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Topic- Marketing
Linking earned media to action: PR power white paper
Onclusive, a New York City-based analytic platform to support public relations and communications teams, has published a whitepaper detailing the findings of its PR Attribution data study. The study "uncovered some surprising insights into the relationships between different media attributes and desired consumer actions, which could change how communicators approach their work," the company says. Publications and marketing staff, in particular, might want to take a look, as well as anyone interested in understanding the potential value of their media efforts.
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Guide to building an employee advocacy program
While employees can be an organization's most powerful and effective source for marketing, recruiting and retention, how can you turn busy staffers into influential advocates and ambassadors for your brand? Ragan Communications aims to help organizations answer that question with a new, free and comprehensive guide, "How to build an employee advocacy program," which delves into tactics every business can use. It's definitely worth a read.
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Stats: 30% growth in time spent on mobile among GenX/Boomers in 2020
This 55-page (pdf format) report is chock-full of interesting data and trends re: mobile and is well worth a read, especially by marketers. As noted in the headline, GenX/Boomers (interestingly, grouped together as a single category) spent 30% more time year-to-year in their most used apps, followed by millennials, who spent 18% more time, and Gen Z, who spent 16% more time.
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"Pure panic": Newspaper portrayals of residential care during pandemic
Researchers from the Bar-Ilan University School of Social Work in Ramat Gan, Israel recently investigated coverage of residential care during the pandemic in three US newspapers: The New York Times, USA Today and The New York Post. They found "fearmongering and the portrayal of residential care as lacking transparency" and predict this "will likely create future mistrust of the industry." Organizations should consider reading the article, particularly since "residential care," as defined in the study, covers "nursing homes, long-term care facilities, assisted living facilities, retirement communities."
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McKinsey: The next normal for marketers
Five years of digital adoption happened in just eight weeks. That's the first among six behavior changes marketers need to grasp for the next normal, according to McKinsey and Company. The consultancy has dug deeply into consumer behaviors over the past couple of months and provides actionable insights relevant to most organizations, including those in the active-aging industry. The article describing important trends in consumer behaviors contains copious links to additional timely articles and supporting data.
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Creative Effectiveness Ladder toolkit for marketers launches
Market research firm WARC and Lions Live, an initiative of Cannes Lion, have produced a revealing white paper on creative effectiveness and a toolkit for marketers who want to explore and implement the creative effectiveness ladder. It's not just for creatives in the film industry! The toolkit, white paper and explanatory video dive into strategies that can be adapted to any industry, with some tweaking. It includes in-depth advice on campaigns to change behavior and build brands, among others, built mainly around setting objectives, asking the right questions, and implementing appropriate tools to build sales, market share and return on investment. At the least, reviewing these materials is likely to open a window on new approaches and spark creative thinking.
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