pr digital agency bangkok thailand

Mastering the art of making sales online

While more and more online shoppers are increasingly aloof in terms of loyalty to particular companies, more and more companies are turning to cheaper, in-house and, yes, often less effective strategies for marketing. This is in turn oft leading to even more reasons for customers to look elsewhere for the products and services they want, and thus help perpetuate the cycle. The nature of how society seeks, finds, decides on and markets what’s for sale, is changing dramatically.

 

Wild West of e-commerce

 

As the nature of business transactions shifts more to faceless, electronic platforms, without human-to-human negotiations and other social aspects, the more the behaviour of consumers is changing. People have different norms online than they do in the real world, and are more likely to hold out for better offers, or, in some cases, seal the deal more quickly for convenience’s sake. But it’s also much easier to leave a website than to leave an actual store, as there’s even less pressure to stick around and feign interest after it slips away, and salespeople have fewer methods of encouraging you to stay and consider making a purchase. By the same token, you can linger on websites without being approached by salespeople, and slowly consider the deal that’s best for you.

 

Bending over backwards for buyers

 

As a result, websites will try to attract in customers with sweeter deals and more promo points good for reaping rewards another day, and have to match the rising standards and expectations of customers, who know that the better companies will market their wares in ways in which the bottom line is more clear, along with the goodness of the deal being struck.

 

Why should I buy from you?

 

Whether in-house marketing teams have the content-creation, networking and logistical abilities to promote their companies is a question that many CEOs are now grappling with. The potential ROI windfall of hiring a professional marketing firm to represent your company for your next big campaign, while still significant, must be compared to what happens to a “sure thing” that fails to attract sufficient attention. In today’s PR climate, the marketability of products and services can be unclear, even if their quality is not. Who you know and how you send messages still matters. Along with a lot of little and big things known and unknown, thanks to the newness and uncertainty of what e-business actually is, and will become…

 

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

Teens finding news online

Young people are getting informed about the world at large, the latest trends and much else from the likes of social media giants like Facebook, Twitter and Instagram, more than anywhere else. Another major source of news is movie- and music-sharer YouTube. Rumored for decades, the slow-motion death moment of iconic news sources from the 20th century seems more and more imminent.

 

Seeking out new sources

 

Sixty percent of young people surveyed in a recent poll said that they are more likely to seek for tips, trends, and yes, news, from influencers and celebs than traditional media outlets, even when they have an online presence. The opportunity for digital marketers to have a direct hand in the sharing and producing of information has never been greater. Neither is the resultant responsibility to get the facts right and present things in the right light. Surveys also show that young people are just as put off by fake news and unfair manipulation of facts as older generations.

 

Political influence

 

More than 8 of 10 young people say they plan on voting in next year’ US presidential election, while just over 6 out of 10 of them say they are very likely to do so. While analysts and academics are raising concerns over the lack of checkpoints and verifiable standards in cyberspace, whether its politicians selling their ideas or companies providing products and services, it seems clear that the influence of the Internet as a marketplace for so many things will only to continue to grow.

 

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

Amazon and the art of listening

The surge in voice-recognition technology is being led by the market trailblazer in online shopping. Amazon is taking over territory on the strength of Echo, its handy five-year old platform for making Internet a more happily hands-free experience. The brand enjoys nearly half of the market share for searching for information online activated by oral communication – about the same as its share of e-business transactions in the US.

 

Ready for more

 

The digital giant is well positioned to make even bigger profits, with a significant percentage of Internet users not currently making use of voice-recognition technology to join the trend. Within three years, nearly four out of five netizens are expected to be making use of the convenience-boosting technology. While 85 per cent of Internet users have heard of Echo, 70 per cent know about its nearest rival, Google Home. Only three in 10 people have heard of the next biggest competitor, Apple HomePod.

 

Ready for even more

 

Coupled with the massive increased interest in online shopping, led by technological upgrades and the preferences and comfort in using social media navigating the Internet among the natives who make up an increasing percentage of the market, online shopping is here to stay, and represents a bonanza for tech-savvy digital marketers.

 

Is anybody listening?

 

Almost one out of three people are suspicious that their personal information is put at risk when using digital assistants and that their conversations can be tapped into and recorded, no matter how they attempt to take control of their privacy settings. For now, though the message is loud and clear: Amazon has achieved voice dominance, and will be doing everything it can to make sure we’re all paying attention.

 

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

Mistrust of brands soaring

Online shoppers are rather displeased these days with their overall interaction with brands, which are seen as not digging deep enough to win and retain customers. This is the key finding of a new report on Internet-based commerce, which details why firms of all kinds are still seen as staying too close to traditional methods.

 

More points, please

 

Close to half of respondents have excommunicated a company from their online lives for failing to win them over with enough personalization, promos and other perks. Free delivery is just for starters. It’s no longer impressive for product and service providers to give just a few token privileges, in an age where customers can easily find competitors eager to show that they could do a better job.

 

Wrecking the basics

 

For a label like “influencer”, influencers may not all that influential. They rank lowly in terms of trustworthiness in the new study. Celebrities are ranked even lower. At the top are family members and colleagues. The more distant the physical proximity and access to real-world interactions, the less likely the influence is, according to the report. At least movie stars have another, more important line of work, and are viewed as taking on work in advertisements because they are valuable for who they are more than what they say.

 

Lobbying behind the scenes

 

But many influencers have fallen into the trap that journalists have, by having a career that invites others to persuade them to promote a particular, often one-sided message. Least trusted of all, according to the report, and for similar reasons, were politicians. This reinforces a timeless PR message: if you are in a position where what you say and how you say it are taken note of, stay clear of corruptive influences if you want your reputation to last.

 

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

Remembering a modern master of messaging

Novelist and humanitarian Toni Morrison, who died on August 5, left behind a legacy of writings that serve well as examples of how to tell a story with heart. Although described as a black American female writer, her writings can best be called universal for their simple elegance.

 

Just connect

 

By creating characters that are cherished for transcending time, nationality and other particulars, Morrison made connections with readers that will outlast her. She knew her material by heart, wrote from her heart, and connected with a sense of subtlety and authenticity. She defined knowing your material as an investment in time. Time spent in research, editing, reworking, all the way along, keeping in mind the audience, and how what was said would impact them.

 

What’s not said

 

By knowing backwards and forwards what did matter, Morrison was able to reduce what was said to an elegant minimum, creating spaces for readers to jump into and imagine things themselves. Many great advertisements do the same thing. As does negative space or white space in photography and art. Master jazzman Miles Davis thought of this as power of the notes that are not played. Conscious omissions allow audiences to read between the lines, capturing key messages without being blunt or prescriptive.

 

Show, don’t tell

 

Morrison suggested storytellers avoid ‘thrilling sentences’ and let the plots unfold in pauses in the action that allow readers to become a part of the narrative themselves. By not overdoing it, Morisson delivered powerful themes in ways that respected the reader, choosing what was not said as carefully was words that were used, effectively allowing audiences to draw their own conclusions, which can lead to greater impact.

 

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

Getting personal, getting blocked

AI and other technologies that can be used to track and analyze data are harnessing info from the likes of social media accounts and online spending habits like never before. Algorithms are helping personalize newsfeeds, advertisements and much more. However, a significant range of Internet users are coming to think of this trend as less of a convenience when shopping and more of an invasion of privacy.

 

Give the people what they want

 

Although the differentiation of audiences and matching of client preferences with various products and services has long been talked up, the actualization of this phenomenon has only really heated up in recent years. Reception has been mixed, as consumers start thinking of how much privacy they are willing to give up in return for the discounts and promos that come their way. A new survey shows that almost half of respondents who use ad blockers would choose not to visit a website if they knew that it was personalizing advertising to visitors.  Moreover, the harvesting and use of information by advertisers is viewed by over six out of 10 people as inappropriate.

 

Digital natives are more okay with it

 

The strongest aversion to the use of IT to target audiences with specific material, perhaps not surprisingly, comes from generations that did not grow up with the Internet or were introduced to it later in life. No matter what comfort levels may be, though, the bottom line is that brands will need to work to keep trust among target audiences and long-term fans alike, as big data works to combine information like never before, and digital marketers grapple with how to best to use make use of it.

 

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

WHEN IT COMES TO AGENCIES, SMALL IS THE NEW BIG.

There are times when size certainly doesn’t matter, and one of those times is when it comes to agencies. Many clients simply don’t need a major holding company owned agency to deliver results for them.

 

The bigger the agency the more overheads they need to cover and the more processes they have embedded. Running a large operation is of course costly and those costs get passed along to clients.

 

Smaller agencies are nimble, proactive, and can scale when needed for each particular project. The advent of the gig economy, where many talented people opted to go freelance or consult, created a global pool of talent who relish the opportunity to jump in on a project for a brand and then move on to something else. An agency can have a small core team of focussed and skilled professionals in-house who can manage the client relationship and some of the more immediate work, and when needed they can tap into an endless resource of talent locally and worldwide.

 

Local knowledge

 

A smaller independent agency also brings with it true local knowledge and loyalty to the market they are based in. They understand the intricacies of navigating local Government, they have close relationships with suppliers, and of course they are committed as they have established themselves in their home city. All of this knowledge brings invaluable insights so as they can provide their clients with solutions that will not only resonate with a local market but also deliver results.

 

Can scale when needed

 

Another benefit of the smaller, local independent agency is that they are free to forge relationships with other independent agencies in other regions and markets, thus being able to offer their clients the ability to tap into other countries and regions for specific campaigns at a more affordable price than what would be possible if working with a major holding company owned agency.

 

Diversifying

 

Being smaller also allows for more flexibility and also to evolve their offering by adding different services made possible by the independent talent pool they have available to them. There are no barriers stopping an PR agency adding more digital marketing and creative services, video production, and traditional advertising resources.

 

So the next time you’re looking for an agency remember their size is no longer a measure of their capabilities or reach. Thanks to the evolution of the job market, and of course technology, the playing field is now wide open and it could be time to think small.

 

Joseph Henry is the founder and CEO of Vivaldi Public Relation Agency.

He is an expert communicator and influencer who has been helping leading companies achieve their strategic objectives in Asia for the last 20 years.

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pr digital agency bangkok thailand

Edited, unedited and kinder versions of things you find online

Gen Z and Millennial netizens are coming to terms with some of the less satisfying aspects of their online lives, and working out ways to better find genuine connections and a new sense of community – things that, indeed, the Internet is supposed to be all about. A new study reveals a range of conflicting thoughts about time spent in cyberspace, and how it can perhaps become a happier place.

 

Can’t live with it, can’t live without it

 

Over half of respondents feel that overall online experiences make them feel less happy, yet almost just as many people said that they can’t imagine a life in which they don’t maintain at least one social media account. One big issue is how the technology helps spread images of perfect bodies adorned with perfect outfits and accessories, which can lead to thoughts of not quite measuring up among those exposed to them.

 

Perfectly imperfect

 

Four of 10 respondents said that they wished apps for editing photos and videos didn’t exist. Brands are reacting to the overabundance of picture-perfect influencers and amazingly adorned if somewhat intimidating models by keeping images realer in an attempt to not turn off potential customers.

 

Warning: ‘likes’ up ahead

 

Editing is still valued when it comes to the opinions of friends and others, though – tact remains a genuine enhancement. One of the survey’s most significant responses was how more than four in five people reported how they said their mood was affected by the numbers and percentages of likes that their social media posts received, and the types of comments they generated. In a world where more clothing is being bought and ideas exchanged online, it pays to make sure the words and images out there are making people happy.

 

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

2019 trends for PR and marketing professionals

Increase your micro-video content

 

With video expecting to make up to 80 percent of all internet traffic by the end of 2019, PR and marketing communications professionals should be prioritizing image over text. Not only do videos make websites 53 times more visible, but studies show that the human brain can process a full image in 13 seconds; less time than it takes to blink. Our minds are highly receptive to images; just notice the popularity of micro-video apps TikTok, Dubsmash and Vigo Video. With teenage influencers increasingly turning to micro-video, time and investment should be placed connecting with this media – and this powerful audience.

 

Merge your PR and marketing

 

The worlds of PR and marketing are merging, with more PR companies adding digital and social capabilities to round their offering. With SEO optimization, blogging, online content strategy and PESO brought into the mix, PR companies are able to better address client needs. Meanwhile marketing agencies are leaning towards influencer and KOL strategy, with many brand launches now incorporating celebrity brand ambassador endorsement. Whether you work in PR or marketing, do consider widening your skillset to offer a one-stop solution for clients.

 

Look to Southeast Asia

 

With internet penetration and the hunger for social media and mobile technology increasing in Thailand, the Philippines and Indonesia, PR and marketing communications professionals are urged to shift focus to Southeast Asia. Although China and India were previously seen as boom markets, the popularity of low-cost smartphone tech and improved access to mobile data plans brings Southeast Asia into the spotlight.

 

Integrate augmented reality

 

Virtual reality continues to develop, with augmented (mixed) reality already seen trending in the likes of fitness apps, online fashion tutorials and corporate training. There’s also a real potential for virtual travel, which could revolutionize the leisure sector. Although VR and AR have not yet by any means matured, if you can begin to integrate this technology now it will really demonstrate your customer insight.

 

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

TELL A STORY PEOPLE WILL WANT TO SHARE.

Humans are storytellers and story sharers. Everyone loves a good story and they also love to share those stories on their social media accounts such as Instagram, Facebook, and Twitter. When a brand has a great story to tell they need to ensure it is told well and in a way that people will want to tell their connections about.

 

Share and share a like

 

Today, every single person who is active on social media is like a mini digital media company of one, they are your add-ons to traditional media channels. If it’s an event give them something to photograph, video, or simply write about and if it is a static story on social media make sure it is worthy of a like and a share because when you do this you have instantly increased your reach and engagement beyond paid media channels.

 

Put a capital ‘E’ in your stories

 

Pick one or more of these to be the focus of your brand’s story –

 

Engaging – when you’re telling someone something they want to hear about then you have already been welcomed into their world.

 

Educational – when your story will help enhance someone’s life through knowledge and valuable information they will react accordingly, they will be thankful for the information and more often than not they will share it.

 

Entertaining – we all love to be entertained and when a brand’s story can be told in a lively and fun way then audiences will be thankful. We all lead such busy lives so when a brand can provide some respite people will not only be thankful they will also remember what the brand did.

 

Exciting – big news gets attention, so when a story has some ‘wow’ factor to it people will respond. Stop people in their tracks with something they cannot resist walking past and paying attention to.

 

Empathetic – brands that understand their audience will always have loyal followers, when a story is told in a way that people can relate to that story will be sure to resonate with them.

 

Emotional – when your story can tug at someone’s heartstrings it is hard for them not to react, but you need to do it in a way that touches their feelings and will be embraced by them.

 

The best stories are rarely forgotten and luckily in today’s social media enthralled world those stories are spread far and wide. So when considering your next public relations campaign strategy ensure you have a story to tell for your brand and that it is one others will want to share.

 

Joseph Henry is the founder and CEO of Vivaldi Public Relation Agency.

He is an expert communicator and influencer who has been helping leading companies achieve their strategic objectives in Asia for the last 20 years.

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