Email May Not Be New or Cool, But It’s Still the Killer App

Although we’re increasingly being told that email is outdated and largely ignored by anyone under thirty, a new study from the UK shows that email marketing is six times more effective than social media. Shopping and price comparison website Give as you Live, a shopping and price-comparison site with a strong charitable giving component, surveyed over four thousand shoppers in the UK and found that nearly two thirds (64 percent) would interrupt what they were doing to click on an link in a retailer’s marketing email. Only 10 percent said they’d click on a retailer’s link on a social media site.

What PR Can Borrow From Content Marketing’s Toolkit

Public relations and content marketing are often thought of as distinctly different disciplines, one residing on the outer rim of the funnel and the other near the point of purchase. But in a new post on HYPERTEXT, Mark Yeow suggests that content marketers could learn the art of storytelling from public relations pros and PR specialists could benefit by borrowing from the content marketer’s toolkit. 

Dark Sites are Crucial for Effective Crisis Communications

In a post on Corp Comms called Going Dark, journalist Caroline Poynton explores the role of dark sites in crisis communications, beginning with an account of how Malaysia Airlines deployed its dark site just a few hours after Malaysia Airlines Flight 370 went missing on March 8, 2014. 

Once Strange Bedfellows, SEO and PR are Now a Power Couple

Not all that long ago, SEO and PR would have been considered strange bedfellows—distinct entities and with distinct digital marketing features. But now the two are married, according to John Rampton, who says in a recent Forbes post that “SEO and PR now are working more closely together within a new integrated and evolved digital landscape.”

Why Your Website and Online Newsroom Should Be Mobile-Friendly

Mobile technologies are a key driver of most retails sales in the UK, according to a new study from xAd. Over 80 percent of research done on mobile devices results in an ecommerce or brick-and-mortar purchase, and one-third of all users say that their mobile device is the primary source of retail purchases. 

Effective Content Marketing and Smart Technology Cut Out Costly Steps

“Here’s the formula if you want to build a billion-dollar internet company,” says Twitter founder Ev Williams, “Take a human desire, preferably one that has been around for a really long time … identify that desire and use modern technology to take out steps.” Jay Acunzo of the Content Marketing Institute quotes Williams in a recent post focused on the ways smart content marketing, like useful technology, removes steps.

Brand Journalism: Old as the Hills, Hotter than Ever

Given the amount of attention the term “brand journalism” has been garnering over the past year, it would be easy to mistake it for a new idea or a hot young cousin of content marketing. But brand journalism has been around as long as there have been brands—what’s new(ish) is that brands have in many cases stopped relying on agencies or friends in the press to tell their stories. Brands have become publishers, with behemoths like GE and Coke leading the way.