shared media

Integrated Marketing: If You Want Your Digital Media To Be Great, You Must Integrate

integrated marketing mediaThe role of media in helping brands become more relevant online has entered a time where words like “convergence” and “integration” best describe the multiple channels, approach, and skill sets necessary to succeed.

The days of single device access to the Internet have given way to a range of connected devices including tablets, smartphones, and even cars and kitchen appliances. Ubiquitous connectivity plus the ease of publishing and interaction by both organizations and individuals can mean huge opportunity.  Companies that optimize their integrated media strategies and tactics to develop and scale digital media content wherever customers are looking and interacting can achieve a substantial competitive advantage.

Paid, Earned, Owned & Shared Media – What’s Your Online Marketing Media Mix?

media mixIn the Content Marketing Trilogy of Discovery, Consumption and Sharing, there are a mix of media types online marketers employ to facilitate the connection between brand information and consumers / buyers across the customer lifecycle relationship. Those media types are often characterized as Paid, Earned, Owned and Shared media.  What do those media types mean and where do they fit within an online marketing mix?  Here’s a 30,000 foot view of each media type and what they might contribute to a content marketing strategy: