{"id":1458,"date":"2019-01-28T11:20:54","date_gmt":"2019-01-28T19:20:54","guid":{"rendered":"https:\/\/ascentblog.org\/?p=1458"},"modified":"2019-01-28T11:20:55","modified_gmt":"2019-01-28T19:20:55","slug":"make-authenticity-a-part-of-your-2019-marketing","status":"publish","type":"post","link":"https:\/\/ascentblog.org\/make-authenticity-a-part-of-your-2019-marketing\/","title":{"rendered":"Make Authenticity a Part of Your 2019 Marketing"},"content":{"rendered":"\n<p>With\na shift in consumer attitudes being propelled by Millennials, who tend to shun\npaid and owned advertising, traditional marketing strategies are no longer as\neffective as they were in the past. Instead, todays\u2019 younger generation values\nauthenticity above all else, and seeks out socially-conscious organizations. <\/p>\n\n\n\n<p>This\ncan work to your benefit as you develop a marketing plan for 2019.&nbsp; <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Impact of Earned Media<\/strong><\/h2>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ascentblog.org\/wp-content\/uploads\/2019\/01\/social-media-oh-phone.jpeg\" alt=\"Person holding a cellphone with all their social media apps open\" class=\"wp-image-1459\" width=\"296\" height=\"197\" srcset=\"https:\/\/ascentblog.org\/wp-content\/uploads\/2019\/01\/social-media-oh-phone.jpeg 640w, https:\/\/ascentblog.org\/wp-content\/uploads\/2019\/01\/social-media-oh-phone-300x200.jpeg 300w\" sizes=\"auto, (max-width: 296px) 100vw, 296px\" \/><\/figure><\/div>\n\n\n\n<p>In\norder to appeal to Millennials (as well as Generation X, who has also been a\ndriving force for change), many companies are turning to earned media in 2019.\nIf you\u2019re unfamiliar with the term, earned media is when a business or\nowner\/executive is featured, quoted in, or contributes to a publication or\nwebsite. It also provides widespread media coverage and helps companies build\ngood rapport with the press, who are likely to leverage that relationship in\nthe future and bow to your expertise when it comes time for a quote or other\neditorial contribution in the face of a looming deadline. Unlike paid\nadvertising, consumers view earned media as an honest and legitimate way to\nestablish credibility and build name recognition. <\/p>\n\n\n\n<p>Earned\nmedia also helps to set your business apart from your competitors and typically\nenjoys a wide audience reach. Nielsen studies indicate that audiences trust\nearned media significantly more than traditional advertising. Indeed, consumers\nhave come to rely heavily on online reviews, blogs, videos and articles to help\nguide them in their purchases \u2013 especially in the technology sector. The same\nis true of health care, where platforms such as Yelp, healthgrades.com and\nothers hold great sway. <\/p>\n\n\n\n<p>Few\nsmall businesses have tapped into the potential of earned media, mostly leaving\nit to the industry\u2019s bigger players, but that trend is poised to change in 2019\nas it becomes increasingly apparent just how strongly authenticity is valued. Let\u2019s\nnot overlook the fact that Millennials make up 25 percent of the population and\nGeneration X is responsible for 31 percent of U.S. income; their combined\ninfluence and purchasing power cannot be overlooked by businesses, who must\nrethink their marketing strategies in order to be competitive and win the\nhearts and minds (not to mention wallets) of the younger generation. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Values of\nMillennials and Generation X<\/strong><\/h2>\n\n\n\n<p>When\nmarketing to Millennials and Generation X, an understanding of their values is\nessential. Not only do they distrust traditional advertising and crave\nauthenticity; they hold their peers in great esteem, trusting reviews to help\nthem make purchasing decisions. They place a high value on socially-conscious\norganizations \u2013 those who care about the environment and stand behind important\ncauses \u2013 and tend to engage with companies over social media. <\/p>\n\n\n\n<p>Focusing\nyour marketing efforts on these areas in 2019 will help you appeal to the next\ngeneration of consumers.&nbsp; <\/p>\n","protected":false},"excerpt":{"rendered":"<p>With a shift in consumer attitudes being propelled by Millennials, who tend to shun paid and owned advertising, traditional marketing strategies are no longer as effective as they were in the past. Instead, todays\u2019 younger generation values authenticity above all else, and seeks out socially-conscious organizations. This can work to your benefit as you develop&#8230;<\/p>\n","protected":false},"author":3,"featured_media":1459,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"schema":"","placeID":"","no_match":false,"name":"","company":"","review":"","address":"","city":"","state":"","zip":"","lat":"","lng":"","phone1":"","phone2":"","fax":"","mon1":"","mon2":"","tue1":"","tue2":"","wed1":"","wed2":"","thu1":"","thu2":"","fri1":"","fri2":"","sat1":"","sat2":"","sun1":"","sun2":"","hours-note":"","footnotes":""},"categories":[7],"tags":[],"class_list":["post-1458","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digitaltechnology"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Make Authenticity a Part of Your 2019 Marketing | ASCENT: Administrator Support Community for ENT<\/title>\n<meta name=\"description\" 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