Written
by Cate Callahan
One
of the main goals of public relations is getting information about client’s
brand, service or product out to the media and into the public’s mind without
paying for the publicity. One of the
ways a PR practitioner can accomplish this is by using a new marketing strategy
called inbound marketing. Inbound Marketing is marketing strategy of having the
consumer find the product or brand rather than the client finding the consumer.
Inbound marketing focuses on creating a strong presence on the web in order to
utilize search engine optimization. The more sites that your client is on the
higher the chance of the client gaining more recognition. Social media is a
crucial outlet that must be utilized in order to have a successful inbound
marketing campaign.
YouTube is an essential element of social media and has grown as an increasing popular
method of publicity. The free site allows user to post compelling videos in
order to cause a buzz about the client’s organization or product. Not only can the client post videos, but they
can also create their own personal channel in which they can brand.
When
a client is paying for service they are looking to see measurable results and YouTube offers a way to track the amount of viewership. The site shows how many
times a video has been watched by viewers. The site allows viewers the option
to like or dislike the videos and this enables the client instant feedback and
measurable results. Viewers that like the video can chose to share a link to
the video on another social media site, email, blog or another website. A video
shared by the viewers expands the publicity to more audiences and increases the
awareness of the client even further.
Ketchum
is a PR and marketing agency known throughout world for innovative PR campaigns.
Ketchum has won PRWeek’s campaign of the year multiple years in row. One of the
winning campaign strategies focused on using YouTube to promote the client
IKEA. A famous comedian was filmed living inside an IKEA in a model apartment.
Clips of the comedian living in the store and interacting with the customers
was edited and posted to YouTube for consumer to watch. The videos were not
only entertaining, but they also created positive notoriety for IKEA.
When
a consumer looks at a print advertisement or reads a blog they are using one of
their senses. However, video messages are more interactive and engaging to
consumers because videos require the viewers to use both their eyes and their
ears. The combination of using both senses of sight and sound gain the
audience’s attention and allow them to make more of a connection to the overall
message.
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