the new ads: content marketing and earned media

Public Domain Image by: Lalmch (2015) on Pixabay.com

Online ads are not

having the same effect

they had in the past (7)

Public Domain Image by: Fancycrave1 (2015) on Pixabay.com

The prevalence of Ad Blockers means…

Public Domain Image by: 3dman_eu (2016) on Pixabay.com

The prevalence of Ad Blockers means…

ads are failing to reach

their audiences (7)

Public Domain Image by: 3dman_eu (2016) on Pixabay.com

One article says young adults tune out traditional ads anyway (6)

Public Domain Image by: Unsplash (2014) on Pixabay.com

“…The consumer has changed, and so must the

way we market to them.” – Catherine Toole (8)


The future of advertising is

Public Domain Image by: Geralt (2016) on Pixabay.com

Content marketing enhances the consumer experience, letting

consumers approach, rather than ads chasing consumers (8)

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A great example of content marketing is Denny’s twitter posts

Public Domain Image By: Tabeajaichhalt (2015) from Pixabay.com

Posts are relevant

in the context of

the platform

The use of

humour makes a

brand

memorable,

shareable, &

approachable (2)

With 366K

followers,

Denny’s

popular

posts can

be shared

by

thousands

Aside from bypassing ad-blockers,

good content marketing inspires the creation of earned media

Earned media = free publicity (3)


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

Public Domain Image by: Geralt (2016) at Pixabay.com

Public Domain Image by: AnnaER (2013) at Pixabay.com

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

Peripheral routes of processing form quick and superficial

impressions (1)

Public Domain Image by: GerDukes (2017) at Pixabay.com

Central processing is more effective at changing behaviour

than peripheral processing (1)

Public Domain Image by: Pexels (2016) at Pixabay.com

Exposure

Attention

Understanding

Accepting

Remembering

Central routes of

processing involve deep

thought in stages (1)

Public Domain Image by: ElizaRiva (2017) at Pixabay.com

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

The enduring effects of profound content marketing

make it the strategy for the future


References1. 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