Dear aa, We are excited to offer new research, The Earned Media Opportunity, which provides insight into how CMOs value and execute earned media initiatives. PR Newswire commissioned a study with Outsell, Inc., a research and advisory firm focused on media, information, technology, and the business of data, to learn how CMOs and marketing leaders use earned media in relation to paid and owned channels as part of their marketing mix. Drawing on Outsell’s 2016 annual survey of B2B and B2C marketers and interviews with marketing executives, The Earned Media Opportunity reviews:
- Marketing methods that are most effective for generating leads and building brand awareness
- How CMOs rate the effectiveness of earned media compared to paid media methods
- Recommendations to optimize the use of earned media in marketing strategies
PR Newswire is a case study of successfully acting on these recommendations. Ken Wincko, SVP of Marketing, said, “At PR Newswire, we practice an integrated approach across paid, owned and earned channels. We saw a 5X increase in the number of content downloads, and a 40% increase in conversation rates with this approach.”
To learn more, please download the report.
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