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传播领域的一个主要趋势,是广告投资逐渐从付费媒体(Paid Media)向品牌自有媒体(Owned Media)和盈利媒体(Earned Media)转移。市场营销者需要深入理解数字媒体的重要性,以及如何在品牌整体传播计划中最大化地发挥其效果。
A major trend in the area of communications is the gradual shift of advertising investment from Paid Media to the brands owned Owned Media and Earned Media. Marketers need to gain a deeper understanding of the importance of digital media and how to maximize their effectiveness in the overall brand communication program.