Things used to be simple.
It wasn’t too long ago that the various marketing disciplines worked away merrily in their own little silos. Yes the agencies always toyed with the concepts of ‘full service’ vs ‘creative’ and ‘media agency’ and then of course digital agencies flourished as did SEO specialists. PR agencies existed outside this because of their ‘unique’ positioning usually based on their privileged and highly valued media relationships.
As I said, things used to be simple. The web and rise of social media was the game changer of course because it heralded the end of push marketing strategies and the beginning of transparency.
In any given network, brands can invest in digital assets that span five media landscapes:
1. Paid: Digital advertising, banners, adwords, overlays
2. Owned: Created assets, custom content
3. Earned: favourable publicity, Brand-related conversations and user-generated content
4: Promoted: in-stream or social paid promotions vehicles (e.g. Twitter’s Promoted products and Facebook’s Sponsored Stories)
5. Shared: Open platforms or communities where customers co-create and collaborate with brands.
In this context PR now incorporates social media in almost all activities – from press releases to pitching journalists to promotion of content like blog posts and white papers.
- If PR doesn’t include a content strategy with social and SEO….it’s not a strategy.
- Earned media appearances are the most powerful.
- Customer conversations are arguably the most vital part of your company’s reputation….so if you’re not monitoring the conversation and engaging with your audience you’re not in the race.
- Remember…80% of visitors to a website begin by typing keywords in the query box of a search engine and in Australian, that engine is Google (94%). Google Authorship is probably the best example of the positive impact of content and transparency on search.
A sound digital strategy is based on:
1. identifying the opportunities and/or challenges in a business where online assets can provide a solution;
2. identifying the unmet needs and goals of the customers that most closely align with those key business opportunities and/or challenges
3. developing a vision around how the online assets will fulfill those business and customer needs, goals, opportunities and challenges
4. prioritizing a set of online initiatives which can deliver on this vision
Within each of these stages, a number of techniques and analyses may be employed.’
In this dynamic environment no specific discipline can really claim ownership of this process…it’s simply about how well you deliver to meet your clients business objectives.
Hat tip to Inkhouse whose Slideshare prompted this post.