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How Brands Must Combine Paid, Owned, and Earned Media

The Converged Media Imperative: How Brands Must CombinePaid, Owned, and Earned Media By Rebecca Lieb & Jeremiah Owyang With Jessica Groopman & Chris Silva Includes input from 34 ecosystem contributors.

Consumers rarely pause to note provenance. Media are a veritable blur. The primary quest is for information, entertainment, or shopping. The goal is simply to find the “right” media, be it paid, owned or earned, along this highly dynamic customer journey.

Brands are challenged to intercept this elusive customer and cut through the media clutter, regardless of whatever channel or medium consumers are engaged with.


Posted on: July 27, 2012

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2 Responses

  1. Stanley Rao July 31, 2012 1:01pm

    Interesting… thank you for sharing this with us


  2. Facebook Credits August 10, 2012 2:02am

    Thanks for the provided content. I’ve barely gotten through the first couple of pages but the read is invaluable in regards to social media.


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