Trends Report

How To Develop An Interactive Marketing Content Plan

Using Earned, Owned, And Paid Online Content To Become Responsive Marketers

August 17th, 2011
Sean Corcoran, Analyst
Sean Corcoran Analyst
With contributors:
Emily Riley , James McDavid

Summary

The rapid growth of social and mobile technologies has created a new media ecosystem that requires constant customer interaction. In this new landscape interactive marketers must act like interactive publishers, distributing content while managing always-on interactions with customers across earned, owned, and paid media. To do so they must create a centralized plan and a responsive process that encourages customer interactivity.

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