Category Archive for: Advertising

How much will you need to pay Facebook?

Facebook wants you to pay. This probably doesn’t come as much of a surprise to anyone who uses Facebook for marketing, but recent reports indicate that Facebook has throttled the organic, non-paid reach of brand Pages again.  It’s a SHIFT tradition that we like to dig into the numbers ourselves and see if we can…

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The Essence of PR

We were recently asked what the differences are among PR, marketing, and advertising — especially for someone starting their careers. This is a terrific question and a bit more complex than it might seem. I’d wager that there are more than a few folks at major corporations who have never clearly defined this. Part of…

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What Acoustics Can Teach Us About Integrated PR Campaigns

In case it wasn’t already apparent, it’s getting noisy in the world. There are more things to distract our audiences than ever before – new apps, new websites, new sources, new games, new shows on TV or Netflix, new music. We passively receive more information today than past human beings received in their entire lifetimes.…

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Is your PR plan ignoring 124 million people?

Thinking about how to maximize your PR reach? After attending Edison Research’s presentation of the Infinite Dial study, we found a number of compelling pieces of data that showcase why audio, podcasting, and traditional radio cannot be ignored. Paid, earned and owned media isn’t limited to written words. While Vine and Instagram video showcased to the…

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Why every startup requires PR

One of the questions we’re asked most frequently by investors and venture capitalists is whether a startup should make the investment in a good public relations program. While the obvious answer (from a PR agency perspective) is a resounding yes, we thought it would make good sense to explain why. The role of public relations…

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The Connected Wave will change your marketing and PR

We recently enjoyed listening to Tom Webster present Edison Research’s 22nd iteration of The Infinite Dial, a research report that examines social, digital, and media usage among the US population. As always, there were a few takeaways that made us sit up and take notice, takeaways that you should add to your media mix, media…

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PR and Advertising Work Best Together

One of the perennial discussion topics about advertising and public relations is their seemingly antagonistic perspectives about each other. Ad folks say PR is unpredictable, and PR folks say advertising is too expensive and performs as poorly or worse. Rather than approach the topic as an either/or, a helpful change of perspective is to look…

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One way to increase word of mouth marketing by 47%

If you wanted to drastically increase the likelihood that someone else talked about your product, spread news of it by word of mouth, and helped you to create more earned media about it, what would be the way to go about it? The answer could be sharing. In a recent study by Jeremiah Owyang’s Crowd…

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Social Bakeoff 2: Facebook Custom Audiences vs. Twitter Tailored Audiences

If you’re not familiar with the concepts of remarketing or retargeting, the gist is that you run advertisements to people who already know about you but presumably haven’t been willing to buy anything. Remarketing and retargeting are incredibly valuable tactics because in theory, giving someone a final nudge to purchase should be less effort and…

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Is Facebook dead to millennials?

One of the top headlines you see on social media news sites on a regular basis is about how Facebook is dying, Facebook is dead, millennials don’t use Facebook, teens don’t use Facebook, etc. We’re often skeptical of such claims, especially when there is no methodology provided to back up the sensationalist headlines. After the…

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