Category Archive for: Marketing

seo

The 3 Keys of Communicating the Value of SEO to C-Suite Executives

Many people have found that Search Engine Optimization is not only important, but medium to large companies are often allocating significant internal resources to handle SEO. I recently had conversations about communicating the value of SEO to C-suite executives at two of the biggest health companies. Their experiences of hiring, working with agencies, and getting their…

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State of Social Q2 2017: Snapchat Active User Growth Slows

Snapchat, the shiniest new object in social media (at least as far as publicly-traded companies go), held its second earnings call since its initial public offering (IPO) recently, and the news from the yellow ghost isn’t great. Let’s dig into what Snapchat had to say. User Growth Snapchat reports its userbase by quarterly averaged daily…

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State of Social

State of Social Media, 2Q 2017: Twitter Fails to Grow Users

Twitter, the 140-character stream of what’s happening now, surprised everyone by reversing its Q1 growth and falling flat – literally – with no quarterly user growth. Let’s see what else happened in their Q2 earnings. Audience Growth We see the surprise below: 0.0% growth from quarter to quarter for Twitter’s monthly active users: Twitter, during…

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crisis issue

Crisis Issue? Own It: Shark Week Case Study, Part 4

Miss earlier posts in this series? Check out part 1, part 2 and part 3 before diving into the below.  Despite G.W.’s best efforts, the Shark Week crisis issue is really hammer(head)ing his donut business. He’s done his research so he knows that sharks are getting a bad rep for no good reason, but his…

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How to Create Thought Leadership, Part 1: Introduction

Thought leadership. What is it? Why is it important to a public relations or marketing communications program? Since 2004, thought leadership’s share of search has risen from approximately 5,000 searches per month globally to nearly 22,000 searches per month as communicators seek ideas for creating it. PR professionals need to transform their leaders and subject…

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How to Reach the C-Suite With Public Relations

As marketers and communicators, our goal is to reach the most important people to our companies and clients. Sometimes, that’s the media side, reaching influential journalists and publishers. Other times, that’s the company side, reaching executives and decision-makers. Marketers in particular face perpetual challenges attracting the attention of senior decision-makers at organizations. At the recent…

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Regression Analysis for Marketing

How to Use a Regression Analysis for Marketing Purposes

In today’s digital marketing world, with so much information and tools at our fingertips, data analysis is more necessary than ever before. What better way to leverage this information than using what is essentially a correlation analysis? Correlation analysis allows you to measure the strength of the relationship between certain data points and actions (but…

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Google AdWords Ad Extensions

AdWords 201: The Go-To AdWords Ad Extensions Guide

Hey there! Welcome to AdWords 201 on AdWords ad extensions. If you missed the 101 course on basic AdWords bidding strategies, have a thirst for knowledge, or just need a refresher you can find it here. What is an ad extension, you ask? Ad extensions expand your ad with additional information that would not otherwise…

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Fast Track Your Data: An IBM Machine Learning Event Recap

I had the pleasure and privilege to attend IBM’s Machine Learning event, Fast Track Your Data, recently in Munich, Germany. While the event covered a number of topics including hybrid cloud data management, governance, and machine learning, a couple items stand out for marketers and communicators to pay attention to. Simplifying Data Science Data science,…

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marketing best practices

Marketing Best Practices from BrandHIT

Miss our BrandHIT preview post? Check it out here! I had the opportunity to attend BrandHIT last week in Las Vegas. BrandHIT is a new conference hosted by industry leader HIMSS that offers marketing best practices specific to the health information technology (HIT) community. My colleague, Christopher Penn, also spoke at BrandHIT about how to build…

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