Advanced Search

Save Or Share This Report

For B2C Marketing Professionals

Evaluating Owned Media

Introducing Forrester's Digital Content Review

March 4, 2010

Authors

Why Read This Report

The media meltdown has fundamentally changed the way consumers access content. As traditional media companies struggle with their business models, their content is now just a component of a more fragmented and interactive landscape — one in which social media and content are, for many users, increasingly intertwined. For non-media companies using content directly to engage consumers, the barriers to entry have never been lower, but with so many Web sites competing for eyeballs, the competition has never been fiercer. While "paid" media remains vital to marketers and strategists, "owned" media — content created to engage directly with their consumers — is an increasingly important tool and part of a wider content strategy. For many marketers and product strategists, this is pioneer territory. But how can those tasked with creating, packaging, and distributing such owned content ensure it will be successful? By measuring and evaluating their offerings using Forrester's Digital Content Review. Those without a content strategy heritage must quickly learn and adopt media product strategy expertise.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Timely and relevant, Forrester's RoleView research aligns to 13 leadership roles across business and technology management. Our expertise in customer experience, mobile, digital business, and big data will help your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Table of Contents

  • The Media Meltdown Creates Opportunity For New Entrants
  • RECOMMENDATIONS

  • Use Forrester's Digital Content Review To Evaluate Your Content Strategy
  • Supplemental Material
  • Related Research Documents

Recommended Research