Creating multiple opportunities for guests to get on their social media feeds and talk about you organically is key to engagement. Continue Reading →
Originally posted on Forbes.com.
PR sometimes gets a bad rap for being a spin cycle. I like to look at it a different way. Public relations, like all communications disciplines, has been marked by standards, strategies and tactics that roll along and change over time. Sometimes they even spin full circle, taking us on circuitous detours on the way to ending up back where we were.
How Lifestyle Publishers Can Engage Millennials
Now, let’s explore how a leading digital lifestyle publisher—Thrillist—stays relevant to their massive millennial readership by emphasizing the following.
Acquisition Marketing: Tie Customer Profitability with Lifestyle Targeting
(The Financial Brand, 16.03.16)
Of course you’ve heard the bromide that 20% of your customers produce 80% of profits? Some might even argue that the ratio is closer to 10% and 90%. However you slice it, this raises some uncomfortable questions. What’s the most cost-effective way to get more of these profitable customers?
A Digital Marketing Tune-up Guide for CMOs
Happy 2016. Google Trends tells us we’re now a decade into the analytics revolution. Yet, a fall 2015 Association of National Advertisers survey reports that only 10% of senior marketers feel they effectively use customer insights to improve performance. Why?
Four Ways to Make Your Marketing More Shoppable
(Marketing Week, 11.01.16)
Net-a-Porter, House of Fraser and The Guardian are linking the online and offline worlds to engage with their customers more effectively. We look at the key ways brands can make the most out of shopper marketing in 2016.
“If branding is ultimately about the creation of human meaning, it follows logically that it is the humans who must ultimately provide it.” —David Aaker
IDG Unveils Corporate Branding Campaign, Designed to Move Tech Media Company from a ‘House of Brands to a Branded House’
(Talking New Media, 17.03.16)
The technology media company IDG, today unveiled a first-ever companywide branding initiative, designed to present a unified message to global marketers about the company’s brands such as CIO, Computerworld, Macworld and PCWorld. The effort’s tagline is “Insights, Intent & Engagement” and involves both internal and external marketing initiatives.
When JWT’s global spokeswoman filed a discrimination case against her own agency this month, parent company WPP quickly issued a statement saying its internal investigation had found no evidence that the claims were true.
How Big Data Is Revolutionizing Corporate Training
Today’s businesses often invest heavily in analytics tools, staff and expertise, and this contributes to the fact that big data is quickly becoming the basis of many corporate decisions. The data, however, must be properly structured and analyzed in order to be used by corporations for decision-making purposes, and ideally it will be timely information.
Is B2B Content Engagement Heading in the Wrong Direction?
Sometimes more is truly less. When it comes to the state of B2B content marketing and engagement, this proverb is on the mark. According to a recent study by Track Maven, one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%.
“Dispirited, unmotivated, unappreciated workers cannot compete in a highly competitive world.” —Frances Hesselbein
Lackluster Email Performance? Try These Tips
Email marketing is still a great way for publishers to drive engagement and conversions with their brands. Yet there’s a lot publishers can do to optimize their strategies. Email isn’t a build-it-and-forget-it platform. You should be constantly experimenting with ways to improve and manage your lists, value propositions and content and design, to name just a few areas. Here, we offer a ton of solid advice and recommendations from Anna Rawling, VP of digital engagement and retention at The Economist, and Phil Barrett, SVP at Purch, a content and commerce network of sites across consumer tech, lifestyle and entertainment.
5 Ways to Make Marketing More Strategic
(Customer Think, 29.02.16)
As marketing departments are taking a bigger role in customer experience management, a more holistic perspective will allow your company rise to the top of the field. Supporting the entire customer lifecycle, for example, is a goal that most marketing organizations are still grappling with. Everyone acknowledges that customer retention is more cost-effective than acquisition, yet marketing tends to put the majority of its resources in awareness-building and sales conversion. Resources dedicated to post-purchase customer experience management tend to be repurchase campaigns and loyalty programs. There’s so much more opportunity to be reaped, and so much more nurturing that can be done, yet it’s not just a matter of throwing more resources at it, but rather, managing marketing more holistically through-and-through.
7 Ways to Attract Millions of People to Your Brand
Would you like to build a brand that reaches millions of people? Whether your brand is about you, your company, or both, you can draw the attention of millions of people. Depending on how you’ve positioned your brand, you can have a deep impact on society, help a ton of people and earn a fortune.
Why Inbound Marketing Is Essential in 2016
Inbound marketing is widely viewed as an effective means of brand promotion. However, it’s often viewed as a “nice to have” as opposed to a necessity. In 2016, that’s no longer going to be the case. Inbound marketing is now downright essential.
“It’s hard to target a message to a generic 35-year-old middle-class working mother of two. It’s much easier to target … to Jennifer, who has two children under 4, works as a paralegal, is always looking for quick but healthy dinners and ways to spend more time with her kids and less time on housework.” —Elizabeth Gardner
Our Company Needs You: The Rise of Employer Branding
(The Business of Fashion, 30.11.15)
With limited growth prospects on the horizon the industry’s battle for talent is intensifying — and companies are investing in employer brands in a bid to attract the best of the best.
Employee Happiness Is Key Predictor of Loyalty
(Bloomberg BNA, 23.11.15)
Tracking employee happiness can help employers determine which workers are most likely to leave the organization and how to get them to change their minds, according to a report released by Swedish-based employer branding firm Universum.
Enhance the Candidate Experience with Employer Branding
The latest buzzword in human resources and talent acquisition is the candidate experience. The candidate experience refers to the process a job applicant goes through to become an employee. The reason this is so important right now is that once the economy improved, it became a job applicant’s market. The days when a company could get someone way overqualified for relatively cheap are over. Now, candidates are in control and they’re flocking to the job market in record numbers. Many companies are finding it difficult to keep employees and to fill new positions. With candidates in control, they now demand more information to make a decision on whether to join a company or not.
The corporate culture at Jamba Juice is centered on their core values. Health and well-being runs through Jamba Juice’s veins. If you can actively engage individuals inside of a company to build a culture they want to live in, you have a much higher chance of being successful. Personal investment of the individuals of your company, helps move the culture and performance of the company as a whole ahead. There is a large shift in people who want to work for a company that they feel connected to. Using feedback to source your information first hand, you can capture the spirit of each employee, creating the benefits that not only provide a passion to their work, but a corporate culture that drives a happy and productive workforce.
“Employees who believe that management is concerned about them as a whole person, not just an employee, are more productive, more satisfied, more fulfilled.” —Anne Mulcahy