Let Internet marketing pioneer, Hillary Bressler, lead you in today's fast paced world, consumers are massively dependent on the information they gather from a brand's online presence. Cultivating the right balance of Paid, Owned, and Earned Media is critically important to develop your digital footprint, draw in eager consumers, and generate conversions. Your actual site and other controlled properties are your owned information in that they can be carefully crafted to send out your message. Paid media, while easily the most expensive is immensely valuable because of the immediate results it delivers and its value as a supplement to traditional ranking strategies. Finally, earned, the most difficult to acquire medium are those mentions where awards, newspapers, bloggers, and other sites recognize your excellence and provide mentions based solely on your merit.