Should Earned Media Be a Priority in 2019?

The answer is YES!

The importance of earned media is huge.

First let’s start off with a solid definition of what earned media really is.

Definition: Earned media comprises digital marketing channels that a company exercises complete control over, such as their branded website and social media. Improving upon and leveraging owned media efforts often increases the effectiveness of paid media and earned media for online businesses.

More specifically, earned media –  If owned media sites are the destination then earned media is the vehicle that helps people get there. What good is a website or social media site if no one is seeing or interacting with it?

That’s where earned media comes in. Earned media is an essentially online word of mouth, usually seen in the form of ‘viral’ tendencies, mentions, shares, reposts, reviews, recommendations, or content picked up by 3rd party sites.

Earned media includes:

  • Email marketing campaigns such as company newsletters.
  • Blogs and other owned content. Content marketing efforts can be either owned or earned, and sometimes a combination of both.
  • Social media posts including Facebook, Instagram and Twitter. Other social media — such as shares, comments, and retweets — falls under earned media.

One of the most effective driving forces of earned media is usually a combined result of strong organic rankings on the Search Engines, and content distributed by the brand. Rankings on the first page of the search engines place your owned media sites and content links in a position to receive higher engagement and shares, which is why a good SEO strategy is crucial.

When it comes to brand content, interesting, informative content can come in all shapes and sizes. Whether it be a blog, infographic, video, press release, webinar or e-book, the bottom line is that the content has to be targeted towards a specific end user in order to receive the valuable earned media; which is why a great content strategy is also important.

Now that we have defined earned media let’s point out how should it play into your overall marketing strategy for 2019.  Well, first things first, earned media is simply your brand.

Earned media sites are an extension of your brand and create additional avenues for people to interact with your brand. So it’s important to display the appropriated targeted message.

So in a nutshell, everything you create essentially defines your business online. This brings us to something else very important to mention.  While content is great it is also very important to ensure that you have established your exact target audience.

Speaking to your audience is key in seeing conversions and establishing that engaging relationship with the end user. By developing a relationship you create the trust needed for the end user to take action.

Today end users are flooded with offers, people telling them that their stuff is the best, etc. So to be quite frank, to see conversions you must define your ideal audience and speak to them so they will take action.

Let’s face it at the end of the day it’s all about conversions right?

We think so!  So it’s time to create an awesome earned media strategy in 2019.

IMPORTANT TIP: Be sure to really define your target audience.  Be very specific! If you do not know who you are speaking to then how can you expect them to listen? Much less take action.

Do you want to blow it out of the water in 2019?

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What is Programmatic Marketing?

Simply put it’s a change from the traditional ad buying to programmatic media buying. It is the algorithmic purchase and sale of advertising space in real time. The software is used to automate the buying, placement, and optimization of media inventory via a bidding system.

By automating the process it means that it can be done without relying on a human, manual insertions and manual trading. Programmatic media buying allows the “owner, brand, company” to tailor a specific message to the right person, at the right time, in the right context, using audience insight. The campaigns are based on sheer volume of impressions.

Programmatic buying will make up $14.88 Bn of the approximately $58.6Bn digital advertising pie this year, according to eMarketer.

In a report released from Gartner entitled Market Guide for Ad Tech, the first two key findings spoke directly on the importance and impact of programmatic advertising.

  1. Programmatic techniques and technologies are transforming the advertising marketplace, but their proliferation and complexity tend to often obscure their true value to marketers.
  2. Automated media buying and selling systems are challenging media and marketing agencies, they are capturing a significant share of value in the majority of digital media transactions.

In fact, one of the brands who has already been transformed by programmatic is Zipcar. The world's leading car sharing network. When it comes to targeting their member base, 100% of their ad buy is programmatic. “With today’s targeting technologies, it doesn't make sense for us to buy on a publisher basis,” says Millie Park, Sr. Director of Member Marketing.

“We know who our customers are, and we can find them.”

Millie adds that she doesn’t anticipate diverging from 100% programmatic in favor of buying direct from publishers in the future.

Another brand who uses programmatic is National Cellular Directory. CEO, JD Herzog says they use programmatic in their social media campaigns. “Like other brands, we use programmatic because we want to maximize our ad spend and reach our target audience.”

Keep in mind while the overall awareness level of programmatic advertising is up in the marketing community, most programmatic buying is done by a handful of experts either at agencies or direct by certain companies that have hired programmatic talent. Unless you fall under that expert group, it is really hard to understand exactly how to leverage programmatic as it all seems quite complex.

Lately, we’ve been hearing a lot about brands moving towards 100% programmatic advertising and marketing, however, the percentage of marketers who truly understand programmatic buying and the ability to leverage it to their benefit is another story. Only incredibly savvy marketers and agencies with a wealth of financial and technical resources, and not to mention smart talent to support them will be able to adopt a 100% in-house programmatic strategy.

At Insane Digital, we believe programmatic should be part of every CMO’s marketing strategy, in fact, it just may be the best way a CMO can get cost-effective access to large numbers and a wide range of consumers across all content channels, times of day, and devices.

We optimize on real business goals and the path that the consumer takes to make a conversion happen. We develop strong and clear KPIs as some campaigns do not have a conversion like a purchase, so having strong KPI goals keep the campaign on pace to achieve the maximum ROI for that specific client.

If you found this article valuable we would love to hear from you, especially if you are seeking a results-driven programmatic strategy. We offer an initial one-time consultation free of charge to see if this is something that would be a good fit for you.

Why you should be Geo-fencing your competition in 2019!

Everyone has heard the buzz about geo-fencing I am sure, but what is it you still ask?

Geo-fencing is exactly what is sounds like a Geo-fence. A geo-fence is a virtual perimeter for a real-world geographic area. A geo-fence could be dynamically generated—as in a radius around a point location, or a geo-fence can be a predefined set of boundaries.

Who wouldn’t want to geofence their exact target audience?

I know I would, and we do it for many of our clients everyday, so maybe we aren't the best people to ask, however it seems the world is starting to catch on to what this is more and more lately.

Recently, Burger King Geo-fenced Mcdonalds. Crazy right? #TheWhopperDetour

Yes, it was and what’s even crazier is the insane results Burger King obtained. To think any company at anytime with the right conceptualization and marketing strategy has the ability to capitalize on their competitors just as Burger King capitalized on McDonalds local foot traffic.

So, how did Burger King do it?

The burger chain pushed people to download its app, or use it by offering a 1 cent whopper.

Keep in mind there is and was a catch: The patrons have to place their order on the app while they’re inside or nearby a McDonald’s. Directly taking that customer right out or away from ordering from McDonald’s and directing them to the nearest Burger King to redeem the offer.

Absolutely Genius! :)

Sound Interesting? Do you want to geofence your competition in 2019?

Insane Digital provides the same geofencing services that were used by Burger King.

Reach out and connect with us for  an initial one time consultation to determine if Geofencing is a good fit for you.