Have you heard the term 2.0, or even 3.0? This number refers to a new version, or changes in the way something (originally the World Wide Web) is made and used. In terms of marketing, I would say that the power has shifted to consumers. As a result, I believe that more companies will be referring to what used to be “Marketing” as Public Relations (PR).
Marketing is the activity and processes for creating, communicating, delivering, and exchanging offerings that have value to customers, clients, and partners. It is simply putting a product or service ‘out to market.’
Public Relations is the strategic management of relationships between an organization and its publics – through the use of communication – to achieve mutual understanding, reach goals, and serve public interest. It’s often synonymous with media relations, though many other methods of PR exist.
Methods such as Direct Mail and Direct Selling used to be initiated by companies. Direct mail has now been replaced by e-newsletter subscriptions, which – by law – now require an opt-in. Direct selling at events like trade shows can be considered a part of PR as it allows the public to directly interact with the company. PR and Electronic or Online Marketing will remain user-focused, given the practices of “following” on social media, the increasing accessibility of traditional and online media, and Search Engine Marketing practices.
Advertising and Sales Promotions are probably the only two traditional Marketing methods still left, though there is some level of interactivity with tools such as QR codes, mobile advertising through SMS, social media contests, and group deal sites.
Perhaps I’m jumping the gun a bit here, but you can agree with me that the marketing of 10 years ago is so drastically different from that of today, and the shift is only beginning. When you are crafting or executing your Marketing strategy, think about how you can be more interactive with your target engagers. That may give you more ROI and a better reputation in the long term.
Sandra Garcia has executed Publicity campaigns for some of Vancouver’s biggest events, including the EAT! Vancouver Food + Cooking Festival. In 2012, she launched Conscious Public Relations Inc., a brand that reflects more of her personal values. Its mission is to change what we see in the media and online by communicating client stories clearly and consciously.