[Estimated reading time: 3 minutes]
Digital marketing is evolving at a rapid pace. This shift is explained by the emergence of new strategies but also new perspectives integrated through the media landscape. The evolution of influencer marketing not only impacts marketing but the whole communication process. All the elements from the research phase and the management of brand communication to the way of reaching out people is changing substantially. This slideshare shows the evolution from PR 1.0 to PR 2.0.
How digital changed our behaviour
People’s perception is shifting. The communication channel has become digital and viral. Online articles and blogs are now considered as the new media and influencers are the new experts of the digital industry. Research found that 47% of US readers consult blogs for finding new trends or ideas. In this respect, buyers have become accustomed to this new way of thinking and processing.
It’s powering the customer relationship cycle and reinforces the whole media landscape. Today, 75% of customers use social media as part of their buying process. This is the cornerstone of the transition from PR 1.0 to PR 2.0. However, many companies in the luxury industry are not ready to move to PR 2.0 and keep using traditional media.
A matter of proximity
Integrating influencer marketing to your media PR strategy is extremely valuable. PR relations create a genuine balance when it comes to building your brand image. The main difference with the PR 2.0 is that the company is directly in contact with its customers. It offers more proximity with the community.
The move from journalists to influencers
Compared to PR 2.0, PR 1.0 is based on small influencers groups mainly composed of journalists. The advantage with media 2.0 is that influencers and buyers are everywhere, it offers more diversity and covers a larger range of skills that leads to a greater expertise.
Different ways to communicate : the result of influencer marketing
PR 1.0 uses press releases and traditional media (TV, magazines, flyers) whereas PR 2.0 communicates through different channels and media (web, e-mails, blogs, social media, forum…) with a brand new communication format. The combination of traditional media and PR 2.0 is the result of influencer marketing. It means working with journalists (bloggers) but also media platforms to generate traffic and to be more accurate on PR in general.
PR 2.0 = new ROI
Furthermore, the results for PR 1.0 are not clear, whereas for PR 2.0, consumers are in control and provide feedbacks all the time. It creates more precision and transparency. While PR 1.0 ROI is based on estimations and assumptions, the new media 2.0 is also based on a new ROI criteria including google ranking, reads, impressions, clicks on a page etc. It is important to remember that for the PR 2.0, the brand message stays the same, only the communication channels are changing.
PR 2.0 – the convergence between internet and public relations
Whether it’s 1.0 or 2.0, the most important aspect to consider is to deliver great brands messages, to the right audience, and through the right communication channels. It’s not only about providing useful information but it is also about communicating with brands and communities at all times. PR 2.0 represents the convergence between internet and public relations offering new tools and methods to communicate. PR 2.0 offers new social media applications to reach consumers. Communication with the consumer is more direct, more precise and generates a better way to understand the customer needs.