The Difference Between Paid, Owned and Earned MediaTomorrow People
Paid media is the coverage you buy. Owned media is coverage you produce and own. Earned media is coverage others produce. This article goes through the strengths of each of these three media and explains how they can work together to optimise marketing campaigns.
Paid Owned Earned Shared Convergent Social: Media Models - Curated list of 7...Nick Kellet
A curated list
Originally via
http://list.ly/list/Rt3-70-plus-paid-owned-earned-and-shared-media-models-graphics-posts
There's no commentary here. That's to follow in a second deck with a new model. This is purely research document - one that's useful for anyone who needs to fasttrack their learning on POEM
The terms earned, owned and paid media have become very popular in the digital marketing space. Together they can be applied as a simple way for digital marketers to categorize and ultimately prioritize all of the media options they have today.
Storytelling platforms are those platforms which are used by companies to promote their products. These platforms also help companies in maintaining long-term relationship with existing customers. These platforms are Paid, Owned and Earned Media
Developing a Social Content Strategy: Finding the right mix of paid, owned an...Merit Pages
Amy Mengel's presentation from the 2012 PRSA Counselors to Higher Education Senior Summit defines different types of content types: paid media, owned media, and earned media, offers examples of each from across higher education institutions, and discusses a framework for integrating the three types of media in to a strategic communications approach.
The Difference Between Paid, Owned and Earned MediaTomorrow People
Paid media is the coverage you buy. Owned media is coverage you produce and own. Earned media is coverage others produce. This article goes through the strengths of each of these three media and explains how they can work together to optimise marketing campaigns.
Paid Owned Earned Shared Convergent Social: Media Models - Curated list of 7...Nick Kellet
A curated list
Originally via
http://list.ly/list/Rt3-70-plus-paid-owned-earned-and-shared-media-models-graphics-posts
There's no commentary here. That's to follow in a second deck with a new model. This is purely research document - one that's useful for anyone who needs to fasttrack their learning on POEM
The terms earned, owned and paid media have become very popular in the digital marketing space. Together they can be applied as a simple way for digital marketers to categorize and ultimately prioritize all of the media options they have today.
Storytelling platforms are those platforms which are used by companies to promote their products. These platforms also help companies in maintaining long-term relationship with existing customers. These platforms are Paid, Owned and Earned Media
Developing a Social Content Strategy: Finding the right mix of paid, owned an...Merit Pages
Amy Mengel's presentation from the 2012 PRSA Counselors to Higher Education Senior Summit defines different types of content types: paid media, owned media, and earned media, offers examples of each from across higher education institutions, and discusses a framework for integrating the three types of media in to a strategic communications approach.
Facebook as communications tool in the digital age for marketersTouseef Ahmed
The upcoming of social media networks has altered the ways individuals interact with families, friends, businesses, and even strangers. Since, Social media is used as a communications medium, therefore it can rightly be said as a tool to reach out to that population already present on the platform. As per Statista, there are around 2.46 billion active social media users in and around the world. This is expected to grow to 2.77 billion users until 2019. An average user spent 135 minutes over Social media platform in 2017 as compared to 90 minutes spent over social media in 2012. Globally, total number of social network users surpassed the count of 2 billion users in 2016.
Online advertising, which mostly consists of sponsored links and display, is essential to digital marketers that want to increase their online visibility. However, customers don’t trust anymore advertising messages, and tend to look for information before purchasing goods or services. Content marketing techniques enables brands to improve their e-reputation.
The definitive-guide-to-social-media-marketing-marketoTara Boras
A good guide for those of us that have been working in a more "traditional" communications Ad/Marketing role as to why social media is one of the most powerful ways to reach and engage with consumers today. And why it's one of the most effective (and perhaps cost-effective) channels to connect with your audience.
Linkdex’s Chief Strategy Officer, Matt Roberts, gave an interesting talk on ‘SEO for Brands in 2014’ at BrightonSEO.
SEO has changed significantly over the last 12 months and Matt’s presentation focuses on what SEO means to the brands that want and need to be visible and persuasive in the Organic SERPS in 2014.
Facebook as communications tool in the digital age for marketersTouseef Ahmed
The upcoming of social media networks has altered the ways individuals interact with families, friends, businesses, and even strangers. Since, Social media is used as a communications medium, therefore it can rightly be said as a tool to reach out to that population already present on the platform. As per Statista, there are around 2.46 billion active social media users in and around the world. This is expected to grow to 2.77 billion users until 2019. An average user spent 135 minutes over Social media platform in 2017 as compared to 90 minutes spent over social media in 2012. Globally, total number of social network users surpassed the count of 2 billion users in 2016.
Online advertising, which mostly consists of sponsored links and display, is essential to digital marketers that want to increase their online visibility. However, customers don’t trust anymore advertising messages, and tend to look for information before purchasing goods or services. Content marketing techniques enables brands to improve their e-reputation.
The definitive-guide-to-social-media-marketing-marketoTara Boras
A good guide for those of us that have been working in a more "traditional" communications Ad/Marketing role as to why social media is one of the most powerful ways to reach and engage with consumers today. And why it's one of the most effective (and perhaps cost-effective) channels to connect with your audience.
Linkdex’s Chief Strategy Officer, Matt Roberts, gave an interesting talk on ‘SEO for Brands in 2014’ at BrightonSEO.
SEO has changed significantly over the last 12 months and Matt’s presentation focuses on what SEO means to the brands that want and need to be visible and persuasive in the Organic SERPS in 2014.
Creative formulas in a magazine are ads that diverge from standard ad pages.
They can come in all forms. From a folder or glued sample to a cover ribbon or chalk paper.
The Print Campaign Analysis by Millward Brown DigitalSanoma Belgium
The Print Campaign Analysis, a “meta-analysis “ conducted by Millward Brown, an authority in the assessment
of advertising impact, examined nearly 100 ad effectiveness studies that the advertisers themselves had
originally commissioned. Millward Brown’s report finds that print advertising results in the greatest increases
in persuasion metrics—brand favorability and purchase intent—compared to other platforms. These
advertiser-generated data also reveal that when advertisers used print magazine in combination with other
platforms, they were most successful in raising outcome metrics, leading to the conclusion that digital
platforms work best when they are connected to powerful traditional media, such as print.
This presentation looks at the consumer perspective and the small business perspective on social media marketing and what Constant Contact is doing about it.
Ambassadors: Your Brand's New Social Network - ReadyPulse & WOMMA Webinarreadypulsemarketing
Digital influencers have 12x more impact when they post social proof of brands and their products. Social proof is the primary cause of 50% of purchases made by consumers, because it gives them the proof they need to feel confident making a purchase (McKinsey).
Does your brand know who your brand advocates are, how to leverage them to extend your brand's reach, and how to increase sales with their power of influence? Get the answers to these questions and many more from Ambassadors: Your Brand's New Social Network. WOMMA and ReadyPulse share their insights on how opt-in brand ambassador programs are changing the way brands engage, interact, and activate their best customers as part of a customer centric marketing strategy.
This Presentation Covers:
- Why brand advocacy is crucial for your 2015 marketing strategy
- What qualities to look for when recruiting the best brand advocates for your brand ambassador program
- How to create an online branded community to increase brand authenticity, trust, and loyalty
- How to measure the effectiveness of your ambassadors to determine your most influential advocates
- How to leverage your best advocates in your marketing to drive more engagement, conversions, and revenue
PR Measurement Summit 2016 Session 1: Getting The Basics of Media Intelligenc...CARMA
Ben Levine, Vice President,Global Research & Analytics for Ketchum conducted a workshop on Getting The Basics of Media Intelligence Right last October 12th as part of the 2-day PR Measurement Summit. The theme of the event was “Measurement in an Age of Integrated Communications”. This was held last October 12th-13th at the Address Dubai Marina, Dubai, UAE.
Influencers - real growth channel or just a unicorn? Providing an intro to the current influencers' landscape, challenges and opportuntities as well as best practice examples and tips on how to position this channel in the digital mix.
Finally recommendations on how does success look like and measurement advice.
Social Listening: Harness Marketing Insights from Consumer ConversationsSocial Media Today
Social channels like Twitter, Facebook, Instagram and even Reddit have brought brands and their audiences closer than ever before. If your marketing team is like leading organizations around the world, you’re already using social listening technologies to conduct market research, monitor and measure your campaigns, and support customers.
That’s a great start. But if you and your team aren’t aware of all the other ways that you can use social media to really maximize your marketing investments, you could be missing out on additional channels to exceed your targets, expand your share of voice, and create even more marketing-generated revenue for your organization.
Join our experienced panelists as they discuss how innovative marketing teams are expanding their social monitoring strategies, including:
Using real-time alerts and trends for reputation & crisis management
Distributing social data and insights across the enterprise
Conducting content research to discover topics of interest for targeted influencer and advocate campaigns
Influencer marketing continues to evolve with some brands looking to double their investment in 2017. In this session our team shares their experience, expertise and what to expect in the coming year.
Début 2016, 5 parcs d’attraction dans 5 villes de flandre se transforment en Flair jungle pour la toute première édition des Flair Games. Un concept inédit pour les femmes de 18-35 ans met en compétition 500 participantes enthousiastes qui se livrent une lutte tant ludique qu’acharnée. Un after-battle bar clôture la journée avec brio.
In het voorjaar van 2016 worden 5 parken in evenveel Vlaamse steden omgetoverd tot een ware Flair Jungle voor de allereerste editie van de Flair Games. Een gloednieuw belevingsconcept voor vrouwen van 18-35 jaar, waarbij telkens 500 enthousiastelingen het in teams tegen elkaar opnemen in actieve en ludieke battles. Een leuke après-battle bar sluit de dag af in feeststemming.
What do women expect from their bank? Is there a difference between women and men in a relationship? Sanoma Pulse Banking answers these questions for Belgian Women.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
3. Understanding Cross Media
2004
Dove Cross
Media
2005 – 2008
Studies that
focus mainly
on banner
ads
2009 -2010
Cross Media
Studies for
all media
including
search,
video, viral,
facebook,
etc
2010-
Present
Multi
channel
touch point
analyses
6. Problem 1: Media selection and allocation is in
most cases based upon reach
• To understand and evaluate the effects of media we see that selection and
allocation is based upon reach.
• Advertisers are more and more interested in impact. Impact is a
combination of reach and impact for the brand.
• The impact for the brand is not measured in a structured way. Lots of
different models and funnels.
7. Problem 2: Cross Media research is based upon
comparing incomparable groups
• In most cross media research we use a test-control methodology to
compare exposed with non exposed people.
• Although we use weighting, segmentation, large pre-measurement
samples, etc, the conclusion of CIMM (conclusion of coalition in multi
media) is that this does not work
8. Problem 3: Measuring Exposure is difficult and
not reliable
• Registering exactly what people see and do is most preferred.
• However, impossible to do and therefore we use proxies based
upon:
• Opportunity to See
• Recognition
• A combination
• Recent studies of Google in the UK concluded that all methods
are not good enough
9. Problem 4: measuring effects of a campaign is
measuring strength of ads
• Single cross media results are dominated by the strength of a
creative design.
• Besides the strength of an ad there is always a significant impact on
results of the strength of a brand
• Combining effects of multiple cross media studies is difficult
because there are a lot of variables that need to be considered
10.
11. What did we realize?
• Client Presentation and interest
• Articles in Admap and
Frankwatching
• Presentation MIE (4th of over 90
presentations)
• European Emma conference:
media convergence
• Icoria Presentation
• Positive tweets and retweets
12. ResearchEnding
Join the next research meeting
We created an unique design
• Single Source
• Experimental Design
• Multiple brands and ads
15. 15
People like brands
Awareness and familiarity of a brand are important drivers for sales. People are willing to
pay more for brands that are well know.
0,0% 10,0% 20,0% 30,0% 40,0%
A brand that no one knows is for me
less interesting
I think it is logical that we pay more
for a well known brand
The brand I buy tells something about
me
A well known brand guarantees
quality
Netherlands Belgium
• The role of salience for brands is
evident. Awareness and
familiarity of a brands does not
only make sure that brands have
a prominent position in the brain
of a consumer, the perception of
that brand is also influenced by
it.
• Building awareness and salience
is for that reason an important
KPI in every marketing plan.
16. 0,0% 20,0% 40,0% 60,0%
Use social media to see what
people say about brands
Visit the site of a brand to
understand the brand better
Look for online information
about products and brands
Look at reviews and
experiences from others
Look for information about
brands via my mobile device
Netherlands Belgium
0,0% 20,0% 40,0% 60,0%
Use social media to see what
people say about brands
Visit the site of a brand to
understand the brand better
Look for online information
about products and brands
Look at reviews and
experiences from others
Look for information about
brands via my mobile device
Netherlands Belgium
16
I do this more oftenI never do this
And people look for information about brands
The website of a brand and reviews from other people are important sources to
understand brands and products better. The use of that has increased significantly over
the years. Social media are not used for getting information about brands.
17. We notice strong advertising effects from paid media
for all layers of the pyramid
• Exposure to paid advertising can have
great impact on the performance of a
brand. These effects are significant for
all Brand Aspects in the Keller Pyramid.
• The best way to achieve significant
effects is to create great advertising. The
more an ad is able to influence the
mental network of a brand the better an
ad is.
• Important for every ad is to understand
the influence this ad has on the brand
and whether it can strengthen the
mental position of a brand.
18. 18
The effect of paid and owned
Owned media make the effects of paid media stronger. The combination of paid and
owned media are important to build brands.
1. The additional effects of owned media on
top of paid is strong. Owned Media
increase the effects of a Paid Media
Campaign.
2. The combination of paid and owned media
contribute mainly on the image of a brand
and it will create stronger associations with
that brand.
3. The combination of paid and owned is
strong and need substantial attention from
every advertiser, especially in an integrated
campaign.
Conclusions
0
50
100
150
200
250
300
Paid Paid Owned
57 61
45
56
31
43
40
51
48
50
Salience Performance Imagery Judgments + feelings Resonance
Brand Effects
221
261
19. 19
The effect of earned media
Adding earned media to Paid and Owned do not increase the overall effects of a
campaign. Earned media make the overall effect less strong.
1. Paid, owned and earned media
together do have a significant impact
on the performance of a brand.
2. However, earned media does not
contribute positively to these effects.
It does not make a paid and owned
campaign stronger.
3. Generating earned media mainly
influences mainly the top layers of
the pyramid and influences choice.
ConclusionsEffect on Brand KPI’s
0
50
100
150
200
250
300
Paid Owned Paid Owned Earned
61 60
56 48
43
34
51
45
50
29
Salience Performance Imagery Judgments + feelings Resonance
261
216
20. 20
The evaluation of earned media is important
The evaluation of earned media is a significant driver for effect. Positive earned media
keeps the brand at the same level. Negative earned media will decrease the effects of
paid and owned.
1. The evaluation of earned media has a
clear impact on the impact of earned
media for all layers of the pyramid.
2. Negative earned media does not increase
the effects of a paid and owned
campaign. It is important to avoid this.
3. Positive earned media does not influence
the impact of paid and owned. It keeps
the impact at the same level and does
not create an additional effect.
ConclusionsDifference positive –negative
13
11
10
16
11
11
6
4
9
7
0 5 10 15 20
Salience
Performance
Imagery
Judgments +
feelings
Resonance
Negative Evaluation Positive Evaluation
21. Conclusions combination of media
• The combination Paid and Owned is
probably the strongest combination to
realize significant effects. This means
that an advertiser can control and
manage the success of a campaign as
long as he is using the right ads and the
right tools.
• The impact of earned media is less than
expected. Negative feedback or word of
mouth decreases the overall effect of a
good campaign. Therefore it is
important to act and react when
negative feedback occurs.
22. 22
BelgiumThe netherlands
People use magazines and television more
The use of the different media shows that people use magazines and television more to
get credible and usefull information than twitter and facebook
0,00 1,00 2,00 3,00 4,00 5,00 6,00 7,00
Give me useful information
Give me credible information
Make me happy
Make me enthusiastic
Are original and unique
Make me respond
Make me feel committed
Irritate me
Are sometimes not clear
Twitter FB Magazines TV
0,00 1,00 2,00 3,00 4,00 5,00 6,00 7,00
Give me useful information
Give me credible information
Make me happy
Make me enthusiastic
Are original and unique
Make me respond
Make me feel committed
Irritate me
Are sometimes not clear
Twitter FB Magazines TV
23. 23
What is important for your favorite brand
Brands need to inform people with clear message
It is not important for people that their favorite brand is on twitter or facebook, it should
listen to the consumer and inform via paid and owned media
0,00 1,00 2,00 3,00 4,00 5,00 6,00 7,00 8,00
Is an active brand on Twitter
Ia an active brand on Facebook
I a well known brand
Advertising of this brand make me feel good
Is a brand that is familiair and different
Is a brand that is positively evaluated by others
The brand is mentioned in product tests and review sites
Is a brand that insprires me with recommendations
Is a brand that informs me well via their own site
Is a brand with a clear message and communication
Is a brand that fits me
Is a brand that listens to the needs of the consumer
NL BE
24. Conclusions research
• In market cross media research is
almost impossible to do well. There
are over 50 channels, different
consumers, a variety of ads and
brands and how do you control all
the bias that happens in real life?
• Creating (longitudinal) designs will
learn us what will happen and why.
It gives much more flexibility to
understand and optimize than
regular cross media research.
25. Next steps
• We know that people want to be
informed via paid and owned
media.
• What happens if a brand gets a lot
of negative reactions on Facebook
or Twitter?
• Is it sufficient to advertise the
regular advertising or should a
brand address the issue and tailor
paid and owned media?
