For balanced marketing, get your 3 basic media groups

07/13/2011 | MarketingProfs

Different types of media demand a different marketing emphasis, Z Gillispie writes. For paid media, relevance is your top priority, while personalization and problem-solving are the key on media that you "own." As for earned media -- product reviews, social media chatter and the like -- "[i]t's about listening to the consumer and engaging with them."

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