词条 | Earned media | |||||||||||||
释义 |
Earned media (or free media) refers to publicity gained through promotional efforts other than paid media advertising, which refers to publicity gained through advertising,[1] or owned media, which refers to branding. BackgroundThere are many types of media available to online marketers and fit into the broad categories: owned, paid, and earned media. Owned media is defined as communication channels that are within one's control, such as websites, blogs, or email. Paid media refers mostly to traditional advertising. Earned media cannot be bought or owned; it can only be gained organically, when content receives recognition and a following through communication channels such as social media and word of mouth.[2] Earned media often refers specifically to publicity gained through editorial influence of various kinds. The media may include any mass media outlets, such as newspaper, television, radio, and the Internet, and may include a variety of formats, such as news articles or shows, letters to the editor, editorials, and polls on television and the Internet. ExamplesMany consider earned media to be the most cost effective method of marketing. As a result, many companies are investing in earned media. The increased use of earned media is converging traditional owned and paid methods of marketing.[2]
The increasing use of earned media has provided marketers with new ways in which to interact and engage their customers. These innovative approaches are replacing traditional marketing methods such as email and banner ads, and provide innovative methods to find, optimize, and measure return on earned media investments.[2] Examples:
ImpactA Nielsen study in 2013 found that earned media (also described in the report as word-of-mouth) is the most trusted source of information in all countries it surveyed worldwide,[16] and is the channel most likely to stimulate the consumer to action. Other authorities make the distinction between online and offline earned media/word-of-mouth, and have shown that offline word-of-mouth has been found to be more effective than online word-of-mouth. Both traditional earned media (publicity and press events) and social earned media (social network and blogs) have been found to increase sales, with social earned media having the greatest impact.[17] References1. ^{{cite web |url= http://www.wordspy.com/words/earnedmedia.asp |title= Earned media |accessdate= 2008-06-18 |work= Word Spy |publisher= Paul McFedries and Logophilia Limited |quote= earned media n. Free media coverage, such as a news story or opinion piece. }} 2. ^1 2 {{cite web|last=Yu|first=Jim|title=Earned Media Rising - The Earned Media Ripple Effect|url=http://marketingland.com/earned-media-rising-the-earned-media-ripple-effect-56528|work=Column: Social Media Marketing Column|publisher=Marketing Land|accessdate=3 April 2014}} 3. ^{{cite journal|author1=Stephen, A.T. |author2=Galak, J.|title=The Effects of Traditional and Social Earned Media on Sales: A Study of a Microlending Marketplace|journal=Journal of Marketing Research|date=October 2012|page=625|doi=10.1509/jmr.09.0401}} 4. ^{{Cite web|url=http://www.thesavvymarketer.net/7-best-viral-marketing-campaigns/|title=7 Best Viral Marketing Campaigns Ever {{!}} TheSavvyMarketer|website=The Savvy Marketer|language=en-US|accessdate=2015-11-26}} 5. ^{{cite news|url=https://www.wired.com/techbiz/startups/magazine/16-05/st_alpha|title=Grad Students Redefine Easy Money With $1-a-Letter Web Site|date=2008-04-21|work=Wired}} 6. ^{{Cite news|url=https://www.independent.co.uk/news/world/americas/indian-company-sends-donald-trump-green-tea-to-cleanse-him-a7138686.html|title=Donald Trump sent 6,000 green teas to 'cleanse' him|date=2016-07-15|work=The Independent|access-date=2017-05-08}} 7. ^{{Citation|last=TE-A-ME Teas|title=Trumping Donald: A Te-a-me Intervention|date=2016-07-14|url=https://www.youtube.com/watch?v=hYy7qy2AQeo|accessdate=2017-05-08}} 8. ^{{Cite web|url=https://www.facebook.com/teameteas/videos/993333634048494/|title=TEAME Teas|website=www.facebook.com|access-date=2017-05-08}} 9. ^{{Cite web|url=http://www.marketing-interactive.com/pr-awards/sea/winners/|title=Winners {{!}} PR Awards 2017 Southeast Asia|website=www.marketing-interactive.com|access-date=2017-05-08}} 10. ^{{Cite news|url=https://www.independent.co.uk/news/world/americas/indian-company-sends-donald-trump-green-tea-to-cleanse-him-a7138686.html|title=Donald Trump sent 6,000 green teas to 'cleanse' him|date=2016-07-15|work=The Independent|access-date=2017-07-22|language=en-GB}} 11. ^{{Cite news|url=https://qz.com/731968/an-indian-company-sent-6000-bags-of-green-tea-to-donald-trump-to-cleanse-him/|title=An Indian company sent 6,000 bags of green tea to Donald Trump to "cleanse" him|last=Balachandran|first=Manu|work=Quartz|access-date=2017-05-08}} 12. ^{{Cite news|url=http://indianexpress.com/article/trending/trending-globally/namaste-from-india-assam-tea-company-sends-6000-tea-bags-to-donald-trump-to-purify-mind-2913208/|title=Namaste from India: Assam tea company sends 6,000 tea bags to Donald Trump to ‘purify mind’|date=2016-07-14|work=The Indian Express|access-date=2017-05-08}} 13. ^{{Cite news|url=https://www.buzzfeed.com/andreborges/two-women-hand-delivered-6000-teabags-to-the-trump-towers-to|title=Two Women Hand-Delivered 6,000 Tea Bags To Trump Tower To Help Donald Trump "Purify" Himself|work=BuzzFeed|access-date=2017-05-08}} 14. ^{{Cite web|url=http://www.adageindia.in/marketing/cmo-strategy/indian-tea-company-urges-donald-trump-to-drink-green-tea-and-cleanse-himself/articleshow/53282842.cms|title=AdAge|last=|first=|date=|website=www.adageindia.in|language=en|archive-url=|archive-date=|dead-url=|access-date=2017-07-22}} 15. ^{{Cite news|url=http://www.campaignindia.in/video/te-a-me-has-purification-plan-for-donald-trump-sends-green-tea-in-epic-missio/427861|title=Campaign|last=|first=|date=|work=Campaign|access-date=|archive-url=|archive-date=|dead-url=}} 16. ^{{cite web|title=Nielson Credibility Report|url=http://www.nielsen.com/uk/en/press-room/2013/nielsen--earned-advertising-remains-most-credible-among-consumer.html|website=nielson.com|accessdate=6 March 2018}} 17. ^{{cite journal|title=The Effects of Traditional and Social Earned Media on Sales: A Study of a Microlending Marketplace.|journal=Journal of Marketing Research|volume=49|pages=624|url=http://web.a.ebscohost.com/ehost/detail/detail?vid=0&sid=ca7f7cac-3fd6-4695-bd5f-b88a0e960c76%40sessionmgr4009&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=82283261&db=bth|accessdate=7 March 2018}} External links
2 : Public relations|Marketing terminology |
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