Delta and Coke Valentines Blunder a Good Lesson for Others

February 14th, 2019

Customer reviews, client reviews, best PR firm, public relations, content marketingThe marketing world can be fickle. Marketers and advertisers are lauded as geniuses when their bold or creative plans pan out. But they’re derided as fools or worse when their plans fall flat. Often, it’s just the benefit of hindsight that makes a great idea turn out to be idiotic.

Well, in hindsight, a Valentines-themed gimmick looks like a pretty bad idea.  Read the rest of this entry »

What Are White-Glove Advertising Services and Should You Be Using Them?

January 24th, 2019

Publishers have a lot on their plates these days—from fraud and ad blocking, to Facebook’s recent News Feed changes, to GDPR, increasingly rampant technological innovations and more. On top of the traditional issues related to publishing, publishers also have increasingly been pulled into generating ad revenues through ad tech—a constantly shifting landscape that can certainly be a diversion from creating quality content to meet audience needs.

How are they managing? In some cases, they’re outsourcing this aspect of their ad operations (ad ops) to white-glove consultancy services. Read the rest of this entry »

What is Customer Communications Management?

January 21st, 2019

Customer communications management—or CCM—is a term that has been making its way into marketing and customer relations circles and conversations lately. But, is it something new, or just a repositioning of the same, classic approach to communication management that marketers have been using for years? Is this a term just used to apply to what is also known as digital marketing, or does it have an analog component as well?  Read the rest of this entry »

Our Top 5 Content Marketing Predictions for 2019

January 2nd, 2019
It’s hard to believe another year is winding down. It’s the old “toilet paper roll theory” (a not-so-scientific way of explaining relativity). Time may pass more quickly (at least perceptually) for me, than for the university students I teach, for instance. For them a year represents about 1/20th of their lifetime. For me, well, you get the point!
At any rate, as another year is almost behind us, it’s time for two annual traditions: making predictions for what the new year may hold and making resolutions.
Here’s a look at our top predictions for 2019.

Read the rest of this entry »

Our Top 3 Marketing Communications Resolutions for 2019

December 31st, 2018
The word New Year's resolution written on the blackboard with blank notesAs the New Year approaches it’s time to begin thinking about New Year’s resolutions. I’m pretty goal oriented and actually love this time of year–it’s always fun to look forward to new possibilities and make new plans for growth and achievement. I also believe that thinking about and committing our goals to some formal form (whether hard copy or online) serves to formally mark them in our minds and increases the odds that we will actually move forward to achieve them. Following are our top three marketing communications resolutions for 2019.
 
Develop a plan for 2019 and commit it to writing.
It doesn’t have to be a “fancy” or elaborate plan, but it’s important for businesses of any size to take the time to clarify their mission, vision and values, identify goals and measurable objectives, evaluate the internal/external environment, development strategies and tactics designed to leverage strengths and opportunities and overcome threats and weaknesses, and establish metrics to monitor success. I’m a strong proponent of strategy (hence the name of my company!) and the author of The Complete Idiot’s Guide to Strategic Planning.

Read the rest of this entry »

Influencer Marketing: Avoiding the Potential Pitfalls

December 4th, 2018

(excerpted from Best Practices in Influencer Marketing)

While influencer marketing can yield big benefits, there are some potential pitfalls. Primary among them, is that it can be a lot of work, and results are not guaranteed. As Natarelli notes, “The nature of the media landscape today requires constant optimization and tinkering. You have to see audiences as fluid and fickle. Therefore, it is hard to sometimes identify and hold on to success. Clients looking for sure bets and silver bullets will be disappointed.” Read the rest of this entry »

Content Marketing Experts Define “Influencer Marketing”

November 29th, 2018

 

(excerpt from Best Practices in Influencer Marketing)

Defining “influencer marketing” in the online space can be somewhat challenging as perspectives can differ wildly. Here’s a look at how experts in digital marketing are defining this term: Read the rest of this entry »

They Call It Public RELATIONS for a Reason

November 27th, 2018

(excerpted from 21st Century Secrets to Effective PR: Tips and Best Practices for Gaining Media Exposure)

What’s the most important thing that any business person should know about working with the media? Relationships matter! I’ve been working with the media for a number of years — both as one of them in my role as a business journalist and on the other side of the relationship as a PR professional. Because I’ve had a foot in both camps for so long, I don’t have the same level of fear or anxiety about working with the media as many often do. I don’t view the media as “the enemy,” but as an ally in most cases. I need the media to help me get important messages out to various audiences. The goal: Read the rest of this entry »

How Social Media is Changing Advertising and PR

November 21st, 2018

(excerpted from 21st Century Secrets to Effective PR: Tips and Best Practices for Gaining Media Exposure)

In the “old days,” there was advertising and there was PR. Advertising was paid communication that we created about ourselves. PR was communication that we earned through creating relationships and clever pitches to the media gatekeepers who would then share information about us on our behalf. Social media represents a new communication option that has had, and will continue to have, a marked impact on both advertising and PR. Read the rest of this entry »

Brilliance is not enough – you need to build relationships!

November 14th, 2018

Maybe it’s because I grew up in a family-owned business. Maybe it’s because I grew up a bit “socially awkward.” Maybe it’s because I spent 20+ years in corporate communications. Whatever it is, I grew up with a very strong sense of inclusiveness when it comes to interacting with people. The concept that you “can’t judge a book by its cover” has always been meaningful to me; I’ve always enjoyed interacting with and learning from a broad range of people–trying hard not to pre-judge those I come into contact with. That has served me well. Read the rest of this entry »