Word-of-mouth, magnified
Thanks to the social Web, anyone can publish their opinions for the world to see. As a result, word-of-mouth reaches further than ever, and brands have a tremendous opportunity to tap into their loyal customers and advocates to help spread their marketing messages through earned media.
But harnessing earned media can be difficult because, ultimately, it is consumers who are in control.
“Good brand content will be at the heart of any successful strategy,” said Nicole Perrin, eMarketer senior editor and author of the Insight Brief “What You Need to Know About Earned Media.” “Ad creative that resonates with viewers will help spur social sharing and online discussion, and offline experiences can also set people talking.”
Because earned-media postings come from real people, not marketers, consumers trust them more and view them as a major influence on purchase decisions. Nielsen Online, for example, found in April 2009 that more than 90% of Internet users in North America trusted recommendations from people they knew. Other top media were likewise earned rather than paid.
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