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Capitalizing On Earned Media in the Modern Technology World

01/20/2015 Adrienne Hester

marketing noiseThe technology world that we live in has forced us all to review the marketing strategies that we use. Earned media is now a commodity that is even more valuable than it ever was in the past. 

Cutting through the Noise 

This marketing world is full of noise. Marketers of all kinds are coming out of the woodwork to try to grab their piece of the market share. They are having to rely on the Internet and social networks more heavily as younger people, in particular, are using social media as their news source. Virtual-strategy.com shares PR Newswire's Michael Pranikoff and Brett Simon’s view that a large percentage of younger people are using only social media for news,

“Almost 25 percent of people between the ages of 18 and 29 rely on social channels as the source of their news, making social mentions from key reporters or outlets an important form of earned media for modern PR.”

brand imageryTelling Your Story through Visuals 

To be competitive in the new marketing climate, one must be able to tell the story of their brand through imagery. This is to say, one must be able to create a brand image people buy into, and one they truly want to be a part of. Visuals have become a big part of marketing simply because they are more engaging than humble text on a page. 

Be prepared for the fact any claims you make about your brand are bound to be tested by customers who enjoy your brand. They can test what you are saying against what they are able to see based on their own experience. And they are able to post their observations on review websites and potentially do damage to your brand. Make sure you do not make overarching claims. 

Media Feeds In a Loop 

Being picked up by traditional media is often the first step for a brand to pick up other types of media and really start to build a following previously non-existent. Social networks often spring on the news that is being released by traditional media outlets and run with it. Before you know it, you can have a following built from both traditional media as well as social media outlets. 

Contact us for all of the latest information in regards to earned media and how the communication landscape has evolved.