Explain the key guidelines that marketers must follow to leverage owned media, earned media, and paid media?

Question

What will be an ideal response?

Answer 1

ANSWER: To leverage all three types of media, marketers must follow a few key guidelines. First, marketers must maximize owned media by reaching out beyond their existing Web sites to create portfolios of digital touch points. This is especially true for brands with tight budgets, as the organization may not be able to afford much paid media.Second, marketers must recognize that public and media relations no longer translates into earned media. Instead, marketers must learn how to listen and respond to stakeholders. This will stimulate word of mouth. Finally, marketers must understand that paid media must serve as a catalyst to drive customer engagement and expand into emerging trends.