“(…) brands need to use paid media (display ads, search, out of home, broadcast), earned media (influencer and advocate outreach programs, events) and owned media (Twitter, Facebook, YouTube, blogs) to reach consumers with the same and or similar messages.
Secondly, their messages have to be relevant. The Edelman Trust Barometer indicates that individuals need to hear/read/see things three to five times before they actually believe it. (…)”
Interesting. So, only “secondly” do messages sent out by brands need to be relevant? 🙂