Artificial Intelligence (AI) is rapidly becoming a linchpin in the strategic planning of U.S.-based technology companies aiming for international prominence. The nuanced capability of AI to customize advertising on an unprecedented scale offers a significant advantage…
Media Exposure 101: Understanding Paid, Earned, and Owned Media
Let’s POSE the question – what’s the most efficient marketing?
ROI is only achieved and then improved if your marketing:
- has a clear goal
- is measured on real business value
To achieve a real ROI then, your business can’t rely on only one marketing tactic. OK, sure you can try – go ahead… we’ll hang out here and wait for you – but I’m 100% convinced it’s not going to get you anywhere. We’ve tried. The results are dismal.
It’s all about integration. But when we start integrating multiple marketing tactics, we come across some problems:
- it can cost more (not to be confused with return – ideally more cost means more return), and
- how do we effectively measure one tactic over another?
We need a clear strategy.
When advertising needs PR (yes it's Super Bowl)!
As far as the U.S. market is concerned, there's once a year when advertising and PR hold hands; or maybe more precisely advertising depends on media relations to make them successful (OK - so that has just pissed off a bunch of creatives, but hey, that's life). It's the Super Bowl.
Quickly approaching this coming weekend, the Super Bowl 2012 always promises to bring out TV adverts that entertain and delight. While we don't have time to go over some really cool PR stories about ads from the past, we do have time now to give you a sneak peak of what is coming up this weekend.
Some of the adverts are available (or their previews are) here.
There is inevitably the actual media relations about how much money a 30 second spot actually costs. Then the best ads create great PR around them. This year, look out for the companies which are using social media to get the anticipation glands going (Century 21 seem to have a strong strategy in place). Similarly look for hash tags that are quite prominent in the ads - not of the company/brand name, but around the campaign name/message.
Enjoy the ads and watch this space to see how PR will treat this year's ad-fest.