As marketing budgets grow, much focus has been on digital marketing for owned and paid media. But as consumers become fatigued with advertising and brands discover massive areas of waste in their spend, the time is ripe for communications teams to expand marketing’s focus on earned media.
If marketers are unable to appropriately measure the results of their efforts, how can we continue to justify marketing spend on content?
It’s 2018: Do you know where your marketing campaigns are focused? Chances are the answer is Facebook. But becoming overly reliant on Facebook marketing techniques isn’t simply keeping up with the times — it’s lazy.
Everyone who sits at a poker table puts on a poker face. That’s not to say players try to look as blank as possible — in many cases, it’s quite the opposite. By adopting a specific persona, players encourage their competitors to make decisions on the basis of that attitude.
Transparency is key when it comes to successful marketing. A 2016 study from Label Insight reveals that nearly 40 percent of consumers […]
If you’re not seeing returns from your micro-influencers or brand ambassadors, it’s likely that your brand is doing something wrong.
The concept of “fake news” is anything but novel. In the 1890s, it was called yellow journalism and was a tactic designed by greedy newspaper publishers to sell more newspapers using scandalous (and not necessarily true) headlines.
There’s a new trend in the creative world — more companies are building their own in-house teams for a range of creative work that used to be assigned to external agencies.
Analytics has opened up an entirely new world to marketers, sending many down the data rabbit hole. The numbers seemingly tell us what does and doesn’t work, but these metrics only answer a yes or no question: Are people engaging?
What’s missing is the why behind consumers interacting with a piece of content.
Could cross-channel reporting usher in a new way of doing PR measurement in the digital era? Read on to find out.
Here are five highly important tenants of good PR that should help everyone use any media database more effectively and ensure that the relationship between comms professionals and influencers is mutually beneficial.
Cision, CMO, Chris Lynch discusses the Opportunity for Communicators: Insights on Social Journalism in a new video.
Of the three pillars of the marketer’s media mix — paid, owned and earned — earned media can be the most challenging to measure.
Refreshing your corporate image is sometimes necessary to inject fresh energy into your brand, as well as get people to see it with renewed interest. But you should never refresh your corporate image just for the sake of doing so without careful research.
As the digital realm expands and becomes increasingly complex, many modern-day marketing departments are dividing themselves into multiple specialized teams.
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Thought leadership and communications strategy for the C-suite written by the C-suite.
A blog for and about the media featuring trends, tips, tools, media moves and more.