics emphases on; return investment of marketing campaigns, through a comparison of the costs of metrics and the return in business. However, other metrics focuses on how smart marketing campaign will create the company awareness and its brand, the number of new customers attracted and the number of old customers retained. Indeed, companies spend valuable amount of time making marketing budgets since they concede that the business can only if the potential customers are aware of its existence and the products and services they offer in the market.

Meanwhile, considerable financial and time resources are spent on the marketing campaigns, inefficiencies in the highlighted efforts can eventually cripple to the company’s fortunes. For this reason, the companies have to formulate standards to assist them judge the effectiveness of the strategies used in marketing. Globally, the companies use marketing metrics tools to accomplish their product and service awareness tasks (Olibe 2007). Similarly, most marketing metrics is formulated for a definite objective in relation to a specific awareness campaign. For instance, a car company may desire an increase in 20% sales on a specific brand and conducts a fresh marketing and advertising campaign to realize the desired results. At the end of the allocated campaign period, the company can finally look at the costs versus sales figures to determine if they reached the targeted goal.

Contrastingly, a marketing metrics financial approach focuses on return on investment of a given marketing campaign. Return on investment is calculated by subtracting the total cost of implementation from total revenue generated from a specific campaign. The resultant figure is then expressed as a percentage of campaign cost by division. For instance, a marketing initiative that produces a net of $ 100 US Dollars of revenue after an implementation cost of $1, 000 USD, would result into a return on investment of 10%. Other marketing metrics devices are used to study the marketing strategy effectiveness. However, the metrics may be specific to the campaign used. For instance, an email blast that uses the response from the customers may be evaluated by the response of the customers received. Such metrics focus on the company’s consumer base both in terms of the old customers retained and the new customers attracted.

Commonly used marketing metrics

Return on Market Investment (ROMI)

It assists marketers to measure activities and their performance across the mix of marketing. Return on market investment measures the degree to which the spending in the market finally becomes profitable for the business.

How Return on Market Investment Works

Return on market investment refers to marketing contribution attributable to marketing divided by marketing invested. The process is based on calculations:

[Incremental Revenue Attributable to Marketing × Contribution Margin (%) –

Marketing Spending]/Marketing Spending ($)

There are two major forms of ROMI metric: long-term ROMI and short term ROMI.

Short Term ROMI- measures revenue such as contribution margin and market share for every dollar spent on marketing. It gets best applied for the determination of steer investments and marketing effectiveness from less profitable to more profitable activities (Refenes 1995).

    Long- term ROMI– used to determine less tangible marketing aspects effectiveness. For example, consumer motives and increased brand awareness. However, long-term ROMI creates brand challenges for the products that are unfamiliar with the use of analytical marketing and analytical business used to determine the decisions on the allocation of resources. Despite the challenge, it can be sophisticated procedure for measuring of investment priority and market allocation within the established networks.

According to this analysis, this numerical marketing metric tool looks at the total cost of marketing, costs spent on salaries of the marketing team, overhead and other programs. When the resultant figure is related to the cost of customer acquisition, the figures are always taken care of the costs. Despite the advantages of using ROMI, its overreliance can make the company have an illusion that other marketing metrics is less valuable (Malhotra 2005). However, other metrics can as well show and reveal how the information from the market works and feed the business with the necessary information.

Customer Acquisition Cost (CAC)

This refers to the total marketing and sales cost, it is determined by adding up all the advertising or product spent, plus commissions and bonuses, plus salaries, plus overhead in a given period. The resultant figure is further divided by the number of newly recruited customers in the same period indicated (Refenes 1995). The period could be a year, a month or quarterly. For instance, if a company spends $ 300, 000 on marketing and sales in one month and recruited 30 customers in the same period, the company’s customer acquisition cost is $ 10, 000. However, the procedure is extremely dependent on the industry and price point. This may make some industries that are shy of taking great business risks backing off from this marketing metric tool.

Ratio of Customer Lifetime Value to CAC (LTV:CAC)

According to Malhotra (2005), this tool is used to compare the cost spent to acquire the new customers. The tool is suitable for companies that have recurrent revenue streaming from the customers or for customers who make repeated purchase of the products. LTV is computed by subtracting the gross margin from the amount the customers pays in a period and finally divide by churn % (Cancellation rate) for the very customer. However, for a customer who pays $100,000 annually, with the gross margin of revenue 70%, and that the customer is the type that will cancel at 16% annually, then the LTV is $437,500.

Now, after calculating the LTV and the CAC, the following procedure is to compute for the two by finding the ratio LTV: CAC. For instance, It costs $ 100, 000 to acquire a customer, and that the LTV is $ 437, 500, and then LTV: CAC will be 4.4:1. Most marketing technicians admit that the ratio should be higher than 3× asserts (Malhotra 2005); however, a higher ratio means the company’s marketing and sales have a higher return on investment. Though, higher ratio is not better because when the ratio is extremely high, the company might be tempted to spend more money on marketing and sales for faster growth. This may be because, the company is reinstating its growth by under spending thus may lose the competitive edge. For this reason, most companies use the LTV- CAC ratio to assess the revenue per customer, employee and growth in market share. It also helps the company identify the areas of financial waste that has no value to the customer.

Time To Pay Back CAC

This refers to the number of months or years a company may take to earn back the Customer acquisition cost spent to recruit new customers. It is calculated by dividing the Customer acquisition cost by margin adjusted revenue per a given period for the newly added customer. The resultant number will be the amount of time taken to pay back. For industries where the customers may pay single upfront time, this metric may be irrelevant since the upfront should be greater than the Customer acquisition cost. Rather, the company may be losing financial resources on the customer. Contrastingly, in case the customer pays annual or monthly fees, the payback time should be strictly twelve months. This means that the company is becoming profitable on the newly singed customer just by the first year, and finally the company starts making money.

In this marketing metric, below six months it may mean that the company is under investing in marketing and sales. From 9- 18 months sales and marketing are at reasonable point and over 18 months there is a problem with sales and marketing of the company. The companies usually limit the use of time to pay back due to its inconsistency.

Marketing Originated Customer

This is a metric ratio that shows the percentage of the business driven purely by marketing. To compute for this ratio, use the newly signed customers in a given period and evaluate the percentage of the customers that started with the marketing generated lead. It is a simple procedure to adopt if the company has a closed loop marketing system of analysis.

The advantage of this metric method is that is shows directly the proportion of the overall customer acquired that originated from the marketing procedures. Additionally, the metric marketing is often higher than the sales (Olibe 2007). The percentage, however, may vary from one company to the other. For companies that possess a sales team assisted by the company’s inside sales and with cold callers, the percentage might be small, for instance, 20- 40 %; however, for a company using inside sales team and supported by lead generation resulting from marketing, the percentage might be approximately 40% – 80 %. Finally, for a company with human fewer sales, the percentage might be 70% – 95%. In addition, the percentage can also be computed using revenue depending on how the company prefers to view the business.

Marketing Influenced Customer %

The metric procedure is almost similar to marketing Originated Customer %. However, it slightly differs because it adds the newly signed customers where marketing nurtured and touched the lead at a given point during the process of sales. For example, if a sales individual found a lead that attended the marketing and advertising event and then finally closed, it is deduced that the new customer was influenced by the process of the marketing. The resultant percentage should be higher; then the originated percentage. In the recent past, the companies have adopted this marketing metric due to its power of persuasion of the customers.

The marketers have realized the value of commercial influence of the customers. For example, seeing famous person using a particular product could translate to millions of sales. Companies have turned to this procedure because it assists the customers benefit from their interests, passions and hence influence the customers. According to Ambler (2000), Marketing Influenced will become essential marketing tool where trust exists at the epicenter of the market.

Learning I Gained and Contribution to Marketing Metrics Assignment.

I found this assignment motivating and informative and my skills and knowledge have gone up after attending to this assignment. My marketing knowledge has momentously expanded as a result of doing this assignment to incorporate the marketing metrics global approach. For example I realized that, marketing metrics has varied elements of measurement, including net sale billed number of design or product registrations and brand surveys to the awareness of the brand measure. Furthermore, I noted the companies apply monitoring and analyzing the performance of marketing matrix to increase their competitive edge and intelligence, assess their market strengths and weaknesses and assist in the calculation of the marketing budgets.

Return on marketing investment and marketing return investment are of, my view, the best marketing metrics tools for most companies to allocate investments in the market. This is because the companies can conduct analysis of communication and discovery of useful data patterns, which may be dependent on simultaneous statistics application, operation’s research to, purposefully, qualify performance and programming of the computer. These marketing metrics highly contribute to the margin of analysis of cost volume profits. This is a form of management accounting and the marginal profit per sale of one unit.

To sum up, I updated my marketing knowledge in the application of marketing metrics for the purpose of international and local marketing and the value of signing a single customer in the business. The marketing metrics assignment has extendedly sharpened my knowledge of strategic choice of a particular marketing tool depending on the goals of the company. Finally, I can assert that my confidence level has increased, along my marketing skills and knowledge as a result of engaging in this assignment. Since only self-confident managers communicate the vision of their company’s future (Seggie 2007), I believe that my level of confidence will assist me develop my career as until I rise to executive level.

References

AMBLER, T. (2000). Marketing Metrics. Business Strategy Review. 11, 59-66.

KROPIVNIK, S., & KEJŽAR, N. (2011). Exploratory network analysis as an add-on to internet metrics: joining reach figures with positions’ characteristics. Collaboration Networks and Knowledge Diffusion.

MALHOTRA, N. K. (2005). Review of marketing research. Volume 1 Volume 1. Armonk, N.Y., M.E. Sharpe. http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=199803.

MCDONALD, M. (2007). Marketing metrics. Journal of Marketing. Jun / Jul, 32-35.

OLIBE, K. O., & REZAEE, Z. (2007). The effect of volume of intrafirm transfers on market metrics. Advances in International Accounting : a Research Annual. 20, 1.

REFENES, A.-P. N. (1995). Testing strategies and metrics. Neural Networks in the Capital Markets / Edited by Apostolos-Paul Refenes.

ROSENKRANS, G. (2007). Online Advertising Metrics.

SEGGIE, S., CAVUSGIL, E., & PHELAN, S. (2007). Measurement of return on marketing investment: A conceptual framework and the future of marketing metrics. Industrial Marketing Management. 36, 834-841.



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qualities of a good communicator


The post qualities of a good communicator appeared first on Essay Freelance Writers.



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