Reference Page (trends to watch out for)
Last
week I focused on marketing trends implemented by respected industries and
found out a lot of useful information, so this week I wanted to switch it up
and focus on public relations. This past week I interviewed the Head of
Marketing on Fort Carson here in Colorado Springs, and she said something that
really helped me understand marketing and public relations on a deeper level.
She said that marketing is a science, but public relations is an art form. So I
wanted to research trends in the field of public relations and maybe uncover
that art behind the trend.
What
better place to find out about trending PR tactics then the PRNewser? Here I
found a very enlightening list of 7 PR trends that are currently trending here
in 2015. I don’t want to discuss all 7 trends, rather the trends that I could
find “artistic.” I would really like to dig into the “art of public relations”
that my interview brought to my attention. I would like to touch on just a
couple of these trends that make that art very apparent.
To
begin: Social Media Influence. This may not seem too artsy, however, imagine
the creativity it takes to relate to the public and compete with all the other
people trying to do the same thing, and really stand out and get noticed. It
seems like it would not be that difficult however it takes a lot of skill to
know exactly where and when to place feed in order to get the most attention.
Another
is: Real time marketing is very touchy. How do you keep up and stay relevant.
What tactics do you use in order to capture attention? Again, how do you stand
out in the crowd of new fascinating updates being upload every second to the
world wide web? It’s an art.
To end: Visuals. The best
example of just how artistic PR can be. How do you know what to put up in order
to receive the most positive response? How do you choose all of the right
things in order to really capture what you are trying to put forth? Needless to
say, public relations is fascinating and these coming trends are something to
take into consideration when competing against some of the best industries out
there.
Lastly I wanted to ad a video about crisis management and how this is one of
the best examples of PR being an artform.
Thursday, July 16, 2015
Friday, July 10, 2015
According to Forbes: Marketing Trends To Watch For This Year
In this particular article, 11 trends were discussed, however for the sake of not being repetitive, I simply wanted to focus on the key points that I found most insightful. Now what really caught my attention here is that Forbes mentioned a concept that few other articles really touched on and that was: anticipate what is to come and get a jump start. This idea of getting ahead of the trends in order to anticipate whats to come before it gets here, seems like possibly one of the most crucial and effective tools utilized my any marketing strategy or plan of action.
What I got out of this article was simply: utilize the obvious advantages in this "new" marketing world. The public in many ways has become so transparent that it is all about finding what controls the masses, and play off that angle.
Whether it is discussing transparency, or technological influence, or any other of the 11 trends Forbes addresses, the one thing I really found to be the key message in all trends was the utilization of obvious and emerging advantages. Play off common sense and regain control of the environment- those who control the media control the masses.
Obviously, I want to reiterate that this is not exactly what this Forbes article is saying, however this is my take on it. Perhaps I am missing the mark here, but I really did get something out of it and feel I did learn valuable insight from these intellectuals. What I really did like about all of my research concerning marketing trends and how different industries viewed marketing it seemed that there was across the board, a new found respect.
Maybe it has always been this important, however it seems the more and more that technology advances, the more of a scientific approach is taken in regards to marketing. I suppose we have always needed marketing and it has always been important, however now it seems to have acquired a higher level of respect. In my eyes it is art and it is science and it makes this world go 'round.
http://www.forbes.com/sites/avidan/2014/11/09/11-marketing-trends-to-watch-for-in-2015/
What Makes a Marketing Machine, According to the Harvard Bussiness Review
I came across this very relevant and enlightening piece of information in my search for trends in the marketing industry that I could really take seriously and apply in my own life and future career. I found that more I dig, the more I find that many of the articles I deem "credible" are saying very similar things. The Harvard Business Review definitely has a perspective on marketing trends that are very detailed, and although many of the articles I have read are all saying similar things, they all have their own specific execution of similar ideas.
What I have really gathered from HBR's article on the ultimate marketing machine is that in order to have the best marketing strategy and the best team it is necessary to utilize high performers that make these skills a top priority. Companies that put marketing on their top priority and insist on hiring on top performers see better sales. HBR addresses that high performers were weeded out for their skills in "understanding the entire picture."
These top performers are able to put two and two together and understand the motives for peoples actions and apply that knowledge to what they are marketing.These high performers treat marketing as a science, they figure out what people are doing and why, in order to integrate their product into that equation.
As many other articles have stated, the success of a high performance marketing industry is not just about finding intelligent people. It is about establishing a culture internally and externally to give everyone involved the "ultimate/total experience." It has been mentioned a lot that even though it would seem like an easy thing to do: just find high performers that understand peoples needs in order to successfully market your product/company/industry, is easier said than done. There are so many pieces to put together to make up such an effective chemistry that it is harder to do than most would have thought.
What I really took from this article is that in any environment, it takes not only talent and having an understanding for your subject area, but it also working hard and well with others. It is important to know when everything is "clicking" and when it isn't. What can we as a marketing team do differently in terms of culture in order to ignite that spark internally and externally in the company. There are so many factors that go into a cohesive and successful company.
https://hbr.org/product/recommended/an/R1407C-PDF-ENG?referral=02512&cm_vc=rr_category_page.articles_top_carousel
What I have really gathered from HBR's article on the ultimate marketing machine is that in order to have the best marketing strategy and the best team it is necessary to utilize high performers that make these skills a top priority. Companies that put marketing on their top priority and insist on hiring on top performers see better sales. HBR addresses that high performers were weeded out for their skills in "understanding the entire picture."
These top performers are able to put two and two together and understand the motives for peoples actions and apply that knowledge to what they are marketing.These high performers treat marketing as a science, they figure out what people are doing and why, in order to integrate their product into that equation.
As many other articles have stated, the success of a high performance marketing industry is not just about finding intelligent people. It is about establishing a culture internally and externally to give everyone involved the "ultimate/total experience." It has been mentioned a lot that even though it would seem like an easy thing to do: just find high performers that understand peoples needs in order to successfully market your product/company/industry, is easier said than done. There are so many pieces to put together to make up such an effective chemistry that it is harder to do than most would have thought.
What I really took from this article is that in any environment, it takes not only talent and having an understanding for your subject area, but it also working hard and well with others. It is important to know when everything is "clicking" and when it isn't. What can we as a marketing team do differently in terms of culture in order to ignite that spark internally and externally in the company. There are so many factors that go into a cohesive and successful company.
https://hbr.org/product/recommended/an/R1407C-PDF-ENG?referral=02512&cm_vc=rr_category_page.articles_top_carousel
Thursday, July 9, 2015
4 Major Trends Happening in the Marketing Industry This Year!
According to
Enterprise Marketing / Content Marketing Strategy, and their Marketing Manager at Skyword ( also Managing Editor of the Content Standard) Ted Karczewski, there are "four content marketing trends unfolding in 2015." This is a very relevant subject to the population as a whole, but I however find it exceptionally enlightening.
The first "unfolding trend" of 2015 is 1.Spending. Spending in this context relates directly to digital trends and digital marketing as it pertains to digital first institutions. The brands that will be the most effective and have the greatest advantage are those brands that are willing to pay ( spend money on) top notch talent. Brands are currently racing for digital first institutions and the application of cutting edge programs; the winners of this race will be those brands willing to spend money on vamped marketing. When you think about how many different "cutting edge" approaches we have to marketing strategies, it is over overwhelmingly obvious that spending the extra dime on skilled professionals more than pays off in the end.
The second trend that Ted talks about is 2. Talent. Marketing companies are finding out that talent is hard to come by. Yes it is true that many individuals are skilled and talented, however they are finding that a perfect fit is rare. The content of the marketing must be very precise, and it is hard to get that chemistry with everyone. I see this a lot when working with new people in any atmosphere, they may be smart, driven and talented but its just not the right fit sometimes. This kind of chemistry can not be forced, trained, or easy to come by. Success is in the details.
Trend number three addresses 3. Transformation. It is a well known fact that in order to survive and progress, change and adaption must occur. Those who do not change in order to adapt die out. So of course transformation of a brand must transform as the market keeps changing. Keeping up with the times, what is new, and how to keep your brand relevant and growing with all of the elements around it is obviously one of the most vital marketing strategies, period. It is a challenge to stay fresh, relevant and to keep up with the constant fluctuation of whats "in" what's "current" and requires devoted strategy in order to be successful in a world of constant change and transformation.
And last but not least, the fourth trend is 4. The Customer Experience. Most importantly, with content strategy focused on the consumers positive experience, growth will inevitably occur. It may seem that this is very obvious and clear, however it is easy to get lost in the world of creativity and leave out need for strong public relations. Its not just about the marketing strategy, it is also considering the experience of a consumer. Keeping all of this in mind, I can see how one day this may be useful when working for a marketing division that cant quite pin down what needs to happen in order to be more effective.
I really enjoyed this particular industry and trends discussed by Ted. I hope that one day these trends will be applicable in my own life and that I might look back on this as a valuable tool in order to further my professional success. In the mean time, I gathered very useful information from Enterprise Marketing , Content Marketing Strategy and The Content Standard.
http://www.skyword.com/contentstandard/enterprise-marketing/4-content-marketing-industry-trends-unfolding-in-2015/
The first "unfolding trend" of 2015 is 1.Spending. Spending in this context relates directly to digital trends and digital marketing as it pertains to digital first institutions. The brands that will be the most effective and have the greatest advantage are those brands that are willing to pay ( spend money on) top notch talent. Brands are currently racing for digital first institutions and the application of cutting edge programs; the winners of this race will be those brands willing to spend money on vamped marketing. When you think about how many different "cutting edge" approaches we have to marketing strategies, it is over overwhelmingly obvious that spending the extra dime on skilled professionals more than pays off in the end.
The second trend that Ted talks about is 2. Talent. Marketing companies are finding out that talent is hard to come by. Yes it is true that many individuals are skilled and talented, however they are finding that a perfect fit is rare. The content of the marketing must be very precise, and it is hard to get that chemistry with everyone. I see this a lot when working with new people in any atmosphere, they may be smart, driven and talented but its just not the right fit sometimes. This kind of chemistry can not be forced, trained, or easy to come by. Success is in the details.
Trend number three addresses 3. Transformation. It is a well known fact that in order to survive and progress, change and adaption must occur. Those who do not change in order to adapt die out. So of course transformation of a brand must transform as the market keeps changing. Keeping up with the times, what is new, and how to keep your brand relevant and growing with all of the elements around it is obviously one of the most vital marketing strategies, period. It is a challenge to stay fresh, relevant and to keep up with the constant fluctuation of whats "in" what's "current" and requires devoted strategy in order to be successful in a world of constant change and transformation.
And last but not least, the fourth trend is 4. The Customer Experience. Most importantly, with content strategy focused on the consumers positive experience, growth will inevitably occur. It may seem that this is very obvious and clear, however it is easy to get lost in the world of creativity and leave out need for strong public relations. Its not just about the marketing strategy, it is also considering the experience of a consumer. Keeping all of this in mind, I can see how one day this may be useful when working for a marketing division that cant quite pin down what needs to happen in order to be more effective.
I really enjoyed this particular industry and trends discussed by Ted. I hope that one day these trends will be applicable in my own life and that I might look back on this as a valuable tool in order to further my professional success. In the mean time, I gathered very useful information from Enterprise Marketing , Content Marketing Strategy and The Content Standard.
http://www.skyword.com/contentstandard/enterprise-marketing/4-content-marketing-industry-trends-unfolding-in-2015/
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