Marketing

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Social Marketing Spending to Jump 71% by 2023

April 3rd, 2018 by

What talents and skills are CMOs looking for when they’re hiring was just one of the areas covered in the extensive quarterly survey of 360 for-profit CMOs produced by Christine Moorman of Duke University in collaboration with Duke’s Fuqua School of Business, Deloitte and the American Marketing Association. The survey had much to say about social media marketing and predicts continued budget growth.

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What Brand Communicators Could Learn at SXSW

March 19th, 2018 by

There’s much to see, hear and do during the 11-day marketing cavalcade known as South by Southwest (SXSW), which ended Saturday evening. Beyond the celebrities, glitz and music, what can a brand marketer take away from the multi-level experience? David Wolpert of Bell shares some of the trends and lessons he learned during his trip to Austin, Texas.

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Marketers Know Ads Near Fake News Can Hurt a Brand But Seem Reluctant to Change Things

February 20th, 2018 by

With the indictments of 13 Russians and 3 companies last week in the special investigation into foreign meddling with the 2016 U.S. presidential election, the topic of fake news on social platforms is likely to dominate the news this week. A survey from The Conference Board takes a slightly different view of the issue, asking marketers about advertising near fake news stories.

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Home/Personal Technology Dominates Most Memorable Product Launches List of 2017

January 9th, 2018 by

Communicators wonder if their messages resonate. You hope great content will impress, but human memory can be fickle. Memory also is far from infinite, the 16th Annual Most Memorable New Product Launch survey shows. What propelled the new iPhone to be the most memorable product launch of 2017?

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How SAP Uses Content to Boost ROI From Events

October 24th, 2017 by

Brand communicators may be leaving much on the table if they fail to think strategically about how to leverage the ROI from events to provide content for marketing and sales. SAP’s Amisha Gandhi, who heads the brands work with influencers, provides a chart to show you how to do it.

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Memo to Brands: Use Social Media to Spread Your Culture, Not Sell Products

October 17th, 2017 by

Mitsubishi VP Adam Snyder has a modestly radical proposal for brand marketers: use social media to make people aware of your culture and values, post sales pitches elsewhere. Snyder’s approach has an historical perspective. Will marketers heed his words?

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How the Nature Conservancy’s New CMO Mixes Intuition and Analytics

October 17th, 2017 by

How does one go from marketing Disney films and media to Mother Nature? That’s the journey The Nature Conservancy’s new CMO Richard Loomis is taking. We asked him about the best advice he’s received, his influences and trends he’s noticed. Of course we asked him to compare Disney and The Nature Conservancy.

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PR Pro or Communicator? New PRSA Chair Blasts Nomenclature Debate

October 10th, 2017 by

It was much ado about nothing when PRSA’s board debated amending its bylaws to include the word “communicator” as opposed to just “PR practitioner.” The incoming PRSA chairman scotched the argument and said not one CEO is interested in it.

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How PR Pros Can Help Their Brand’s Job Application Process

October 5th, 2017 by

Does the process of applying for a job at your company align with the brand message that you are crafting to attract customers? It should, as research shows those who have a positive interaction with your brand will remember it. Applicants who have a bad experience with your brand’s H.R. process also are likely to recall it. Here are some ways communicators can help H.R. provide job seekers with a positive brand experience.

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How to Send Your PR Team Back to School Without Leaving the Office

August 22nd, 2017 by

A professor of marketing provides insight on how to improve the communications skills of your team by using classroom assignments meant to do the same for college students.