Digital PR or Digital advertising – the debate continues - Showtime Digital

Digital PR or Digital advertising – the debate continues

12 November 2018 Read 98 times

There’s a lot of confusion when it comes to looking at different agencies and figuring what’s the best fit for your company. You have a desire to launch a campaign and really want to get traffic to your website, to ultimately gain enquiries that turn into sales. Or perhaps it’s all about having a brand presence for a new launch of a product/service?

Making that first step and reaching out to agencies is confusing and overwhelming, especially when they are all preaching that their strategy and channels will give you the best ROI and bang for your buck.

So, what does happen when you’re faced with the option of digital advertising or digital PR? They both have a digital marketing presence. So how do you know which service is the right fit?

Digital PR in a nutshell

PR plays an integral role in Brand Awareness and always will.

Traditional PR is all about relationships, relationships! Who you know, what Journalist you wine and dine, shower with gifts adorning a very neatly placed press release. All for that page 3 headline in their respective publication.

The truth be told digital PR is now teetering into the world of paid digital advertising.  It’s still all about getting key writers and publishes to pick up your press releases and give you a  write up. However, the inboxes of influencer marketing agencies are being briefed as well as bloggers alike. This makes it harder to distinguish what the PR service can actually deliver to your brand. The channels out there seem endless and becoming more like a paid Instagram post rather than that carefully crafted piece of content for a selected audience.

PR ROI value has always been another debated topic on the grounds of it traditionally having a higher value metric ROI than its paid counterpart.

So what’s the difference between the both and why does PR value itself in a higher bracket?

Digital Advertising – your straight shooter

What you see is what you get with digital. It’s a transparent beast which is accountable for every click channel and transaction attributed to its campaign. Digital works on the targeted, time, day behaviours and habits of the consumer. Which allow you to track monitor and optimise for the best results. It gives you the opportunity to really learn about your consumers and what images, copy, placement and channels directly target to trigger your consumer.

Digital advertising works on all scales of the marketing funnel and unlike its PR counterpart allows you to dive deeper into the consumer behaviour and targets your campaign and messaging down to a tee.

It’s all about the vision of your campaign and what objects you set for it. 

Metrics focused:

If you’re all about the ROI and understating where your dollar is being invested, then Digital Advertising is the way to go. With the ability to access real-time dashboards and metrics, for quick evaluation and optimisation. 

PR is fantastic for the initial reach and awareness stage and especially digital PR with articles being shared through social media feeds and algorithms. The reach is organic however it can’t be guaranteed that it will reach all of your desired target markets. At the end of your campaign, your PR agency will collect all the data from your published articles and present you with a Post Analysis.

Some of the most successful campaigns I have seen and worked on have had a combination of both digital and PR. They play an integral role in supporting each other. As to why PR puts a higher ROI value on its campaigns? Well that topic is still up for debate..

Still undecided on your next steps on what your digital channels should be? More than happy to have a chat to work out the best strategic approach for your next digital marketing campaign.

Laura Williams

Laura is a digital native with a broad portfolio of award-winning campaigns. From working in publishing, production and agency, she has a knack for understanding what drives consumers in a noisy digital world.