Just this last week there were several articles in the news about the value of measurement and analytics. These are just a few of the stories published recently: Forbes: Data Science is the Key to Marketing ROI. This year alone, the U.S. is projected to absorb a shortfall of 190,000 data scientists — and that’s not even counting the 1.5 million more analysts and leaders … [Read more...]
B2C Influencer Trends in 2018
(78%) of respondents to the Linqia survey reported that influencer content either outperforms their brand-created content (51%) or matches it (27%) in performance. However, the big challenge is still measurement and showing ROI. According to this survey, 75% say they struggle to measure the results. This could be because of the preference for engagement metrics rather … [Read more...]
3 PR Trends to Watch in 2018
'Tis the season – predictions are the order of the day and the PR industry is no different. Here are my picks for the top 3 PR trends in 2018. Content strategy The number of brands that consider a content strategy effective in raising revenue increased from 74% in 2016 to 83% in 2017. (CMI.) However, only 31% have a documented strategy. It should come as no surprise then … [Read more...]
Earned Media Outperforms Paid in Demand Gen
According to a recent Demand Gen study B2B marketers are looking for new ways to drive demand, increase brand awareness and bring more prospective customers into the funnel. Earned media is growing more and more appealing to these companies, as the price of paid efforts increases. Working with Cision, Demand Gen found that 79% of marketers are prioritizing earned … [Read more...]
Why Quality Content is the Foundation of SEO
It always surprises me that a company will happily pay for design and programming, but not for content. Take a look at the ads for writers and content creators. On average, the pay scale is dismal compared with design and programming. Don't get me wrong, you definitely need good design and programming. Without that you don't have a site or a blog. But you also … [Read more...]
