Specialist tech PR firm brought on board to highlight need to localise web content 

Johnson King has been appointed by US technology firm, Digital Element, to manage an integrated PR campaign, encompassing media relations, analyst relations, social media and speaking events, covering the whole of Europe.  The campaign will highlight Digital Element’s expertise in helping online publishers, retailers and ad companies deliver personalised web content to each and every customer, based on their exact location. 

Digital Element’s pioneering ‘geo-targeting’ technology is able to pinpoint the location of each person surfing the web, based on the unique IP address of their computer, and uses this information to help online businesses offer personalised content.  For example, a music streaming site could vary its gig listings depending on the postal code of the site visitor, while a multinational retailer could automatically provide information in the correct local language and currency.  Johnson King’s campaign will highlight well-recognized brands that are already working with Digital Element, and will also centre on the growing need to offer web customers much more personalised services. 

“Competition between online retailers, publishers and advertisers is rife, so it makes sense that they don’t just push out the same old content to each and every visitor, but tailor it according to where that person lives,” said Claire Ayles, account director for Digital Element at Johnson King.  “Our campaign for Digital Element will show just how important and easy it is to deliver highly targeted, localised information to everyone surfing the net.”