38 . Glasgow Business June 2016
GROWING YOUR L
Businesses of all shapes and sizes can now reach potential customers at the tap of a button, but how do you create meaningful communications?
et’s face it: marketing and PR aren’t what they used to be… they’re much more. Of course, the
delicate art of building and maintaining a strong brand was never simple, but with the rise of social media and concepts like content marketing, many of the traditional approaches have become blurred and interconnected in daunting new ways. Yet these are changes that businesses can ill-afford to ignore. With many voices vying for customers’ atention across an ever-expanding range of media, understanding the landscape and the skills you will need to navigate it is becoming increasingly essential. “We are time poor, easily
bored and always on,” explained Garry Hamilton, Business Development Director and Co-owner at Equator. “We can detune ourselves to advertising, block them, switch over, switch off. We Google everything. Our lives are always about the moment we are in… For marketers and PR experts, this world is a melting pot
of opportunity and challenge. We can reach our audiences in ways our predecessors could only dream about. We can target our audience with extreme precision, but it is harder than ever to engage them.” So, have traditional channels
been consumed by the always-on, interactive world of online communication? Allan Barr, Director & Head of Digital at Big Partnership, argued that they remain highly relevant, but that the canny communicator will still take a broader view. “Broadcast media and print
media are still arguably the most important in terms of their reach,” he said. “But that doesn’t mean businesses focused on traditional media should ignore the online sphere, as journalists are increasingly using social media to identify stories, gather opinion and weigh sentiment. It's how they take the temperature of a debate.” Tis view is reinforced by
Stephanie Boyle, Social Media Manager at digital branding consultants MadeBrave. “A lot of
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52