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| digital content marketing pittsburgh: Digital Media Barton James, 2013-06 THIS BOOK DELIVERS two decades -- 900+ PROJECTS 500+ companies -- thousands of people -- an executive point summary -- a revolution from analog to digital. DICK'S SPORTING GOODS Ecommerce, IBM Software, PNC Training, ATT Multi-Souce, HOLIDAY INN Image, BAYER, FISHER, WASHINGTON, PSU, NASCAR, more. |
| digital content marketing pittsburgh: Digital and Social Media Marketing Aleksej Heinze, Gordon Fletcher, Ana Cruz, Alex Fenton, 2024-08-13 Now in its third edition, Digital and Social Media Marketing provides a practice-led approach to digital marketing. This highly regarded textbook combines academic theory with practical examples from a range of different organisations worldwide to highlight techniques for the development and maintenance of a successful digital presence. The book’s customisable models offer organisations a way to decipher their current situation and plan a clear road map for developing a marketing strategy appropriate for the digital era. This rich and accessible textbook has been fully updated to reflect the current global landscape. The content of this third edition has been expanded to: consider the concept of GDPR as a sound framework for responsible marketing offer a greater focus on sustainable marketing throughout, linked to the UN Sustainable Development Goals place emphasis on the importance of crisis and reputation management explore the latest material in big data, data management and data privacy cover the latest in martech trends, particularly related to automation, machine learning and artificial intelligence provide new case studies from China, India, Nigeria and across Asia, alongside student activities and questions designed to improve learning outcomes This textbook provides a hands-on, user-friendly platform to turn skills and knowledge into a strategic advantage. It is ideal for advanced undergraduate, postgraduate and executive students of digital marketing and marketing strategy, as well as for practitioners aiming to be at the cutting edge of digital and social media marketing. Online resources include PowerPoint slides and a test bank. |
| digital content marketing pittsburgh: Handbook of Research on Digital Media and Advertising: User Generated Content Consumption Eastin, Matthew S., Daugherty, Terry, Burns, Neal M., 2010-07-31 This book bridges the gap between professional and academic perceptions of advertising in new media environments, defining the evolution of consumerism within the context of media change and establishing the practical issues related to consumer power shifts from supplier to user--Provided by publisher. |
| digital content marketing pittsburgh: Social Media Marketing Stephan Dahl, 2021-03-31 Helping you make the connections between the theory and practice of social media marketing, this third edition of the popular text has been updated to include technological advances in practice such as AI and virtual marketing, alongside a brand-new chapter on the rise of influencer culture and marketing. Examples and case studies throughout help you to contextualise the text through popular brands and platforms such as Instagram, Dunkin Donuts, Amazon and also political marketing for social movements such as Extinction Rebellion. This text is essential reading for all marketing students, researchers and practitioners today. |
| digital content marketing pittsburgh: Decolonising Digital Media and Indigenisation of Participatory Epistemologies Fulufhelo Oscar Makananise, Shumani Eric Madima, 2024-08-13 The book provides valuable insights on decolonising the digital media landscape and the indigenisation of participatory epistemologies to continue the legacies of indigenous languages in the global South. It is one of its kind as it climaxes that the construction phase of self-determining and redefining among the global South societies is an essential step towards decolonising the digital landscape and ensuring that indigenous voices and worldviews are equally infused, represented, and privileged in the process of higher-level communication, exchanging epistemic philosophies, and knowledge expressions. The book employs an interdisciplinary approach to engage in the use of digital media as a sphere for resistance and knowledge transformation against the persistent colonialism of power through dominant non-indigenous languages and scientific epistemic systems. It further advocates that decolonising digital media spaces through appreciating participatory epistemologies and their languages can help promote the inclusion and empowerment of indigenous communities. It indicates that the decolonial process can also help to redress the historical and ongoing injustices that have disadvantaged many indigenous communities in the global South and contributed to their marginalisation. This book will appeal to undergraduate and graduate students, scholars, and academics in communication, media studies, languages, linguistics, cultural studies, and indigenous knowledge systems in higher education institutions. It will be a valuable resource for those interested in epistemologies of the South, decoloniality, postcoloniality, indigenisation, participatory knowledge, indigenous language legacies, indigenous artificial intelligence, and digital media in the Fourth Industrial Revolution. |
| digital content marketing pittsburgh: Media and Digital Management Eli M. Noam, 2019-01-23 Being a successful manager or entrepreneur in the media and digital sector requires creativity, innovation, and performance. It also requires an understanding of the principles and tools of management. Aimed at the college market, this book is a short, foundational volume on media management. It summarizes the major dimensions of a business school curriculum and applies them to the entire media, media-tech, and digital sector. Its chapters cover—in a jargonless, non-technical way—the major functions of management. First, creating a media product: the financing of projects, and the management of technology, HR, production operations, intellectual assets, and government relations. Second, harvesting the product created: market research, marketing, pricing, and distribution. And third, the control loop: media accounting and strategy planning. In the process, this book becomes an indispensable resource for those aiming for a career in the media and digital field, both in startups and established organizations. This book is designed to help those aiming to join the media and digital sector to become creative managers and managerial creatives. It aims to make them more knowledgeable, less blinded by hype, more effective, and more responsible. |
| digital content marketing pittsburgh: Direct, Digital & Data-Driven Marketing Lisa Spiller, 2020-01-09 In this latest edition of her classic text, Lisa Spiller takes an insightful, in-depth look at contemporary marketing concepts, tactics, and techniques and the dynamic innovations that continue to drive and shape this multi-faceted, multi-dimensional field. Direct, Digital, and Data-Driven Marketing recognizes the growth of the various digital formats as the newest interactive channels for conducting modern marketing. But it does not overlook the traditional principles of direct marketing still relevant today. This book examines the field both as it once was and as it is evolving. With plenty of learning features online resources, the Fifth Edition provides an engaging journey, which will leave any marketing student with a thorough knowledge of how all kinds of businesses manage regular communication with their customer base and target demographic. |
| digital content marketing pittsburgh: Digital Advertising Shelly Rodgers, Esther Thorson, 2017-02-17 Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners. |
| digital content marketing pittsburgh: Strategic Integrated Marketing Communications Larry Percy, 2018-04-24 The key to effective integrated marketing communication is planning, and that is what this book is all about. It provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective IMC programme. Throughout, attention is paid to balancing theory with practical application, how to successfully implement theory for effective communication. Step-by-step, knowledge and understanding builds through the book, starting by laying a foundation to provide context, looking at the role of IMC in building brands and strengthening companies. The book then looks at what goes into developing and executing effective messages, and how to ensure that they are consistent and consistently delivered, regardless of media. Everything is then pulled together, providing a detailed, practical overview of the strategic planning process, what goes into it, and how it is implemented. Numerous examples and cases are included, along with ‘desktop’ tools and worksheets for developing and implementing an IMC plan. Thoroughly updated, with special attention throughout to the increasing importance of digital media in marketing communication, new to this edition are: the introduction of a general model of positioning and the important relationship between positioning and brand awareness and brand attitude strategy; a look at the role of the preconscious in message processing; a much expanded look at media and media planning concepts; an expanded and more detailed section on digital media; a section on content marketing. |
| digital content marketing pittsburgh: Digital Media and the Creative Process Robert Brainard, 2009-01-15 Digital Media and the Creative Process, as the title suggests, provides a topic to discuss the challenges and the possibilities that designers en- counter as they integrate digital tools in their daily workflow. It features a number of high quality submissions of articles that insightfully address the subject. |
| digital content marketing pittsburgh: The New Marketing Cheryl Burgess, Mark Burgess, 2020-07-27 The New Marketing, with contributions spanning CMO trailblazers to martech disruptors, behavioral economics luminaries at Yale to leading marketing thinkers at Kellogg and Wharton, is the GPS for navigating in a digital world and moves the craft of marketing through the forces of marketing transformation. |
| digital content marketing pittsburgh: Handbook of Research on Digital Media and Creative Technologies Harrison, Dew, 2015-03-31 Emerging technologies enable a wide variety of creative expression, from music and video to innovations in visual art. These aesthetics, when properly explored, can enable enhanced communication between all kinds of people and cultures. The Handbook of Research on Digital Media and Creative Technologies considers the latest research in education, communication, and creative social expression using digital technologies. By exploring advances in art and culture across national and sociological borders, this handbook serves to provide artists, theorists, information communication specialists, and researchers with the tools they need to effectively disseminate their ideas across the digital plane. |
| digital content marketing pittsburgh: BoogarLists | Directory of Interactive Marketing , |
| digital content marketing pittsburgh: Brand Storytelling Keith A. Quesenberry, Michael K. Coolsen, 2023-02-14 This innovative new text introduces students to the power of storytelling and outlines a process for creating effective brand stories in a digital-first integrated marketing communications plan. From the earliest works on storytelling to the latest research, this text explains why and how storytelling works, the forms storytelling takes, and how to develop an integrated advertising, PR, and strategic marketing communications campaign that leverages the power of story within the reality of today’s digital-first media landscape. Keith A. Quesenberry and Michael K. Coolsen present a balance of research and theory with practical application and case studies within a classroom-friendly framework for undergraduate or graduate courses or for the marketing communications professional looking for a guide to integrate storytelling into their brand communications. Emphasizing digital and social media perspectives in the strategic planning and campaign process, Brand Storytelling also surveys TV, radio, outdoor, print opportunities as well as earned, shared, owned, and paid media. Features: Chapters introduce discipline foundations through key figures, main content sections explaining concepts with examples, templates and stats, a main case study, questions for consideration, and list of key concepts for review. Coverage of new technologies in Web3, such as NFTs, cryptocurrency, media streaming, CTV, and the metaverse, ChatGPT, and DALL-E 2. Key terms are bolded and defined throughout and featured in a glossary along with an index of key concepts, figures, companies, and cases for easy reference. Plan/campaign research addresses evaluation and optimization of IMC execution including descriptive, predictive, and prescriptive analytics. Instructor resources include chapter outlines, learning objectives, test banks, slides, forms, template worksheets, example assignments, and syllabi. |
| digital content marketing pittsburgh: The Motivated College Graduate Brian E. Howard, 2019-03-01 Book Six in Motivated Series by Brian E. Howard. There are over 120 pieces of sage advice quoted throughout the book on how to effectively conduct a job search, write a powerful resume and LinkedIn profile,cover letters, and other communications. The Motivated College Graduate is the most comprehensive job search book written for the recent college graduate. It discusses real life job search issues facing today's college graduate. The book provides unprecedented insight and advice from some of the most credentialed and experienced career coaches and resume writers in the industry. These coaches and resume writers have specialized practices and work with recent college graduates. You will learn how to conduct an effective job search, stand out among your competition, get interviews, and job offers! Go inside the minds of these coaches and resume writers. Learn how they've coached other college graduates to land fulfilling career-level positions. Understand how the resume writers think about keywords, titling, branding, accomplishments, color, design, and a plethora of other resume writing considerations as they create winning resumes. Based on his extensive experience in the job search industry and by tapping into the collective knowledge of career coaches and resume writers who work specifically with college graduates, Brian Howard has written a comprehensive job search book that surpasses all other job search books written for the recent college graduate. |
| digital content marketing pittsburgh: Branded Entertainment in Korea Hyunsun Yoon, 2020-11-29 Branded Entertainment in Korea examines the varied texts and wider context of branded entertainment and related advertising and marketing communications practices in Korea. The book discusses the origins, development, current state, ethics, and regulations of branded entertainment in Korea, considering the impact and implications for communication users and regulators as well as industry actors. Over 30 cases from 2013 to 2019 are offered to provide an up-to-date account of current developments, with a closer look at the ethical challenges and controversies surrounding branded entertainment. The book also provides a review of branded entertainment-related literature in order to help the readers to understand this growing marketing discipline. This is a valuable case study for scholars and students of critical advertising studies, as well as those interested in broader disciplines of communication and media studies. |
| digital content marketing pittsburgh: BoogarLists | Directory of Marketing Services , |
| digital content marketing pittsburgh: Stories of Feminist Protest and Resistance Brianna I. Wiens, Michelle MacArthur, Shana MacDonald, Milena Radzikowska, 2022-12-19 Stories of Feminist Protest and Resistance: Digital Performative Assemblies foregrounds the importance of storytelling for coalition building, solidarity, and performative assembly. Bringing together scholars and activists from a wide range of disciplinary perspectives, this book offers creative explorations, analyses, personal stories, and case studies of digital feminist activism that speak directly to the many ways that feminist communities assemble for the purposes of protest and resistance. Through various forms of feminist media mobilizations, from hashtag feminism and platform activism to personal blogs and meme accounts, these chapters explore how digital feminists use the long-standing tactics of storytelling to counter the dominant narratives of white supremacy, colonialism, heteropatriarchy, and the intersecting oppressions that accompany such structures, both online and offline. By sharing stories of intersectional feminist assembly for collective justice, this book contributes to larger conversations about establishing alternative ways of seeing and being in the world, inviting others to assemble with us. |
| digital content marketing pittsburgh: Introduction to Interactive Digital Media Julia Griffey, 2019-12-12 This book offers a clearly written and engaging introduction to the basics of interactive digital media. As our reliance on and daily usage of websites, mobile apps, kiosks, games, VR/AR and devices that respond to our commands has increased, the need for practitioners who understand these technologies is growing. Author Julia Griffey provides a valuable guide to the fundamentals of this field, offering best practices and common pitfalls throughout. The book also notes opportunities within the field of interactive digital media for professionals with different types of skills, and interviews with experienced practitioners offer practical wisdom for readers. Additional features of this book include: An overview of the history, evolution and impact of interactive media; A spotlight on the development process and contributing team members; Analysis of the components of interactive digital media and their design function (graphics, animation, audio, video, typography, color); An introduction to coding languages for interactive media; and A guide to usability in interactive media. Introduction to Interactive Digital Media will help both students and professionals understand the varied creative, technical, and collaborative skills needed in this exciting and emerging field. |
| digital content marketing pittsburgh: The News Media C.W. Anderson, Leonard Downie Jr, Michael Schudson, 2016-08-11 The business of journalism has an extensive, storied, and often romanticized history. Newspaper reporting has long shaped the way that we see the world, played key roles in exposing scandals, and has even been alleged to influence international policy. The past several years have seen the newspaper industry in a state of crisis, with Twitter and Facebook ushering in the rise of citizen journalism and a deprofessionalization of the industry, plummeting readership and revenue, and municipal and regional papers shuttering or being absorbed into corporate behemoths. Now billionaires, most with no journalism experience but lots of power and strong views, are stepping in to purchase newspapers, both large and small. This addition to the What Everyone Needs to Know® series looks at the past, present and future of journalism, considering how the development of the industry has shaped the present and how we can expect the future to roll out. It addresses a wide range of questions, from whether objectivity was only a conceit of late twentieth century reporting, largely behind us now; how digital technology has disrupted journalism; whether newspapers are already dead to the role of non-profit journalism; the meaning of transparency in reporting; the way that private interests and governments have created their own advocacy journalism; whether social media is changing journalism; the new social rules of old media outlets; how franchised media is addressing the problem of disappearing local papers; and the rise of citizen journalism and hacker journalism. It will even look at the ways in which new technologies potentially threaten to replace journalists. |
| digital content marketing pittsburgh: Standard Directory of Advertising Agencies National Register Publishing, National Register Publishing Co. Staff, 1999 Whether you need to check out the competition, recruit top personnel, or find a new agency or vendor, the Standard Directory of Advertising Agencies TM gives you an inside advantage into the busy world of advertising. The new, 1999 edition profiles nearly 10,000 agencies and over 21,000 key executives. With 160 new listings -- including categories for Children's Market and Senior's Market -- the Agency Red Book TM gives you complete coverage on the entire advertising industry. |
| digital content marketing pittsburgh: The Social Media Bible Lon Safko, 2012-05-08 The go-to guide to social media skills, now in an updated and revised Third Edition The Social Media Bible is comprehensive 700-plus page social media resource that will teach corporate, small business, and non-profit marketers strategies for using social media to reach their desired audiences with power messages and efficiency. This newly revised 3rd edition addresses technology updates to the iPad, apps, Foursquare, and other geotargeted networks. New case studies and company profiles provide practical examples of how businesses have successfully implemented these strategies, using the newest social media marketing tools. Updates and changes to Google's search engine algorithms More information on plug-ins, widgets, apps, and integration Updates on Twitter and Yammer and new information on Google+ The latest in mobile marketing Master the latest social media tools and deliver powerful messaging in the most effective way possible with The Social Media Bible. |
| digital content marketing pittsburgh: Social Media Measurement and Management Jeremy Harris Lipschultz, 2019-06-25 This new textbook applies a critical and practical lens to the world of social media analytics. Author Jeremy Harris Lipschultz explores the foundations of digital data, strategic tools, and best practices in an accessible volume for students and practitioners of social media communication. The book expands upon entrepreneurship, marketing, and technological principles, demonstrating how raising awareness, sparking engagement, and producing business outcomes all require emphasis on customers, employees, and other stakeholders within paid, earned, social, and owned media. It also looks to the future, examining how the movement toward artificial intelligence and machine learning raises new legal and ethical issues in effective management of social media data. Additionally, the book offers a solid grounding in the principles of social media measurement itself, teaching the strategies and techniques that enable effective analysis. A perfect primer for this developing industry, Social Media Measurement: Entrepreneurial Digital Analytics is ideal for students, scholars, and practitioners of digital media seeking to hone their skills and expand their bank of tools and resources. It features theoretical and practical advice, a comprehensive glossary of key terms, and case studies from key industry thought leaders. |
| digital content marketing pittsburgh: Reference Reborn Diane Zabel, 2010-12-16 More than 30 stellar authors have contributed to these up-to-date essays on public services librarianship, including timely topics such as new service configurations, the impact of e-resources in reference and collection development, and innovative outreach. The roles of reference and public librarians are constantly changing. Today, it's not unusual for librarians to also serve as trend trackers, data analysts, project managers, IT troubleshooters, marketers, and staffing specialists. Academic and public libraries across the country are experimenting with new service models to accommodate new technology, budget constraints, and a clientele with new needs and expectations. Not surprisingly, librarians are assuming revised roles as a result. Reference Reborn: Breathing New Life into Public Services Librarianship is a collection of over two dozen essays on developments and trends in reference and public services librarianship, highlighting some of the best thinking on reference services, outreach initiatives, the migration from print to e-reference collections, staffing 21st century libraries, library school curriculum, and more. This text will appeal to library and information science students and educators, beginning and seasoned reference librarians and managers of public service departments in academic and public libraries. The education and training of reference librarians receives special attention. |
| digital content marketing pittsburgh: The Adweek Directory , 2009 |
| digital content marketing pittsburgh: The Truth about Transformation Kevin Novak, 2023-07-22 “Any organization that seeks transformation desires to take advantage of new opportunities and growth. Most organizations turn to technology as the major driver of change. But technology is an enabler, not a silver bullet. Mistaking technology for transformation will lead an organization to failure. True transformative change requires an understanding of the human factors at play, how conscious and subconscious behaviors can derail any plan, and how society is influencing your organization. Change is the only constant. An evolving reality is emerging, one that will fundamentally change who we are, how we work, and how organizations will be relevant today and in the future. The truth about transformation is not what you may think. This guide to organizational transformation will surprise, confound, provoke, and challenge every ingrained belief. The future is out there, and the truth about transformation will change how you lead.” |
| digital content marketing pittsburgh: Communication and Sport Michael L. Butterworth, 2021-07-19 Sport is a universal feature of global popular culture. It shapes our identities, affects our relationships, and defines our communities. It also influences our consumption habits, represents our cultures, and dramatizes our politics. In other words, sport is among the most prominent vehicles for communication available in daily life. Nevertheless, only recently has it begun to receive robust attention in the discipline of communication studies. The handbook of Communication and Sport attends to the recent and rapid growth of scholarship in communication and media studies that features sport as a central site of inquiry. The book attempts to capture a full range of methods, theories, and topics that have come to define the subfield of communication and sport or sports communication. It does so by emphasizing four primary features. First, it foregrounds communication as central to the study of sport. This emphasis helps to distinguish the book from collections in related disciplines such as sociology, and also points readers beyond media as the primary or only context for understanding the relationship between communication and sport. Thus, in addition to studies of media effects, mediatization, media framing, and more, readers will also engage with studies in interpersonal, intercultural, organizational, and rhetorical communication. Second, the handbook presents an array of methods, theories, and topics in the effort to chart a comprehensive landscape of communication and sport scholarship. Thus, readers will benefit from empirical, interpretive, and critical work, and they will also see studies drawing on varied texts and sites of inquiry. Third, the handbook of Communication and Sport includes a broad range of scholars from around the world. It is therefore neither European nor North American in its primary focus. In addition, the book includes contributors from commonly under-represented regions in Asia, Africa, and South America. Fourth, the handbook aims to account for both historical trajectories and contemporary areas of interest. In this way, it covers the central topics, debates, and perspectives from the past and also suggests continued and emerging pathways for the future. Collectively, the handbook of Communication and Sport aspires to provide scholars and students in communication and media studies with the most comprehensive assessment of the field available. |
| digital content marketing pittsburgh: Mediaweek , 2010 |
| digital content marketing pittsburgh: The Routledge Companion to Digital Consumption Rosa Llamas, Russell Belk, 2013-05-07 The first generation that has grown up in a digital world is now in our university classrooms. They, their teachers and their parents have been fundamentally affected by the digitization of text, images, sound, objects and signals. They interact socially, play games, shop, read, write, work, listen to music, collaborate, produce and co-produce, search and browse very differently than in the pre-digital age. Adopting emerging technologies easily, spending a large proportion of time online and multitasking are signs of the increasingly digital nature of our everyday lives. Yet consumer research is just beginning to emerge on how this affects basic human and consumer behaviours such as attention, learning, communications, relationships, entertainment and knowledge. The Routledge Companion to Digital Consumption offers an introduction to the perspectives needed to rethink consumer behaviour in a digital age that we are coming to take for granted and which therefore often escapes careful research and reflective critical appraisal. |
| digital content marketing pittsburgh: A New U Ryan Craig, 2018-09-11 Every year, the cost of a four-year degree goes up, and the value goes down. But for many students, there's a better answer. So many things are getting faster and cheaper. Movies stream into your living room, without ticket or concession-stand costs. The world's libraries are at your fingertips instantly, and for free. So why is a college education the only thing that seems immune to change? Colleges and universities operate much as they did 40 years ago, with one major exception: tuition expenses have risen dramatically. What's more, earning a degree takes longer than ever before, with the average time to graduate now over five years. As a result, graduates often struggle with enormous debt burdens. Even worse, they often find that degrees did not prepare them to obtain and succeed at good jobs in growing sectors of the economy. While many learners today would thrive with an efficient and affordable postsecondary education, the slow and pricey road to a bachelor's degree is starkly the opposite. In A New U: Faster + Cheaper Alternatives to College, Ryan Craig documents the early days of a revolution that will transform—or make obsolete—many colleges and universities. Alternative routes to great first jobs that do not involve a bachelor's degree are sprouting up all over the place. Bootcamps, income-share programs, apprenticeships, and staffing models are attractive alternatives to great jobs in numerous growing sectors of the economy: coding, healthcare, sales, digital marketing, finance and accounting, insurance, and data analytics. A New U is the first roadmap to these groundbreaking programs, which will lead to more student choice, better matches with employers, higher return on investment of cost and time, and stronger economic growth. |
| digital content marketing pittsburgh: Introduction to United States of America Gilad James, PhD, The United States of America, commonly referred to as the United States or simply America, is a federal constitutional republic located in North America. The country is composed of 50 states, a federal district, and several territories and is the third-largest country in the world in terms of both land area and population. The country is a melting pot of cultures, religions, and ethnicities, making it one of the most diverse nations on Earth. The United States is also one of the world's largest economies, and is home to some of the most innovative and successful companies in history. The history of the United States is a complex one, shaped by both internal factors and external influences. The country was initially colonized by Europeans in the 16th and 17th centuries, and gradually developed into a powerful nation as it expanded its borders both westward and overseas. The country was involved in several major conflicts throughout its history, including the American Revolution, World War I, World War II, and the Cold War. In recent years, the United States has been faced with a number of challenges, including social and economic inequality, political polarization, and rising geopolitical tensions. Despite these challenges, however, the United States remains a beacon of freedom and democracy, continuing to attract immigrants from all over the world who seek the opportunity to live in a land of liberty and opportunity. |
| digital content marketing pittsburgh: Brand, Meet Story Heather Pemberton Levy, 2016-10-04 Think of the last great article you read or the last great speech you heard. Chances are, if you remember one key message, you also remember one compelling story. That's because the best content starts with a story. When it comes to marketing, the best business content starts with a story the audience cares about, not the brand's message about what it wants to sell them. In Brand, Meet Story, Heather Pemberton Levy describes the Story Comes First method, a practical approach that combines techniques from journalism and fiction writing to help brands tell stories that put the readers' interests first. Whereas most brand marketers create content to sell their product, service or technology, the Story Comes First method turns this approach on its head to create content with the human moments that truly engage an audience. Filled with examples from Levy's experience creating content marketing programs, trade books, and hundreds of articles for a variety of B2B and B2C brands, the book shows readers a step-by-step approach to create content designed to deliver business results. Brand, Meet Story explains the key ways to uncover what your audience cares about and how to turn brand messaging into stories that matter. Levy inspires readers to develop a compelling voice that will carry the brand tone and values across all channels, and helps them turn their ideas into engaging, story-driven content their audiences will read, love, and share. |
| digital content marketing pittsburgh: Pennsylvania Business-to-business Sales & Marketing Directory , 2002 |
| digital content marketing pittsburgh: Off-Track and Online Holly Kruse, 2016-04-01 How horse racing's pioneering use of communication and information networks helped shape the modern media, information, and leisure environment. The horse racing industry has been a pioneer in interactive media, information networks, and their deployment. The race track and the off-track betting parlor offer interactive media environments that reconfigure the relationships among private and public space and presence and copresence. In this book, Holly Kruse explores how horse racing has used media over the last several decades, arguing that examining the history and context of horse racing and gambling gives us a clearer understanding of the development of data networks, media complexes, public entertainment, and media publics. Kruse describes an enormous industry that depends on global information and communication flows made possible by a network linking racetracks, homes, off-track betting, farms, and auction sites. Racetrack architecture now allows for the presence of screens, most showing races from other locations. Online betting sites enable bettors to wager from home. Off-track betting facilities collect wagers on races from all over the country. Odds are set interactively through the pari-mutuel market system. Kruse considers the uses of public space, and its redefinition by public screens; the effect of interactive media on the racing industry, including networked, in-home betting; the “technopanic” over online poker and the popularity of in-home pari-mutuel wagering; and the use of social media by racing fans to share information and creative work with no financial payoff. |
| digital content marketing pittsburgh: SPIN , 2000-07 From the concert stage to the dressing room, from the recording studio to the digital realm, SPIN surveys the modern musical landscape and the culture around it with authoritative reporting, provocative interviews, and a discerning critical ear. With dynamic photography, bold graphic design, and informed irreverence, the pages of SPIN pulsate with the energy of today's most innovative sounds. Whether covering what's new or what's next, SPIN is your monthly VIP pass to all that rocks. |
| digital content marketing pittsburgh: Popular Science , 2008-08 Popular Science gives our readers the information and tools to improve their technology and their world. The core belief that Popular Science and our readers share: The future is going to be better, and science and technology are the driving forces that will help make it better. |
| digital content marketing pittsburgh: ECSM 2021 8th European Conference on Social Media Dr Christos Karpasitis, 2021-07-01 Conference Proceedings of 8th European Conference on Social Media |
| digital content marketing pittsburgh: Global Perspectives on Social Media Influencers and Strategic Business Communication Bi, Nicky Chang, Zhang, Ruonan, 2024-05-22 In an era of social media, influencers wield unprecedented power over global consumer decisions. As digital natives increasingly turn to influencers for guidance, the need for comprehensive research on their impact becomes paramount. Brands, aiming to connect with a precisely targeted audience, must grapple with ethical considerations in this rapidly evolving sphere. Global Perspectives on Social Media Influencers and Strategic Business Communication delves into influencer research and practices, exploring their impact on various industries and sectors. This book dissects the motives and characteristics of social media influencers and navigates the terrain of ethical considerations surrounding their collaboration with businesses and organizations. This book covers influencers' effect on brand loyalty, cultural norms, community building, and their role in business management, advertising, and strategic communication. The book dissects the impacts of social media influencers on audience behavior, exploring areas such as brand attitudes, purchase intentions, and the dynamics of parasocial relationships. It examines the nuances of engagement, differentiating between paid endorsements, sponsored content, and pure electronic word-of-mouth while also spotlighting the influence of live streaming on consumer behaviors. This book is a valuable resource for businesses, strategic communicators, marketers, scholars, and anyone seeking a profound understanding of the dynamic world of social media influencers. |
| digital content marketing pittsburgh: The Routledge Companion to Advertising and Promotional Culture Emily West, Matthew P. McAllister, 2023-04-04 This comprehensive second edition provides an updated essential guide to the key issues, methodologies, concepts, debates, and policies that shape our everyday relationship with advertising. This updated edition takes a critical look at advertising and promotion during the explosion of digital and social media, as well as with significant social and cultural shifts, including the COVID-19 pandemic, the rise of the Black Lives Matter movement, the destabilization of democracies and rise of authoritarianism around the world, and intensification of the climate crisis. The book offers global perspectives on advertising and promotion with attention to issues of diversity and difference. It contains eight sections: Historical Perspectives on Advertising and Promotion; Promotional Industries; Advertising Audiences; Advertising Identities; Advertising and/in Crisis; Promotion and Politics; Promotionalism and Its Expansions; and Advertising, Promotion, and the Environment. With chapters written by leading international scholars working at the intersections of media and advertising studies, this book is a go-to source for scholars and students in communication, media studies, and advertising and marketing looking to understand the ways advertising has shaped consumer culture, in the past and present. |
| digital content marketing pittsburgh: The Digital Humanities Eileen Gardiner, Ronald G. Musto, 2015-06-30 This is an introduction and practical guide to how humanists use the digital to research, organize, analyze, and publish findings. |
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