pr digital agency bangkok thailand

Dark data keeps companies guessing

The new State of Dark Data Report reveals that, well, we don’t know very much about dark data. That’s why it’s named as such. While it is recognized that heaps of information are now being amassed by companies, the problem is that since it is collected in different ways, used for different purposes, and ends up in different places, it remains uncorrelated and unanalyzed. The survey of views from executives from the U.S., U.K., France, Germany, China, Japan, and Australia explains why, as is, dark data remains only theoretically useful.

 

The report estimates that dark data represents over 55% of the totality of all information. The figure uses various metrics to attempt to account for the array of systems, protocols, people and IT devices used to collect data. Three-quarters of the executives asked agree that the institutions that collect and make use of the greatest amount of data will have heightened advantages that cannot be compensated for by way of other advantages. Data is king.

 

We’re trying; really, we are

 

More than half of the companies claiming to be “data-driven” in one way or another admitted that this phrase is more aspirational than a statement of actuality. On a related note, even in the early stages before artificial intelligence have really been established, 4 out of 5 industry professionals have expressed confidence that humans will remain central to AI applications. However, over 90% of respondents from companies said they are willing to develop and apply a new understanding of data. Only just over half are enthusiastic about having to do so. The only country where significant enthusiasm was generated on the topic, and which was seen as most advanced in understanding dark data’s potential, was China.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

Best PR Agency Delivering PR | Social | Digital. 

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pr digital agency bangkok thailand

The rise of brand storytelling

Stories are more easily remembered than statistics and facts alone. Stories stimulate our neural activity. Stories also impact the brain’s sensory cortex. Such are just a few facts related to how stories do a better job than facts alone (but, of course, still very much need them). The union of facts and heart-stirring narratives is called brand storytelling, a phenomenon rapidly gaining currency among digital marketers, aka digital storytellers and content marketers.

 

The future of marketing

 

Brand storytelling capitalizes on and represents the nearly inevitable outcome of several trends, including buyers trusting information coming from fellow customers than from companies, the tendency to edit out advertisements from daily news feeds and streaming sites, the quest for authenticity in brands, decreasing brand loyalty, and the nature of the trend-setting, digital-native Gen Z.

 

Sponsoring values, not products

 

Advertisers are rebranding themselves as value-focused, which has always been be a tough sell. Creating interest in goods and services without blatantly looking like you’re selling them may not be a new challenge, but is an increasingly relevant one to meet in a world awash with information and multiple channels for exposure. Influencers are found attractive by their followers for their character and integrity, not their over loyalty to particular brands, let alone for being mouthpieces for sales and specials of the day.

 

There’s no publicity like free publicity

 

If the best stories write themselves, the most unscripted of plot twists can have the happiest of endings in terms of PR value. Which is to say, the best things in life are free. When a very obviously 21st-century coffee cup looking like it was from Starbucks worked itself into a bar scene from the premium streaming series “Game of Thrones” the gargantuan error generated for Starbucks what one industry expert valued to be no less than US$2.3 billion in free advertising. Some stories are too good to be true, and the great ones are too serendipitous to have been made up.

 

The Human & Digital Communications Agency

Our award-winning communications team blends human interactions & digital engagement seamlessly to produce results for brands.

Best PR Agency Delivering PR | Social | Digital. 

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