Paid, Owned, Earned by Nick Burcher
Maximizing Marketing Returns in a Socially Connected World

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Synopsis

The complexity of media that now sees multiple channels accessed through multiple devices has created major challenges for today's marketing and advertising professionals. Consumer time is split between TVs, laptops, iPads, X-Boxes and smartphones, with traditional media, websites, videos, social networks and apps all competing for attention, meaning it's difficult for brands to decide how best to reach and engage their audiences. Paid, Owned, Earned defines the constituents of each area of 'paid', 'owned' and 'earned' media and shows how they are linked together. It proposes a blueprint for how to think and navigate across this space using a framework made up of key elements such as communities and content, social media optimisation, seeding and viral distribution, broadcast mass media, social performance media and measurement.
 

About Nick Burcher

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Nick Burcher is Head of Social Media and Digital Innovation at ZenithOptimedia Worldwide, part of the world's largest media services group, Publicis Groupe. He has worked across the whole spectrum of "Paid, Owned, Earned" (including social media for five years) and has built a reputation in this space through both speaking at industry events and maintaining his own social media presence.
 
Published March 3, 2012 by Kogan Page. 297 pages
Genres: Business & Economics, Computers & Technology, Professional & Technical, Science & Math. Non-fiction

Unrated Critic Reviews for Paid, Owned, Earned

Publishers Weekly

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Opening with the premise that brands can maximize their marketing impact by strategically combining original content with content generated by others, Burcher widens his lens to examine how communication has changed with the introduction of new media and higher speeds of dissemination—and what ...

Mar 26 2012 | Read Full Review of Paid, Owned, Earned: Maximizi...

ForeWord Reviews

It is his business to analyze, promote, and help clients make sense of the ever-changing web of worldwide digital, print, and broadcast media plus the ceaseless interpersonal communication that is changing the way we live, learn, consume, and interact.

Apr 20 2012 | Read Full Review of Paid, Owned, Earned: Maximizi...

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