All posts tagged: newsjacking

Not All Attention Is Good Attention

In the 21st century, brands must be agile and dynamic because we live in a fleeting age where public discourse is dynamic, trends are constantly changing and news travels faster than ever before. In light of these cultural changes, the landscape of marketing is shifting and techniques such as real-time marketing are increasing in popularity. Real-time marketing refers to marketing performed “on-the-fly” to determine an appropriate or optimal approach to a particular customer at a particular time and place. Newsjacking is a specific form of real-time marketing, which is becoming in vogue amongst marketers. Newsjacking, which is a term coined by David Meerman Scott, refers to the process by which you inject your ideas or angles into breaking news. It is a means through which you can generate media coverage for your business and attract the attention of large audiences by leveraging on breaking news and injecting your ideas into the marketplace. This technique allows you to bring a unique spin to a topic that is on the top of many people’s minds. Moreover by newsjacking, you are …