Why Read This
The terms "owned media," "paid media," and "earned media" have become very popular in the marketing space today. Marketers need to understand the benefits of each medium and how to identify the role each should play based on their objectives. Ultimately, these types of media work best together, but marketers have to make the hard choices of what to include and what not to include — especially when budgets are tight. Market research professionals can support the marketing department in making these tough calls by helping to understand what drives brand awareness, adoption, loyalty, and advocacy.