There are many bench trainers who think they know everything about it marketing and public relations, but as in all disciplines, there must be a know-how that must prevail. Fernando Batista, founder and general manager of the digital public relations agency and marketing integrated Do It On and also President of Digital Marketers – Portuguese Association of Digital Marketing Professionals, has just been launched The practical dictionary of marketing and public relations.
a tool of marketing, marketing digital, advertising and public relations useful for professionals in the field, as well as CEOs, entrepreneurs and students. “How often do we leave meetings or conversations with someone in these areas feeling frustrated or completely lost by the myriad of technical terms that were mentioned and that we don’t know what they mean or what they are for?” ask the author. The technical jargon used does not facilitate the mission and the dictionary aims to put an end to “the confusion in the message being conveyed”, explains Fernando Batista. With more than 3,000 drafts across 432 pages, the book was launched this month at the AIP Foundation’s headquarters in Lisbon. The DN has spoken to the specialist.
What are the terms that most confuse readers in this discipline?
There are several terms that confuse readers, but more than confusion of terms, we have a problem with basic concepts in marketing that leads to massive confusion and different interpretations, but let’s start with one that should be clear: CRM. the CRM, customer relationship managementit’s more than sales support software, it’s a management attitude and style marketing so we put the customer first.
Another that needs to be clarified and demystified is the term and activity of public relations itself. Public relations is not “disco ticketing”, it is a science-based activity with specialized processes aimed at creating a positive reputation for a brand. Public relations is an activity that goes beyond producing parties or events. There are many more, and they are all clarified n “O Practical Dictionary of Marketing and Public Relations.
What public relations myths do you need to dispel?
The main myth is that public relations and press relations are focused on television. Of course, television is the communication medium of choice to create recognition in the shortest possible time, but a PR campaign must be focused and based on integrated strategies, planning and implementing different communication channels, formats and tactics. to create brand awareness, but also to sustain it in a positive way over time. There is no point in making a noise, because we are in the age of relevance and constancy. It is the brands, whether commercial or personal, that have more steadfastness and that communicate more relevant content that gain more recognition and better results in the marketplace.
Which marketing terms have fallen out of favor in recent years? And what new terms emerged?
O marketing has suffered much from the temptation of The next big thing, where you are always looking to the future and what are the new trend-changing brand activities. This means that certain terms have really fallen into disuse, especially those that are more connected to more classic marketing models and cannot adapt or adapt to the new digital reality of communication, such as above the line and the bellow-the-linenow everything is online!
Currently the departments of marketingagencies and their managers are increasingly aligning themselves with integrated concepts marketing and communication that lead us to terms like paid media, owned media, earned media, shared media, but which are really a new approach and amalgamation of activities that have been done before.
O marketing digital requires digital literacy. What are the key conditions to perform well in this area?
O marketing however, digital requires extensive digital knowledge due to the aggregation ability and specialization of the different tactics and actions of marketing digital, each area has very specific terms you need to know. Of course terms in the field of digital performance and social media management stand out, such as landing pages, call to action, involvement. It is interesting to see that with the evolution of the different areas, the most relevant terms are again management terms reporting to KPIS (Critical Performance Indicators), CAC (customer acquisition cost), LTV (lifetime value).
At the marketing and public relations, what is the big challenge for you this decade?
The current major challenge, which will continue for the foreseeable future, is related to capturing the attention of target audiences. It is not enough just to create communities around commercial or personal brands, it is also necessary to provide value-added content that leads to attention retention and promotion of brand values.
Brands that do not invest in the development and promotion of their values and culture will not be able to meet the challenge of the next decade. It is the dissemination of the brand’s values, with an activity that is authentic and close to the target groups, that will lead to a greater authority that will make it possible to do business.
Source: DN
