“Each medium offers distinct advantages, and it is important that all work together,” said David Hallerman, eMarketer senior analyst and author of the new report “Brand Marketing Online: Paid, Owned, Earned.” “The best approach is holistic, where each channel supports the others, as when paid advertising produces earned word-of-mouth, which stimulates traffic to owned microsites.”
While online has been primarily a direct-response-focused space, the trend toward more brand-focused spending is clear. By 2014 nearly 42% of online ad dollars in the US will be spent on branding.
Video and banners, along with search, make up the major paid-media online formats, with which marketers can spread their messages far and wide. Company websites and blogs, along with in-house email lists, provide the owned component, where marketers have complete control over messages and can offer content that fulfills their overall goals. And while word-of-mouth has always been a key driver of purchase decisions, earned media also has new importance with the rise of social media.
Posted via email from Emmanuel Vivier Lifestream : Buzz, Digital, Viral & social media marketing expert
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