To quote Tim Williams, president of Ignition Consulting Group, who we have used to guide my firm on a brand positioning program, “It’s all media.” Tim explains that there are “bought media,” such as mass media advertising or online advertising; even the display of products in stores can be bought media. There are “earned media,” such as the article about you in a newspaper or on a blog, or your viral video on YouTube. Finally, there are “owned media,” such as your brand’s website and other online properties, your employees, especially salespeople, and your product itself. These are all customer touch points you have at your disposal.
Therefore, when you put together a marketing campaign, you must coordinate “all media,” paid, earned, and owned.