Marketers face three types of media as channels of interaction with their audiences: paid media, earned media, and owned media. We know that in today's hyper-relational, atomized micromarkets, paid media's effect is somewhat limited. The days of broadcasting one-way messages via mass media are gone. Traditional advertising is struggling to cut through the clutter in an economy in which attention is the scarcest resource. Most ads are ignored or perceived as spam.
Earned media, on the other hand, has the merit of third-party credibility, and it reaches people when they are opted in and value the information. Media … Read more