Marketing has a long history of change. There are many reasons why. Sometimes it is a new technology. Buyer criteria could change. Or there was just a need for something new. Today we are witnessing another major transformation. Today’s marketing strategy shift has been building over the past few years. Artificial Intelligence or AI has amplified the disruption.
One repercussion – and an opportunity – is to adapt what I’ll define as a marketing strategy shift from “paid” to “earned” programs (borrowing from PR jargon). Those taking advantage of this shift can boost the attention, engagement, and trust of target audiences. This includes customers and prospects, partners, and employees.
Traditional advertising and digital marketing tactics that once dominated the industry are losing effectiveness as audiences become more skeptical of paid promotions. Consumers are inundated with a constant stream of advertisements, leading to ad fatigue and decreasing trust in brand-driven messaging. We are now seeing this increase as AI continues to be leveraged to drive more sales qualification and marketing demand generation activity. Further, privacy regulations and advancements in AI are changing the way marketers can reach and engage their target audiences. Businesses must adapt by placing more focus on building credibility, fostering trust, and leveraging third-party validation.
My experience working in public relations taught me how important it is to have a diversified PR strategy that includes each type of PR coverage, as summarized below. Marketers can learn from this approach and consider applying these concepts to their marketing strategies.
The Four Types of PR Coverage (PESO Model)
Public Relations professionals know that PR coverage can be classified into four categories: Paid, Earned, Shared, and Owned media. Each plays an important role in brand visibility (source).
- Paid Media – Paid media involves promotional efforts that require financial investment. Examples include pay-per-click (PPC) ads, social media ads, and sponsored content.
Pros: It offers immediate visibility, precise targeting, and measurable results.
Cons: It is costly, short-lived, and increasingly ignored by audiences. - Earned Media – Earned media refers to organic coverage from third parties. It includes press mentions, customer reviews, and word-of-mouth.
Pros: It builds credibility, increases brand trust, and has long-term value.
Cons: It is difficult to control, takes time to develop, and requires consistent effort. - Shared Media – Shared media includes content shared on social platforms. It involves interactions, comments, and viral reach from audiences.
Pros: It can amplify reach, foster community engagement, and create brand loyalty.
Cons: It is unpredictable, requires constant monitoring, and can lead to negative exposure. - Owned Media – Owned media includes channels fully controlled by a brand. This includes websites, blogs, newsletters, and social media accounts.
Pros: It provides full control over messaging, is cost-effective, and fosters direct customer relationships.
Cons: It requires ongoing effort, time, and strong content to maintain engagement. It also is seen as (obviously) reflecting a vendor’s marketing messaging, so it might not be seen as 100% authentic.
The Declining Effectiveness of Paid Marketing
Paid digital ads and SEO are quickly becoming less effective – just as paid media isn’t as effective as quality placements in respective publications. Several factors have contributed to this decline. Consumers see too many ads daily, leading to ad fatigue. Many ignore or block them entirely. Privacy regulations, such as GDPR and CCPA, are increasingly restricting data collection, making ad targeting less effective. This is also impacting email campaign effectiveness and visibility.
Lastly, let’s not forget about AI and how this technology has disrupted traditional SEO strategies. Search engines now prioritize high-quality, human-centric content, while AI-generated content floods the internet, making it harder to rank. Additionally, the ROI on digital ads continues to decline. As competition for advertising space increases, costs rise, yet engagement rates continue to drop.
The Rise of Earned Attention
Consumers trust brands with authentic engagement. Earned marketing content fosters this trust. Businesses must increasingly focus on credibility through thought leadership and industry influence. Engaging with media and analysts can help build this authority.
Customer advocacy and organic word-of-mouth are powerful tools. Happy customers become a brand’s best promoters, and their authentic recommendations drive better conversions than paid ads. Partnerships and analyst relations can further enhance reputation, providing credibility that paid ads cannot. Brands must invest in high-quality content and storytelling. Informative and engaging stories create deeper connections with audiences and strengthen brand loyalty.
The Future: Marketing Strategy Shift to Building Trust
Consumers are increasingly skeptical of automated marketing tactics. This continues to drive a marketing strategy shift to embrace a more authentic approach. Strategic partnerships with trusted organizations can boost credibility and expand reach effectively. Analyst community engagement is essential. Industry analysts influence buying decisions. Their endorsements carry more weight than traditional paid ads.
Read more on this topic, Building a Community of Trust is Critical – Now More Than Ever!
Influencer and media relations help build long-term relationships with industry voices, leading to continued engagement. Event marketing and thought leadership are additional ways to establish expertise. Speaking at industry events, hosting webinars, and participating in panels enhance brand authority and foster greater trust with target audiences.
Marketing is shifting – once again! Today, growing evidence points to a transition away from paid and more to earned engagement strategies. Of course, a good marketing mix will include multiple options. Buyers learn differently. Marketers must accommodate. Brands must prioritize trust, credibility, and authentic engagement. Partnering with analysts, industry experts, and customers drives long-term success. Those who continue to adapt to this marketing strategy shift will be the brands that remain viable in today’s evolving marketplace.
