Want to win at Online Marketing and PR in 2017? Here are a few tips

Towards the end of the year, we all hustle and analyze our efforts in the current year to strategically plan the coming year. We want quick fixes for the muddles as we desire to build a fool-proof plan. But in the world of digital that is constantly changing, what can we do with this plan?

The following tips will help professionals to navigate through the digital chaos in the New Year to make the most of their digital efforts

  1. Embrace the 4 Cs of Digital

The traditional Ps of marketing fail the digital space; instead adopt the new 4 C’s – Content, Cost, Conversion & Common sense.

4cs-of-digital-marketingContent: Importance of good content has grown to an extent that it has even become a career opportunity. Content is what generates interest and builds an audience and therefore, should not be ignored.

Cost: Traditional advertising is known for being expensive in contrast to digital, which is considered free. The increasing competition and changing market trends has provoked digital to come at a cost. If invested wisely in the right channel, digital can still be cheaper and more effective.

Conversion: Not contradicting the importance of good content, but focus of marketing has shifted from being content focused to conversation focused. If content cannot convert, marketers should re-consider. Conversation refers to not only sales but to the action you desire to achieve such as an e-book download, email sign up and so on.

Common Sense: The rules of marketing for most mediums like TV, radio, print have been consistent over the years but using the same format, content etc. on digital might not work. One must adapt and re- adapt by understanding the mediums in the continuous changing environment.

2. Content is not King, Distribution is!

Until a few years ago, we saw the rise of celebrities and micro-celebrities by capitalizing on good content but with digital becoming popular and widespread, there is more us marketers will need to do to stand out. We need to ensure that this good content is shared with the right audience, at the right place at the right time i.e. focus on conversions and not only on numbers.

3. End to story selling, and start to Headline selling

The way media is being consumed has changed over the years. From detailed magazines and newspaper articles to short and crisp content via Apps and blog posts. It becomes crucial for us marketers to create skimmable and short content with effective headlines delivering to the point of the message.

4. Mix it up and build your niche

As we advance in our digital marketing careers, we tend to get ambitious and try to conquer every possible tactic out there. Marketers must identify the most relevant tools and mix it up to capture the maximum of their digital investment. My advice would be to choose wisely, experiment and if it doesn’t work try the other alternatives rather than doing it all at once.

5. Buzz Vs. Conversation

We all love the word ‘Buzz’ which could simply mean content getting a lot of likes, mentions or impressions. This generally boosts the spirit of any marketer but in my opinion, unless the Buzz has a CTA it should not give you a high. The buzz should lead to something practical and measurable through which one can capitalize on the interest of the audience.

6. Don’t shy from spending on Digital

PR in the past has been about organic coverage but in the world of digital PR where everyone is wanting to be heard, one needs to stand out and opt for premium content distribution channels. Reaching the right audience through interesting sponsored content by partnering with right channels can accelerate the exposure and bring your brand to light.

7. Build a Mobile first strategy

Research stats from Facebook suggests 90% people in India access internet through their mobile phones which gives marketers the biggest hint to tailor campaigns to Mobile first with bigger buttons, videos, shorter content etc. This also holds true, as the use of tablets and mobile phones has increased significantly due to easy access, mobility and affordability.

8. Short attention requires visual first

The diminishing attention span of clients and prospects should warn marketers to understand the changing behavioral characteristics of the new generation consumer. The shift from Twitter to Instagram and from long form content to short form content should provoke us to lean towards crisp and explanatory graphics, infographics and short videos.

9. Don’t ride on every new trend

The reality is harsh but every platform will not become Facebook or Instagram. One must analyze the consumer and the geographic locations to understand the best possible platform and strategies that should be implemented. For e.g. Snapchat may be big in USA but not so much in India whereas Whatsapp is huge in India than most other countries. This points us to choose the platform wisely to create creative campaigns best suited to the medium.

10. Short term is the New long-term and Instant is the new short term

Most companies plan their activities on a yearly or half yearly basis but with the changing ecosystem and the constant changes in business methodologies, we perhaps need to focus on quarterly or even monthly goals. The same ideology goes for story ideas; this is the time for instant content and same day coverage. We need to become quicker, proactive, agile and alert on a day-to-day basis.

Content is adapted from a Meltwater webinar conducted by Prateek. To view the webinar and content in detail click here.

About the author:

Prateek shah is one of Asia’s leading digital marketing trainers and the founder of Digital Defynd, a community driven digital marketing marketplace. Over the years, he has trained professionals at organisations at Phillips, Citibank, DBS bank, DISH TV, NASSCOM, FICCI and many more.Prateek regular speaks at events ad his thoughts around digital are sought after by media industry at large.




Marketers: Here’s why you should do a year-end report

Marketers sometimes fall into the pit of either not collecting the right metrics or not collecting metrics at all when it comes to reporting on their campaign.


As the year-end approaches, you are proud of your team’s hard work and the amount of buzz you have generated for your brand, either through marketing, PR or digital campaigns.

Now the question you face is, how do you communicate to your boss or your board how your campaigns made a difference and contributed to the ‘brand visibility’ of your company?

Sometimes, marketers fall into the pit of either not collecting the right metrics or not collecting metrics at all when it comes to reporting on their campaigns. Growth, and engagement is great, but it should be measurable and should show clear Return on Investment.

Here are three tips on why you should create an impressive year-end Media Report to tell a story of your marketing journey over the year:

1)  Relate your communications and PR efforts to the company’s business goals

Most marketers are tasked with ‘increasing brand awareness’, but more often than not, this is never measured.  A report should be able to tell you:

– Your brand’s share of voice in relation to your top competitors

– Sentiment analysis of your digital or PR campaign or even brand as a whole

– Which campaigns generated the most attention on social media or print media?

– Did your campaigns bring about an opinion change or contribute to increased sales?

In short, your report should not only be about the success of your campaigns but it should also tell a story of your marketing journey along with key takeaways from your activities for the year. It should be a benchmark of what worked well and what could be improved.

2) Demonstrate informed business decisions

Using these insights, you can shape your marketing, PR and digital strategies for the coming year.  It will be easier to convince the management of the rationale behind your strategy for the next year, if the report clearly shows the need to make changes. Demonstrate how some of these marketing insights can better inform business decisions. For example, if your company is planning to enter a particular market, show them how you can measure your current brand visibility and ‘buzz’ in that market and accordingly ramp up PR efforts before your office launch.

3) Justify marketing/ PR budget

Putting together a better plan for next year based on the findings from your report could also translate to increased budget for your department for the next year. Once the Executive Team understands the impact of your marketing initiatives and how you’ve stolen share of voice from your competitors, they would most likely be willing to increase budget for your marketing department.

All in all, keep these three guiding rules in mind as you begin the complex task of wrapping up for the year. The idea is that your report should is high-level enough to communicate your annual success and demonstrate your marketing, communications or PR team’s impact on the business.

Connect with Meltwater to see how we can help you with a custom annual branding report for your organization.