Topic Category: Digital marketing

Converged media

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 …

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Brand advocacy

You will read the text below on brand advocacy and how it is important for a brand. Before you read it, think if you love any food, clothes, shoe brand. Why do you like this brand? Now read the text. You will find the words that we think are important for your English highlighted in …

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Participation branding and engagement

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 …

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