Tuesday, April 17, 2012

Paid, Owned and Earned - blurring boundaries

I recently put some thoughts together for a client on the blurring boundaries between paid, owned and earned media. Take a look at the presentation below on my initial thoughts on this (note: this isn't meant to be comprehensive, as some of this is client-specific)Paid Owned & Earned : The blurring boundaries
View more PowerPoint from Hayden

This theme has also been mentioned by Rebecca Lieb from Altimeter Research, who has given some more specific examples of how the boandaries between these three different media classifications are now very blurred.
http://www.imediaconnection.com/printpage/printpage.aspx?id=31333

To me its clear that both clients and their agencies must eventually integrate all three of these media to get the maximum return on investment (of resource / time and money).
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