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opinion

opinion

TECH MARKETERS MUST BRIDGE THE GROWING KNOWLEDGE GAP

For years, CES served as a January temperature check for the technology industry, spotlighting innovations likely to be hot in the months to come. Yet as technology publications dutifully published their lists of CES 2022's biggest themes – the metaverse, futuristic cars, new TVs, remote work solutions, and NFTs – they conspicuously left one huge trend undiscussed: the growing incomprehensibility of this year's top innovations to mainstream consumers.

2 minute read
opinion

A LOOK BACK AT CES 2022

I knew CES would be extremely different than the many times I attended in the past. Leading up to the world’s largest technology show, companies and reporters shifted to virtual attendance in droves due to concerns over the COVID-19 Omicron variant. Flying out to Las Vegas on a full flight, I was not quite sure what to expect. 

The reality is despite all the differences compared to past years, my team was focused on the same goal – getting the most coverage we could for our clients. We made sure the media attending virtually had all the content required to write stories or produce videos. And for those on site, we were able to spend more time with them and develop relationships with reporters whom we didn’t know as well. From a coverage results perspective, it was one of the best years for our clients. 

3 minute read
opinion

WHY GOING BACK TO THE BASICS WILL SUCCEED IN THE FUTURE HEALTHCARE MEDIA LANDSCAPE

In the age of news at our fingertips 24/7, COVID-19 has and will continue to dominate the news cycle and engagement on social media while fuelling the ongoing “war on truth.” However, what has not disappeared is the value of foundational media relations as an important cornerstone of healthcare storytelling. 

So, what’s on the horizon for 2022 and what tools from the toolbox will help us effectively tell those stories?   

3 minute read
opinion

It's time to make brand happen

Identifying technology and a technology brand or company used to be easy. There was really one question to ask: Does your primary product plug into a wall? If so, that was technology. In the late ‘90s, the question evolved a bit: Does your main product plug into a wall OR operate primarily on the internet? If so, that was technology.

4 minute read
opinion

The Battle of Brand vs. Product

Every company has a technology story. That’s a given, especially when tech underlies all that we do – from the ways we work to what we eat to how we communicate, learn and give back. Whether by circumstance or intention, tech is now our societal, emotional and operational backbone. 

5 minute read

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