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Take the Faster Path to Earned Media (and Engage Customers Right Away)

by Chris Souza  |  
November 4, 2013

For businesses, the ability to drive customer attention online is more critical than ever—and for good reason. Engaging a consumer in the right way on the Web provides an opportunity to tap into their social networks, increase their digital word of mouth, and begin racking up earned media cred.

The Value of Earned Media

Research shows that earned media (in the form of recommendations and reviews from friends and family members) are some of the most powerful influencers along a consumer's path to purchase. The latest Local Consumer Review survey shows a positive shift in consumer trust and appreciation of online reviews, with 72% of consumers saying they trust online reviews as much as personal recommendations and 52% saying positive online reviews make them more likely to engage with a business.

So, the opportunity to convert consumers into advocates who freely publicize your wares among their social networks cannot be ignored. It must be embraced—quickly. Yet, tapping these social networks and turning consumers into online advocates isn't an easy task.

Consumers have grown much savvier in their online activity. A recent Accenture Seamless Retail Study found 69% and 62% respectively said online pop-up ads and mobile banner ads would never influence their purchasing. And now, they are accustomed to using multiple screens—from anywhere, any time—to research and purchase products, connect with friends and family, and enjoy a broad array of entertainment options. This "always on" phenomenon provides advantages for brand marketers, if embraced appropriately. Potential roadblocks, such as consumers employing technologies to block advertisements and unsolicited communications along the way, must be taken into consideration and further validate the need to leverage a myriad of channels—both online and off—to reach, inspire, and compel audiences to move past being just interested consumers and onto becoming brand advocates. The optimal strategy will deliver a well-defined media mix that takes target audiences on a journey through paid, owned, then, ultimately, earned media.

Earning Media Using Digital Place-Based Strategies to Activate, Engage, and Amplify

Digital in-store media provides advertisers with captive audiences along the path to purchase, and when used strategically, it provides multiple options for moving target audiences seamlessly through an integrated digital media cycle that ultimately results in the coveted earned media brand marketers desire. That cycle, which incorporates activation, engagement, and amplification, provides a packaged method for building brands, extending campaigns, and reaching across social networks.

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Chris Souza is marketing manager/head of marketing at IZ-ON Media, a leader in digital place-based media sales and services.

LinkedIn: Chris Souza

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