Social marketing: The rise of earned content

30% of retailers don’t understand earned content and it’s importance as a component of multichannel retail.

The proliferation of channels through which retailers and brands can connect to their customers has fundamentally changed both how retailers retail and how shoppers shop. Consumer behaviour has changed with a shift away from wanted to be sold to towards being engaged with. As a result, retailers find that they need to be more in tune with these shoppers and offer a much more content-led approach to engaging with them.

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Transforming ecommerce and retail marketing

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In this whitepaper, produced in partnership with Olapic, we look into the options and opportunities for retail brands to create and deploy an earned content strategy, as well as outlining how to curate such content, analyse the results and keep refining the process as consumer taste and habits change.

Some key findings from our research:

  • 30% of retailers don’t understand earned content and it’s importance as a component of multichannel retail
  • 82% say the responsibility for earned content lies within marketing
  • 58% of retailers are taking part by resharing on social media
  • 44% believe earned content resonates well with consumers

Featuring case studies from high-end retailers All Saints, Pepe Jeans, and Wool and the Gang

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