The Cluetrain Manifesto

How to Define and Use Paid, Owned and Earned Media | John Lusk When you're a strong marketer, you obsess about data. You can spend hours in Google Analytics (or another BI/Data platform) and Excel analyzing graphs, charts, correlations, growth rates, bounces, etc. And from what I've observed, most marketers will typically focus on channel results. That is, they'll look at data from the perspective of a particular channel, be it Organic Search, Referral, Traffic, a single Paid campaign, facebook, etc. When I worked at Microsoft, the agencies that executed against all of our marketing campaigns would always talk about Paid, Owned, and Earned media and how we needed to be 'investing' in all of the channels or order to optimize traffic and customer growth. Essentially, POEM are all necessary and all work together to form the basis of a marketing strategy that's meant to drive traffic and customer growth. Paid: Use wisely and always be testing. Earned: It's essentially Word-of-Mouth. This post originally appeared on John Lusk's Blog here.

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