Regarding Digital Content, we can consider the customer journey in 3 steps: Communication, Distribution and Consumption (that includes loyalty/post-purchase activities). DICoDE currently tackled both Distribution and Consumption. In this blog post, I considered the logic of Paid, Earned and Owned Media mostly in a Communication perspective. Thanks to a very interesting discussion with Tim yesterday (and with Clo a few weeks ago), I realize we can also consider POE in both Distribution and Consumption of Digital Content. Here’s how:
In DICoDE Strategies, Media is often considered at aggregation level, mostly for Consumption. It includes traditional media, search engines, social networks, portals… and POE can be seen like this, in parallel to the Advertising, Content Production and Social Media adjacent ecosystems:
- Paid Media is (contextual) advertising displayed beside the content on these Media: AdWords in Google search engine, Banners on portals and media websites, Facebook Ads, Twitter Promoted Tweets, Trends and Accounts…
- Owned Media is all websites and presence managed by the brand. Thus Media sites in this perspective. That’s where, if brands want to remain relevant, they need to become Media
- Earned Media is the User-Generated Content related to brands. In this perspective, it means that Media need to become Brands to remain relevant
Taking these definitions into account, we can plug POE inside DICoDE Strategies for Distribution and Consumption of Digital Content.
Now let’s look at Brand Touchpoints.
In fact, DICoDE Strategies defines chains where a user interacts with Digital Content. But, being simplified, each chain can represent a touch point. Being online or offline, being connecting to a brand representative (Customer Service Agent, Salesman…) or to another customer, user, influencer… Here, I join Erik Roscam Abbing (in his book Brand Driven Innovation) and many other people who claim that a brand no longer belongs to a corporation. Partners, Providers, Customers… also have an impact on a brand. It could then look like this (left).