Online PR, Interactive Advertising
PR has changed massively; it isn’t just about media relations and churning out press releases like it used to be a decade ago.
Digital PR is all about combining traditional PR with content marketing, social media and search: transforming static news into conversations and bypassing media to speak directly to your target audience online.
News can be spread further, faster, and more directly to a specific target audience than ever before in history. It allows us to maximize news like never before. Instead of being satisfied with a single placement, your news can be shared exponentially.
Not only that, but we can now use social media, blogs, reviews and content to not just share news, but CREATE DIALOGUE. Connect.
Repurpose + Value = Content Marketing
Effective Digital PR can be measured by annotating the PR hits in Google Analytics and measuring how much referral traffic has been gained from those Digital PR hits. By analysing and tracking how well the site’s landing pages rank for targeted keywords also assists in determining the success of a brand’s Digital PR strategy.
- Annotate your PR hits in Google Analytics to measure the spikes in referral traffic metric generated by PR hits. Also take note of increases in organic search traffic, as the keywords included in your PR pieces are likely to unlock even more traffic and conversions.
- Use the Google URL Builder to tag your PR campaign links. This allows you to get a view on bounce rate, conversion data and all other standard Google Analytics data and metrics.
- Use Open Site Explorer or similar tools (Majestic SEO) to monitor your website’s backlink profile. Effective Digital PR should result in your site gaining additional backlinks.
- Use SharedCount to track URL shares, likes, tweets and more, of your press hits to gauge the success of your hits and content on social media.
Interactive advertising refers to promotional techniques that include an element of feedback from those to whom the advertisements are directed. This feedback gives the advertiser analytical data that can be used to improve the advertising methods being employed. Interactive advertising is usually used to refer to online advertising, but can also be applied to offline advertising methods such as consumer surveys.
Although interactive advertising in now generally considered common sence, it was a groundbreaking idea when Internet analytics first started being used with any rigor. By tweaking ad approaches, colors and content, and soliciting feedback from the target segments, advertisers have given potential customers the opportunity to interact with companies and their advertising, rather than simply being pitched to. Of course, this overt feedback is usually given less weight than the analytical data that tracks how changes in an ad affect its performance.
Interactive advertising goes beyond simple banners and clickthroughs, using social media, branded polls and games, and many other approaches to engage the target audience.