Less than two weeks after Apple enabled ad-blocking apps, many in the advertising industry are scratching their heads about their future and the ability to reach its desired audiences. And in an industry that’s expected to reach $100 billion in 2016, any bit of uncertainty can cause utter chaos.
But in a recent Tech Cocktail piece, Emerging Insider CEO Zachary Weiner says advertisers should stop and assess the situation before descending into panic and dread. While blocking apps will certainly affect the mobile advertising industry, they will also give rise to other forms of content, such as branded journalism and entertainment. One need not look farther than The New York Times’ own sponsored content platform, T Brand Studio, which is performing nearly as well as its own news articles.
So if you’re feeling panicked about the rise of ad blocking, sit back, take a deep breath and head over to Tech Cocktail to read his full thoughts.
We here at Emerging Insider Communications take great pride in helping out others and giving back to the community. Seeing our clients do the same is something that tugs at our heartstrings. Our client eZanga, a digital advertising company based out of Delaware, has been doing just that.
By participating in SPARC, a community-development program that helps students and young adults entering the workforce become career ready, eZanga, has been able to give back to the community and has been helping the state of Delaware with its initiative to increase graduation rates.
eZanga provides teens with an inside look into the ad tech industry thereby providing an answer to the everyday question teens keep getting asked regardless of their respective generation: “What do you want to be when you grow up?”
eZanga along with other Delaware businesses help teens answer that question by providing them with mentors that are able to give them the necessary tools, skills, experience, and different point of views that are needed for them to make their dreams come true.
“I hope that for student’s perspectives, that they have the opportunity to work with somebody that’s not their parent, not their teacher, not a peer, not somebody from their church, but to get a different perspective from somebody that they’ve never met that could maybe help shape their career. I think that maybe if you affect only one person with SPARC and introduce them to a new career type or a different way of thinking, then there’s definitely a success, without a doubt,” said Michelle Brammer, Marketing Manager at eZanga.
Providing students with different perspectives and opportunities to explore career fields that they otherwise would not have known about is something that we here at Emerging Insider can stand behind. There’s a shortage of programs like these that help our youths become self-aware and eventually; hopefully, successful, as they are less likely to just “go with the flow” when it comes to their career choice.
This program along with the real world experience that’s provided to the teens makes eZanga’s involvement in SPARC something that we are extremely proud of and we would like to thank eZanga for doing what’s right for their community and its youth. Thank You!
A crisis hits—now what? Most public relations firms have a go-to procedure in place to properly and immediately begin crisis management, or what I like to call damage control. And while no two crises are ever the same, most management measures are adaptable to any situation. Every crisis—product or personnel—requires immediate action and a transparent response. While these are obvious approaches, there are definitely some less obvious, yet equally important, crisis management elements that are often overlooked. Here are four things companies and PR firms should remember the next time a crisis stomps down its ugly foot.
Remember the Long-Term Effects
When something goes wrong, the immediate reaction is to fix the problem right away. This often means short-term goals are set without looking at the bigger picture. PR agencies immediately put out statements, releases and messaging looking to spin the crisis in their client’s favor. While this is the appropriate response, it’s crucial to ensure that these messages are aligned for long-term gain, and that the approach is strategic for maintaining positive relationships. How a PR firm or company interacts with the media during a time of crisis will have ripple effects moving forward. This can be positive or negative depending on the style of communication. How crisis statements address key messages can also have long-term effects on the reputation of a company. These elements need to be weighed, planned and orchestrated carefully while thinking about the company in the long term.
Moving forward, there is actually an ability to use the crisis as an anchor for future messaging. Companies can spin the crisis to create content with a “lessons learned” mentality, accepting the negative situation and creating a positive message out of it.
Don’t Just Manage a Crisis, Utilize it
Something unfortunate happened, but instead of just managing the situation, companies should learn from it by utilizing what they learned in a positive way. With every crisis there are typically amazing stories of how companies and teams come together in the face of adversity. If there was a problem or malfunction found with a product, it can often yield amazing insight. If there was a personnel problem, it can demonstrate teamwork and dedication to preserving a brand or company.
This isn’t about spinning a crisis to minimize it, reducing negative sentiments, or covering something up; it’s about uncovering the amazing stories that reveal themselves in times of difficulty. It’s about showing the positive that has come from the negative, and using that to demonstrate a company’s commitment to bettering themselves.
Keep it in the Family
When something goes awry, it’s natural to want to bring in the “experts.” But hiring an external crisis communications firm can be more detrimental than beneficial. Bringing in outsiders to clean up a situation requires that they deeply understand your brand or position. But the truth is, there is no time for learning and understanding. Crises need an immediate response, and if someone don’t fully comprehend your brand, it’s not going to work. That’s why companies should make sure their PR team or agency has crisis training, as well as a strategy and methodology in place. They already understand the brand and its message, which is essential in times of tribulation.
Be Better than your Competition
It’s not just about managing a crisis; it’s about managing a crisis better than your competitors. Companies often struggle to find the best approach for managing difficult situations, yet they also forget that these things happen to everyone—including competitors. The fact is, companies small and large will have a crisis at some point; that doesn’t mean they should stop managing key marketing initiatives even if one hits.
Imagine you injure your arm in a nasty skiing accident. Naturally, you head over to your general practitioner to get it checked out. While the doctor is giving your arm the once over, he also mentions that he can provide you with some psychotherapy to treat any PTSD that may have been caused by the fall. On top of that, he can perform a mean root canal and give an exceptional sports massage.
Chances are you would run out of the office quicker than his nurse could mouth “quack.” Yet, this same behavior — deemed ridiculous in most professions — is considered the norm across countless public relations and communications agencies today.
This holds especially true for startups, and it is the main reason they are not seeing placements that drive results. To get the full scoop on why niche PR agencies are a must, and what three questions every company should ask before choosing a PR firm, read the entire story written by our CEO Zachary Weiner. You can find it in full on Agency Post.
The Emerging Insider team is excited to announce our very first webinar production titled, Moving Past Traditional PR: How Emerging Media & Tech Companies can Market to the Masses. Lead by Zachary Weiner, CEO of Emerging Insider, the webinar will explore how traditional PR and marketing within the technology and emerging media fields are falling short of expectations.
During the discussion, we will take an in-depth look into the current PR pitfalls, and how companies can property position and brand themselves to cut through the clutter of the industry. By abandoning the traditional and embracing a new, risqué form of marketing, emerging media and technology companies will grasp how they, too, can reap the benefits of a more cutting-edge approach.
Attendees can look forward to current case studies of innovators and startups in the entertainment industry who have positioned, branded and evangelized themselves in amazingly successful ways. Zachary will also discuss why tech companies need to separate the PR hype from the hope, utilizing data-driven analytics to prove his case.
The 45-minute webinar will be followed by a 15-minutes Q&A segment, where attendees will be able to ask questions and voice their own opinions— further assuring the webinar ends on a lively note!
The webinar is scheduled to take place Tuesday, November 18th at 1PM CST. If you’re interesting in joining out webinar—and we hope that you are—please register for the event here:
We look forward to you joining us for our first—but not last—webinar discussion!
With the emergence of new tech, the entertainment industry experiences drastic shifts in consumer trends. Usually these changes in habits lead to a revolution in the way we consume and create content, completely altering and disrupting the space. Beth Principi, Staff Writer/Media Strategist at Emerging Insider Communications, delivers a compelling argument on how it won’t be long before traditional TV is replaced by OTT.
Point 1: Binge Watching is the New Norm
The ability to binge watch entire seasons of shows on-demand has dramatically changed viewer habits. With so much great television at your fingertips, it’s almost impossible to not veg out and blow through hours of content. Instead of waiting a week for the next episode of your favorite show, programs original to Netflix and Hulu release all episodes of their seasons at once so you can choose the pace at which you want to watch it.
Point 2: Changing the Video Landscape with Short-Form and Mobile
Short-form videos have become increasingly popular among Americans who are always on the go, or just have short attention spans. It is finding itself a comfortable home within the mobile landscape, mainly due to social apps like Vine, Instagram and Snapchat. It’s estimated that consumers spend around 33 minutes per day watching videos on mobile devices, most of which are short-form.
Point 3: Socialization of Content
Viewing has become more of a social experience and less of a spectator activity. With live-streaming broadcast networks like Huffington Post Live, any average Joe with a webcam can tell their story and work with the news outlet to create a real-time script based on the day’s top stories. Also, the simplicity of just sharing videos with social media followers and friends gives digital a huge advantage. Mobile video ads with social media share buttons drive 36 percent more engagement than videos with no options for interaction.
To read the article in its entirety,check it out at ReelSEO.
#KillPR is an initiative to re-define an entire industry in flux. Content marketing, earned media, and social campaigns must be united to best serve organizations in a rapidly evolving digital landscape.
Blurred lines between service sectors, disparate agency types and non-communicative marketing teams have created a communications 8 headed hydra that is too disorganized to overcome the content overload that barrages modern day audiences.
For all brand initiatives, a new breed of integrative champions must emerge. They are going to be the renaissance men and women who are in a state of constant innovation with content that interweaves the best practices across earned, owned and paid as a seamlessly unified whole. The modern marketer will need to be able to utilize data not just to hyper-target audiences, but also to drive creative holistically. They will need to be able to cross silos, mediums, and platforms and they will need to drive experiences in utterly novel ways. Content marketing, social media and public relations are no longer terms nor ideas that can be separate. Content relations, however, is a term we should begin to embrace. (Feel free to read more about it Here on ImediaConnection)
Are you interested in receiving a free analysis and audit of your owned and earned media strategies? Or perhaps just some earned media of your own? (See what we did there?)
Tweet us: #KillPR @emerginginsider with your best stat, quote or concept as to how the marketing industry needs to evolve and we’ll offer you a free consultation session. Additionally, the top ten responses we receive will go out with your name, handle and brand message across the multitude of our owned channels. Or if you’re one of those goody-goody types, you can just claim to be helping an industry in need.
It’s time we as an industry evolve. But to modernize simple PR takes more than change; it takes a revolution. And we’re proud to lead the way…
I have an uncle who refuses to use a computer. My family bought him one and he hasn’t taken it out of the box. And this isn’t your crazy uncle Al who has no real need for technology; my uncle builds houses. In fact, he constructs multi-million dollar homes. Now, we all can see why it may be rather important that he owns a computer, or at the very least, an email address. And while he has been wildly successful and I deeply respect him and his profession, resisting change is just bad. But in his defense he is just one man, he is not an entire industry. Imagine if an entire industry resisted change to hold on to the past. Now that would be mighty irresponsible.
Welcome to public relations! Honestly, what does “public relations” even mean these days! It was a term originally defined by Ivy Lee in the early 1900s, and since then has undergone plenty of unsuccessful attempts at redevelopment and revival by the World Assembly of Public Relations Associations and the Public Relations Society of America. But what may have been relevant in the early 1900s up until late 1990s is simply not today. Companies are looking to “relate” to the public about as much as millionaires are looking to “relate” to the homeless, especially in a B2B marketplace. No, companies want to “relate” to the people that matter to them, which is typically a smaller, more concentrated group and not the general public. Trying to reach the entire population or a general audience is a classic example of resisting change-something the entire industry is guilty of.
Let’s not even get into the fact that there are entirely too many differing marketing buckets, which makes it next to impossible to understand who does what. As Robin Thicke said, it’s those blurred lines. They’re not helping anyone in this already confused industry, where more toes are being stepped on than at a Jay Z and Beyoncé concert.
So, allow us to be the industry’s saving grace as we dub ourselves the world’s first content relations firm. Picture us as the cohesive glue needed to put the fragmented pieces back together and unify disparate marketing silos. Our main goal as a content relations firm is to creatively convey our clients’ messages in a way that will effectively get their products and services in front of those who matter most. Whether that means implementing innovative strategies or analyzing content, our objective remains the same: to turn simple messages into stories, and ideas into actions no matter if the content is earned, owned or paid. And since our prime focus is content, we cannot succeed without creating the most stellar content this planet has ever seen, telling compelling corporate stories in a never-before-seen way.
And while the PRSA may say public relations encompasses this type of focus, we beg to differ. Actually, we just blatantly disagree—respectfully, of course. To us, the traditional definition of public relations does not do our tactic justice, which is why we feel we need to rebrand ourselves and, eventually, the industry.
But small steps, right? For now, we are re-launching our firm under the belief that content is at the heart of media, social marketing, digital, SEO and experimental campaigns that drive action. Content fuels results and an attentive and relevant audience. Story-telling prevails over everything else. So consider this the obituary for public relations. It has died. It ceases to exist in the digital realm. And in its place a new form of marketing has emerged that is larger, stronger and more qualified for the digital world. The digital world encompasses far too many opportunities to stay narrow and traditional. Our clients are always innovating, and so are we.
Rest peacefully public relations. You did good, but all great things must come to an end. Luckily we have something even greater taking your place: content relations.
I bet you’re sick of hearing about how awesome big data is. I really can’t fault you there, yet the undeniable fact still remains: Big data works! I know, I know—I’m sorry, but we really should talk more about it. But this time, let’s talk about big data as it pertains to public relations.
Yes, big data can be and is used in public relations, and is becoming almost a necessity in the industry. Since a PR agencies key role is to provide their clients with the best coverage and media placement imaginable, we as public relations specialists need to stay current on the best industry strategies and solutions. Big data is a universal development that can be implemented into PR campaigns to better a client’s position. Here are five ways PR firms can use big data to increase media coverage, and equally as important, increase client happiness!
1. Stay Atop of the Trends
If you’re not using social media as a publicity tool, then boy are you behind the times! And if you’re not using big data to better orchestrate your social media campaigns, then listen up! PR agencies can use big data to analyze and track when certain hashtags will be trending based on past triggers, and plan their campaign accordingly. They can also recognize what spurs a negative reaction from followers based on past stats, subsequently altering campaigns to avoid these damaging situations. Furthermore, Big Data can help PR professionals regulate tweets and posts based off trending topics, and more efficiently create interest around client products and offers by evaluating which audiences are best to target first.
2. Numbers Speak Louder than Words
Instead of telling you audience that mobile video advertising is increasing, show them! Whether it be percentages or hard numbers, giving an audience something tangible to see and read goes a longer way than basic, glossed-over statements. Big data can be a tremendous help with this. Whether it’s by using proprietary data that you created or of which you have exclusive access to; data that obtained through a survey or poll conducted by a market researcher or analyst firm; or data from whitepapers, reports, overviews and other publications accessible on the internet, data can open the audiences eyes to the extent of trends and help support client offerings. Big data is everywhere, and using it to your client’s advantage in articles, social media posts and press releases demonstrates the impact their services can have on an industry in decline or expansion. Take it a step further and use big data to show your clients impact on an industry using numbers in an interesting, even unorthodox, way. For example, if you represent an eHealth app, you can use proprietary numbers to demonstrate the apps success in catching cardiovascular problems, while also using a white paper that gives numbers demonstrating why cardiovascular problems need to be caught early. Let big data prove the point for you!
3. Dig and Combine
We’ve said it before and we’ll say it again: Big data is everywhere! As a PR firm, you should use that to your advantage. If you’re looking for specific data to make a point but the data isn’t all within the same study or white paper, do some digging. Combining data from different sources (while always remembering to site your source!) can give audiences a better look into industry trends. This works especially well if you’re looking for trends ranging over several years, or even ranging over several industries.
4. Collect Your Own Big Data
Social Media is a great way to create your own polls or surveys, especially as the biggest obstacles facing in-house data are price and pool size. Asking a well-orchestrated question to Twitter followers could garner revealing, low-cost information that can in-turn be used to better position a client. Of course the more expensive route is to hire a market researcher to conduct a more extensive survey to gain valuable data points, but if you’re looking for quick way to survey a large audience why not create your own big data? In the same vein, you can use big data to discover how to properly and effectively word certain questions in a company’s favor by looking at past trends.
5. Learn From Your Actions
Let me just say this one more time: Big data is all around you! All those pitches you’ve sent; social media hits you’ve received; and media traffic you’ve created—those all have big data written all over it. By analyzing these points and patterns, your agency can learn from the past and better adopt ways to garner better results in the future. By simply tracking and organizing this data, PR firms can completely transform how they target media for certain clients, as well as how to place certain news pieces to get the best results imaginable.
Video game design and development undoubtedly poses the most lucrative returns within the entertainment industry. But, the video games industry is highly competitive, and so, an effective marketing strategy is imperative. Adam Dawson, Media Strategist at Emerging Insider Communications, offers integral marketing tips to maintaining an edge in the industry.
Create a custom and well-executed media equation through cross-referencing. Businesses in the video games industry must create exceptional channels through which to position their content. And not only that, businesses must be able to leverage specified content for niche demographics.
Get creative at industry events. Include demos of your video game or related technology for potential customers and industry influencers to sample.
Everyone likes a good mystery. A little bit of intrigue is never a bad thing. Intrigue helps create buzz about the product that you are trying to position towards a target audience.
These marketing tips will help keep you one step ahead of the competition. In Adam’s words, “The overall objective of each tip is simple, establish yourself within the industry and inform the public of your new product so they can make an informed decision when purchasing.”
To check out more video game marketing tips by Adam Dawson visit:http://www.business2community.com/tech-gadgets/video-game-marketing-5-tips-positioning-success-0881732#lzPYMl4K5tjyzEhI.99