What are Digital PRs and what function do they play for a Brand?

With the advent of the Internet, our way of life has radically changed and with a natural process, the world of Marketing has also changed.

The means and tools for reaching one's customers have changed and it has become much easier to sponsor a company's products to people, according to their interests, the searches they carry out on the Internet or by exploiting their links with pages and blogs on the web. Within these dynamics, a new professional figure was born who deals with both the management of relationships and the elaboration of a strategy aimed at reaching the greatest number of customers. A Digital PR takes care of just this: the ultimate goal of a Digital Promoter is to improve the credibility, image and visibility of the company for which it
vora. To do this, it is necessary that he is an expert in the SEO world and its dynamics.

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The tools used by Digital Promoters.

Thanks to the features that SEO tools offer today, a company's Digital PR is able to work effectively. For example, it is essential for a Digital Promoter to inquire about the perception that customers have of their company on the web, to understand its strengths and to correct image errors that have been committed in the past. Some tools of this kind are online surveys, proposed by the company to its customers, which provide a package of very useful data for those who have to deal with sponsorship and communication on the web. There are also data analysis software, to put an ear to what people say about the brand.

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The importance of Social Networks in marketing 2.0

One of the fundamental skills that a digital pr must absolutely possess is the deep knowledge of the means proposed by the Social Networks, the dynamics that govern them and the ability to analyze the automatically collected data. Anyone who owns a page or a group on Facebook, for example, can check the progress of factors such as visibility, the number of members obtained in a certain period, engagement and a collection of data that define trends in the various sectors. For this reason it is essential to focus on leading figures in the world of social networks: the Influencers. The term, which is Anglo-Saxon, defines exactly what these people are capable of doing, that is, influencing the choices of the followers who follow them. For example, if an Influencer who is highly followed by the female public sponsors the lipstick of a certain brand, he is inevitably making him the best of advertisements, since it directly points to a communication that is based on the relationship of trust between the user and the Influencer. A Digital PR therefore, in addition to managing communication with customers, must know how to select the best Influencers for the slice of users they want to address on the web.

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What are the most important Social Networks nowadays?

As we said earlier, a digital promoter has the task of managing communication with customers. Therefore it is said that he must be a Social Media Manager, listen, respond and capture the attention of users on the web, which today is one of the most effective means of sponsoring a corporate brand.
The Social Networks that today give companies more visibility on the web are: Facebook, Google Plus, Twitter, Linkedin and Instagram. But since online communication sums up all the contents of traditional Marketing, making them extremely more immediate, a good Digital PR must be able to produce quality, interactive and interesting contents. One of the most used tools in recent years to attract customers' attention is the use of images and videos, which talk about trendy topics, sometimes in an ironic key and sometimes in a more reflective key. In fact, depending on the sector and the customers who follow a certain brand, the direction that the Digital Promoter must give to the corporate image must be adjusted.

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Other useful skills that define a successful Digital PR.

To optimize the online marketing strategy, the Digital Promoter must know how to work inside and outside the social networks. For example, a figure similar in some ways to that of Influencers are bloggers. Anyone who owns a well-established blog manages to establish an ongoing relationship of trust with their readers, perhaps even more intense than what is formed between Followers and Influencers. In fact, a blog requires continued interest and the sharing of content that certainly captures the interest of readers. If this were not the case, the Blog would not have a certain number of fixed readers. Digital pr must therefore know how to select the most effective blogs to sponsor their brand, trying to communicate in a professional manner with bloggers who are to all intents and purposes the entrepreneurs of their project. By pooling their ideas, a common sponsorship strategy will need to be developed
, which can be one-off or continuous, depending on the situation. The most important factor is that the message transmitted to the readers of the blog is as natural as possible, that it happens organically to the type of content published by the blogger. In fact, if it turns out to be a pure marketing communication, the emotional involvement of the readers will be lost, which is one of the fundamental and most interesting aspects of online marketing.

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