Summary
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.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).