A new global study from Nielsen polled more than 29,000 Internet respondents to measure consumer sentiment on 19 forms of paid, earned and owned advertising formats. The results indicate that earned media is a powerful component of effective marketing campaigns. A whopping 84% of consumers say word-of-mouth recommendations, a form of earned media, are most credible. At Pollock Communications, we understand the benefit of word-of-mouth recommendations for a brand, which is why Influencer Outreach plays such an important role in the marketing programs we conduct on behalf of our clients. Influencers help drive brand messages and conversations, which fuel word-of-mouth recommendations.
The survey, focused predominantly on forms of advertising, also found the following: about two thirds of respondents indicated that they take action at least some of the time based on branded websites (67%), consumer-consented emails (65%) and editorial content in newspapers (64%). And approximately half of respondents said they were willing to take action at least some of the time based on social network ads (55%), online video ads (52%), online banner ads (50%) and display ads on mobile devices (49%).
Finding the right balance in the marketing mix between paid, earned and owned media sources can help build a successful brand. Pollock Communications works with clients to identify the most strategic media plan, both earned and controlled, to deliver results. For more information, contact us.
For more information on the Nielsen study visit https://www.bulldogreporter.com/dailydog/article/pr-biz-update/marketing-trends-earned-advertising-remains-the-most-credible-among-c