Trends Report

Traditional Paid Media Must Fuel Earned Media Efforts

Offline And Online Paid Media Placements Will Drive Earned Media Success

October 13th, 2011
Tracy Stokes, null
Tracy Stokes
With contributors:
Matthew Dernoga , David Cooperstein , Michael Glantz

Summary

Earned media is exploding. Born from traditional public relations (PR), its rapid adoption by marketers is being driven by new opportunities to drive word of mouth through social media. But earned media cannot be treated as a standalone sideshow to the main event of building the business. As chief marketing officers (CMOs) start to pay more attention to this fledgling media, they must demand that it is integrated with online and offline paid media as part of a holistic brand-building strategy, with success measured in terms of business results, not just Facebook likes.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.