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Audience, Relevance and Context - The Future of PR and Marketing
This panel is about the rapid evolution of the PR industry and the need to re-invent marketing.
The best brands now earn the right to be partners in consumers’ lives, moving beyond selling toward trusted relationships. The company must recognize social and societal trends to evolve its products.
The ad agencies envisage a time when advertising is served up for each customer based on prior search history and knowledge of transactions. The important elements are Audience, Relevance and Context. Reaching consumers at the right time and right place is critical. This is especially so because of the game changing power of the mobile device. More hours per day are spent on the cell phone than any other medium. Mobile is both a channel and a context.
The equal partner in marketing must be public relations. The major aspects of modern PR are Buzz, Trend and Context. There is a difference between attention grabbing and persuasion.
So where does the PR industry go in the next decade?