Why PR is so Important for Consumer Electronics

Electronics are applicable to all walks of life. With the emergence of influencer marketing, it’s vital that your brand is on point with its PR messaging. Here are some tips on why a strong Public Relations campaign is needed for your Consumer Electronics brand.

Social Media

Consumers electronics are particularly popular with the younger generation. The recent expansion of social media has made advertisements, notifications, and marketing more accessible than ever. If a company has a proficient PR team, they will be able to easily connect with the public. Familiarity with this sort of technology should not be taken for granted. Due to the wealth of settings and personalized features on these applications, there are clever ways to spread the word efficiently. Therefore, a strong presence on social media is essential for any consumer electronics business.

Evolving electronics

This is a rapidly evolving industry. Every year, improved electronics appear on the open market. Unlike other industries with forms of longevity, consumer electronics have predetermined shelf lives that come and go. In order to inform buyers of these new products, PR is an absolutely necessary department. If a company has a weak PR team, their consumers might be unaware of innovative and exciting products. In particular, people are interested in upgrades for their current devices. It is important to organize PR and inform the community of recent developments.

Size of demographic

Compared to other industries, consumer electronics is unusually large. Consumers include homeowners, students, the elderly, and more. Because everybody values electronics for productivity, these devices are a priority for nearly all buyers. The best way to spread information is through repeated PR. While other smaller industries might spread the word via bulletins or local conventions, these methods fall short when it comes to electronics. It is necessary to use mass communication to reach all of the population.

Reputation

PR is also responsible for upholding community relations and standards. This includes constant communication via email and feedback systems that allow anonymity. In the consumer electronics industry, there are naturally a large number of complaints and concerns. If a PR team is able to quell these problems without a hitch, they will be able to maintain a solid reputation. When the public is highly judgmental, it is this department’s responsibility to uphold a good image. Future electronics sales are on the line.

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The Ultimate List of Social Marketing And Marketing Resources For 2017

Here at Magnafi we love to stay on top of all the current trends in marketing, advertising and digital by using a combination of some of the best free, paid and freemium tools on the web. This is roundup of some of our favourite tools that we use here and outside of work.

 

We love to test new tech on our campaigns so if you’re a developer feel free to tweet us @magnafication.

 

Social Automation and Scheduling

 

  1. Hoot Suite – Our favourite tool for scheduling our social posts to sync between all our devices has to be Hoot Suit. It doesn’t take a second’s thought to make sure to post regular content to all of our platforms. A little mentioned benefit of the tool is when used for social media outreach you can schedule all your posts periodically so that your current followers aren’t bombarded all at once when you send tweet copy to twenty different influencers.
  2. Social Quant – One of the single most effective social media tools behind our Breathe Life campaign. The tool is in a sense a bot that based upon your keyword research performs a set amount of follows and unfollows per day. How well the tool performs in terms of engagement around your content relies on what you put in. For managing engagement and partnerships that might be generated by the tool you’ll still need to make the time to form connections and follow up with those who want to know more about your project. At the moment, the tool only works on Twitter and to date I’ve not found a comparable tool for Instagram. As well as the tool works, I do think they could improve upon the billing and KPI dashboard from a usability perspective.

 

Organic Outreach, Research and Content Discovery

 

  1. Social Bakers Analytics – Easily the most comprehensive tool we’ve used to find every popular Facebook, Twitter and YouTube account worth knowing about, divided by sector, genre and country. Whilst using this to find the most popular accounts out there will leave you at the mercy of their own advertising placement fees, the tool is best used when finding smaller niche communities to contact.
  2. Is – A human curated tab takeover of the best digital marketing and tech articles, updated every day. The quality of the app is very high thanks to the curation aspect of the platform, so much so that you may even forget to check The Drum and MarketingLand at times because you’ll have already bookmarked so much reading material just from opening a new tab!
  3. Growth Hackers Community – An incredibly well thought out platform of content creation and curation. The highlight of Growth Hackers is the wide and varied range of marketers and senior entrepreneurs that are selected for regular AMAs. It is amazing how you can so seamlessly share your conversations straight to Twitter to show that you are talking to some of the most influential marketers today.
  4. org – The Reddit of marketing professionals. A huge community marked by some spam. It seems engagement per post has been lower in recent months. It is still a very valuable tool as the sheer numbers of members they have in the marketing and advertising sector can’t be beaten by any near competitors.
  5. FollowerWonk – Find the most relevant influencers in your sector by taking a list of common keywords used and organising results by location and popularity. Also provides wider analytics on your own account as well as that of competitors.
  6. Buzzsumo – Discover the most popular content in the past year for your sector, free plan is limited to only one page of results per day. Make sure to take into account that any fake blogging networks that pay for tens of thousands of fake likes will appear as “popular” results. For results like this, the tool isn’t perfect and should be taken with a pinch of salt. One nice little extra that they have recently implemented is drawing in backlink data for top content results directly from Majestic SEO.
  7. Pingroupie – If you’re looking for group boards on Pinterest (and you should!) Pingroupie is your only option for searching effectively through the noise. The biggest reason to include group boards as part of your Pinterest strategy is that it only takes a few shares to triple or even quadruple your monthly views on the platform. This also leads to more engagement across your pins if you happen to curate visually stunning content.
  8. Twitter Lists – For everything the Social Bakers miss, Twitter lists have – for free! The quality of a list varies from user to user. When you get it right though selecting the right list that includes a major influencer will also connect you to ten, twenty, maybe even the top thousand that are most similar. You can find the lists connected to any account by entering /memberships to their profile URL.
  9. Similar Web – A great free tool for website overviews providing everything from traffic referrals to similar sites in your sector and more in depth data around how different social networks are performing for you and your competitors. Audience insights is probably one of the most underated aspects of the tool in letting you know what percentage of your traffic is actually relevant to your site.
  10. io – Is one of my top essential plug ins currently taking up space in my toolbar. When I’m performing outreach, Hunter saves me a huge amount of time looking at third party sites for the contact details of prospects and bloggers I want to work with. With a single click the tool gives me a list of emails for all contacts on any webpage. Invaluable when you need to send hundreds of emails in a given day.
  11. Check My Links – When using a broken link building strategy to support your wider content promotion, a link checker such a Check My Links is essential and a very quick way of sorting through a page that may contain up to around 3,000 links. Combine with Ahrefs for locating high quality resource pages in order of authority.
  12. Hashtagify – The perfect hashtag research tool. Use the site before posting your content to Twitter/Instagram to find like audiences connected to the keywords you already know and love. My favourite part of the site is where you can see the crossover between audiences between two or more hashtags by percentage. The Top Recent Media sidebar also shows you the type of content your post will sit alongside. This can be highly important for reputation management and keeping on top of current trends or controversies.
  13. Google Trends – Have you ever been interested in finding out exactly when a word started trending? Are you also interested to see if that term has yearly ebbs and flows to help plan when you create content? Google Trends is yet another free tool that proves essential in providing real insights on what people are actually searching for, when and where those searches are more prominent and can help predict patterns of purchase intent from consumers.
  14. Profiles Lite from YouGov – Whilst this popular audience insights tool supports a much smaller data set than the professional platform, YouGov Lite is a great starting point for those first venturing into researching their current customer base. Striking visuals really bring the site alive, something you can’t get from viewing audience insights through a tool like Google Analytics.

 

 

Content Creation and Mockups

 

  1. Giphy – Create gifs to use on social media from existing video content in a matter of seconds from your most stunning video content.
  2. Promo Republic – Create beautiful social media posts from a suite of assets that look fresh and interesting. The inspiration section is great for examples of social posts to promote your site and even includes ideas for flyers and assets for newsletters.
  3. Io – Get a mock-up of your brand’s chatbot before launching.
  4. Plagiarism Checker – A tool you might not think to use whilst writing but really should. Plagiarism isn’t just a matter of hurting the feelings of content creators but also that of search engines. With duplicate content penalties-a-plenty it is important for the quality of your site to make sure that whilst you may be writing on an already well documented subject, take an original stance or face the wrath of Google!
  5. Afterlight (for IOS) – Gorgeous social posts that are curated by an art director are little needed when Afterlight brings the artist to the palm of your hand. My favourite reason to use the tool when I’m out on the go is because your audience is always looking for exciting content. The app is easily the most comprehensive free tool I’ve used to make sure my Instagram posts are perfectly colour balanced before posting to keep in key with any existing branding. I rarely use the more in your face elements of the app, but if bold frames and burn effects are your thing then you’ll also find that in this self-contained editing platform.

 

SEO

SEO is one of those areas where I’m not too loyal to any one source of data. As you’ll most often fine that not all websites are crawled equally. I’ve found many domain exceptions in which Majestic outperforms Ahrefs and vice versa. Below are the tools we most often use in both their free and premium formats.

 

  1. Majestic – One of the more affordable backlink and authority checkers out there, the tool is very good for an overview of your own and competitor activities. Use Clique Hunter to find audience and link crossover between up to five comparable domains of your choosing.
  2. Ahrefs – The pricier of the most popular backlink comparison tools provides more insights on yearly activity, anchors used, referring content and even has a discovery tool that works in a similar manner to Buzzsumo included within the package. The single most valuable function of Ahrefs isn’t it’s use as a link scraping tool but it’s superior functionality for keyword discovery, unlink Advanced Web Ranking which relies on data you have to discover yourself, Ahrefs cuts out the middle man by pulling the data in for you before you even have time to think of linking Webmaster Tools!
  3. SemRush – The most useful aspect of SemRush is the amount of technical and on site detail that they provide. From blank meta descriptions to dead links and errors that that the previous two tools never alerted me to, it is the major thing that kept it in my arsenal. Out of the three tools I also prefer SemRush’s newletter format for weekly rankings I’m sent just for being a free member. Breakdowns between competitor and keyword rankings are more concise and perfect for viewing whilst out of the office.
  4. YoastSEO – Yoast is one of the few plugins that is used alongside WordPress on the Magnafi site. It is so often used to optimise our pages and articles that it can be easily forgotten as one of our staple tools. Whilst a few of the metrics they judge upon have been outdated by Ahref’s 2 Million Keyword Study (which you can read here), it provides excellent guidelines to any beginner in SEO who creates regular content.
  5. Advanced Web Ranking – One of the best keyword ranking tools out there. Especially valuable for agencies in that it can be used for white label reports for your competitors. Weekly rankings are supplied as standard, with daily and on demand keyword results available for premium subscribers.
  6. StoryBase – If your looking for some new insights and are tired of relying on the Adword’s keyword planner, Storybase might just be for you. With 5 billion long-tail keywords, 100 million question keywords, and 2 billion related LSI keywords they are hardly short of data! The aspect I most like about the tool is the fact that questions have a clear separation from the rest of the other keyword results. This can make answering a customer query a lot easier to view than in Adwords, as in Adwords you have to specify terms that would be most often included in a question (e.g who, what, why?) to get the same results. This can be a bit fiddly to sort through especially in results which may not use who, what, where, why in their sentence structure.
  7. Moz (specifically their toolbar) – The free Moz toolbar is great for searching for discovering new linking opportunities for your SEO strategy. Finding the different between followed and no-follow domain links is done in a fraction of the time. It also provides you with the site authority and spam score almost as soon as the webpage is loaded – very helpful when avoiding harmful websites.

 

Don’t forget to check out our own tool that we created for any business owner to audit their YouTube account to poise themselves for video marketing success!

We’ve also launched our first email course for beginners in video marketing – over the course of five days learn the most essential elements of starting a successful advertising campaign that harnesses the power of video.

The post The Ultimate List of Social Marketing And Marketing Resources For 2017 appeared first on Magnafi.

Herstory: Jack Morton Boston Attends the Women’s Leadership Forum

“HerStory: Stories told. By women bold.” Six attendees from Jack Morton Boston spent the day living through six remarkable women’s experiences at the Ad Club’s Women’s Leadership Forum.

Herstory 2
Pictured: Lois Casaubon, Account Director; Angela Tisone, Account Supervisor; Laura Voigt, Business Development Director; Carrie Mahoney, Strategist; Alicia Durfee, VP, Sr Account Director; Allison Kromer, Finance Director

Account Supervisor Angela Tisone said it best when she said, “To me, the most amazing thing was the diversity of the speakers. Whether it was a mathematician or a musician, each speaker brought her own story to the conference and somehow, despite their different backgrounds and personal experiences, they were able to relate to all of us in the room.”

Business Development Director Laura Voigt’s favorite quote was the following: “Always remember that your curiosity is a vital organ,” from Lizz Winstead, comedian, writer, & co-creator of The Daily Show.

One of the speakers, musician and entertainer Grace Kelly, mentioned her once-in-a-lifetime experience performing an original composition with the Boston Pops Orchestra before the age of 15. Her secret, she shared, was this:

“Jump in, and learn on the go. Say yes as much as possible, even when not always sure, with the belief that the decision to succeed is just as important as actually doing it. It can be a good thing to be uncomfortable, as it results in growth.”

Dr. Miriam Meckel, expert on media economics and communication, explained the importance of understanding oneself and others – and appreciating the emotional layer of our lives as a strength, not a weakness.

Madge Meyer, former EVP and CIO at State Street Corporation, shared inspiring stories of her growth up the corporate ladder, including her ability to make deals with skeptical male managers throughout her career, one of which saved her company over $40 million dollars a year. Her advice included:

“Promote yourself. It’s not bragging, it’s just speaking up….Don’t accept ‘no,’ but find a way around it.”

The event also included the conferral of an Admiration Award to Collette Divitto, a talented baker with Down syndrome who started her own cookie company after she was rejected multiple times for jobs she was qualified for.

For Account Director Lois Casaubon, the award ceremony was the most memorable moment. “While [Collette’s] story in itself is completely inspiring, seeing that young woman get up on stage in front of 1100 people to accept the award was totally incredible. She was clearly nervous, but didn’t let that stop her from saying what she wanted to say, and making sure her story got told. She was incredible!”

Herstory 3

 

Strategist Carrie Mahoney said, “To me, one theme kept reappearing: carve your own path. Each speaker talked about the importance of identifying a need within an organization, finding a solution and taking on that role. None of them sugarcoated their setbacks, their doubts. But the times they succeeded the most were when they were doing something no one else was.”

Looking around the table at our JACK group, I thought about how we work together. And rather than compete with each other, we often support and lift each other up. “I’ve got my own thing, ya know, instead of competing and chasing the fad… ” said Grace Kelly. How remarkable is it when we can all have our own thing, and still be able to connect to create something extraordinary?

The post Herstory: Jack Morton Boston Attends the Women’s Leadership Forum appeared first on Jack Morton.

Jack Morton Boston insights from Cindy Gallop’s Be the Change talk

On Thursday, March 9, following International Women’s Day, the women of Jack Boston gathered to watch IPG’s Women’s Leadership Network webcast, Be The Change, featuring Cindy Gallop.

Be the Change Image

Cindy is one of the most outspoken advocates for diversity in business, tech and advertising – not to mention a total badass. She spoke about skills and talents that can bring more creativity and impact to what we do, the everyday barriers that may get in the way and how to break those down and the inspirational opportunities to realize your own ambitions.

Cindy Gallop is one of the most outspoken advocates for diversity in business, tech and advertising – not to mention a total badass.

Here are 10 key takeaways from the webinar that influence how our Jack Boston women will continue to ‘be the change’ in the workforce:

Say what you think

Own your ideas and make sure you get credit for them. You diminish your own worth when you hold back.

State your ambition

Consistently remind people what that ambition is. Make it clear you want to be a leader.

Take up more space

Understand how your company brings in revenue and recommend new ways to bring in revenue. Women will influence men more than men will influence other men.

Be your own filter

Identify your own beliefs and values. Everything in life and business starts with recognizing what you believe in and what you value. Do what you believe in, and stay true to your values.

Say yes. Say no.

Put yourself up for everything but say no to the “housekeeping” tasks that are often relegated to the women in the office.

Make sh*t happen

Be the person everyone can count on to make shit happen.

Call out barriers

The unfortunate reality is that unconscious bias exists in the workplace. Men are hired and promoted on potential, women are hired and promoted on proof. Call it out, and change the optics. What are the optics of our industry today? Check out TooManyGuysOneGirl on Tumblr.

Build your personal brand
Manage your descriptor and your elevator pitch. When you do this, you are creating value for your company by showing off your talents and capabilities.

Find champions, not just mentors
Find a champion who will make things happen for you. Mentorship is nice and important, but this takes it one step further.

Help change the numbers
Hire groups, not individuals. Boards with three or more women on them have better quality discussions and better results.

Ultimately, as Cindy said, “it’s not about diversity, it’s about humanity.” It is our responsibility make sure our workplace is representative of the communities it serves. How will you be the change in your organization?

Be the Change Image 2

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Infographic: UK Spending on Mother’s Day

In the UK, Mother’s day is exactly three weeks before Easter Sunday and five weeks after Valentine’s Day meaning brands have a very short space of time to roll out new and effective marketing campaigns for Mother’s Day.

 

But the short time period does not appear to have a drastic effect on spending in the UK.

It seems the nature of the celebration between mothers and the maternal bond with their children is just far too strong.

In 2015, it was estimated that Brits spent over half a billion on gifts for Mother’s Day and in 2016 Mother’s Day spending equalled that of Easter.

In general, Londoner’s and men spend more of their Mother’s, and Mother’s Day knocks Father’s Day spending out of the park (Sorry Dad’s).

 

But, it’s not just flowers and chocolate’s that we’re treating our mum’s to these days. We have seen a huge increase in popularity for personalised gifts in the last few years.

Shoppers are in a bid to make their gifts stand out among the rest.

First with cards from Moonpig and boutique gifts from Not on The High Street, and now towards personalised food and drink products like Biscuiteers, Coca-Cola, Nutella and Marmite.

There has been a huge rise of this trend in recent years, and with an expected £1billion being spent on personalised gifts in the UK back in 2015, we can only wonder how this year’s Mother’s Day will contribute to the 2017 personalised gift spend.

 

This infographic is a round up of Mintel’s 2015 study into UK spending on Mother’s Day.

 

Spending on Mother's Day

 

Do you have any of your own spending stats for Mother’s Day? Sound off in the comments below or let us know @HarvestDigital

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Data Science and Big Data Experts Wanted for Marketing and PR

More and more job listings for both PR and marketing are asking for experience with data science, especially Big Data. Big Data and digital understanding provides better analysis of the results (or lack of them), and such skills also help to pin down and target those who are likely to be most interested in the client’s products and services. Wired referred to data science as being better paying than medicine as a career path, and the Harvard Business Review said it’s the “sexiest job of the 21st century.” Gartner and McKinsey, industry analysts, each reported they expect a shortfall of experts for the jobs coming up of between 100K and 190K by 2020. The majority of those jobs will be in app creation to look for pattern seeking and crunching knowledge.

The Future

It’s sometimes hard to remember, but Big Data has moved to its current position of prominence over just five years. Burtch Works, an employment agency, currently say they have 120 positions in the field to fill and the starting salaries range between $97K-$152K – but managers in these fields got up to $240K and in most cases, they are newly created jobs. This trend for data scientists mimics the trend for digital specialists that happened earlier at the turn of the millennium.

Many of those who have been filling the positions for data science began their careers as statisticians and data miners. Previous job descriptions were often as programmers, consultants, and systems analysts, outside of their job titles they were likely called geeks, and until Big Data became a “thing” on the IoT, no one wanted to pay big dollars for a geek’s statistics. But it’s a different story now; those geeks have become the rock stars of marketing and PR.

Tools and Understanding

Though the use of search engines like Google has helped in the early stages of data science efforts for many companies, it goes well beyond that skill for specialists using computing power, educated choices about more than one software language, and cutting-edge hardware. Making sense of the data and applying statistical and economic tools are also necessary skills. Once the data is compiled, then asking the right questions becomes necessary to make use of the information. And specialists have to be savvy enough to know if the data collected is accurate – it’s not always the case.

It’s not just about those impressive geek skills either. The leader of Burtch Works, Linda Burtch, says business acumen plays a big part too, especially for those working in the marketing and PR side of data. She said: “It’s so critical because a lot of quantitative candidates get so wrapped up in the elegance of the analytics that they forget that they’re answering business problems.”

Cardinalpath.com offers webinars, free training, and more for those who want to pick up more tips of the trade as data scientists in the marketing field. They also offer forecast and survey results.

Dr. John H. Johnson, author of Everydata: The Misinformation Hidden in the Little Data you Consume Each Day, said: “If you can build up some basic intuition and logic about how to work with data, you know there are all sorts of people who are essentially citizen data scientists.”

If you are inclined to this kind of job trajectory, don’t wait, start learning all you can and use that knowledge to further your education.

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Strategy 101: Brand Vs Direct Response

Although it will be second nature to seasoned advertisers and marketers, the difference between brand and DR (direct response) advertising can be confusing to those venturing into broadcast ads for the first time  

 

 

When your audience talks about the adverts that grab them and demand the most attention, they will be most often referring to branded content.

 

When a large advertiser pulls out all the stops getting the best talent money can buy and a production execution to match, you can bet that what they want to build a lasting impression in the mind of their customers – they want to convey excitement and brand recognition above a direct no frills call to action.

 

 

Direct response includes many of the print adverts you’ll come across in local newspapers and radio spots, Facebook ads, PPC and remarketing as they have one specific purpose, and that is for the consumer, to buy a product upon being served the ad.

 

Direct response ads are more targeted and functional than their counterpart in that they are designed to elicit a response, as their namesake would suggest. They often list out features and benefits of a product, price, offers and local availability.

 

 

We examine below the latest campaign from BT, promoting their “family sim” offering.

 

Rather than trying to cram in a direct response element into a brand ad, they have simply created two ads that run in rotation, sometimes even within the same ad break.

 

The big budget Brand ad follows in the same vein as their recent commercials, enlisting a Hollywood actor portraying themselves in “behind the scenes” situations. In this case Jeremy Renner aka Hawkeye from Captain America, is in the midst of saving a family from an evil overlord, when he is interrupted by film crew to explain he is there to save the family money, rather than saving them from impending doom.

 

 
All very glitzy and well produced, that delivers high action and an element of comedy to raise awareness of the product.

 

This is in stark contrast to the Direct Response ad, which comes across more like a powerpoint presentation, albeit a very slick one, explaining exactly what the product is, cost and benefits to customer. It does not feature the Hollywood actor and only uses voiceover and graphics to promote the product.

 

BT have then gone one step further to hammer home their message.

 

On the campaign website landing page, they have an explainer video that goes into even more detail, leaving the customer in no doubt as to the benefit of the product and how they purchase it.  

 

 

Get in touch today to discuss how we can help your business plan and deliver your video marketing campaigns.  

  get-in-touch

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UK shoppers plan to spend more this Mother’s Day

Research finds 26% of UK shoppers plan to spend more this Mother’s Day, compared to 2016 …but for most (26%) mums, it will be time spent with their family that will make their day special… Savvy’s latest research has revealed Mother’s …
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