Speed Read – Paid, Owned, Earned: Maximizing Marketing Returns in a Socially Connected World
Nick Burcher, Kogan Page (2012) (view on Amazon)
Introduction
Social media has transformed advertising by complicating the relationship between brands and consumers. Thriving in this fragmented world requires a threefold media strategy that utilises paid, owned and earned media approaches, according to author Nick Burcher, head of Social Media and Digital Innovation at ZenithOptimedia Worldwide. He defines "paid" as any promotion a brand pays for; "owned" as any asset including retail stores, though it is most often used to refer to digital space and/or...