Digital PR, Marketing & Conversion - part 2

In my previous post on this subject, I mentioned how the roles between online PR, digital marketing and website conversion now overlap.

I think its fair to say that a lot of communication techniques are no longer just used by one particular role, but are now employed by different communication practitioners for the collective benefit of: informing the customer, creating engagement and winning a fair share of their online spend.

Take SEO (Search Engine Optimisation) for example, is that just the tool of the online marketer these days?

No, it now has implications for:

• The writing of press releases
  If your PR agency is not thinking about the ways to make Press Releases more SEO friendly, then I suggest you need to reconsider your PR agency
• Conversions metrics
  For most eCommerce websites, customers convert differently depending upon whether they come via the main (organic) links or via the pay-per-click adverts down the side.
• Others (e.g. User Experience)

There are now a load of different tools that can be used for a bunch of different communication and activation purposes. The secret is surely in the combination and effectiveness of their use?