What is the best way to get consumers to visit your website and follow your brand? The answer–not advertising but public relations efforts resulting in articles mentioning your brand.
Compared with banner ads, pop-up ads, e-mail offers and sponsored links, articles that include brand information were most likely to lead US Internet users to read-and act. When it comes to getting someone to read or take action after viewing content, it turns out PR related functions – namely, placing your client in a story – are more effective than online advertising tactics.
The eMarketing article quotes ARAnet president Scott Severson:
“A key finding for marketers is that younger audiences respond to information that reaches them in the form of articles. More than two-thirds of the respondents between 18 and 34 said they conduct Internet searches for products or services they read about in online articles either very frequently or somewhat frequently.”
How about you? Do you react to company pitches more often through advertising or by articles?