by Grace Krafte, Vice President
How is it possible to prepare for emerging trends in social media when the digital world is changing every day? With new trends popping up in mobile marketing and social media, it is essential to understand the business and know how to connect brands to consumers.
At our October Chapter meeting we heard from Scott Palmer, a senior account executive at French/West/Vaughan. Scott shared his insight about the industry and how agencies and brands are adapting to the changing technology.
1. Build consumer relationships
Brands need to take advantage of their social voice to build consumer relationships. Market to brand advocates who can disseminate your message to his or her own networks, serving as a brand ambassador. As Scott said, “unless you are cool and hip to the people you are trying to reach, you are irrelevant.” Brands need to control a message and steer it in a direction that will make them profitable.
2. Numbers, numbers, numbers
We are moving into a data driven society and everything is measurable online. Be able to prove that what you are doing is working using analytics. Use Facebook Insights, Cision, Google Analytics, etc. Provide data, numbers and solid proof of success.
3. “Tra-digital” the new “traditional”
Every aspiring PR pro needs to be studied in digital technologies and marketing techniques. Start blogging and engaging in conversations about the industry. Understand campaigns and research what makes them successful. What tactics are working? What companies have had the most success? Why?
4. Put what you are learning into practice.
Plain and simple: Gain experience and build a portfolio.
The PR industry is fast paced and constantly changing. We can’t predict where technology will take us in even five years. Do your best to immerse yourself in the digital world and understand it from a PR perspective. In doing so, you will further your understanding of the industry and be able to market brands in the most successful way.
Learn more about French/West/Vaughan: http://www.fwv-us.com/
Connect with Scott Palmer: http://www.linkedin.com/in/heyscottp