What determines the effectiveness of a PR campaign in 2021?

[sumaiyakhatun29]

How to evaluate digital effectiveness when old strategies don't work
08.11.2021
Reading time: 12 min
5.0

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Working, we expect results. How else? We have set up SMM, agreed on backlinks, optimized the site taking into account SEO requirements, and regularly publish exciting content. But what if Google does not notice our efforts and customers are not very eager to buy the product?

In the article, we will talk about how to evaluate the effectiveness of digital and PR campaigns, using this data to develop an IT brand.

Three internet marketers are talking. The first one complains:

– We have mastered multichannel marketing, we create robots, the product is at the top. We fired an SMM specialist, hired another. We “bombard” Facebook and LinkedIn every day! But where are the customers? We give up… Sometimes it seems that digital analytics is a waste of time.

His friend works in IT and is involved in digital PR. The PR person is not only responsible for the brand's image. He was tasked with finding clients and bringing interested people to the Sales team.

– I offer potential clients a demo of the product, in return – a review. Standard china rcs data practice. People test it, praise it. But it doesn’t get to the point of sale.

The third marketer asks a reasonable question:

– What does your teammate say?

The management's reaction is predictable:

– You have to be a fan! Tell everyone how cool our product is. How come there are no sales? So, look for new channels for PR.

Here the third marketer literally explodes:

– Look, I’m a fan! I live by our product. When asked “How are you?”, as in a joke, I tell you what new feature we launched. And there’s no result either.