Earned Media: Organic Social & SEO

Scot R Wheeler

Chapter 5 in Architecting Experience:A Marketing Science and Digital Analytics Handbook, 2016, pp 115-150 from World Scientific Publishing Co. Pte. Ltd.

Abstract: We turn now to the ‘earned’ media channels in digital: organic social media and Search Engine Optimization (SEO). Earned media is exactly what it sounds like: the presentation of our brand in media through channels not owned by us, and without buying those exposures. Both social media and search engine exposures also have paid options in paid social media channel advertising and paid search engine marketing, so it is not correct to generally view the social media or search channels as specifically either organic or paid. This chapter looks at the organic, earned manifestations of marketing through social media and search engines, and the next chapter turns to the paid approach to both channels.

Keywords: Data; Analytics; Measurement; Marketing Analytics; Marketing Automation; Digital Analytics; Marketing Technology; Web Analytics; Mobile Analytics; Mobile measurement; Social Media Analytics; Media Measurement; Marketing Measurement; Marketing ROI; ROMI; Targeting; Personalization; Digital Marketing; Marketing; Experience Design; User Experience; UX (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.worldscientific.com/doi/pdf/10.1142/9789814678421_0005 (application/pdf)
https://www.worldscientific.com/doi/abs/10.1142/9789814678421_0005 (text/html)
Ebook Access is available upon purchase.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:wschap:9789814678421_0005

Ordering information: This item can be ordered from

Access Statistics for this chapter

More chapters in World Scientific Book Chapters from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().