Paid, Owned, Earned – a new book by Nick Burcher
I was looking for a new book to read when Nick Burcher contacted me the other day about his recently published booked Paid, Owned, Earned.
Paid, Owned, Earned is about the complexity of media channels confronting brands, agencies and advertisers. With a multitude of case studies and original thinking it provides a clear framework on how best to approach the fragmented media landscape.
“The complexity of media that now sees multiple channels accessed through multiple devices has created major challenges for today’s marketing and advertising professionals. Consumer time is split between TVs, laptops, iPads, X-Boxes and smartphones, with traditional media, websites, videos, social networks and apps all competing for attention, meaning it’s difficult for brands to decide how best to reach and engage their audiences. Paid, Owned, Earned defines the constituents of each area of ‘paid’, ‘owned’ and ‘earned’ media and shows how they are linked together. It proposes a blueprint for how to think and navigate across this space using a framework made up of key elements such as communities and content, social media optimisation, seeding and viral distribution, broadcast mass media, social performance media and measurement.”
Here’s a sample of the book below, or buy it on Amazon! I’ve bought the book and will review in another blog post at some point!