Paid, Owned, Earned: Maximizing Marketing Returns in a Socially Connected World - Couverture souple

Burcher, Nick

Couverture souple

ISBN 10 : 074946562X ISBN 13 : 9780749465629

Editeur : Kogan Page Ltd, 2012

Synopsis

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.

A propos du livre

À propos de l'auteur

Nick Burcher is Head of Social Media EMEA at MediaCom, a division of Group M and WPP, the world's largest advertising and media group. He has worked across the whole spectrum of paid, owned and earned for over 20 years, leading marketing innovation and media initiatives for clients such as Sony, Coca-Cola, IKEA, Nestle, Toyota, P&G and BBC Worldwide. He is a regular conference speaker and former Head of Social Media and Digital Innovation at ZenithOptimedia Worldwide.

Détails de l'édition

• Éditeur: Kogan Page Ltd
• Date d'édition: 2012
• Langue: anglais
• ISBN 10: 074946562X
• ISBN 13: 9780749465629
• Reliure: Broché
• Nombre de pages: 296
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible