Category: Communication Strategy
Emerging technologies are changing public relations, but PR pros have been slow to adapt. In 2014, only 53 percent performed content marketing, and even fewer used search engine marketing (49 percent) or had a mobile engagement strategy (34 percent). To survive and thrive in this new world, PR departments need to evolve fast. In this session, you’ll learn the tactics traditionally associated with marketing that will help you expand your brand's reach and impact, outpace competitors and turn your department into a power player within the organization.
You also will learn how to:
• Attract larger, targeted audiences to your most important brand messages with inbound marketing strategies.
• Increase engagement by appealing to mobile-dependent audiences with content that fits the small screen and on-the-go lifestyles.
• Ripple PR success to departments across your organization with data insights that make a bottom-line impact.
Marketing Tactics Covered:
• Content Marketing — PR is perfectly suited for success since it keenly understands customer pain points. Content raises brand visibility and awareness, facilitates conversation and mitigates crises.
• SEO — Attract more people to your brand and messaging by identifying keywords and using them to optimize sites, identify content voids and better understand what your target audience wants.
• Mobile Engagement — Reach consumers on the small screen or while they're on the go as mobile becomes a primary platform for content consumption, research and message sharing.
• Measurement Insights — Google Analytics is more than measuring and reporting successes and weaknesses. Success depends on drawing meaning, hypotheses and insights from data to implement or test changes for the organization.
Mark Thabit, chief marketing officer, Cision
As chief marketing officer of Cision, Thabit guides the global product vision, builds Cision’s brand in the marketplace and oversees the development of integrated demand generation plans that drive leads, acquire customers and increase customer retention across product lines. Thabit joined Vocus, which later became Cision in 2014, with more than 23 years of sales and marketing experience in the technology arena.
Prior to Cision, he led product, segment and solution marketing teams at CDW for nearly 10 years. He also has worked at Wingcast, SBC and AT&T. He holds an MBA from Northwestern University’s Kellogg School of Management, and a BSBA from Bucknell University.
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