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Headlines
Maximising Your Online Visibility: Creative Advertising Strategies for 2025 | Passionate in Marketing, 17 may 2025
B2B brands up influencer marketing budgets | eMarketer, 16 may 2025
Why PR is becoming more essential for AI search visibility | Search Engine Land, 16 may 2025
What's New In Branding? 20 Trends And How To Leverage Them | Forbes, 15 may 2025
Appeals court confirms that tracking-based online advertising is illegal in Europe | Engadget, 14 may 2025
Niche or mass? A guide to festival marketing in 2025 | Vogue Business, 14 may 2025
Why Fast-Moving Issuers Win in a World of Customer Impatience | PYMNTS, 13 may 2025
7 Things Entrepreneurs Should Know About Sales and Marketing Today | Business.com, 13 may 2025
How data analytics can drive retail customer engagement | Retail Customer Experience, 09 may 2025
Sales software for small business: 10 of the best options on the market today | PandaDoc, 03 may 2025
August 2020
Mohammad Anas Wahaj | 31 aug 2020
COVID-19 has brought about new challenges for brands and businesses. Changing consumer behavior, excessive use of social media, prevalence of fake news, fast spread of public opinion through internet etc has exacerbated the problems that businesses are facing. The large amount of content that is generated at this time is filled with mixed emotions - happiness, anger, fear, and disgust. Anubhav Mishra, professor of marketing at the Indian Institute of Management Ranchi, provides a solution for brands to follow to manoeuver through the current marketing challenges - a simple LAC Model - that stands for Listen, Act, and Communicate. He explains - (1) LISTEN: 'Social media listening is the first step, which most of the brands regularly do as part of their digital marketing strategy. Brands collect information and do a sentiment analysis to understand the emotions hidden in those tweets or Facebook posts. Sentiment analysis reflects what consumers are feeling about that brand. A careful filtering of the information should reveal consumer's expectations and challenges from the brand.' (2) ACT: 'The next step is to act on the information collected in the listening process...Brands should find innovative ways to act on the information to ease the pains of consumers.' (3) COMMUNICATE: 'A critical aspect of communication is to gather free media and support from consumers...A firm must resist the temptation to chest thumping which can severely backfire. Many people are dying globally and there is a general atmosphere of fear and mistrust...Consumers are showing signs of distrust and skepticism toward any communication. In such scenario, content must be created to show feelings of concerns towards the severe spread. Brands should reflect that they care for their consumers in these testing times.' Read on...
Campaign India:
Opinion: Marketing in the time of Covid-19
Author:
Anubhav Mishra
Mohammad Anas Wahaj | 25 aug 2020
Timing, as in most things in business and elsewhere, is the key to get the most effective and valuable outcome. Public relations for organizations and brands is no different in this regard. When and how much PR is needed requires diligent research and assessment. To avoid costly PR mistakes, April White, founder of Trust Relations, suggests ways to evaluate PR-readiness of a brand. She emphasises that both clients and PR professionals should assess the PR requirement for optimum results. She says, 'A brand is PR-ready when it has a great product, service or story to tell - and assets to support them.' Following are the 10 tips - (1) Professional website providing sufficient information is a must for credibility. (2) Clear brand positioning with defined mission statement, core values, SWOT analysis, competitive landscape etc. (3) Identified target audience to achieve business and marketing goals. (4) Expertise or thought leadership of executives running the company and their credibility to provide industry commentary and insight. (5) Professionally designed packaging to match with the stories brand wants to tell. (6) Supportive research about the product or service like market data, white paper on industry topic, survey regarding demand etc. (7) Dedicated and trained spokesperson to handle queries and interviews. (8) A client representative with the capacity to effectively manage a PR team and be a communication link. (9) Relevant and compelling content in the form of professional images, videos etc to share with the media. (10) Brand's ability to scale to meet the demand after the PR efforts are done for long-term value. Read on...
Forbes:
When Is A Brand PR-Ready? 10 Things For Agencies And Clients To Have In Hand
Author:
April White
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