Algorithms And Incentives: The Secret Forces That Shape Marketing Communications

Description

A few companies control the overwhelming majority of traffic, advertising, and attention on the web, and increasingly, they don’t like to share. As comms professionals, we still have a chance to take advantage of the opportunities provided by Facebook, Google, Apple, and Amazon, but the threat of monopoly power has never been greater. Thus, we need to find new, creative ways to reach our audiences *directly* through the people, publications, and sources of influence that reach them. This PRSA NCC workshop will show ways to use ads, content, digital PR, and outreach of all kinds to work around the barriers the tech giants are erecting and build more effective communication strategies.

About the Speaker: Rand Fishkin is the cofounder and CEO of SparkToro. He’s dedicated his professional life to helping people do better marketing through his blogging, videos, speaking, and his book, Lost and Founder. When Rand’s not working, he’s most likely to be in the company of his partner in marriage and (mostly petty) crime, author Geraldine DeRuiter. If you feed him great pasta or great whisky, he’ll give you the cheat code to rank #1 on Google.