Quick Tips


    At the recent ad:tech conference in New York, top-tier marketing executives from leading firms sounded off on the state of the industry, dishing out astute tips that could be a windfall of wisdom for PR professionals looking to increase their effectiveness when planning and launching campaigns.

    On the problem of developing reliable metrics, all the panelists involved in the “Brand Nation: Leading Marketers Share Their Vision” session agreed that this is the bane of everyone’s existence but there could be resolution at the end of the rainbow.  Daina Middleton, director of global advertising and interative marketing for Hewlett Packard and Mark Fogelberg, ANA director of communications and content, offered up these musings:

•    “You have to have standardization across all the activity you’re doing. If you’re building assets, you better know what your metrics are," said Middleton.

•    On the value of SEO marketing, Middleton was even more effusive: “In the old days, we spent all of our money to get campaigns out the door. Today we should reserve some funds, get insight into what we’re doing, analyze it and make adjustments as you go along…[For instance], we use search to measure our PR activities. We never did that before. Make sure your press release is search optimized.

•    On a very interesting change in the consumer/marketer relationship, Fogelberg maintained that “the CMOs of our largest marketing companies say consumers need to be advocates of their brands: They need to love it. If you’re a consumer and you can help marketers sell their targets [via social media or other online platforms], you become a trusted partner.”—Iris Dorbian

Comments Off



Deals of the Week

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

Use code “150” at checkout to save $150 o the regular rate.

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.