Public relations can be a powerful tool for building brand recognition, increasing credibility, and enhancing a company's reputation. However, it is important to recognize that PR efforts do not directly drive leads or sales. Instead, the primary goal of PR is to provide third-party validation of a company's products or services, which can be used to support lead generation strategies.

PR efforts such as media coverage, press releases, and bylined articles can help to establish a company as a thought leader in its industry. This type of exposure can increase brand recognition and awareness, which can in turn support lead generation efforts, as well as helping foster strategic partnerships and acquisition.

Another way that PR can support lead generation is by providing social proof. When a company is featured in a reputable publication or receives positive reviews from customers or industry experts, it can create a sense of trust and credibility. This type of validation can be used to support lead generation strategies by providing potential customers with evidence that the company's products or services are worth considering. By leveraging this social proof, companies can increase the likelihood that potential customers will convert into actual leads.

When international companies are entering or marketing to Southeast Asia—especially when it’s across multiple countries—they need to understand the diverse cultural, linguistic, and economic landscape of the region in order to develop effective marketing communications strategies. One of the most important aspects of marketing in Southeast Asia is building trust with customers. This can be achieved by developing relationships with local communities, understanding their values and customs, and tailoring messages accordingly. For example, in countries such as Thailand, Indonesia, and Malaysia, respect for authority and hierarchy is important, and marketing messages should be crafted in a way that reflects this cultural norm.

Another key consideration for foreign companies operating in Southeast Asia is the use of technology and social media. Southeast Asia has one of the highest rates of social media use in the world, and businesses need to leverage this channel to reach their target audiences. However, they also need to be aware of local regulations and customs when it comes to social media, such as the prevalence of fake news and the use of influencers. Effective marketing communications in the region require a deep understanding of how to navigate the digital landscape in each country.

Additionally, foreign companies need to understand the importance of localization in Southeast Asia. While there may be some similarities between countries in the region, each country has its own unique cultural and linguistic characteristics that need to be considered when developing marketing strategies. This may include translating content into local languages, adapting marketing messages to local customs, and using local imagery and symbols to connect with customers. Companies that take the time to truly understand and connect with their target audiences are more likely to be successful in Southeast Asia's diverse and rapidly evolving market.

Foundeast is an integrated marketing communications agency with offices in Bangkok and Ho Chi Minh City. We support our clients across social marketing, influencer marketing, digital and out-of-home advertising, web development, video production and photography, event production, and across virtually any area which is critical to their business success.

When strategizing for marketing communications campaigns in Bangkok, consider the city's high population density and prolific public transportation. With over 10 million people in the city, many of whom ride the BTS Skytrain and MRT Subway daily, you can effectively grab attentions as people go about their daily commutes—reaching them not only via out-of-home advertising, but also on their mobile phones.
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The BTS and MRT see millions of daily commuters, which means brands can reach a vast audience. To utilize these channels, develop visually appealing campaigns that capture attention amidst the chaos of the daily commute.

Moreover, with so many office and condominium towers in the city, marketers should focus on strategies that reach those who work and live in these buildings. For example, placing ads on screens inside elevators, or on the exterior of these buildings can help increase visibility and impressions.

A key consideration for campaigns in Bangkok is the importance of localization. While the city has a diverse population, it is important for  international brands to understand the local culture and language to ensure campaigns are well-received. Using local influencers, for example, you can increase the effectiveness of your campaigns and establish credibility with your audience.
With so many people constantly on their phones while on public transportation, utilizing social media campaigns and mobile advertisin — especially when they’re looking to preoccupy themselves on trains — is an effective method of engaging a wide Bangkok audience.  

Off-page SEO is an essential part of any successful search engine optimization (SEO) strategy. Unlike on-page SEO, which focuses on optimizing your website's content and structure, off-page SEO involves improving your website's reputation and authority through external factors such as link building, social media marketing, influencer outreach, and online reputation management. In this ultimate guide, we'll explore each of these off-page SEO techniques in detail and provide actionable tips for  implementing them effectively.
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Link Building

Link building is one of the most important off-page SEO techniques. By getting other websites to link back to your site, you can improve your website's authority and credibility in the eyes of search engines. There are many different link building strategies you can use, including guest blogging, broken link building, and resource page link building. To maximize the impact of your link building efforts, focus on building high-quality, relevant links from authoritative websites in your industry.

Social Media Marketing

Social media can also be a powerful tool for improving your website's off-page SEO. By creating engaging social media content that attracts backlinks and social shares, you can increase your website's visibility and drive traffic to your site. To make the most of social media marketing, focus on creating shareable content that provides value to your audience and encourages them to engage with your brand.
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Influencer Outreach

Influencer outreach involves building relationships with influential people in your industry who can help promote your brand and content. By partnering with influencers, you can increase your website's reach and credibility, as well as generate high-quality backlinks and social shares. To identify and reach out to relevant influencers, start by conducting research on social media and industry blogs, and use tools like BuzzSumo and Followerwonk to find influential people in your niche.

Conclusion

Off-page SEO is a crucial component of any successful SEO strategy. By implementing the techniques outlined in this guide, you can improve your website's authority, credibility, and reputation, as well as drive more traffic to your site and improve your search engine rankings. Remember to focus on building high-quality links, creating engaging social media content, partnering with influencers, and monitoring your online reputation to maximize the impact of your off-page SEO efforts.

In 2023, agencies and companies looking to run the best public relations campaigns must adapt to a changing media landscape. With the dwindling number of traditional media publications, digital strategies are more important than ever. Foundeast integrates social media strategies with our traditional media campaigns to maximize reach, engagement, and awareness. Content is thereby reused and leveraged across multiple channels, increasing its value and performance.
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Company Transparency

Companies must prioritize transparency and authenticity in their public relations campaigns. Consumers are increasingly skeptical of traditional advertising and want to see genuine, honest communication from brands. Companies should be transparent about their values, mission, and practices, and ensure that their messaging is authentic and resonates with their target audience.

Long-term Relationships

Finally, companies must focus on building long-term relationships with their audiences. This means providing consistent and valuable content that educates, entertains, or informs their target audience. Companies should also engage with their audience by responding to comments and feedback, and be active in relevant online communities. Building a strong relationship with their audience will help companies build trust, loyalty, and advocacy for their brand.
In summary, the best public relations campaigns in 2023 will focus on digital strategies. By adapting to the changing media landscape and focusing on these key elements, agencies and companies can run successful public relations campaigns in 2023 and beyond.

TikTok has rapidly gained popularity in recent years, becoming the go-to social media platform for short-form video content—but it presents unique challenges for marketers looking to reach and engage with younger audiences:
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1. TikTok’s algorithm prioritizes user-generated content, making it more difficult for brands to cut through the noise and get their messages seen. This requires brands to be creative in their marketing strategies, coming up with engaging and relatable content that resonates with TikTok users.
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2. Another challenge for marketers on TikTok is the platform's stringent advertising policies. TikTok has strict guidelines around sponsored content, making it difficult for brands to advertise on the platform in a traditional sense.
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3. TikTok's target demographic is largely made up of Gen Z, a generation known for being skeptical of traditional advertising methods. Brands need to find new and innovative ways to reach this audience without coming across as pushy or inauthentic. This means incorporating user-generated content, influencer marketing, and other creative strategies that align with the platform's community-driven culture.
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Check out these five examples of successful campaigns on TikTok to get ideas on how your own campaigns can be successful:
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1. #invisiblemeal - the campaign from the World Food Program that helped create awareness of hunger (2.7 billion views)
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2. #TikTokUni - the campaign that gathers information about education (70.1 billion views)
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3. #DontTellMeHowtoDress -  create respect among women (42 million views)
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4. #CreateKindness - stop bullying campaign (1.7 billion view)
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5. #ForYourPride - LGBT awareness (7.3 billion views)

We’re fans of microinfluencer campaigns, using them with great results for clients across a range of business categories, from hospitality and FMCG to financial and real estate. For example, using only microinfluencers to market for one hotel client on Meta, over the past month we increased Reach on Instagram by 170% and on Facebook by 20%, with a 50% increase in Messaging.

Microinfluencers are a powerful tool for businesses looking to reach and engage with their target audience in a more personal and authentic way.

Their targeted followings allow brands to reach an audience that is more likely to be interested in their products or services, and to engage with them in a more meaningful way.Microinfluencer marketing can also be more cost-effective than traditional advertising methods, since our microinfluencers are usually willing to work with brands for relatively low fees. This can be especially beneficial for small businesses or startups with limited marketing budgets. In addition, microinfluencers often have a high engagement rate with their followers, making it easier for brands to connect with and build relationships with potential customers.

Microinfluencer marketing can help brands build credibility and trust with their target audience. They are often seen as more authentic and trustworthy than larger influencers. By partnering with microinfluencers, brands can tap into this perception and build a more authentic and trustworthy relationship with their target audience. In addition, microinfluencer campaigns can be more easily scaled and customized to fit the specific needs of each brand, allowing for a more tailored and effective marketing strategy.

Three ways to future-proof your digital marketing career.
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With technology ramping up every year to introduce newer and better solutions, and the rise of artificial-intelligence-powered tech - such as ChatGPT, a chatbot that can answer questions, produce copies, blogs, texts and even recipes; and DALL-E,  a system that can create realistic images and artworks from a description in written language. These tools alone can change the scope and job openings in digital marketing.
So, how do you make yourself 'not' obsolete, and what skills will help you remain employed when AI and robots take over?
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1. Pick up (or master) more than one skill.
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We have know the phrase "Jack of all trades, master of none," but did you know the second half of the quote is, "but oftentimes better than a master of one”? It's good to be an expert at something; however, it's a lot like putting your eggs in one basket. Diversify your skills.
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2. Adopt a lateral thinking mindset.
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Approach problems by using reasoning that is disruptive or not immediately obvious. This is advantageous because modern problem solving requires a mix of innovative and critical reasoning capacity. Start by following your passions and hone your skills with an open mind. For example, copywriters can pick up photography or videography to develop a creative outlook and fresher perspectives. This is the beauty of a fourth industrial revolution with technological assistance.

3. Be open to new possibilities.

The time ahead is adorned with new challenges and innovations. Consequently, there is a high possibility that conventional and some modern skills may become obsolete. In this case, you must also master the art of unlearning. You can't get to a new place without leaving the first, and you can't upskill until you redirect time from your current routine to upskilling.

There are several reasons why Artificial Intelligence can be good for marketing and several reasons why it may not be as effective.
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Some potential benefits of using AI in marketing include:

1. Personalization: AI can analyze customer data to create personalized experiences and targeted marketing campaigns.

2. Efficiency: AI can automate repetitive tasks, freeing up time for marketing professionals to focus on strategy and creative tasks.

3. Scalability: AI can handle large volumes of data and customer interactions, making it easier to scale marketing efforts.
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4. Improved decision-making: AI can analyze data and make predictions about customer behavior, helping marketers make more informed decisions.

However, there are also some potential drawbacks to using AI in marketing:

1. Cost: Implementing AI systems can be expensive, which may not be feasible for all businesses.

2. Complexity: AI systems can be complex and require specialized knowledge to set up and maintain.

3. Limited creative potential: While AI can handle repetitive tasks and analyze data, it may not be able to generate creative ideas or come up with novel marketing strategies.

4. Ethical concerns: There are also ethical concerns surrounding the use of AI, such as the potential for biased algorithms or the loss of jobs to automation.

Overall, the suitability of AI for marketing will depend on the specific needs and goals of the business, as well as the resources available to implement and maintain AI systems.

Three hot digital marketing trends for 2023 that you should get started on now.

1. Customer Experience

Future-proof your digital marketing by focusing on the customer and optimizing their experience. If you are service based, keep in mind that what people look for is interaction - a.k.a. the human touch. Customise your service so your customers feel important and valued. As for product based businesses, focus on how you can build a brand that connects your product with real people. 

2. Short VideosBe it influencer marketing, product showcasing, or even a press release, consider producing a short video that can concisely convey your key messages. As a result of the rise of TikTok, Youtube Shorts, and Instagram reels, funky, short, and straight-to-the-point videos can help you connect with a larger audience and leave a lasting impression.

3. LinkedIn as a B2B Powerhouse According to Insider Intelligence, LinkedIn is expected to account for 25% of B2B advertising in two years. This is because of fast-paced growth and engagement on the platform. So if you're not on it, or posting once every blue moon, this is your time to jump on top of LinkedIn for 2023!
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Bonus tip: To bring a personal touch, add employee advocacy and sharing to your company LinkedIn page!

Get a competitive edge by growing your results in these key areas. Have a plan to optimize and get better results faster from your existing efforts. At Foundeast, we deliver business results against your KPIs and goals. Reach out today to see how we can support you!

TikTok, Facebook, Twitter - what social approaches are worth maintaining in 2023 and which ones should you consider changing?
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"Thailand has one of the highest average smartphone use durations per capita per day in the world. Between 2019 and 2020, the average jumped from 3 hours 31 minutes to 6 hours 48 minutes!," according Exploding Topics, 2022. Here are our thoughts on three top social platforms.

1. Facebook

Facebook has had a hard time this year. However, as a marketing platform, we can't deny that Facebook is an important market. The platform can create brand awareness, sell your products on its marketplace, and still reaches a massive amount of users across many markets. If social media is an ocean, Facebook still has a plenty of fish to catch!

2. TikTok

TikTok popularity has been skyrocketing for the past few years during the pandemic. TikTok is an excellent channel to follow consumer behaviors as users watch short-form videos that match their interests - even those pushed from other social media platforms such as Reels on Instagram, YouTube Shorts, and even Facebook. TikTok user activity drives marketers to learn how to create content that can grab consumers' attentions in seconds!

3. Twitter

After its takeover by Elon Musk, no one can say which direction Musk will take it. According to Musk's tweet on May 3, "Twitter will always be free for casual users, but maybe a slight cost for commercial/government users." Stay tuned and consider with caution whether Twitter in the future will benefit your brand - or not.

What else should you consider? We're happy to discuss social considerations with you. At Foundeast, we're committed to helping our clients reach their goals. And we deliver quality work with passion. Reach out - our door is open.

According to the e-Conomy SEA Report 2022, Thailand's economic recovery is climbing thanks to our love for e-commerce shopping! Google Thailand director Jackie Wang said, “for Thailand, e-commerce remains the primary driver of digital economy growth in 2022.” The Thai e-commerce market is expected to increase by 8% yearly to reach $32 billion in 2025.
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If you're looking to scale your business, have an online presence, or sell in Thailand, be sure you have a landing page that addresses your target market and showcases you in the best light. If you want to know which elements you should and shouldn't have on your website, stay tuned to next week's blog!

One often repeated truism for story writing is to know your ending before you write your beginning. Likewise, start with your objectives for public relations and digital marketing, not strategies. Identify where you’re going before you decide on the best paths to reach your destination. Reverse engineer your strategies from the end point. PR or social reach, cost per acquisition, number of leads, audience growth? Once you’ve set your KPIs, they can inform the approach and help determine your performance benchmarks. Falling short of your performance? Don’t give up on your goals, just chart a new course.