Many PRs don’t understand how influencers work. That must change. As someone who works in the PR industry and also runs a football culture blog, I have seen “influencer marketing” from both sides. Building on my recent City A.M. post on the growth of microinfluencers, here are my insights on where PRs go wrong and how they can work better with influencers. Most PR [...]
“Microinfluencers” could hold the key for marketers when trust in media is thin Trust is the currency of the Internet. At a time when trust in media is thin on the ground there is one group of publishers who are followed by many for their authenticity. No wonder brands are now interested in “microinfluencers”. Early each year, communications agency Edelman issues its “Trust Barometer”. It measures public [...]
Droning on: How drones are transforming marketing From publicity stunts to epic and cost-effective aerial photography, marketers are getting increasingly creative with how they use drone technology. Prior to the rise in camera-equipped drones in recent years aerial photography was restricted to those who could afford helicopter support. All that has changed. As City A.M. reported last year, the drone [...]
How can brands avoid social media crises? February 16, 2017 The London Dungeon apologised this week after its “dark Valentine campaign” on social media drew widespread criticism. This incident got me revisiting a familiar issue: how can brands avoid social media crises? With policies, practice runs and neutral second opinions. There are often just a few origins for social media crises: Misjudgement: Brands can [...]
Psychology in marketing: It’s time to get emotional February 10, 2017 To succeed at marketing you need to understand people. And to understand people, you need to know what makes them tick. In an age when ad blocking is on the rise and trust at a premium, understanding psychology has never been more important in marketing. Whenever I talk about the art of persuasion in [...]
Has the PR industry missed the search marketing boat? February 8, 2017 Do you know how the Google search engine ranks websites? When you enter a search term, its “bots” scan billions of web pages and, in milliseconds, follow 200 or so “signals” to decide what to present to you in a SERP (Search Engine Results Page), that list of sites that you see. Google’s chief concern [...]