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The Influencer Divide�"why improving the marketer/influencer relationship is a must
글로벌 PR 에이전시 앨리슨파트너스, AI마케팅ㆍ헬스케어 연구소 설립
지난해 10월에 한국에 진출한 글로벌 PR 에이전시 앨리슨 파트너스가 마케팅과 헬스케어 시장을 공략한다.
A+P는 19일 AI(인공지능) 마케팅 연구소(A.I.Marketing Lab)와 헬스케어 커뮤니케이션 연구소(Allison Partners Healthcare)를 한국에 설립하고, 디지털 기반의 지능형 마케팅 및 헬스케어 시장에 뛰어든다고 19일 밝혔다.
연구소 설립을 기념하기 위해 방한한 스콧 앨리슨 CEO는 “기술 분야의 전문성을 기반으로 디지털 마케팅 및 디지털 광고 시장의 효율성을 극대화할 수 있는 AI 마케팅을 한국에 선보이고자 한다”며 “앨리슨만의 콘텐츠 개발 경쟁력과 함께 급변하는 소비자들의 컨텐츠 소비 형태에 빠르게 대응해 고객들이 소비자와의 접점을 놓치지 않도록 최첨단 기술을 활용해 지원할 것”이라고 설명했다.
AI마케팅 연구소를 총괄할 윤세영 부사장은 “디지털 마케팅은 소셜미디어 운영 등의 온라인이나 모바일에서 일어나는 단순한 활동을 말하는 것이 아니다”라며 “디지털 마케팅은 소비자의 행동을 정확히 분석하고 소비자의 요구에 적합한 광고와 커뮤니케이션, 마케팅 믹스를 진행하는 것이며, 이러한 진보된 마케팅 활동은 AI기술로 완성될 것이다”라고 설명했다.
헬스케어 전문 커뮤니케이션 연구소는 앨리슨 파트너스의 최신 디지털 분야를 접목해 온ㆍ오프라인 헬스커뮤니케이션 전략, 디지털 헬스케어, 바이오 등 4차 산업 혁명 시대에 부합하는 새로운 헬스 커뮤니케이션 서비스를 선보일 계획이다.
READ MOREThe PR Industry's FOFO Problem: "Fear Of Finding Out"
Allison+Partners Finds Divide Between Influencers, Marketers Hampering Success
“There is a huge gap stalling what could be the full potential of influencer marketing,” said Brent Diggins, managing director of measurement and analytics, adding that “there are a lot of different points where we found this gap.”
READ MORE
Content As a Differentiator
Success in marketing always requires the ability to overcome challenges. That's as true in the B2C arena as it is in the B2B world. However, B2B marketers face numerous challenges that their B2C counterparts do not. B2B products are often highly complex, buying-decision chains involve more people, customer bases are narrower, and purchase cycles are longer. At the same time, business-serving industries like technology and consulting services are crowded with participants and extremely competitive.
"For B2C marketers, emotion still drives purchase, and tuning your message to deliver peak emotional potential for your audience can have an impact that's quantifiable quickly," says Kevin Nabipour, partner and managing director of content strategies at Allison+Partners, a global marketing communications agency. "For B2B, however, nurturing cycles are long, and ROI takes time to cook."
READ MORE2019 Trend Forecast: Technology
From Bird Box to Tide Pods: When your product becomes part of a viral challenge
By: Diana Bradley
Just as the stars of Netflix’s "Bird Box" have to protect themselves from unseen threats, brands must be ready to defend themselves from completely unexpected, and at times unimaginable, scenarios.
The latest hazard brands need to add to the crisis playbook? Being given a starring role in dangerous viral challenge videos.
READ MOREMarketing Mistakes: Chasing Quick Wins Over Long-Term Success
2019 Trend Forecast: Consumer
Best Places to Work 2018
PRWeek’s annual Best Places to Work initiative honors the top agencies and in-house teams that were ranked a cut above by their associates on important issues including workplace culture and salary.
To see how your organization stacks up against the competition and to gain insights from recruitment pros and industry executives about what they see on the hiring front, check out our Best Places to Work Premium Edition.
READ MORELocation: San Francisco
Judges and staffers alike were impressed with Allison+Partners’ employee improvement and advancement options.
The globally implemented Allison University program is rated as one of the best by employees.
"I’ve been so impressed with the professional development offerings, including Allison University, the global exchange program, outside training reimbursement, and the leadership academy," said one employee.
One judge noted that, with high marks for its management and ability to establish a strong morale, Allison+Partners’ staffers clearly feel their leaders listen to them and are receptive to their ideas.
One staffer called the work-life balance at the firm "ideal." Allison+Partners lets employees work from home, offers unlimited paid time off, and allows everyone two hours of work time per week to work out.
People are also given time off to volunteer and those who are at the company for five years get a one-month paid sabbatical.
"Families are very important to this company," explained one employee.
The culture is the biggest advantage to working at Allison+Partners. Employees are close, and it is common for them to attend each other’s big life events such as birthdays, weddings, and baby showers.
"The culture here is the best I’ve ever seen," said one employee. "People are happy to be here, to do their work, and to bond with their colleagues."
Originally posted on PRWeek.com.
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