LEWIS PR recently released a book – The Changing Face of Communications - a collection of 12 articles written to help the modern marketer tackle everyday digital PR challenges. This is really key to marketing and PR professionals as well as companies in general who are looking keep themselves updates in this digital age.
Some of the techniques in this book include getting started on corporate blogs/videos and incorporating search-engine-optimisation in PR, among many others.
Summarized excerpt after the break:
How to make the case for social media
Marketers are becoming savvier, with good reason. The web creates marketing accountability at levels previously not possible, enabling sophisticated companies fluent in analytics to see marketing as a revenue generator, as opposed to a cost center. Further, as influence shifts to the web (for those of you who slept through it, the Internet eclipsed newspapers as a source for news in 2008) digital marketing tactics have become more than a ‘nice-to-have’, they’re becoming the new marketing engine.
And yet, even with 70 per cent of marketers planning to increase their social media budgets in 2011, there are still some organizations which are reticent about embracing modern marketing. In these cases, part of our r ole as marketers is helping decision-makers make a business case to move forward with new marketing tactics.
Following are just a few approaches we’ve found are effective:
- Educate your team on modern marketing
- Make the case with data
- Illustrate how social impacts existing online marketing tactics
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