Rules of Marketing and PR - Paving the Way for an Integrated Approach

The world of Marketing is constantly changing and adapting to the changes of the wider society. As humans grow and learn to adopt to their constantly changing environment you will find that many processes and systems will change to fit in. With this in mind, we can say that rules of Marketing and Public Relations have been tweaked, switched and tossed out based on these changes. Before I go into this in detail, here's a a quote on change:

“We can't be afraid of change. You may feel very secure in the pond that you are in, but if you never venture out of it, you will never know that there is such a thing as an ocean, a sea. Holding onto something that is good for you now, may be the very reason why you don't have something better.”  ― C. JoyBell C.

Old Rules of Marketing and Public Relations

Advertising needs to appeal to the masses

Marketers and advertisers commonly used mass communication channels as the core means of communication. This rule has been practiced for quite some time is still popular today. Mass communication takes place by use of broadcast media (radio and television), print media (newspaper and magazines) as well as outdoor advertising including billboards, bus stops and transit advertisements. As you can imagine these forms are aimed at getting the message to target audience as well as anyone exposed to the message.

Advertising is a one way communication process

Traditional media usually doesn't offer the opportunity for one to communicate and receive feedback. Due to the nature of this communication channel the feedback aspect of the communication process is completely ignored or is not facilitated. Feedback is integral to a marketing or advertising campaign as it helps the advertiser to effectively evaluate their campaign by answering questions like: How is the message viewed? Did the message reach the target audience? Was the message clear?

Advertising and PR - Different Entities

Traditionally, PR is known for being focused on media relations with key publics such as investments and employees as well as journalists. On the other hand, marketing oversaw advertising, promotional materials and gathering customer information through surveys and focus groups. This definition was not clear however, modern agencies have opted to separate these functions to create a more holistic approach to marketing.

New Rules of Marketing and Public Relations

Shift from Mainstream Audience

Marketing has shifted to encompass a much wider and under-served audience to communicate their message effectively. This rule compels marketers to shift their efforts to focusing on a larger audience while keeping their messages engaging and exclusive. The rise of social media over the past decade has changed the face of marketing as we know it, with more traditional tactics abandoned to make way for new digital strategies. As the world around us becomes even more digital by the day, digital marketing employs a more personable platform for brands to connect with their customers, a luxury not afforded by more traditional marketing avenues.

Driving Sales with Online Content

Social Media is utilized heavily to engage with the audience and grow a business but it can also be used to generate more sales. As a matter of fact social media is known to be one of the best marketing channels to generate ROI. Heavy investment in other channels, such as PPC, SEO, content marketing, email marketing, allows marketers to step up their game and  amplify thier social media marketing strategy to get those sales rolling. Some of these strategies will help to generate direct revenue, while others play a vital role in driving indirect revenue. 


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