Nick’s latest views are about the integration of advertising, marketing and social media in the context of the internet being the central plank of a brand’s marketing, recommendations and opinion-formation with audiences.
This is a really important part of comprehending how the “Old” marketing techniques are migrating to the “New”. For example, do you know how to change your communication methods so that your “old” customers are not alienated by the “New” tools and so that the “New” tools can sit comfortably alongside “Old” styles?
Take a look at the image here. This is Nick’s thesis.
There are websites whose purpose is based on payment (brands pay to advertise on them); there are others where brands own the information up there (mainly content-led) and lastly there are others where brands have earned the right to be listed.
Note that some sites (Facebook, Twitter) are listed in all three categories…. this is a really important part of the paradigm.
Your Brand needs to have communication strategies that work in all three contexts, and uses the feedback arrows at the top and bottom as well as in the ones middle of the diagram.
Here is the strategy we use for a client, Rowperfect. They sell rowing sports equipment.
Paid: Google adwords and other sports sites who carry banner adverts.
Owned: Blog content, You Tube videos, forum discussions, Twitter feed, Facebook page.
Earned: followers on FB, Twitter, YouTube and others linking back to the Owned
I was delighted to watch this video where Nick sets out the lessons behind the simple headline “Paid-Owned-Earned”.
Does this have resonance for your brand strategy? Where do you think there may be issues or conflicts with traditional brand-led marketing?
- Paid Owned Earned – how it works [image and video] (nickburcher.com)
- Paid Owned Earned: Paid Owned Earned on Star Wars Day – VW The Force and Blackberry (huguesrey.wordpress.com)
- Advertising’s Future Is 3 Simple Words: Paid. Owned. Earned. | Story Worldwide (huguesrey.wordpress.com)
- Separate content from platforms (beingpeterkim.com)