Owned Vs Earned Media
A new study from Mindshare looks at the impact of paid media against that of social media. Specially relevant at a time when more and more advertising monies are shifting to the online space, and brands are experimenting in the unchartered waters of blogs, Facebook and Twitter. If the new buying cycle consists of awareness, consideration, preference, and loyalty, consumers who were exposed to a brand’s activity in brand-influenced social media were far more likely to search in lower levels of the buying system, as compared to those who were not exposed to social media messages. Also the study showed a 50% increase in clickthrough rates on paid search among consumers who have been exposed to social media. Additionally, consumers who were exposed to both social and paid search exhibited a 200+% increase in the search behavior than customers who were exposed only to paid media. Mindshare believes that the study will enable them to better allocate budgets of future campaigns to get the best out of their paid media campaigns.
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