Posts Tagged ‘earned media’

Objective: Earn Your Media

Across the web there are countless platforms that enable “paid” media. In other words, you pay for the exposure of a brand/product that you want to be promoted. The problem is that it is harder to achieve earned-media, due to authentic time and effort, but the rewards are much greater if executed right. Earning your media has become a more popular marketing strategy for brands because it’s very cost effective compared to paid media. Recent innovations such as Twitter, Facebook, and other social media properties give a stronger leverage point for brands to earn their media.

When I read marketing news sites, I usually see something like “Advertising Revenue Predicted To Decline”. Yes, this is correct. Meanwhile, I continually see headlines such as “Social Media Advertising Revenue Increases Amid Recession”. Advertising agencies face the challenge of switching from traditional paid media, to “earned” media. So, with the marketing industry flipped upside down, only handful of agencies have been able to make money with this new marketing mentality. One of which is Crispin Porter + Bogusky, they were the master minds behind Burger King’s “Whopper Sacrifice” Facebook un-friending campaign.

Now, all of that is great for major advertising agencies and marketing executives to know, but how can that trickle down into affiliate marketing? If the appropriate social media/crowd-sourcing tools are used, a long term affiliate campaign can be successful with earned-media. Just take a look at already successful earned-media campaigns, and build your own from their. Just be aware that a lot of the time earned-media is involved with offline marketing strategies, so campaigns with strictly online actions would work most efficiently. Get started now with an earned-media affiliate campaign, performance pays!


05 2009