Category Archive for: Advertising

retargeting

What’s New in Retargeting in 2017

As our colleague previously noted, retargeting capabilities have become some of the most effective (and highly utilized) advertising options on the web. Are we always making the most of our efforts? Here’s a look at some of the latest innovations to ensure we’re connecting with potential customers at the right times, in the right places…

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Timely Advertising

Do Your Research: In Timely Advertising, Timing is Everything

Timing is an important part of advertising. A perfect message reaching the perfect audience will be meaningless if the timing is off. An ad for the hottest toy of the Christmas season isn’t going to be as effective on January 5th. Perhaps we might get a few stragglers who still need to send a late gift, but overall…

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Digital Advertising Performance

Digital Advertising and Public Relations, Part 5: Advertising Measurement

Public relations professionals often make mention of the concepts of earned, owned, and paid media. However, when they begin to talk about media, they quickly brushed past paid media. Ignoring paid media is a capital mistake; doing so ignores a body of strategies and tactics which complement and enhance the power of earned media and…

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Digital Advertising and Public Relations, Part 4: Advertising Channels

Public relations professionals often make mention of the concepts of earned, owned, and paid media. However, when they begin to talk about media, they quickly brushed past paid media. Ignoring paid media is a capital mistake; doing so ignores a body of strategies and tactics which complement and enhance the power of earned media and…

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Digital Advertising and Public Relations, Part 3: Advertising Strategies

Public relations professionals often make mention of the concepts of earned, owned, and paid media. However, when they begin to talk about media, they quickly brushed past paid media. Ignoring paid media is a capital mistake; doing so ignores a body of strategies and tactics which complement and enhance the power of earned media and…

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Digital Advertising and Public Relations, Part 2: Advertising Formats

Public relations professionals often make mention of the concepts of earned, owned, and paid media. However, when they begin to talk about media, they quickly brushed past paid media. Ignoring paid media is a capital mistake; doing so ignores a body of strategies and tactics which complement and enhance the power of earned media and…

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What is Marketing Technology?

Marketing technology. You’ve heard the term in presentations. You’ve seen it in industry news. It’s changing marketing forever. But you still may be left wondering, “What IS marketing technology?” In short: Marketing met IT and marketing technology is their offspring. Let’s examine the corporate strategic landscape to understand what marketing technology is. In the chart…

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Digital Advertising and Public Relations, Part 1: Introduction

See if this sounds familiar. You, the public relations professional, get a great hit, a great placement in a media outlet. You celebrate, you let your stakeholders know about the hit. Everyone is happy – today. When you come into the office tomorrow, what’s the first question your stakeholders ask of you? “What have you…

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Are influencers overpaid? A data-driven exploration of influencer metrics

A recent article in Digiday made the bold claim by a marketing executive that influencers are overpaid and generally do not advance business objectives. Let’s examine this claim’s merits. Do influencers matter? Are they overpaid? What are influencers paid to deliver? The first, most important question to answer is what are we buying when we…

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