Marketing

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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.

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How Mondelez International Fostered Creative Thinking Using a Nimble, Cross-Functional Team

August 22nd, 2017 by

Everyone talks about spurring creative thinking and being nimble. Mondelez International found a way to do just that as it created its millennial-inspired snack line Vea. We spoke to VP Marketing Jason Levine to find out how they did it.