While working, we are waiting for the result. And how else? We set up SMM, agreed on backlinks, optimized the site taking into account SEO requirements, regularly publish exciting content. But what if Google doesn’t notice the efforts and customers are not too eager to buy the product?
In the article, we will talk about how to evaluate the effectiveness of digital and PR campaigns, using this data for the development of the IT brand.
What determines the effectiveness of a PR campaign in 2021?
Three internet marketers are talking. The first complains:
– We have mastered multi-channel marketing, we create robots, the product is at a height. The SMM specialist was fired, another one was hired. We bombard Facebook and LinkedIn every day! But where are the customers? Hands down… Sometimes it seems that digital analytics is a waste of time.
His friend works in the field of IT, is engaged in digital PR. A public relations officer is not only responsible for the brand image. He was given the task of finding customers and bringing those interested to representatives of the Sales team.
– I offer potential customers a demo version of the product, in return – a review. Standard practice. People test, praise. But it does not come to the sale.
The third marketer asks a reasonable question:
– And what does your team member say?
The management’s reaction is predictable:
– You must be a fan! Tell everyone how cool our product is. How come there are no sales? So, look for new channels for PR.
Here the third marketer literally explodes:
– Look, I am a fan! I live by our product. To the question “How are you doing?”, as in the joke, I tell what new function we have launched. And there is no result either.
Paradox. Every marketer actively engages an audience. Teaches, entertains. At the same time, a good specialist also segments the target audience and formulates different messages. At the same time, according to Unitas Global’s Grant Kirkwood, people are tired of advertising, even the most creative. How to save marketing? It’s good if you can come to an agreement with the ideological leader about unobtrusive brand advertising. Earned media placement – “word of mouth” (brand reputation is influenced by consumer posts on social networks or opinion leaders’ tweets) is back in vogue.
Google also spoke about the fact that people are fed up with direct advertising. Decided not to allow third parties to collect user cookies. In a blog post, Google quotes a Pew Research Center study:
– 72% of people feel that online activity is tracked by advertisers and IT companies. 81% of respondents admit: the risks associated with the collection of personal data outweigh the benefits.
Google is worried: if nothing changes, we risk forgetting about a safe Internet forever.
