pr digital agency bangkok thailand

Keeping it real in a digital age

 

Digital marketers, you have your work cut out for you.

 

Consumers find the content generated by companies, less interesting, less authentic and less impactful on their purchasing decisions than advice given by fellow buyers, according to a new report by Stackla, a marketing platform that focuses on and user-generated content. The report, which says that 86% of consumers place a premium on authenticity, indicates vast differences between consumers and marketers.

 

Information being shared on products should ideally focuses on personalized experiences with brands, say nearly 7 out of 10 customers surveyed for the major report. But while 92% of marketers think their brands are providing the personalized content that buyers prefer, less than half of the customers themselves agree with this. Not surprisingly, customers are also over twice as likely to find customer-to-customer shared content interesting, compared to brand-created content.

 

Tell me a story, and keep it personal

 

The Stakla report also says that customers are turning to first-hand accounts on social media platforms for advice from fellow experiencers, shoppers, travelers and other buyers of various services and products. Nearly 90% of respondents would post about a positive travel experience, while 85% and 65% would do the same about a similar encounter with a restaurant or health/beauty product, respectively.

 

The chasm-like consumer-company disconnect is compounded by how consumers are 2.4 times as likely to think customer-created content is most authentic, while companies are 2.1 times as likely to think that brands are better at generating the most authentic content. The study indicates that nearly 80% of buyers say user-generated content affects their decisions whether to buy something. Compare that to with a paltry 8% who said the same thing about influencer-created content. That doesn’t sound very influential, actually.

 

Digital marketers, you have your work cut out for you.

 

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. 

Read More
pr digital agency bangkok thailand

Once more, with feeling, please

Public relations professionals must cope with a complicated work environment that even more than usual now calls on them to be adaptive to disruption and ready to shift their core skills onto new platforms, even when the ground beneath their feet is giving way. Customers in the Information Age are making a majority of buying decisions that are, ultimately, based on emotional factors, says a partner at a big B2B marketing firm.

 

Buyers want a good story, and to develop a connection with a company before committing to a purchase. Trust and authenticity matters, not slick marketing. Just make sure what you say is interesting: in the B2B world in particular, boredom has become a significant factor to overcome, as prudence too often overrides the need to take bold action when called for.

 

I heard it through the grapevine

 

Beyond the sometimes overhyped influence of influencers on social media and the like lies the commonsense persuasive power that comes from word of mouth. Conversations with friends and colleagues count as much as online influence, according to a study from data and analytics firm Engagement Labs. Face-to-face sharing also tends to allow people to exchange thoughts on a wider range of products and services, and in ways in which we are freed up from online values in terms of showing awareness of what’s trending, getting wrapped up in “social signaling” or being in broadcast mode. Offline, you are more likely to give unfiltered, no-nonsense advice, and on products (like laundry soap) you may not necessarily feel the need to tweet about.

 

If your product is good enough and the story to sell it is touching, the hard work is already done.

 

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. 

Read More
pr digital agency bangkok thailand

Busted for insufficient social credit

China is forging ahead with several innovative trends in e-commerce and social media that are having significant effects on the lives of its netizens. The country is tracking of its citizens’ behavior via the Internet (and CCTV cameras). There are now increasingly significant additional costs for violators of small-time crimes and those involved in other activities deemed to be “unsociable”.

 

Some 23 million Chinese have been blacklisted from buying airplane or train tickets for engaging in what the government deems to be anti-social behavior, which can include anything from smoking on trains to letting pet dogs run free in areas where they should be leashed, to using outdated tickets on public transport or not paying taxes. Spreading fake news can also get you “discredited”, which in a society that relies heavily on censorship and propaganda can lead to a lot of grey areas.

 

Simply unsocial behavior

 

One particularly cringe-worthy example of dubious digital behavior was entertainer Cai Xukun’s over-the-top efforts to make his new song go, go, go viral. Although already a member of popular boy band Nine Percent, Cai vastly inflated the number of times his new song “Wait, Wait, Wait” had been shared on social media site Weibo. While the song may not have the cool factor of a banned book generating its own special-edition PR, if the stunt leads to more people listening to the song, well, there you go. But it’s not the kind of technique likely to be useful more than once.

 

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.

Read More
pr digital agency bangkok thailand

Getting the right fit and other adventures in retail

Stores are upping their IT game to entice customers into the buying process, and to help keep the in-store shopping experience relevant in a world online. Nike recently unveiled the Reactland VR video game in the iconic brand’s New York flagship branch. Potential buyers can strap on a pair of Epic React Nikes and run on a treadmill, as they watch an avatar of them with footwork synched to their own navigating a virtual environment on a big screen, for the entertainment of all in the store. The CGI settling allows you to test drive a pair of Nikes in a challenging environment.

 

Be your own tailor

 

Clothiers may have to turn more to such strategies if new tailoring technology proliferates. The prototype Size-Stream Scanner uses 10 sensors and takes just a few seconds to know the shape of you. The technology has improved vastly in recent years, and is complemented by the spread of big data and array of opportunities to spend more money in fewer clicks. The surprise factors involved with trying on shirts and trousers could soon be a thing of the past. Outfittery takes things a step further by using 20 algorithims based on the ideas of some 600,000 consumers to offer not only outfits that fit to a tee, but sage fashion advice on colors and styles based on your personality profile. Armed with detailed tech specs, buyers be free to order clothing (and style advice) with greater confidence with just an Internet connection.

 

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.

Read More
pr digital agency bangkok thailand

Facing a whole new shopping experience

While online shopping has never been easier, and continues gaining in popularity, big-name stores are turning to convenience with a touch of retail theatre to keep buyers happy when they’re shopping outside home. Both at-home and in-store shopping experiences are going hi-tech. These digital trends are both data-rich and customer-friendly, offering exciting opportunities for buyers and online marketers alike.

 

In China, leading online shopping website Alibaba now operates over 60 Hema supermarkets that normalize facial recognition technology. In 2017 Alibaba partnered with KFC to allow customers to settle the bill simply by smiling. Now, facial scans in cashierless Hema supermarkets are allowing shoppers to make purchases in the same manner on a bigger scale. Items can be scanned for detailed information on nutrition, preparation instructions and place of origin.

 

Shopping for food, with options for cooking along the way

 

Customers in the Shanghai branch can also scan a menu with a QR code during their time shopping and have meals ready for them afterwards at the Robot.He restaurant, a set-up due to be widely replicated in other Hema stores. Certain foods that you see in the supermarket and that you’d like prepared for you live are zipped away via conveyer belts hanging from the ceiling and then transferred by a robotic arm to the kitchen. After showing your face at the checkout, the freshly prepared meals are ready to go back with you as well – or receive your food via robot waiters and enjoy onsite at the restaurant.

 

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.

Read More
pr digital agency bangkok thailand

Buyers’ options grow as communication channels proliferate

The tipping point is coming for online shopping, from England to Thailand and beyond, led by the mass assemblage and channeling of big data like never before. It’s a windfall for tech-savvy firms and their marketers. Customers stand to benefit greatly as well, with many new products and services coming to be sold online.

 

Dominoes delivers KPIs

 

A clear example of the trend is online food ordering, from groceries to the updated version of the classic call-up-for-home-service success story: pizza delivery. Dominoes UK has gone online in a big way, from when it first started accepting orders by telephone in 2010 to taking the biggest slice of the pie by 2018. Last year the pizza lay claim to over half the market share tally. Today, over four-fifths of Dominoes’ pizza orders in the UK are digital; most of these purchases coming from smartphone apps.

 

Many roles, many communication methods

 

The rise of big data and increasingly sophisticated SEO specs and outcomes means more people have access to more info in shorter amounts of time. The lines between content and marketing have blurred. These messages are spread more of a matter of appropriate positioning, to ensure your message is being read, heard and shared on multiple platforms, in compelling ways and of appropriate length and tone, for maximum effect. Activate and amplify information so that it gets noticed. Everyone’s a publisher, buyer and potential influencer in a PR world where multiple hats and switching roles has been normalized.

 

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.

Read More
pr digital agency bangkok thailand

CSR as good PR

Over 75% of respondents in a recent survey expected business leaders to a have committed views on difficult issues the world is facing today. Companies are increasingly expected to have a positive impact not just on their workers and their families – which was the original intent of Corporate Social Responsibility – but on society. In addition, CSR has gone digital as much as anything else, with its effects able to be tracked, analyzed, reflected on and adjusted just like other KPIs.

 

Sustainable societies, sustainable companies

 

Another study reported that two out of three consumers will spend money on a brand that tracks and proves their sustainability. In the coming age of big data, in which customers’ buying patterns are clearer by their online activity, companies and other entities will also have information about their behavior publically accessible too, including carbon footprints, CSR activities and anything deemed worthy enough to turn up on Google.

 

Where CSR meets ROI

 

According to the 2015 Global CSR Study, 90% of consumers would choose not to patronize a company proven to have taking part in inappropriate business practices, and also expect companies to take a stand on environmental and social issues. The Reputation Institute found that while 40% of our decisions whether to buy something is based on what we think of a company’s products and services, 60% of those decisions come from what we think of the company itself. Reputation influences long-term financial stability, and all the more in a digital age, when privacy is under threat, and data can be manipulated. The last word in reputation is integrity, and remains as valuable as ever.

 

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.

Read More
pr digital agency bangkok thailand

The continuing saga of good storytelling in PR

The more that innovation delivers buyer-friendly breakthroughs, the more that disruption can wreak havoc. The larger databases become and enhance our buying options, the more confusing shopping online can become. The more we say we value authentic information, the more technology and media channels proliferate and make it easier for fake news to creep in. As social media platforms grow in number and complexity, switching off and detoxing from Internet addiction goes more mainstream.

 

Companies are scrambling to give customers the richer digital experiences they crave. The vastly growing quantity of information is helping fuel demand for quality. Through their brands, digital influencers and PR firms are competing in new ways, on new platforms, to hold and keep the attention of audiences. The content and depth of stories allows – and further encourages – content providers to engage with audiences in more meaningful, memorable ways.

 

The more channels expand, audiences fragment and attention spans fall, the more a unique story with heart is useful as a means for expanding influence and innovation for those who have a great message and the knowhow to spread it. A recent study by ad firm Hill Holliday evidences that customers are more likely to buy products and spend more on them when they are marketed along with an interesting story. This supports what the great majority of marketers think, that an integrated experience for customers across key platforms leads to greater customer satisfaction. When the message is compelling enough, the rest will often fall into place.

 

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.

Read More
pr digital agency bangkok thailand

Streaming ‘Roma’, Influencing Oscar

In the latest earth-quaking, IT-led disruption to business as usual for movie lovers and the marketers who influence them, the biggest movie streaming website, Netflix, scored big at the Academy Awards with 10 nominations, and picked up big wins for best director and best foreign language film best for its made-for-laptops film “Roma”.

 

While the black-and-white, Spanish-language film could also be seen in theatres, the fact it was made by Netflix has industry professionals paying attention. The campaign supporting “Roma” was backed by a US$25-million PR blitz. Although panned by one big theatre chain as a “made-for-TV” movie after winning four Bafta awards, including film of the year, the move is just one more sign of how more people love staying at home to watch films.

 

Competition is fierce for the future of Hollywood. Netflix’s “‘Roma’ Experience Day” multi-channel public relations campaign amplified the novelty factor for the film with a sophisticated strategy featuring choice details such as chocolates stamped with the name of the film and augmented-reality entertainment in which attendees at a gala were superimposed into a scene from “Roma” that they could share later. While some say that the Netflix is ruining the film-going experience, the company’s recent PR coup shows that viewers are in charge, and they don’t have to go to the cinema to get premium entertainment, and don’t even have to wait a few months anymore for the official debut on small screens.

 

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.

Read More
pr digital agency bangkok thailand

CGI influencers and a tale as old as time

People have always loved a good story, and getting wrapped up in plots. Lines famously blurred in 1938, when the fictitious radio broadcast “War of the Worlds” caused real-world panic that aliens were actually on the offensive.

 

A real trend today is the rise of a new-gen, less-than-human digital influencers, who are having valuable input on brands and society. When popular Instagram influencer Lil Miquela came out as a CGI product of the imagination, it created a stir, as she had been presented as human before the revelation. Some who had suspected her of having a face looking seriously Photoshopped felt vindicated. Others saw her as simply a product of the IT-enhanced times of today. While never approaching the disruption and chaos of “War of the Worlds”, a sense of having been had was still perceptible once the truth was out. Lil Miquela still has 1.5 million Instagram followers. So does another new-age influencer, Pumpkin The Raccoon. Although in the animal’s case at least we knew all along it’s a gag.

 

When asked to tick the “I’m not a robot” box in a promo for #RobotProblems, Lil Miquela has a moment with her CGI self before a human friend ticks the box for her and then cocks her head and arches her eyebrow slightly. It’s irony. We’re all in on her act now. But with AI’s growth, possibilities for deception are on the rise, and digital influencers will need to have honest exchanges with the public if they are to retain their long-term influence and reputation.

 

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.

Read More