The digital media landscape doesn’t fit nicely into the traditional paid-owned-earned (POE) media model. Email marketing, SMS marketing, and mobile apps have been awkwardly shoehorned into the owned media category.

We need new language and a new framework to accurately describe most digital media activities. It’s not just about who creates the content and who developed the audience that the content is distributed to. The type of platform through which that content is distributed is also important.

Here’s a breakdown of what this new paid-owned-granted-leased-earned (POGLE) media model looks like:

Paid Media: Content created by the brand that’s distributed to an audience developed by a third party via a closed platform controlled by the third party.

Owned Media: Content created by the brand that’s distributed to an audience developed by the brand via a closed platform controlled by the brand.

Granted Media: Content created by the brand that’s distributed to an audience developed by the brand via an open platform controlled by multiple third parties.

Leased Media: Content created by the brand that’s distributed to an audience developed by the brand via a closed platform controlled by a single third party.

Earned Media: Content created by others that’s distributed to an audience developed by anyone via any platform.

For a full discussion of these media types, the kinds of media activities that fall into each category, and how this affects your media mix and customer journeys, read the full post on the Convince & Convert blog.

Are you ready for the new sharing economy? Download our free e-book, below.