Trevelino/Keller

However, none quite like the current environment, and despite disruptions caused by the pandemic, we remain purposeful and intent on helping companies find their path to better times. The continued evolution of our own firm from digital to integrated marketing expands our capabilities to feature more traditional marketing practices, including what has transpired with the trade show and conference market. Publications backing these organizations and events have successfully offered paid strategies to reach their constituents in effective ways that work in a virtual world. On the earned media front, as clients looked for continued media coverage despite the pandemic, we have encouraged them to challenge us to find their place within the pandemic story rather than avoiding the subject.

From convincing clients they needed websites in the 1990s to SEO, blogs, forums, and the other online communication tools of today, technology has offered PR professionals fresh ways to gain exposure, beyond the traditional media. The best PR firms of today focus on creating the kind of content that people actually want to read, listen to or view, not just what traditional journalism would consider “news. The Digital Marketing World Forum, which took place in London last summer, hosted big players in the marketing and communications industry with speakers from brands including the BBC, Oxfam, TSB and GOV.UK. While traditional media such as print publications and TV are still very much alive, today’s PR pros know that that the best campaigns often combine leveraging traditional and digital media with a targeted approach.

The deep value digital marketing offers, such as allowing brands to target specific and niche audiences unlike ever before and connect with consumers via mobile, social media and search engines, has been increasingly recognized by both B2B and B2C companies. According to eMarketer, the total 2016 U.S. digital ad spend is expected to reach $72.09 billion, while, in comparison, TV ad spend is expected to reach $71.29 billion. According to a report from Social Media Examiner, more than 85 percent of social marketers use Facebook ads regularly, while only 18 percent advertise on Twitter. Between the clear shift of advertising spend from traditional to digital, the rise of mobile and the continued growth of social media advertising, we expect to see an unprecedented number of brands continue to grow and foster digital marketing efforts in this upcoming year.

As franchises continue to focus on the in-store or service side of the business, it’s important to also focus time and funds towards building a digital presence that works for your customer. Digital advertising, whether it be via paid search, social media advertising or display ads, allows a franchise organization or franchisee to reach customers in their target geographical area, select demographics and set budgets based on cost per lead. Hyperlocal digital marketing allows franchises to manage the reputation through providing accurate descriptions via local business pages, managing ongoing reviews and comments on review sites like Yelp! and respond to social media in a timely fashion. While we agree this is a viable and important investment, hyperlocal digital market efforts like email marketing and referral programs allows franchises to continue engaging customers and encourage repeat interactions.