The promise of Paid, Owned & Earned is that we reduce the paid media budget through the earned reach generated by programming owned. Not only do we deliver the same reach if we had used 100% paid, the earned reach is arguably more valuable. The result is being able to do more with the same overall marketing budget. More mobile, more retention-based marketing, more promotion, more social good, etc.
To live up to the promise, we need to cut through the “hot air” as I declared when I started this series and remake our media planning profession.
We’ve talked about planning and the importance of interest-based insights and how they lead to creative ideas with engagement at the core. The Real Women of Philadelphia is a great case study.
We looked at the science of content influence and sharability in order to assign a value and project earned reach. This drives the content strategy.
And most recently I showed the importance of thinking like a network executive when programming owned.
To complete the Four Part series, I end on how to organize talent based on the principles of insights, content strategy, programming, and distribution (includes paid media).
Organizing for Paid, Owned & Earned
The real-time nature... Read more