Understanding the differences between Earned, Owned, and Paid media can help in making more informed digital marketing decisions. Digital marketing is spread across various platforms and channels, making it complex for strategy and planning.
Here are some initial tips on the differences between the three mentioned media and some of their possible challenges.
Some examples of owned media are websites, mobile sites, blogs or Twitter accounts. Owned media aims to build long term relationships with potential customers. Through owned media, brands have complete control over the content. However, it takes time to drive interest in the sites, and it takes time to scale.
Paid media is a method used by brands to leverage another channel through paid advertising, paid searches and sponsorships. In our current digital-centric times, paid media is highly popular. On the other hand, paid media is losing credibility, and users are beginning to find ads to be a nuisance.
Earned media requires a higher amount of human interaction as it can come in the form of a press release or speaking to another person about your brand via social media. The large benefit of earned media is that it does not require any cost. However, brands have no control over what is being shared or said by others.
There are possibilities for all three media parts to create more drive, more attraction and later to more conversions. The first step is to understand the different parts of media, your product or service and your target audiences.
For more information, don’t forget to speak to our team about digital marketing possibilities!!