Marketing & Communications Briefs

Businesses have realized the importance of building an outside-in culture. Now chief marketing officers have an opportunity to lead by engaging their C-suite colleagues in the change.

Join communication expert Nick Morgan as he discusses his new book, Can You Hear Me?: How to Connect with People in a Virtual World, which outlines five big problems with virtual communication and offers entrepreneurs, business professionals, and managers a clear path forward for helping us connect better with others in a more virtual world.

With virtual influencers and sponsored Instagram stories, is influencer marketing still... influencer marketing? Yes. And no. Or at least, it is not consumer-to-consumer influencer marketing grounded in the genuine authentic endorsement of a consumer sharing her story and experiences with a product with her friends and yes, followers. Done right, it is about harnessing consumer passion for brands and connecting them to opportunities to share their love in the context of their own story.

As the U.S. women’s national soccer team celebrated their second straight victory in the World Cup, chants demanding “equal pay” erupted from both players and fans. This isn’t the first time, nor will it be the last, that gender discrimination and inequity will be in the media spotlight.

Businesses have an increasing need for dynamic access to expertise and specialized knowledge. Today’s emerging technologies can facilitate access through subscription-based services. Many B2B companies have the skills, credibility, and technology to turn what has been a cost center into a revenue generator – and to cement their customer relationships in the process.

Is the newspaper industry "toast," as Warren Buffet has said? Local news stands to suffer the most if so, given that it was the unique province of local newspapers. But that might present an opportunity for companies to take up the cause of local reporting.

Does your Net Promotor Score (NPS) give you all the information you need? NPS is a helpful start to understanding how your users feel about your brand. Digging deeper, a vibrant online community can provide much valuable insight into the sentiments beyond the score itself, giving your company a clear path forward for improvement.

Are you still using Ad Value Equivalency (AVEs) to measure the effectiveness of your PR? AVEs have been discredited and should never be used as a measure of anything, particularly not value. Here's why.

The only way corporate mental health initiatives can be successful is if they are aligned with communication efforts. There are several functions of corporate communications that are necessary to consider when evaluating a company’s approach to mental health.

Apple supplier Foxconn’s initiative to produce high-end iPhones in India opens new doors for Apple to use India as an export hub, including to the U.S., and also gives Apple better access to one of the world’s fastest-growing economies—and mobile phone markets. Indian consumers have felt very optimistic economically, and technology is a popular category for spending disposable income, as data from the Conference Board Global Consumer Confidence Index shows.