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 …
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 …
There are few areas of our lives that the pandemic has not impacted. As consumers, COVID-19 has changed our digital behaviour and it is essential that marketers are aware of, and can adapt to, some of the key trends that have emerged. There has been a rapid increase in the adoption of digital. The 2020 McKinsey report …
