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Over the course of five (5) years, the number of marketing solutions residing under the marketing technology landscape has multiplied to beyond the 3,500 mark, starting with only 150 back in 2011.

This supergraphic speaks for itself:

One word to describe this visualisation of the martech space produced by Scott Brinker of ChiefMartec blog: overwhelming. It’s a huge explosion! Many saw the potential, and jumped onto the wagon for the gold mine. The question is, what’s driving this continuous growth of the marketing technology landscape? Brinker speculated that it’s because “the scope of marketing has grown, probably by an order of magnitude, and the scope of software success has grown as well.”

What’s in it in terms of reach? Initially, which was almost a decade ago, we had email blasts; one of the few methods available for companies to reach out to their audiences. Though email blast is indeed relevant as ever, these days you can achieve the same objective with different approaches and methods (eg: Whats App, Facebook, Twitter, etc.), which potentially can generate different set of outcomes; thanks to the growth of this industry.

Now what are the implications of this for PR?

Well for certain, it does offer wider choices of platforms for us to communicate to our audience, especially for our clients. There is an array of unexplored opportunities within the landscape to get our clients noticed, and their messages heard. Better digital media outreach is in demand, and PR practitioners are well bestowed to incorporate some of these solutions into their communication plan.

But aside from all the benefits; with this influx of solutions, public relations practitioners risk diluting the message in the process, which ultimately make things harder to think through. It becomes a challenge to promote clients due to the different communication rules associated with each platform. You have to limit yourself to 140 characters on Twitter; you need to work with visual storytelling and hashtags on Instagram; you need to capture attention in the first five-second of a video on Youtube.

But regardless of the challenge that each platform presents, the core PR skills of creating content and storytelling still remain relevant. It’s all a matter of learning and adapting to the different rules. In crafting stories, the way for us to approach it effectively is to know both our audience and journalists well. Print media is relatively easy for this task considering its magnitude, but for the abundance of online portals and platforms, it can be a bit of a challenge. So how do we do it?

It’s up to us to critically evaluate which out of all the solutions offers the best opportunity in terms of traffic, and then work outward from there. 


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Fithri Faisal is a Public Relations Executive at Orchan Consulting. He is dedicated to having fun in the pursuit of delivering excellence. To Fithri, public relations is just one of a plethora of integrated tools a brand can use to get its name out there, and he is here to assist with making that happen for clients. If he’s not at his desk, he’s most likely sipping tea somewhere contemplating life (and business).

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