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Marketing and Public Relations Working Together To Build Customers
By: CareerCast.com
In today's frenzied, hyper-connected environment, a disconnect between science (think data) and art (think communication) can diminish even the most well-intentioned marketing and PR efforts. By thinking about these things in tandem, and by looking at the intersection between them, we can unlock a treasure trove of useful insights into how we should "manage" customers today. It’s not enough to cull data and develop targeted campaigns, only to beat customers to death with factual product information, special promotions and sales pitches. We ultimately need to reach and converse with customers in a way that feels (yes, feels) authentic and meaningful. ... more
Tips For Social Media Management
By: CareerCast.com
The days of getting by with simple knowledge of how to schedule tweets in advance or research hash tags are long over. Competent social media managers not only need to be on top of current events and trends, they need to understand what works and what doesn't, have an in-depth understanding of multiple channels, and have a vast toolkit for analyzing data. To find out which skills matter most, I asked 14 entrepreneurs from Young Entrepreneur Council (YEC) which must-have traits will make every social media manager successful this year. Their answers are below. 1. In-person and online social grace ... more
New Labor Laws Have Potential Impact on Marketing Hiring
By: CareerCast.com
One of the biggest issues impacting the operational cost structure of the event marketing industry has nothing to do with marketing budgets. Nope. It’s not the fast-paced worlds of social media or technology, either. It’s not even the changing cost of gasoline or the high price of travel. The biggest threat to your event marketing portfolio’s bottom line may just be a quiet storm brewing around your people—the hired event staffers and helping hands you contract for days and sometimes weeks to be the faces of your brands in the field. Here’s what’s going on: Across the U.S., states have ... more
More Bang For Your Twitter Buck
By: CareerCast.com
Twitter's Promoted Tweets is one of the most effective ways to run a Twitter marketing campaign. It's affordable, easy to use and gives you access to a wide range of targeting and ad-management tools that let you reach the right customers at the right time — all while staying in control of your ad dollars. Twitter analyzed nearly 200,000 Promoted Tweets to uncover what works and what doesn't for small businesses. From how long your tweets should be to what type of content ultimately drives the most engagement, here are Twitter's guidelines and best practices on how to use Promoted ... more
Value Of Email Marketing
By: CareerCast.com
Marketing has come a long way in the four-and-a-half decades since the first email was delivered. Advances like social media and search engine marketing have left businesses with no shortage of channels to leverage in order to reach their target demographic. Why then, in this era of real-time socially driven marketing, do businesses continue to feature email as a staple of their marketing strategy? As recently as 2014, more than half of marketers surveyed by the Direct Marketing Association (DMA) planned to increase spending on their email channel, citing their impressive return on investment as the driving factor. So what ... more
Top Jobs in Marketing and Advertising
By: CareerCast.com
The advertising and marketing industries’ influence is ever present. Open a webpage, turn on a radio or television, walk outside and see a billboard or bus bench, and that impact is clear. The best jobs in advertising and marketing bring products and services into the public consciousness. If a tree falls in the forest but no one is there to hear it, does it make a sound? , asks an old proverb. Apply the same principle to marketing. Without consumer awareness, does a product exist?Advertising is essential to commerce, and thus to the American economy. Consider that Samsung spent a ... more
Using Social Media Memes As Marketing Tools
By: CareerCast.com
They say a picture is worth a thousand words. So let's talk about memes. According to the Merriam-Webster dictionary, a meme is "an idea, behavior, style, or usage that spreads from person to person within a culture." But most likely you know memes as those funny pictures with puns and jokes overlaid on top in bold, white lettering. Examples of memes are viral videos like the series of "Harlem Shake" videos that took over the Internet in early 2013. Since memes are already viral by definition, it can be tempting to use them to your advantage in your marketing strategy. ... more
Quick Content Marketing For Young Professionals
By: CareerCast.com
They can't sit still. They're diverse. They're about a quarter of the United States population. And guess what? They possess $44 billion a year in disposable income, according to a study by Sparks & Honey. Who am I talking about? Generation Z. MORE: CAREERCAST'S BEST JOBS FOR MILLENNIALS What do these new inhabitants to the consumer ecosystem mean for marketers? In an age where multitasking meets fear-of-missing-out (FOMO), the average attention span is down to eight seconds. How do we — as brand builders, social strategists and communications professionals — deliver effective content to captivate this audience before they move ... more
PR Tactics Can Get You Noticed At Work
By: CareerCast.com
I have a friend who's terrific at being his own public relations agent. Whether he's celebrating his latest promotion or cooking dinner for friends, he has a knack for showcasing what he's good at without sounding self-centered. What's his secret? Shameless self-promotion is about knowing what you want and then being your own best advocate. For many people, self-promotion falls outside their comfort zone. But there are ways to boost your career and visibility without coming across as conceited. Try these tips to act as your own PR agent: Volunteer for new assignments, projects or responsibilities. When Autumn Bayles was ... more
Measuring Return On Investment In Online Adveritising
By: CareerCast.com
Using 25 online field experiments, representing $2.8 million in ad spend, Randall A. Lewis (economic research scientist, Google) and Justin M. Rao (economic researcher, Microsoft) showed that you cannot measure the causal impact of choice variables on profit even given access to reliable signals. Attribution? In their own words: "We find that even when ad delivery and consumer purchases can be measured at the individual level, linked across purchasing domains, and randomized to ensure exogenous exposure, forming reliable estimates on the returns to advertising is exceedingly difficult, even with millions of observations. As an advertiser, the data are stacked against ... more