Paid, Earned & Owned Medias


Small businesses use advertising to build awareness, while established businesses use it to maintain a brand presence and increase market share. Advertisers use different media channels to encourage consumers to change or maintain their buying patterns. Earned advertisements complement paid advertisements on these channels by communicating the core message to more consumers, thus extending the reach and impact of advertising budgets.

We need to think of earned, owned and paid media like a tripod. Each element is an important part of the whole and all contribute to a complete digital marketing strategy. It is useful to understand the difference and come to understand how they affect each other.


Paid Media

 Pay Per Click (PPC) adverts are a popular form of paid media. Search engine advertising is one of the most common forms of PPC. As the name suggests, we pay every time someone clicks on the advert to be directed to the website.
Social Media sites like Facebook, Twitter and LinkedIn offer advertising that could potentially help boost the content as well as the website. Another way to gain more exposure for the content is to pay influencers to rep your products or services, impacting the reach and recognition the pieces receive.


Earned Media

 Earned media consists of all the content and conversation around a brand or product that has been created by somebody else and published somewhere other than the owned channels.
It can include press coverage, social media mentions, shares and retweets, product or company reviews, and blog posts authored outside your company. Increasing the visibility and reach of the content through social media engagement will increase the earned media.

Owned Media

Owned media is primarily driven by the content marketing strategy. Providing valuable, educational content that is not overly self-promotional is the mainstay of owned media for many organizations. Promoting this content on social media is key to distributing it widely.
Owned media channels are extensions of the brand as a whole. The more owned media a company has, the better chances it has to extend the brand presence in the digital space. So if the company is looking to warm up leads that they generated with earned media and win over some more, it should focus on producing educational and valuable resources via owned media.


References:

Kit Smith (2016) How to Measure Paid, Owned, and Earned Media, Available at: https://www.brandwatch.com/blog/define-measure-paid-owned-earned-media/ (Accessed: 03rd June 2020).

Titan Growth (2020) What Is Earned, Owned & Paid Media? The Difference Explained., Available at: https://www.titangrowth.com/what-is-earned-owned-paid-media-the-difference-explained/ (Accessed: 3rd June 2020).

Chirantan Basu (2020) Paid Advertisement vs. Earned Advertisement, Available at: https://smallbusiness.chron.com/paid-advertisement-vs-earned-advertisement-35340.html#:~:text=Earned%20advertisements%20are%20effective%20when,newspapers%20and%20on%20television%20channels. (Accessed: 3rd June 2020).

Comentários

  1. Anônimo21 de junho de 2020 às 12:40

    I like the tripod comparison Lucas and great breakdown otherwise!

    ResponderExcluir

Postar um comentário

Postagens mais visitadas deste blog

5Ss of Digital Marketing - Sell | Serve | Speak | Save | Sizzle.

Imagem
The 5S of Digital Marketing is a simple framework developed by Chaffey and Smith (2000) to review and define the top-level goals of a digital marketing organisation. Below are the 5s of the digital marketing strategy to help the business to develop a good digital strategy. Sell The ultimate goal of any organisation is to gain profit, and the source of advantage is from sales of the product/service. We are going to digital means taking the products and services online as well. We need to build a strategy with detailed plans on how we are going to sell the product online. A digital marketing strategy to support online sales can increase the total volume of sales, as the leads generated from online presence will turn into potential customers, who will turn into actual customers, whom you will be serving and retaining. Serve The website and social channels are the places that people gravitate towards to connect with companies and seek help, so they exist to serve and add va...
Leia mais

Important Metrics to Track Website Success

Imagem
How do we know if our website is performing? There are very real, specific metrics that show us how well our content is performing. In this post, I'm going to describe the most valuable metrics for evaluating the performance of a website. Traffic Traffic is the most important metric because it enables everything that comes after it: engagement and conversion. The real metric that we should be paying attention to is the increase in traffic over time. There is no definite amount of traffic that we should have. Each blog and website will have different objectives, and a different threshold of traffic before people start to convert. Still, if we are correctly executing a content strategy, we should see an increase over time. We can learn the best practices and start to adopt them as we progress while at the same time cutting out things that we did that didn't make the traffic increase. Time Spent on the Website The real measure of the quality of the content i...
Leia mais