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Americans don’t mind parting with at least some of their personal data while shopping in brick-and-mortar stores, if it means they’ll get something out of it in return. (1 reader comment)
Earned media remains more effective than ads, branded content, influencer recommendations and social media posts in driving product awareness and purchases among U.S. consumers, according to a recent report.
DuPont is launching a branding campaign tagged “Invent a better n:ow” to position the 217-year-old company as an innovative source of products that transform industries and people’s lives. Effort features dynamic video within live stream that syncs to viewer's time, location.
Rebecca Messina, Uber's first marketing chief, is stepping down after eight months on the job, following the massive $1B first-quarter red ink tide at the ride-hailing and delivery giant.
A recent survey discovered that nearly half of B2B decision makers consider the advertising directed at them to be “boring."
Two-thirds of Millennials say they’re more likely to buy a product or service if it’s recommended by a friend online, and are more than 50 percent more likely than older generations to buy something pitched to them by an influencer.
More than 90 percent of small businesses plan to increase their advertising budgets this year, according to a recent survey.
Native content will account for nearly two-thirds of all digital display ad spending in the U.S. this year, according to a recent eMarketer report.
Lisa Travatello, who has more than 25 years of marketing experience gained from stints at Burson-Marsteller, Weber Shandwick and Edelman, has joined GENYOUth, non-profit dedicated to youth fitness, as chief marketing officer.
Some of the biggest changes and challenges we might expect to see in the marketing world this year.
The limited communications channels currently available to the burgeoning cannabis sector has the PR industry poised to serve this world in ways that traditional advertising simply can’t compete.
Five insights to consider when your company or brand embarks on an anniversary milestone campaign.
An overwhelming majority of marketers find influencer marketing programs effective, and 60 percent say they plan to increase their influencer marketing budgets this year.
Three trends that public relations professionals can expect to see shaping the industry in the year to come.
Despite the growth of social networks and digital media platforms without gatekeepers, third-party media are once again playing an important role in delivering messages to the public. This can lead to new opportunities for both established pros and newcomers to the business.
Six resolutions that can help brands to assess their place in the market and chart a course for establishing stronger connections with target audiences in the new year.
There’s a reason why Mountain Dew collaborates with street artists, why Levi’s teams with urban youth on DIY skate spots and why Milk Cosmetics creates product collections with established lifestyle brands. They know deeper connections are crucial to alignment with youth culture.
How marketers can stand out during the holidays, which for businesses, is often the busiest time of the year for promotion.
Consumers don’t mind sharing their personal information in exchange for special offers and personalized experiences, but asking too many questions can quickly drive consumers away. (1 reader comment)
More Americans are influenced to shop on Black Friday due to positive endorsements they receive from friends or family members, as opposed to brands’ ad or marketing efforts, according to recent research.
The rising prevalence of sponsored content in marketing campaigns has given pause to at least some communications pros for the potential ethical implications this practice might have, according to a forthcoming report to be released by the USC Annenberg Center for Public Relations.
A recent study discovered that micro-influencers are prolific in their publishing activity, and are driven more by loyalty to the products or services they advocate than mere profit.
TV viewers today are increasingly distracted by companion devices and competing screens, which has hurt the medium’s power as a stand-alone advertising channel.
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