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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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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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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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

Smooth influencer

There’s no way to dazzle followers like sharing an extended version of one of life’s most romantic if not always completely surprising events, live online. So when Instagram fashion influencer Marissa Casey Fuchs’ fiancé popped the question, the biggest butterflies-in-stomach moments may have been for those tracking the financial impact on her big-name clients, as it seems safe to assume that the event was planned in advance by the couple. Judging from the enthusiastic reception from her fan base, and the free news coverage that ensued, it was one clever idea.

 

The client and the influencer

 

With more than 160,000 followers on Instagram, Fuchs has a long reach. As publicists become more of a part of the story themselves, as companies are able to gain a good following by simply dedicating a few employees to managing their social media accounts in-house, and as images and messages are more easily streamed by anyone for any practically any purpose, just who is promoting whom becomes an intriguing question. Going into a partnership with an another party, the reputation of the more renowned one tends to more significantly affect the less well-known one, or, in the case of two parties on more or less equal footing, it’s a matter of building opportunity, one relationship at a time. Who the greater influencer of them is, is an open question.

 

Every move you make

 

Fuch’s smoothly choreographed engagement was closely followed by her fans, and earned her new ones. The elegant gold necklaces studded with diamonds that were part of the story, the places the couple dined, and other personal details all became part of a brand-focused experience and story. While it may not have been a surprise, the engagement still sparkled, judging by the approving posts of followers, and generated its own feel-good PR, proving that this Instagramer is indeed the FashionAmbitionist she bills herself as.

 

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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Childhoods on film

Gen Z is developing maturing perspectives on lives in which the highlights of birthdays, holidays and random events aplenty have been relentlessly captured, captioned and shared on social media. Images of the innocent things kids do which seem innocent enough at the time, to the doer can become sources of embarrassment best destroyed once adolescence kicks in. Yesteryear’s photo album, pulled out and shared sparingly with visiting friends and extended families has been replaced by fully labeled and ‘liked’ mini-encyclopedias of youth, day in and day out, available for the world to see 24/7, compiled by those who didn’t grow up that way but often featuring subjects that have little say in their having ‘gone public’.

 

Epic fails, memorialized

 

From literal run-ins with walls or dogs as toddlers to off-key versions of evergreen songs bravely performed in school concerts to sport days that may not have gone well or, worse, ended in goofy victory dances, the normal growing pains of the earliest years are there for the gawking. Generational Kinetics, a Gen Z-focused company, has through polls deduced that the world’s latest generation shows a heightened awareness of privacy rights, because fighting for them – often with their parents and friends – is the new normal.

 

Image control

 

Millions of people barely on the threshold of adulthood are being forced to enter negotiations to control elements of their public persona. Actors once came to such agreements with their agents, and companies still do with their PR representatives. But today it is the norm for everyone to be, at least potentially, known far and wide. Lives are lived in the public domain, or something close to it, monitored by CCTV. Young people today have grown up instant experts in cultivating their image – and coping with posts that spun out of their control long ago, and if even if taken down, leave behind archival memories and the stuff of myths.

 

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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Ads surviving and thriving

Some 90% of smaller businesses plan on increasing their budgets for this year, according to a new study. While the widespread and increasingly effective role of semi-autonomous influencers focused on special media platforms continues growing apace, and more and more customers get their information on products and services from peer reviews, the direct messaging of ad campaigns remains very relevant for spearheading and reinforcing the key messages streaming in from a dizzying variety of sources.

 

Making a name for yourself

 

Over half of the firms surveyed reported allocating less than $US50,000 on ads. Industry experts aware of new trends maintain that the benefits of advertising remains high in order to stand up and be noticed in an era marked by diminishing consumer loyalty. In terms of age differentiation, while both Millennials and Baby Boomers stated support of ads, Baby Boomers, who were less saturated with ads as children, were somewhat less likely to find them necessary.

 

Social media is where it’s at

 

In terms of placement, preference was by far strongest for placing ads in social media, with buying ad space on Google search pages, banners and retargeted advertisements also being popular. The dramatic growth of online shopping helps fuel the trend for the increasing relevance of traditional ads placed in new places, via the Internet. At the same time, traditional – and expensive – means of advertising such as on billboards and at bus stands shows only modest usefulness in terms of the much greater dividends paid for ads placed online. Despite the growth of big data and potential for specific sales and cashback pledges, ads online and everywhere remain based around the fundamental concept of generating greater brand awareness.

 

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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Loyalty and fairness in the digital age

The Public Relations Society of America (PRSA) lists the noble but sometimes nebulous ideas of loyalty and fairness among their professional values in its Code of Ethics. Loyalty sounds (and is) great. But loyalty to what? And can or should loyalties be ranked? Broadening the issue, we see that brand loyalty has taken a hit in recent years, as the Information Age comes of age and generates more competition and price awareness. Fairness also has relative qualities as well, to be fair. The PRSA spells out loyalty as a quality to demonstrate both to clients represented by PR professionals and to the public interest. Only that the “public interest” may be more open to interpretation that loyalty…

 

Quantifying fairness

 

Fairness is defined as treating various parties that PR teams come into contact with “fairly”, and respecting different opinions and freedom of expression. A free flow of truthful information is also valued. In terms of effectively and fairly advocating for clients today, publicists have to be smarter and on message with excellent networks of contacts to retain what’s left of their influence, as they find it increasingly necessary to become “content marketers” and more analytical.

 

Integrity-based relations

 

The Code of Ethics references the need to have good relations with reporters (along with government officers and the public). These days, bloggers and posters are everywhere. Maintaining ethical, effective relations with such a growing pool of individuals coming from increasingly varied backgrounds and on an enormous scale presents new challenges. Indeed, by many measures today, most of us are members of the “media”, if we count posting on Facebook or Twitter. The nature of living up to the ethics espoused can become all the more challenging when considering how so much of the public is sharing their experiences with products and services. Just as the values that the PRSA are called on more, they can become more challenging to make sense of in terms of functionality, case by case and moment by moment, in an age where potential ethical dilemmas are constantly played out on social media platforms.

 

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 at its core

The values listed in the Preamble of the Public Relations Society of America (PSRA) continue to provide timeless advice that can prove useful for navigating the uncertain seas of today’s world. Far from old-fashioned, they represent ideas that can provide clarity for professionals caught up in the spin cycle or find themselves outpaced by the digitally savvy or hyper-networked among rising influencers. For every move in which IT-focused, AI-enhanced protocol and big data threatens to disrupt traditional business patterns, the more innovations can arise for those prepared to take risks, if tethered to some of the most essential of key messages listed in the Preamble, a few of which are addressed here…

 

Advocacy

 

Advocacy often seems these days to have been subcontracted by default to influencers, customers writing peer reviews, social media platforms, and a Gen Z getting a feel for their algorithm-assisted moral compass and wanting companies to focus more on, for example, CSR and taking better care of the environment. PR firms increasingly need to up their game to remain relevant advocates for clients, by harnessing big data to analyze and accurately project spending patterns and the behavior of potential customers, and maintain and update better lists of new-gen publishers and persuaders with a finger on the pulse of today’s trends.

 

Honesty & Independence

 

Facts are everywhere these days, oftentimes therefore cheap, and yet in other instances harder to confirm thanks to the fake news phenomenon. The deeper and more meaningful facts will be carefully cultivated, not copy-pasted, and based on critical reasoning and analysis. And, needless to say, enticingly presented. As always, decisive and discreet selected sharing of information remains appropriate. Another listed PSRA value is the independence to provide counsel to whom one choses. As always, it pays to represent clients who are aligned with your own mission and have messages worth amplifying.

 

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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