Photo credit: Jo Z
Consumers have learned to ignore branded content on Facebook, according to new study results from Havas Media and Crowd Emotion, which measured consumer responses through facial expressions.
As reported in Social Media & Marketing Daily, only 20 percent of branded posts appearing on Facebook generated any emotional response. That’s still another serious rap against paid advertising. Consumers have long tuned out and/or skipped over TV advertising and are “blind” to digital display ads. Young consumers rarely subscribe to print publications.
In most all media, paid advertising seems to be losing its ability to deliver product messages to the audience that’s there. That diminishing effectiveness opens the door for more aggressive use of content marketing and earned media (public relations).
Reducing paid advertising expenditures and increasing investments in content marketing and public relations seems prudent. Comparatively measuring ROI from paid, earned and social media will provide the insights needed to guide future marketing investments.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
