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One of the great things about working in digital is that, unlike with print, you can still make changes once something has gone live.
The down side is: if things go horribly wrong you can expect evidence of your mistakes to float around the internet until the end of time.
During my recent job search (which happily ended in me joining the Econsultancy blog team), I was amazed to see (way above my pay grade) a number of adverts calling for a ‘Chief Storyteller’ or words to that effect.
Clearly I'm way behind on this. A quick Google search tells me software giant SAP hired its own chief storyteller back in 2013, and Nike employed a ‘Chief Storytelling Officer’ as far back as the 90s.
I’ve been working in digital for more years than I care to mention, witnessing a huge amount of change in that time, especially where SEO is concerned.
Clearly SEO is no longer the ‘stand-alone’ technically-led discipline that it once was back in the day.
Having previous talked about the important responsibility of influencers and journalists in helping PR evolve, this time I want to focus on a quite different (but quickly growing) group.
In a sense, I’d describe them as “every other bloody agency type in the universe.”
And it starts with a bubble.
The reason the old standard models of PR measurement no longer cut it can be summarised thusly: the internet.
Adrienne Liebenberg is global B2B marketing director for BP Castrol.
She spoke at the Festival of Marketing about how the company has moved away from traditional comms and PR and into thought leadership and a focus on how the customer interacts with the brand.
How do you create content that gets heard from within the maelstrom of online media?
Well, consumers are looking for trusted and credible sources of information. Partnering with influencers who already have the ear of a community can be a way to create trusted content and get it shared by the right people.
Do download the report to read in full, but first I thought I'd pick out my favourite tips.
At one stage, I worked with an email marketing company founded, in part, by a clever Croydonite called Tink Taylor.
And one of the biggest things I discovered is that there are dozens of lessons in email that can be applied to smart, modern PR campaigns.
Think about deliverability, for example. Between Gmail’s multiple inboxes and overzealous spam filters, how suicidal does an agency have to be to risk its domain not reaching inboxes by spamming out messages indiscriminately?
And how many activate authentication systems like DKIM, just to be safe?
For the last two years, the PRCA, the UK’s professional body for the PR industry, has run a project looking at what the PR agency of the future might look like.
We’ve debated topics around revenue models, structures, specialisms and employee motivation and, while looking to the future is always a fascinating pursuit, this year we decided to look a bit closer to home and investigate and celebrate examples of innovation that are already happening within the industry.
Today, we’ve released a series of case studies looking at five UK PR agencies that have already taken steps to innovate. We hope they will prove to be a source of inspiration to agencies looking to futureproof themselves.
Here are five key themes that run throughout the case studies and, of course, the case studies themselves.
The Festival of Marketing (London's answer to Cannes Lions) will be upon us in November.
I've been rounding up some content to whet your appetite, including this collection of content and strategy slideshows relating to some of our speakers.
Check out the Festival website for more information, including a full lineup of speakers.
Product Hunt is brilliant. People share new products they’ve found and, in the manner of Reddit and HackerNews, the crowd of readers vote the best to the top.
You know that guy/gal you follow on Twitter who always seems to be a source of neat things? These are the secret places they spend their time.
Because there are plenty of startups watching, one category of product that shows up fairly often is PR tools.
Young companies that aren’t eager to spend thousands on a retainer still realise they need to get their story out to the people who count.
But, based on the selection of tools showing up on ProductHunt, you’d think the future of PR was press releases and spamming media lists.
As you probably know by now, SEO and PR are getting more closely related. But there is one aspect that both have always had in common, and that is that both have long been labelled a supposed ‘dark art’.
PR and SEO; mysterious art forms that deal in the unknown, experts fixing things unseen, like wizards behind the curtain.
It has suited both industries, to be known this way.
“Oh, yeah, we just need to curbudgle your whojamaflip. It’s absolutely essential, or you’ll get befluddled. You don’t want to get befluddled. Yes it’s an extra thirty grand.”