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 ?nd 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.