Save or Share this Report

For B2C Marketing Professionals

Drive Returns With Adaptive Content Promotion

Marketers Deploy Flexible Paid Promotion Budgets Behind Earned And Owned Content To Drive Awareness, Advocacy, And Sales

September 23, 2014

Primary author headshot

Authors

Why Read This Report

The big preplanned media buy for product- or brand-centric messages is seeing increasing competition from a nimbler creature: granular media buys for branded or earned content. Here, marketers pay to promote preexisting content — created by them, by advocates, or by consumers — and tune it up or down based on real-time feedback. The attraction for marketing leaders is clear: Promote branded content and messages that are proven winners, based on interest in the content, value of the channel, or actual business outcomes. Marketers can't beat this for media efficiency, but it creates new planning, measurement, and prioritization headaches. Read this report to learn how leading brands and agencies are reaping the rewards from paid content promotion.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Table of Contents

  • New Forms Of Paid Content Promotion Lower Risk And Increase Returns
  • Align Goal And Audience With Optimization For Paid Content Promotion
  • RECOMMENDATIONS

  • Organize And Invest To Plan Better Paid Content Promotion
  • Supplemental Material
  • Related Research Documents

Recommended Research