Tag Archives: Dove

The Media Prism: Earned, Paid and Owned

In a recent post by Brian Solis, “Why Brands are Becoming Media“, there was reference to a grid developed by Forrester that attempts to define a new way to segment media channels or ‘customer touchpoints’:

The above is a fine represention as it brings a high level order to this complex new media mix. As a CRM and Marketing Technology professional I believe in being focused on business process with a  view to implementation. Here is my ‘managerial’ grid:

Clearly the media landscape is changing continuously and many more iterations will develop as we move along the maturity curve. At this point, it’s not so much a matter of what is right or wrong, rather, what works best for each of us as we look through the multi-faceted media prism.

– Ted Morris, 4ScreensCRM

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