Category Archive for: Advertising

Healthcare PR Copy

Signs Your Creative Health Care Campaigns Will Resonate With Your Consumer

“We need to get creative.” If you’re a health care communicator, you’ve probably heard (or said) this phrase a number of times. When tasked with sharing clinical findings, medical recommendations and trial data with those who need it most in a way that resonates and cuts through the clutter, “be creative” becomes the health care…

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3 Brands That Inspired Me on Social Media in 2018

3 Brands That Inspired Me on Social Media in 2018

A version of this post originally appeared on the Padilla blog, an AVENIR GLOBAL company. 2018 kicked off with major changes across the board to the core social media platforms. We saw long-term impacts from algorithm adjustments that changed everything from best practices on posting cadence, to reevaluating which metrics are the best measure of content…

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e-mail outreach

How To Conduct Effective E-Mail Outreach

Something that hasn’t gone away or been traded out for a new technological tool is e-mail. Even with social media, e-mail marketing still has its place. Direct messages do not have the same power, accessibility, and freedom that a good e-mail does, which makes e-mail outreach essential in effective PR. Media recognition and utilization are…

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digital media era

Does Old Fashion PR Still Have the Magic in the Digital Era?

You might not know Edward Bernays by his name, but if you have a bookshelf at home – congratulations, you’re a “victim” of the late PR guru’s master spinning skills. A bookshelf is an essential piece in most American homes today, whether realizing its intended function as a mini library or simply used as a…

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How To Reconcile Differences Between Ad Clicks and Website Sessions

How To Reconcile Differences Between Ad Clicks and Website Sessions

Most marketers have encountered a situation in which a campaign’s clicks and associated website sessions don’t quite line up. Sometimes, it’s a minor discrepancy. Other times, there’s a major difference. In this post, we’ll address the common and less-common causes behind these mismatches starting with the differences between how clicks and website sessions are defined…

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facebook algo

How Much Impact Has Facebook’s Newsfeed Changes Had?

Much ado was made during the month of January about Facebook’s Newsfeed changes. Social media experts proclaimed that everything was fine; business press declared the era of social media over. What actually happened, and how measurable has the impact been? Methodology To examine the changes, we looked at the Facebook engagement rates of 3,265 Facebook…

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real time marketing

Real-Time Marketing Tips for the Super Bowl

The Big Game is finally here! In just a couple of days, the Patriots and Eagles will face off in Super Bowl LII. As a marketing professional, you’re probably salivating at the social media opportunities the big game presents as much as you’re salivating for those halftime snacks. But if you’re like me, you don’t…

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pain balm

Marketing After Facebook for Brands [VIDEO]

Facebook changed its algorithm to suppress unpaid brand posts. Do we just dig our credit cards out and pay Mr. Zuckerberg whatever he wants? What are our alternatives? In this video, we’ll review the five pillars of digital marketing communications and how Facebook’s changes shouldn’t impact the rest of our marketing efforts: Search marketing Social…

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Top Public Relations Trends in 2018: Introduction

2018 PR Trends: Paid Media [Video]

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…

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paid media

Do You Need Paid Media?

A recent marketing discussion on Facebook surfaced the criticism that paid media, in a world of earned, owned, and paid, should be unnecessary, that if you do amazing and awesome work in earned and shared media, paid wouldn’t need to be part of the mix. This has been a familiar refrain ever since the debut…

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