From the course: Marketing Foundations: Integrated Marketing Strategies
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Paid, owned, and earned media
From the course: Marketing Foundations: Integrated Marketing Strategies
Paid, owned, and earned media
- In football, the best quarterbacks are always ready to pivot to a new strategy to keep their opponents guessing. Even at the line of scrimmage, they can call out on the spot changes to improve their team's chances of winning. The best marketers take a similar approach with their paid, owned, and earned media strategy. Today, flexibility is key and knowing your audience is more important than ever, running against so many new and emerging cost effective options. Traditional approaches simply aren't bringing the same returns. Especially, if you're not tied to a broader branding effort. So if this is the case, what strategies do work in today's marketing climate? First, we'll look at General Electric's Unimpossible Missions campaign. In 2016, GE released a series of videos that challenged the wisdom of common sayings. In one video, GE engineers proved that a snowball does really have a chance in hell. In another, they showed audiences how to capture lightning in a bottle. A third…
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