Most marketers have by now figured out how to use search engine optimization and ad placement optimization to yield better results from their digital marketing efforts. But they are missing a third tool to help them get the best results. In our work with clients we invariably find that earned media accounts for a sizable portion of all traffic and lead generation (it's not unusual to see it account for anywhere from 25% to 40%). Optimization experts often talk of ...

Republished From Institute For Public Relations Conversations Digest // "What do web analytics have to do with public relations?" It's a good question, given that web analytics are most often used by SEO professionals and online marketers to track visitors and sales from search results and content advertisements. The digitization of communications has enabled marketers to better understand the impact of their campaigns by directly measuring audience behavior. This is critical to companies that spend large sums on buying media placements ...