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Blog postBusinesses looking to increase brand awareness are already familiar with the popularity of thought leadership when it comes to their marketing tactics. The same thing goes for content marketing, which is frequently praised for creating more leads compared to other strategies. However, many business owners aren’t aware that these two strategies have clear key differences.
When it comes to content marketing, it’s a top-down communication method – and it can be promoted business to busin -
Blog postWith online buying and pickup in-store options higher than ever, CMO attention must also accelerate digital and omnichannel content marketing strategies. Before the pandemic, less than three-fourths of the top ten retailers out of 125 identified by multichannel consultancy firm FitForCommerce had been employing omnichannel best practices. The annual study was started five years ago, and the latest discovery revealed that best practices were only being used by 66% to 73% of the top ten, a decl
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Blog postActivation seems like a simple enough word but one that apparently has numerous connotations. The Free Dictionary offers one meaning as “turning on.” Former heavyweight boxing champion Muhammed Ali’s response to activation into the U.S. armed forces was, “I ain’t got no quarrel with those Vietcong.”
Hungarian-American psychologist Mihaly Csikszentmihalyi, known for naming the concept of flow or “being in a zone” and connecting it to productivity, once said: “Purpose provides activatio -
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Blog postIt seems like just about every week another trade show, conference, or convention is canceled due to COVID-19. Many of these have been restructured and planned as “virtual” events. And, while it can be tough for thousands of exhibitors to get the same attention or generate the same buzz that they might at an in-person event, virtual events do offer some unique opportunities to build brand value and trust. Let’s look at some ways to take advantage of those opportunities.
There’s never -
Blog postAs the world continues to change and adapt under the strain of COVID-19, industries like public relations need to maintain a constant state of transformation. With the PR world, and the standard Public Relations lifestyle progressing constantly, particularly with the rise in technology and uncertainties in economic trends, PR pros have to be prepared for positive and negative developments that will change how PR works.
With the future of PR looking at creative ways to run engaging eve -
Blog postCreating an effective crisis management plan can be a hard task for any communication team. Not only because of risks associated with crises—including everything from the damage of reputation to loss of key customers—but because creating a detailed plan for an unknown event is a challenge.
Facing these challenges, many communication teams prefer to bury their heads in the sand and wait for a crisis to happen before making an appropriate plan. But, studying well-known crises—among them -
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Blog postStories matter. From the earliest times, humans passed on information – truth, belief, history, medicine, life skills, everything – via story. Because of this, we are essentially hardwired to love hearing a good, well-told story. In fact, we are more likely to remember information when it is presented in story form. That explains, in part, why we remember song lyrics from when we were kids but sometimes forget the name of someone we met yesterday.
Why do stories work, and how will tha -
Blog postScaling a new business is not an easy decision for any business owner. The demand might be high for a period of time, but one of the frequent downsides to newer companies is that they cannot keep up with the demand from consumers.
Soon after, these businesses end up losing the customers they have, as well as the relationships they’ve built with the vendors, and all because no one was sure about the right time or the right way to scale things up.
Using Data All businesses shoul -
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Blog postWhile some brands like Ben & Jerry’s, Timberland, and Nike have been espousing various causes for years, recent events have greatly accelerated this movement, among many others. What began in August last year when nearly 200 CEO members of the Business Roundtable upended Milton Friedman’s doctrine of 1970, declaring that businesses exist solely to make profits for its shareholders has mushroomed.
A Porter-Novelli survey of 150 business leaders this July revealed that 85% feel it’s -
Blog postA week after the pandemic was declared, Omdia, the tech research branch of Informa Tech, estimated that internet usage was up by as much as 70%. Add in more recent data from Broadband Search revealing that North Americans spend an average of two hours and six minutes daily on social media.
CSM Matters These figures and earlier articles about consumers’ increased dependency on social media to browse and shop, make social media customer service extremely important.
In September, -
Blog postProfessionals striving for relevance in the world of public relations constantly need to stay up to date with all industry trends as well as current events – it’s practically in the job description.
The news cycle is now moving faster than ever before, mostly thanks to various digital platforms. Aside from regular news stories, a great way for public relations professionals to keep up with the happenings around them is to listen to podcasts that are relevant to the job. With podcasts, -
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Blog postNewsletter marketing is the practice of companies sending informational emails and other content related to their products or services through an email newsletter to their subscriber list. Businesses can take advantage of newsletters to keep themselves at the front of the mind of their consumers and establish their authority in the industry, by notifying their audience of products or services that might interest them.
Most companies are already taking advantage of newsletters, but for -
Blog postThe list of social media platforms available to the regular user seems to be constantly growing. Marketing industry pros must have probably heard of most, if not all of them. And while the number of platforms and their type is changing, there’s one thing that remains constant: social media is staying and the public is […]
The post Importance of Platform Specific Content appeared first on .
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Blog postSocial marketing is used to develop different activities to maintain or change an audience’s behavior, for either the benefit of society as a whole or individuals themselves. It combines the ideas of social sciences and commercial marketing, and it’s an effective tool to influence behavior in a cost-effective and sustainable manner. People come across social […]
The post The Art of Social Marketing appeared first on .
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Blog postThe digital marketing leaders are constantly monitoring their companies’ digital performance over time, and have benchmarks in place to see if the strategies are working, and with those benchmarks, they’re also able to compare their strategies with the best industry brands.
This is how digital marketers can keep track of the overall brand image and prioritize digital investments according to the company’s biggest digital marketing opportunities – whether they are in already establishe -
Blog post5W Public Relations has released their 2020 Holiday Shopping Survey, which looks at consumer intentions as the holiday shopping season approaches. The findings from the survey will be especially useful to brands trying to tap into consumer thinking and spending after months of economic uncertainties due to the coronavirus.
The survey reveals that jobless claims aside, 53% of Americans still plan to spend the same amount of money on gifts as they did in 2019 and 18% of respondents clai -
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Blog postPublic relations is one of the best ways to expose a business to new people and gain a bigger audience. To put it simply, it’s the way that businesses can communicate with people. PR isn’t just for the companies that are undergoing a crisis in the public’s eye, and then have to make their businesses […]
The post Using Public Relations as a Force Multiplier for Growth appeared first on .
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Blog postWhat is a Public Relations Voice? A company’s PR voice is the particular personality and style that it takes on while communicating with the target audience. The choice language used with the public, phrases, stylistic choices, and the personality traits are all combined to create a PR voice.
This is then applied through all the channels where the company communicates with the public, such as social media posts, newsletters, and press releases.
Having a distinct PR voice mean -
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Blog postThere are a countless number of promotional tools and strategies that can make an ICO successful; however, one of the most effective ones has been public relations. Additionally, there are plenty of ways that an ICO can be promoted through public platforms – through blog posts and articles, to speeches at conferences, to pitching the […]
The post ICO Public Relations: PR Agency Strategy for Initial Coin Offerings appeared first on .
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Blog postFintech companies spend months, or even years, creating and developing a product that’s going to be able to solve a very complex financial issue. This solution could benefit thousands or millions of people, as long as it gets in the right hands. While the close friends and family of the people working at the company are spreading the news about the product through word of mouth, it’s not enough to help the business scale.
Many of the people that work in fintech companies also don’t th -
Blog postToday’s reliance on social media platforms to search and shop by all generations continues to shine a light on every social media marketing phase. Somewhat forgotten, however, is the collective impact that’s resulted and which requires a team effort to achieve success.
Why is this important? Unifying the process eliminates some of the chaos caused by having to follow up with others in the chain, tracking “to-dos” and checking approvals. There will be less second=guessing and less trac -
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Blog postBusiness owners, as well as marketers, are constantly looking for ways to improve and are always prioritizing the newest trends to promote brands and corporations. It’s essential for any business looking to remain a relevant competitor within their own industry, because anyone that doesn’t adapt to all of the changes soon is not going to […]
The post Growing a Business With 2020 Marketing Trends appeared first on .
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Blog postOne of the most important goals of a marketing team is to be able to create a unified brand across all of the touchpoints and stakeholders. Due to the prevalence of digital outlets, there have been many new platforms where marketing teams need to cover and make sure that all of the messages are unified. […]
The post Creating Unified Brand Strategies appeared first on .
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Blog postWith some states loosening up COVID-19 restrictions, what lies ahead for merchants and marketers? What changes, if any, in strategy, services, and technology do they need to employ?
Earlier studies revealed that many consumers who began relying on digital platforms for searching and shopping when the pandemic was declared intend to do so after it’s over. Forrester Analytics decided to dig deeper into consumer attitudes in a May survey of nearly 1,100 adults in both the U.S. and Canada -
Blog postWhen Wendy’s announced that they would be launching a breakfast menu earlier this year, many people thought, “Why?” There were many reasons for doubters to speak out. First, the fast-food breakfast market is already extremely competitive, with most nationwide and many regional fast food brands already offering breakfast menus, so the market is fully saturated. […]
The post Wendy’s Winning With Breakfast Audacity appeared first on .
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Blog postThere are plenty of things that go into successful local marketing campaigns, but we managed to boil them down to the few most important ones that businesses should be focusing on. Between research and insights from industry experts, up-to-date and accurate business location data is one of the key elements for a local marketing campaign.
This means that businesses first have to assess the details of all local data points, including the name of the business, the address, the business h -
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Blog postThis year, with the state of things, due to the pandemic, the event marketing industry, as well as other global events, have undergone significant changes. With social distancing as the main rule around the world, brands can’t take advantage of in-person events to sell and market their products. Additionally, with everyone staying at home due […]
The post Virtual Event Marketing appeared first on .
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Blog postAs a polymath, or someone who knows a lot about a number of different things, one of Ahmed Mostafa’s most notable quotes goes, “It’s not the s… we face that defines us, it’s how we deal with it.”
Companies that conduct ineffective PR campaigns usually pay a steep price, not to mention bad reputations. Most faux pas are self-inflicted and could have been avoided with some forethought.
Sensitivity to people’s fears and being in tune with those feelings play an important role in -
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Blog postIf there’s a silver lining to be found in COVID-19, it’s come in the form of opportunities for direct-to-customer sales. Not only have consumers flocked to digital platforms to search and shop, but studies have shown that most expect to continue doing so after the pandemic is over. A March to May 2020 survey by […]
The post Boost DTC Sales using Public Relations appeared first on .
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Blog postThere are plenty of public relations tactics that can help a campaign be very successful; however, there are certain surefire ways that a public relations campaign can really thrive. These tactics can really drive results and make a business’s PR campaign be extremely successful, and by following them, can lead to a lot of growth for a business.
Content Marketing It’s been said time and time again because it remains true: content is king. However, content marketing isn’t all about dir -
Blog postWith so many marketers using storytelling to engage their audiences, how do brands stand out among the competition? Humor is one way. Not only are consumers wired to read and listen to stories, but they’re also highly receptive to humor because it grabs attention and makes the brand more human. Consumers have a lot more […]
The post Storytelling That Stands Out appeared first on .
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Blog postGIF’s have become powerhouses on social media, generating responses that make it worthwhile to incorporate them in communication activities. With 2019 seeing an explosion in visual content, employing looping visuals allows marketing and communication pros to send messages in shorthand.
Used prudently, GIF’s provide a unique opportunity for a PR specialist to connect brands to their target audience, increase engagement, and make a brand’s message more relatable.
Nonetheless, ma -
Blog postToday, media coverage is an important metric in assessing the success of marketing and communication initiatives. Regardless of the social media platform on which content is relayed, getting the right media coverage brings satisfaction and pride to marketers.
Despite media coverage being key, achieving the required result requires some effort and the right strategy. Since media coverage isn’t a one-and-done exercise, several strategies go into achieving the right coverage and using th -
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Blog postDelivering stores to radio, television, and online audiences through live coverage, SMT has become an important public relations strategy that helps an audience to have a behind-the-scenes understanding of a brand. At the same time, live interviews are the most cost-effective approaches to engage with important audiences around the globe.
Used by non-profit organizations, PR agencies, and other institutions, the earned media technique has been an important path toward making authoriti -
Blog postConventions have become one pillar of the rapidly expanding pop-culture marketplace. What began with a relative handful of science fiction and fantasy literature fans has exploded into an annual international phenomenon.
Millions gather at conventions across the globe, coming to mingle, to meet, and to rub shoulders with their pop culture heroes from the cast of classic Sci-Fi TV programs to the latest hot comic book or game creators.
More than anything, the gatherings served
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