In today’s world of borderless communications it is PRs who truly understand the value of earned media, says FinchFactor’s Kerrie Finch, but the industry needs to stop working in silos and integrate in order stay relevant and produce even better content.
When expertly executed, gamified content heightens audience engagement. And with the industry predicted to grow to a value of £1.8bn by the end of 2016, JBH’s Jane Hunt says nothing beats a high-quality concept paired with a user-friendly, immersive experience.
Content marketing may be all the rage, but only thought leadership offers B2B brands an opportunity to create a long-term platform for owned, earned and paid media success. Linstock’s Simon Maule describes what it takes to be a thought leader and sets out the key steps.
Even in this digital age, 60% of UK journalists prefer traditional press releases over other news mediums. Vuelio’s Priyanka Dayal sets out a step-by-step guide on understanding the key points every press release must address and the channels they must depend on for success.
New research by the WFA finds that global brands are making extensive changes to how they buy digital media in response to growing concerns over issues including brand safety, viewability, transparency and ad fraud.
As custodians of the brand, marketers have a critical role to play in implementing purpose across organisations, says co-founder of brand substance agency Given London and former CSR manager at The Body Shop, Becky Willan.
Blockchain has the potential to force media buys to become much more transparent transactions but that doesn’t make it entirely foolproof, says Bob Wootton, principal of Deconstruction Consulting and former ISBA director.