integrated marketing

  • Making video work for content marketing

    b2ap3 large video content marketingBlogs are well-established as an effective means of content marketing, particularly if they are shared using other mechanisms.  They provide a range of advantages to organizations who wish to provide more information about their products and services, or their approach to corporate culture or social responsibility.  But multimedia capabilities of smartphones and simplifying of non-linear digital video editing has seen an explosion in the use of video.  Video can show rather than tell and if the producer has access to good imagery, can be far more vibrant than a text-based blog offering.  YouTube is now the #2 search engine and organizations need to develop a plan for integrating video into their content marketing.

    There are disadvantages to video content marketing that should be taken into account.  As sexy as a video may be, if it isn't found, it's irrelevant, and if its distribution isn't maximized, the cost/minute ROI ratio is high. 

  • New media - implications for management structures

    b2ap3 large newmediatrends"75% of PR agency owners don't know much about social media"  That's a headline from a recent PR industry survey showing the extent to which social media is impacting some of the traditional ways of doing business.  The survey highlights how 90% of Public Relations owners don't believe social media will replace traditional print and broadcast media, but simultaneously assert that 78% say it's important to offer social media services. 

    Pitching a campaign with a social media component tacked on doesn't work.  It isn't culturally sustainable, and can create and expose brand and messaging dissonance with consumers and stakeholders. Tweets say this, practice says that. New media has consequences for organizations who are being caught flat-footed at the speed with which conversations can evolve and communications should be organized - to use a military phrase - to fight today's war, not the last one.

 

 

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