Media: Paid or earned?

Marketers have long understand that word of mouth advertising is the most powerful form of advertising, now enhanced by social media tools, evolving into the term “word of mouse” to describe the phenomenon.

This leads to a further distinction: media that is paid for, Vs media that is earned.

Consumers understand that paid media has a commercial purpose for the advertiser, they have a vested interest in being persuasive, and not necessarily¬† being long on facts. By contrast, the notion of “earned media” content that is spread because it has value, approaches the value of word of mouth endorsement.

The fragmentation of media options has made life much more interesting for marketers, for those with a bit of creativity and curiosity, it is a smorgasbord, for most, just a pain in the arse and an opportunity to game the unwary.

About strategyaudit

StrategyAudit is a boutique strategy and marketing consultancy concentrating on the challenges of the medium sized manufacturing businesses that make up the backbone of our economy. The particular focus is on their strategic and marketing development. as well as the business and operational efficiency improvements necessary for day to day commercial survival. We not only give advice, we go down "into the weeds" to ensure and enable implementation.
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