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Master Class Articles

How can effective research strategies and tools best drill down to reach stakeholders?

April 25, 2013

Fielding research online can help reach critical audiences in emerging markets and can provide anonymity, which helps negate potential bias sometimes found in face-to-face data collection.

How can internships be improved to better prepare students and get results for firms?

April 01, 2013

Be up front about what is expected of interns and have a program in place that is consistent from year to year.

What do marketers understand about the influence of a diverse demographic that became apparent in the last election?

March 01, 2013

Multicultural marketing is not a one-message-fits-all strategy - there are segments and in some cases sub-segments within each ethnic group, so look to target and then develop outreach that is relevant to that specific culture.

What are the best ways to show the C-suite that it is worth investing in measurement?

February 01, 2013

Portray the positive impacts of measurement when trying to persuade the C-suite to invest in measurement, and always include digital in reports.

How should news distribution evolve to effectively address the role of earned media?

January 01, 2013

Earned media via a trusted source is still high on a client's wishlist. Crafting a compelling piece is more likely to get story coverage than a bland press release.

What trend or applications will have the biggest impact on content creation in 2013?

December 01, 2012

Content is key. However, without a proper marketing and communications strategy in place, the content developed by your brand will be lost among the crowd

What is the best way to use and interpret data generated by social media monitoring?

November 01, 2012

Data from social media monitoring is a potential treasure trove, but has to be analyzed correctly.

Master Class: How can brands, agencies, and developers create apps that will satisfy consumers?

October 01, 2012

When launching an app, it is important to consider if it is simple to use, addresses the needs of consumers, and is original. Leaving these bases uncovered jeopardizes the potential success of an app.

How do you execute internal announcements that also reach out to external audiences?

September 01, 2012

When releasing internal messages always be prepared for them to reach external audiences and have a team on standby to answer questions from the media.