By Ari Lewine
In the marketing world, we often think about media in terms of the ‘owned, earned, paid’ framework. But to consumers, media is media. We are witnessing the blurring of the lines between owned, earned, and paid. As consumers increase the amount of brands’ media they consume but cease to differentiate the source of the media, it becomes increasingly important for brands to leverage the data and insights from one channel to the next.
For example, how does the earned media activity, such as the content that your audience is talking about, engaging with, and sharing on platforms like Facebook, Pinterest, and Instagram, influence what you include in your next display advertising campaign? What can you learn from engagement on your brand’s own site to help drive performance in social media?
TripleLift is focusing on leveraging the data and insights from each channel to empower the entire marketing mix for brands and agencies. With every interaction, consumers are telling brands what they find compelling. TripleLift is building the platform to synthesize what they are saying.