Marketing > Marketing Glossary. Definition of Marketing Related Terms > Earned Marketing Definition

Earned Marketing Definition

Earned marketing is a pivotal approach in the realm of content marketing that revolves around garnering organic attention, advocacy, and credibility for brands through authentic audience engagements and word-of-mouth promotions, rather than through paid promotions. Encompassing elements like brand mentions, reviews, shares, and organic press, it is a testament to a brand’s genuine impact and value in the market.

Detailed Explanation:

Earned marketing, often juxtaposed with paid and owned marketing, is when a brand receives exposure without directly paying for it. It's often the result of effective content marketing, public relations efforts, excellent customer service, and genuine word-of-mouth recommendations. Unlike its counterparts, earned marketing capitalizes on third-party endorsements, making it particularly trustworthy in the eyes of prospective clients or customers.

Positive Impact on Businesses:

According to various studies, 92% of consumers trust organic, user-generated content more than they trust traditional advertising. This means that earned marketing, which often manifests as genuine user testimonials, shares, and reviews, can often outweigh the impact of a paid advertisement campaign. Moreover, as earned marketing is largely organic, it typically offers a higher ROI compared to many paid marketing strategies.

Relevant Professions and Professionals:

Public Relations Specialists: They focus on cultivating a positive brand image and handle crisis communication, often resulting in earned media attention.

Content Marketers: Through compelling content, they attract organic shares and mentions.

SEO Experts: With a focus on organic search results, they ensure that the brand garners attention without direct payment.

Influencer Marketers: By partnering with influencers, brands can achieve earned marketing through genuine endorsements.

Process and Application:

The process for earned marketing typically involves:

Crafting high-quality, shareable content.

Engaging with the target audience on various platforms.

Cultivating genuine relationships with influencers and industry leaders.

Monitoring brand mentions and leveraging positive feedback.

Its application spans various sectors – from tech startups leveraging user reviews to boost sales, to restaurants using diner testimonials to attract more customers.

Expert Advice:

Do’s:

Engage with your audience genuinely and regularly.

Monitor brand mentions and capitalize on positive feedback.

Invest in high-quality content that resonates with your audience.

Don’ts:

Avoid overly promotional content that can turn off your audience.

Don’t ignore negative feedback; instead, address it constructively.

Never fake reviews or endorsements.

Risks and Mitigation:

Risk: Mismanaged negative feedback can escalate into a PR crisis.

Mitigation: Prompt, sincere, and constructive responses can turn critics into advocates.

Real-world Examples:

Companies like Tesla have immensely benefited from earned marketing. Tesla, for instance, spends a negligible amount on traditional advertising but generates significant attention through word-of-mouth, customer reviews, and media mentions.

Rationale and Conviction:

In an age inundated with advertisements, consumers have become increasingly skeptical of paid promotions. Earned marketing stands out as an authentic testament to a brand's value and credibility. It not only assures potential customers of a product's or service's quality but also emphasizes a brand's commitment to genuine engagement and excellence. For B2B marketers, it provides a competitive edge by leveraging trust and authenticity, making it a strategy not just of choice, but of necessity.

Marketing > Marketing Glossary. Definition of Marketing Related Terms > Earned Marketing Definition