Defining Earned, Owned And Paid Media. The terms "earned, owned and paid (aka bought) media" have become very popular in the interactive marketing space today. In fact, taken together they can be applied as a simple way for interactive marketers to categorize and ultimately prioritize all of the media options they have today. Nokia was an early pioneer in this space (see Dan Goodall's posts on the subject). They now categorize all of their global interactive media as earned, owned or bought.
Many agencies, including R/GA, Critical Mass, Sapient and Isobar (my former employer) also use the model to help develop digital strategies. On top of that, many industry leaders such as Pete Blackshaw, Fred Wilson and David Armano have written about the subject. Yet as popular as these themes have become, they're often loosely applied across the industry and essentially no one is speaking the same language. Create a solar system of owned media. Gerd Leonhard - KEYNOTE Speaker, MEDIA Futurist, Strategic Advisor and more. IBM - Interactive Marketing Resource Center - Home.
Welcome Relevant, highly personalized, cross-channel marketing campaigns – that’s what Interactive Marketing is all about The road to Interactive Marketing can be challenging to navigate. Although there is no single roadmap to get there, the destination is clear: that builds lifetime relationships, improves your marketing results, and reduces costs. Explore the Interactive Marketing Resource Center for expert advice to help you move along your path to Interactive Marketing success. Interactive Marketing Engage your audience in cross-channel dialogues that build on past and current behavior Learn how the right interactive marketing solution can help you engage each customer in an engaging, interactive dialogue that: Builds on past behavior Adapts based on current behavior, context, and each customer's reaction to each new message Consistently delivers the most compelling message to each customer, in the best inbound or outbound channel, at the perfect moment Cross-channel Marketing Social Media.
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