GrahamDBrown.com Paid vs Earned Media: Different Approaches to Creating Customer Experience

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Paid vs Earned Media: Different Approaches to Creating
Customer Experience
Paid vs Earned Media: Dif f erent Approaches to Creating Customer Experience
PAID vs EARNED MEDIA APPROACH TO CUSTOMER EXPERIENCE
Paid Media Earned Media
Model Top-Down Model, One-to-One or
One-to-Many
Bottom-Up Model, Many-to-Many
Strategy Above the line, Below the line, buy
media space, celebrity endorsement,
brand ambassadors, create ‘buzz’
Help Fans tell their story, word of mouth
Tactics Campaigns, Big Ideas Grass roots movements, Co-creation with Fans
Role of the
Brand
Hero/star of the brand narrative.
Brand uses resources to buy media
space, promote the narrative
Customer is hero/star of the narrative. Brand
uses resources to create tools and platf orms
f or the customer to share this narrative.
Measurement Awareness, brand equity, share of
mind, top of mind, ‘buzz’, recall,
impressions, eyeballs
Recommendation, Earned Media Indexes, NPS
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