With changes in media distribution, marketers are rapidly adapting their methods of budgeting, reporting, and investing in paid, owned and earned media to reach and engage their customers
Investment in media is frequently grouped into the 3 media 'buckets' of earned, shared and paid which each give opportunities to influence customers. None of these media types are new, but what is new is the increasing prominence given to owned and earned media while paid media has always dominated in the past.
Digital media adoption and usage is constantly evolving in today's digital landscape. As of January 2024, 62% of the world's population uses social media. It's fair to say that paid, earned, and owned media offer marketers a never-ending array of new opportunities to win and retain more customers.
Current definitions of paid, earned, and owned media
In short - paid media means the content distribution has been paid for, whereas earned and…
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As McKinsey found in their UK B2B COVID-19 survey, the technology, media…
Compare cost-effectiveness with volume or leads and sales generated
In this post, I'm taking another look at some data points from our 2015 research, in association with the TFM&A where we asked marketers which were the most effective online media.
The research showed the ongoing importance of the core digital marketing channels and Email Marketing rated highly or very effective by 51% of respondents, followed by SEO (44%) and Adwords (34%). Organic use of social media wasn’t far behind with 32%, but with only 21% believing paid social media was effective.
In terms of cost or return for buck, SEO was seen as the most effective by 50% of our respondents.
Our respondents rated SEO as the most highest-rated channel for generating leads…
