The world of digital marketing grew quickly over the past couple of decades, and to deal with all the clutter, marketing departments built up successful teams, frameworks, and measurements around the siloed categories of paid, owned, and earned media. Some businesses separate budgets and ROI goals based on paid media revenue versus owned and earned media goals. Owned media content managers won’t communicate with paid media teams, or the social media team doesn’t talk regularly with those who are writing ad copy. There are pitfalls of this type of organization: cross-channel learning and optimization are often forgotten, sometimes to the detriment of all marketing channels.
In our fragmented multichannel and multi-device world, marketers can find huge efficiencies when breaking down the walls between paid, owned, and earned data points. Consumers interact with a brand through multiple touchpoints and multiple channels, and by connecting data across a user’s brand touchpoints, businesses can create better marketing strategies for all paid, owned, and earned media channels.
On May 9 at 8:00am, Nina Hale, Inc. will present a breakfast Buzz event at our offices in downtown Minneapolis to discuss leveraging earned and owned media for paid campaign efficiencies. By simply tapping into the data of your current owned and earned media, you can create effective paid media campaigns at a lower cost per acquisition, develop an earned audience faster, and convert users at a higher rate over a longer period of time compared to search or display advertising. You’ll walk away with a better understanding of cross-channel best practices and how you can apply them to your own paid, earned, and owned marketing strategies.
Register here for Maximize Ad Budgets with Paid Social Content Syndication, presented by Senior Paid Media Manager Brennan Brooks. Join us in person or, if you can’t make it to our offices, register for the webinar.