Have you always wondered, "What's the difference between a press release and an advertisement"? As a business, understanding the difference between “Buy my product” and “This company has a great product that you should try”. Most businesses are aware that they need to promote their product or service to tell their story and attract customers. While some believe that the best method is advertising, others put more effort into PR and press releases. Many companies believe that the two terms are basically the same thing and can be used interchangeably. However, advertising and press releases affect your customers in distinct ways and at different points on their decision-making journey. Understanding the benefits and differences will help you to better influence your target audience and in-turn, increase both awareness and sale. How advertising and press releases should be used An advertisement is written for your target audiences. This could be moms, dads, kids, businesses or other key stakeholders. You need to craft your message and carefully select your platform to speak to the right audience. The only audience for a press release is the news media. A press release is not an advertisement; it’s a way to promote your news. Therefore, your target audience is journalists and you need to design your messages to speak to them specifically. With an advertisement, you’re selling your product or service directly to the audience in which you are targeting. When you create a press release, you’re promoting an idea for a story. Consumers don’t want to read your press releases. To them, it will seem like a long advertisement filled with extra information they don’t really need. Journalists don’t care about your advertisements. They aren’t interested in hearing your slogans, taking [...]
According to a Marketwired survey of 120 stockholders, financial and market analysts, financial advisors, individual traders and fund managers, young portfolio managers are increasingly relying on social media as a source of information for their investment decisions. In total, 40% of those surveyed by Marketwired reported using social media as a source of information. That percentage increases to 60% among young portfolio managers under the age of 40. These young professionals are three times as likely as their older counterparts to say that the information they obtain from social media is typically credible. This generational shift may compel companies to change their policies in relation to social media. Of the young portfolio managers surveyed, 49% say that the companies they work for currently block access to social media websites. As a result, 39% of respondents say that they check social media sites on personal electronic devices during the course of the workday. The results of the Marketwired survey correspond fairly well with the data from prior studies of social media use by young portfolio managers. A previous survey conducted by Accenture, which surveyed 400 financial advisors, found that approximately 50% of these individuals use social media to communicate with clients on a daily basis. The same percentage of respondents say that they have used social media to get new clients. On the client side, a study conducted by Cogent Research found that 34% of affluent investors use social media, including sites such as Facebook, Twitter, LinkedIn, YouTube and blogs, as a source of information for personal finance and investment decisions. Amongst this group, 70%, or 24% of the total, indicated that the information they get from social media has led them to shift investments. Social [...]
While the JOBS Act will be a non-event for many larger, established funds, some are planning to leverage the opportunity. The hedge fund world has long awaited the time to explain the value of their strategies with many focusing on value, alpha, downside protection and consistency. Although it seems the years of high-flying returns for hedge funds are largely an afterthought ( at least for now), many hedge funds will now be able to market their value propositions i.e. diversification and uncorrelated returns. To extend, this is a big opportunity for firms to establish brand messaging about not only uncorrelated returns, but strong risk management and alpha generation with limited directional risk taking. Phrases like, " 20+ % annualized returns and zero correlation to equities", are going to be power statements that funds can use to attract investors.
Facebook, in addition to a redesigned News Feed, is rolling out an updated look to the Facebook Timeline. The new Timeline is split into two columns, with different tabs for accessing information about your Facebook profile. It’s a bit more readable and gets rid of some of the clutter. Last month, Facebook redesigned its News Feed to have larger media elements and basically remove the “clutter” from the News Feed. Facebook announced the change to Timeline last month, but it looks like it’s starting to roll out in force this week.