Brands should support ad campaigns with a mix of earned and paid media

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 15, 2019, 1:10 PM UTC

Reaching out to more audiences can help brands achieve higher consumer engagement.

Marketers should aim at making their ad campaigns more impactful by employing a mix of creative and financial strategy for their ads.  A mix of paid and earned media can help brands to reach out to a broader audience to get more exposure.

A study conducted by Les Binet at adam&eveDDB and co-author Peter Field, says that a rate at which brand grows is proportionate the amount of exposure it gets in the market. Brands can get a more significant share of the voice in the market by showcasing content to larger audiences.

Supporting the brand website and social media content with paid media can help brands get more exposure and increase their voice share. Brands can also scale up the awareness of their ads with tools like PPC and promotional activities.

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