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18THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014 18THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014
06
PLANNING EARNED MEDIA
Successful brands will shift from investing in “rented”
inventory spaces (paid media) to investments in brand
Zealots, Entrepreneurialism, (customer) Retention, and
Owned assets. Paid media investments will be replaced by
efforts focusing on owned, earned and shared, and brands
are seeking organizations that can help them orchestrate
the entirety of their communications ecosystem, not just
plan for paid initiatives.
18THE COLLECTIVE / HAVAS MEDIA + CAKE GROUP / TEN TRENDS / SXSW 2014

Publié dans : Technologie
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