For Interactive Marketing Professionals

Primary Analyst Photo	Document Information	Rate this Document
	December 16, 2009 No Media Should Stand Alone Defining The Roles Of Owned, Earned, And Paid Media In Online Marketing by Sean Corcoran with Nate Elliott, Jennifer Wise	Average: 9  (4 ratings)

This is an excerpt

Executive Summary

Increasingly, interactive marketers are being asked to manage a wide range of paid and unpaid marketing communication — despite the fact that many marketing departments are still organized around traditional paid marketing channels. All types of online media (whether "earned," "owned," or "paid") can play specific roles in meeting marketers' objectives — especially when seamlessly working together. To find the right balance between these types of media, marketers should take stock of their resources, listen for the impact of earned media, look for opportunities to shift short-term paid media to the role of catalyst, and begin to build out a solar system of long-term owned media touchpoints.

TABLE OF CONTENTS

• Interactive Marketers Are Challenged With A Wide Range Of Media
• Marketers Should Classify Their Online Media As Either Earned, Owned, Or Paid
• No Type Of Media Should Stand Alone

RECOMMENDATIONS

• Interactive Marketers Should Redefine The Balance Of Their Media
• Supplemental Material
• Related Research Documents

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.