Paid, Owned, Earned
Maximizing Marketing Returns in a Socially Connected World
By: Nick Burcher
Published: March 3, 2012
Format: Paperback, 296 pages
ISBN-10: 074946562X
ISBN-13: 978-0749465629
Publisher: Kogan Page
"The socially connected marketing landscape is based around behaviours and people. Marketers need to understand the new ways in which the public are communicating, connecting, consuming and sharing", writes Head of Social Media and Digital Innovation at ZenithOptimedia Worldwide, Nick Burcher, in his insightful and hands on book Paid, Owned, Earned: Maximizing Marketing Returns in a Socially Connected World. The author describes how new media and old media exist together as an integrated whole, and provides the strategies for achieving marketing success through an understanding of the channel components.
Nick Burcher recognizes that old media and new media exist within the same overall media universe. Instead of taking that the position that one form of media is superior to the other, or that new media has made old media superfluous, the author provides compelling case for overall media integration by marketers. Nick Burcher points out that there are three distinct media channels that not only co-exist, but reinforce and strengthen one another. These three channels are described by the author as being paid, owned, and earned. For Nick Burcher, these three channels create a synthesis that makes them more powerful for sharing a marketing message than than is possible from utilizing each one independently. In effect, the three overall media channels are greater than the sum of their respective parts.
Nick Burcher (photo left) presents his paid, owned, and earned triple channel model as being neither old or new media. The author offers an alternative viewpoint that the triple media model is a blend of all media channels that have an impact on one another. That impact is often felt in highly unexpected ways, as a result of the linkage between the channels. As more and more media channels are created, and accepted and utilized by customers, the challenge is for brands to discover the right combination of paid, owned, and owned platforms.
Nick Burcher offers a guide to the three basic categories of media channels. The three foundational channels are described as follows:
* Paid: In the form of a paid advertisement on any media
* Owned: From a store and brands to websites, blogs, apps, and other social media
* Earned: Wide range of platforms, blogs, forums, YouTube, Facebook, Twitter, etc
For me, the power of the book is how Nick Burcher challenges the paradigm of old media being at odds with new media. Indeed, the author provides a holistic approach to media where the various channels form an integrated overall system. Nick Burcher delves into the fundamental forms that govern the reason for appearance of the media message. That message can be driven by a paid advertisement and placement model. The message can be presented on a platform owned by the marketer. The message can also arrive from being earned through providing real value to customers.
Nick Burcher demonstrates how the three channels are interconnected into one media system. He offers a framework for optimizing and maximizing exposure of the message across all channels, platforms, and types of media. The author further illustrates his triple integrated model with case studies of linked media presentation in action.
I highly recommend the compelling and refreshing book Paid, Owned, Earned: Maximizing Marketing Returns in a Socially Connected World by Nick Burcher, to anyone seeking a fundamental approach to examining the overall media landscape as an integrated whole. Despite its seeming fragmentation, the author provides evidence that at the core, the system is linked through the basic paid, owned, and earned model.
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