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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.
Out of stock
EAN: 9780749465629
Edition: 1
Published:
Paperback
Format: 234x157
296 pages

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

Nick Burcher is Head of Social Media EMEA at MediaCom, a division of Group M and WPP, the world's largest advertising and media group. He has worked across the whole spectrum of paid, owned and earned for over 20 years, leading marketing innovation and media initiatives for clients such as Sony, Coca-Cola, IKEA, Nestle, Toyota, P&G and BBC Worldwide. He is a regular conference speaker and former Head of Social Media and Digital Innovation at ZenithOptimedia Worldwide.

More about Nick Burcher

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