Earned media

We’re seeing more and more traction from the term “earned media,” referring to fan-generated publicity at no cost to the advertiser. Sean Corcoran of Forrester developed this chart to elucidate the different types of advertising:

The role of paid advertising is rapidly changing from the forefront of company marketing strategies to the last addition, and often used to contribute to successful earned media and owned media. As the way people perceive information and make decisions changes, so must the way we reach them – true both for advertising agencies and the companies that employ them.

According to the CMO of Ford, James Farley, “You can’t just say it. You have to get the people to say it to each other.” That is the heart of earned media, of social media, and it should be at the heart of our company’s strategies for growth.

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