Content Marketing: Paid, Owned and Earned Media

There are three kinds of content marketing -- paid, owned and earned media. Paid media is advertising inserted next to another publisher's content; owned media is brand-created content; and earned media is when an independent publisher provides content about a product or service.

"Each medium offers distinct advantages, and it is important that all work together," said David Hallerman, eMarketer senior analyst. "The best approach is holistic, where each channel supports the others, as when paid advertising produces earned word-of-mouth, which stimulates traffic to owned microsites."

While online marketing is primarily direct-response focused, the trend toward more brand-focused spending is clear. By 2014 nearly 42 percent of online advertising budgets in the U.S. will be spent on branding.

Within the display ad sector, the focus on branding also comes through. Spending on online video advertising will rise faster than display spending as a whole, while substantial budget will go to banner advertising.

Video and banners, along with search engine marketing, make up the major paid-media online formats. Company websites and blogs, along with in-house email lists, provide the owned component, where marketers have complete control over messages and can offer content that fulfills their overall goals.

And, while word-of-mouth has always been a key driver of purchase decisions, earned media also has new importance with the rise of social media applications.

"The mix of techniques required and the advantages marketers get from paid, owned and earned is far greater online than offline," said Hallerman.

"They must learn to construct campaigns that rely on all three types of media to engage with consumers and amplify brand messages. Paid, owned and earned media all contribute to the whole and to one another."

Mobility-as-a-Service Creates Disruptive Travel Options

Building on significant advances in big data, analytics, and the Internet of Things (IoT), more innovative transit service offerings aim to increase public transport ridership and reduce emissions or congestion within metropolitan areas. By providing these services through smartphone apps, the transit services also significantly increase user convenience, providing information on different human mobility offerings -- including public transport, ridesharing, and autonomous vehicles. Mobility-as-a-Service Market Development According to the latest market study by Juniper Research, Mobility-as-a-Service (MaaS) subscribers will generate $53 billion in revenue for MaaS platform providers by 2027 -- that's rising from $5.3 billion in 2021. Let's start with a basic definition. MaaS is the provision of multi-modal end-to-end travel services through single platforms, by which users can determine an optimal route and price. The study identified a monthly subscription model as key to incr

Robocall Mitigation Solutions to Halt Criminal Threats

If you answer the phone and hear a recorded message instead of a live person, it's likely a robocall. A robocall is a phone call that uses a computerized autodialer to deliver a pre-recorded message. In 2020, the U.S. Federal Trade Commission (FTC) received 2.8 million consumer complaints about robocalls. Offering solutions to robocalling and associated fraudulent business practices, computerized mitigation platforms are an integral part of the solution. Platforms that are focused on actionable systems to disrupt unsolicited and potentially criminal phone calls help telecom service providers and industry regulators. Issues of whether one-size-fits-all developments are sufficient to be effective across the spectrum need to be addressed, and whether a single telecom network operator working unilaterally with a third-party platform could compromise desired or mandatory industry-wide standards. Robocall Mitigation Market Development According to the latest worldwide market study by Jun

Secure Digital Workspace Apps Enable the Future Enterprise

In early 2020, as the world responded to the COVID-19 pandemic disruption, many organizations were forced to rapidly transform their communications networks and IT infrastructure to support an unprecedented shift to remote work. Before the pandemic, approximately 38 percent of employees were remote full-time or had a flexible work arrangement where they split time between home and office locations. During the pandemic, the percentage of remote workers that CIOs had to support reached almost 72 percent. Future Enterprise Technology Market Development Enterprise leaders have been forced to adapt to a new state, shifting from traditional office-based operations to distributed workforce environments that must still provide the same level of connectivity, security, and efficiency across the organization. According to the latest worldwide market study by International Data Corporation (IDC), addressing connectivity across geographies and transforming networks to become more virtual and agile

Digital Lifescapes

Search This Blog