Natural communication is more appealing

By Robert Wheatley

Do you want consumers who engage on-line to visit your Web site, consume information on your brand and follow-through to buy your product? According to a recent article at eMarketer, the best route to victory may not be through the advertising path.

A recent poll by Opinion Research Corporation finds that brand mentions in on-line articles are more likely to engage their intended audience and cause them to act, versus banner and pop-up ads, email offers and sponsored links. Once again there is mounting evidence this PR-driven form of communication holds court over push messaging in ads and offers.

The advice to marketers: don’t undercut your investments in PR communication in the on-line world, in favor of paid ad outreach.

What is it about articles?

Articles at once carry the demeanor of authorship and therefore the investment and credibility of its writer. People intrinsically respect articles as a reliable source of education and knowledge. Information and ideas are presented in a conversational fashion that allows the reader to consume, judge and form their own conclusions. They feel in control of the process. And conversely they don’t feel like they’re being overtly sold and thus manipulated by a third party.

We seek out and collect information because it makes us feel good to be knowledgeable. We have an innate thirst for understanding and so articles quench the desire to be aware and in touch.

Study sponsor ARAnet President, Scott Stevenson reports, “More than two-thirds of the respondents between 18 and 34 said they conduct Internet searches for products or services they read about in on-line articles either frequently or somewhat frequently.”

The channels of effective communication are changing. The arena for engagement is fast becoming digital to be sure. But the basic drivers behind the human desire for information and ideas remains a constant. Content is king. Challenge your PR team to devote more of their energy and attention to securing coverage in on-line venues. Optimize your spending to make sure you’re not leaving on-line coverage opportunities on the table. And remember, brands are now content creators so you don’t need to rely solely on other voices to tell your story.

The form, style and context of the message will matter as much as the message itself. What do you think?