Snapchat and Instagram bear remarkable similarities. Both are extremely popular among teens and college-aged users. Both emphasize photo sharing. With limited time and resources, brands may wish to concentrate on just one. Marketers can determine where to invest their resources by understanding the unique features of the two social media platforms. Continue reading
PR and marketing teams engage in review and approval almost daily. In the current conventional review process, communications professionals email Word and PDF files from reviewer to reviewer who use emails to respond with suggestions for copy changes. A project or traffic manager acts as a traffic cop, trying to keep the process on schedule. Many, especially those in the marketing and creative industries, find the process time consuming, inefficient and often frustrating.
The explosion of web content, the growth of differ types of video and interactive formats, and the proliferation of remote workers increase the complications of the review and approval process. The ever larger volumes of complex content often need approval from a wider range of team members and stakeholders while facing tight marketing and publishing deadlines. Continue reading
Social media listening has surpassed more traditional marketing research techniques to become the favored marketing research method among brands in the Asia-Pacific region, reveals new research from global research firm TNS.
Marketers in the region, which covers Australia, China, India, Indonesia Malaysia, Singapore, South Korea and Thailand, prefer social media monitoring for both planning and to measure campaign performance, according to the Marketing Monitor study from TNS. Other market research methods include brand tracking, market share data, opinions of senior management and focus groups. Continue reading
Letters to the editor are not just rants and complaints. A well-conceived letter appearing on a magazine or newspaper’s highly visible and often controversial opinion or editorial page can gain significant attention for nonprofits and businesses.
“When well-written and strategically crafted, they are a powerful way to thank volunteers, and make the community aware of a resource, public event or issue of concern,” says Filomena Fanelli, CEO/Founder, Impact PR & Communications, Ltd. “ They’re also a great place to weigh in on a story that has already been published and share another viewpoint, correct public record or elicit a strong call to action.” Continue reading
The FAQ page is one of the most useful but often most neglected marketing tools. When done correctly, FAQ pages significantly improve user experience and customer satisfaction. According to Forrester Research, 70 percent of consumers prefer to find answers to their questions on a company’s website rather than by contacting customer support personnel.
Including a prominent FAQ page on your website also relieves staff from responding to time-consuming, standard questions. The FAQ page can be especially useful for organizations that sell complex products or services or provide information about a confusing topic. Continue reading
PR usually avoids controversy like an infectious disease. After all, controversy can damage brand reputation and ultimately hurt sales and revenue. Yet some PR and marketing experts urge organizations to at least consider pursuing controversy in developing articles and social media posts for content marketing. Controversy attracts attention. It can drastically boost referral links and incoming website traffic. Even those opposing your views will share a link to a controversial recommendation or opinion.
Controversial blog posts tend to spark more engagement than more mundane commentary. In addition, while a controversial post may upset many, it may prompt just as many people to become passionate supporters of your brand. Strong advocates make a strong brand. Continue reading
Social bookmarking uses online software apps to tag a web page in order to access it later. Rather than saving web addresses to your web browser, you save them online, enabling you to share them with others and access them anywhere you have an internet connection. Users can apply “tags” or keywords to bookmarks to describe and categorize websites or web pages. On some social bookmarking services, users can also comment or vote on bookmarked items to move them to the site’s front page. Continue reading