Research Reveals Untapped Potential for Earned Media as part of the Marketing Mix
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TORONTO, June 29 2016 /CNW/ - A recent research study commissioned from Outsell by CNW and PR Newswire looks at the use of earned media and the ways in which it can be integrated with paid and owned channels to maximize marketing effectiveness.
The new study, The Earned Media Opportunity, includes findings from Outsell's 2016 survey of over 1500 senior marketers, as well as interviews with CMOs. Outsell, a research and advisory firm focused on media, information, technology, and the business of data looked to answer three key questions that marketers have about earned media: is it effective, is it widely used and how can firms improve their earned media results?
"We commissioned this research to provide insights to marketing executives who are struggling to improve results in a digitally driven marketplace of empowered buyers and decreasing trust in brands," said Ken Wincko, Senior Vice President of Marketing, PR Newswire. "The study found that rebalancing the marketing mix to deploy more resources toward earned media in combination with paid and owned channels delivers dramatically higher impact. This is demonstrated at PR Newswire, where our use of earned media programs integrated with paid and owned channels have resulted in five times more downloads of our content, and a 40 percent increase in our conversion rate."
In the paper, Outsell analyzes the effectiveness of digital and traditional marketing methods for lead generation and brand awareness for B2C and B2B firms as well as views on earned media. Findings include:
- Audiences view earned media as the most authentic and trustworthy form of marketing;
- Earned media was rated as "More" or "As Effective" as paid media by 81% of small firm marketers vs. 73% at large firms; and
- B2B and B2C marketers agree that pull marketing methods such as social engagement and analyst evaluations are more effective than push marketing methods such as native advertising
he white paper concludes by offering CMOs and marketing executives best practices to amplify the effect of earned media across channels.
"Marketers are deploying multiple methods to improve their earned media results," according to Outsell Affiliate Analyst Chuck Richard. "Audiences view natural and organic earned media as authentic and more impactful."
To download the white paper in full and discover The Earned Media Opportunity, click here.
The rapid convergence of information, media, technology, and data is reshaping businesses every day. Enter Outsell, Inc., the only research and advisory firm focusing on these four sectors. As the trusted advisor to executives, our analysts turn complexity into clarity, and provide the facts and insights necessary to make the right decisions. Our proven blend of big data, research, proprietary intelligence, and exclusive leadership communities produces tangible results and a strong ROI. We promise to deliver "wow" and ensure clients stay more focused, save time, and grow revenue in a fast-changing digital world.
About CNW Group
CNW Group Ltd. (a Cision company) gets people talking about our clients online and in the news. We deliver authenticated news releases and multimedia content in the right way and to the right places in order to fulfill disclosure requirements and maximize exposure, engagement and earned media opportunities. CNW also provides professional video, photography and webcast production, translation, regulatory filing and printing services as well as monitoring and measurement platforms.
Cision is a leading global media intelligence company, serving the complete workflow of today's communication professionals. Offering the industry's most comprehensive PR, IR and social media software, rich analytics, content distribution, and influencer outreach, Cision enables clients to engage audiences, enhance campaigns and strengthen data-driven decision making. Cision solutions include PR Newswire, the Gorkana Group, PRWeb, Help a Reporter Out (HARO) and iContact brands. Headquartered in Chicago, Cision serves over 100,000 customers in 170 countries and over 40 languages worldwide, and maintains offices in North America, Europe, Asia, South America and Australia. For more information, visit www.cision.com or follow @Cision on Twitter.
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SOURCE CNW Group Ltd.
Image with caption: "Ken Wincko of PR Newswire offers highlights from The Earned Media Opportunity, a new white paper from Outsell, and explores how integrating Paid, Earned and Owned media programs amplifies results. (CNW Group/CNW Group Ltd.)". Image available at: http://photos.newswire.ca/images/download/20160629_C2025_PHOTO_EN_724612.jpg
For further information: Melissa Meyer, Communications Assistant, [email protected]