March 22, 2007
Michelle Damico on controlling the b-to-b media interview
Michelle Damico, Vice President, Public Relations, shares her insights on taking the reins of the b-to-b media interview in the new edition of the PR News® Media Training Guidebook.
December 2, 2005
New Vehicles for B-to-B Advertising
One of the biggest challenges marketers currently face is finding new, effective ways of communicating with an audience that’s increasingly moving away from traditional media vehicles.
November 11, 2005
Getty Images Puts Its Stock in Creativity
Jack Sansolo has gained a lot of marketing experience in his extensive career, but he doesn’t consider himself a master at it. In fact, the senior vice president and chief marketing officer of Getty Images, Inc., doesn’t think anybody really can master it.
October 21, 2005
With Biometrics, a Big Opportunity Is at Hand
Sometimes it’s hard to put your finger on what the next big development in technology will be. Marketers, take note: This isn’t one of those times.
August 28, 2005
Optimizing Press Releases for Google
The Internet has revolutionized the way companies market themselves to the business world. Traditional PR efforts are still important, but when press releases are posted on a company's Web site, they are able to reach a much larger audience, thanks to the advent of sophisticated search engines like Google.
August 12, 2005
Launching a Web Site? Use Some Foresight
OK, so you’ve finally done it: You’ve bitten the bullet and decided to start your own shop. And one of the key things you’ve learned in the past few years is that you have to have a Web presence today or you’re dead.
July 29, 2005
The Business End of Fence-Mending: Reinhard’s American Dream
Keith Reinhard is out to change the world-again.
The consummate ad man remains chairman of DDB Worldwide, one of the largest global advertising agency networks in the world, with 206 offices in 96 countries. An acknowledged visionary and famed author of the McDonald’s “You Deserve a Break Today” slogan, Reinhard has been called a creative genius and has left an indelible mark on the world of advertising.
July 15, 2005
Customer-Centric Marketing: We Are the Champions
If customer data continues to gain strength as the driving force in new-business development, where does that leave the marketing department?
June 30, 2005
RSS Feeds: What Are They and How Do I Get Started?
Technology, as it is wont to do, changes all the time. Just a few years ago, we didn't have blogs, expandable banner ads or RSS feeds. Don't know what an RSS feed is? Actually, it stands for Really Simple Syndication (or Rich Site Summary, depending on whom you ask). It came on the scene within the past few years as a way to keep track of regularly updated sites. For example, let's say you are a regular reader of 25 blogs.
June 17, 2005
A Vertical Angle in the Search Engine Marketing Circle
With the likes of Google, Yahoo!, Ask Jeeves and MSN ruling the roost in the online search business, launching a new search engine business today would be akin to bringing coals to Newcastle, right?
May 27, 2005
Survey Says: Vital Signs Are Strong for Small Business
If you work at a small to midsized business, odds are you’re feeling rather chipper these days. Or at least you should be. The results of the segment’s annual checkup are in, and the prognosis is good.
April 29, 2005
Checking In On Your New Year’s Resolutions
At the start of the year, we provided a list of 12 New Year’s marketing resolutions. Now, we’re sure that some of you put these resolutions on your to-do list, while others certainly meant to get around to them … someday.
April 29, 2005
Pass the Word: Word of Mouth Marketing Comes Into Its Own
From the time we wake up in the morning until the time we go to bed, we will be bombarded with over 3,000 marketing. 188 per hour. Three per minute.
April 15, 2005
What Makes a Great Banner Ad? (Part II)
Last week, we discussed a few elements that make up quality banner advertisements: design, messaging and relevance. And what we saw is that while banner ads have turned 10, they’re still growing. Creatives are finding graceful, arresting ways to use the medium, as well as make them germane.
April 1, 2005
What Makes a Great Banner Ad?
For more than 10 years, marketers have turned to banner ads to spread their messages on the Web. But surprisingly most banner ads are just as uncoordinated and unclear in their adolescence as they were as toddlers.
March 17, 2005
The Current Debate About RFID
There’s one buzzword that’s igniting the passion of supply chain managers, privacy advocates and marketers alike – RFID. But even if you haven’t heard this acronym before, you might currently be a part of the nascent RFID revolution. Let’s look at the basics of RFID, and some pros, cons and uses.
February 18, 2005
A Quick Overview on Working With Channel Partners
Our agency recently spoke with a company that had developed a software product. Being new to their industry, they were wondering about the best go-to-market strategy. We mentioned channel partners (authorized resellers of your products) and their CEO said that would take care of everything. “No”, we replied, “It just creates a different set of concerns”.
February 4, 2005
A Public Relations Take on Blogging
In the last issue of Highbeam, we examined how blogs are becoming business as usual. And while many high-profile companies, from Microsoft to Sun to BBC, have already started blogs, other businesses remain skeptical about how—and even if—a blog is beneficial from a public relations standpoint.
January 20, 2005
Business Blogging in the Now
By now, nearly everyone’s heard about blogs – one gets started every eight
seconds, in fact. But perhaps you’re not quite sure how starting a blog
or getting involved with the blogging community can help your business.
January 7, 2005
Twelve New Year’s Marketing Resolutions Every Company Should Make
Just as we all tell ourselves that we will eat less and exercise more, the
start of the New Year is a great time to look at your organization’s marketing
efforts and make some adjustments. While many of these ideas may not be new to you,
it helps to have a reminder every now and then.