Helps all marketing and advertising professionals to understand the new socially connected media landscape Enables them to select the right media marketing options for individual campaigns Explores the interconnected nature of websites, online ads, branded content, apps and brand-related consumer conversations and actions
Nick Burcher is Head of Social Media and Digital Innovation at ZenithOptimedia Worldwide, one of the world's largest global media services agencies and a part of the Publicis Groupe. With 15 years industry experience, he has worked across the whole spectrum of Paid, Owned, Earned (including social media for five years) and has built a reputation in this space through both speaking at industry events and maintaining his own social media presences.
"Paid, Owned, Earned is an indispensable source of knowledge for
anyone involved in the front line of marketing in the digital age.
It covers all aspects of consumer engagement in an accessible and
thought-provoking style."
*John Taylor, Chairman, ZenithOptimedia Worldwide*
"Paid, Owned, Earned should be required reading for anyone who
works in media and marketing. This isn't just the future but the
present. If you're not sure why your career hasn't taken off or why
your products aren't selling it may be because you don't understand
the concepts so thoughtfully articulated in this book."
*Shiv Singh, Global Head of Digital, PepsiCo Beverages and author
of Social Media Marketing for Dummies*
"Paid, Owned, Earned is essential to understanding the new
marketing landscape.In this book Nick Burcher not only explains how
everything from search to social to TV is inter-connected, but
tells you how to succeed. Ignore this book at your peril!"
*Mike Moran, Chief Strategist at Converseon and author of Do It
Wrong Quickly and co-author of Search Engine Marketing, Inc*
"Nick's book is easily the most complete and actionable
contribution to date to the 'Paid, Owned, Earned' conversation. And
it comes at a time when the power and potential of "earned media"
is driving really hard yet urgent questions across the enterprise:
how to fund community managers, how to 'socialize' offline assets
like TV and packaging, how to think about 'profit center' versus
'cost center' aspect of customer service. He's easily 'earned' this
testimonial"
*Pete Blackshaw, Nestlé Global Head of Digital Marketing and Social
Media and author of "Satisfied Customers Tell Three Friends, Angry
Customers Tell 3000"*
"In a fragmented media landscape that is in constant change it is
difficult for advertisers to get an understanding of the
underlining dynamic and constantly changing concepts. Nick clearly
understands both the theory and the practical implications and this
book will help advertisers to enter the stage better dressed and
more qualified."
*Rene Rechtman, Head of AOL EMEA / CEO goviral*
"Paid, owned, earned is the most misunderstood phenomenon of the
social media revolution. This book is the first grown-up work that
seeks to understand and explain the connection between the
different elements without a biased view from one side of the
triangle."
*Greg Grimmer, Founder, Hurrell Moseley Dawson & Grimmer*
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