Combining earned media with integrated marketing and PR efforts can provide brands with a competitive edge.
This article states acquiring earned media, like a broadcast segment or an online review, can help marketers create brand advocates. Earned media allows companies to engage consumers, grow communities, build loyalty, connect with core audiences, and widen exposure.
Social media marketing offers could create “buzz”, generate leads, and prompt advocates to like, reply, and comment their affinity towards the brand. Companies could also develop organic influencer strategies to back and validate their messaging on social campaigns.
For marketers to create long-term campaigns with steady exposure cost-effectively, they must leverage earned media. This allows brands to target audiences across multiple channels. Evaluating share of voice with data can help brands assess ROI and strategically plan earned media strategy.
[4 minute read]