Rethinking Paid, Owned & Earned

New rules for driving marketing performance

Every day, the marketing landscape becomes more complex. New technologies change the way that people interact with media and brand communication and this in turn changes shopping behavior. Over the years, marketers have cut through complexity by creating categories of action, traditionally this has been divided according to “below-the-line” and “above-the-line”.

Since the advent of the Internet, the industry has further divided activity into “online” and “offline”. This report investigates the effects on paid, owned and earned media.

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