In the previous interview, Adam touched briefly on the interrelationships between paid, owned and earned media, and blurring lines between these different media types. Let’s explore that in a bit more detail here. The interrelationships of different media within the POEM framework has been influenced by the ongoing changes to the media landscape. Media convergence has changed …
What is evident from the previous pages is that today, individuals have considerable power over brands. Content that attracts audiences, provides opportunities for interaction and garners user-generated content is increasingly important. Participation brands are those brands that are creating content, and interactions or conversations with people that people want to have an active involvement in (IRIS-Worldwide, 2017). The Iris Participation …