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The New Ads: Content Marketing and Earned Media

How can you adapt to get brand recognition? The future of marketing lies in content marketing that elicits fan responses- earned media.

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The New Ads: Content Marketing and Earned Media

  1. 1. Public Domain Image by: Lalmch (2015) on Pixabay.com
  2. 2. Online ads are not having the same effect they had in the past (7) Public Domain Image by: Fancycrave1 (2015) on Pixabay.com
  3. 3. The prevalence of Ad Blockers means… Public Domain Image by: 3dman_eu (2016) on Pixabay.com
  4. 4. The prevalence of Ad Blockers means… ads are failing to reach their audiences (7) Public Domain Image by: 3dman_eu (2016) on Pixabay.com
  5. 5. One article says young adults tune out traditional ads anyway (6) Public Domain Image by: Unsplash (2014) on Pixabay.com
  6. 6. “…The consumer has changed, and so must the way we market to them.” – Catherine Toole (8) Public Domain Image by: Unsplash (2015) on Pixabay.com
  7. 7. Public Domain Image by: Unsplash (2015) on Pixabay.com
  8. 8. The future of advertising is Public Domain Image by: Geralt (2016) on Pixabay.com
  9. 9. Content marketing enhances the consumer experience, letting consumers approach, rather than ads chasing consumers (8) Public Domain Image by: mintchipdesigns (2016) on Pixabay.com
  10. 10. A great example of content marketing is Denny’s twitter posts Public Domain Image By: Tabeajaichhalt (2015) from Pixabay.com
  11. 11. Posts are relevant in the context of the platform The use of humour makes a brand memorable, shareable, & approachable (2)
  12. 12. With 366K followers, Denny’s popular posts can be shared by thousands
  13. 13. Aside from bypassing ad-blockers, good content marketing inspires the creation of earned media Earned media = free publicity (3) Public Domain Image by: Unsplash (2015) on Pixabay.com
  14. 14. Company-owned ads from a Coca-Cola campaign on YouTube got 26 million views… Whilst earned media in the form of Coke fan videos got 120 million views (5) Public Domain Image by: WerbeFabrik (2017) at Pixabay.com
  15. 15. Public Domain Image by: Geralt (2016) at Pixabay.com
  16. 16. Public Domain Image by: AnnaER (2013) at Pixabay.com
  17. 17. Persuasion can be described by the elaboration likelihood model (ELM) by Petty and Cacioppo (1) Public Domain Image by: mbll (2017) at Pixabay.com ELM Peripheral Processing Central Processing
  18. 18. Peripheral routes of processing form quick and superficial impressions (1) Public Domain Image by: GerDukes (2017) at Pixabay.com
  19. 19. Central processing is more effective at changing behaviour than peripheral processing (1) Public Domain Image by: Pexels (2016) at Pixabay.com
  20. 20. Exposure Attention Understanding Accepting Remembering Central routes of processing involve deep thought in stages (1) Public Domain Image by: ElizaRiva (2017) at Pixabay.com
  21. 21. The stages of central processing can be easily met with content marketing Interesting content gets shared (increasing exposure), captures viewer attention, and motivates message contemplation Public Domain Image by: Pexels (2016) at Pixabay.com
  22. 22. The enduring effects of profound content marketing make it the strategy for the future Public Domain Image by: Unsplash (2016) on Pixabay.com
  23. 23. References 1. Atkinson, J., & Hamilton, C. (2016). Elaboration Likelihood. Personality and Social Psychology: Social Psychology I [Lesson], pp. 69. Retrieved March 2, 2017 2. Becker, I. (2014, March 31). The Benefits of Humor in Marketing. Retrieved March 2, 2017, from Creatage website: http://creatage.com/the-benefits-of-humor-in-marketing/ 3. Bennet, S. (2014, October 23). Paid, Owned and Earned Media: What’s the Difference? Retrieved March 2, 2017, from Adweek website: http://www.adweek.com/digital/paid-owned-earned-media-meaning/ 4. Lazauskas, J. (2014, July 11). Neuroscience Says Stories May Make People Love Brands More Than Their Families. But Why? Retrieved March 2, 2017, from The Content Strategist website: https://contently.com/strategist/2014/07/11/neuroscience-says-stories-may-make-people-love-brands- more-than-their-families-but-why/ 5. Matrix, S. (Instructor). (2017). Module 02 Lecture 02 Public Relations part 1 of 2 [Video]. Retrieved March 2, 2017, from https://onq.queensu.ca/d2l/le/content/71613/viewContent/874616/View 6. Newman, D. (2015, April 28). Research Shows Millennials Don't Respond To Ads. Retrieved March 2, 2017, from Forbes website: https://www.forbes.com/sites/danielnewman/2015/04/28/research-shows- millennials-dont-respond-to-ads/2/#7df8fe2520ed 7. Rosenwald, M. (2015, September/October). The digital media industry needs to react to ad blockers … or else. Retrieved March 2, 2017, from Columbia Journalism Review website: http://www.cjr.org/business_of_news/will_ad_blockers_kill_the_digital_media_industry.php 8. Toole, C. (n.d.). Brands as Publishers: Inside the Content Marketing Trend. Retrieved March 2, 2017, from Curve by Getty Images website: http://curve.gettyimages.com/article/brands-as-publishers-inside- the-content-marketing-trend

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