{"id":3205,"date":"2011-07-20T12:59:31","date_gmt":"2011-07-20T11:59:31","guid":{"rendered":"http:\/\/blog.uk.cision.com\/?p=3205"},"modified":"2011-07-20T12:59:31","modified_gmt":"2011-07-20T12:59:31","slug":"paid-owned-earned-a-buzzword-too-far","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/paid-owned-earned-a-buzzword-too-far\/","title":{"rendered":"Paid, owned, earned: a buzzword too far?"},"content":{"rendered":"<p>Paid\/owned\/earned has become something of a marketing mantra over the last 12 months. Here&#8217;s a defintion from <a href=\"http:\/\/www.vivaki.com\/\" target=\"_self\">Vivaki<\/a>&#8216;s Nick Burcher, via <a href=\"http:\/\/wearesocial.net\/blog\/2011\/06\/paid-owned-earned-ecosystem\/\" target=\"_self\">the We Are Social blog<\/a>:<\/p>\n<ul>\n<li>Paid is the traditional method of paying to place an ad, a \u2018go here now\u2019 message.<\/li>\n<li>Owned was traditionally a store or product packaging, then encompassed websites and microsites, before more recently becoming social network pages and apps.<\/li>\n<li>Earned was traditionally conversation around a watercooler or journalists being persuaded to write nice things. Earned has grown in importance as it now covers a whole range of digital channels too, like blogs, forums, YouTube, social networks and so on \u2013 the idea that anyone can post, comment, link to or share.<\/li>\n<\/ul>\n<p>Pervasive it may be, but I&#8217;m not sure how accurate &#8211; or helpful &#8211; this trinity is. &#8220;Earned&#8221; and &#8220;owned&#8221;, yes, respectively defined as &#8220;others talking about me&#8221; and &#8220;me talking about me&#8221;. But the distinction between &#8220;paid&#8221; and &#8220;owned&#8221; is murky at best. At worst, it&#8217;s potentially damaging.<\/p>\n<p>If I have &#8220;paid&#8221; for an advertisement in a particular media space, then I &#8220;own&#8221; that media space for the duration of the agreement. I control the content no less than I do the content on my website, or on the bricks-and-mortar walls of my store.<\/p>\n<p>Of course there are constraints imposed by the &#8220;paid&#8221; media spaces: for example, the number of characters that will fit a Google AdWord or a page in a magazine. \u00a0But equally there is no shortage of constraints on webpages, or on in-store design. And I&#8217;m paying for these too, renting from my webhost or landlord.<\/p>\n<p>What&#8217;s more, in encouraging people to express what should be audience-specific variants of core messaging in different ways according to an arbitrary set of buckets (demarked, as far as I can tell, according to the length of time you own the media space), there is a heightened danger of confused communications. Without due care, looking at &#8220;paid&#8221; and &#8220;owned&#8221; through different lenses is a recipe for inconsistency.<\/p>\n<p>Different platforms bring different constraints &#8211; but once I&#8217;ve paid, I own.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Paid\/owned\/earned has become something of a marketing mantra over the last 12 months. Here&#8217;s a defintion from Vivaki&#8216;s Nick Burcher, via the We Are Social blog: Paid is the traditional method of paying to place &#8230;<\/p>\n","protected":false},"author":289,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[184],"tags":[99,104,129,409,3236],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/3205"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/289"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=3205"}],"version-history":[{"count":0,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/3205\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=3205"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=3205"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=3205"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}