The paid-owned-earned (POE) media model hasn’t kept up with the times. While it did a good job of describing traditional media, it has done a poor job of accommodating most digital channels, which have generally been stuffed awkwardly into the owned media bucket.
We need new language and a new framework to describe marketers’ various channel activities to bring greater clarity to the marketing mix.
Three characteristics describe the channel activities available to us today:
A New Look at the Marketing Mix: Paid, Owned, Granted, Leased, Earned
