A New Look at the Marketing Mix: Paid, Owned, Granted, Leased, Earned

It starts with figuring out the price value for every of your audiences, as a result of an email subscriber, a Facebook fan, and catalog subscriber, for instance, all have various costs associated with acquiring and reaching them and generate alternative amounts of value for brands. This will give you better visibility into where to focus your efforts and the way best to create purchaser journeys that build high value audiences. In standard, that will likely lead to campaigns that use paid media to drive engagement extra down the funnel in leased, granted, and owned media—and that use leased media to drive engagement in granted and owned media.

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