A service that integrates influencer marketing, native advertising, media relations and integration with the Social Media division brings Degordian a strategic approach to digital PR, emphasizing the importance of long-term planning of PR activities.
Anamarija Virant, a digital PR manager at Degordian, says the market needs for such a service are large and constantly growing.
“Today, there is a great deal of talk about the appearance of influencers as well as their importance for brands. They are aware of their importance and want to include them in their campaigns, but unfortunately, very few brands do it strategically and with a long-term goal. Because of the overwhelming number of branded releases, it is extremely important to create relevant and innovative content that will engage the audience. It should be emphasized that Influencer marketing is not branded content and it is important that content is tailored to the channel where the brand communicates. It allows brands to be more courageous and different from their usual way of communication. For the best results it is necessary to get out of one’s comfort zone.”
At this year’s Days of Communication, Degordian won MIXX in the Best Social category, and at the Weekend Media Festival they won the small SoMo Borac for the VIP YouTube Academy campaign, which was carried by influencers. The primary goal of the project was to address the Gen Z that spends most of its time on YouTube and are infamous for their disloyalty to brands, while the secondary goal was to build a modern brand image. The themes were presented through 19 lectures, two specials and one live quiz, and influencers lectured on all the segments needed to become a YouTube star.
Native advertising is also an important part of the digital PR strategy. Degordian believes that a strategic approach and integration of Native and Social Media activities can create not just short term, but also long term value for brands
Anamarija adds: “Native articles are subtly branded stories that people believe and which are interesting and useful in contrast to classic PR releases. The brand has to be in the service of content and a great trust of the client is necessary to do quality native content.
Given that it is characterized by a longer text form, it must be innovative and interesting enough for the target group. Visual attractiveness is crucial, there is a trend of growing use of video formats and the need for creating innovative content that will be relevant to the target group.”
The goal of the Degordian PR is to provide each customer with a PR strategy that meets the needs and communication goals of a particular brand, whether it’s about classic PR activities, native advertising, or influencer marketing.
