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What is the role of storytelling in PR?

What is the role of storytelling in PR? | Digital Brand Marketing | Scoop.it
Are you sitting comfortably? Then listen to PR leaders discussing the power of storytelling to build brands and energise businesses (Interesting read "@ThePRCoach: Good read: What is the role of #storytelling in #PR?

 

I love this post that reminds us all about the power of storytelling for businesses. Here Public Relations leaders share with us how stories are critical to use in business for branding and building a strong customer base.

 

Stories are everywhere, but the real trick is the following, says Tom Watson, professor of public relations at Bournemouth University: “For brand communicators, the challenge is to create narratives that are deserving of trust by their target markets and sustainable over time."


I also like what Kevin Murray, chairman of PR agency the Good Relations Group, says: “I use stories to entertain people at dinner parties to amuse. But in business you need to tell stories that make a difference.” Good point! 

 

Go read what the PR professionals in the article have to say. There are great insights.

 

Link to original article: http://prmoment.com/1212/What-is-the-role-of-storytelling-in-PR.aspx ;

 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;


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Best 10 ways to Build Links without Content in 2017 -

Best 10 ways to Build Links without Content in 2017 - | Digital Brand Marketing | Scoop.it
Best ways to build links without content. It is not always necessary to have fresh content for properly creating new links.

Via THE *OFFICIAL ANDREASCY*, malek, massimo facchinetti
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How to Better Integrate Analytics Into Your Marketing Strategy - Kissmetrics

How to Better Integrate Analytics Into Your Marketing Strategy - Kissmetrics | Digital Brand Marketing | Scoop.it
To build a strategy around your analytics (instead of the reverse), follow these tips:

Learn to live with being wrong. Part of letting the data drive your strategy is letting go of initiatives that simply don’t move the needle (or move the needle enough to justify the investment).Approach data from a number of angles. There are likely a number of ways to interpret your marketing data, so bring in a partner or a few to help make sense of it all and ensure you aren’t missing any key perspectives.Test, and test some more. Marketing analytics give you a picture of how things are – to find out how things could be, you’ll need to test your tactics and theories.Above all, listen. At the end of the day, the number one mistake you can make is to ignore what all of your valuable analytics are telling you. Let the data speak for itself, and listen.

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marketingIO's curator insight, January 22, 6:16 PM

Get a FREE Marketing Automation Cheat Sheet. Compliments of marketingIO. Go here.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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10 best tools to automate your social media marketing

10 best tools to automate your social media marketing | Digital Brand Marketing | Scoop.it

Want to simplify your social media marketing? Save time when posting updates? Lilach Bullock shares her top 10 favourite tools to automate your social media


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Rescooped by Os Ishmael from Public Relations & Social Marketing Insight
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Why influencer marketing trumps influencer advertising

Why influencer marketing trumps influencer advertising | Digital Brand Marketing | Scoop.it

Thanks in part to a “60 Minutes” segment in October, influencer marketing has crossed over. It’s no longer just a topic of interest to advertisers. It’s a subject of public interest.

As the segment illustrated, influencer marketing is a big business. Teens with millions of followers can pull in hundreds of thousands of dollars for a shout-out on YouTube or Instagram.

It’s easy to imagine viewers all over the country yelling at their screens about the unfairness of it all, but from a marketer’s point of view, there’s another big problem: This type of “influencer marketing” isn’t actually marketing. It’s really “influencer advertising” and should be viewed as a less effective, pricier variation that has a corrosive effect on influencer marketing.

Influencer marketing transfers the implicit trust that consumers have in people they follow online and transfers it to a brand. Influencer advertising betrays that trust both for the influencer and for the brand....


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Jeff Domansky's curator insight, January 20, 11:15 PM

Influencer marketing is a leading marketing strategy according to the buzz.

Vanessa Ong Li Wen's comment, January 21, 12:25 PM
I wholeheartedly agree with this article's opinion on marketing and advertising. As an average, everyday person (as what the article has put it), I do understand that people who genuinely like a brand are more trustworthy than celebrities who endorse the same brand. Influencers are people, and humans as social creatures would not react to an interaction that isn't genuine. I strongly urge companies to pull in their resources into encouraging ordinary people to advertise for them ie. by giving out prizes to those who have the most interesting captions about their brand
Comunicologos.com's curator insight, January 21, 1:37 PM
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Rescooped by Os Ishmael from Public Relations & Social Marketing Insight
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Gary Vaynerchuk Says The Entire Digital Ad Space Is 'Broken'

Gary Vaynerchuk Says The Entire Digital Ad Space Is 'Broken' | Digital Brand Marketing | Scoop.it

At AdExchanger’s Industry Preview on Wednesday, Vaynerchuk shared his provocative views with an audience of digital industry professionals who he clearly wanted to shake up: “I believe this entire space is broken not in a bad way, but from the way I see the world.” And what is that? He believes that brand marketers, agencies, and tech suppliers, see everything based on a short-term vision. “Everyone talks about return on ad spend, click-throughs… everything is math and metrics but meanwhile, the business is in the tank,” he said. “There’s a disconnect,” he says -- and he blames short-term thinking, and the industry’s obsession with “math” and metrics.

“Common sense needs to enter ad tech,” he said, rating the common-sense element at “zero.” He also blamed much of the existing dysfunction on programmatic and “behavior that is so predicated in the moment or in the machine.” And he boldly stated to the audience: “You don’t believe in what you’re selling.” He said everyone in the room is concerned about short-term returns, and brand managers worry about making the numbers quarter by quarter, instead of taking a longer view.

All of this is taking place within the context of extreme channel conflict, where marketers are increasingly going direct consumer....


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Jeff Domansky's curator insight, January 20, 11:25 PM

For a "broken" system, Gary Vaynerchuk is certainly making a lot of money from digital advertising and marketing.

provesembed's comment, January 21, 1:30 AM
good