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Ad and PR in an Online World

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Jon Zmikly

on 13 November 2013

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Transcript of Ad and PR in an Online World

in an online world
Advertising and Public Relations
PR and Advertising are
still the same animal(s)
but they're in a whole new world!
Implications for
Companies and Brands
personal branding can be extended to corporate and professional settings
Mobile Advertising
Web Advertising is expected to be a $117.6 billion industry by the end of 2013
Mobile advertising grew by 80% overall in 2012
Large majority of ad $ is made up of 6 companies
Google is now the advertising leader in three key categories: display, mobile and search
91% of online American adults access some form of social media each month
98% of 18- to 24-year-olds access social media accounts monthly
In 2012, video ads showed the most explosive growth of all digital ad segments
51% of Facebook users and 64% of Twitter users are more likely to buy from a brand they follow
Small businesses can leverage social media
connecting with customers
E-blasts online databases VNRs E-tracking social media blogs digital press releases video sharing viral marketing
...and a whole lot harder at the same time
Research is a MUST
Communicating to a community
just got a whole heck of a lot easier!
Who is your target market, and where are they?
Are they "wired" or are they "tired"?
Many journalism techniques apply to Advertising and PR
conversation and engagement
thought leadership
PR is about engaging the conversation, not about controlling the message
Social media allows for one-on-one or one-to-many conversations
Extends power of word of mouth (viral)
What does the Google say about you?
Social Media? Blogs?
SEO still reflects incoming links
Must track, measure, adapt
What are your goals for social media?
How does social fit into larger company or digital strategy?
web presence
What is the value you are adding to the community?
thought leadership
Best Practices:
The Jobs
Full transcript