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In the Name of Purpose: What Core Purpose Drives a Business?
Ronn Torossian
NOVEMBER 11, 2019
The term “brand purpose” was designated by the Association of National Advertisers as the Marketing Word of the Year in 2018.
Ronn Torossian
Strong Audience Persona Can Boost a Marketing Plan’s Effectiveness
Ronn Torossian
SEPTEMBER 13, 2019
When pushing out content that potential customers of a brand will see, how much thought are you putting into the message? Sure, there is the part of the process that involves writing copy — but what sort of voice does this copy have?
Is the Influencer Era Over? The Rise of Fake Followers
Ronn Torossian
SEPTEMBER 4, 2019
According to new research from cybersecurity firm Cheq, the rise of influencer fraud now has a price tag: a whopping $1.3 billion. As per the brand protection agency, at least 15% of all influencers’ followers have been found to be fake.
Digital Marketing Success Takes Time: Tracking Progress for the Long Haul
Ronn Torossian
NOVEMBER 4, 2019
As with any other project, success in a digital marketing campaign can take some time to gain traction and show results. It’s important to exercise patience with marketing campaigns, as acting hastily can signal the wrong message to consumers.
Harness the Power of Influencers and Advocates
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Learn how to find and use influencers and advocates to gain buyer's trust on your behalf.
This is How Brand Marketing Will Thrive in 2020
Ronn Torossian
AUGUST 12, 2019
Brand marketing is a hot topic of conversation among marketing professionals. As the traditional norms of marketing give way to the all-out blitz that is digital marketing, it’s beneficial for brands to do their best to look ahead and try to anticipate what’s coming.
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The New Breed of Aspirational Marketing
Ronn Torossian
OCTOBER 31, 2019
Until recently, the idea of a tastemaker or an influencer was centered around the idea of what could be. Often, content posted by influencers was so out of reach for the average consumer that it mostly served to make onlookers feel bad about themselves.
The New Breed of Aspirational Marketing
Ronn Torossian
OCTOBER 31, 2019
Until recently, the idea of a tastemaker or an influencer was centered around the idea of what could be. Often, content posted by influencers was so out of reach for the average consumer that it mostly served to make onlookers feel bad about themselves.
Essential Skills Every Marketing Professional Should Always Be Improving
Ronn Torossian
OCTOBER 4, 2019
In any profession, there are countless opportunities for continuing education. And rightfully so — every industry is constantly evolving and requires new things from those that work in them.
Crisis Management and Communications Go Hand-in-hand
Ronn Torossian
OCTOBER 28, 2019
In an earlier article the discussion focused on the importance of convincing senior management about the need for crisis management and communications. The two go hand-in-hand and must stay together.
Top 15 Free PR Ideas to Grow Your Online Business
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You've got a great idea, you've built your killer team, and you've maybe even gone through the first round or two of funding.
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Behave Like a Nonprofit
Ronn Torossian
OCTOBER 27, 2019
They say nonprofits should think and behave more like for-profits but what if the paradigm was turned upside down? One thing top performing nonprofits do better than a lot of companies is stewarding their donors.
Everybody Loves A Traffic Jam
Ronn Torossian
OCTOBER 24, 2019
That’s not something to look forward to while crawling along in rush hour traffic when heading home or to the office. But for companies doing business online, a traffic jam is a completely different, and much more desirable, thing.
Photography Matters: Why Investing in Quality Photos Boosts Marketing
Ronn Torossian
JUNE 5, 2019
Sandra is a small business owner. She runs a small coffee shop near the beach that also doubles as a yoga studio. It’s the perfect combination of relaxation and a quiet work environment, and she enjoys catering to wellness-minded individuals.
How Savvy Marketers Find Opportunity Everywhere
Ronn Torossian
OCTOBER 20, 2019
Today’s digital marketing environment can be a bit intimidating for those who are unfamiliar with how to tackle so many different options for where to reach consumers.
Startup Woes: How to Stay Organized with a Startup Marketing Strategy
Ronn Torossian
MAY 29, 2019
It happens quite often in startup culture. Brainstorming sessions happen, and countless bright ideas are conceptualized and developed. Too much of a good thing is never bad, right? Well, not quite.
News Analysis or Viral Marketing? Staying Relevant in PR
Ronn Torossian
OCTOBER 1, 2019
Within the public relations industry, staying relevant and fresh can present an ongoing challenge for businesses looking to improve their image. Staying relevant often means tagging along with current headlines or new stories as they fit the brand, but is there such a thing as “selling out”?
The Productivity Challenge: Are Convenience Apps Making Us Less Productive?
Ronn Torossian
OCTOBER 17, 2019
Today’s workplace culture is all about productivity and the practice of increasing it. Anywhere you look, countless new apps promising to slash distractions and increase your creative energy are just waiting to steal your attention away.
Does Artificial Intelligence Have a Place in Public Relations?
Ronn Torossian
FEBRUARY 25, 2019
The term “artificial intelligence” may call to mind more imagery of robots than useful algorithms. Like it or not, artificial intelligence, or AI, has become an integral part of today’s society.
Email: Past, Present, and Future
Ronn Torossian
OCTOBER 15, 2019
Marketers who rely on using emails to connect with customers will be pleased to know that a recent study reported that email usage in the U.S. is expected to continue growing.
How to Launch a Successful Podcast
Ronn Torossian
AUGUST 9, 2019
So you’ve heard the hype about Podcasts, and think you’re ready to start a podcast for your brand. As you plan your plan of attack, here’s some tips to ensure you make the biggest splash possible on your launch week.
SMS: Long or Short?
Ronn Torossian
OCTOBER 14, 2019
Famed author Mark Twain was once quoted as saying, “I didn’t have time to write a short letter, so I wrote a long one instead.” Strange? What Twain meant was that it was easier to blab on and on rather than to be direct and succinct. What Does This Have To Do With SMS? When […].
Working with Influencers to Boost Marketing Reach
Ronn Torossian
OCTOBER 10, 2019
Influencer marketing seems to be all the rage among brands today, and for good reason. Influencers are aptly named because they have exactly that: influence over consumer decisions.
What Customizable Marketing Means
Ronn Torossian
OCTOBER 9, 2019
It’s true: consumers now have more choices than ever when it comes to receiving advertising or marketing. In fact, the idea of tailoring content to a consumer’s behaviors or preferences is proving to be more effective than ever. And it makes sense, doesn’t it? Think like a consumer for a moment.
Help is More Than a 4-Letter Word
Ronn Torossian
SEPTEMBER 11, 2019
The help link on your website can do a lot more than answer questions. Done properly, it can generate more leads and business to you. Some customers aren’t ready or just don’t want to talk directly to a representative. Help can also be an asset.
Essential Skills Every Marketing Professional Should Always Be Improving
Ronn Torossian
OCTOBER 4, 2019
In any profession, there are countless opportunities for continuing education. And rightfully so — every industry is constantly evolving and requires new things from those that work in them.
Do You Have a Pre-Crisis Checklist?
Ronn Torossian
JANUARY 31, 2019
Crisis communications is a key aspect to public relations. Crises will come, and, usually, they will come unexpectedly. But that doesn’t mean you should not be prepared. In fact, if you want to achieve the optimal resolution to any PR crisis, you need to have a plan in place before the crisis erupts.
Look Both Ways Before Crossing
Ronn Torossian
SEPTEMBER 26, 2019
In today’s fast-paced world, it’s becoming more and more difficult to not be exposed to a major disaster or tragedy somewhere in the world.
What Your Degree in Public Relations Will- and Won’t- Teach You
Ronn Torossian
SEPTEMBER 24, 2018
Whether you’re a first year PR student, third year engineering whizz considering a career change, or recent graduate weighing your options, a career in public relations has appeal.
How Artificial Intelligence Can Be Implemented into Even Simple Marketing Strategies
Ronn Torossian
JUNE 17, 2019
A customer logs in to her Facebook account and pulls up the business page for a boutique clothing store that she’s been seeing frequent advertisements for. Sometimes, she’s a bit creeped out by how well the social media algorithms seem to know her.
SEO in 2019 [Guide]
Ronn Torossian
SEPTEMBER 23, 2019
Noted author Mark Twain is said to have given that response after a U.S. paper printed his obituary while he was in London travelling. Some marketers have also been saying the same about search engine optimization or SEO in spite of the fact that companies invested $72 billion on it last year.
Public Relations Job Titles
Ronn Torossian
SEPTEMBER 20, 2019
“What’s in a name?” Shakespeare was quoted as posing that question in mentioning a rose in his classic and popular play Romeo and Juliet. However, when it comes to public relations professionals who fulfill many responsibilities, there are volumes of titles being used to define what they do.
Is Your Marketing Myopic?
Ronn Torossian
SEPTEMBER 18, 2019
The prevalence of myopia or nearsightedness in the worldwide population ranges from a low of 20% in the U.S. to as high as 90% in parts of Asia.
Lessons to Learn from Spotify’s Marketing Strategy
Ronn Torossian
SEPTEMBER 16, 2019
It’s always fascinating to take a look at how a brand is marketing to us as consumers. For marketing pros, looking at advertisements or seeing branded content may be more detailed than the average consumer.
Thinking Like a Consumer Will Win the Marketing Game
Ronn Torossian
SEPTEMBER 9, 2019
A cursory Google search for “marketing tips” yields a predictable number of articles promising the secrets to effective marketing and the best practices for winning the marketing game for a leg up above the competition.
Expanding beyond your niche audience
Ronn Torossian
AUGUST 4, 2019
Building up a niche audience is often the key to success for many brands. Even so, sometimes it becomes important to expand your brand beyond its initial niche. Introducing your brand to a more global audience carries the obvious benefit of expanding your business and reaching new customers.
Do We Still Need Flyers?
Ronn Torossian
SEPTEMBER 6, 2019
In today’s fast-paced world of social media, is there still a need for flyers? It all depends on who your demographic is, how you utilize the flyers, and what kind of flyers you use: printed or digital. Used wisely, flyers can still make a positive difference in your sales results.
Can You See Me Now?
Ronn Torossian
SEPTEMBER 1, 2019
Depending on which study you read, 63% to 75% of the world’s population have mobile phones. That’s a range of 4.7 billion people globally! Either way, it’s a massive number that PR and marketing people can’t ignore.
4 Modern PR Skills Worth Mastering
Ronn Torossian
FEBRUARY 27, 2019
Public relations is changing, for the better, in many interesting ways. Using today’s technology, we have better ways to plan campaigns and measure the results. We also have more channels to connect with customers.
How Digital Marketers Can Unplug in a Plugged-In World
Ronn Torossian
AUGUST 29, 2019
Listen, we get it. We live in an age heavily, perhaps even slightly unhealthily, reliant on technology.
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