Skip to main content

Paid, Owned, Earned: Maximizing Marketing Returns in a Socially Connected World

Nick Burcher

$89.89 - $91.39
(No reviews yet) Write a Review
UPC:
9780749465629
Maximum Purchase:
2 units
Binding:
Paperback
Publication Date:
2012-03-03
Author:
Nick Burcher
Language:
english
Edition:
2.2.2012
Adding to cart… The item has been added


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 optimization, seeding and viral distribution, broadcast mass media, social performance media and measurement.