Recent research indicates that influencer marketing can generate 11 times greater ROI than more traditional strategies. Unlike conventional tactics that push a message in front of sometimes reluctant audiences, influencer marketing delivers your message via credible, authoritative experts to audiences who trust their content over that from brands. Moreover, influencer marketing is more critical for B2B than for B2C: With B2B purchase price overwhelming B2C’s, word of mouth and endorsement is critical to the former’s success.
PR experts are attuned to the momentum of the media. We understand that in order to present a compelling package to any journalist - a story that gets them interested, it takes research and requires having all the tools, especially a messaging document and “quotes on demand” – ready to deploy at a moment’s notice.
Retaining a PR firm with the expectation that they’ll hit the ground running without knowing and understanding your business from start to finish isn’t realistic.
Even the savviest public relations professionals who have worked in your industry for many years require mindshare to get started and not just from the CEO. They may need to hear from your executives, sales force, current clients, and even prospective customers. Successful PR requires a highly collaborative approach.
Have you ever booked a hotel on Kayak or ordered a food processor from Amazon? These are all classic examples of business to business to customer (B2B2C), in which the manufacturer sells a product or service to the channel or route to the customer, making the latter’s end-product more valuable to the consumer.
At the end of the day, businesses market to people, not to faceless decision-making committees or a bunch of same-demographic consumers. Whether you’re selling to CEOs or stay-at-home dads, your marketing should speak to individual customers - think “human” instead of “the client” or “the client company” - each with his or her own tastes, interests, expectations, preferences, life, and work situations.
Consumers are overwhelmed with offers – WhatsApp ads, retargeting, Facebook and LinkedIn ads, text messages, and some even still watch TV and listen to the radio. In today’s super-competitive climate, if you want to get prospects’ attention and money, you’ll need to hook them with highly targeted messages wrapped in something:
The news situation is in flux right now. The demand for news is increasing – web traffic was up about 23% at top news sites the week of March 9 from the previous week and up 31% from the week of Jan. 6, and fewer subscribers are canceling. However, many U.S. national and global news outlets are cutting back to skeleton staff due to plummeting ad revenues.
Want to break through the clutter? Want to rise above the market noise?
Are there too many cybersecurity companies for our own good? Some have become unsustainable as others have gone under. It seems ironic that cyberattacks - the biggest threat to both organizations and nations - have given rise to a global cybersecurity market whose value is set to swell to over $300B by 2024 and VC funding that hit a record high $5.3B in 2018. Should be good news, right? However, the unrelenting waves of cyberattacks and the increasing need to mitigate security risks has also given rise to more than 1,500 cybersecurity companies, whose marketing messages are now flooding -- make that clogging -- an already congested vertical.
K2 Global Communications has been working with Israeli technology companies for more than 15 years. As such, we have a good overall perspective on the key industries and players in the Israeli ecosystem.