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Author: Marketing

Top Tips for Crypto Communications

By Arthur Instone, Financial Services

This blog explores effective crypto communication strategies during the current bull run. It covers the importance of simplifying complex concepts, knowing when to use press channels, and diversifying beyond traditional media to engage new audiences. Build trust, increase brand awareness, and connect with investors and the public through effective messaging.

“Bitcoin’s big bang moment is impossible to ignore”… a headline like this would have seemed inconceivable two years ago when FTX—a leading exchange once valued at $32 billion—filed for Chapter 11 bankruptcy, marking one of the darkest moments in crypto’s sixteen-year history.

How times change. This was, in fact, the Financial Times’ leading story on 13 November 2024. Following the rally spurred by Trump’s election victory, crypto has indeed become impossible to ignore. Bitcoin has surpassed record highs of over $90,000 as more investors flock to join the bull run and stake their claim.

Crypto is enjoying its moment in the sun and this renewed attention presents an unparalleled opportunity for crypto firms to speak to an audience of new users and investors. Against this backdrop, crypto firms need a carefully thought-out PR and marketing strategy that clearly communicates their value proposition.

Make It Relatable

The crypto industry is notorious for its complex jargon. Terms like “blockchain consensus,” “hash rate,” and “DeFi protocols” are often second nature to industry insiders but alien to newcomers.

With the current bull run set to attract new and inexperienced investors, crypto firms must ensure that their communications are clear, relatable, and jargon-free. Simplifying complex concepts and using accessible language can help demystify the industry, helping to welcome newcomers who might otherwise feel like outsiders engaging with a new asset class.

This is vital for crypto firms. By speaking in a way that resonates with non-experts, crypto firms can bridge the gap between technical innovation and mainstream understanding, driving broader adoption and helping to build a more inclusive ecosystem.

When and how to use press outreach

One of the most fundamental pillars of any communications strategy: accept that journalists won’t always be interested in you.

The crypto space is brimming with innovative products and services, from identity authentication to custody storage security. However, not every single one will capture a journalist’s interest. Product launches and upgrades, while exciting within the community, are often better suited to owned channels like blogs, newsletters, or social media rather than earned media.

Attempting to push a product-centric press release can quickly turn off journalists, particularly those at major outlets like CoinDesk and The Block, who are more interested in expert commentary, market analysis, and timely perspectives on broader industry trends.

The allure of press outreach can be tempting, but crypto firms should carefully consider if it’s truly the most suitable way to promote a piece of content. By aligning their content with what journalists are actively covering, crypto firms can establish themselves as credible thought leaders and valuable sources of insight.

Engaging audiences beyond traditional media

The bull run is attracting new entrants to the market, and crypto firms need to recognise that many of these people may not regularly follow traditional news outlets—or be interested in them at all.

If crypto firms want to engage this audience effectively, they need to focus on the channels and forums where these people spend their time—platforms like Reddit, YouTube, Instagram, and other forms of social media.

By joining these channels, crypto firms can reach a genuinely global audience through more engaging and relatable content.

This approach also allows for the sharing of information that might not be suitable for traditional media placement, such as in-depth tutorials, educational resources, and interactive content like social media polls. It will also help crypto firms cultivate deeper relationships with their users and increase brand recognition outside of their traditional follower base.

Building trust and addressing reputational challenges

As Katie Martin at the Financial Times rightly puts it, there is an undeniable feeling of “vibes and vision” around crypto at the moment. But for all the positive vibes, the crypto industry should not forget the reputational challenges it faces.

For much of its existence, crypto’s image has been marred by high-profile instances of fraud and Ponzi schemes, and is often associated with illicit activity. A lack of understanding also remains a fundamental barrier to adoption. According to Visa’s Crypto Phenomenon Report, over half of non-users cite the steep learning curve in understanding crypto as the main reason they haven’t engaged yet.

It is therefore more important than ever that crypto firms have a carefully thought-out PR strategy – underpinned by transparency, precision and clarity of message across multiple media channels – to capitalise on the market’s increasingly diverse and expanding audience.

Aspectus has been building crypto reputations since the industry’s infancy. Our team blends deep expertise in blockchain technology, fintech and capital markets, with a laser-sharp focus on staying ahead of industry trends and regulatory developments.

We understand the evolving landscape of digital assets, from upcoming regulatory shifts to market dynamics, and maintain long-standing relationships with journalists who trust us to work collaboratively in shaping compelling, timely stories.

As crypto adoption grows, it is vital that firms are proactive in building brand trust and credibility. To find out more about how Aspectus can support you on this journey, get in touch here.

Key takeaways:

Q: Why is clear communication crucial during a crypto bull run?

    A: New investors are entering the market, making it essential to simplify complex concepts and use relatable messaging to drive engagement and adoption.

    Q: Should crypto firms rely solely on traditional media for PR?

    A: No, firms should use a mix of owned, earned, and digital channels to reach more diverse audiences, including social media platforms.

    Q: How can crypto firms overcome reputational challenges?

    A: By communicating transparently, focusing on education, and using multiple media channels, firms can build trust and credibility with a broad audience.

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    ChatGPT turns two: why asset managers shouldn’t put all their eggs in the AI basket

    By Madalena Thirsk, Capital Markets

    Generative AI is revolutionising global business, and the asset management space could witness a dramatic transformation. Two years post-ChatGPT’s launch, 50% of global executives plan to budget for AI over the coming year. But relying solely on the promising technology risks losing unique voice, publishing errors, and painfully generic communication. Asset managers must balance AI’s efficiency with expertise from specialised capital markets PR agencies for accurate and novel communication.

    It’s been two years since ChatGPT launched on November 30, 2022. Since then, AI has evolved from what seemed a sci-fi concept to a tool that’s reshaping industries in unimaginable ways.

    KPMG research recently revealed 50% of global business executives are planning to budget for gen AI in the next 6-12 months[i]. Asset managers are no exception. Despite being one of the later players to join the generative AI (GenAI) game, the industry is expected to invest heavily in the technology moving forward. The report highlighted four key areas where GenAI could have the greatest impact, with one notable area being content generation, including client communications and compliance reports.

    It isn’t too difficult to see how transformative this could be, with AI able to draft press releases, blog posts, and social media content not only with tremendous speed, but also for a fraction of the cost. It could feasibly automate a huge portion of basic content drafting, freeing up PR professionals to focus on more creative and strategic work. But it is important to remain cognisant of the risk associated with an overreliance on these exciting new tools.

    There is no doubt that AI is touching every industry – a fact we have witnessed firsthand as a capital market PR agency. And while staying ahead with AI is essential, over-relying on it for content and media strategies poses dangers. In this blog, we’ll explore some of these potential pitfalls and highlight the importance of maintaining a balance between automation and personalised communication in the PR space.

    Pitfalls of falling in the AI trap

    • Losing your unique voice. Gen AI can churn out loads of content, but it often lacks originality. In such a competitive landscape, you can’t afford to sound like a robot! In the asset management world, where standing out and building trust with clients is everything, generic language can make your company seem unremarkable and easy to overlook.
    • Now, let’s make a distinction. As outlined in BCG’s report on the AI transformation, AI is transforming personalisation by letting asset managers customise portfolios at scale – think tailoring investments to thematic preferences, like cutting back on oil and gas exposure[i]. But here’s the catch: while AI can help understand your clients better, it cannot begin to mimic the quality content and strategic messaging that a specialised capital markets PR agency offers. A good story must feel personal, creative, and distinct. That part needs a human touch.
    • Getting it wrong when the stakes are high. One major issue with GenAI is it is often plain wrong. Every time you open ChatGPT, you are met with: ChatGPT can make mistakes. Check important info. There is no doubt that the information being put out for clients to read is important, especially for asset managers who are responsible for protecting clients’ investments and wealth. Even minor inaccuracies can damage credibility. Asset managers who rely on AI for facts in client communications or PR may quickly find themselves in hot water if the software misses the mark. For an industry that’s all about precision, human oversight is critical to ensure what’s being shared is 100% accurate.
    • Generic content and outreach fall flat. Effective media outreach requires knowing your audience and crafting pitches that really speak to journalists’ agendas. Gen AI can help with volume, but it lacks the nuance needed to make your firm stand out. This is true for content generation that needs to resonate with the client on a more personal level and for ensuring that your content peaks the interest of journalists, most of which receive hundreds of emails a day from competitors. If your outreach feels generic or doesn’t hook them immediately, it won’t make it into the top tier titles. For firms looking to establish and maintain strong relationships with these media outlets, relying on AI alone for media relations can actually be a setback.

    Beyond the bots: why experienced communication professionals are still key

    • From generic to genuine. AI’s role in drafting basic content cannot be overlooked. On the one hand, it offers speed and efficiency, which can be advantageous. But when it comes to standing out, especially in competitive hubs like the UK – which is home to over £9.1tn in assets under management (AUM), making it the second-largest global centre for investment management after the US – more is expectediii. Let’s look at some examples from a capital markets PR agency, where creativity can be applied across industries like asset management: 

    Don’t get spooked by spoofing – cross-product manipulation is the real Frankenstein’s Monster – Rising cases of market manipulation in different forms, tying the topic to the upcoming Halloween holiday. 

    Super Mario’ still looms over of the plumbing of European monetary policy. Drawing a parallel between the iconic video game character Super Mario and Mario Draghi in light of his departure from the ECB. 

    WhatsApp whispers: the insider trading drama ‘Industry’ overlooks – Does the BBC show Industry really reflect the world of financial communications compliance? Discussing aspects of insider trading the show misses. 

    • Trust isn’t automated. Communications professionals are important in ensuring messaging reflects the company’s voice and resonates personally with clients – something AI cannot fully replicate. Asset managers are responsible for creating and managing diversified portfolios tailored to clients’ risk tolerance, investment goals, and time horizons. This involves carefully selecting, monitoring, and adjusting investments. With so much at stake, clients don’t just seek expert advice – they also look for a personal connection and trust with their asset managers. 
    • Robots can’t build relationships. A good PR team knows how to tailor pitches, establish useful contacts with journalists, and stay up to date with what’s happening in the industry. Until AI robots are roaming the earth, building tangible relationships for your company with key top tier news outlets, human expertise remains invaluable in building relationships and securing coverage in the most relevant asset management publications.  

    Gen AI has opened a lot of new doors for asset managers, making content creation faster and more efficient. But leaning too heavily on AI can dilute your company’s voice, introduce errors, and lead to uninspired outreach. When you combine AI with the expertise of a specialist capital markets PR agency, you get the best of both worlds: AI’s efficiency paired with the human creative touch.  

    Key takeaways

    Q1: What are the key risks of relying solely on generative AI in asset management? 
    A1: Key risks include losing a unique brand voice, potential inaccuracies, and generic client outreach that lacks resonance and engagement. 

    Q2: How can capital markets PR agency communication professionals’ expertise complement AI tools in PR? 
    A2: Communication professionals’ expertise brings creativity, nuanced communication, and trusted client and media relationships that AI alone cannot fully replicate. 

    Q3: Why is maintaining trust essential in asset management communication? 
    A3: Asset managers need to ensure accurate, personalised messaging for a client base that not only seek expert advice, but also look for a personal connections and trus. 

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    Is Your Website ESG-Proof? Why Carbon-Conscious Web Design Matters

    By Marko Batarilo, Senior Development Lead

    Websites contribute significantly to carbon emissions, making them a vital part of any ESG strategy. This blog outlines why carbon-conscious web design is essential, practical ways to reduce your website’s digital footprint, and how these efforts benefit both your brand and sustainability goals. 

    When you think about your company’s environmental footprint, does your website come to mind? For most, it probably doesn’t—but it should. As more businesses commit to Environmental, Social, and Governance (ESG) goals, it’s important to recognize that your digital operations matter.  The cumulative impact of the internet is huge, and although one website might not feel like a huge lever to pull, businesses can make a small but genuine contribution to driving change by getting their own online house in order.

    As a message to your customers and stakeholders, it shows that you care about your impact – even sweating the small stuff – and that you have attention to detail. It can also have an impact on your SEO.

    Reduce your website’s carbon footprint

    Think about it: every time someone visits a page on your site, energy is being consumed to load images, play videos, and transfer data. All of that is powered by servers that run day and night. In fact, the internet’s annual carbon emissions rival those of the aviation industry. For companies trying to demonstrate true sustainability, overlooking their digital carbon footprint can be a costly misstep. This is particularly relevant for sectors like energy and industrials, capital markets, and financial services, where ESG commitments are becoming increasingly scrutinized.

    Why your website’s carbon footprint matters

    If your website is heavy with large files, high-resolution images, and fancy animations, it’s also heavy on energy use. Companies in our key sectors – technology, energy & industrials, financial services, and capital markets –  often have particularly content-heavy platforms that contribute to higher energy usage.

    The good news? There are tangible steps you can take to make your website greener. By adopting a more sustainable web design approach, you can not only reduce your environmental impact but also improve your website’s performance and user experience—a win-win for everyone.

    Practical Steps to make your website ESG-Friendly

    The first step is a website carbon audit. It’s about understanding where you are right now—how much energy your website uses and where the big consumption points are. From there, it’s all about making smart, informed changes. Here are some practical ways to get started:

    • Optimize Your Media for Faster Loading: Reducing image and video sizes is a simple but effective way to cut down on energy use. You’d be surprised how much smaller file sizes can improve both your carbon footprint and your page load speeds.
    • Clean Up Your Code to Reduce Digital Waste: Streamlining your code makes your site faster and more efficiently. Clean code means fewer unnecessary processes running behind the scenes, which means less energy consumption and a better SEO ranking.
    • Choose Greener Hosting for ESG Goals: Consider hosting your website on servers powered by renewable energy. Providers like Google and others now offer more sustainable hosting options, making it easier to switch to greener alternatives.

    These tweaks might seem small individually, but together they can add up to a big difference. Not just in terms of sustainability, but also in delivering a smoother experience for your visitors.

    The benefits for your brand and SEO

    Customers and stakeholders are paying attention. They want transparency and authenticity, and they’re actively looking for brands that align with their own values. If you’re pushing an ESG narrative but your website’s environmental impact goes unaddressed, it can create a disconnect that undermines your credibility.

    On the other hand, a well-optimized, low-carbon website sends a strong signal. It shows that you care about the details, that you’re serious about sustainability, and that you’re ready to go the extra mile—even in the digital space. This is a powerful way to connect with today’s more conscious consumer while boosting your SEO by improving site speed and usability.

    Take the first step: website carbon audits

    If you’re committed to ESG, it’s time to include your digital footprint in the conversation. Our agency offers website carbon audits to help you get started. We’ll pinpoint the high-energy elements on your site and make practical, effective recommendations for reducing your digital carbon emissions.

    Ready to make a difference? Let’s create a web presence that’s not just beautiful and functional, but sustainable too. Together, we can build a cleaner, greener internet, one website at a time. Optimizing your website alone won’t change everything—but it’s a step in the right direction. Every small action adds up, and this is one meaningful way to contribute to a more sustainable future.

    Get in touch for your website carbon audit today

    Contact us to learn more about our carbon audit services and how we can help you create an energy-efficient digital presence that aligns with your ESG goals.

    Key takeaways:

    What is a website’s carbon footprint, and why does it matter?

    A website’s carbon footprint comes from energy-intensive hosting and media usage. Addressing it is essential for ESG compliance and environmental impact reduction. 

    How can businesses reduce their digital carbon footprint?

    Optimise media, clean up code, and switch to green hosting. These actions reduce energy use and improve site performance. 

    What are the benefits of sustainable web design?

    It aligns with ESG goals, enhances brand credibility, boosts SEO, and delivers a better user experience. 

    Related Content Links:

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    Was Private Equity’s Successful Lobby for Gentler Tax Hikes a Masterclass in PR?

    By Kirsten Scott, Financial Services

    The private equity industry recently pulled off what many in the comms world might consider a remarkable feat of influence. Facing a proposed tax increase on carried interest—from 28% to a much heftier 45%—the industry lobbied intensely and ultimately succeeded in negotiating a more modest hike to 32%. This seemingly small reduction represents a significant win for private equity (PE) firms, reducing the financial burden that could have impacted their operations within the UK.

    Context: What is Carried Interest and why does it divide opinion?

    At its core, carried interest is a share of the profits that investment managers, such as those in private equity, earn when they successfully grow the value of a fund. Unlike a traditional salary, carried interest is generally only paid out after investors achieve a certain return on their investment. For PE professionals, this can mean years of working with no payout, and if the fund doesn’t perform well, there’s no reward at all.

    However, the debate around carried interest centres on how it’s taxed. In the UK, it’s often classified as a capital gain (historically taxed at 28%), which is lower than income tax rates that go up to 45%. Supporters argue this lower rate incentivises long-term investment, helping fund the growth of businesses and job creation. Critics, however, claim it’s a tax loophole that allows wealthy financiers to avoid higher taxes.

    Rachel Reeves, Chancellor of the Exchequer, faced a difficult balance when delivering her inaugural budget, aiming to fund public services while keeping the UK attractive for global investment. The carried interest tax reform was a key part of this balancing act. The British Private Equity and Venture Capital Association (BVCA) has pushed to convey the benefits of private capital to the UK economy, emphasising how it drives employment, innovation, and regional growth.

    The BVCA’s efforts gained a foothold in government thinking, which was evident in the language published alongside the Budget. It acknowledged that “carried interest has unique characteristics” and pointed out the lengthy, risk-based nature of private capital investment.

    This recognition reflects the impact of BVCA’s lengthy campaign, underscoring the importance of data, personal connection, and well-framed arguments in driving influence.

    What made this campaign so effective?

    This campaign’s success was no accident. It was a carefully crafted, high-stakes private equity communications effort that leveraged some of the most powerful tools in the influence arsenal: strategic data use, influential alliances, narrative shifts, personal connection, and headline-grabbing statements. Let’s break down how each of these tactics played out in the campaign and how they might be applied to other financial communications strategies.

    1) Leverage data for impact

    Data is a powerful tool, but in PR, the trick is using it effectively to support a broader narrative. The BVCA did this exceptionally well, transforming numbers into a story that policymakers couldn’t ignore. Economic evidence such as EY’s report showed that private equity-backed businesses contribute 6% to the UK’s GDP and support 2.2 million jobs, illustrating the sector’s vital role. Private capital supports 10% of private sector GDP, which made a compelling case for its broader value to the economy.

    The BVCA presented this data strategically to demonstrate how the tax increase could undermine economic stability and job growth. For policymakers, these numbers showed PE’s importance not only for investors but for the UK economy’s health—a crucial point in the BVCA’s lobbying message.

    2) Align with influential voices

    The power of influential voices can never be underestimated, and the BVCA leveraged this to full effect. By aligning with high-profile figures, including global financiers like Blackstone’s Stephen Schwarzman, the association created a network of allies who could advocate in influential circles. The strategy included hosting private dinners and other intimate gatherings where these figures could speak directly to key players.

    With allies like Schwarzman, the BVCA extended its reach beyond UK borders and drew on the credibility of respected names, amplifying its campaign’s impact. This approach enabled PE advocates to frame the tax hike as a policy with global implications, raising the stakes beyond just the UK’s financial sector.

    3) Reframe the narrative

    Private equity has long struggled with a perception problem. The BVCA recognised that the “profit at any cost” stereotype could derail the campaign and worked hard to reframe the conversation. Rather than hiding behind the criticisms, they shifted focus by highlighting PE’s contributions to local economies and its role in supporting innovation, job creation, and essential services like biotech and clean energy.

    Through its MP Connect program, the BVCA offered MPs a closer look at private equity-backed companies in their constituencies. The tours allowed MPs to witness the jobs and contributions these businesses bring to their communities, humanising the sector and challenging the notion of PE as an elite, disconnected industry.

    4) Connect on a personal level

    One of the BVCA’s most effective tactics was to foster personal connections between PE-backed businesses and members of parliament (MPs). They organised discussions and company tours, where MPs could witness firsthand the impact of PE in their constituencies. This direct engagement gave the campaign a personal touch, making MPs more receptive to the BVCA’s arguments.

    Creating these opportunities for MPs to connect with local business owners helped policymakers see beyond the numbers. They saw the human side of PE-backed businesses, reinforcing the industry’s value in a tangible, relatable way.

    5) Captivate your audience with powerful statements

    Throughout the campaign, the BVCA didn’t shy away from bold statements to capture attention. They issued warnings about a potential “mass exodus” from the UK to emphasise the competitive disadvantage the tax hike could create, potentially driving investment to more favourable tax environments abroad. These statements weren’t just rhetoric; they underscored the potential consequences of the proposed tax hike and kept the message in the spotlight.

    With this strong narrative, the BVCA secured multiple media appearances, including TV interviews, helping to emphasise the urgency of their message and reach a broader audience.

    What can individual brands take from this?

    Marketing teams at private equity firms should consider their brand narrative, in line with this campaign and tap into a similar storytelling approach to benefit their brands. Highlighting positive, relatable aspects of private equity investing, that resonate with a broader audience, PE firms can demonstrate their value beyond finance.

    By strategically leveraging data, building influential alliances, reframing narratives, fostering personal connections, and maintaining powerful statements, the BVCA orchestrated a campaign that protected billions in profits while shaping public perception.

    For PR professionals both in and outside of the PE industry, this campaign offers valuable insights into how complex, even controversial, topics can be navigated with strategic communication. At its heart, the PE lobby’s efforts reiterate the importance of crafting a message that resonates with an audience’s values and concerns—an essential lesson for any private equity communications campaign looking to make a lasting impact.

    Key takeaways:

    • Leverage data for impact
      PR campaigns should always anchor themselves in solid data, but it’s crucial to frame this data in a way that resonates with the audience’s priorities. Whether appealing to policymakers, customers, or stakeholders, data that demonstrates tangible value makes a stronger case.
    • Align with influential voices
      Collaborating with well-regarded industry voices or subject matter experts can enhance credibility and expand influence. This is particularly valuable when the audience or stakeholders may be sceptical; having a trusted, influential ally can help validate the message.
    • Reframe the narrative
      In any PR campaign, addressing and reframing negative perceptions can be more effective than avoiding them. Whether it’s challenging a stereotype or highlighting overlooked positives, shifting the narrative can engage a broader audience.
    • Connect on a personal level
      PR efforts are often most effective when they bring an abstract issue down to a personal level. Engaging directly with stakeholders and creating face-to-face opportunities fosters empathy and understanding, making the message more relatable and harder to dismiss.
    • Captivate your audience with headline-grabbing statements
      Compelling statements, backed by facts, can help amplify the impact of a campaign. Bold claims—especially when supported by data—make a campaign more memorable and can drive audience engagement.

    References:

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    3 mistakes to avoid during Singapore’s event season

    By Louise Veitch, Head of Southeast Asia

    There is an event to attend almost every day in Singapore, but for our core sectors: finance, energy and technology; October-November is peak season. For any business looking to make their mark in the APAC region, events will likely be a key part of their marketing and sales strategy, so it’s important to get right, but very easy to get wrong.

    Tech Week Singapore delivered another great event, consisting of seven simultaneous shows – Cloud Expo Asia, DevOps Live!, Cyber Security World, Data Centre World, Big Data & AI World, eCommerce Expo and Technology for Marketing – and attracting nearly 25,000 senior IT leader attendees and 500+ exhibitors.

    However, there will be many exhibitors, sponsors and delegates who found they didn’t achieve the expected ROI on their investment – and here’s why:

    1) Making a Lasting Impression at Singapore Events

    Spread across two exhibition floors in Marina Bay Sands, Singapore Tech Week is vast. While that means lots of attendees and potential prospects, it also means a lot of brands competing for attention.

    While eye-catching booths will help you stand out, it’s also crucial that your messaging used throughout collateral resonates and encapsulates your brand, while also distinguishing it from competitors.

    At the event there were many companies that had ‘accelerate your digital transformation’, or a version of, as their tag line. Already a relatively vague phrase, it becomes completely indistinguishable when so many use it.

    Are you confident that your messaging is truly delivering for your brand and cutting through noisy markets?

    Are you aware of how your competitors are positioning themselves?

    Are there white spaces that exist that you can claim?

    2) The message is loud and clear: the Importance of Sustainable Data Centers in Tech

    Of the key topics that were explored throughout Tech Week Singapore, data centers and all associated tech dominated the conversation. APAC’s data center market is currently experiencing incredible growth. With it predicted to reach $54.67 billion by 2028 and 7 of its cities ranked in the top 10 for fastest growing connectivity infrastructure, it’s no real surprise that it’s one of the hottest trends.

    Data centre deployments that can support the massive and ever-increasing data requirements of society is the outcome of an ecosystem of providers, but while everyone has their own corporate narrative, one message came through loud and clear – running data centers as sustainably as possible is now a key factor in decision making.

    For brands to showcase how their operations and solutions can deliver greener workflows, it’s imperative their ESG communications are on point.

    Are your ESG communications a fair reflection of your practices?

    Do they understate how you can support sustainable development? Or, are you too far the other way and concerned that you’re overstating them?

    3) Maximize ROI with an Expert Communications Agency

    Events like Tech Week Singapore form an important cornerstone of communications plans. However, attending is a big time and money investment, so objectives need to be set earlier and then supported by activity at the event. When these aren’t in sync and resources are used in the wrong places, that’s potentially big chunks of annual marketing budgets wasted.

    Work with an agency like Aspectus that can support – or drive – your event strategy. Tell us what your business objectives are, and we can work with you so all your activity, including speaking slots, messaging, collateral, social media and media interviews, complement each other to deliver a successful event.

    Aspectus is a global all service communications agency, which means  we partner with technology brands of all sizes to achieve their strategic goals. So, whether you’re looking to sell more, position your brand differently, improve ESG comms or break into a new market, let’s have a conversation.

    You can reach Louise at louise.veitch@aspectusgroup.com

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    Why B2B Brands in Complex Sectors Should Invest in YouTube Ads

    By Stacey Pendrich, PPC Director

    We’ve previously discussed the extent to which B2C marketing tactics can be utilized effectively by B2B firms. The latest iteration of this line of argument is the platforms B2B firms consider appropriate and applicable for paid ads. Our take is that for B2B brands, particularly those operating in complex and niche sectors, YouTube video ads offer a unique way to reach, engage, and convert valuable audiences.

    Not sold? We’ve pulled together five reasons why it’s worth your attention. 

    1. Expansive Reach
      YouTube has around 2 billion active users each month, including business professionals across nearly every sector. As the second-largest search engine after Google, YouTube is a go-to for users seeking knowledge, solutions, and thought leadership—making it ideal for B2B brands wanting to capture high-intent viewers in their target market.
    2. Engaging Content
      Video is an unmatched format for breaking down complex ideas and building trust. B2B brands can showcase their expertise and humanize their offerings through storytelling, product demos, and thought leadership interviews. The trick lies in capturing attention quickly—especially in skippable ad formats. A well-structured video can resonate instantly and increase engagement, brand recall, and trust.
    3. Targeted Advertising & Measurable Results

    YouTube allows precise targeting based on interests, content, and even specific search behaviors, helping you reach relevant audiences without wasting budget. Importantly, YouTube ads are cost-effective compared to many other digital channels, so you can drive meaningful engagement with a strong ROI. YouTube’s performance data enables you to optimize continually, refining your ad content, targeting, and spending for maximum impact.

    • Organic Search Boost
      A well-planned YouTube strategy doesn’t just improve paid reach; it can boost organic visibility too. Videos posted to YouTube often rank well in Google searches, as Google frequently prioritizes video content. This can help your business appear higher in search results, potentially bringing in new leads organically while building your reputation as an industry authority.
    • Versatile Content Across Channels
      Investing in a single, high-quality video for YouTube also opens opportunities for multi-channel distribution. You can reformat and share the content across LinkedIn, your website, email campaigns, and webinars, getting maximum mileage from your video investment. This versatility helps keep your messaging consistent, drives engagement across platforms, and increases ROI.

    So why aren’t more businesses doing it? Our instinct is that it comes back to the perception that certain tactics – and channels – are reserved for B2C campaigns and marketeers have unconsciously eliminated them from consideration.

    But the reality is that by reaching the right people with engaging, optimized content, B2B brands in complex sectors can utilize YouTube ads to build credibility, raise brand awareness, and improve search visibility across channels—all with a solid ROI.

    If you’re interested in broadening the channels you’re utilizing for marketing, we’d love to talk to you – whether to take a proper look at the value of YouTube ads and the benefits they bring to B2B, or to have a wider conversation about challenging more long-standing marketing ‘rules’.

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    Top 5 LinkedIn Ad Products for B2B Marketing Success in 2024

    Karina Bastille, Digital Account Manager

    LinkedIn introduced game-changing ad products in 2024, including AI-driven Accelerate Campaigns, Sponsored Newsletters, and new video ad options. Designed to empower B2B marketers, these tools enhance engagement, efficiency, and ROI. Discover how LinkedIn’s latest features can elevate your marketing strategy and foster deeper connections with your target audience.

    2024 has been an interesting year for B2B marketing. With AI making waves in all industries and the rise of short-form video content, it can be hard to keep up with all the latest marketing trends.

    LinkedIn, however, has kept up the pace and it shows. Over the past year, they’ve released a slew of new products and features that take these trends to heart. Let’s take a deep dive into some of their most exciting new add-ons and see how they can make a difference in B2B marketers’ lives.

    Accelerate Campaigns: AI-Powered Ad Creation

    Last October, LinkedIn began limited testing of one of their biggest products, “Accelerate” campaigns, which is an AI-powered tool in LinkedIn Campaign manager that can build an entire end-to-end campaign in as little as 5 minutes. It does so by scanning the URL input during campaign set-up, along with the associated company page. It has now been released to the public this past July with additional features including:

    • Integration of Microsoft Designer
    • Option to integrate customer data & exclusion lists
    • An AI marketing assistant

    Accelerate campaigns are still fairly new but so far, LinkedIn has reported that this feature has increased campaign creation efficiency by 15% while driving cost per action down by 52%, versus Classic campaigns. It is currently only available for Website Visits and Lead Generation objectives.

    Engaging Audiences with Sponsored Newsletters

    This past summer, LinkedIn expanded its successful sponsored articles ad option to also include sponsored newsletters. Just like the name suggests, this allows businesses to increase audience engagement through newsletters built and managed on the LinkedIn platform.

    This expansion is due to the rise of newsletter popularity on the platform. LinkedIn has reported that there are now more than 184,000 being published on the app and that newsletter engagement has increased by 47% over the past year.

    Both sponsored articles and newsletters can be built out through LinkedIn’s Campaign Manager and are currently available for Brand Awareness, Engagement, Website Traffic and Lead Generation objectives.

    Why Video Ads Are Key for B2B in 2024

    The last few features released this year that made the biggest waves are LinkedIn’s video ad capabilities, which is to be expected. Almost all social media platforms have seen short-form video content steadily rise in popularity, especially in the B2B space. LinkedIn reported an increase in video ads for B2B campaigns and that video uploads are up 34% year-over-year, including short-form videos.

    The rising popularity is not the only reason why B2B marketers are turning to video. More and more B2B marketing leaders have identified video as a leading ad format for maximizing ROI, brand awareness, and lead generation. According to HubSpot’s State of Marketing report for 2024, 17% of marketers have seen short-form videos generate and deliver strong ROI results. For B2B buyers specifically, 63% have said that short-form social video content has helped inform their buying decisions.

    LinkedIn has responded to this growth with three new video-focused products.

    New LinkedIn Video Ad Features for 2024New LinkedIn Video Ad Features for 2024

    • Video Carousel Ads
      • Video carousel ads allow brands to showcase products through multiple videos in a single ad unit, which users can easily swipe through. This feature enhances storytelling by enabling businesses to present different aspects of their products, services, or campaigns in a visually engaging way.
      • Each video in the carousel can focus on different topics, target different audience segments or illustrate different use cases. Advertisers are then able to measure the effectiveness of both the entire ad itself and each individual video.
    • Live Event Ads
      • Live Event Ads enables users to promote upcoming LinkedIn events in-stream before, during, and after the actual event, dynamically adjusting based on when it occurs.
      • This addition is in response to the growing number of professionals viewing live events on LinkedIn’s platform looking for B2B networking opportunities and learning from industry leaders.
    • LinkedIn CTV Ads
      • LinkedIn CTV ads, or LinkedIn Connected TV ads is a managed offering in partnership with NBCUniversal. This is a new advertising format that allows brands to extend their B2B brand awareness on Connected TVs through LinkedIn’s network of publishers, including Paramount, Roku, and Samsung, right within Campaign Manager.

    Conclusion: LinkedIn’s Continued Evolution in B2B Marketing

    Overall, LinkedIn’s new features show that the platform is evolving to meet the demands of its audience and position itself at the forefront of the B2B marketing landscape. See our earlier post to find out why traditional B2B marketing tactics can fall flat and explore what you can do to make sure your brand is front-of-mind.

    For those seeking to stay competitive in 2025 and beyond, embracing these new tools will be key to driving growth and fostering deeper connections in an increasingly digital world.

    Don’t get left behind in the digital shift. Reach out to us today and let’s discuss how we can help you harness LinkedIn’s new capabilities for your business!

    Key takeaways:

    Q1: What is LinkedIn’s Accelerate Campaigns, and how does it benefit B2B marketers?
    A: Accelerate Campaigns is LinkedIn’s AI-based tool that builds end-to-end ad campaigns in minutes. It improves efficiency by 15% and lowers cost per action by 52%.

    Q2: How do Sponsored Newsletters work on LinkedIn?
    A: Sponsored Newsletters allow companies to deliver targeted content directly to LinkedIn users. This new feature meets the rising demand for LinkedIn newsletters, enhancing reach and engagement.

    Q3: Why are video ads significant for B2B marketing in 2024?
    A: Video ads drive engagement and brand awareness effectively, with LinkedIn’s new Video Carousel Ads, Live Event Ads, and CTV Ads offering innovative ways for B2B brands to reach wider audiences.

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    Will AI replace public relations? What business leaders need to know

    Isabelle Dann, Technology

    This blog explores the role of AI in public relations, highlighting its potential benefits and limitations. While AI can automate tasks and enhance productivity, human creativity and storytelling remain irreplaceable in public relations (PR).

    The proliferation of artificial intelligence (AI) presents countless new ways to get things done. In the workplace, AI can be harnessed to automate repetitive tasks, enhance decision-making, and improve productivity. Consequently, many business leaders are turning to automation as a strategy to reduce costs. According to McKinsey, 72% of organisations have adopted AI in at least one business function, with the PR and communications sector being no exception. Nonetheless, more than half (56%) of Fortune 500 companies cited AI as a risk factor – with media, software, and technology firms particularly concerned.

    This raises a critical question: will AI replace PR? And, in turn, the need to partner with an agency?

    Defining PR in the age of AI

    Before answering, it’s essential to define PR. In a nutshell, PR is the pursuit of third-party endorsement through strategic media relations. This approach adds credibility to a brand, as positive commentary is more persuasive from an impartial source. In practice, this involves cultivating a keen eye for a story, which is vital for making company news compelling and creating proactive opportunities. Mastering these narrative skills is essential for success.

    AI’s potential and limits in public relations

    So, how can AI help here? Theoretically, AI can automate countless PR activities, including content creation and idea generation. However, getting the best results means knowing when to use this technology. Just because AI can be used for a specific task doesn’t mean it should. AI is a tool; its effectiveness depends on how we use it.

    Key AI limitations include hallucinations – put simply, making something up – and potential biases. Additionally, the intersection of commercial interests and privacy concerns must not be overlooked.” If sensitive company data is mishandled and fed carelessly into a language learning model (LLM), the ramifications of an NDA breach could be colossal. As such, prioritising information security is paramount.

    The human element: why creativity matters

    Creative caution must also be taken. Asking ChatGPT to develop an article idea from scratch will likely prove a fruitless exercise because outputs from LLMs are, by nature, highly derivative and dependent on whatever data they’re fed. Regurgitating the past without looking to the future does not foster originality. This may change over time if artificial general intelligence (AGI) becomes a reality. However, while we’re in the safer realm of narrow AI, human creativity and curiosity are irreplaceable. Machines might excel at summarising established concepts but are less deft at metaphors, analogies, and other literary devices unless prompted. Similarly, because automated writing is usually formulaic, LLMs fail to deliver surprising and insightful narratives. They also can’t tell jokes. That’s why anyone who attempts to outsource original content writing to ChatGPT will find themselves disappointed. Similarly, PR professionals who make the mistake of leaning on ChatGPT for ideation, rather than summarisation, will stagnate.

    Strategic use of AI in PR

    Still, despite these limitations, AI can unlock significant advantages when used appropriately in PR. Asking ChatGPT to help brainstorm headlines for an article is a different story, because it’s a way of packaging up and boosting human-written content. Similarly, plugging a human-written article into ChatGPT can make it more SEO-friendly by automating the creation of title tags, meta descriptions, H tags, and social posts. Humans should still edit these outputs, but they’re a useful starting point when amplifying content.

    Transcribing meetings automatically – from client briefing calls to internal training sessions – is another ideal use case for AI in PR. Popular paid tools include Otter.ai and Microsoft Teams’ built-in transcription capabilities. Voice typing on Google Docs is a handy trick for anyone lacking the budget for subscriptions.

    AI also helps speed up research through tools like Perplexity AI, a research and conversational search engine that answers queries with natural language predictive text. This makes PRs better at their jobs by granting access to data swiftly and concisely. Pitches to journalists are more convincing when injected with evidence. More broadly, reading widely nurtures writing.

    Further use cases include automated media monitoring and sentiment analysis through tools like Signal AI, advancing reporting efforts. As a result, PRs have more time to carve out new opportunities for clients.

    Why storytelling will always need humans

    Across industries, AI shines when augmenting – rather than replacing – human efforts. PR and marketing professionals alike must be judicious about using AI, taking ethical, commercial, and creative care. In turn, C-suite leaders should avoid falling for short-term financial gains and continue investing in people. Let’s not forget, alongside building brand awareness, lead generation is often a long-term goal of PR efforts. With that in mind, it’s crucial to remember that people buy from people. Throughout my years of industry experience, I’ve found that if there’s no human element in a story – whether the medium is journalism, a conference, or a company website – nobody will buy it.

    Ultimately, good PR rests on storytelling. A good story must provoke intrigue, compelling the audience to want to learn more. In the nineteenth century, Charles Dickens published his novels serially, so his stories appeared in episodic instalments rather than all at once. In addition to leaving readers craving more content – much like a Netflix cliffhanger – this serialisation fostered a deeper emotional connection. Ardent fans wrote to Dickens and each other in a frenzy to discuss a novel’s latest developments, akin to people posting on Reddit and social media today.

    People’s appetite for stories remains as voracious as ever, whether accessed through books, earned media, video games, or podcasts. Successful storytelling – regardless of the method used – provokes genuine engagement and creates an authentic connection.

    AI compels us to rethink the development of humanity. As technology advances and enhances our natural abilities, the demand for human-led storytelling will only increase. Storytelling is inextricably linked with human culture and progress; the stories we tell reflect and reshape our changing identities. Relying on AI for this will yield poor – and, most critically, uninspired – results.

    About the author:

    Izzy started her career as a journalist and now helps tech founders, C-suite leaders, and investors tell their stories and grow their brands. Blending expert counsel, strong media relationships, and compelling content, Izzy excels in creative ideas and strategy. Alongside earned media expertise, Izzy also produces in-depth reports. Sector specialisms include venture capital, cybersecurity, and deep tech, including AI, life sciences, and clean energy.

    You can find her on LinkedIn here.

    Key Takeaways:

    Q1: Can AI fully replace PR professionals?

    A1: No, AI cannot fully replace PR professionals. While AI can automate certain tasks, human creativity, intuition, and storytelling are vital components of effective PR that AI cannot replicate.

    Q2: What are the limitations of using AI in PR?

    A2: AI has limitations like hallucinations, potential biases, and a lack of originality. It struggles with creative tasks like generating metaphors and crafting compelling narratives.

    Q3: How can AI be effectively used in PR?

    A3: AI is best used to automate repetitive tasks, enhance content with SEO-friendly elements, transcribe meetings, and assist in research. However, human oversight is essential to maintain quality and originality.

    Bibliography:

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    How to capture the attention you don’t deserve: rethinking B2B marketing for complex industries

    By Ellie Jackson, Chief Client Strategy Officer

    This blog explores why some traditional B2B marketing tactics are overused in complex sectors and provides strategies for capturing attention during dormant phases. Learn how to build long-term brand affinity and become top-of-mind when your prospects are ready to buy.

    It’s an uncomfortable truth: in the world of niche, high-value B2B industries, your prospects are probably not actively looking to buy from you right now. They’re probably not even close. If you’re selling complex software systems or solutions in sectors like capital markets, financial services or energy and industrials, your audience might only be in the market for your product once every five years, if that.

    So, why on earth would they give you their attention the rest of the time?

    The simple answer is they won’t – unless you earn it. This post will dig into why traditional B2B marketing tactics can fall flat outside of active buying cycles and explore what you can do to make sure your brand is front-of-mind when your prospects do switch from the c.95% “not interested” majority, to the c.5% who might actually be ready to do a deal.

    Less sales funnel, more dormant volcano – understanding your audience’s buying cycles

    The classic B2B marketing funnel is well-understood: awareness → consideration → preference. But for highly specialized B2B sectors, it’s more of a dormant volcano than a funnel. Your target audience is active, engaged, and potentially in-market for a tiny sliver of time, and dormant the rest. And during that dormant phase, no matter how persuasive your sales pitch or how detailed your product white paper, most of your efforts will bounce right off.

    The temptation is to stick to the script and double down on rational, sales-focused content in the drive for leads: case studies, technical specifications, endless webinars. But ask yourself: when was the last time you watched a 45-minute webinar about a tool you weren’t planning to buy? Or read a case study about a solution you’re not actively considering?

    Capturing attention in the dormant zone

    The key is to rethink what capturing attention means. It’s not about trying to bounce someone down the funnel when they’re not ready. It’s about offering something valuable in a way that’s memorable, useful, and maybe even a little unexpected.

    Since they don’t need your solution right now, you’ve got to create content that actually delivers intrinsic value. Something they’d engage with even if they have no intention of buying today. In other words, the type of content that doesn’t directly sell anything.

    But how does that drive ROI? It doesn’t… well, not immediately (and not in the next quarter’s measurement of that marketing effort). But that’s okay, because they were never going to convert right now. You’re optimizing for memory. And in a world where somewhere around 95% of your audience is currently not in market, getting your brand to stick in their minds so it’s there when they do become active buyers is a massive win.

    Four Strategies for Capturing Dormant B2B Attention

    So how do you capture the attention you don’t deserve? By being genuinely interesting, relevant, and even entertaining.

    1) Usefulness Over Salesmanship

    Content that’s directly related to your product features or benefits has its place. But outside of buying cycles, it’s as compelling as a dry sales pitch during happy hour. Instead, create content that tackles the problems your target audience cares about, even if they’re tangentially related to your product.  

    Think interactive tools that help them benchmark industry metrics, or short, insight-packed research papers that shed light on an industry trend. Not only do these formats provide value, they also position your brand as an ally in solving their problems, not just another vendor pitching a tool.

    2) Surprise Them (In a Good Way)

    B2B marketing has a deserved reputation for being, well, boring. When everyone else is playing it safe, the occasional curveball can be enough to make your brand memorable. Of course it still has to feel true to your brand, but a touch of humor, a well-placed infographic, or even a creatively animated explainer video can stand out in a sea.

    For instance, how about a brief, clever explainer video breaking down a complex regulatory change your audience might be grappling with? If it’s smart, relevant, and shareable, it might just get forwarded around their team. Even if they don’t need your product right now, they’ll remember who made it easy to understand.

    3) The Trojan Horse: Thought Leadership

    Thought leadership is an overused buzzword. But when it’s done well, it’s one of the few things that can draw in even the most disinterested audiences. Remember: the best thought leadership doesn’t have to sell anything at all – and indeed if it’s intended for media, it probably won’t get published if it does. What it should do is offer a unique perspective or insight that your audience can’t find elsewhere – ideally coupled with some sort of creative hook – or reference to popular culture – to catch the eye.

    4) Take the contrarian view

    Just like good music, good marketing is about tension and resolution. Is there a myth that needs busting, or a long-held belief that needs taking apart? Not only does this sort of content get people talking, and sharing, but also positions your brand as a thought leader willing to take a stand.

    From Forgotten to Front of Mind

    The goal is simple: when your dormant buyers enter the market, your brand should be the first one that springs to mind. That means building a connection now, long before they’re ready to sign a purchase order. It’s about playing the long game—creating moments of genuine engagement that build positive associations and, ultimately, brand affinity.

    Because when your prospects finally are in market with intent to buy, that carefully constructed, rational white paper will be invaluable. But until then? Capturing the attention you don’t deserve means knowing when to turn down the hard sell and just offering up content that’s too good to ignore.

    And if you’re still unsure how to do it, let’s chat. Our team specializes in turning passive attention into powerful brand recall—even when nobody’s buying.

    Key Takeaways

    Q1: Why do traditional B2B marketing strategies fail outside active buying cycles?
    A: Traditional tactics focus on immediate conversion, but in niche sectors, most prospects are dormant. Engaging them requires content that offers value beyond a sales pitch.

    Q2: How can you capture attention when prospects aren’t in-market?
    A: Provide useful, unexpected content that aligns with their challenges, such as interactive tools, thought leadership, or creative formats like videos.

    Q3: What’s the benefit of engaging dormant audiences?
    A: Building memory and brand recall now ensures your brand is the first they remember when they are ready to buy, making you the preferred choice.

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