Integrated Marketing Campaigns Make Use of POEMs

Andy Beal’s Marketing Pilgrim covered an ongoing change in advertising that may be prominent on the biggest mass advertising platform in the United States next January. To be fair, they were reacting to an Advertising Age (hat tip to author Pete Blackshaw) article on the growing cross-fertilization of advertising messages and message cultivation through social media.

Blackshaw has been watching and analyzing Super Bowl ads for a decade and his observations are bracing. But what struck Marketing Pilgrim and resonates with me, as well, is the idea of combining the effects of a triangle of media, called “Paid, Owned and Earned Media.” Blackshaw does a good job of illuminating the concept, as well as citing the necessary brand preparations to make the most of it.

Cynthia Boris‘s article brings the concept to a mid-market level by outlining some of the tactical advantages outside of the Super Bowl, as most of us do not work for companies that will be advertising on this sports behemoth. Here’s the way I have been applying the principles:

Every ad (print, broadcast and online) points to our social media, which in turn point to our website. That’s Paid, Owned and Earned, if you’re keeping track. Each conversation is monitored right on my desktop. Here’s the system:

What are you doing to strengthen your integrated marketing campaign along the POEM model?