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.
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?
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.
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.
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.
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.
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.
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.
How are you using Google’s traffic monitoring platform? Here are some steps to help you make the most of this free resource.
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?
Much has been made of financial literacy and business prowess, but what specific skills are industry leaders talking about? A study picked Page Society members’ brains for a consensus.
Also: Marketers puzzle over which tactics yield peak ROI, Hostess debuts Twinkies cereal, and a solo PR practitioner shares a peek behind the curtain.
Don’t waste your time on fluffy stats that don’t drive business results. Instead, track email subscriptions, dwell time and lead generation.
Communicators must embrace their role as strategists, storytellers and scientists to succeed. Data is at the heart of it all.
The enhancement to the increasingly popular video site gives brand managers a way to gauge the traction their posts get. Here’s what you need to know.
