Figuring out just which media to use in an advertising mix can be a challenge. After all, with so many different types from print to television to online and social, that’s a lot of different fronts to cover with no guarantee of success in any of them. A new report reveals that in some of the biggest markets on Earth, earned media—promotion that’s gained through someone else’s mention instead of something that’s paid for—is still delivering a lot of value.

With 62 percent of Chinese respondents, 47 percent of U.S. respondents and 44 percent of UK respondents all coming out in favor of earned media, it’s clear this approach should be front-of-mind for many marketers.

Moreover, what customers want in that marketing varies according to the need at the time. For instance, content that has an emotional impact like making someone laugh gives it a better chance to be shared. The UK shares funny content most readily at 31 percent, followed by the U.S. at 26 percent and China at 18 percent. Content that offers information is valuable as well, with 46 percent of U.S. respondents, 47 percent UK and 50 percent China all planning to share content with product information. (Read more)