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.

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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.

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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.

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pr digital agency bangkok thailand

LIGHTS, CAMERAS, TRACTION. WHY VIDEO IS AN IMPORTANT ASSET IN PR.

We live in a world dominated by digital screens, they’re in our homes, in stores, on the street, on public transport, in planes, in our offices, and of course in our hands. So it is no surprise that video is one of the best ways to engage with an audience as there are so many options available to get their attention and drive engagement.

Video is social

Social media is dominated by videos, Instagram, once used only for photos is now populated by user videos and brand videos. Its IGTV offering has already proven to be extremely popular as has the Stories feature. In fact, video posts on Instagram receive 38% more engagement than image posts. Social media influencers on Instagram were fast to adapt to video and those who embraced it as part of their strategy saw their ‘Likes’ and engagement increase as a result.

Using video as part of a public relations strategy today is an essential consideration and there are so many opportunities to capture and create content from product launches to announcements, events, presentations, and speeches that can then be spread across multiple media outlets from broadcast to online.

One size doesn’t fit all

It’s important to not only understand your audience but also the platform you plan to post your video on and ensure you have already considered your strategy for how to shoot and edit your video content to suit each format. For example with IGTV you need to remember that it is a portrait (vertical) format, whereas with Facebook you opt for either landscape (horizontal) or square and with YouTube landscape works best.

Team effort

Most of us are carrying a powerful video tool in our hands each and every day, our smartphones. So it is now much easier for the PR team to capture some behind the scenes and making of video content while your main video team are focussed on the prime content. Skilling up some team members to competently shoot video is not hard, arm them with a few add-ons for their phones and have a specialist give them a few lessons and you’ll have additional footage to fill some gaps to release on social media as either ‘behind the scenes’ or ‘making of’ content.

So when your planning your next PR campaign it makes sense to see how video can be incorporated and used to maximum effect.

 

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

Thailand on track for slower but steady growth in 2019

The Kasikorn Research Centre estimates that Thailand’s economy will grow 3.7% this year, down from a previously estimated 4.0%, in part due to things beyond the country’s control, chiefly economic tensions between the US and China. Thailand’s export-focused business and the manufacturing sector are showing signs of slowing. A smart coping strategy, according to a local World Bank analyst, is staying committed to the development and ongoing construction of various infrastructure works, to stimulate domestic spending and help keep medium-term growth on track.

 

Alternate paths to growth

 

At Bangkok’s BTS Skytrain stations, iconic symbols of so much that’s changed during the country’s fast-moving development in recent decades, passengers waiting for the next train will find a variety of colourful ads digitally vying for their attention, sending messages from state-of-the-art digital displays of various sizes.

 

The other Talat Phlu Station

 

Beneath a flyover for cars, and the construction site that will eventually link a new MRT to the Talat Phlu BTS Station, on terra firma and closer to the original Phlu Market where betel was once widely sold, lies a Talat Phlu Station on a State Railway of Thailand commuter line. Customers who pay 10 baht can go all the way to the terminus of Mahachai Station, and a hub of activity at a pier teeming with the coming and going of fishing boats, adding their tasty contributions to a major sector of the national economy.

 

Rolling onward

 

Kasikorn also reports that private consumption grew 4.3% year on year and that this was good news for farmers and the agriculture sector, while continually increasing tourist arrivals is also good for the economy. While digital-age commuting and connectivity promises increasingly innovative marketing opportunities, and whole Skytrain cars can be colored up into rolling ad campaigns, when glitches in the global system arise, it’s good to know that there are still plenty of down-to-earth solutions at hand.

 

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

PR ethics for competition and communication

In this final edition in a short series of blogs on how the Public Relations Society of America’s Code of Ethics relates to online-based PR today, the concepts of furthering communication and competition are looked at. On the face of it, the nature of digital realities today make ‘competition’ and ‘communication’ rather synonymous and symbiotic, seemingly forever feeding each other in an endless round of healthy if at times barbed exchanges online, with no communication-inhibiting monopolization in sight thanks to the competitive nature of posts and counter-posts on Facebook, Trip Advisor and the like…

 

Beyond tit for tat

 

…Only that these social media platforms can become self-serving pedestals and alter the nature and purpose of communication carried out on them. The PRSA’s stated commitment to a free flow of information, are checked by societal forces that have always worked to crush competitive forces, for better or worse, which often links with the idea of limited or at least dramatically curtailed communication. Worse, the go-to biggies of the digital age like Google, Facebook and Mircosoft, while officially espousing free expression, have all come up into trouble for hindering the freedoms they claim they stand for. These three titans have faced, and fought, for example, enormous fines from the European Union, and have become accustomed to operating with few to no rivals. The democratizing forces of the Internet have come up against firewalls protecting multinational institutions, which are often the ones setting the new standards.

 

Is there still room for privacy?

 

While Facebook’s CEO famously derided the idea of privacy in the future, and censorship, facial recognition technology and other digital forces coalesce to serve the consolidation of power, signs of counterbalance are found in new messy norms which champion the peer reviews of the little guy and the growth of the next big-time Gen Z influencer. But as long the Information Age police are the information providers themselves, the whole point of digitalupgrades’ are called into question.

 

The Human & Digital Communications Agency

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

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Determining why and how social media matters

New studies this year are telling us what we all know like never before: the impact of social media is significant and growing in many aspects of human life, including buying and marketing of, well, just about everything, now that you ask.

 

Everybody’s doing it

 

Despite a small but significant group of conscientious objectors and an increasingly smaller segment for whom IT is still beyond reach for economic or cultural reasons, social media usage continues growing unabated. Just under half of respondents in a new study reported that they have upped their online portfolios over the last half a year. Businesses know this, and are all the reminded by the potential digitally generated windfall each time a new statistic like this comes out. Ninety percent of these firms are convinced of the significant benefits of maintaining a strong social media presence. Yet they remain unsure of what this means exactly and how best to exploit this new market.

 

Not everyone’s benefitting

 

Seven out of 10 social media marketers believe they are sharing essential information and tips on how in-house teams can develop beneficial strategies. Yet almost 5 out of 10 struggle to meaningfully contribute to the developing pans that help meet their company’s goals and key needs, including positively impacting profits. While the technology and communications norms of everyday social media usage are just beginning to seem understandable, verifying their net impact on various economic aspects of life remains difficult to track.

 

Give the buyers what they want

 

One study of similar demographics produced two years apart delivered results indicating just how challenging it is to reach out meaningfully to audiences and potential buyers. The first study indicated interest in posts making overt reference to sales and discounts, but the response for this same topic this year was much lower. That part of the PR business never changes: trends are just that, and the truly successful messages and campaigns need to highlight something timeless and beyond the interests of the day.

 

The Human & Digital Communications Agency

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

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The AI in PR

Public relations professionals are at a loss when it comes to detailing their long-term plans for Artificial Intelligence (AI), which will be a game changer across the industry. Although much of the talk on AI is just that, regarding the impending gutting of people-loaded departments so machines can get down to work, or how AI stands to solve just about every problem and almost automate profits, there are some companies actually diving headfirst into this brave new world.

 

It’s already here

 

AI is happening. It’s not just hype. Several companies are taking advantage of AI’s rich potential for doing, well, exactly what it’s meant for, actually. So far, the fear that it will start getting out of control to the detriment of human employees so far seems largely just hype. One major social media site has been using AI to enhance user experiences for more than 10 years. Its users have grown accustomed to the spot-on suggestions for connections and preferences, and largely without knowing about the AI-aided forces behind their positive experiences. Thanks to AI, the website also boasts enhanced privacy features.

 

AI service to the max

 

Another company successfully making use of AI is ServiceMax, which, appropriately enough, provides software for (human) technicians tasked with maintaining and upgrading computers and coding for a wide variety of clients with vastly differing IT needs. A single website that could be accessed to bring together all these variants, which the company now uses, was created from a model using the same AI methodologies that bested a human in the mind-testing game of Go.

 

The Human & Digital Communications Agency

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

 

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When tech giants make adjustments

In an info-loaded age when the nature of content changes, what was once paid for is now free, and products once simply just advertised are now described in detail in articles and advertorials to buyers who demand to be fully informed before making a decision, the ability to be flexible and have good customer relations is more needed than ever. Especially, it seems, among tech giants who may think at times that they have all the solutions.

 

When Snapchat announced that it is considering allowing for its famously disappearing photos stick around, many ardent fans of the online platform for shots with a short shelf-life were aghast, saying that this went against the whole point of the social media site. But it may end up being more of a tactical adjustment, and offer an alternative to its big cousin Facebook, which has been losing subscribers over much more significant issues related to privacy concerns.

 

Indeed, more of a concern is the planned merger of the communications services of WhatsApp, Facebook Messenger and Instagram, particularly considering Facebook’s mixed legacy with handling issues related to privacy and user preferences. While market forces eventually sort things out, more initial consultation with users will pay off in the long-run. The notorious difficulty in deleting a Facebook account and the social media’s giant once insisting on using @facebook.com for e-mail addresses, before such insistence backfired, goes to show that allowing for customer preferences and maintain a flexible approach remain essential, no matter who you are.

 

The Human & Digital Communications Agency

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

 

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blog 099 pr digital bangkok thailand

The only constant is change

Today’s hi-tech marketing world brings deep, renewed meaning to this timeless expression.

 

Innovation and its nemesis, disruption, have found dramatic new ways to change so much of our increasingly IT-infused world. This is a symbiotic dance of new systems with the new realties that can rapidly render these systems obsolete. This relentless pace of technological change is particularly acute when it comes to the need to make sense of and market these very products and services that may end up having rather short shelf lives. But effectively addressing such challenges is possible with timeless values like integrity, balance, flexibility and the eagerness to learn.

 

Marketers need to stay in constant touch with their inner techie in order to effectively decipher the details of countless products and services regularly coming out and appealingly describe them to consumers, whom themselves are increasingly segmented into smaller subgroups with varying interests and incomes. Creative sorts in PR firms can no longer just outsource the dissemination of the content they create to others.

 

It’s no longer enough for businesses and those who promote their key messages, to simply create the next big thing. Great new products and services, if they are to be effectively dispersed, now more than ever need an adaptive, multifaceted PR team willing to go digital native, and find the right blend of social media posts, effective use of influencers and ability to stay up-to-date on a world awash with chatbots and algorithms.

 

The more the way products are made and marketed, the more these new systems themselves are also likely to end up evolving. And yet there’s never a replacement for an intrinsically human attachment to a good story – and the ability to tell one.

 

Staying state-of-the-art is essential. So is spinning an epic tale like a storyteller enthralling an audience gathered around a campfire.

 

A blog like this that begins with a truism can end with another when it comes to the need to the essence of grabbing and sustaining attention: the more things change, the more they stay the same.

 

The Human & Digital Communications Agency

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

 

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