The traditional framework of ‘paid’, ‘owned’ and ‘earned’ media is outdated, according to a recent report by McKinsey & Company (requires registration).
Two new media types need to be added: ‘sold media’, where a company invites other marketers to place their content on its owned media, and ‘hijacked media’, where a company’s asset or campaign is taken hostage by those who oppose it.
The emergence of newer media means that consumers are engaging more often in real-time conversations, particularly on social networks and other digital platforms. Helping consumers to express themselves is a scary and significant reversal of the control marketers and PR professionals have traditionally tried to maintain over brands.
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