News release or Paid Advertising, Which One Is More Effective?
Hong Kong – As a marketing guru, users have a few options for attracting new business, including paid advertising and editorial story placement within the media. They can both be paid (for instance, if users use the services of a PR distribution company), so which one is more cost effective? The two options serve two completely different purposes, so let SEAPRWire‘s expert delve a little further into each option.
If users are using the paid advertising option, does that include pop-up style ads? Perhaps users are using an agency and users may not know the answer to this question. What users may want to consider, if users are not already aware, is how people feel about ads and how effective they are compared to other marketing techniques, such as using SEAPRWire for press release.
Consumers and those marketing for business to businesses continue to become more sophisticated and wary of ads and information found online, affecting trust levels. For instance, if users were looking for a lawyer online, would users trust a lawyer who was referred to users by a friend (word of mouth) or would users trust a pop-up ad? Now let’s say that their friend originally found this lawyer through a news article he/she read, then used the lawyer’s services and had a good experience. Do users see how editorial placements can have more credibility than an ad and lead to a better result?
According to HubSpot, in an article from July 13, 2016 by Mimi An, 87% of people say there are more ads than there were 2 years ago (2013-2015). With that type of increase it is no wonder that Adblocker Plus, which dominates the ad blocking app market, has achieved 300 million downloads worldwide (as of 2016 according to HubSpot).
Let’s state the obvious: Whether it is business to consumer, or business to business, people know that ads exist because someone paid for it to be there with the sole intention of trying to attract new business, or sell a product or service. Adding to advertising’s lack of credibility is “the rule of 7,” which is common wisdom in advertising. It means that an individual needs to see an ad 7 times before they take an action. Advertising needs to be repeated to produce results and that increases its cost and limits its cost effectiveness.
In 2021, similar to 2020, budgets for marketing have probably received another slight increase for the year, with much focus on digital marketing. PPC & display ads are a go-to marketing strategy for many businesses, even though they produce mediocre results. Earned media through distribution of a news release is often a second thought. Interestingly, because an increasing number of people are using ad blocking apps, the money spent by businesses to advertise is often wasted because the ad never reaches its full intended audience.
In short, this is an excellent time for their marketing and communication teams to further investigate earned media through PR distribution.
Earned media works when a well created news release attracts the attention of a journalist or well respected blogger, looking to further their story. If it is a blogger, remember that the blogger is within their industry and can potentially reach thousands of individuals that may be interested in their story as well. This could lead to more sales.
For this to transpire, their news release must be compelling and authentic. A well-written news release will inspire people to write positive comments about their story. Positive online comments are considered by many to be more trustworthy than online ads. Their news release can also reach a larger audience because some websites will simply republish what users have already written without making any changes.
Here is another tip: Increase the chances of their story being picked up by media by including industry data that users can back up. People love numbers and love statistics. If users are using data from another source, be sure to mention the source.
Results can vary significantly depending on which industry their business is in, the timing of their news release and how well it is written (particularly the headline). The purpose of this data is to further demonstrate the cost effectiveness of a press release. These statistics would be admired by many marketing folks.
Depending on what users are trying to accomplish, a news release should not be underestimated. Paid advertising certainly has its place in the marketing world but should not be considered as the sole channel to attract new business or announce a new product or service.
SEAPRWire is the top-up newswire in Southeast Asia. It offers PR distribution service to all Southeast Asia regions, including: Singapore, Vietnam, Thailand, Malaysia, Indonesia, Philippines, Hong Kong and Taiwan. SEAPRWire has a network of media editors, journalists, magazines, newspapers and PR agencies. It also cooperates with top wire services like JCN Newswire, Factiva, Eiko Reuters, Bloomberg, Yahoo, MarketWatch, BusinessInsider. SEAPRWire can distribute press releases in multi-linguages, such as: Traditional Chinese, Simplified Chinese, Thai, Vietnamese, Japanese, Korean, Malay, Indonesian …
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Contact: Tina, Marketing Manager