Driving ROI for Digital in Travel

What is paid, earned and owned media?   A simple definition is ‘Paid’ is stuff you pay for like print Adwords, TV advertising. ‘Owned’ is stuff you create and own. ‘Earned’ is nice stuff people say you about on Twitter–and anywhere else.  ‘Paid’ jumpstarts ‘Owned’. ‘Owned’ sustains ‘Earned’.   ‘Earned’ drives cost down and effectiveness up.   There is still no generally accepted standard for measuring cost-effectiveness or ROI across media channels.   To have a great ‘Earned Media’ Strategy, you have only one choice: a really well executed ‘Owned Media’ strategy.  Read on to find out more about this strategy.


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