Paid, Earned, & Owned Media – Where Does Mobile Fit In?

First appeared June 23, 2016 on Waterfall blog.

Marketers use media channels to deliver their message and guide people along the customer journey. Media channels are the collection of various mediums, including print, out-of-home, retail, newspaper, radio, television, websites, email, text messaging, and apps, to name a few. These channels are used to reach and engage an intended audience with a brand’s message and content.

Marketing practices fall into one of three media channel categories; paid, owned, and earned media. Each form of media is useful at different stages of the customer journey. Figure 1 below illustrates how the different forms of media may impact the various stages of the customer journey.

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