PRSA Boston’s The Digital Agency

PRSA Boston’s The Digital Agency, An inside look at how agencies manage the digital worldAn inside look at how agencies manage the digital world

More digital work is the norm for PR agencies big and small these days. From content & community management for social channels to responsive web design, as the digital space grows, so do the number of digital specialists and services being provided by agencies. This past Tuesday night, PRSA Boston hosted an event to discuss how agencies are navigating the digital world for their clients.

The event was moderated by Peter Panagopoulos, director of national marketing at WGBH Educational Foundation, one of the largest producers of public broadcasting content, both on-air and digitally. Peter opened the night discussing the rapid growth of digital media consumption and how it affects digital strategies for brands. To wit, Nielsen data shows that watching videos on smartphones has jumped 26% in recent months, and 64% of smartphone users say they visit their Facebook page at least once a day.

“You’ve heard the stats,” said Mike Proulx of Hill Holiday. “Every major digital or social media site is seeing more visits and more interactions on mobile and tablet devices than they are on desktop, so we have to ensure that everything that we create is ‘mobile first’ or mobile centric.”

Terry Lozoff from GYK Antler pointed out that marketers really took notice of this ‘mobile shift’ around mid-last year when Facebook released its numbers showing that Facebook mobile access had surpassed desktop views. Lozoff stressed the opportunity for agencies to take advantage of mobile platforms.

I couldn’t agree more. If a brand campaign is not easily accessible via a mobile device, you are ignoring a significant number of consumers – as much as two-thirds of the social web audience, according to some research reports.

Our recent re-launch of Nasoya.com led with a mobile first strategy. We added a significant volume of recipe content and how-to-cook with tofu tips, and wanted to make sure consumers stopping off at the grocery store and planning dinner could easily access Nasoya’s recipes and other useful content. As a result, we saw an immediate increase in mobile visits to Nasoya.com.