For decades, the East German city of Leipzig was famous for its tough winters and its vibrant nightlife. But the past 10 years have seen a cultural shift, with the city focusing on its burgeoning art and design scene.
In 2011, the population of the city was 418,000. Today, that number has more than doubled, with around 889,000 residents calling Leipzig home. The city’s nightlife is now a major tourist attraction, drawing visitors from across the globe. There’s even an official app for smartphone users, detailing events and attractions across the city.
The economic impact of this cultural shift is impressive. In 2018, the total economic value added in Leipzig was 510 billion Euros, with 75% of economic output generated from services and retail, followed by manufacturing. Even the city’s traditional industries, such as chemicals and pharmaceuticals, account for a significant portion of the city’s total economic output.
Why Online Marketing?
The rise of digital marketing has seen traditional methods of marketing evolve to become more innovative and interactive. While radio and TV advertisements remain popular, digital marketing allows brands to target the right audience at the right time, and with the right message.
Traditional methods of marketing rely on one-way communication, with the message delivered to the audience, and rarely include any form of interaction or engagement with the consumer. However, digital marketing allows for two-way communication, encouraging consumer participation and enhancing the exchange of ideas and information.
Furthermore, with the ability to target a wide audience and engage with them online, digital marketing provides the opportunity to enter highly competitive markets with a relatively low marketing spend. Although the Internet has numerous benefits, it can also be used to perform malicious acts, such as identity theft and spamming, which threaten the security of individuals and companies. To combat this, it is essential to invest in a good spam filter and implement effective email privacy policies.
The Growth Of Online Marketing In Leipzig
The growth of online marketing in Leipzig is evident from a look at Google Analytics. Between 2011 and 2018, digital marketing grew from 4.5% to 17.5% of all marketing spend.
Forrester Research predicts this trend will continue, with digital marketing representing 18% of all marketing spend by 2022.
Why Do You Need A PR Agency For Your Business?
Just like any other industry, the PR industry is going through massive changes, with new platforms and digital tools transforming the way public relations work and how businesses interact with journalists and the public. As well as traditional marketing agencies taking the step up to the digital world, entrepreneurial spirit and a desire for innovation have led to new firms and platforms springing up.
Traditional PR agencies offer a wide range of skills and experience, which can help businesses get noticed by the right people and gain the benefits of publicity. Traditional agencies will continue to exist, but businesses must have a clear idea of what they want from a PR agency and be prepared to pay for results.
The PR Agency For You.
If you are looking for a PR agency to help grow your business in Leipzig, consider these 5 tips on what to look out for:
1. Established Reputation
The first thing you need to do is establish reputation. The best way to do this is by gaining some accolades for your business. If possible, get some awards from prestigious institutions. If you aren’t accredited, it won’t be easy for journalists to write about you, and your marketing material will struggle to make an impact. Established reporters are more likely to write about and feature successful businesses with a strong track record.
2. In-house Creative
You also need to have some talented people working for you inside the company. Ideally, you want to have a team of writers, marketers, and designers all working together to create materials for your PR campaign. This type of in-house creative team can help you circumvent the issues that come with outsourcing. When you outsource, you lose a certain level of control, as you cannot ensure the work will be of a high quality. Creative people generally have high degrees of independence, which means they will only collaborate with people they feel comfortable working with. If you want to succeed in business, develop a talent pool of in-house creative individuals who can help you plan your marketing strategies.
3. Track Record
When establishing your business in Leipzig, you need to have a clear idea of what type of press you will need to attract. In general, you want to target local and regional press, as well as media in neighboring countries. The best way to do this is by building a track record. To create a track record, you need to have media coverage in reputable publications. The best way to get coverage is by pitching your story to journalists at small and mid-sized newspapers and magazine. Once you have a small number of articles, build on this and approach larger publications. A track record will give you credibility when pitching future stories to journalists. Moreover, by creating a track record, you build a reputation, as well as give journalists content to work with.
4. Digital Marketing
Marketing across digital platforms is becoming more prevalent every day, with 58.2% of American adults now regularly using the Internet to learn about brands and products, according to a HubSpot survey.
Traditional forms of marketing, such as radio and TV ads, are still very effective and popular, but more and more people are turning to digital platforms to find the products they are looking for. Your Internet marketing strategy should be focused on driving prospective customers to your website, where they can learn more about your products and make a purchase.
The growth of e-commerce in recent years has seen a dramatic rise in online marketing, with 62.2% of American adults saying they use the Internet to buy products or services, according to a HubSpot survey. This is a clear indication that digital marketing is here to stay and that traditional methods of marketing will continue to evolve and transform.
Last but not least, you need to make sure that you are measuring the success of your online marketing campaign. To do this, set up Google Analytics for your website and measure the results of your efforts. Google Analytics will give you comprehensive insight into the performance of your website, as well as the success of your online marketing campaign. If possible, set up Google AdWords, which allows you to track the performance of your ads and determine which campaigns are generating the most leads.
A strategic PR campaign can help businesses succeed in Leipzig and beyond. By following these tips, you will be able to find a reputable PR agency that can help you plan and put together a winning campaign.