PR measurement can be a bit like a self-fulfilling prophecy. On one hand, it gets dinged for a lack of measurement. On the other hand, measuring some PR activities, like earned media, is far more challenging than other forms of...Read More
Like many American marketers, I didn’t pay too much attention to the General Data Protection Regulation (GDPR) until recently. However, the noise level grew so loud and so hysterical over the last six weeks, that, deadline notwithstanding, I could no...Read More
Consistency in content marketing is so important because everything else follows. If you are consistent, you are committed. If you are committed, you have someone dedicated. If you have someone dedicated, you build a process. If you have a process,...Read More
Most public relations professionals don’t think their functional namesake will accurately describe their work in the future. That’s according to the 2017 Global Communications Report, from the Annenberg School for Communications and Journalism at USC. The report found “87% of...Read More
There’s an old saying in marketing that half of the advertising budget is wasted, we just don’t know which half. Despite the maturation of digital marketing and web analytics, this remains a challenge. Some of the commentaries about commercials broadcast...Read More
Webinars have long been a staple of B2B marketing. There is an ample supply of industry statistics – alongside organizational data – that demonstrate why. For example, ON24, which provides technology for hosting webinars, says these online presentations are a top lead...Read More
PR has an increasingly important role to play in building out media platforms an organization owns – owned media. Why? As author and keynote speaker Dan Pink has articulated in his talks for the last 18 months or so, brands...Read More
Ask any PR or marketing pro with digital chops how a dynamic web has changed marketing communications and the answers are liable to boil down to ease, speed, volume and accessibility. These are all reasonable answers, but there’s one more...Read More
Is content marketing better than advertising? Brands are favoring content over ads, according to this piece by Broadcasting & Cable, which leads with one fairly recent study and references others: “Click-through rates on banner ads have already hit rock bottom,...Read More
An analysis of 12,000 webinars (mostly B2B) facilitated through the BrightTALK platform provides marketers with exceptional insight into webinar benchmarks: Webinar length. B2B webinars average 39 minutes in length, though attendees stay logged on for slightly less – 37 minutes....Read More
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