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Paid, earned, and owned media. The phrase may be a marketing workhorse, but with the explosion of digital channels and new technologies, “paid, earned, and owned” is a lot less useful as a way of looking at media strategy and spend than it used to be.
As the lines between the three categories of media have eroded beyond recognition, marketers need to rethink how they spend marketing dollars, staff teams, drive strategy, and collaborate with agencies. According to an Altimeter Group report, The Converged Media Imperative, agencies and brands need help (a lot of help) understanding and navigating the new landscape....
Critical reading on social media and technology trends impacting business...