THE DIGITALISATION OF B2B PR
11th April, 2018
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Did you know that, with a bit of simple software automation, you can set up your appliances so that your coffee machine turns on as soon as you put on your Fitbit? This is just one small — albeit unnecessarily beneficial — example of how digitalisation has affected many aspects of our personal and professional lives. PR is no exception to this creeping digital influence, but to what extent have things really changed?
By Thomas Roden, senior account executive
Many marketers still think of digital marketing and modern PR as being centred around social media and e-mail marketing. However, it’s been more than a decade since the newer of these platforms, social media, became a marketing tool.
The trouble is, social media and e-mail marketing aren’t necessarily what we should think of when discussing digital marketing. In a sense, they’re a bit like Bluetooth in the industrial internet of things (IIoT): they are ways of communicating, but they will only deliver the desired result if they’re used properly.
From our experience providing digital marketing for B2B businesses, we’ve noticed that the biggest impact of digital technology on PR has been the growing value of integrated campaigns. These are campaigns where every piece of content, whether it’s an infographic expressing key industry statistics or a thought leadership article on LinkedIn, ties together fluidly across platforms.
For example, it might be that you host an industry blog on your website and would like to increase the reach of that content. You could compile some of your more useful tips into a one-page visual guide, which could be set up to capture e-mail addresses for your marketing lists.
From there, you can automate your blog content with an RSS feed, to create a stream of information that is e-mailed frequently to subscribers and automatically scheduled on your social media feeds. Like connecting your smart watch to your coffee machine, this is a simple bit of automation that is convenient and effective.
Alongside this, the digitalisation of PR has meant that marketers can measure more than ever before. Everything from content impressions and number of social shares to site traffic and search ranking can be monitored, measured, segmented and analysed. This paves the way for more responsive marketing and PR strategies that adapt faster to changes in audience behaviour and interests.
As in other industries, the digitalisation of PR offers marketers the opportunity to streamline processes, increase the effectiveness of their strategies and show the value of their activity in different ways. It’s still relatively early days and the available marketing automation software is constantly developing, but there’s nothing stopping marketers digitalising their PR activity and seeing results. You just have to be keen enough to play around with the software and see where it takes you.
Get in touch to find out more about marketing automation or the digital marketing services that Stone Junction offers. You can even ask us how to set up your smart watch to make you coffee in the morning. You can reach us on +44 (0)1785 225 416 or at firstname.lastname@example.org.