The two goals every company has are increase sales and reduce costs. Increasing sales depends on a consistent flow of people interested in your product or service. In the past the sales funnel was fairly straightforward - get qualified leads, and convert them to customers. The Internet changed that. Now the public has access to a wealth of data about products and … [Read more...]
5 Digital Trends That Affect PR in 2016
Traditional and Digital PR are rapidly converging. A new Holmes report lays out five areas where digital changes are likely to intersect with, and have an impact on, Public Relations this year. 1. Earned vs Paid Content: Publishing content is one of the core aspects of Digital PR. In December 2015 the FTC laid out guidelines for paid content in an effort to prevent … [Read more...]
6 Areas of Digital Marketing & PR Transformation
Goals for publishing brand content A new study from Skyword and Researchscape International found that the majority of enterprise marketers have yet to take all of the steps necessary to set their departments up for success. There is no doubt that we're seeing a change in how the public responds to brand content. "This dictates a shift in mindset from pure product … [Read more...]
Corporate America Looks to PR for Digital and Social
It would appear that the corporate pendulum is swinging away from marketing as the place for social media to PR. More than half (51%) of marketing and advertising execs polled in November 2015 said the PR team is best suited to handle social media activity. This is up from 39% in 2013. Only 28% picked the marketing department. (Study by The Creative Group.) It … [Read more...]
Measuring Public Relations ROI
The way we measure the ROI of PR is changing - at last. Hopefully we may yet see the end of AVEs and start to see PR actions tied to business goals. We have the tools to track activity from PR content all the way through to conversion. It's up to the PR community to embrace these changes and learn the digital skills required to analyze and report this kind of … [Read more...]
