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One of the biggest challenges for communications professionals is understanding how their efforts influence consumer behavior so they can optimize media strategy and demonstrate tangible business value. Publication reputation and consumer behavior. Publication reach and consumer behavior. Research methodology.
Not only do the shifts affect our lives as consumers, but innovation is often very mediaworthy. As a result, many traditional brick-and-mortar retailers must now adapt to the ever-changing demands of consumers, or risk losing their business. The pandemic drove much of the change we’ve seen in retail over the past three years.
Specifically, it helps to understand external factors (Political, Economic, Social, Technological, Legal and Environmental) and their impact on your company. Here are some examples of political factors to monitor: Current legislature Tax policies Fiscal policy Trade restrictions Corruption. Technological factors. Social factors.
Many are using digital travel technology, a trend that is changing the way consumers interact with airlines, hotel chains and other companies. One key trend is wearable technology. That’s because most of them can’t compare brands, prices and reviews among different providers — the most important feature to many consumers.
After surveying 2,000 adults to test their attention spans, Microsoft found that technology, social media, and the large volume of media people consume daily is linked to their inability to focus for extended periods of time. Investigating this further may bolster your own pursuit to capture and hold consumers’ attention spans.
One of the biggest challenges for communications professionals is understanding how their efforts influence consumer behavior so they can optimize media strategy and demonstrate tangible business value. Some of these insights are quite surprising, so you don’t want to miss this!
Welcome back to our blog series about the relationship between core earned media attributes and consumer behavior! Last week, we talked about brand relevance, which didn’t turn out to be a strong driver of consumer behavior. Join Onclusive for the How Earned Media Drives Consumer Behavior: A Quantitative Analysis webinar on June 8th.
Welcome back to our blog series about the relationship between core earned media attributes and consumer behavior! . Last week, we talked about brand relevance, which didn’t turn out to be a strong driver of consumer behavior. Presence of a backlink and consumer behavior. Social media engagement and consumer behavior.
This week, we continue our discussion of PR measurement best practices with our thoughts on the data and technology that can help you measure success, and an overview of two measurement frameworks our customers use in their organizations. The right communications data and technology partner will support you in all these key areas: .
Vendors are giving us reason to be optimistic about public relations technology – from AI that will predict your pitching success to more tangible PR measurement and attribution. About two years ago, I saw an opportunity to use that experience to fill an information void in PR technology. Podcast monitoring.
For example, media monitoring, once a tedious and time-consuming daily ritual, is now far more efficient given AI-assisted tech. Digital technologies have disrupted both journalism and PR, in ways that often help us work together. Yet, many PR teams look for technology shortcuts.
Technology companies gearing up for a new product launches know full well they’re adding to a crowded marketplace. For example, a startup with a new software that detects manipulated images through machine learning can join the conversation about fake news stories, the growth of AI, or information security advances.
In technology PR, it can be challenging to explain technical issues or products to a general audience. Prepare examples and analogies. One way to explain a technical product or avoid a long-winded explanation is to use an example. Warby Parker drove a 32% sales increase with our contextual technology.”)
The Mobile Surge Means New PR Opportunities We’re in the age of mobile dominance, and it’s affecting the way consumers absorb content. And as technology advances, readers are gravitating toward websites and platforms that offer a seamless mobile user experience. But what does this mean for public relations professionals?
As PR pros, we must continually adapt to emerging technologies that impact consumer behavior. As voice-enabled devices and virtual assistants like Siri, Alexa, and Google Assistant become common, voice search is also transforming how consumers interact with brands and information. FAQ pages, for example, are very useful.
Over the last few years, particularly with the onset of social media, emotional reactions from consumers have changed the face of public relations. Emotional intelligence drives consumer culture which influences your business strategy. So, why not capitalize on this approach to forge a lifelong relationship with your consumers?
Technology has changed the world, especially how we get from Point A to Point B and back. Consumers interact much differently with travel and hospitality providers now than in years past, and those providers are beginning to notice the increasing dependency on mobile devices to quickly get information. Wearable Technology.
Holidays like Black Friday, Cyber Monday and holiday shopping (for example) present both B2B and B2C PR teams with strong earned media opportunities. For example, we worked with a smart home device company and the goal was consumer media placements on the day of launch. PR people often plan out pitch calendars months in advance.
For example, is a Thanksgiving-themed opportunity meant to align a brand or service with that holiday to drive seasonal sales? Dive into research and audience analysis Each holiday brings unique associations, cultural nuances, and evolving consumer preferences. That, in turn, will result in missed opportunities and suboptimal outcomes.
And that growth also pertains to the vehicle technology and advanced mobility segment of the annual show. In fact, respected veteran auto journalist and analyst John McElroy calls CES the world’s best auto technology show.
It will require new technology tools as well as unprecedented involvement on a strategic level by corporate communications pros. For example, content campaigns will be informed by customer data and therefore must focus on topics that truly resonate with specific segments, based on where and how they consume it.
For example, if you are in the public relations industry you would be better off having a site like PRWeek to link to you than a small agency blog that’s only been around for a couple of years. But the earned media approach doesn’t have to consist entirely of the traditional, time-consuming earned media coverage process.
For example, I am a Twitter chat “addict.” I also host a weekly Facebook live show, Classroom Without Walls – Using Technology to Reimagine Education , because that’s how I envision the future of education. Technology has made this possible. I participate in at least two chats a week, every single week.
Some may assume that those who work in technology PR have similar gigs – but the assignments can vary substantially. So just adding “technology” to PR does not shed much light. Job requirements for those pitching consumer tech products may be more like general CPG.
Throughout my 25 year career I’ve worked with clients from an array of industries – aviation, healthcare, government, museums, education, technology, and more. Techies, for example, might enjoy working with a mobile start-up, while fashion gurus would rather work at a boutique PR firm. I define myself as a PR generalist.
Three question areas in particular – about goals, issues and technology – stood out to me. For example, a study conducted by Edelman in 2018 found “nearly two-thirds (64 percent) of consumers around the world now buy on belief, a remarkable increase of 13 points since 2017.”. 3) PR Technology is about Customer Experience.
The California Consumer Privacy Act (CCPA) was a hot topic in Las Vegas. One of the most well-attended panels, for example, was MediaLink’s “Future of Data-Driven Marketing,” featuring execs from companies like FOX and Havas. Among the more interesting technologies were the drones, and not just as gimmicks this year.
71% of social media marketers say social media channels offer consumer insights that benefit other departments of their business, while 93% of all marketers cite more exposure for their business as its number one benefit. For example, four in 10 millennials say their favorite YouTube content creator understands them better than their friends.
Over the past several years, the medium has grown in popularity along with the acceleration of mobile technology. In fact, there’s almost no better way for a B2B company to showcase its success than with an example that shows how its product or service helped solve a problem or address an issue for a customer.
Many B2B tech companies with digital offerings, for example, market products and services worldwide, and they don’t always want to bring on multiple PR firms. That way ideas or concepts don’t get lost in translation, and you minimize the time-consuming back-and-forth during the review process.
As hi-tech enters every phase of our corporate, professional, and private lives, people and organizations are exposed to problems caused by technology in the hands of others intent on causing harm. As one top internet attorney recently stated, “a laptop and an internet connection are now becoming the weapons of choice”.
The year has already brought huge changes in many digital technology categories, like the news that Google will end cross-site third-party cookie sharing. The announcement may mean nothing to most consumers, but for our clients in media, ad tech, data privacy, and digital security, it’s a big deal.
Changes in consumer behaviors and purchasing decisions are always happening, however, with the advancement in technology, and society in general, these changes are happening faster than ever, which has left companies feeling like they are desperately trying to play catch up. Data security.
Earning coverage in the top-tier tech press is a mainstay for any technology PR program, whether your brand deals in consumer tech or B2B services. Universal pitching rules apply here, but a few twists are in order when it comes to getting out technology news. And all tech media are not the same. Narrate the story.
It may also play a part in measuring a program’s success or impact, as in the example above. We see this too often in technology PR. It’s far better to target the message so that it’s relevant to a specific business or consumer audience, with a plan to broaden or add new components once momentum is generated.
Perhaps the most heralded example happened this summer when Procter & Gamble announced that it had cut $100 million in digital marketing spend and none of those cuts impacted revenue outcomes. At a certain point, the sophistication of the model does depend on technology and the granularity of tracking end-user behavior.
For years, the enormous role technology plays in our lives and our reverence for brands like Apple and Amazon shielded the sector from greater taxation and regulation. As a sector, technology has lost its luster. It’s the lowest point for technology in the 11-year life of the survey in 17 of 27 countries, including the U.S.
In her role as director of innovation and CEO communications at Microsoft, Bonnie McCracken has a pivotal role in shaping the narrative for groundbreaking research and cutting-edge technologies, particularly with the company’s investments in AI. How do you think AI differs from how we’ve worked with other new technologies in the past?
Technology Public Relations (Tech PR) involves managing and enhancing the public image of technology-related companies and products. Tech PR professionals work to generate favorable publicity, manage crises, and position technology brands as industry leaders. This is especially effective for consumertechnology products.
Many of us already utilize these technologies to help measure and attribute our success, gain insights into performance against competitors and report results back to the C-Suite. Using Research Trends TM , the company can discover a variety of insights on what the media and consumers are looking for.
AI privacy issues are on the rise as AI technology becomes more common in our daily lives. Facial recognition systems, personal assistants, and automated customer service are only a few examples of how AI is enhancing our lives. However, these advancements bring up concerns about data privacy and security.
Here’s an example of how one of these companies — Google — recently fell asleep at the wheel: directly following the Las Vegas shootings, an article popped up high in Google’s News feed published on a forum known for racism, hoaxes and misinformation. Bridging the Gap Between Technology and Common Sense. So what’s the solution?
Authenticity Gen Z consumers value authenticity and transparency in the brands they consume. Sustainability Sustainability is an essential factor when marketing to Gen Z consumers, who are more concerned about the environment and sustainability practices. Wine brands can appeal to Gen Z consumers by supporting social causes.
For example, TikTok has taken the world by storm and no one wants to miss newer sites that could gain similar prominence. While you should pay attention to the level of adaptability, you should consider how your audience wants to consume media. Here are three emerging platforms that PR pros should track.
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