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… Equivalency – measurement of column inches – are long behind us. Circulation is fine, but SEOs are pros at measuring eyeballs. What’s more, letting PR teams know how much their placements contribute to the bottom line using conversions in analytics will help them make a case for the things they need. In return, your PR colleagues are often the gatekeepers…
What’s been the marketing story of 2014? Content marketing? Perhaps. It’s certainly consumed a lot of digital column inches. But, now that we find ourselves in the tail end of the year, we’re itching for something new. So, here’s the big question: what’s coming next? A better use of marketing data and analytics? CMOs spent 8 percent of marketing budgets on analytics this y ...