From Sean Corcoran at Forrester: The terms “earned, owned and paid (aka bought) media” have become very popular in the interactive marketing space today. In fact, taken together they can be applied as a simple way for interactive marketers to categorize and ultimately prioritize all of the media options they have today.
Yet as popular as these themes have become, they’re often loosely applied across the industry and essentially no one is speaking the same language. Therefore we just published research defining each type of media and providing interactive marketers with prescriptive advice on how to best apply them. Here’s a summary of how we defined each type of online media and their roles.