Planning for earned media

This article explains how earned media can be strategically planned and optimised for reliable outcomes, based on research into a series of campaigns where significant earned media was generated.

Planning for earned media

Kate Sirkin and Seraj BharwaniStarcom MediaVest Group and Visible Measures Corp

A collaboration capitalising on large datasets and earned media campaigns has established a set of benchmarks to help plan earned media outcomes.

The term 'earned media' is all the rage in the CMO's office these days. For some CMOs, this form of media is just another way to extract incremental media efficiencies through exposures over and above what is paid for in media expenditures; for others it is a means to enhanced marketing effectiveness through consumer engagement (sharing, blogging, tweeting, etc.). Regardless of how...

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