Paid Media Woes Create Ripe Opportunity for Earned Media
Cision
SEPTEMBER 28, 2017
Of the three pillars of the marketer’s media mix — paid, owned and earned — earned media can be the most challenging to measure. It’s hard to draw correlations between vanity metrics like share of voice with business outcomes like shopping cart conversion and demand generation. This has resulted in it receiving a backseat to paid media in most corporate budgets.
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