Category Archive for: Advertising

How Facebook’s Advertising Changes Give PR and Marketing a Competitive Edge

Suppose a major advertising network gave consumers the same opportunity that email marketers have given consumers: the ability to opt out of advertisements they didn’t like. As a consumer, this has a certain appeal to it. From the perspective of a marketer, these changes could be a little unsettling. Let’s see what Facebook has in…

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What audience development tactic delivers the best ROI?

We were asked recently the interesting question: “If a company had $1 million to spend on audience development, what lever gives the best ROI?” The simple answer to this question is: it depends. The complex answer to this question is the same, only with more details. It depends. It depends on your audience. It depends…

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Content Isn’t King: A Lesson From The New York Times

Late last week, one of the most interesting critiques of the media landscape was released by the New York Times, in a frank and honest self-assessment of how the venerable paper is doing in today’s media marketplace. The outlook for the paper is challenging; despite having a powerful brand and one of the most respected…

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Why social media isn’t great at lead generation

We were asked recently, how do you use social media to generate in-store retail traffic? On the surface, this is a great question because it speaks to the perceived usefulness of social media as a way to solve real business problems. However, once you dig in a little, you realize that this question isn’t going…

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Free eBook for Social Good: Tap to Market Mobile Marketing

A short time ago, SHIFT Communications was pleased to participate in the United Way’s Youth Venture Conference as part of our charitable work to stay connected to our community. One aspect of that event was for several staff members to take on the task of presenting different sessions to youth leaders in social entrepreneurship from…

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State of Social 1Q14: Twitter, reasons for optimism, the next big thing

Twitter released its second quarterly results report as a publicly traded company, detailing its numbers for the first quarter of 2014. As soon as the numbers came in, Wall Street reacted negatively, punishing the stock with a 11% decline in after hours trading. The headlines were equally dramatic: Twitter stock drops 11% despite revenue growth…

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State of Social 1Q14: Facebook second-largest country in the world, 4 out of 5 users mobile

Facebook recently released its first quarter 2014 report detailing the state of the world’s largest social network. How are things in the nation of Facebook? For one, Facebook has surpassed the country of India, making it now the second largest country in the world. India is at 1.243 billion people, Facebook nudged ahead to 1.276…

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3 PR Lessons from the Direct Response World

Direct response marketing and public relations traditionally work in different parts of the marketing funnel. Public relations is supposed to attract new audiences to your brand, while direct response marketing is supposed to convince your existing audience to respond to an offer and do business with you. That said, there are still behavioral lessons that…

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Who is a thought leader?

Are you a thought leader? Can you even define what a thought leader is, and what conditions cause someone to consider you to be a thought leader? For the marketing, communications, and public relations world, understanding what defines a thought leader is an obvious and logical prerequisite to helping one of your company’s subject matter…

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Standing on top of the marketing DAIS

Where does marketing and PR strategy come from? How do you know what to do, what problems to solve? Most marketers and PR professionals struggle to solve problems in as impactful a way as possible, leading to frustration and less than amazing results. Sometimes you don’t know what to do. Sometimes you don’t know what…

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