Owned, Bought and Earned Media

Posted: March 5th, 2009 | Tags: , , | Comments

If you are interested how we are planning our digital media activities at Nokia, I recommend you to read Dan’s post about owned, bought and earned media.

At Nokia we are splitting our activities in internet into three different chunks. With owned media we mean our own domains (e.g. www.nokia.com) and other venues where we have official presence (e.g. www.facebook.com/nokia). Bought media is the more traditional display advertisement, like banners and sponsored links in search engines. Earned media is definitely the most interesting part of the pie. If you want to get people to discuss about your products or spread the word, you need to add value to different communities. No value, no discussion, no earned media.

owned, bought and earned media

  • i hope that picture is not drawn to scale :-)
  • Don't worry, it is not. Just a visualization ;)
  • Thanks for the hint! ;)
  • I was wondering - how do you categorise media such as comparison sites? Do those go under earned media as well?
  • We think that some of them should be categorized under bought media and some of them under earned media. It depends how does the specific site work.
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