Treating paid marketing and owned marketing separately costs marketers conversions, ranking and revenue. Most marketers evaluate channels separately, or, split out paid, earned, and owned marketing.
You leave 50-100% of your potential results on the table.
I recently asked almost a hundred CMOs and marketing executives: How do organic and paid marketing influence and amplify each other? Their answerswere astonishingly insightful, and provide powerful evidence that marketers should seek and exploit synergies not just within but all between all their marketing channels.