Over the past couple of years, I’ve written quite a bit about the changing skills and capabilities required in the corporate communications organization.  There is now emerging evidence to suggest this transformation is not only happening but it’s accelerating and with positions few could have anticipated a few years back.

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Last month, my column focused on the agency selection process and featured commentary from a range of agency CEOs.  They asked for anonymity because they were fairly critical of how most reviews get done. 

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There was no shortage of thought leadership at Social Media Marketing World 2016, held this past week in San Diego. After packing 12 sessions into two days – no small feat – I emerged with these key insights from this year’s conference.

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Here are 10 criticisms, 10 pieces of advice

The new Global Communications Report released just last week by the University of Southern California Annenberg Center for Public Relations predicted the public relations agency business will increase in size from $14 billion today to nearly $20 billion in just five years.

 

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One of the most exciting challenges about being a digital consultant is staying abreast of the latest trends on social media. Social media is a “jungle” as Social Media Examiner rightly describes. So what better way to learn about the ever-changing landscape from thought leaders who live in the social media jungle and navigate it every day? 

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With SXSW Interactive behind us, what are some of the insights that we can apply to the communications field? One of the most illuminating topics covered was the emergence of Gen Z, now 83 million strong. This group of 5 to 20-year-olds (¼ of the U.S. population) strays from the path that Millennials have blazed, forcing companies to once again rethink their approaches to this upcoming demographic shift. Characterized as ethnically diverse, gender fluid, and multiracial, Gen Z is a new breed of consumer. By 2020, they’ll grow to 40% of all consumers in the United States with $3.2 trillion in purchasing power.

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In 2016, social media advertising is one of the most financially viable and effective means of advertising. With social media advertising revenues set to increase by another 18% this year (1), it is close to becoming a $10B industry in the US alone.

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I‘m not sure we’ve reached a tipping point yet, but the trend towards greater integration of communications and marketing is accelerating at an even more rapid clip than just a year or so ago.

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PulsePoint Group
March 15, 2016

The penultimate day of SXSW Interactive was filled with valuable sessions and learnings. Here are our key takeaways from the day.

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PulsePoint Group
March 14, 2016

Day 3 of SXSW Interactive brought more eye-opening sessions. Our team of SXSWi-goers share their favorite learnings below:

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