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Digital Transformation & Content Marketing Technology

Contently - Strategy

It’s no secret that technology is changing the very fabric of business today. In 2020, many businesses transitioned to digital-first strategies, including increased spend on digital advertising. The content marketing landscape is changing… and fast.

4 mistakes e-commerce marketers make when measuring ROAS

PR Daily

Most e-commerce businesses rely heavily on advertising to draw customers to their websites and, in the case of retargeting, remind them of past visits or past purchase intentions. Often, e-commerce businesses will use different marketing agencies to manage different channels.

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#14: What happens when influence outshines advertising?

NewsWhip

What happens when influence outshines advertising? As the CIO Bryan Pedersen leads MSL’s digital and innovation center of excellence that includes developing new offerings and tools, as well bolstering core capabilities like storytelling and influencer marketing. MARCH 26, 2021.

Digital Advertising and Public Relations, Part 5: Advertising Measurement

Shift Communications

In this series, we’ll examine the tools, techniques, and strategies of paid advertising as they apply to public relations work. Advertising Measurement. In this final part in our series, how do we measure our advertising? While most advertising systems offer built-in reporting, do we truly have a clear view of what’s working and what’s not? Let’s look at how to measure more thoughtfully. Measurement Pre-Requisites.

8 Innovations in Public Relations Technology to Watch

Sword and the Script

Vendors are giving us reason to be optimistic about public relations technology – from AI that will predict your pitching success to more tangible PR measurement and attribution. That experience sparked a keen interest in the space and also gave me an insider’s view of the market.

Campaign Recap: Advertising Week 2018

5W PR

Celebrating 15 years of bringing together the who’s who of the advertising and media ecosystem from all over the globe, this year’s Advertising Week boasted 4 bustling floors of activity over 4 days at the AMC Loews Theatre in New York. It is at Ad Week that leading brand founders, high profile CEO’s and digital marketers come together to discuss the key strategies that are going to move the needle to make advertising more impactful for consumers (1,216 speakers in just four days!)

Getting more specific with your PR measurement

PR Daily

Others say you should measure impressions and unique visitors—but some argue that those metrics are just a starting point. If the Barcelona Principles say we should be measuring outputs and outcomes instead of inputs, what are those outputs? Chad Latz, chief innovation officer and global president of digital for Burson Cohn & Wolfe, says the new tools available for measuring campaigns change everything. So, what should you measure?

PR and the Marketing Technology Skills Gap

Shift Communications

Keeping pace with the rate of change in marketing technology has become a full time job. Heck, just keeping up with the news is a challenge, never mind closing the gap on technological skill sets you need to execute effectively. So, how in this wave of ever changing technology do we keep our heads above water here at SHIFT? We started to notice the move towards more widespread marketing technology adoption in our client base in the last 18 months.

PR Measurement: How is Communications Proving Value?

Sword and the Script

A study shows PR and communications can improve measurement with a little more effort; here’s a look at the metrics most commonly cited Measurement and proving value is the top challenge facing PR and communications , according to the 3 rd annual JOTW Communications Survey for 2020.

What Communicators Need to Know About Measurement Right Now

PRSay

Here, Weiner, author of the just-published “ PR Technology, Data and Insights ” (Kogan Page), discusses acting on issues at the speed of business, combating misinformation and taking the first steps to measurement. . Measurement” is the most basic… it’s another word for “counting.”

Make PR Measurement A Priority

ImPRessions - Crenshaw Communications

New technologies are helping make the measurement of public relations results easier, less time-consuming and more meaningful. More PR agencies today are designating a measurement guru on its team to own analytics. Although many companies retain a PR firm to increase awareness, which at its most basic can be measured by volume and tone of coverage, PR can do so much more. Advance legwork can improve the odds of achieving measurable impact.

How behavioral marketing affects PR playbooks

PR Daily

Behavioral marketing aims to address that problem. What is behavioral marketing? Put simply, behavioral marketing is when a marketer targets leads or customers based on actions they take, rather than just the pages they view. Why does behavioral marketing matter?

Bringing PR Measurement Into the Digital Era

Cision

Read on to learn more about how PR can bring measurement into the digital era. The first step is to make the mental shift from just focusing on traditional PR metrics — like mentions, share of voice and awareness — to also thinking about digital metrics that are commonly used these days by different marketing channels. The presentation of metrics from different channels together is referred to as a “cross-channel” view of marketing performance.

How PR pros must adapt to new technologies

PR Daily

Industry practitioners looking to advance must be fluent with the latest technology, from social media to data and analytics. PR talent expert Jamie McLaughlin of JWM Talent shares how he sees the future of the PR role as new technology becomes more deeply embedded in companies and agencies.

Why We Need a New Way to Measure Earned Media

Cision

While those of us in marketing or PR are quick to applaud technologies that allow us to do more, reach more, or earn more, we don’t seem to have the same attitude about updating our measurement tools and processes. Take Advertising Value Equivalency (AVE), for example. Many public relations professionals continue to measure media exposure based on what the equivalent costs in advertising would be.

4 Ways to Measure Podcasting Success

Cision

Currently, brands like Acura, GE, Delta Airlines, Lexus and Prudential have shown confidence in the platform by purchasing advertising, but to keep its advertisers Slate will have to show the true performance of its podcasts. Downloads is one of the few numbers podcasters keep tabs on, but it shouldn’t be the end-all be-all of your measurement strategy. Look at visitors’ interactions with your website, technology used to get there and time spent on your site.

Everything is Measurable in PR

Shift Communications

Virtually everything in marketing, advertising, and PR is measurable. The statement, more accurately worded, is that not everything is worth measuring. It’s not worth measuring – but that doesn’t mean it can’t be measured. When people say that PR can’t be measured, what they’re really saying is that a measurement strategy wasn’t built into the plan. If so, then build measurement into your plan!

Pinterest seeks to woo advertisers and international users as IPO looms

PR Daily

Pinterest is aiming attract future stockholders by convincing marketing partners it can help them pin big profits with consumers. The Verge reported : Pinterest, which launched in 2010, primarily makes money by attracting advertisers to its platform, where users create boards in which they self-identify their interests and through which advertisers can try and sell them products. RELATED: Struggling to measure the success of your comms programs?

Why CEOs Should Invest in PR Attribution and PR Measurement

Onclusive

In recent market estimates, digital online and ad spending is expected to grow at approximately 11% per year through 2021. 1 Paid search, display ads, social media, online video advertising and email marketing will grow to 46% of advertising budgets 2. To optimize the ROI on digital marketing spend, CEOs, CCOs, and CMOs need to invest in PRTech , in addition to MarTech. So what does digital marketing growth have to do with PR?

Measurement Challenges: How to investigate new platforms

Media Bullseye

Pinterest, Instagram, Snapchat, Vine, Periscope…there are now so many different social platforms most companies don’t even try to market or do PR through all of them (and for most, this is a wise decision). So is it worth your time to investigate new technology and platforms? Advertising and marketing publications like AdWeek are also good. Measurement. Measurement Public Relations Social Media Feature

6 crucial digital marketing trends to follow

PR Daily

To keep up with the competition, communicators should stay up on data privacy, audience targeting and next-generation measurement techniques. Digital marketing is filled with opportunities for brands with the right mindset and technology. Next-generation measurement.

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Transparency and accountability in digital advertising: can P&G make it happen?

Media Bullseye

They are also one of the largest spenders in advertising, paying as much as $7.2 billion on advertising last year alone. So, it stands to reason that with a budget that large, there are two things that can probably be said about P&G: one, they are serious about advertising; and two, decisions they make about spending have the potential to reverberate across the industry—sort of like Walmart’s ability to affect the food supply chain when they make a change.

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How to drive brand loyalty through community-based marketing

PR Daily

advertisements per day, with a proliferation of digital media channels inundating consumers with branded content wherever they go, be it a Google search, social media platform, streaming service or even the gas pump. Bring your marketing efforts directly to their backyards. Marketing

Three Signs You Should Invest in Measurement Tools

Shift Communications

We talk a lot about measuring PR on this blog and as a reader, you know that not all PR tactics directly impact the bottom line. If you don’t already have measurement tools and dashboards in place, these questions commonly asked by clients and brand management alike can be a good indicator that it’s well past time to get started. Here are a few of those questions you’re likely to hear if you don’t have a measurement plan: “What is the real impact of a media hit?”.

3 Streaming Trends PR Pros Should Watch

ImPRessions - Crenshaw Communications

With advertisers taking notice of the growth, there’s been an uptick in brands adding streaming to their media ad spend strategy, resulting in more streaming-specific PR goals for adtech providers. The increase has in turn sparked new innovations in the technology. Streaming is booming.

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22 expert tips to help plan your 2022 marketing strategy

PR Daily

A round-up of solid advice from 22 top marketing pros to make your next year the best one yet. As we make plans for the new year, what marketing advice for 2022 should we focus on? It’s wild to me that so few marketers do this! Marketers don’t make meaning, people do.

Why you should already start evaluating your marketing strategy

PR Daily

For businesses, March also marks the end of the first quarter of the year and the perfect time to review the early results of your annual marketing strategy. As much as you would love to “set it and forget it,” marketing is something that needs to be routinely updated for the latest trends, data and effective tools. Here are five reasons from the web design firm 97 Switch on why you should constantly be revisiting your marketing strategies: 1. Measurable.

30 Pragmatic Marketing and PR Predictions for 2020

Sword and the Script

As I’ve done in recent years, I’ve asked a whole bunch of smart people for their marketing predictions or PR predictions for the next year. And now on with the marketing and PR predictions for 2020. 1) Marketing embraces sustainability. 5) Marketers will slow down.

How to Develop Meaningful PR Measurement

Waxing UnLyrical

“If you can’t measure it, you can’t manage it.” Odds are that you’ve heard someone say that PR can’t be quantified, or social media ROI can’t be measured, or that a media impression or social post generated an advertising value equivalent (AVE) of hundreds of thousands (or millions) of dollars. All of these statements are correct in their limited context, but are also misstatements meant to reconcile the difficulty of communications measurement.

PR measurement by valuing intangible assets–brand and reputation

Stuart Bruce

The GIFT report – produced by Brand Finance, CIMA (Chartered Institute of Management Accountants) and the IPA (Institute of Practitioners in Advertising) – is an annual study assessing the intangible assets of more than 57,000 companies in more than 160 jurisdictions around the world. They reflect the economic and technology trends in which organisations operate. If accounting is to give value it should learn to measure and report them appropriately.

Cruise lines embrace CDC restrictions amid government fight, P&G works to overcome Apple’s privacy measures, and eBay removes auction for art made in Japanese internment camp

PR Daily

” Remember to partner with your marketing and ad teams to better understand what insights can be revealed from these tests. MEASURED THOUGHTS. Procter & Gamble is working with a Chinese trade group to develop technology that sidesteps Apple’s privacy rules.

Why and how to use augmented reality to boost marketing efforts

PR Daily

To grab more attention in 2020, wow your audience with immersive, interactive technology that makes your products pop off the page. You might not create the next Pokemon Go, but you can certainly boost your brand by using this immersive technology.

5 Takeaways from the Salesforce State of Marketing

Sword and the Script

Marketers disagree on needs and metrics – but appear to be doubling down on s ocial media advertising and mobile marketing. That’s according to the new 2015 State of Marketing Report which Salesforce recently published. The company that coined the marketing cloud conducted the survey online in October and November 2015 an earned responses from 5,053 marketers around the globe. Marketers don’t agree on marketing’s most pressing needs.

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How Cision® Impact Measures Earned Media

Beyond PR

The measurement of earned media needs a change. While earned media is more influential than paid, because of the lack of measurement, paid media often receives the lion’s share of the marketing budget. For the first time ever, Cision is bringing to market technology that makes it possible for brands to measure the impact of earned media and marketing communications programs accurately. Why is Earned Media so Difficult to Measure? .

AirPR Acquires Content Marketing and Analytics Company; Changes Corporate Name to “Onclusive”

Onclusive

Today, I am pleased to announce that we have completed our acquisition of San Francisco based technology company, Ozmotik. The acquisition brings together AirPR’s industry-leading communications measurement solution with Ozmotik’s content marketing and analytics offering, creating a unified platform for companies to discover their most valuable earned media and to deliver it to its intended audience at scale. Measuring Reader Engagement and Brand Impact.

Expert advice for measuring the ROI of public relations

PR Daily

The last business software I evaluated wasn’t because of some advertisement. support of PR as the way to get the most bang for your marketing buck: Brands are built on what people are saying about you, not what you’re saying about yourself. Despite this advice, I know of many companies who would rather devote their entire marketing budget to advertising. For marketing people, advertising is easier to wrap their hands around.

Marketing Salary Survey Shows the Pandemic is Changing Hiring Trends

Sword and the Script

Annual marketing salary survey shows remote interviews and shorter hiring process have become the norm as a consequence of the pandemic The was a cartoon going around the business world a few weeks ago that asked “who led the digital transformation in your company?”

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A CRM with Real Analytics for Public Relations, M&A Report, Geoffrey Moore on PR Technology; PR Tech Sum: Propel, Burton-Taylor, Cision, Edelman and Onclusive

Sword and the Script

And now, here’s this month’s PR technology summary…. Most PR vendors try to serve as an email marketing tool, and they do a clunky job. Finally, it’s worth noting that Burton Taylor published a study earlier this year that estimated the market for PR software at about $4 billion. This means they can measure earned the same way they do paid or owned, and make more fully informed investment mix decisions.”.

Blogging isn’t Sexy but Done Well It Drives B2B Marketing Results [Study]

Sword and the Script

Nearly 80% of the 1,279 bloggers in the 7 th annual Orbit Media blogger survey say blogging drives some marketing results – and 25% say it draws “strong marketing results.” But here’s the insight: bloggers who write longer posts are also more likely to report strong marketing results.

B2B 141

5 technologies that will change how you do PR

Presspage

the importance of measurability. The other part is understanding the technological shifts that will change the world in the coming decades, and along with it, how you do PR. Recognizing and preparing for the emergence of these technologies now will be the difference between surfing the tech wave and being swept away as they break. Embrace the future of PR The incremental progress of technology often gives the impression of stagnancy.