Transcript The New Rules of Marketing and PR

The
New Rules of Marketing
and PR.
L9
Ing. Jiří Šnajdar
2013
The New Rules of Marketing and PR.
Prior to the Web the organizations had only two
significant choices to atract attention:
Buy expensive advertising or get third-party ink
from the media.
The Web has changed the rules.
The Web is not TV and organizations that
understand the new situation develop relationship
directly with consumers.
The Web has opened tremendous opportunity to
reach niche buyers directly with targeted messages
that cost fraction of what big-budget advertising
costs.
Traditional advertising has a primary techique what
is named in TV – interruption. You are watching
your favorite TV show, so the advertiser´s job is to
craft a commercial to get your attention.
Moreever, the messages in advertising are product
focused one-way spin.
The Web is different. Instead of one- way
interrruption, Web marketing is about delivering
useful content at just the precise moment that
buyer needs it.
Before the Web, good advertising people were well
proficient in the tools and techniques of reaching
broad markets with low denominator messages via
interruption techniques.
The old rules of marketing
Marketing simply meant advertising and brending.
Advrtising needed to appeal to the masses.
Advertising relied on interrupting people to get
them to pay attention to a message.
Advertising is one-way: company to consumer.
Advertising is exclusively about selling products.
Advertising is based on on campaings that have
limited life.
Creativity is deemed the most important
component of advertising.
Important for the ad agency is to win advertising
awards than for the clients to win new customers.
Advertising and PR are separate disciplines run by
different people with separate goals, strategies and
measurment criteria.
The Web has transformed the rules and you must
transform your marketing to make most of the
Web-enabled Marketplace of ideas.
Reporters and editors use the Web to seek out
interesting stories, people and companies.
Public relations was once an exklusive club. PR
people use lots of jargon and follow strict rules.
PR seemed like estoric and mysterious job that
requiers lots of training.
Only the best PR people have personal
relationships with media and can pick up the phone
andprovide story to the reporter.
This is not true any more.
The Web has changed the rules. Today
organizations are communicating directly with
buyers.
The media are critically important for many
organizations.
PR relations work has changed.
PR is no longer just an estoric discipline where
great efforts are spent by companies to
communicate exclusively with reporters who then
tell the company story.
Now PR includes programes to reach buyers
direct.
The Web allows direct acces to information about
products and companies understand and use this
phenomena to great advantage.
The internet has made public relations public
again, after years of almost exklusive focus on
media.
Blogs, online video, news releases and other forms
of Web content let organizations communicate
directly with buyers.
The old rules of PR
The only way to get ink and airtime was through
the media.
Companies communicate to journalists via press
releases.
Nobody saw the actual press release exept of
reporteres and editors.
Companies had to have significant news before
they were allowed to write press release.
Jargon is permitted because the journalists all
understand it.
The only way buyers would learn about the press
release´s content is if the media content is if the
media write a story about it.
PR and marketing were separate disciplines run by
different people with separate goals, strategies and
measurments techniques.
The Web has transformed the rules, all must
transform PR strategies to make the most on the
Web - enabled marketplace of ideas.
The vast majority of organizations do not have
instant acces to media for coverage of their
products.
Companies need to work hard to be noticed in the
on line Marketplace of ideas. By understanding
how the role of PR and press release has changed
we can get our stories known in that market place.
There are some exceptions. Very large companies,
very famous people and governments might still be
able to using the media exclusively.
If you are smaller and less famous, but have an
interesting story to tell, you need to tell it yourself,
the Web is a wonderful place to do so.
Public relations is not just about speaking through
media, although the media remain an important
component.
Marketing is not just about one-way broadcast
advertising, although advertising can be part of an
overall strategy.
It is noticeable that many marketing executives,
CEO´s, entrepreneurs and professionals use the
chance to tell stories directly.
These people love the new way of communicating
with buyers.
Marketers are bringing success to their
organizations by communicating through the Web.
Consider your goals for communicating via
marketing and public relations.
Some of today´s most successful Internet
businesses leverage the long tail to reach
underserved customers and satisfy demand for
products.
Examples include Amazon which makes available
hundreds of thousands books not stocked in local
bookshop.
As consumers search on the internet for answers
to their problems, as they browse blogs and chat
rooms and web sites for ideas, they are searching
for what organizations have to offer.
Today´s consumers are looking for just right
product or service to satisfy unique desires at the
precise moment they are online.
Marketers must shift their thinking from the short
head of main stream marketing to the masses to a
strategy of targeting large numbers of underserved
audiences via the Web.
As marketers understand the Web as place to
reach large audience of micromarkets with precise
messages just at the point of consumption.
The techniques pioneered by the leaders of longtail retail for reaching customers with niche
interests are examples of marketing genius.
At a broad level there are two ways that people
interact with Web: They search and they browse.
Most organisations optimize sites for searching,
which helps people answer their questions but
does not encourge them to browse.
People also want a site to tell them something they
did not think to ask.
Marketing on the Web is not about generic banner
ads desined to trick people with colour or unusual
movement.
It is about understanding the keywords and
phrases that the buyers are using and then
deploying micro-campaignes to drive buyers to
pages filled with content that they seek.
The new rules are just as important for public
relations. In fact the online content in all of its forms
is causing a convergence of marketing and PR that
does not really exist offline. And in an interconnected Web world, content drives action.
Great content brands an organizations as a trusted
resource and calls people to action – to buy,
subscribe, apply or donate.
Great content means that interested people return
again. As a result the organization succeeds,
achieving goals such as adding revenue, building
traffic or generating sales.
Note:
Every business has information that can contribute
to the education of the Marketplace.
How can I get the information out there?
For example we create an entire series of buyer
guides, because we know that would be valuble to
the market. You need to think about how a series of
news releases over two years will benefit your
business.
Business will live or die on original content. If you
are creating realy useful content for customers you
are going to be seen in a great light with a great
spirit.
Instead of spending tens of thousands of dollars
per month on a media relations program and TV
stations to cover the company it is essential
targeting the bloggers, online news sites, mickropublications and cosultants and reach targeted
audiences that are looking what is on offer.
With social media we communicate directly with
our audience. We have the power to create our
own media brand in the niche of our own selection.
The New Rules of Marketing and PR
Marketing is more than just advertising.
PR is for more than just a mainstream media
audience.
You are what you publish.
People want authenticity not spin.
People wish participation not propaganda.
Instead of causing one-way interruption, marketing
is about delivering content at just the precise
moment your audience needs it.
Marketers should shift their thinking from
mainstream marketing to the masses to a strtegy of
reaching large numbers of underserved audiences
via the Web.
PR is not about seing your company on TV. It is
about your buyers seeing your company on the
Web.
Marketing is not about your agency winning
awards. I tis about your organization winning
business.
The Internet has made PR public again after years
of almost excusive focus on media.
Companies need to drive people into purchasing
proces with great online content.
Blogs, online video, e-books, news releases and
other forms of online content let organizations
communicate directly with buyers in a form they
appreciate.
On the Web the lines between marketing and PR
have changed.
Reaching your customers directly
Mainstream media is still important.
The immense expense of relying on advertising to
convince buyers to pay attention to your
organization, ideas, products and services is
previous headache.
There´s no doubt that getting the word out about
an idea, a product, a service is much simpler when
you can rely on social media sites like blogs,
Facebook and Twitter.
The Web allows any organization as well as large
and small companies, candidates for public office,
government agencies, schools, artists and even job
seekers to reach buyers directly.
The power is clear to nearly everyone these days,
but many executives and entrepreneurs still
struggle to find the right mix of traditional
advertising and direct communication with
customers.