New research suggests that Marketing organizations need to do a better job at breaking down the internal “silos” that separate functions and data. One of the reasons why this issue has emerged is that people like to keep a tight control their slice of the data “pie.” I thought it might be helpful to share some suggestions on what can be done to overcome this challenge to help unlock greater efficiency and performance with how Marketing teams operate – a win-win for all!
Data silos can be found in many places. Within a digital campaign, it might include contact information, such as name, title, employer, email address, and phone number. Event sponsorships might include a list of attendees; website visitors represent another source of contact information.
Over time, it can be difficult to keep track of all this information while ensuring the data is accessible and current. Further, with the changing data privacy laws and the fact that these records include Personally Identifiable Information (PII), it is now increasingly critical to know exactly where all this data resides.
Continue reading It’s Time to Break Down the Data Silos of Marketing!
Technology has come a long way to mainstreaming remote
working. Yet, despite all of these advances, it is still important to meet with
people in person at events and conferences. As important relationships are best
maintained in this way, events should be part of your marketing mix. The
challenge is that can often be difficult to quantify or justify the Return on
Investment (ROI) of this activity. And, picking the right events to attend can sometimes
be difficult. Combining Public Relations activities with your Event program is
a great way to increase overall marketing effectiveness and ROI.
The Role of PR at an Event
Given the large investment of attending an event, including sponsorship fees, booth design, graphics, labor set up (paying union wages), travel, and lodging, anything that can be done to amplify the benefits and reap future dividends will go a long way to justifying attendance.
Continue reading 3 Ways PR Can Boost Event ROI
Regardless of your political orientation, I think we can all agree that anytime popular opinion can be manipulated by spreading false news is a bad thing. With a new election set to occur next year in the US, there is a concern (rightly so) about the possibility of foreign actors or others exerting influence on the outcome. Similarly, trust over personal data held by corporations is now at an all-time low. Has the perception of trust been permanently damaged? Can it be regained? What can marketers or communications pros do to help reverse this trend?
The Research Findings are In
The Institute for Public Relations recently conducted a survey addressing this concern. The study, “The 2019 IPR Disinformation in Society Report,” was based on a poll conducted March 19-24, 2019 by 2,200 Americans. The research sought to identify the level of trust the American public has in collecting information from various data sources as well as the parties that are responsible for combatting disinformation.
Continue reading Have We Lost Trust in Communications?
If the worlds of PR and marketing are set to further converge over the next five years, we should start to see evidence that this shift has begun (see related article). The viral sensation surrounding the recent Game of Thrones Starbucks coffee cup incident is a great data point that validates this transformation.
What struck me was what an amazing PR and awareness opportunity this became from a blurred, barely visible image shown for a split second on a television show. The way brands get promoted and recognized today certainly has changed!
Continue reading How PR has Changed the Advertising Model
I just read a Global Communications Report published by the USC Annenberg School for Communications and Journalism. The findings were very interesting. One of the figures that really caught my attention was that 87% of PR professionals believe the term “Public Relations” will no longer accurately describe the work they will do in 2022 – nor may it even exist as a separate discipline!
As a Public Relations practitioner, these findings caught my
attention enough to read the rest of the report. If this big of a change is on
the horizon, then it is probably a good idea to understand the best road to
take. Advance planning will help to navigate this potentially significant
Continue reading The Future of Public Relations
It doesn’t matter if you are a social media expert or novice – we are all impressed when you hear about the amazing number of followers some brands and celebrities achieve on social media channels. Did you know that Selena Gomez had 139 million people following her on Instagram at the end of 2018? How did she do that? You might wonder how it is even possible to achieve this level of engagement. Your next question might be, “Who cares?” Does it even matter?
Yes, it does matter.
Likes and followers are a very quantifiable metric that provides insights into your brand’s popularity. Beyond simply being an emotional boost, having a large following translates into a stronger brand, greater awareness and more revenue opportunities.
Continue reading 5 Reasons to Build a Social Media Audience
Analyst Relations is a term used to describe the practice of working with industry analysts to help with marketing awareness and sales acceleration programs. The best strategy depends upon your objective. Many analyst firms exist today. Gartner, IDC, and Forrester are three of the more well-known firms, however, many others exist. In terms of revenues, IHS Markit leads the pack with almost $4B and 13,000 employees. Gartner follows closely behind with $3.3B and 15,000 employees (source).
One can trace the origins of this industry to when technology solutions became difficult to understand and compare. In other words, when the technology purchase process became complex, which began back in the 1980s. Since that time, there has been quite a bit of specialization and fragmentation of the IT, technology and software markets. As new technologies continue to be introduced (cloud, AI, machine learning, etc.), systems and platform interoperability have only further added to the complexity!
Continue reading What is the Best Analyst Relations Strategy?
I am a firm believer that deep down inside, people want to do the right thing. Perhaps it is my Economics training – a key foundation for this field of study is that consumers will typically make a decision that improves their well-being. Of course, if that decision is good for you, but not good for society, then the theories of Economics don’t always explain how decisions are made or necessarily lead to decisions being made for the greatest common good. In these cases, we need a trusted advisor.
Continue reading Why the Role of Trusted Advisor Has Become So Important
I was most amused when reading about a new Scotch whisky that now carries the Lehman Brothers name. The product is called “Ashes of Disaster,” so is clearly meant to evoke memories of the failed financial services company. As a reminder, some consider the failing of Lehman Brothers the catalyst that triggered the 2008 global financial meltdown.
According James Green, a 34-year-old London entrepreneur that is launching the whisky, “It has a contrite, bereft peatiness,” as quoted from the Wall Street Journal article. Mr. Green plans to offer his spirits online and has gotten orders from bars in London and New York.
Continue reading Does Brand Value Live Beyond the Grave?
In the world of content marketing, every marketer must make a decision on what information should be provided openly, and what should require registration to access. Traditionalists will argue that the concept is straightforward – information that is more valuable should be deemed “worthy” of registration to gain access. With registration, however, comes an expectation of future follow up, be it in the form of a call or email from the sponsoring party. This knowledge dissuades the reading of your material, working against your desired objective.
Today these lines are blurring, which is causing some angst for those of us involved in content marketing.
Continue reading How Much Content Should You Share?