Marketing
Top stories summarized by our editors
11/13/2018

Artificial intelligence is enhancing digital marketing by enabling marketers to provide more relevant and personalized experiences, Nicole Martin writes. Employ AI to anticipate the needs of individual prospects and to deliver interactive support in real time via chatbots, she suggests.

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Forbes
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Nicole Martin, AI
11/13/2018

Web professionals need to understand the difference between performing search engine optimization functions for a single client in-house and for an agency that may have dozens of sites. Brian Harnish advises pointing to the more mechanical approach needed for agency work and describes seven factors to take into account when doing in-house SEO.

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Search Engine Journal
11/13/2018

Carrie Cousins presents November's menu of new resources for designers and developers, a wide-ranging list of tools. They provide help for improving productivity and boosting collaboration, as well as suggesting new icons and design kits.

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WebDesignerDepot
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Carrie Cousins
11/13/2018

Joining the array of lending options for small businesses is Funding Circle, a UK-based lender that specializes in the field. The company thinks small businesses in the US are underserved and is aiming to achieve prominence with superior terms in a fractured market.

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Forbes
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Funding Circle
11/13/2018

Silicon Valley PR pros: take advantage of all that PRSA offers by registering for the "Future Communications" workshop at IBM Watson West in San Francisco, Calif., this Friday from 9 a.m.-5 p.m. Pacific Standard time. You will learn how new technology might affect your PR practice and how to implement new tech into your media mix. Register here.

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apps.prsa.org
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PRSA, IBM Watson
11/12/2018

Yellow Tail is adding a new twist to its Super Bowl regional ad strategy this year, circumventing Anheuser-Busch’s exclusive alcohol ad rights. The wine brand is also launching a social media sweepstakes to encourage fans to submit original content in exchange for a chance to win a $15,000 trip for two.

11/12/2018

Hyundai used a targeted marketing campaign to boost sales for its 2018 Sonata by identifying in-market sedan buyers and owners of competitors sedan models rather than using a broad, global approach. After identifying its target audience, Hyundai teamed with Eyeview to produce videos that compared rival models to the Sonata and highlighted the Sonata's features in comparison to specific models depending on the viewer.

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Hyundai, Eyeview
11/12/2018

A Ladders' study found recruiters spend an average of 7.4 seconds on an initial review of a resume, and John Elsasser, publications director at PRSA, writes that the best resumes include simple layouts with clear sections for mission statements and job titles, allowing recruiters to easily scan the resume. Candidates should avoid multiple columns and should avoid long sentences when describing accomplishments.

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PRSAY
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PRSA
11/12/2018

Even talented workers may have their career progression halted by issues such as poor peer relationships or inadequate executive presence. These types of issues can be fixed, but there is often a breakdown during the feedback process.

11/12/2018

Diageo is promoting moderation with a reprise of its "Drink Positive" campaign. Whereas last year's iteration of the responsible drinking push featured influencers, this year's campaign will showcase Diageo employees sharing stories about their efforts to support moderation.

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Checkout (Ireland)
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Diageo