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A Digital First Mindset for Earned Media
A recent Pew Research study on the State of The News Media confirmed what many marketers have already recognized: The number of people who get their news from TV, radio and newspaper continues to decline. However, the number of people who get their news from digital sources is shooting up. Moreover, tablet users are reporting that since getting their tablet, they are spending more time with news.
So how can brands seeking publicity adopt a strategy that leads with digital?
First, brands should take advantage of “newsjacking.” By monitoring current events and trending topics, brands can use hashtags and relevant data to insert themselves into the conversation. Second, brands should maximize the “second screen phenomenon.” A version of newsjacking, the second screen phenomenon targets users who are logged onto the Internet while also watching television. During major events, brands can take advantage of viewers’ desires to interact online, and engage them with relevant content. Third, studies show that Internet users love infographics. Consider developing an infographic to boost traffic to your online platforms.