Our clients are increasingly seeing the value of having online placements, especially on trusted media’s websites such as
www.NewYorkTimes.com. Over the years, it’s become apparent that it’s necessary to have a presence in online versions of the media.
We advise our clients to embrace the use of branded media arenas (i.e. owned by well-known media outlets). We already know that the media is credible, and that it adds credibility to products or services mentioned in stories, so this online layering is a great complement to a typical marketing mix.
I was really excited to come across this study that supports our advice. Conducted by the Online Publishers Association, the study found a strong correlation between U.S. consumers’ high opinions of brands when they saw them on well-known media websites.
The researchers discovered that when people trusted the content of a website, brands mentioned on that site were considered more reputable.
This study measured how likely consumers were to purchase a product when an ad for that product appeared on a website where those consumers trusted the content. As your read the results below, imagine how people would respond to a product mentioned within the story itself! That’s even more credibility!
- Consumers are more likely to trust content on media sites (72%) than portal channels such as AOL (60%) and social media such as Facebook (23%)
- Audiences on media sites are significantly more likely to believe these sites’ advertisers are high quality and reputable (24%), compared to portal channels (20%) and social media (8%)
- People who recall purchasing from a site’s advertisers are significantly more likely to do so from media sites (8%) than portal channels (5%) or social media (3%)
- Those loyal to media sites are more likely to purchase from advertisers on these sites (15%) than portal loyalists or social media loyalists (8% and 4% respectively)
Clearly, having your product or service mentioned on the media’s websites has a valuable brand halo effect on your sales messaging.
Heather is a multi-faceted leader. She’s part marketing strategist, part consumer psychologist and part motivational cheerleader. “I love understanding what drives people to take action, especially when it involves getting the media to run stories about our clients,” she says.
With more than 25 years of experience, she has the keen understanding and insight to know how to run an integrated campaign and what it takes for our clients’ stories to become the news. She enjoys leading campaigns for complex industries such as medical devices and technologies, as well as fun industries such as hair salons. She thrives on pursuing creative ways to educate consumers about clients’ products, and ultimately inspiring them to buy. “I appreciate becoming a part of each client’s marketing team. I cherish the long-lasting relationships, and successful marketing programs we have created together.”
Heather also finds joy in her daily collaborations as part of our creative team. “I am grateful to work with publicists, writers, designers and other marketing experts, all enjoying what they do because they are using their God-given strengths. Our publicists have great instincts because they all have media backgrounds.
When things get hectic, it’s often Heather who cracks the first joke. “We encourage people to be a little goofy and unique. Some of the best ideas and solutions emerge because we know how to have fun,” she grins. “I may say something like, “Remember this is PR not the ER. Now, lighten up and go book a great story idea with the media!”