The Internet: A PR Pro (and Shopaholic)’s Best Friend
By: Gabby Cox
I recently came across an article on Mashable that really stuck with me, as it highlighted the importance of online PR and marketing practices: 45% of Shoppers Buy Items Online They Wouldn’t In Person [INFOGRAPHIC].
As a self-professed shopaholic who can spend an entire day at the mall or at Target, the 45% statistic seemed high. Then, I realized that the last three birthday gifts I’ve given were all bought on Amazon, that I look through Groupon deals on a daily basis, and that I “window shop” much more online than I ever do at the mall. Without really ever thinking about it before, I’m just as much of an online shopper than I am an in-person consumer.
So what does that mean for me as a PR professional? Considering the holy grail of media coverage is usually thought of as an in-print feature, this infographic (and the realization of my own shopping habits) truly sheds light on the importance of promoting and marketing a product online. With so many people connected online, PR pros should always remember that the Internet is an effective medium to get the word out about a product, and to help clients drive sales.
For our B2C clients, we leverage the popularity of online channels by reaching out to web editors with product pitches, publishing announcements on social media platforms, and implementing a review program amongst frequently-visited sites.
Although these are practices we already implement, I always find value in keeping up with the latest consumer data – not only does it often validate our work (especially when people find it hard to measure PR efforts), but it allows us to tailor and prioritize our strategies moving forward.
Check out the infographic below [Credit to marketing research company, Lab42]: