How fluent are you in paid media? The vocabulary that was once exclusive to the advertising industry has become required learning for today's top PR professionals. This quick guide defines key paid media terms and explains why they matter to all communicators.
Giving an overview of why Paid Owned and Earned Media (POEM) is more relevant than ever before. Understand the what the channels are; reason for growth; and how to approach it.
The Impact of Owned vs. Paid media April 2017Tom Collinger
The Medill IMC Spiegel Research Center at Northwestern University in partnership with Publicis Media conducted a study on the influence of Paid vs. Owned media on sales. The study looked at media and earnings data for 800 brands across 50 categories. This was a presentation given at the Advertising Research Foundation’s 2017 conference.
Mobile Essentials: HCMC - Paid, Owned, Earned of Mobile MarketingDacey Calisura
Understand the Paid, owned and earned opportunities in mobile marketing. Presented at the Mobile Essentials event in HCMC, Vietnam on 27th October, 2015.
Copyright 2015.
wwww.vietnamdigitalacademy.com
info@vietnamdigitalacademy.com
www.vietnamworks.com
Paid Owned Earned - the book [sample editorial] by Nick BurcherPaid Owned Earned
Sample editorial from the new book 'Paid Owned Earned: maximizing marketing returns in a socially connected world' by Nick Burcher.
On sale 3rd March 2012 (available for pre-order Feb 2012.)
This sampler contains an excerpt from chapter one explaining how Paid Owned Earned media all work together and also features a brief excerpt from chapter 7 which discusses how Paid Media TV can be extended into Owned Media and Earned Media (and vice versa.)
Giving an overview of why Paid Owned and Earned Media (POEM) is more relevant than ever before. Understand the what the channels are; reason for growth; and how to approach it.
The Impact of Owned vs. Paid media April 2017Tom Collinger
The Medill IMC Spiegel Research Center at Northwestern University in partnership with Publicis Media conducted a study on the influence of Paid vs. Owned media on sales. The study looked at media and earnings data for 800 brands across 50 categories. This was a presentation given at the Advertising Research Foundation’s 2017 conference.
Mobile Essentials: HCMC - Paid, Owned, Earned of Mobile MarketingDacey Calisura
Understand the Paid, owned and earned opportunities in mobile marketing. Presented at the Mobile Essentials event in HCMC, Vietnam on 27th October, 2015.
Copyright 2015.
wwww.vietnamdigitalacademy.com
info@vietnamdigitalacademy.com
www.vietnamworks.com
Paid Owned Earned - the book [sample editorial] by Nick BurcherPaid Owned Earned
Sample editorial from the new book 'Paid Owned Earned: maximizing marketing returns in a socially connected world' by Nick Burcher.
On sale 3rd March 2012 (available for pre-order Feb 2012.)
This sampler contains an excerpt from chapter one explaining how Paid Owned Earned media all work together and also features a brief excerpt from chapter 7 which discusses how Paid Media TV can be extended into Owned Media and Earned Media (and vice versa.)
Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining social, corporate content, and advertising reach --or risk connecting with the fleeting customer.
Owned and earned media are vital to campaigns, helping to amplify and spread brand messages through the complex paths consumers follow across devices, screens and media. Advertising, or ‘paid’ media, has traditionally led marketing initiatives both online and off-. But advertising no longer works as effectively as it once did unless bolstered by additional marketing channels.
While consumers distinguish less and less between these channels, marketers remain specialized in one medium at the expense of the others. Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter.
”The Converged Media Imperative,” a new research report co-authored by Altimeter Group Analysts Rebecca Lieb and Jeremiah Owyang, explores today's media landscape, and provides a success checklist and actionable recommendations for converged media deployment.
This report addresses the questions: What is native advertising and, by extension, what is it not? It also attempts to map and outline product offerings from the native advertising triumvirate: publishers, technology vendors, and social media platforms. What opportunities are inherent in this nascent form of digital marketing? And what are the inherent risks and pitfalls?
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
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...iCrossing
Brands, media, and audiences used to have distinct roles in the marketing relationship. Today those roles overlap, creating new opportunities and expectations. People are now their own publishers of opinions, experiences, and preferences. They share those sentiments with each other in social spaces. Media properties are now playing host to serious conversations, with readers functioning as active contributors to the story. Brands are realizing that audiences are demanding more of them than simply shouting about their products and services — they are now expected to share back. As these forces blur together, the roles and expectations for brands, media and audiences will continue to change. Find out more at http://www.icrossing.com
According to Forrester, consumers trust expert opinions 6x more than advertising when deciding what product to buy. But earned media is impossible to control and difficult to scale. Until now. Read this research paper from inPowered and Marketing Evolution to understand how major brand marketers are leveraging their earned media, written by trusted category experts, to drive serious lifts in brand favorability, advocacy, and purchase intent and achieve ROI 7-14x campaign investment levels.
Demystifying Social Business Trends for the Insurance IndustryCognizant
We explore how the insurance industry can embrace social media and networking. Far beyond a mere marketing channel, social business in insurance can be used to recruit employees, design products, collaborate, analyze, and much more.
BrightonSEO 2014: SEO In the Bigger Picture Richard Kirk
SEO is an increasingly broad church, and the future of the industry seems to be more and more fragmented. Don;t worry though, as SEO specialists you are experts in owned media and the future of marketing and media is Owned First! Preso contains data proving the ever increasing influence of user experience and owned media like SEO - ensuring practicioners like you will have many opportunities in the next 24 months.
The Ultimate Guide to Social Media Advertising Platforms.pdfSocially Savvy
As the digital realm continues to shape the way we interact, conduct business, and share information, social media platforms have become a bustling marketplace for marketers and businesses seeking to establish a formidable online presence. This guide aims to unravel the intricacies of social media advertising, demystify the vast array of platforms available, and equip you with the knowledge and strategies needed to harness their potential to drive success.
Whether you're a marketing professional, an entrepreneur, or someone simply curious about the digital advertising universe, this guide will provide insights and actionable tips to help you make informed decisions and create effective social media advertising campaigns. From the giants like Facebook and Instagram to the rising stars like TikTok, we'll explore the strengths, nuances, and opportunities presented by each platform.
We'll delve into the mechanics of ad creation, targeting, and optimization, unravel the latest trends in the world of social media advertising, and address the challenges that marketers face in this fast-paced environment. Our goal is to empower you with the knowledge to not only survive but thrive in the ever-shifting sands of social media advertising.
As a digital strategy agency - our focus is helping clients deliver the right message to the right audience at the right time.
From a framework - we created an overview of 13 current media channels designed to help identify the correct strategy, target, and audience.
For more information - please visit http://www.digitalspaceconsulting.com.
Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining social, corporate content, and advertising reach --or risk connecting with the fleeting customer.
Owned and earned media are vital to campaigns, helping to amplify and spread brand messages through the complex paths consumers follow across devices, screens and media. Advertising, or ‘paid’ media, has traditionally led marketing initiatives both online and off-. But advertising no longer works as effectively as it once did unless bolstered by additional marketing channels.
While consumers distinguish less and less between these channels, marketers remain specialized in one medium at the expense of the others. Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter.
”The Converged Media Imperative,” a new research report co-authored by Altimeter Group Analysts Rebecca Lieb and Jeremiah Owyang, explores today's media landscape, and provides a success checklist and actionable recommendations for converged media deployment.
This report addresses the questions: What is native advertising and, by extension, what is it not? It also attempts to map and outline product offerings from the native advertising triumvirate: publishers, technology vendors, and social media platforms. What opportunities are inherent in this nascent form of digital marketing? And what are the inherent risks and pitfalls?
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
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...iCrossing
Brands, media, and audiences used to have distinct roles in the marketing relationship. Today those roles overlap, creating new opportunities and expectations. People are now their own publishers of opinions, experiences, and preferences. They share those sentiments with each other in social spaces. Media properties are now playing host to serious conversations, with readers functioning as active contributors to the story. Brands are realizing that audiences are demanding more of them than simply shouting about their products and services — they are now expected to share back. As these forces blur together, the roles and expectations for brands, media and audiences will continue to change. Find out more at http://www.icrossing.com
According to Forrester, consumers trust expert opinions 6x more than advertising when deciding what product to buy. But earned media is impossible to control and difficult to scale. Until now. Read this research paper from inPowered and Marketing Evolution to understand how major brand marketers are leveraging their earned media, written by trusted category experts, to drive serious lifts in brand favorability, advocacy, and purchase intent and achieve ROI 7-14x campaign investment levels.
Demystifying Social Business Trends for the Insurance IndustryCognizant
We explore how the insurance industry can embrace social media and networking. Far beyond a mere marketing channel, social business in insurance can be used to recruit employees, design products, collaborate, analyze, and much more.
BrightonSEO 2014: SEO In the Bigger Picture Richard Kirk
SEO is an increasingly broad church, and the future of the industry seems to be more and more fragmented. Don;t worry though, as SEO specialists you are experts in owned media and the future of marketing and media is Owned First! Preso contains data proving the ever increasing influence of user experience and owned media like SEO - ensuring practicioners like you will have many opportunities in the next 24 months.
The Ultimate Guide to Social Media Advertising Platforms.pdfSocially Savvy
As the digital realm continues to shape the way we interact, conduct business, and share information, social media platforms have become a bustling marketplace for marketers and businesses seeking to establish a formidable online presence. This guide aims to unravel the intricacies of social media advertising, demystify the vast array of platforms available, and equip you with the knowledge and strategies needed to harness their potential to drive success.
Whether you're a marketing professional, an entrepreneur, or someone simply curious about the digital advertising universe, this guide will provide insights and actionable tips to help you make informed decisions and create effective social media advertising campaigns. From the giants like Facebook and Instagram to the rising stars like TikTok, we'll explore the strengths, nuances, and opportunities presented by each platform.
We'll delve into the mechanics of ad creation, targeting, and optimization, unravel the latest trends in the world of social media advertising, and address the challenges that marketers face in this fast-paced environment. Our goal is to empower you with the knowledge to not only survive but thrive in the ever-shifting sands of social media advertising.
As a digital strategy agency - our focus is helping clients deliver the right message to the right audience at the right time.
From a framework - we created an overview of 13 current media channels designed to help identify the correct strategy, target, and audience.
For more information - please visit http://www.digitalspaceconsulting.com.
101 guide to the basics of paid social media, complete with platform (Facebook, Twitter, YouTube, Vine, Outbrain, Tumblr & Snapchat) average spend and content size requirements for campaigns.
Digital Marketing Services in Pakistan.docxAyesha Fatima
Introduction: Start with a brief introduction to your digital marketing services, highlighting the importance of digital presence in today's competitive landscape.
Services Offered: Outline the specific digital marketing services you provide, such as:
Search Engine Optimization (SEO)
Pay-Per-Click (PPC) Advertising
Social Media Marketing (SMM)
Content Marketing
Email Marketing
Conversion Rate Optimization (CRO)
Website Design and Development
Analytics and Reporting
Key Features and Benefits: Highlight the key features and benefits of your services, including:
Increased online visibility and brand awareness
Higher website traffic and lead generation
Improved search engine rankings
Targeted audience engagement and customer acquisition
Enhanced customer experience and retention
Measurable ROI and performance tracking
Differentiators: Emphasize what sets your digital marketing services apart from competitors. This could include:
Unique strategies tailored to client goals and target audience
Proven track record of delivering results for clients across industries
Experienced team of digital marketing specialists and industry experts
Customized approach with a focus on innovation and adaptability
Client Success Stories/Testimonials: Incorporate case studies or testimonials to showcase successful outcomes and client satisfaction.
Why Choose Us: Convey why potential clients should choose your agency over others, highlighting factors such as:
Commitment to excellence and client success
Transparent communication and collaboration
Dedication to staying updated with industry trends and best practices
Flexible service packages to accommodate varying budgets and objectives
Call to Action: Encourage readers to take the next step, whether it's contacting you for a consultation, requesting a quote, or exploring your service offerings in more detail.
Digital Marketing Services in Pakistan (1).pdfAyesha Fatima
Digital marketing encompasses strategies and techniques used to promote products, services, or brands through online channels such as search engines, social media, email, and websites. It aims to engage and convert audiences by leveraging digital tools and data-driven insights. Effective digital marketing enhances brand visibility, drives traffic, and boosts sales.
Social Media Marketing and its importance :-
Social media marketing is widely used in various businesses small business, banking, retail marketing and so on. It mainly focuses on people not products. With the explosion of internet based messages transmitted through the social media, they are now a main factor in influencing many aspects of consumer behavior like Awareness, Opinions, Attitudes, purchase decisions, post-purchase evaluations.
Social media marketing helps marketers to track and measure what is shared in the social media in order to improve the offered message and adapt it more to the customer needs.
The Internet has now become the most common tool that consumers use to find information on products or services that they planning on buying. Social media marketing services in India and across the world can be utilized to gain maximum visibility, increase sales and improve brand awareness.
Therefore social media mainly affects the purchase decisions of customers because they usually seek opinions and recommendations of others.
This is a short presentation on Digital Marketing which gives an overview of Digital Evolution, Traditional Marketing, the advantages and disadvantages of Digital Marketing, Search Engine Optimization SEO, Google Analytics, Social Media Marketing.
A well prepared and well -thought out presentation on the topic of Marketing and E-marketing covering topics like digital marketing over traditional marketing and goes further to explain how relevant digital marketing is in the business world today.
This training is designed for youth digital natives who want to enhance their skills in digital marketing and social media management to equip them with the knowledge and practical skills that are essential for succeeding in this dynamic field. In today's world, businesses rely heavily on digital marketing and social media to reach their target audience.
There are several consumer trends that influence how we consume and use social media. Knowing this, we pulled together a few predictions from our Access Emanate digital experts on the hottest social media trends we expect to see take shape in 2017.
Leading Women at Access Communications Discuss Work-Life BalanceAccess Emanate
Work-Life Balance. Is that a real thing? What defines it? Who defines it? All valid
questions, and we’re here to tell you there is no right answer. We went ahead
and asked some of our leading ladies here at Access Communications how they
define “work-life balance,” and how they manage to climb the ladder while juggling
everything that is thrown their way, both at home and at the office. Read on to see
what they have to say.
In public relations, we see a lot of creative things. In fact, we do a lot of creative things. Our creative ideas are what our clients depend on us for – they are what helps their brand stand out from the crowd. And because most of the time we are zipping around near the speed of light like particles in the Large Hadron Collider, we need to be able to get creative at a moment’s notice.
We asked some of our staff to share what they do when they need to spark creativity in themselves or their colleagues. From wearing their favorite hoodie to making bootleg Pinterest boards, we hope their tricks will inspire you.
Enjoy.
We hand-selected a group of savvy social media marketers from various industries and backgrounds to get their perspectives on what to look out for in 2015. Get their perspectives in this latest report from Access Communications.
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.
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.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
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
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.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
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.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
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.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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.
2. THE PR PRO’S QUICK GUIDE TO PAID MEDIA
INTRODUCTION
Despite the massive explosion of media over the past decade consumers
continue to trust authentic opinions and recommendations. According
to Nielsen, 84 percent of consumers worldwide say they trust earned
media, including word-of-mouth and recommendations from friends
and family, over all other forms of advertising. What’s more — when
it comes to consumer action, 70 percent trust consumer opinions
posted online.
3. THE PR PRO’S QUICK GUIDE TO PAID MEDIA
THE NOT SO
GOOD NEWS?
Business Insider’s Jillian D’Onfro summed it up perfectly when she wrote,
“Headlines don’t last long.” There is so much content being generated
on a daily basis that a single earned media placement no longer has the
same impact it once did. Savvy public relations professionals recognize
they need to leverage paid media — once strictly the domain of those
in the advertising world — in order to guarantee their earned media is
seen by the target audience beyond organic reach.
Paid media terminology may sound like a foreign language to those
without an advertising background, so we’ll review a framework for
integrated media engagement, break down several key paid media
phrases and explain why they matter to communications professionals
across disciplines.
4. THE PR PRO’S QUICK GUIDE TO PAID MEDIA
++ PAID
Content that brands pay to have placed on
various channels in order to get in front of
target audiences. Examples: television spots,
banner ads, social ads, sponsorships, etc.
++ EARNED
Online or print coverage garnered when
brands work with traditional and digital
media to secure placements about their
company or products without compensation.
++ SHARED
Content produced by or about a brand that is
then shared by consumers with their personal
audiences. Examples: Re-Tweets, Facebook
shares, Re-Pins, etc.
++ OWNED
Channels owned, controlled and maintained
entirely by brands themselves that are used to
distribute content. Examples: company website,
corporate blog, newsletter, YouTube channel, etc.
Paid, Earned, Shared, Owned (PESO)
Media disciplines that have traditionally operated in silos must be tightly integrated in order
to reach today’s consumer in a meaningful way. The paid, earned, shared and owned
(PESO) framework is a powerful tool that can help guide the planning process for integrated
campaigns. With each media type working to compliment one another, brands are able to
holistically engage a target audience throughout the path to purchase.
5. THE PR PRO’S QUICK GUIDE TO PAID MEDIA
PAID
New Audiences
SHARED
New Audiences,
Customers, Employees,
Fans, Followers
CONTENT
OWNED
Customers,
Employees,
Fans,
Followers
EARNED
New +
Familiar
Audiences
Advocates
Brand Journalism
Promoted Content
Native Ads
Display Ads
Paid Search
Website
Blog
Mobile App
Email
Microsite
Promoted Content
Company Spokesperson
Comments
Shares
Likes
Re-Tweets
Influencers
Comments
Shares
Likes
Re-Tweets
Media Coverage
Blog Coverage
6. THE PR PRO’S QUICK GUIDE TO PAID MEDIA
BID
Most online ad display networks are auction style markets, where groups of advertisers bid
on an ad slot being served to a user (impression). Advertisers will set their bid price to what
they’re willing to pay for either a click or impression. The frequency an ad is served and the
cost at which it is served is determined based on market conditions and how competitive an
advertiser’s bid is compared to others bidding on the same audience.
OFFER / BID
FUN FACT
Auctions have been present in various forms throughout history, with the
first recorded auctions taking place as early as 500 B.C.
7. THE PR PRO’S QUICK GUIDE TO PAID MEDIA
CPC/PPC
Generally, the cost-per-click (CPC) or pay-per-click (PPC) model refers to a cost metric an
advertiser pays for each click on an ad. CPC can also refer to a bid type, where an advertiser
only pays if an ad is clicked on.
Internet advertising revenues in the United States totaled $42.8 billion
for the full year of 2013, an increase of 17% over 2012 according to the
Interactive Advertising Bureau (IAB).
8. THE PR PRO’S QUICK GUIDE TO PAID MEDIA
CPM
CPM is the most common method for pricing digital advertising, referring to the cost per
thousand impressions. CPM generally refers to the competiveness of an audience; if an
audience is small or being targeted by a large number of advertisers, the CPM will be high.
Like the CPC metric, CPM can also refer to a bid type that an advertiser defines in their
advertising campaign. That said, most campaigns are run utilizing CPC bidding because it
measures the interactions performance advertisers care most about.
9. THE PR PRO’S QUICK GUIDE TO PAID MEDIA
WHAT’S AN IMPRESSION?
A cross-industry initiative known as Making Measurement Make Sense (3MS) has
championed a movement to embrace the Viewable Impression metric for display
advertising. According to the group’s latest guidelines, 50 percent of pixels must
be in the viewable portion of an internet browser for a minimum of one continuous
second in order to qualify as a viewable display impression.
10. THE PR PRO’S QUICK GUIDE TO PAID MEDIA
CTR
The click through rate (CTR) refers to the percentage of people that, when served an ad, click
on it. Click through rates vary from network to network, but generally CTRs sit below 1%. In
CPC campaigns, the high CTRs back out to lower CPCs because ad networks favor individual
ads and advertisers with proven high CTRs.
11. THE PR PRO’S QUICK GUIDE TO PAID MEDIA
CTA
The call to action (CTA) is an explicit encouragement for the user that is served the ad to
engage in a particular way. It is a best practice to have a call to action in all advertising
and you generally want to have a CTA that combines an eye-catching visual, a clear value
proposition and copy that inspires people to act.
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12. THE PR PRO’S QUICK GUIDE TO PAID MEDIA
TARGETING
When running a digital campaign, advertisers can select targeting criteria to define the
audience they will bid on. Targeting criteria corresponds to demographic qualifiers (age,
gender, geo location) and additional information about who they are as a group and how they
behave online. This information can be pulled and compiled based on the online properties
they visit, the pages they like on Facebook, or information they provide about themselves on
social networking profiles.
13. THE PR PRO’S QUICK GUIDE TO PAID MEDIA
RE-TARGETING
& RE-MARKETING
Advertisers leverage retargeting (or remarketing) campaigns to reengage individuals who have
already interacted with the brand in some way. Generally, remarketing campaigns are pixel-
based (see “tracking pixel” on page 13), but they can also leverage custom audience targeting
(see “custom audiences” on page 15) or email remarketing. Advertisers utilize retargeting
campaigns because conversion rates tend to be higher; the users have already interacted with
the brand on some level, whether it be viewing a product (and then abandoning the item),
entering their email address, or having previously made a purchase.
14. THE PR PRO’S QUICK GUIDE TO PAID MEDIA
TRACKING
PIXEL
A tracking pixel (sometimes known as a ‘cookie’) is a piece of code embedded in a webpage
that, when triggered, gives the website information about how that specific user has behaved on
the site. For instance, if you view an item on an ecommerce website, then add it to your cart, but
ultimately don’t end up purchasing the item, the website will see that you fired pixels associated
with the first three steps in the conversion process (landing page, product view, add to cart). It
can take that information and remarket the item you viewed or added to your shopping cart in
the form of an ad on Facebook, Promoted Tweet on Twitter or an ad on display channels.
Tracking pixels live in your browser for up to 45 days (depending on your browser settings and
privacy rules dictated by the ad network), so it can track your interactions with a brand up to a
month and a half after you initially visit a website. For instance, if you click on an ad and visit
a website on day-0 and return to that website on day-7 and make a purchase, tracking pixels
enable us to attribute that purchase back to the initial click on the ad.
15. THE PR PRO’S QUICK GUIDE TO PAID MEDIA
INTEREST
TARGETING
Advertisers will leverage interest targeting to create an audience of new users that have
interacted with specific brands or properties or have shared content related to a specific topic.
For instance, if an advertiser is running a user acquisition campaign for a trendy women’s
clothing brand, they could leverage interest targeting to reach women who like J. Crew,
Nordstrom, and Michael Kors on Facebook or who follow fashion and style on Twitter.
16. THE PR PRO’S QUICK GUIDE TO PAID MEDIA
CUSTOM OR
TAILORED AUDIENCES
“Custom audiences” refer to a retargeting mechanism on Facebook that enables an advertiser
to target people based on their email addresses. The advertiser can simply upload a .csv file
of customer email addresses to specify the audience to be targeted. The email addresses must
match the one the user associated with their Facebook profile to validate for targeting. Often
times advertisers will leverage this type of campaign to try to get individuals who have registered
for a website, but have never purchased or who have purchased once but never returned to try
to facilitate a conversion. “Tailored Audiences” refers to Twitter’s version of custom audiences.
17. THE PR PRO’S QUICK GUIDE TO PAID MEDIA
LEADS CAMPAIGN
A leads campaign is an advertising campaign that focuses on collecting email addresses or
other first steps in the conversion funnel that the advertisers can later use to remarket to those
potential customers. Generally leads campaigns are the first step in an advertising strategy that
includes longer-term goals of multiple purchases or highly considered, high valued purchases.
18. THE PR PRO’S QUICK GUIDE TO PAID MEDIA
CAMPAIGN
OPTIMIZATION
Once the ads have gathered data, the advertiser can execute optimizations based on the
information they’ve learned throughout the course of the campaign. For instance, if an audience
segment within a campaign has performed poorly, an advertiser can turn the ads running to that
segment off or lower the bids on that audience. Conversely, if there’s an image that performs
well (has a high CTR and conversion rate), the advertiser can raise bids to try to win more
impressions on all ads with that image.
19. THE PR PRO’S QUICK GUIDE TO PAID MEDIA
WHERE DO WE
GO FROM HERE?
One of the hottest topics of the past couple years has been native advertising.
While a clear and specific definition is somewhat difficult to pin down, the growth
of the industry is not. According to eMarketer, US native ad spending on social
media alone will grow from $3.1 billion in 2014 to $5.0 billion in 2017.
Experimentation with new advertising formats isn’t limited to big brands or
specific industries. In September 2014, The New York Times launched a series
of five native ad placements on Mashable. A Times’ spokesperson told Poynter
“Our hope is to increase engagement with this audience and also gain new
loyal readers and subscribers.”
20. THE PR PRO’S QUICK GUIDE TO PAID MEDIA
STAY INFORMED
Job one as a communications professional is to be diligent about keeping up
with the ever-changing media landscape. Communicators must be willing to
experiment and take risks with new formats and new ways of reaching the
target audience. The mindset that paid media is the responsibility of “someone
else” is short-sighted and indicative of the siloed approach of yesterday.
Get informed and stay informed on how things like native advertising and paid
media are impacting the way information is shared and consumed. Malcom X
summed it up best when he said “The future belongs to those who prepare for
it today.”
21. THE PR PRO’S QUICK GUIDE TO PAID MEDIA
ADDITIONAL RESOURCES
++ This Week in Social Media
++ Our Digital Playbook
++ One Fundamental Change Brands Must Make to Their Digital Strategy
++ The Secrets Behind Addictive Storytelling
++ Four Key Takeaways from the Instagram vs. Vine Smackdown
22. THE PR PRO’S QUICK GUIDE TO PAID MEDIA
ABOUT ACCESS
We are a communications agency obsessed with our clients’ success. Good enough simply isn’t
good enough for us. We create connections that count, turning brands’ audiences into activists
and stakeholders into strategic partners. We are clever storytellers who help companies find
their voice and make it heard. We knock the norm with every aspect of communications, creating
custom-designed campaigns that impact and inspire. For more than 20 years we’ve built trusted
partnerships with companies who seek to stand apart — from global brand names to emerging
growth companies and start-ups.
Want to learn more about paid media or how we can help with your communications
challenges?
www.accesspr.com
23. THE PR PRO’S QUICK GUIDE TO PAID MEDIA
GET IN TOUCH!