Tag: brand credibility

In the B2B technology sector, the old Public Relations (PR) playbook has become obsolete. The days of measuring success by the sheer volume of media mentions are long gone. Today, an effective modern tech PR strategy is not just about getting your name into a headline. It is about strategically building undeniable brand authority until you become the headline. This marks the difference between pushing and being pulled.

With the public influence of online as an atomic conduit of marketing, Word of Mouth Marketing (WOMM) is no longer reserved for the offline arena. Digital integration has made online an adrenalised distribution channel that bullet-trains references, commodities, recommendations and reviews through communities and economies.

A company’s online presence can make or break a business, and in today’s business world, a company without an online presence is practically non-existent. This is why having a well-managed online presence is one of the most effective and advantageous strategies for a business to implement.

For over a hundred years, Kodak held a near-monopoly on the manufacture of cameras and photo production. In 2007, the introduction of the digital camera resulted in film camera sales falling to almost zero, which led to the company filing for bankruptcy in January 2012.