How a digital revolution has shaped the world of PR

How a digital revolution has shaped the world of PR

How a digital revolution has shaped the world of PR 1600 1066 Sean Cullen

As digital tools have become more embedded and accessible in our society over the last few decades, the percentage of firms using these tools, in conjunction with their marketing strategies, has also increased. The reason for their increasing popularity is down to the wide scope of benefits that they can offer.  These range from increasing brand awareness to its low running cost and measurability. The following statistics can put into context how influential digital marketing has become and how much it will continue to grow in the future:

  • The global digital advertising and marketing market was estimated at $350 billion in 2020 and is projected to reach $786.2 billion by 2026.
  • 63% of businesses have increased their digital marketing budgets just this past year.
  • 72% of overall marketing budgets get put towards digital marketing channels.
  • 55% of marketing is digital. Total digital advertising spend in 2021 was $436 billion versus offline advertising at $196 billion.

One sector’s practices that have changed dramatically as a direct result of the advancement of technology and digital marketing, is PR. For years the channels used to increase awareness and manage reputation for your brand would include the general press, printed publications, TV and radio. However, as the digital revolution has changed the way in which people approach the way they work, relax and communicate, firms have realised the importance of including digital tools in their operations and the impact that this can have on their success.

Today, PR can be split into two types, traditional and digital. Traditional, referring to the channels mentioned above such as the general press and radio, and digital, which consists of Search Engine Optimisation (SEO), email marketing, social media marketing, Pay Per Click (PCP) advertising and more.

There are huge benefits to incorporating a part digital approach including increased brand awareness, increased traffic to your site, reaching your target audience more easily and improving search engine optimisation in order to gain higher search engine rankings above your competitors. These benefits have become more and more sought after as PR agencies, and their clients, realise the potential for success that can arise as a result of their use.

Two months ago, I began a digital marketing apprenticeship course, which has given me the opportunity to learn about the various areas that make up digital marketing. It is advised that apprentices should be constantly thinking about how the things they are learning can benefit their firm. My very first module put this idea in to practice as it revolved around the use of google analytics and how the data gathered through the platform can be used to determine how your firm’s website can be improved.

Within the space of a few months, it is clear to see from my studies, and the completion of my assignments, the practical benefits that digital marketing can have when applied correctly and in conjunction with the more traditional avenues that are used by both ourselves and our clients.