2018 PR Trends: Paid Media [Video]

Top Public Relations Trends in 2018: Introduction

2018 is here, and we’re digging into what look to be some of the biggest trends that will affect PR practitioners this year. In this installment, we’ll look at 3 major trends in paid media:

  • More Paywalls Go Up
    • Traditional news media is struggling to survive, hemorrhaging cash. To compensate, more walls will go up, making media less visible to PR professionals and their audiences. Soon advertising may be the only way to reach some select audiences.
    • Solution: Prepare to pay to play for all forms of digital media in a 1:1 spend.
  • The Duopoly Gets Stronger
    • Two companies own the majority of digital advertising.
    • Solution: Market on both, and look for niches where advertising costs are inexpensive but in your target audience.
  • AI-Powered Personalization of Advertising
    • Advertising has been quick to adopt artificial intelligence, but we’ve only touched the tip of a massive iceberg. As AI technology improves, reaching individuals at scale will be possible, and PR practitioners must adapt their integrated strategies to maximize success.
    • Solution: Work with vendors who provide real AI/ML in their solutions. You’ll know because instead of providing rules, you’ll be asked to provide data.

Stay tuned as we look next at search marketing in this series!

Christopher S. Penn
Vice President, Marketing Technology

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Posted on January 8, 2018 in Advertising, Marketing, Public Relations, Trends, Video

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About the Author

Christopher S. Penn is an authority on digital marketing and marketing technology. A recognized thought leader, author, and speaker, he has shaped three key fields in the marketing industry: Google Analytics adoption, data-driven marketing and PR, and email marketing. Known for his high-octane, here’s how to get it done approach, his expertise benefits companies such as Citrix Systems, McDonald’s, GoDaddy, McKesson, and many others. His latest work, Leading Innovation, teaches organizations how to implement and scale innovative practices to direct change. Christopher is a highly-sought keynote speaker thanks to his energetic, informative talks. In 2015, he delivered insightful, innovative talks on all aspects of marketing and analytics at over 30 events to critical acclaim. He is a founding member of IBM’s Watson Analytics Predictioneers, co-founder of the groundbreaking PodCamp Conference, and co-host of the Marketing Over Coffee marketing podcast. Christopher is a Google Analytics Certified Professional and a Google AdWords Certified Professional. He is the author of over two dozen marketing books including bestsellers such as Marketing White Belt: Basics for the Digital Marketer, Marketing Red Belt: Connecting With Your Creative Mind, and Marketing Blue Belt: From Data Zero to Marketing Hero.
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