All media are social: Contextual media planning

The authors of this paper argue that a social marketing strategy should not solely rely on social media because the majority of conversations about brands and advertisements actually take place offline.

All media are social:Contextual media planning

David Shiffman,Kevin Moeller and Brad FayMediaVest, Media Behavior Institute and Keller Fay Group

Introduction

It is now possible for marketers to do "social planning" for all media by reaching consumers in social contexts to enable the sharing of ad content. Research reported in the Journal of Advertising Researchhas shown that one in four consumer conversations about brands involve consumers talking about the content they have seen in paid advertising. These conversations—90% of which occur offline—extend the reach of paid messages through the earned media...

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