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This category also includes influencer relations and PR services: press conferences, exhibitions and events to which journalists are invited in the hope that it will be an interesting topic for them to write an article and report on for free.
A big advantage of unpaid channels can be cheap traffic and austria phone number data therefore higher sales margins. While paid channels offer fast and scalable results, advertising costs increase acquisition costs and reduce margins.
The weak points of earned channels are instability, lower scalability, unpredictability, and lack of transparency. Following algorithm updates, there may be significant changes in SERP positions and an inevitable drop in traffic by tens of percentage points. It is too unstable a channel for e-commerce companies to be their primary channel, which is why management prefers paid channels by default.
Shared Channels
Shared channels represent the voluntary sharing of content online or word of mouth (online). The brand does not pay for sharing. Information is distributed in person, through discussion forums, WhatsApp, Messenger, Hashtags or by sharing on social media.
Unpaid actions are extremely persuasive. Consumers are skeptical of advertising and brands, but they listen to recommendations from friends, acquaintances and other customers because distributing their expertise does not bring them any financial benefit.
The disadvantages of shared channels are limited reach, difficult and indirect traffic acquisition, and difficult or almost impossible scalability.
Brands can support shared channels by creating high-quality content and making it easy to share.