Demand Gen-免费媒体对绩效营销的影响（英文版）-2017-12页_Password_Removed.pdf

EARNED MEDIA INFLUENTIAL IN PERFORMANCE MARKETING New Study Finds B2B Marketers Shifting Investments To Support Aggressive Pipeline Goals PRESENTED BY EARNED MEDIA INFLUENTIAL IN PERFORMANCE MARKETING 1 SURVEY REPORT ore B2B marketers are shifting budget The survey also showed that the increase in earned and priority to earned media as they struggle media efforts has proven effective for most B2B with declining response rates from traditional organizations, with 90% ranking their programs as investments in paid media. According to a new somewhat (61%) or very (29%) effective at achieving survey conducted by Demand Gen Report, nearly their goals. half of B2B marketers have increased their earned media spend over the past year. While survey respondents seemed eager to continue improving their earned media initiatives, two primary In addition, 61% of marketers said they have challenges surfaced as impediments to expanding expanded their use of earned media as part of programs: their overall demand generation efforts. Specific breakdowns include: Identifying and connecting with key influencers (cited by 57%); and 29% said they are now fully integrating earned media as part of their demand Measuring financial impact of gen strategy. programs/ROI.