Here are the top business-to-business PR and marketing articles from this week. Hope you enjoy!
How to Convince Skeptical Clients of the Importance of Social Media
Those of us in the biz know how important social media is and how greatly it will affect the future of public relations, but strangely there are still people out there that need a little push in the right direction. Some of these people may end up being your clients, and will require some additional convincing.
B2B Marketers Expect Bigger 2014 Budgets: How Will You Spend It Wisely?
Sound the fanfare! Business-to-business (B2B) marketing budgets are on the rise! Forrester published results from a joint study with the Business Marketing Association (BMA) that looks at CMO-level expectations for overall program budgets, the composition of the 2014 marketing mix, and spending related to technology and innovation. BMA members may download a complimentary copy here.
Sales and Marketing: An Unfinished Love Story
Social Media Today
Anybody could tell that they were meant to be together. They shared the same passions, wanted the same things, but something or other just kept getting in the way. Both of them wound up feeling misunderstood, unsupported, unappreciated; they wondered if the other ever really knew them at all. The relationship between Sales and Marketing can be a heart-breaking tale: a romance waiting to bloom that never quite seems to get off the ground. Both value content, both believe in social selling, both want to generate leads, sales and ROI more than anything. But their instinctive desire to make each other happy is all too often undermined by bad communication.
The best—and worst—times to send an emailWhat Placebo Science Shows About The Importance Of Marketing
Yet another paper showing the powerful effects of placebos – drugs that contain no active ingredients – was just published. Researchers at Harvard and other institutions tested a true painkilling drug as well as placebo doses on migraine sufferers. The placebos, despite their lack of real painkilling ingredients, were remarkably effective. “The placebo… accounted for more than 50% of the drug effect,” the scientists found. In the big picture of medicine, this is hardly news. Drug tests routinely incorporate control groups given placebos because of the need to identify positive results that are greater than the mere placebo effect.
Despite the marketing and PR world’s love affair with social media, email remains a key component of any media relations or marketing campaign. Plus, it’s the primary way agencies and clients stay in touch. Whether we like it or not, email isn’t going anywhere, at least not in the near future.
An algorithm for crisis management
One of the most common challenges communications executives face during times of crisis is when and how to calibrate the proper corporate response. At its most basic, the conundrum is often this: Does engaging early increase the likelihood of greater media interest and reputation damage than would otherwise be realized? At a more advanced level, the dilemma is determining how real-time judgments are made beyond the informal collection of data points and marketplace anecdotes.
The Art of Being Mobile: Engaging Customers on the Go
The way consumers access and interact with content on mobile devices has evolved considerably over the last five years. With the advent of smartphones, browsing, purchasing, staying on top of email—be it personal or for work—and keeping up to date with social media and the latest news on-the-go has never been easier. Indeed, recent figures suggest that by 2019, global smartphone penetration will have exploded to 60%, from the 25 to 30% it is today. The prevalence of smartphone and tablet use by today’s consumer makes mobile a key channel for marketers to employ, engage, and interact with their audience.
Arketi Group Principal Mike Neumeier Named Chairman of PRSA’s Counselors Academy
Arketi Group (www.arketi.com), a high-tech BtoB PR and digital marketing firm, announced Principal Mike Neumeier will serve as chairman of thePublic Relations Society of America Counselors Academy. Counselors Academy is a national professional interest section of PRSA that facilitates peer-to-peer exchanges between senior-level agency executives regarding agency management. Focusing on professional development, ethical standards and agency practices, Counselors Academy programs are designed to encourage networking, mentoring and peer support between principals and senior counselors of public relations firms.
Olympic Ads Won’t Win Any Medals, but Marketers Should Take Note
For two high-profile athletic broadcasts airing roughly a week apart, the Olympic Games and the Super Bowl feature ads with very different approaches to winning viewers over. The Olympics are a widely watched spectacle, but ads during the events don’t have the same bravado (or wackiness) as those during the Super Bowl. Brands still invest heavily to attach their names to the games, but they typically refrain from getting too edgy (with some recent exceptions).