What is the downside to marketers shifting media dollars out of paid media and into owned and earned media? Matt Kinsman's team at American Business Media did a great job interviewing me in this video about this overlooked topic. In the intreview I refrence findings from our recent study, "Improving Marketing Effectiveness." Click on the picture below to see the video produced using the new, innovative Me!Box interface which blends video with posted content for a richer viewing experience.
The Josh Gordon Group blog
Topics: B2B suppliers, content strategy, digital media, B2B marketing, non-customers, e-newsletter, social media, Josh Gordon Group, buyer/seller relatsionship, Josh Gordon, advertising, earned media, existing customers, noncustomers
Most organizations know their current customers very well and social and digital media are helping. By monitoring activity on social media such as Facebook pages, LinkedIn forums, and Twitter streams customer feedback flows back to organizations. Additional feedback from “owned” digital media comes in as customers interact with the company website, e-newsletter, and blog. Best of all, this feedback is free!
In today's highly fragmented communications environment your company’s media choices can become a self-fulfilling prophecy.