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17 - 24 February Marketing and ScholComms weekly round up

Welcome to our handpicked selection of marketing and scholcomms news from this week. These are all free to access articles, so click through and explore.

Keep up-to-date, and receive alerts as soon as we post new content.

This week is all about being more strategic. The importance of knowing how best to market to a Gen Z audience is apparent. Pinterest launched a new addition to its e-learning platform, catered specifically towards advertisers. Mark Read of WPP highlights that despite the advances of AI, creative marketers aren’t going anywhere. Meanwhile, in scholarly communications, the humanities and social sciences landscape is explored alongside AI and where we are on its developmental curve.


Why brands must aim for authenticity to hit their sustainability targets

Creating a sustainable future for the planet is the responsibility of every person, but marketers in particular, can play a big role in sustainability. This article from The Drum explores why brands need to aim for authenticity when trying to hit their sustainability targets.

Marketing’s strategic importance continues to rise

40.9% of marketers in the 2023 Marketing Week Career and Salary survey said that marketing had played a more prominent role in their business strategy over the past year. This article from Marketing Week explores this and other enlightening statistics.

‘AI won’t replace creativity’ says Mark Read as WPP boasts strong 2022 performance

There’s a lot of concern that AI will eradicate the need for creative roles. However, mark Read of WPP argues that creative businesses will be just as crucial going forward, despite the advances being made by artificial intelligence.

Gen Z are savvy savers who know their worth – here’s how to market to them

If your audience largely consists of Gen Z, take note. The Drum provides advice on marketing to a Gen Z audience in this article.

The 11 best SEO ranking factors to focus on in 2023

SEO is critical to the success of your website. In this article, Neal Schaffer shares 11 SEO ranking factors that you should pay attention to on your website this year.

Pinterest launches Pinterest Academy e-learning platform for advertisers

Pinterest can be a valuable platform for marketers. If you want to use Pinterest for your marketing, the company is launching a new elearning platform for advertisers to help you better connect with customers there. Marketing Tech News shares more information.

The 27 leading podcasting tools to help you launch or grow your podcast

If you have a podcast or are looking to start one, having the right tools at your disposal can be a major asset. Neal Schaffer shares 27 helpful podcast tools to help you to grow your audience in this blog post.

Scholarly Communications

Guest post: start at the beginning – the need for ‘research practice’ training

According to Danny Kingsley, a consultant in developing strategy and policy in the higher education and research sector, research integrity must start at the university level when researchers are still training. Kingsley argues that an open future hinges on systematic research training focusing on practising research.

Thinking about ChatGPT and the future – where are we on AI’s development curve?

Where are we in the development of AI, and what may tools like ChatGPT mean for the future? David Crotty explores the developmental curve of AI.

Will humanities and social sciences publishing consolidate?

Roger C. Schonfeld explores whether the humanities and social sciences publishing sector will consolidate.

Three reasons we should place a higher value on meta-research

What’s the importance of meta research? This article for the LSE Impact Blog covers three reasons meta research should be valued higher.

How will you change your marketing practices this year? Will you be making a stronger effort to market to a savvy Gen Z audience, and will you try out the new Pinterest academy platform?

Keep up to date with the latest industry news with next week’s blog. In the meantime, why not check out our previous posts? Or why not sign up and receive alerts as and when we publish content?

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