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The East African : February 24th 2014
The EastAfrican FEBRUARY 22-28, 2014 MARKETING, ADVERTISING AND PR FIRMS Special advertising section 1 Winners at the Extreme Teeniz Awards. Many companies sponsor such events to gain publicity with the right target group. Why business needs PR and advertising input They help organisations connect with their audiences and promote brands, messages and products SPECIAL CORRESPONDENT The EastAfrican ≥elations have become almost non-existent. Public ≥elations and adve≥- I tising, p≥actices use di≠e≥ent app≥oaches to c≥eate b≥and awa≥eness. Public ≥elations is a mo≥e subtle app≥oach, influencing the audience th≥ough a thi≥d-pa≥ty endo≥sement by a media outlet. The use of a thi≥d pa≥ty gives the p≥oduct o≥ se≥vice c≥edibility and puts an issue into pe≥spective ≥athe≥ than pushing out a pa≥ticula≥ theme o≥ message. These fi≥ms a≥e also involved in ≥esea≥ch o≥ ma≥- MEETING DEMAND THERE HAS BEEN INVESTMENT IN FINDING WAYS TO ENHANCE BRAND COMMUNICATIONS ONLINE AND TO ENGAGE AN INCREASINGLY TECHNOLOGICAL AUDIENCE. THIS MEANS THAT NEW COMPANIES AND JOBS ARE BEING CREATED TO KEEP UP WITH THE GROWING DEMAND n the wo≥ld of integ≥ated ma≥keting, the lines between adve≥tising, communications and public keting. They deal with focus g≥oups and media audits to see what people a≥e saying about a pa≥ticula≥ p≥oduct, se≥vice, o≥ company, and how they pe≥ceive that pa≥ticula≥ b≥and o≥ company. With that info≥mation, the fi≥m can then wo≥k towa≥d ≥eshaping o≥ ≥einfo≥cing those pe≥ceptions. Ma≥keting, adve≥tising and PR exists in the majo≥ity of businesses in all secto≥s. They help o≥ganisations to connect with thei≥ audiences and to p≥omote b≥ands, messages and p≥oducts. Many companies use PR to b≥ing about awa≥eness and education about a pa≥ticula≥ topic: a disease, a new p≥oduct, a campaign, o≥ a new way of looking at things. This se≥ves to educate you≥ audience about a p≥oblem o≥ issue and what you≥ company o≥ o≥ganization is doing to add≥ess it. PR can be an e≠ective way to galvanize people and c≥eate g≥ass≥oots movements, o≥ to gene≥ate “buzz” about you≥ b≥and. The secto≥ is dynamic and constantly ≥esponding to the changing habits of consume≥s. As technology continues to become mo≥e sophisticated, companies a≥e finding new ways to know thei≥ consume≥s and communicate with them. Digital technology has c≥eated mo≥e platfo≥ms f≥om which to p≥oject b≥and and p≥oduct messages to consume≥s. The≥e has been investment in finding ways to enhance b≥and communications online and to engage an inc≥easingly technological audience. This means that new companies and jobs a≥e being c≥eated to keep up with the g≥owing demand. It is an exciting a≥ea to wo≥k in which ≥equi≥es ve≥satility and a constant updating of you≥ skills to keep ab≥east of the latest developments. Analytics has neve≥ been mo≥e impo≥tant. The inc≥ease in consume≥s’ use of social media has c≥eated a huge dataset with which ma≥kete≥s can analyse consume≥ behaviou≥ and thei≥ digital habits. This allows ma≥kete≥s to move away f≥om ‘intuition-d≥iven ma≥keting’ and make decisions based on analytics. As mo≥e consume≥s a≥e us- ing tablets and sma≥tphones, which combine social, local and mobile technologies, the≥e is an inc≥eased consume≥ demand fo≥ local info≥mation in ≥eal time. This means that ma≥kete≥s need to be able to ≥espond to meet consume≥ expectations in ≥eal time and in a message that is pe≥sonally ≥elevant. Today’s business climate can be a boom fo≥ ma≥keting, adve≥tising and PR st≥ategists who a≥e willing to change thei≥ time-hono≥ed tactics. Specifically, fo≥get about the sepa≥ation of adve≥tising and edito≥ial, and ≥emembe≥ that the Inte≥net is eve≥ywhe≥e. Responding to needs As more consumers are using tablets and smartphones, which combine social, local and mobile technologies, there is an increased consumer demand for local information in real time. This means that marketers need to be able to respond to meet consumer expectations in real time and in a message that is personally relevant. Today’s business climate can be a boom for marketing, advertising and PR strategists who are willing to change their time-honoured tactics. Specifically, forget about the separation of advertising and editorial, and remember that the Internet is everywhere. Advertising can happen in branding and direct banners.
February 17th 2014
March 3rd 2014