Paid, Owned, Earned

Paid, Owned, Earned

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The complexity of media that now sees multiple channels accessed through multiple devices has created major challenges for today's marketing and advertising professionals. Consumer time is split between TVs, laptops, iPads, X-Boxes and smartphones, with traditional media, websites, videos, social networks and apps all competing for attention, meaning it's difficult for brands to decide how best to reach and engage their audiences. Paid, Owned, Earned defines the constituents of each area of 'paid', 'owned' and 'earned' media and shows how they are linked together. It proposes a blueprint for how to think and navigate across this space using a framework made up of key elements such as communities and content, social media optimisation, seeding and viral distribution, broadcast mass media, social performance media and measurement.Even though at this time my blog had (very) low traffic and was not indexed by Google, within 24 hours it was clear that Siffry practised what he preached, as he left a comment for me: ... in Comcasta#39;s customer service in the United States.

Title:Paid, Owned, Earned
Author: Nick Burcher
Publisher:Kogan Page Publishers - 2012-03-03

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