I've seen several webinars and articles this week about the rise of earned media in the marketing mix. 35% of people online have installed ad blockers. They trust reviews and editorial content. (Forrester Research) This is very good news for PR practitioners. But as more agencies not familiar with the ethos of media relations jump on this bandwagon there are some … [Read more...]
Earned Media Outperforms Paid in Demand Gen
According to a recent Demand Gen study B2B marketers are looking for new ways to drive demand, increase brand awareness and bring more prospective customers into the funnel. Earned media is growing more and more appealing to these companies, as the price of paid efforts increases. Working with Cision, Demand Gen found that 79% of marketers are prioritizing earned … [Read more...]
Influencer Marketing – Owned or Earned?
Influencer marketing is no longer some edgy new technique..According to an eMarketer study 86 percent of marketers used this strategy in the last year and most marketers are looking to double their investment in 2017. That's because they see results. 71 percent of consumers are more likely to make a purchase based on a social media reference. (Source) On average, … [Read more...]
3 Pillars of Success in Digital Marketing
The 2015 State of Digital Marketing report by Smart Insights says that to succeed in this field you need three pillars: Digital Strategy: According to this report 50% of companies have no digital marketing strategy at all. This is indeed the first step - without a strategy you are flying blind. And without a strategy you're unlikely to be producing the quality content … [Read more...]
Earned Media Tip #7: Use Offline Events for Content
This post is part of the series of 10 tips to increase earned media You can find links to all the posts in the series in the right-hand column of the blog. At the core of earned media is great content. You have to offer the reporter, editor or blogger something that they value - content that will help them interest or entertain their readers/viewers. Media is all … [Read more...]
