Owned, Bought and Earned Media
Posted: March 5th, 2009 | Tags: digital, marketing, media | CommentsIf 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.
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