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30 Mar 2017
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Getting POE right grows SOE

This article originally appeared on the WARC website. To view the original article, please click here.

LONDON: Implementing an effective paid, owned, earned (POE) media strategy is essential to increasing a brand's share of experience (SOE) and hence growing the brand itself, according to an industry figure.

In a WARC Best Practice paper, How to implement a paid, owned, earned media strategy, Fiona Blades, Chief Experience Officer at MESH The Experience Agency, consigns the outdated share of voice (SOV) metric to the dustbin.

She points out that "paid media alone may account for only less than a third of all brand experiences", while "touchpoints like word of mouth can have 5 to 100+ times the impact of paid experiences".

Marketers need to look beyond the traditional metrics of share and reach, she advises, and consider measuring such things as impact, relevance and positivity, "since the quality of touchpoints can turbo-charge your media strategy".

This article originally appeared on the WARC website. To view the original article, please click here.

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