Topic Category: Marketing


Congratulations on reaching the end of the learning materials for this unit.   The key ideas we have looked at in this unit are that: The P.O.E.M framework is a useful tool in understanding media types and their interrelationships  Technological change continues to drive media convergence and enable consumer change Consumers are empowered and extend influence …

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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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Paid Owned Earned Media (P.O.E.M.)

The media landscape is very dynamic, underpinned by technological changes and behavioural changes in consumers’ media consumption.  As a result, marketers today are faced with many media opportunities and challenges.  A media structure or framework can be a useful tool for marketers in planning integrated digital communications.   There are different media frameworks within the industry, and within these …

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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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Consumer empowerment

A report by Deloitte: Consumer Review – Digital Predictions 2018, discusses consumer empowerment, highlighting some important observations: Consumer empowerment will continue to grow through not only the improvement in smartphone technology, but also new technologies including IoT, and wearable technologies. Consumer demand will increasingly be met through a mobile or home hub experience, such as Amazon Echo …

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