‘In defense of paid media: 5 reasons it still matters’ – ‘Mashable’
Valerie Fawzi says, “Earned, owned, and paid media are how we typically slice up our communications mix. Back in 2009, as social media started changing the way we approach our communications programs, Forrester defined those terms.
While the unbiased authority of influencers has always been coveted by marketing, social gave rise to a new holy grail: Authenticity.
In stark contrast, paid media can be seen as purely driven by economic motives — as well as an interloper in the social media landscape.
Does that mean paid media is out? I’ve heard people say so, but I disagree“.
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