The WARC Podcast Beyond the Buzz: Linking Effectiveness and Earned
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Feb 6, 2025 Tom Hehir, EVP at Edelman, and Jay Gallagher, CSO EMEA, delve into the vital relationship between earned media and marketing effectiveness. They emphasize how marketers can navigate media abundance while addressing attention fragmentation. Their discussion highlights the importance of blending earned, paid, and owned media to create impactful campaigns. With real-world insights, they argue that authenticity and message consistency are crucial for engaging consumers in today's skeptical marketplace.
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Earned Media Broadly Defined
- Earned media is more than traditional PR; it includes all unpaid reach like conversations, shares, and UGC.
- Existing marketing literature undervalues this and doesn't reflect real consumer info sources adequately.
Earn Attention With Worthwhile Content
- Earned media demands worthiness; audiences only give attention if content is valuable and trustworthy.
- It amplifies paid and owned media by tapping into culture and trusted connections.
Earned Media Fuels Community Power
- Xbox outspent 50 times by PlayStation used earned media and community advocacy to overperform significantly.
- ASICS similarly leveraged runners' communities to activate authentic earned media.