Team EI Dives into the New Year

In 2017, we hit the ground running by celebrating a new year with new innovations brought to you by a team of trendsetters dedicated to disrupting our clients’ industries. Not only have we been busy capitalizing on the latest and greatest digital technologies to help our customers see incredible growth but we’ve also successfully assisted with some of their world-renowned exits. Now before we get back to work, let’s take a quick break to let you know what Emerging Insider has been up to.

1. Welcome to the Not So Real World

Augmented Reality isn’t just a buzzword, it’s the Next Big Thing for advertisers looking to create unprecedented consumer experiences by using computer-generated stimuli such as graphics or sound to modify live views of the physical world. Here at EI, we’ve been evangelizing organizations that are leveraging AR in compelling new ways while also exploring how our clients can (ahem) alter the landscape by integrating this groundbreaking technology into their marketing mix. To learn more, check out our research highlighted by Forbes.

2. Scaling the Great Wall of China

One of the most exciting additions to our existing lineup of offerings is a range of services now available to help your brand reach Asian audiences. To our extensive, established PR experience, we’ve added a team of cutting edge advertising agents on the ground in Shanghai who will enable a smooth (guānghuá) and easy (jiǎndān) entry into a market with incredible potential. Read a synopsis of the amazing opportunities available in China on our Emerging Insider Blog then learn more about our capabilities here.

3. “Old” is the New “New”

EI has been working not only with new media innovators but also traditional mediums evolving to provide entertainment to audiences both niche and worldwide. As consumers’ tastes and consumption patterns change, we’re paying close attention to what sells so that we can find unique ways to monetize marketing opportunities in even the most conventional formats. We even shared some thoughts on the future of entertainment’s past with CNBC.

In addition to all these exciting new ways we can represent your business, we continue to be the tried and true leading firm for B2B organizations in the tech marketing space, representing TV and video visionaries along with cybersecurity and, of course, a variety of startups. At Emerging Insider, we are constantly striving to enhance our abilities to produce inspiring work. Now, if you’ll excuse us, we’ll get right back to that.

 

 


Introducing…..EI Asia!

Emerging Insider, already the international communications firm for brands and startups around the globe, is scaling the Great Wall to establish a team of agents with expertise in creating culturally appropriate marketing content that resonates with Chinese audiences. That’s right! We’re headed east. Way east. Here is everything you need to know about our exciting new operations in China…

WHAT WE’LL DO: We’ll make your entrance into this huge consumer market simple and painless. You don’t even have to learn Chinese! We’ll handle everything, including the translations, while introducing your offerings through:

Public Relations
SEO/SEM
Design
Native Advertising
Mobile Advertising

From WeChat to Baidu, we understand how to navigate some of the world’s largest social media and eCommerce sites to ensure you’re building relationships with customers ready and willing to spend their hard-earned yuan on your products or services.

WHERE WE’LL BE: Our agents are on the ground in Shanghai, where they have established relationships with media partners and platforms able to serve up your messaging with a distinctly Asian flair sure to connect with Chinese consumers.

WHY THIS MAKES SENSE: Because we love Chinese food. And because with the world’s biggest population, second largest GDP, a rapidly growing middle class and unparalleled affluence, China is the place to be for brands and startups seeking unlimited growth opportunities. We’re ready when you are and happy to put together a plan that will take your intercontinental marketing efforts to the next level.

At Emerging Insider, we have always prided ourselves on providing PR and advertising services to organizations across the B2B and B2C landscapes. Now we’d like to help you take your marketing communications across the Atlantic.

To take advantage of this chance to reach a new audience within the world’s largest growing economy contact asia@emerginginsider.com.

 

 

 

 


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Is Content Marketing Dead?

In 2016, winding your way around the World Wide Web feels less like surfing the Internet and more like an acid trip. Once a place where marketers felt comfortable presenting carefully curated content has become an assault of seemingly random sights and sounds driven to virality by the curious enjoyment of consumers. Sure the typical tales of the Kardashians, their romances and their stolen jewelry will likely remain a part of the mainstream media’s messaging, but it’s far more aberrant posts which are rising to the top of trending stories, where they find more staying power than can be bought with millions of brand dollars.

“Content Shock,” or the theory that a person can only consume so much content, is no longer just a scary hypothetical addition to the marketer’s lexicon. It has been with us for quite some time and grows increasingly apparent to those who pay attention to what goes viral. People have become so inundated with communications, be they push marketing or branded content, native or social, that linear ideas and images no longer hold the same magic they did less than a decade ago. These three trends showcase the psychology of social virality in a world where content marketers are dead and “differentiation agents” will have to take their place to ensure impactful messaging moving forward:

  1. Cat Breading: The Birth of Non-Linear Marketing

There are few forces more powerful to marketers than that of novelty and intrigue. Neurobiologists have even found a region of the midbrain referred to as its “novelty center” which responds to unique stimuli by activating the release of dopamine. But despite their best efforts, many advertisers are unable to inspire these emotions in consumers even while heavily investing in creative pieces designed to break the mold. That’s because even their most original offerings are no match for a picture of a cat with a piece of bread around its head.

What began as a Tumblr post in 2011 and became the subject of a South Park episode in 2012 is still available as a Snapchat filter option in 2016, without any sort of branded promotional dollars behind it. Why? Because bread cats are non-linear, if not downright absurd, and for that reason they demand attention and inspire loyalty. Their novelty is intriguing to a population tired of being bombarded by far more purposeful content provided by advertisers. To really be heard, modern marketers need to take a step back from deliberate attempts at established variation, instead looking towards ideas that use confusion to their own advantage by inspiring the strange delight of consumers.

  1. Boaty McBoatface: The Power of Crowdsourced Humor

Super Bowl ads still drive a relatively engaged audience at scale due to carefully scripted, humor-based creative formats with celebrity power baked in at an opportune time. But these expensive marketing efforts can pale in comparison to the amount of earned media that can be garnered by a crowdsourced non-advertisement. Consider the Internet frenzy created in May when a British government agency decided to let netizens decide the name of a $287 million research vessel.

Quicker than virtually any brand-driven call to action could inspire, hundreds of thousands of voters flocked to support the moniker “Boaty McBoatface” and organic virality was instantly achieved, with the naming convention still showing up in nominations for more recent, similar contests. The force at work driving the popularity of this concept is its open-ended, unscripted opportunity for humor. When audiences are allowed to determine the direction the content takes rather than having it forced upon them, they respond. The lesson to marketers here is a deep one. The Internet doesn’t just want freedom of expression. It wants control over the direction the conversation takes. It wants to decide, rather than be told, what is funny and brands may benefit from incredible viral potential by letting it making such choices.

  1. Buzzfeed Basics: The Switch from Bigger Pictures to Smaller Ones

The media has changed in far greater ways than just a shift to digital content. This evolution is reflected not only in how stories are being shared but also by what is being talked about. Today’s most widely circulated news/entertainment websites now offer many narratives driven by random people in unusual situations, with articles like “A Raccoon Stole This Guy’s Phone and The Hilarious Chase Was Caught On Video” enabling Buzzfeed to become the most popular viral site month after month. That so many highly read stories are now quick-fire tales of circumstances with absolutely no relevance outside of an entertaining diversion demonstrates how popular content is becoming reflective of the self-involved generation which is consuming it. To combat this gap between what audiences want and what brands are able to offer, marketers need to realize they will lose relevance if they rely on pushing their clients’ established storylines, instead engaging the media with unique assets more appealing to journalists’ current desire to cover the little things.

Certainly, creating unique content remains an important aspect of a communications strategy, but unless consumers’ needs for authentic virality drivers are taken into account, all of the marketing dollars in the world are no match for the psychology which leads consumers to crave non-linear randomness in what messages they find worthwhile.

 


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Marketing Roundup – Q2 2016

Q2 is in the books and our clients have not shown any signs of slowing down! Take a look at what our clients have brought to the media in the past quarter.

 

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Entrepreneur – 4 Digital Marketing Wins From This Year’s Presidential Candidates

Forbes – What Snapchat Means For The Future Of Social Media

MarketingLand – Look out for the MosQUito

CMO  – Six Trends Every Marketer Needs To Consider

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Washington Post  – Klinsmann and U.S. soccer team set for Copa America

Elite Daily – EDM Festivals May Actually Be Dying Out

About.com  – Copa America Centenario: Travel Guide for America’s Soccer Championship

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AdWeek – Survey: Facebook Is the Preferred Network for Video Sharing

Forbes  – Don’t Underestimate Humor, Authenticity Or Facebook … For Now

HubSpot – 10 Excellent Examples of Video Marketing on Facebook

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The Drum  – Furious survey: Netflix and YouTube biggest threats to traditional cable

RapidTVNews – Online, TV consumption co-existing – for now

 

 


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Laura’s Language: PR Jargon

My first few days as a PR intern were filled with questions, mistakes, and misunderstandings. Every field has its own jargon and PR is no exception. Looking back I should have asked more questions because no one expects an intern to know everything. Now that I’m more seasoned in the language of PR I thought it would be nice to share what I have learned with ya’ll.

 

For all those struggling with jargon, you are not alone!

  1. Getting a Hit = Earning a media placement for your client.
  2. Traction = When your placement or press release has been picked up in the media and is getting widespread attention.
  3. Buzz/Trending = What everyone is talking about in the news and on social media.
  4. Branding = Using consistent language to describe your client or company and how you want the world to view you.
  5. Market = City.
  6. Pitching = Presenting an idea to a journalist, editor, or reporter.
  7. Media Contacts = Editors and journalist you have created good relationships with.
  8. Angle = A specific emphasis for a story being presented to the media.
  9. Bylines = Bio of the author of a thought leadership piece.
  10. Boilerplate = Short company description that usually appears at the bottom of a press release.

 

I hope you find this helpful! If you are still confused you can always use Google… I always do.

 

Lots of Love,

Laura

 

 


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PR Exit Strategy: Data and Branded Content’s Role in Media Relations

There is a giant discrepancy between what people believe is the work of a communications/PR firm and what the work actually entails. This is never more true than the idealized opinions of startups versus the (often brave) firms and agencies that represent them. The common belief seems to hold that a few calls, and a couple of pitches to media friendlies means your startup will be featured the next day on every top-tier publication and outlet that exists.

The truth is that the countless hours, days and weeks of planning, strategy and executions to follow are rarely seen, but there is a great equalizer. For startups that actually have the foresight to go through the months it really takes to execute a killer PR plan, they may be in for results they couldn’t have ever dreamed of…

Read the full article at bulldogreporter.com

 

 




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Marketing Round-Up – Q1 2016

Our clients have started 2016 strong by fielding numerous compelling features across different types of big media! Take a look at 2 of our clients’ stellar starts to this year.

 

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Mashable – Olympics Ticket Sales Fall Off A Cliff in Wake of Zika Virus

UPROXX –  The Zika Virus Is Wreaking Havoc On Brazilian Tourism And The 2016 Olympics

About.com – Super Bowl 50: Record Ticket Prices & Increased International Interest

WebInTravel – New Partners For Klook Travel, Ticketbis Launches in The U.S and More Countries Added For TripAdvisor Instant Booking

 

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Forbes – How Can Small Businesses Use Snapchat?

QZ – Music Streaming Has A Nearly Undetectable Fraud Problem

AdWeek – How Do Consumers Really Feel About Advertising?

MediaPost – Ads On Social Media Inspire A Variety Of Consumer Response

 

 

 

 


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Update: eZanga’s Michelle Brammer Is Now A Forbes Contributor

We are excited to announce that Emerging Insider has successfully established an ongoing contributorship at Forbes for eZanga’s Director of Marketing Michelle Brammer.

In her first Forbes post, Michelle goes in to greater detail about how advertisers have adopted Snapchat and why the platform has seen such rapid success recently.

Read The Article

This does not come by accident as Michelle along with her eZanga colleagues boast a strong reputation as a thought leaders in digital marketing with pieces in Entrepreneur, MediaPost, MarTech Advisors and Tech.Co to name a few.

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