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Paid, Owned, Earned
Maximising Marketing Returns in a Socially Connected World
Paid, Owned, Earned is about the complexity of media channels confronting brands, agencies and advertisers. With a multitude of case studies and original thinking it provides a clear framework on how best to approach the fragmented media landscape.
Format: 234 x 157
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About the book
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 optimisation, seeding and viral distribution, broadcast mass media, social performance media and measurement.
About the authors
Nick Burcher is Head of Social Media and Digital Innovation at ZenithOptimedia Worldwide, one of the world's largest global media services agencies and a part of the Publicis Groupe. With 15 years industry experience, he has worked across the whole spectrum of Paid, Owned, Earned (including social media for five years) and has built a reputation in this space through both speaking at industry events and maintaining his own social media presences.
- Paid, Owned, Earned is an indispensable source of knowledge for anyone involved in the front line of marketing in the digital age. It covers all aspects of consumer engagement in an accessible and thought-provoking style.
- John Taylor, Chairman, ZenithOptimedia Worldwide