Should Businesses Follow Ethical Guidelines for AI Use? The PR Council Says ‘Yes’

Artificial intelligence is revolutionizing the communication between businesses and their customers. From chatbots to personalized recommendations, AI often creates more efficient marketing campaigns to target their audiences. However, the increasing usage of AI, bears the question, should businesses follow ethical guidelines? 


AI systems have the potential to impact our lives in profound ways, from automating routine tasks to making decisions that affect our health, finances, and overall well-being. As such, businesses must approach AI with a sense of responsibility and accountability. This means designing AI systems that are transparent, explainable, and fair and that prioritize the well-being of individuals and society as a whole. Ethical considerations also include privacy, security, and bias, all of which can have consequences if not properly addressed. By embracing ethical principles and practices in their use of AI, businesses can not only mitigate risks and build trust with their customers but also help to shape a more equitable and inclusive future for all.


The use of AI in marketing is growing at an unprecedented rate. According to a report by MarketsandMarkets, the global AI in marketing market size is expected to reach $40.09 billion by 2025, growing at a compound annual growth rate of 29.79%. With the adoption of AI on the rise, there is an urgent need for ethical guidelines ensuring responsible use of this fast evolving technology. 


The PR Council, a trade association representing public relations firms in the US, recognizes the need for ethical guidelines for AI use. In a recent article published on PR News Online, the PR Council’s leaders stated, “AI is rapidly changing the communications industry, and we believe that the PR Council must take a leadership position on ethical AI usage.”


As a result, they are advocating ethical guidelines adaptation to ensure that brands use AI in a way that is ethical, transparent, and respects the privacy of their customers. These guidelines provide a framework for brands to follow when using AI, ensuring their use of this technology aligns with their values and mission.


The PR Council’s Guidelines for AI Use

The PR Council has recommended the following guidelines for companies that use AI:

  • Ensure that AI is used ethically and responsibly

Businesses should ensure that AI is used ethically and responsibly. AI algorithms should not be biased or discriminatory, and the data used to train these algorithms should be accurate and complete.

  • Be transparent about the use of AI

Businesses should be transparent about using AI in their marketing strategies, explaining how AI is being utilized and what data is being collected. They should also explain how this data is being incorporated into their marketing strategies to improve customer experiences.

  • Protect customer data

Customer data should be protected and used only for the purposes for which it was collected. Further, companies should also ensure that customer data is not shared with third parties without the customer’s consent.

  • Develop a code of ethics for AI use

Businesses should establish a code of ethics for AI use. This code should outline the ethical principles the brand follows when using AI. It should also provide guidelines for employees on how to use AI responsibly.


The Ethical Implications of AI Use

The need for ethical guidelines for AI use is particularly important in light of controversies surrounding this technology. For example, in 2018, Amazon faced criticism for its facial recognition technology, which was found to have racial biases. Similarly, in 2019, Google faced backlash for its AI-powered voice assistant, which was found to have violated user privacy by recording conversations without their knowledge.


By adopting ethical guidelines for AI use, brands can avoid these types of issues and ensure that they are using this technology in a responsible and ethical manner. Policies provide a roadmap for businesses to follow, ensuring that their use of AI aligns with their values and mission.


The Benefits of Ethical Guidelines in AI Use

One of the key benefits of adopting ethical guidelines for AI use is increased transparency. These guidelines would require brands to be transparent about their use of AI, ensuring that customers understand how their data is used and decisions are being made. This increased transparency helps build trust with customers, who are becoming significantly concerned about data privacy and the use of AI.


In addition, ethical guidelines for AI use can help assure that this technology is used fairly and equitably. As AI becomes more prevalent in society, it is substantial to ensure that it does not perpetuate existing biases or discriminate against certain groups. Moreover, embracing these guidelines also helps attract top talent to the industry, as young professionals are increasingly interested in working for companies that prioritize ethics and social responsibility.


AI in brand marketing can be a powerful tool for improving customer experiences, increasing efficiency, and driving revenue. However, brands must ensure that they are using AI ethically and responsibly. By following ethical guidelines, businesses provide that they use AI in a way that is aligned with their brand principles and respects their customers’ privacy and rights.

Nonprofit Marketing – How to Stand Out and Drive Donations


Addressing societal issues and positively impacting communities is at the heart of what nonprofits do. With the increasing number of nonprofits competing for donor attention, it has become more challenging for them to stand out and drive donations. If you want to develop effective strategies for your nonprofit marketing, get ready to take notes! 

Develop a Compelling Brand Story

A compelling brand story is the foundation of nonprofit marketing. It is necessary to create an emotional connection with your donors and convince them to support your cause. A well-crafted brand story conveys your organization’s mission, vision, values, and impact in a way that resonates with your target audience.


To develop a captivating brand story, understand your target audience and their motivations for giving. What are their values, interests, and concerns? How does your organization’s mission align with your audience’s vision? Utilize these insights to craft a narrative highlighting your organization’s unique impact and why it matters.


Communicate your brand story consistently across all your marketing channels, including your website, social media, email campaigns, and print materials. Use professional and precise language that articulate your organization’s expertise and professionalism while evoking emotions and inspiring action.


Leverage Digital Marketing Channels

In today’s digital age, nonprofits must have a solid online presence to reach and engage donors effectively. Digital marketing channels provide a cost-effective way to promote your organization’s brand, share your mission, and drive donations.


One of the most powerful digital marketing channels for nonprofits is social media. Platforms like Facebook, Twitter, Instagram, and LinkedIn offer unique opportunities to connect with donors, share compelling stories, and build a community of supporters. Use social media to share impactful stories, behind-the-scenes glimpses of your organization’s work, and updates on your campaigns and events. Encourage your supporters to share your content and amplify your message.


Email marketing is another powerful tool for nonprofit marketing. Building and nurturing an email list lets you communicate directly with your supporters, keeping them updated on your organization’s work, sharing success stories, and making donation appeals. Use personalized and segmented emails to make your donors feel valued and appreciated and to create a sense of urgency for contributing to your mission.


Invest in a mobile-responsive, easy to navigate and user-friendly website design to ensure a great user experience. Further, optimize your website for search engines to increase your online visibility. Using relevant keywords in your website’s content, meta tags, and headings can improve your search rankings and increase organic traffic. Clear calls-to-action will help also prompt visitors.


Tell Impactful Stories

Stories captivate hearts and are an essential method in nonprofit marketing. Using storytelling to share the impact of your organization’s work will resonate with your audience and inspire them to take action.


When sharing impactful stories, focus on the people you serve and their stories of transformation. Use vivid and descriptive language that paints a picture in the minds of your readers or viewers and conveys the emotions and experiences of those you are helping. Share real-life cases, testimonials, and case studies that illustrate the difference your organization is making in the lives of those you serve.


Engage with Donors and Supporters

Building a solid relationship with donors and supporters is another critical component of nonprofit marketing success. Engage with your donors regularly, and make it a priority to show appreciation and gratitude for their support. You can achieve this through personalized thank-you notes, special recognition on your website or social media, or exclusive donor events or newsletters. Keep them informed about your organization’s work and progress, share updates and success stories, and ask for their input and feedback. Use surveys, polls, and feedback forms to gather insights and show that their opinions matter.


Collaborate with Partners and Influencers

Partnering with other organizations, influencers, and advocates with similar values and causes amplifies your message and reaches new audiences. Identify potential partners and influencers who align with your organization’s mission and have a substantial influence on your target audience. Collaborate on joint campaigns, events, or initiatives that create synergies and leverage each other’s strengths. It could include co-hosting webinars, co-creating content, or co-branding campaigns.


Provide Clear Calls-to-Action

Effective calls-to-action (CTAs) are essential in nonprofit marketing to drive donations. Communicate what action you want your audience to take, whether donating, signing up for your newsletter, volunteering, or sharing your content.


Make your CTAs prominent and compelling, using persuasive language that conveys urgency and the impact of their action. Use action-oriented verbs, such as “donate now,” “join us,” or “make a difference.” Use contrasting colors, bold fonts, and buttons to draw attention to your CTAs and make them easy to click.


Furthermore, optimize your donation process to be quick, easy, and secure. Streamline your donation forms, minimize the number of steps, and provide multiple payment options. Communicate the impact of their donation and express appreciation for their support.


Monitor and Evaluate Your Marketing Efforts

Monitoring and evaluating your results is essential to improve your nonprofit marketing efforts continuously. It is imperative to set clear goals and key performance indicators (KPIs) for your marketing campaigns and regularly track and measure your progress.


Use analytics tools to measure the performance of your website, social media, email campaigns, and other marketing channels. By monitoring website traffic, engagement rate, conversion rate, and donation amounts, you can understand what’s working and what’s not. As a result, you can make data-driven decisions and optimize your marketing strategies.


Additionally, gather feedback from your donors, supporters, and partners through surveys, feedback forms, or focus groups. Ask for their opinions on your marketing materials, campaigns, and overall brand perception. Use this feedback to make improvements and tailor your marketing efforts better to meet the needs and preferences of your audience.

Nonprofit marketing is critical to driving donations and supporting your organization’s mission. By developing a compelling brand story, leveraging digital marketing channels, telling impactful stories, engaging with donors and supporters, collaborating with partners and influencers, providing clear calls-to-action, and monitoring and evaluating your efforts, you can stand out from the crowd and create a meaningful connection with your audience, ultimately driving donations and supporting your cause.


Elevate Your Nonprofit’s Marketing with Alter New Media


With our extensive experience in the industry and a proven track record of success, we understand the challenges and opportunities nonprofits face in today’s competitive landscape. Our skilled professionals work closely with your nonprofit to develop tailored strategies that align with your goals and budget and implement effective digital marketing campaigns to increase your reach and impact. Book a call with us today to explore how we can help you make a meaningful difference in your community.

What Are AI Influencers?

Social media has become an integral part of our lives in today’s digital age. People of all ages spend significant time scrolling through social media feeds, consuming content from sources. As a result, social media has become an essential platform for businesses and entrepreneurs to reach out to their target audiences and promote their products and services. In recent years, the concept of AI influencers has gained popularity, especially. What are AI influencers, and should your brand care about them?


AI Influencers in Marketing

AI influencers are digital personas developed using artificial intelligence technology. These virtual influencers can be programmed to look and act like real people. They are designed to interact with social media users, just like human influencers do. AI influencers have gained popularity recently, with brands using them to promote their products and services on social media.


The rise of AI influencers has opened up a new frontier for digital marketing. With traditional influencer marketing, brand partnerships with human influencers to promote their products and services. Although it can be a successful strategy, it can also be expensive and time-consuming. AI influencers offer a personalized alternative to fit a brand’s specific needs.


One of the key benefits of AI influencers is that they are available 24/7. They can be programmed to interact with social media users at any time of day, allowing brands to reach a wider audience than they might with human influencers. Additionally, AI influencers can be customized to fit a brand’s specific aesthetic and messaging, allowing for more targeted marketing campaigns.


How Do AI Influencers Work?

AI influencers leverage artificial intelligence technology to create a digital persona that looks and acts like real people. These digital personas can be customized in various ways, from their appearance and personality to the content they share on social media.


The programming behind AI influencers is complex and involves a variety of technologies, including natural language processing, machine learning, and computer vision. These technologies work together to create a seamless and interactive experience for social media users.


AI Influencer Marketing in 2023

This marketing category will continue to grow in popularity. Brands will likely look for new and innovative ways to incorporate AI influencers into their marketing strategies, including using them for live events and other interactive experiences.


Furthermore, as AI technology continues to improve, we can expect to see even more advanced AI influencers that are indistinguishable from real people. It could open up new possibilities for marketing campaigns that leverage the power of AI to create compelling and engaging content.


The Future of AI Influencers

The future of AI influencers is still uncertain, but they will continue to play a significant role in digital marketing. As AI technology continues to improve, we will witness even more sophisticated AI influencers that can interact with social media users in increasingly human-like ways.


However, as AI influencers become more common, it’s crucial for brands to carefully consider the ethical implications of using virtual personalities to promote products and services. Companies must be transparent with their audiences about using AI influencers and ensure they are not deceiving or misleading consumers.


Should Your Brand Work with AI Influencers?

The answer to this question depends on your brand’s marketing strategy and target audience. AI influencers can be a valuable tool for businesses looking to increase their brand awareness and reach a broader audience on social media. They can also effectively target specific consumer groups, such as younger audiences, who are more likely to engage with digital content.


Using AI influencers can also help brands save money on influencer marketing campaigns. Traditional influencer marketing can be expensive, with fees for popular influencers running into the thousands of dollars. AI influencers, on the other hand, can be a more cost-effective solution that still allows brands to reach a large audience.


Nonetheless, it’s vital for businesses to carefully consider the potential risks of working with AI influencers. These virtual personalities may not always be able to represent a brand’s values and messaging accurately, and there is a risk of backlash if consumers feel that they are being deceived or misled. 


Ultimately, whether or not your brand should work with AI influencers depends on your specific marketing goals and target audience. Companies considering AI influencers should carefully evaluate the potential benefits and risks and develop a strategy that aligns with their values and messaging.


The Top 3 AI Influencers And Brands Working with Them

  1. Lil Miquela – With over 2 million followers on Instagram, Lil Miquela is one of the most popular AI influencers. She has worked with brands such as Prada, Samsung, and Calvin Klein and is known for her edgy and fashionable persona.


  1. Bermuda – Bermuda is another famous AI influencer with a growing social media following. She has worked with brands such as Puma, Balenciaga, and H&M and is known for her trendy fashion and fun personality.


  1. Shudu – Shudu is a 3D digital model used by brands such as Balmain and Ellesse. She has over 200,000 followers on Instagram and is known for her stunningly realistic appearance.


AI influencers are a growing trend in digital marketing that offers brands a new way to reach their target audiences. As AI technology continues to improve, we can expect to see even more sophisticated AI influencers that provide new possibilities for marketing campaigns in the future. While there are potential risks and ethical concerns associated with AI influencers, they can be a valuable tool for brands looking to increase brand awareness and engage with consumers on social media.


Do you need help to achieve your desired results with influencer marketing? Look no further than Alter New Media! Our team of expert marketers can help you create and execute an effective influencer marketing strategy to increase brand awareness and drive conversions. Don’t let your efforts go to waste, contact us today and let us help you reach your marketing goals!

How to Create a Winning Content Strategy

Content marketing has become an increasingly important aspect of digital marketing in recent years. As consumers become more savvy and sophisticated, traditional forms of advertising are becoming less effective, and businesses are turning to content marketing as a way to engage with their audience and drive conversions. In this article, we’ll explore the importance of content marketing and share some tips for creating a winning content strategy.


Why is Content Marketing Important?

Content marketing is fundamental for several reasons. First and foremost, it allows businesses to engage with their audience in a relevant and valuable way. By creating engaging, informative, or entertaining content, companies can establish themselves as authorities in their industry and build trust with their audience. As a result, this can lead to increased brand awareness, higher levels of engagement, and, ultimately, more conversions.


Another critical benefit of content marketing is that it can help to improve your SEO. Making high-quality, relevant content that includes keywords and links can increase your search engine rankings and drive more traffic to your website. Thereby, your conversions and revenue can boost significantly.


How to Create a Winning Content Strategy


Creating a winning content strategy requires understanding your audience, goals, and metrics. Here are some tips for creating a winning content strategy:

Know Your Audience

Knowing your audience is the first step in creating a winning content strategy. Who is your target audience? What are their needs, wants, and pain points? What are their interests and preferences? You can create relevant, valuable, and engaging content by understanding your audience.

Set Goals and Metrics

Once you know your audience, setting goals and metrics for your content marketing efforts is essential. What do you want to achieve with your content? Do you want to increase brand awareness, drive conversions, or improve your SEO? Whatever your goals are, make sure they are specific, measurable, and achievable.

Develop a Distribution Strategy

Creating great content is only half the battle. Developing a plan for distributing your content to your audience is imperative. Creating a distribution strategy includes:

  • Sharing your content on social media.
  • Promoting it through email marketing.
  • Using paid advertising to reach a wider audience.

Tell a Story

One of the most effective ways to engage your audience with your content is to tell a story. People get naturally drawn to stories, and by weaving storytelling into your content, you can make it more exciting and memorable and create a more personal connection with your audience. For example, if you are selling a product or service, rather than just listing the features and benefits, you could tell a story of how your product or service has helped someone solve a problem or achieve their goals. It will help your audience better understand the value of what you are offering and relate to the experiences of others. 


Storytelling can also help you establish your brand’s personality and voice. By telling stories that align with your brand’s values and mission, you can create a stronger emotional connection with your audience and increase the likelihood that they will become loyal customers. Hence, incorporating storytelling into your content marketing strategy is a powerful way to engage your audience, establish your brand, and drive results for your business.


Highlight Industry Trends 

Highlighting industry trends is crucial in creating a winning content marketing strategy. By staying up-to-date with the latest industry trends, you can create content that addresses the needs and interests of your target audience. When your content reflects the latest industry trends, it positions you as an expert in your field, builds trust with your audience, and establishes your brand as a thought leader. Additionally, by leveraging the latest trends, you can create relevant and timely content, which will help you reach a wider audience and increase engagement. In short, incorporating industry trends into your content marketing strategy is a powerful way to stay relevant and competitive in your industry and ultimately drive results for your business.


Use Different Types of Content 

Different types of content appeal to different audiences, so it’s essential to diversify your content strategy. Consider using various formats like videos, newsletters, infographics, social media posts, and blog articles. Video content, for instance, is highly engaging and can help you tell a story, demonstrate a product or service, or provide valuable insights to your audience. Newsletters deliver targeted and personalized content directly to your subscribers’ inboxes. At the same time, social media posts are a powerful tool for building a community, promoting your content, and engaging with your audience in real time. Utilizing different types of content can create a more comprehensive and diverse content marketing strategy to help you stand out in a crowded market.


Collaborate with influencers

Influencers have established followings that trust their opinions and recommendations, making them valuable assets for your content marketing. By partnering with influencers, you can leverage their existing audience to expand your reach, drive traffic to your website, and increase brand awareness. Influencers can also provide unique insights into your target audience, helping you create content that resonates with them. 


Monitor and Analyze Your Metrics

Finally, monitoring and analyzing your metrics is essential to see your content’s performance. This step might include tracking metrics like pageviews, time on page, bounce rate, and conversion rate. Regularly reviewing your metrics lets you identify what’s working and what’s not and adjust your content strategy as needed.


Content marketing is a powerful tool for engaging with your audience, building trust, and driving conversions. You can develop relevant, valuable, and engaging content by creating winning content focusing on your audience, goals, and metrics. Whether you want to increase brand awareness, drive conversions, or improve your SEO, a strong content marketing strategy can help you achieve your goals and grow your business.


How Alter New Media Can Help

While content marketing can be highly effective in growing your business, it can also be challenging. Creating high-quality content that is both interesting and relevant takes time, effort, and expertise. Developing a content strategy that aligns with your business goals and resonates with your audience can also be a complex process. That’s where Alter New Media comes in. Our team of experts has years of experience creating winning content strategies for businesses like yours. If you need help with your content marketing efforts, book a consultation with us today to see how we can help.

Event Marketing Strategies: How to Plan and Promote Successful Events


Hosting events can be an excellent way to promote your brand, generate leads, and build relationships with customers and prospects. However, planning and executing successful events requires careful planning and execution. And we are here to help you! This article will provide several insightful event marketing strategies to help you plan and promote successful events.


Define Your Objectives

The first step in planning an event is to define your objectives. What do you want to achieve from the event? Defining your goals will help you determine the type of event you wish to host, the target audience, and the marketing channels you’ll use to promote.            

Choose the Right Type of Event

You can host many events, from networking events to trade shows to webinars. Choosing the right event type for your objectives and target audience is critical. For example, if you’re targeting B2B customers, a trade show or conference may be more effective than a consumer-focused event like a product launch party.

Determine Your Budget

Before you start planning your event, it’s critical to determine your budget. Be sure to factor in all the costs of hosting the event, including venue rental, catering, equipment rental, and staffing. It will help you determine what type of event you can afford to host and how much you can spend on marketing and promotion.

Choose the Right Venue

The venue you choose for your event can impact your success. If you’re hosting a trade show or conference, you’ll need a venue with ample space for exhibitors and attendees. A smaller venue may be more appropriate if you host a networking event or product launch party.

Develop a Marketing Plan

Once you’ve defined your objectives, chosen the correct type of event, and determined your budget, it’s time to develop a marketing plan. This approach will help you promote your event to your target audience and generate excitement and anticipation. Some effective marketing channels for events include email marketing, social media advertising, and influencer marketing.

Leverage Email Marketing

Email marketing is one of the most effective ways to promote events. Start by building a list of email subscribers likely interested in your event. Then, use targeted email campaigns to promote the event, provide information about speakers and exhibitors, and offer early bird discounts or other incentives to register.

Use Social Media Advertising

Social media advertising can reach a large audience and generate buzz around your event. Use eye-catching visuals and clear calls to action to encourage users to register for the event. Platforms like Facebook and LinkedIn offer powerful targeting options that allow you to reach users based on their demographics, interests, and behavior.

Partner with Influencers

Partnering with influencers in your industry can be a helpful way to reach a wider audience and build credibility for your event. Identify relevant influencers for your target audience and approach them with an offer to promote your event in exchange for a fee or other incentive. Choose influencers with a strong following and engagement rate to ensure maximum impact.

Provide Value to Attendees

Finally, providing value to attendees ensures they have a positive experience and are more likely to attend future events. You can deliver value by providing educational content, networking opportunities, or exclusive access to products or services. Survey attendees after the event to gather feedback and improve future events.


Hosting successful events requires careful planning and execution. By defining your objectives, choosing the right type of event, determining your budget, choosing the right venue, developing a marketing plan, leveraging email marketing, using social media advertising, partnering with influencers, and providing value to attendees, you can plan and promote successful events that meet your objectives and generate a positive ROI.


At Alter New Media, we can help you plan and execute successful event marketing that achieves your business goals. Contact us today to learn more about how we can help.

Alter New Media – Powering Outer Edge LA’s Media and Community Relationships

Alter New Media has been making waves in the media and marketing industry with its innovative approaches to building strong relationships between brands and their audiences. Recently, ANM handled the media and community partnerships of a unique event: Outer Edge LA.


Outer Edge LA is an experiential celebration of all things at the edge of Web3. It’s a cross-cultural convergence combining technology and creativity to explore Web3’s intersection with entertainment, music, the arts, fashion, and more. This year’s event was even more exciting, with panels, workshops, and offsite events that invite attendees to immerse themselves in the experience and build and shape it.

ANM’s involvement in Outer Edge LA focused on two key areas: media and community relationships. As experts in these fields, ANM was a natural fit for the event’s organizers, who needed a partner to help them spread the word about the event and build strong connections with the community.


For ANM, working on Outer Edge LA was a chance to flex their creative muscles and bring their innovative approach to community building to a new audience. The event perfectly fitted ANM’s mission of building strong relationships between brands and their audiences, and the team was excited to get to work.


ANM’s team of experienced professionals worked tirelessly to create a strategy that helped to reach the event’s target audience and generate excitement. As part of our involvement in Outer Edge LA, ANM managed the event’s media relationships. It included developing a comprehensive media strategy that helped to spread the word about the event and generated buzz.


In addition to its work on media relationships, ANM also managed the event’s community relationships, which involved building connections with the community and working to ensure attendees had a great experience. The team worked closely with event organizers to create a welcoming and inclusive atmosphere that would encourage attendees to engage with each other and build meaningful connections.

ANM’s involvement in Outer Edge LA continued, however. Nadya Rousseau, ANM’s founder and CEO, was invited to speak at the event. Nadya brought her unique perspective on community building and marketing to the stage, sharing insights and strategies that helped attendees build stronger connections with their audiences.


Overall, ANM’s involvement in Outer Edge LA was a resounding success. The event was a hit with attendees, and ANM’s contributions helped to make it a truly unique and engaging experience. As ANM continues to push the boundaries of what’s possible in the media and marketing industry, events like Outer Edge LA are a testament to our commitment to innovation and creativity.


If you want to learn more about Outer Edge LA and ANM’s involvement in the event, check out their website. With a diverse range of panels, workshops, and offsite events exploring the intersection of Web3 with various industries, this year’s event was an unforgettable experience. Stay tuned for next year!

The Benefits of Video Marketing: How to Create Engaging Video Content for Your Business

Video marketing has become an essential component of any successful digital marketing strategy. It is one of the most effective ways to engage with your target audience and increase brand awareness. With the rise of social media and video-sharing platforms, such as YouTube and TikTok, businesses and marketers can now easily reach millions of potential customers with the right video content.


So, what are the benefits of video marketing, and how can you create engaging video content for your business? Let’s dive in.


Benefits of Video Marketing


Boosts Engagement

Videos are more engaging than text or images alone. They can capture attention quickly and convey complex ideas concisely and interestingly. Studies have shown that videos can increase engagement rates by up to 80% compared to traditional marketing methods.


Increases Brand Awareness

Video marketing can help you reach a wider audience and increase brand awareness. You can attract new customers and build a loyal following by creating high-quality videos that showcase your products, services, or company culture.


Enhances SEO

Search engines love video content, and incorporating videos into your website, and social media channels can improve your search engine rankings. This step can lead to more traffic to your website and increased visibility for your brand.


Improves Conversions

Videos can help drive conversions by providing more information about your products or services and creating an emotional connection with your audience. Businesses that use video marketing can see up to a 34% increase in conversion rates compared to those that don’t.


Builds Trust

Videos can build trust and credibility with your audience by showcasing your expertise, values, and personality. By sharing behind-the-scenes footage, customer testimonials, or educational content, you can establish yourself as a thought leader in your industry and build long-term customer relationships.


How to Create Engaging Video Content for Your Business


Know Your Audience

Before creating any video content, knowing your target audience is essential. Who they are, what they care about, what problems they have that need solving. By understanding your audience’s needs and interests, you can create videos that resonate with them and inspire action.


Plan Your Video

Creating a great video requires careful planning. Determine the goals for your videos, the message and tone you want to bring across. Decide on the type of video you want to make, whether it’s a product demo, how-to tutorial, customer testimonial, or brand story. Create a storyboard or script, and choose the right equipment and editing tools to bring your vision to life.


Make it Visual and Engaging.

You want your videos to be visually appealing and easy to follow to keep your audience engaged. Use high-quality images and videos, add animations or graphics to highlight key points, and use text overlays to provide context. Keep your video short and sweet, and use music or sound effects to create an emotional connection.


Optimize for SEO

To maximize your video’s impact, optimizing it for search engines is fundamental. Choose a descriptive title and description that includes relevant keywords. Use tags and categories to help people find your video on YouTube and other platforms. Add a transcript or closed captions to make your video accessible to a broader audience.


Promote Your Video

Once your video is complete, it’s time to promote it. Ensure to share it on your website, social media channels, and email newsletter. Use paid advertising on platforms like Facebook and YouTube to reach a wider audience. Engage with your viewers by responding to comments and questions, and encourage them to share your video with their friends and followers.



Video marketing is an effective and engaging way to reach your target audience, increase brand awareness, and ultimately drive conversions. Creating high-quality videos that resonate with your audience and promote your brand can establish your business as a thought leader and build long-term customer relationships. Following these tips and strategies, you can create engaging video content to help your business stand out in a crowded digital marketplace.


If you need help developing an effective video marketing strategy, Alter New Media can help. Contact us today to learn more.

How to Use Customer Data to Improve Engagement and Drive Sales

In today’s digital age, personalization is becoming increasingly important in marketing. Customers seek tailored experiences that cater to their preferences and needs. By leveraging customer data, businesses can improve engagement and drive sales by providing personalized experiences that resonate with their target audience.


Personalization refers to the process of tailoring a customer’s experience based on their individual preferences and needs. It can include anything from personalized product recommendations to targeted marketing messages that speak directly to the customer’s interests. The key to successful personalization is collecting and utilizing customer data effectively.


There are several ways that businesses can use customer data to improve engagement and drive sales. Here are some strategies to consider:


Personalized Product Recommendations

One of the most effective ways to use customer data is to provide personalized product recommendations. By analyzing a customer’s purchase history and browsing behavior, businesses can suggest products that appeal to their interests. This step can help customers discover new products they may not have considered, increasing sales and customer loyalty.

A business can use algorithms considering various factors, such as purchase history, browsing behavior,  and product popularity. These algorithms can then generate recommendations tailored to each customer’s individual preferences.


Targeted Marketing Messages

Another effective way to use customer data is to create targeted marketing messages that speak directly to customers’ interests. By analyzing customer data such as demographics, purchase history, and browsing behavior, businesses can create personalized marketing messages that speak directly to customers’ interests. If a customer has recently browsed a product category, companies can send them a targeted email or social media ad that features products from that category. As a result, the customer will make a purchase increase.


Personalized Web Content

Another effective way to use customer data is to create personalized web content tailored to each customer’s interests. By examining customer data such as browsing behavior and purchase history, businesses can create customized web content for each customer.


Suppose a customer has previously shown interest in a particular product category. In that case, businesses can create a landing page or section of their website that features products from that category. It can boost engagement and sales by presenting customers with content that is relevant and personalized to their interests.


Personalized Loyalty Programs

Finally, businesses can use customer data to create personalized loyalty programs that incentivize customers to make repeat purchases by analyzing customer data such as purchase history and browsing behavior.

For instance, businesses can offer personalized rewards or discounts based on a customer’s previous purchases, increasing customer loyalty and encouraging customers to make repeat purchases.


Personalization is becoming increasingly important in marketing. By investing in it, businesses can improve customer satisfaction and loyalty and drive revenue growth. Companies can use customer data to improve engagement and drive sales. Strategies such as customized product recommendations, targeted marketing messages, web content, and loyalty programs can all effectively use customer data to improve engagement and drive sales.


It’s important to note that while personalization can be incredibly effective, businesses must also prioritize customer privacy and data protection. Collecting and utilizing customer data comes with a responsibility to ensure that customer privacy is respected and protected. Companies should be transparent about their data collection practices and comply with relevant data privacy regulations.


In addition, businesses must also ensure that their personalization strategies are executed effectively. Personalization should not be a substitute for a solid overall marketing strategy. Instead, it should enhance and support a comprehensive marketing approach.


In conclusion, personalization is a powerful tool businesses can use to improve engagement and drive sales. By leveraging customer data, companies can create personalized experiences that resonate with their target audience and encourage repeat purchases. With the right strategies and approach, businesses can harness the power of personalization to build stronger customer relationships and drive revenue growth.


Benefits of a PR Strategy for a Business

In today’s fast-paced and competitive business world, having a solid PR (public relations) strategy is crucial for any company looking to establish a strong brand presence, enhance its reputation, and maintain a positive image in the eyes of its stakeholders. A well-planned and executed PR strategy can help a business in several ways, and in this article, we’ll discuss the key benefits of having a PR strategy.


Enhancing Brand Awareness

One of the primary benefits of a PR strategy is that it helps to increase brand awareness among the target audience. By developing a comprehensive PR plan, businesses can leverage media relations, influencer marketing, thought leadership, and social media to reach their target customers and build brand recognition.


For instance, a company featured in a reputable industry publication can attract the attention of potential customers and gain valuable exposure. Similarly, by collaborating with industry influencers, businesses can tap into their followers’ fan base and expand their reach.


Building Credibility and Trust

Trust is essential for any business, and PR can help build credibility and establish trust with stakeholders. Companies can create a positive image and maintain a good reputation by proactively communicating with customers, investors, and other stakeholders. This step can be achieved through various tactics such as thought leadership, crisis management, and community outreach.


For example, a company that shares its expertise and insights through thought leadership content such as blogs, whitepapers, and webinars can position itself as an authority in its field, enhancing its reputation and credibility. Similarly, by handling a crisis transparently and effectively, businesses can demonstrate their commitment to transparency and honesty, which can help build trust with customers and other stakeholders.


Improving Customer Relations

Another significant benefit of a PR strategy is that it can help businesses improve customer relations. Companies can gain valuable insights into their customer’s needs and preferences by developing a robust customer engagement program that includes media monitoring, social media listening, and feedback management. This information can then be used to tailor their products and services to better meet their customer’s needs, improve their customer experience, and build stronger relationships.


Attracting and Retaining Talent

A positive brand image and reputation can also help businesses attract and retain top talent. With the increasing competition for skilled professionals, having a strong employer brand is crucial for companies to attract the best candidates.


A PR strategy can help businesses showcase their company culture, values, and achievements to potential candidates, creating a positive perception of the company as a desirable workplace. Similarly, businesses can demonstrate their commitment to employee recognition and retention by celebrating their employees’ accomplishments.


Increasing Sales and Revenue

Finally, a well-executed PR strategy can help businesses increase their sales and revenue by attracting new customers and retaining existing ones. Companies can create buzz and generate interest in their products and services by leveraging various PR tactics such as product launches, promotions, and influencer partnerships.


For instance, a company that collaborates with a famous influencer can attract the influencer’s followers and drive sales. Similarly, by using PR tactics to highlight their products’ unique features and benefits, businesses can differentiate themselves from their competitors and increase sales and revenue.


In conclusion, a PR strategy is essential for any business looking to establish a strong brand presence, enhance its reputation, and maintain a positive image in the eyes of its stakeholders. By leveraging various PR tactics such as media relations, influencer marketing, thought leadership, and social media, businesses can increase brand awareness, build credibility and trust, improve customer relations, attract and retain top talent, and increase sales and revenue.


Businesses should also focus on measuring the effectiveness of their PR strategy through key performance indicators (KPIs). These may include metrics such as media coverage, social media engagement, website traffic, lead generation, and revenue generated. By regularly monitoring and analyzing these KPIs, businesses can make informed decisions about their PR tactics, adjust their strategy as needed, and ensure that their efforts deliver the desired results.


However, developing and executing a successful PR strategy requires a deep understanding of the target audience, a comprehensive understanding of the media landscape, and the ability to create compelling content that resonates with the audience, which many business owners might face challenges with. If you need help implementing a successful PR campaign, contact us today.

The Role of Micro-Influencers in Influencer Marketing

Influencer marketing has become a ubiquitous part of the marketing landscape nowadays. Brands recognize the power of leveraging the influence of individuals with significant and engaged online followings to reach new customers, boost brand awareness, and drive sales. Influencer marketing campaigns come in all shapes and sizes, but one area that has seen significant growth in recent years is the use of micro-influencers.


The rise of micro-influencers in influencer marketing can be attributed to several factors, including the growth of social media platforms and the decline of trust in traditional advertising. Brands are now seeking more authentic and targeted marketing campaigns that resonate with their target audience, and micro-influencers are seen as the perfect solution. In this article, we’ll explore their role in influencer marketing and why they are becoming an increasingly important part of the mix for brands and marketers.


What Are Micro-Influencers?

Micro-influencers have built a significant following on social media but with fewer followers than macro-influencers. They typically have between 1,000 and 100,000 followers and often specialize in a particular niche, such as beauty, fashion, or food. Furthermore, these influencers are highly engaged with their followers and are seen as trusted sources of information and recommendations. Because they are experts in their niche industry and have built a loyal following, they can influence consumer behavior and purchasing decisions. 


Why Are Micro-Influencers Important for Influencer Marketing?

There are several reasons why micro-influencers are becoming increasingly crucial for influencer marketing:



Unlike macro-influencers, who may be considered overly promotional or inauthentic, micro-influencers are typically seen as more trustworthy. It gives them an edge regarding credibility and engagement with their followers. Additionally, they are passionate about their niche and have built a following of people who trust their opinions and recommendations. As such, brands can leverage the trust and loyalty of micro-influencers to create stronger relationships with their target audience.



They may have a different reach than macro-influencers, but micro-influencers typically have higher levels of engagement and more loyal followers. As a result, their followers are more likely to comment, like, and share their posts, which can help to generate buzz around a brand or product. This factor makes them a valuable asset for brands targeting a specific niche or demographic. 



By working with micro-influencers, brands can reach a large, engaged audience at a lower cost. Partnering with micro-influencers is often more cost-effective than partnering with macro-influencers, who usually charge much more for sponsored posts and other forms of marketing. Therefore, they make an excellent option for businesses that have limited budgets.


Niche Targeting

Micro-influencers often specialize in a particular niche, which means that they can help brands reach a highly targeted audience. For example, a beauty brand might partner with a micro-influencer specializing in skin care and has a large following of people interested in that topic.


How to Work With Micro-Influencers in Influencer Marketing

Here are some tips for brands looking to work with micro-influencers in influencer marketing:

Find the Right Micro-Influencer

The first step in working with micro-influencers is finding the right one for your brand. This means finding someone with a following that matches your target audience and is interested in the products or services you offer. You can use social media tools to search for micro-influencers and analyze their audience to see if they fit your brand.


Build a Relationship

Once you’ve found the right micro-influencer, the next step is to build a relationship with them. You can do this by interacting with their content, commenting on their posts, and reaching out to them directly to introduce yourself and your brand. Building a relationship with a micro-influencer will help ensure a successful campaign and increase the chances of working with them again.


Set Clear Goals and Objectives

Before launching a micro-influencer campaign, it’s essential to set clear goals and objectives. Clear goals will help ensure that the campaign is focused and effective. They can include increasing brand awareness, driving traffic to your website, or boosting sales.


Provide Clear Guidelines

Once you’ve established a relationship with a micro-influencer, you must provide clear guidelines for what you expect from the campaign, including the type of content that should be posted, the frequency of posts, and any specific messaging that should be included. This step will help ensure that the campaign runs smoothly and get the desired results.


Offer Incentives

Offering incentives to micro-influencers can increase their engagement and encourage them to produce high-quality content. Incentives can include free products, discounts, or monetary compensation. Offering incentives will also help to establish a mutually beneficial relationship between you and the micro-influencer.


Micro-influencer marketing is a powerful tool to help brands reach a targeted audience and achieve their marketing goals. Micro-influencers are becoming increasingly popular in influencer marketing due to their increased engagement, authenticity, niche audience, and cost-effectiveness. Brands can work with micro-influencers by finding the right one, building a relationship, setting clear goals and objectives, providing clear guidelines, and offering incentives.


Whether you’re a small business just starting or a large corporation looking to boost your marketing efforts, micro-influencer marketing is an effective and powerful tool to consider. The rise of this marketing medium is a testament to the power of authenticity and genuine relationships in marketing. Brands that can tap into the power of these relationships will be better positioned to succeed in an increasingly competitive and crowded marketplace. So if you’re looking to take your influencer marketing to the next level, consider partnering with micro-influencers. 


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