Skip to main content

Paid and Earned Channels









In this blog post we are going to speak about the different types of media - Earned, Owned & Paid. If you have been privy to the digital world then these are probably buzzwords you've heard thrown around, if not, don't worry! We will have a brief introduction to each one here!

First of all lets do a simple break down;

Earned Media - Sharing, Mentions, Reposts, Reviews
Paid Media - PPC, Display Ads, Retargeting, Paid Influencers, Paid Content Promotion, Social Media
Owned Media - Website, Mobile site, Blog site, Social Media Channels


Each one will prove to be an important part of your strategy and all contribute to its success. Lets dig a bit deeper into each one.

Earned Media


This is where building brand reputation plays it's part! Reviews and recommendations all plays its part, as well as shares and mentions on social media. But one if the biggest factors in earned media is a strong position in organic rankings on the search engines! 
Having great content with specific keywords will hopefully land you on the first page leading to higher engagement and shares.

Owned Media

The main example here would be a website along with social media platforms, these all allow you to extend your brand presence and create more brand awareness. Social media usually being the first to guide them to your website. This is any avenue that you can control and own. It's very important to keep on top of your owned media's maintenance.


Paid Media


What it says on the tin. Promoting content online is a way to drive earned media, you can do so through all social media platforms, Facebook Ads being a very popular and useful channel while also giving you very useful insights. Another way is google ads - I briefly spoke about these in a previous post, I personally use PPC and find it to be a very integral part to my current strategy.


Each one plays a very important part and each has its own role, bring them together and incidentally strengthen your digital marketing strategy.



Factor, P., Organically, A. and Success, M., 2020. Paid Media, Earned Media, Owned Media | Titan Growth. [online] Titan Growth. Available at: <https://www.titangrowth.com/what-is-earned-owned-paid-media-the-difference-explained/> [Accessed 19 June 2020].

Comments

  1. AnonymousJune 20, 2020 at 5:45 AM

    Great breakdown Shannen, as you said, it's what it says on the tin!

    ReplyDelete

Post a Comment

Popular posts from this blog

Google Analytics - Shannen Guinan 10548615

Today we will be having a closer look at google analytics, we have discussed the metrics in a previous post and now we will have a look at some of the results from this blog. Because this blog was never promoted outside of our class then the users will not be high, here being 20. A good thing to see is the Avg Session Duration, here you can see it is 1 minute and 26 seconds which is good - this means the audience is spending time reading the posts as they would only be in or around that length. The bounce rate is 53% which isn't too bad, the average bounce rate in general is between 41-55%. (Peyton, 2020) This is definitely something I would like to improve on, after a while you will begin to learn more about your audience and what content they like the most, by keeping track of this you can then generate the content that you know they will want to read and hopefully bring down that bounce rate. This is why having analytics is so important, you get to learn yo...
Post a Comment
Read more
Blogging in 2020 Before Facebook, Instagram, LinkedIn, Snapchat (the list goes on!), there were blogs. So it has been around for quite some time now albeit it has changed shape many times, it's core fundamentals have always been the same. From product reviews, travel guides, recipe collections and all these niche blogs all find dedicated audiences who are looking for detailed and on going content, it gives businesses the opportunity to build a knowledge base and is becoming much more important to them as it's not just used as an 'online diary' any more - it can be a very important (and successful) marketing tool. If you are a business trying to increase website traffic, having a blog is an excellent way to do so. It will give an exceptional boost to your SEO. Remember, keep the blog consistent and with relevant content and it becomes one of the best inexpensive marketing tools for you. Have you ever heard of the phrase - Content is King? Well it...
4 comments
Read more

Marketing Persona's

What is a User Persona? A persona is a fictional, yet realistic, description of a typical or target user of the product. A persona is an archetype instead of an actual living human, but personas should be described as if they were real people. – Aurora Harley Understanding your audience is fundamental when it comes to creating content that will generate a reaction. Learning their motivations and requirements helps in building user-centric products. You might think it's as simple as to just know what the user needs (wishful thinking), but unfortunately it's not and it's important to make sure to conduct thorough user research to reap the full benefit. As business owners or marketers, we must take the time to figure out what our audience wants to hear, not just what we want to say. So, what exactly is a Persona you ask? Simply put - it's fictional characters created to represented different aspects of your users such as their needs, goals and behaviours that m...
4 comments
Read more