With the ever-rising importance of social media and online PR, marketers are rapidly adapting their methods of budgeting, reporting, and investing in paid owned and earned media to reach and engage their customers
Investment in media is frequently grouped into the 3 media 'buckets' of earned, shared and paid which each give opportunities to influence customers. None of these media types are new, but what is new is the increasing prominence given to owned and earned media while paid media has always dominated in the past.
It’s a positive move since it poses questions about how best to measure the returns from social media and set the investment at the right level. [si_cta_banner id=151860]
In some sectors, there may be a tendency to focus more on the typically higher-cost paid media or lower-cost earned and owned media, but we recommend a balanced approach will often work best for "always-on" media activities,…
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If you haven't already got an omnichannel marketing strategy in place, now is the time to develop your marketing to compete in the competitive, growing, IT and high tech marketplace.
As McKinsey found in their UK B2B COVID-19 survey, the technology, media…
Compare cost-effectiveness with volume or leads and sales generated
In this post, I'm taking another look at some data points from our 2015 research, in association with the TFM&A where we asked marketers which were the most effective online media.
The research showed the ongoing importance of the core digital marketing channels and Email Marketing rated highly or very effective by 51% of respondents, followed by SEO (44%) and Adwords (34%). Organic use of social media wasn’t far behind with 32%, but with only 21% believing paid social media was effective.
In terms of cost or return for buck, SEO was seen as the most effective by 50% of our respondents.
Our respondents rated SEO as the most highest-rated channel for generating leads…