{"id":32012,"date":"2010-02-15T23:59:56","date_gmt":"2010-02-15T23:59:56","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=32012"},"modified":"2021-01-07T15:13:49","modified_gmt":"2021-01-07T14:13:49","slug":"the-value-of-earned-media-should-not-be-ignored","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/the-value-of-earned-media-should-not-be-ignored\/","title":{"rendered":"The Value of Earned Media Should Not be Ignored"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignleft size-full wp-image-32018 lazyload\" title=\"emarketer_social_media_advertising_spending_2008-2011\" alt=\"emarketer_social_media_advertising_spending_2008-2011\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/02\/emarketer_social_media_advertising_spending_2008-2011.gif\" width=\"324\" height=\"190\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 324px; --smush-placeholder-aspect-ratio: 324\/190;\" \/>Through the social Web, brands have more opportunities to earn media mentions from both traditional online publishers and new social Web publishers such as bloggers, Twitter users, Facebook users, and more.\u00a0 In fact, according to a study by <a href=\"http:\/\/www.emarketer.com\/Article.aspx?R=1007513\" target=\"_blank\" rel=\"noopener\">eMarketer<\/a>, social media advertising is expected to reach nearly $3 billion by 2011, which demonstrates the intense focus companies are giving it as part of their overall marketing strategies.<\/p>\n<p>There is a reason why earned media is so powerful, and it&#8217;s rooted in trust.\u00a0 Consumers are more likely to act when marketing messages come from sources they trust.\u00a0 When consumers hear positive reviews about products via a Facebook friend, they trust the authenticity of that review more than they trust an ad on TV or on a billboard.\u00a0 It&#8217;s a fact that researchers have proven time and again, and it&#8217;s the reason why companies invest large sums of money into building word-of-mouth through social media marketing.<\/p>\n<p>A <a href=\"http:\/\/www.emarketer.com\/Article.aspx?R=1007510\" target=\"_blank\" rel=\"noopener\">study by Nielsen Online<\/a> conducted in July 2009 offers an excellent breakdown of consumers&#8217; feelings toward different types of advertising and marketing tactics.\u00a0 Consumers were asked to rate each marketing tactic presented in the study survey by stating whether they trusted each.\u00a0 The percentage of respondents who stated they either &#8220;completely&#8221; or &#8220;somewhat&#8221; trusted a tactic presented to them are shown below:<\/p>\n<ul>\n<li><strong>Recommendations from people I know:<\/strong> 92%<\/li>\n<li><strong>Consumer opinions posted online:<\/strong> 72%<\/li>\n<li><strong>Editorial content such as a newspaper article: <\/strong>70%<\/li>\n<li><strong>Brand Web sites: <\/strong>69%<\/li>\n<li><strong>Emails I signed up for:<\/strong> 67%<\/li>\n<li><strong>Ads in newspapers:<\/strong> 66%<\/li>\n<li><strong>Brand sponsorships:<\/strong> 62%<\/li>\n<li><strong>Ads in magazines:<\/strong> 62%<\/li>\n<li><strong>Ads on TV: <\/strong>61%<\/li>\n<li><strong>Ads on radio: <\/strong>61%<\/li>\n<li><strong>Ads before movies<\/strong>: 53%<\/li>\n<li><strong>Billboards and outdoor advertising:<\/strong> 53%<\/li>\n<li><strong>Ads served on search engine results:<\/strong> 37%<\/li>\n<li><strong>Online video ads:<\/strong> 33%<\/li>\n<li><strong>Online banner ads:<\/strong> 24%<\/li>\n<li><strong>Text ads on a mobile phone:<\/strong> 18%<\/li>\n<\/ul>\n<p>Given the results above, it would seem that shifting a portion of your marketing budget to tactics that boost earned media would be a wise decision.\u00a0 However, how much of the $3 billion that companies plan to spend on social media advertising will actually go to marketing activities that increase earned media?\u00a0 Earned media is hard to track, and companies like to take the safe route and invest in tactics they can analyze for months.\u00a0 Without hard numbers, many companies find themselves at an impasse &#8212; completely unable to make a decision.<\/p>\n<p>Until hard metrics can routinely be applied to earned media results, the bulk of the marketing budget will continue to go into more traditional online advertising tactics such as banner and text ads.\u00a0 Not that there is anything wrong with those tactics.\u00a0 They still work quite well, but the allure of earned media is hard to resist.\u00a0 What do you think?<\/p>\n<p><strong>Read more about branding and trust in these articles here on Corporate Eye:<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/www.corporate-eye.com\/main\/2010-the-year-of-brand-transparency-honesty-and-trust\/\">2010 &#8211; The Year of Brand Transparency, Honesty and Trust<\/a><\/li>\n<li><a href=\"https:\/\/www.corporate-eye.com\/main\/building-brand-trust\/\">Building Brand Trust<\/a><\/li>\n<\/ul>\n<p><em>Image: <a href=\"http:\/\/www.emarketer.com\/Article.aspx?R=1007513\" target=\"_blank\" rel=\"noopener\">eMarketer<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Through the social Web, brands have more opportunities to earn media mentions from both traditional online publishers and new social Web publishers such as bloggers, Twitter users, Facebook users, and more.\u00a0 In fact, according to a study by eMarketer, social media advertising is expected to reach nearly $3 billion by 2011, which demonstrates the intense [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":32018,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[100,6189,6190,6191,139,520,1011,135,6192],"class_list":{"0":"post-32012","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand","8":"tag-brand-strategy","9":"tag-earned-media","10":"tag-earned-media-marketing","11":"tag-earned-media-strategy","12":"tag-marketing-strategy","13":"tag-online-branding","14":"tag-social-media-branding","15":"tag-social-media-marketing","16":"tag-social-media-strategy","17":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Value of Earned Media Should Not be Ignored<\/title>\n<meta name=\"description\" content=\"Consumers trust earned media. Don&#039;t let the opportunity to leverage that trust pass you by.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.corporate-eye.com\/main\/the-value-of-earned-media-should-not-be-ignored\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Value of Earned Media Should Not be Ignored\" \/>\n<meta property=\"og:description\" content=\"Consumers trust earned media. Don&#039;t let the opportunity to leverage that trust pass you by.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.corporate-eye.com\/main\/the-value-of-earned-media-should-not-be-ignored\/\" \/>\n<meta property=\"og:site_name\" content=\"Corporate Eye\" \/>\n<meta property=\"article:published_time\" content=\"2010-02-15T23:59:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-01-07T14:13:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/02\/emarketer_social_media_advertising_spending_2008-2011.gif\" \/>\n\t<meta property=\"og:image:width\" content=\"324\" \/>\n\t<meta property=\"og:image:height\" content=\"190\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/gif\" \/>\n<meta name=\"author\" content=\"Lucy Nixon\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@lucynixon\" \/>\n<meta name=\"twitter:site\" content=\"@lucynixon\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lucy Nixon\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/the-value-of-earned-media-should-not-be-ignored\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/the-value-of-earned-media-should-not-be-ignored\/\"},\"author\":{\"name\":\"Lucy Nixon\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#\/schema\/person\/d273bf7421dc8f5fec96785876b760e2\"},\"headline\":\"The Value of Earned Media Should Not be Ignored\",\"datePublished\":\"2010-02-15T23:59:56+00:00\",\"dateModified\":\"2021-01-07T14:13:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/the-value-of-earned-media-should-not-be-ignored\/\"},\"wordCount\":468,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/the-value-of-earned-media-should-not-be-ignored\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/02\/emarketer_social_media_advertising_spending_2008-2011.gif\",\"keywords\":[\"brand strategy\",\"earned media\",\"earned media marketing\",\"earned media strategy\",\"marketing strategy\",\"online branding\",\"social media branding\",\"social media marketing\",\"social media strategy\"],\"articleSection\":[\"Brand\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.corporate-eye.com\/main\/the-value-of-earned-media-should-not-be-ignored\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.corporate-eye.com\/main\/the-value-of-earned-media-should-not-be-ignored\/\",\"url\":\"https:\/\/www.corporate-eye.com\/main\/the-value-of-earned-media-should-not-be-ignored\/\",\"name\":\"The Value of Earned Media Should Not be Ignored\",\"isPartOf\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/the-value-of-earned-media-should-not-be-ignored\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.corporate-eye.com\/main\/the-value-of-earned-media-should-not-be-ignored\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2010\/02\/emarketer_social_media_advertising_spending_2008-2011.gif\",\"datePublished\":\"2010-02-15T23:59:56+00:00\",\"dateModified\":\"2021-01-07T14:13:49+00:00\",\"description\":\"Consumers trust earned media. 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