Blending Paid, Owned and Earned Media for Branding

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

eMarketer, 9/21/10

The medium and the marketing message

Some of today’s greatest success stories in branding blend ingredients from the three kinds of marketing media: paid, owned and earned. Paid media is advertising inserted next to another’s content; owned media is brand-created content; and earned media is getting someone else to provide content about a brand.

“Each medium offers distinct advantages, and it is important that all work together,” said David Hallerman, eMarketer senior analyst and author of the new report “Brand Marketing Online: Paid, Owned, Earned.” “The best approach is holistic, where each channel supports the others, as when paid advertising produces earned word-of-mouth, which stimulates traffic to owned microsites.”

Read more

Want to partner with IDG?

Click here to get started