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Paid, Owned, Earned by Nick Burcher

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Chapter One

How the world of paid, owned, earned works

Defining the elements

Marketing and advertising are now being defined by the mantra of paid, owned, earned. This trilogy is made up of:

  • Paid media – paid placements that promote a product, website, piece of content or anything else that an advertiser wants to pay to draw attention to.
  • Owned media – any asset owned by the brand. (In the digital space this could be a website or microsite, a social network presence, a branded community, an app or simply a piece of branded content. However, owned media assets are in the real world too – Coca-Cola talk about their trucks and vending machines as owned media, retail stores are owned media, airlines can use boarding passes as owned media, and ...

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