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1、1NOVEMBER2010marketing&salespracticeBeyondpaidmedia:Marketing’snewvocabularyChangestothewayconsumersperceiveandabsorbmarketingmessageswillforcemarketerstochangenotonlytheirthinkingbutalsothewaytheyallocatespendingandorganizeoperations.DavidEdelmanandBrianSalsberg2Theroughguide
2、tomarketingsuccessusedtobethatyougotwhatyoupaidfor.Nolonger.Whiletraditional“paid”media—suchastelevisionandradiocommercials,printadvertisements,androadsidebillboards—stillplayamajorrole,companiestodaycanexploitmanyalternativeformsofmedia.Consumersenamoredofaproductmay,forexamp
3、le,create“earned”mediabywillinglypromotingittofriends,andacompanymayleverage“owned”mediabysendinge-mailalertsaboutproductsandsalestocustomersregisteredwithitsWebsite.Infact,thewayconsumersnowapproachtheprocessofmakingpurchasedecisionsmeansthatmarketing’simpactstemsfromabroadra
4、ngeoffactorsbeyondconventionalpaidmedia.Theseexpandingmediaformsreflectdramaticchangesinthewayconsumersperceiveandabsorbmarketingmessages.1Asaresult,somestrategic-marketingframeworks—suchasthepopular“paid,owned,earned”one—areinseriousneedofupdating.Manymarketersusethisframewor
5、ktodistinguishdifferentwaysofinteractingwithconsumers,formsoffinancing,andmeasuresofperformanceforeachcontact.Yetthepaid,owned,earnedframeworkincreasinglylookstoolimited.How,forexample,shouldamarketingstrategistforacompanyreacttorequestsfromothercompaniestopurchaseadvertisings
6、paceonitsproductsites?Howshouldacompanydealwithonlineactivistswhentheytakeholdofaproductorcampaigntopushanegativeemotionalresponseagainstit?Twomediatypesmustthereforebeaddedtotheframework:“sold”and“hijacked.”Thesenewformsofmedia,whichdemandsustainedinvestmentandattention,chall
7、engethetraditionalstrategies,structure,andoperationsofmostmarketingorganizations.Yetmarketersshouldviewtheirexpandingrangeofmediaoptionsnotonlyasachallengebutalsoasanopportunityworthgrasping,toencouragereaderstosharecontentorevencreatetheirown.FiveformsofmediaToomanycompaniesv
8、iewmarketingplansaslittlemorethananexerciseinwhereandwhentobu
