posted at 23:50
Author: Rebekah Iliff
Why PR is embracing the PESO model
Equipped with analytics, which is the "light" that brings clarity to both organic and paid content, PR pros gain insights into what types of content works best; then they can track, test and iterate to optimize future campaigns. The emergence of native advertising and content marketing has also played an integral role in the shifting PR tides. Josh Payne, founder and CEO of StackCommerce, a company innovating in the native commerce space, gives insight into the recent move publishers have made in terms of rethinking paid content: "Web audiences got tired of banner ads, and had severe digital advertising fatigue. The GTAI results were shared across Dell's social media platforms, including tweets from the @Dell handle, and the social community was encouraged to use the hashtag #delltechindex. Technology enables a company to draw in the customer; then directs them to an ecosystem of content, allowing them to learn, explore, interact and ultimately make a buying decision. In the GTAI example, Dell worked closely with their agency of record, WPP Team Dell, on the rollout. Joe Rivas, global client leader at Y&R Team Dell sums it up nicely: "Marketing is undoubtedly becoming content-driven and content opportunities can be overlooked if you're working in silos. An integrated initiative like GTAI was made possible by a genuine commitment to horizontality - both at WPP and Dell - where PR, digital, media and social all have equal seats at the table with one mission in mind, to identify and develop the best content possible.

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