Vladimir Stupnikov
Why and how to use augmented reality to boost marketing efforts
To grab more attention in 2020, wow your audience with immersive, interactive technology that makes your products pop off the page.
Measurement
Ted Kitterman
Mobile marketing drives digital ad spending
As advertising on traditional channels like TV, radio and newspapers declines, many brand managers are turning to the internet for a new audience—specifically mobile phone users.
William Comcowich
Study: Most organizations lag in embracing data analytics
The McKinsey Global Survey finds an uptick in the deployment of data in business decisions, but often that’s an isolated event, rather than a consistent protocol. Comms can play a major role.
Beki Winchel
Macy’s to lay off 2,000, Spotify podcast listening grows 200%, and Cathay Pacific furloughs 27,000
Also: Olive Garden offers a bready bouquet, YouTube touts its $15B advertising haul, reputation measurement guidance, and more.
Naimul Huq
How and why you should be measuring reputation in 2020
Consumers are choosing everything from cars to chicken sandwiches based on corporate values. Understanding an array of customer personas can guide tactics for landing and keeping them.
Beki Winchel
Goldman Sachs issues diversity challenge, 23andMe lays off 100, and Sonos chief apologizes after backlash
Also: Baskin-Robbins receives delicious PR from a viral video, the limits of voice search, Express to close 100 stores as it restructures, and more.
Ted Kitterman
What is PR’s unique value for today’s company?
With all the changes in the last decade—from the rapid rise of social media to the slow demise of local newspapers—how can PR pros make their case for bigger budgets?
Beki Winchel
Instagram drops IGTV button, public speaking tips from MLK, and how consumers get news from social media
Also: Sainsbury’s wins Twitter with Beyoncé tweet, Walmart and others get kudos on sustainability, brands cash in on big NFL game day, and more.
Melissa Burns
7 tactics to make the most of pay-per-click marketing
Despite a pivot toward content marketing, PPC can be cost-effective and quite successful—if you know its particulars. Follow these guidelines to save yourself money and undue aggravation.
Katy French
9 keys to measuring content marketing success
Start by establishing what, precisely, you want to achieve. Then, identify specific KPIs, track your progress, and don’t be afraid to tweak tactics on the fly.
Jonathan Rick
Before quoting a price, specify what the client really wants
Semantics matter, especially with regard to professional dealings. If a prospective business partner mangles the nomenclature, it’s your job to clarify—or lose out on an opportunity.
Katie Delahaye Paine
How to show top bosses your value
Regardless of scale, at every organization it’s crucial that every endeavor have merit. Finding viable metrics can be tricky, though. Try this approach to getting in sync with execs and proving your worth.
Pete Herrnreiter
Why today’s SEO requires a three-pronged approach
As search engine algorithms become ever more sophisticated, the old tricks no longer cut the mustard. Integrate PR, website design and savvy social media efforts to rank your brand higher.
Ted Kitterman
Infographic: Tips for making the most of Google Analytics
How are you using Google’s traffic monitoring platform? Here are some steps to help you make the most of this free resource.
Michelle Garrett
What lies ahead in 2020? Predictions from 20 industry experts
Were scant days away from a nascent decade, and key voices have salient insights to offer. What’s ahead for storytelling, the ‘trust gap’ and the vexing matter of ROI measurement?
