So now I find myself putting forward an evolved version of this idea, unashamedly taking McKinsey's model as the basis of it.
As you can see from my embedded presentation there are now five proposed layers rather than just two.
- Core business processes
- Web services & API’s
- Owned media such as website(s), Apps, Kiosks, etc.
- Paid media such as online advertising (PPC, etc.)
- Earned media such as Social, Word-of-mouth, etc.