Digital Marketing

Earned media- defined as any coverage, mentions or media attention not directly paid for or controlled by your business - remains one of the most powerful signals for Large Language Models (LLMs) when it comes to understanding and ranking businesses. Unlike traditional search engines that rely heavily on keywords and backlinks, LLMs like ChatGPT, Claude and Perplexity build their knowledge from trusted, high authority sources. Ensuring your content is seen by LLMsSo what are

Visibility within Large Language Models (LLMs) like ChatGPT is shaping how companies get discovered, described and evaluated daily. One thing is becoming clear from where we sit: a one-size-fits-all approach to discoverability won't work. Each model retrieves, prioritises and processes differently. Getting your company noticed in ChatGPT works differently from how it might appear in Claude and Gemini. As marketers scramble to adapt, understanding those differences is where sm

The annual FTTH Conference is Europe's leading fibre summit and this year it will be held at Excel London. Expect it to be busy. Over 3,500 visitors are expected and with 65 sponsors, 16 analyst firms/ media partners, 28 associate partners and a start up zone all competing for attention, standing out from the crowd won’t be easy – either in the venue or outside of it.   Today, it is cheaper and easier to capture video content... but producing it to a professional standard isn

With great power comes great responsibility, and ethical use of AI is essential for brand trust, regulatory compliance, and long-term growth. At its core, marketing has always been about building trust with customers. The use of AI doesn’t change that, but it does raise the stakes. Every AI‑driven interaction becomes a moment of truth for a business, making responsible governance just as critical as creative execution. Therefore, for CMOs, the question is no longer whether to

AI-generated results are projected to overtake organic search traffic by 2028, sparking companies to reassess the impact of their owned and earned communications

OverviewWe’ve been tracking the development of Artificial Intelligence (AI) in search, from Google’s January launch of AI Overviews to the growing role of LLM-driven platforms like ChatGPT and Perplexity. Early signs show just how disruptive this shift could be: Google has already reported a 10% increase in Google usage for the types of queries that show AI Overviews, while Gartner predicts traditional search engine volume could drop by 25% by 2026.   With these stats expecte

Proactive International PR has enhanced its employee advocacy offering with a new “Executive Profiling Plus” package, helping clients take full advantage of the growth opportunities LinkedIn provides. The service will support businesses in elevating the presence of their key thought leaders on LinkedIn, ensuring a strong and consistent social media profile and supporting lead generation. “As we see brands continue to embrace employee advocacy and personal profiling, a well-al

Discover what employee advocacy is and why it's a game-changer for brands. Learn how it boosts awareness, builds thought leadership, and attracts top talent.

Top digital marketing trends to watch out for in 2025

2024 wrapped – the video edition

Discover why a strong digital strategy is essential for event success in 2025.

Creating a sponsored campaign is a carefully planned process with many layers. It doesn’t end once you click publish, and, like everything, it’s all about the content. If you’re new to sponsored content or a seasoned veteran seeking reassurance that you’re on the right track, you’re in the right place. In this blog, we cover the dos and don'ts to help you achieve success with your sponsored social campaigns and avoid the common pitfalls or algorithm changes that are causing y

We outline the key qualities to look for in your next B2B tech PR and digital marketing agency.

Back in February, we released a blog looking at Google SGE. At that time, we were at the beginning of its journey, and eager to see how this introduction of AI would impact SEO, and the effects it might have on website traffic. Six months later, after a name change, numerous location-based tests, and a lot of negative press, it feels as though we are now witnessing a more progressive (and, importantly, reliable) introduction of AI to support Google search results. SGE today T

We take a deep dive into the power of video, why it works, and why your brand needs it now.

This blog covers the basics of SEO, as well as some of the key terms and best practices to get you started.

We discuss the benefits of LinkedIn Newsletters, and how they differ from email marketing.

Following a huge amount of buzz online, Google confirmed last week that a set of 2,500 leaked internal documents containing data related to its systems for ranking webpages was authentic.   Unsurprisingly, Google Spokesman Davis Thompson raised caution against people relying too heavily on the documents: “We would caution against making inaccurate assumptions about Search based on out-of-context, outdated, or incomplete information.” But, inevitably, the new documents are rai

Proactive International PR has expanded its services to support its clients in launching their own podcasts.   The full-service offering will enable companies to take a podcast from concept to reality. Proactive PR can manage everything needed to launch a successful podcast; from strategic planning and show development to recording, editing, and marketing.  “Following the successful launch of our own branded podcast Connected Communications, clients will now be able to access

Today, the number of active podcast listeners sits at over 504 million globally and this number seems like it is only set to grow. From Sports to Business, these days, there's a podcast for practically everything, and there’s no limit on what a series might cover. Take ours – Connected Communications – a go-to-resource that delivers the latest trends and tactics to leading thinkers in the B2B technology space. With new niche and branded podcasts popping up every week, expect