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Insight/ Strategic Planning

5 Consumer Motivations That Drive Earned Media

How do you scale earned media? That’s a question on marketers’ minds as brands look to capitalize on the most trusted and influential form of marketing, peer recommendations. Today, however, most marketers are still attempting to take shortcuts to buy “earned media” via a strategy that closely resembles that of paid media. The strategy involves creating content designed to go “viral” and then utilizing paid social media placements to drive eyeballs in hopes that the content will also gain unpaid impressions through sharing.

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