Category Archive for: Marketing Technology

bounce rate

Why a High Bounce Rate Isn’t Bad

Bounce rate is defined as “the percentage of visitors to a particular website who navigate away from the site after viewing only one page”. The featured snippet kindly uses a word in the sentence to enhance the definition: “a rising bounce rate is a sure sign that your homepage is boring or off-putting.” Surely that…

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New SHIFT Webinar: Getting Started with Google Data Studio™

Google Data Studio™ made a splash when it was first revealed to Google Partners in 2015 as a potential solution for client reporting and dashboards. It’s now available to marketers and communicators globally, and it’s a potent new tool for the data-driven PR practitioner, communicator, or marketer. Learn what Data Studio is, how it works,…

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best of q2

SHIFT Archives: The Best of Q2 2016

As each year comes to a close, we like to sneak a peek into the SHIFT archives to see our content hits and misses. When devising a content strategy for a new year, it’s important to take note of what worked (and why) to plan what’s to come next year. Want to see how to…

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Reach Versus Impressions

Reach versus Impressions. What’s the Difference?

Social media is everywhere and it seems to be part of our everyday routines and jobs. It’s how we communicate with each other, conduct research and stay up-to-date on the latest news. In Public Relations, social media can be a powerful tool for getting your story out there. You can increase brand awareness and drive…

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What PR Professionals Should Have Learned at IBM World of Watson

This week, I attended IBM’s premier analytics and insights conference, World of Watson. Over 4 days, I learned about the future of cognitive computing – artificial intelligence and machine learning – and how it will change the world of public relations. During that time, I met exactly four PR professionals, all of them IBM employees.…

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B2B Tech PR

Using Google Analytics to Inform your B2B Tech PR Program

You may have noticed already that we talk a lot about data-driven PR at SHIFT. It’s not just a topic on our blog, it’s a concept we are encouraged to prioritize in every facet of our PR strategies. We’ve discussed on this blog before how to use a data-driven approach to drafting a pitch, but…

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The Sorry State of Social Media Engagement

Engagement is everything in social media marketing. Without engagement, algorithms won’t favor our content, and audiences won’t take actions to become customers. Thus, we would expect the biggest, best, most well-known brands in the world to expend serious effort and resources on building engagement. How much engagement, as a percentage, would you guess the top…

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Social Tools

Social Tools Aren’t All There is to Marketing and PR: How They Help

Listen to any marketing meeting at pretty much any mid-sized to large corporation and you’ll hear a conversation that circles the topics of “Should we have a Snapchat? What’s our Instagram strategy?” And so on. To me, it’s a bit terrifying. But there’s something worth considering, too. What’s With all the Social Media Hype? I’ve…

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business ROI

PR and Marketing: Embrace All Data Sources to Drive Business ROI

Content shock, social avalanches, data deluge – pick your phrase du jour. However described, PR and Marketing is awash is data. It would seem logical that communicators would rush to embrace data as a strong asset in defining and refining strategy for better outcomes. And yet many prospects and clients are stating that they only…

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How Digital Marketing Technology has Affected PR

If you’re working in the public relations field you may have noticed that there are increasingly more tools and data points at your disposal. In the past few years, PR has been able to leverage digital marketing technology tools and techniques. Take for example, the way that businesses are evolving to keep in constant contact…

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