Marketing
Top stories summarized by our editors
2/15/2018

Outbrain has revealed a new platform called Sphere, which provides content recommendations across select premium publishers such as CNN, Penske Media, Meredith and The Washington Post. The platform's algorithm tracks individual user browsing behavior to make personalized, relevant recommendations.

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MarTech Advisor
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Meredith Corporation, Outbrain, CNN
2/15/2018

Ninety-seven percent of B2B marketers said business decision-makers are likely to have a preferred vendor in mind before the purchase group is established, according to a study by B2B Marketing and gyro. This means that marketers need to reach influencers much earlier in the buyer's journey than many have anticipated.

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ana.net
2/15/2018

Designers are battling short attention spans in their efforts to entice visitors to read content on their sites, Carrie Cousins writes. She offers advice on how to combine writing and visual elements to keep people interested.

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Design Shack
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Carrie Cousins
2/15/2018

In an environment whose demographics are growing more complex among younger generations, behavioral ad targeting is taking on new prominence. Annalea Krebs explores five reasons behavioral targeting will pay off in 2018, including the advantage of avoiding false and misleading generational stereotypes.

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Adweek
2/15/2018

The Guardian has raised its Instagram following by more than half in just a year. Jessica Davies analyzes the mechanics of the publisher's successful strategy, including a commitment of dedicated staff and a boost in regularly posted Instagram Stories.

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Digiday
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Jessica Davies, Instagram
2/15/2018

HP global marketing head Alex Craddock talks about why he believes marketing has entered the "Experience Age," which he says is "defined by greater complexity, omnichannel being the only channel, technology becoming more human and, in turn, brands being more important than ever and our experiences becoming more personal." He explains why data and insights are critical to respond to this challenge.

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CMO
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Alex Craddock, HP
2/15/2018

Abercrombie & Fitch has created a 12-episode digital-reality series called "The Carpe Life" for Hollister, hosted by influencer Hunter March on AwesomenessTV's YouTube channel. Hollister's last collaboration with AwesomenessTV, a series dubbed "This Is Summer," garnered 16.3 million YouTube views and 4.4 million engagements on social media.

2/15/2018

Clever advertisers are using the Winter Olympics to tell stories and show how their brand's values are reflected in the personal tales of competing athletes and in the positive ethos of the Games, writes Jonathan Crowl. He cites Procter & Gamble's "Thank you, Mom," which aligns the brand with the mothers who make Olympics dreams come true for their aspiring children, as the perfect example.

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The Content Standard
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Jonathan Crowl
2/15/2018

The Accreditation in Public Relations certification can help professionals learn to work with new methods and identify areas of strength and weakness, writes Ira Gostin, APR. He describes his experience with the accreditation process as "an exciting career present," and says it helped improve his professional life, noting "the path was the most important part of this process."

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PRSAY
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public relations
2/15/2018

Be sure to register for TODAY's free member webinar, "Modern Ghostwriting," to learn techniques to capture your subject's "voice." The session airs live today from 3-4 pm ET, and you can register here.

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apps.prsa.org