By Gloria Malan, director at Rubicomm
Marketing on its own means little if it does not form part of an integrated strategy to drive sales. Similarly, PR makes no sense if it does not drive the right message to the right stakeholder at the right time. Unfortunately, these are the first two interventions which come under the axe when businesses feel the financial squeeze. And yet, they provide the most effective ways to create awareness of the brand and its products and services.
It can be argued that investing in marketing and PR help ensure the long-term health of any business, regardless of size or industry sector. And by undertaking ongoing marketing and PR initiatives, the company can differentiate itself from the competition who might be cutting back on spend. Neither of these need to put the business under significant financial strain. Yes, traditional tactics relying on the likes of billboard, print and broadcast advertising are still expensive. But thanks to the increased connectedness of customers, alternative, more affordable avenues for engagement have opened. Think social media, online advertising and even email. If these platforms are used optimally, they can significantly boost sales.
Being smart
It is all about identifying the relevant tactics that make sense for the business and how it intends to reach its strategic objectives. Centred around this, is building awareness and using marketing to keep the customer pipeline full.
Simply put, marketing and PR sells. By alerting existing and potential clients to new offerings, deals and promotions, the organisation can remain top of mind when it comes to buying decisions. And by leveraging social media and other digital channels to target specific segments, companies can cultivate higher margin customers. The adage ‘less is more’ becomes more critical than ever.
Even something as straightforward as ensuring that search engine optimisation (SEO) is integrated in PR and marketing campaigns, can make a massive difference to position the brand more prominently in search results.
Internal focus
Marketing and PR can also help the organisation attract top talent. End users can be potential employees, especially if they see the company positioned strongly against a competitor.
It comes down to how a business understands its customer base and the tactics that are employed to grow it. With organisations able to use more sophisticated tools to listen and respond to customers, this is where the evolving technology comes into play. Whether this is through something as basic as social media monitoring or as sophisticated as machine learning-driven chat bots, the opportunities are virtually limitless. However, it requires a willingness from leadership to change and adapt the business to the marketing and PR practices that reflect a digital world.
Putting things in place
While marketing and PR budgets will always be up for debate, communications teams must remain appraised of the parameters in which they can operate. Podcasts and short-form online videos will continue to be impactful, especially if more expensive media cannot be pursued.
Furthermore, regional targeting for national brands will become more important as consumers turn their attention to local specials and promotions related to the products they need. Simply put, marketing and PR matters more now than ever. In the new normal, end users have become increasingly critical of the products and services available to them. Those organisations best positioned to drive the relevant message, will be the ones that can grow in this new environment.
