There are some terminology that are "good to know" and some that "must know" when it comes to comprehending marketing lingo. The second group includes the concepts of paid, owned, and earned media. They are essential elements of marketing plans. They aid in defining your options.
In this post, we'll clarify the terms paid, owned, and earned media as well as their distinctions and interrelationships.
In this manner, you'll be able to evaluate your current marketing resources and assets as well as identify future marketing chances for your company. Make sure to track the results of all your marketing initiatives so you can readily identify the media types that are working best for you and those that could use some improvement.
Unpaid Media
Any form of marketing that you cannot carry out for free is included in paid media. This can include conventional advertising, such as billboards, newspaper, radio, and TV commercials. Online, this includes display ads on websites, adverts on search engine results pages, and ads on social media.
Paid media: Paid marketing material is a terrific technique to reach your intended target audience in digital marketing because of its sophisticated targeting choices. There are many benefits to using paid media in your marketing approach, but it is entirely up to you whether to utilize paid search or paid social (or both).
Media You Own
Owned media is marketing content that you own and may share for free. It consists of the material you upload on your website, blogs, and social media accounts (not including your social ads). Email marketing is likewise a part of it.
Owned marketing content is typically free, and you have complete control over who sees it. As a result, it might be an effective element in your content strategy. You must allocate funds for paid advertising, and you have no influence over earned media, but you can always provide content in the hopes of connecting with your audience naturally. That is the essence of content marketing.
Earned Media
Earned media refers to any content where other people are talking about you. It's not a term you hear very often, but it's significant. This includes advocates who distribute your content independently or via social sharing platforms, influencers, PR, reviews of your goods or services, and plain old fans and supporters.
It is also known as free media or word-of-mouth advertising. The nicest thing about an earned media plan is that it promotes trust in your company, its offerings, and its brand. It aids potential clients in realizing your legitimacy and the appeal of your offerings.
When compared to other forms of media marketing or promotion, 92% of individuals say they trust recommendations from friends and family. By word of mouth!
What distinguishes owned, paid, and earned media?
Owned and earned media are free, whereas paid media is content you pay to promote in front of an audience as an advertisement or sponsorship. Owned media is the kind of content you produce and manage, such as on your website or Facebook page, whereas earned media is the kind of content that other people produce about you, such as reviews or Instagram posts.
It makes sense that people frequently wonder what kind of media a specific marketing component is. Because marketers have a variety of alternatives with certain things, like social media, it's not always evident. Let's clear a few typical misunderstandings:
Is PR earned, owned, or paid for?
Earned media is what PR (public relations) is. You have the option of paying for PR services or handling your own public relations; owned media includes things like your press releases. However, earned media occurs when people talk about your press releases, goods and services, quotes, name, company, or brand.
Influencers can be owned, paid, or earned.
Influencers can be any or all of these. An "owned media" influencer is a business thought leader who promotes the company through their content. The term "earned media" influencer refers to a fan who is extremely devoted to your brand. A conventional "paid media" influencer is one who is supported by a company to work with it or to promote it.
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