What is the difference between paid, owned and earned media?

Even when you are marketing to your entire audience or customer base, you are still simply speaking to a single human at any given time.

— Ann Handley

People’s shopping and purchasing habits have shifted as a result of the internet. People nowadays spend much time on the internet looking for things they wish to buy or researching companies and services before making a purchase.

As a result, businesses are improving their digital marketing strategies to target online audiences better. Connecting with your audience at the appropriate time and in the right place is essential for effective marketing. As a result, the most significant way to reach out to potential consumers is to go where they spend the most time online.

The promotional efforts used to promote products and companies using electronic media are referred to as digital marketing. It helps businesses to examine their marketing initiatives to determine what is working and what isn’t.

The existence of digital marketing is both free and straightforward to use. As a concept, it simply refers to a new technical method of marketing. The most common digital marketing strategies are search engine optimization (SEO), social media, and content.

Each one may be done for a fee or maybe for some, for free, and each one differs in terms of platform. However, they were all subjected to sponsored advertising efforts known as “Ads.” When it comes to digital marketing, there are three types of media that every business owner should be aware of: Paid, Owned, and Earned media. So, what are they?

1. Paid media

Paid media is revenue-producing advertising paid for directly by the advertiser. Paid media is seen in many communicative media, such as print, digital, and television formats. It is generally more expensive than other forms of media because a greater investment is required to reach a larger audience.

Media that has been bought. Paid media refers to any type of advertising that a company pays for.

Sponsorship deals, purchased search results, and paid ads on websites or social media are all examples of paid media. The brand creates and controls paid media material, but it appears on channels that the company does not own or control.

For instance, Google pay-per-click advertisements allow you to promote your material on the search engine, which works as a recommendation to consumers seeking comparable items or services, resulting in more users discovering your company and its offers.

You can do this on your own by learning how to navigate Google Ads, Facebook Ads, and Instagram Ads or you can opt to hire a paid media specialist to do this mundane task for you.

2. Owned media

Owned media refers to digital marketing platforms over which a corporation has total control, such as a branded website and social media accounts.

High-fashion businesses such as Dior and Chanel, for example, show off and advertise their items to a wide range of audiences through the use of Instagram or Facebook, which attracts more buyers in the long run, especially with what they are advertising in the market.

According to BigCommerce, Owned media has an impact on consumer purchasing habits: 78 percent of individuals indicated that company posts on social media influenced their shopping decisions.

Owned media follows the pull marketing technique. All channels owned by the company or brand are included in Owned Media, such as the company’s or brand’s website and service pages, blog, and social media channels such as Facebook, Instagram, Twitter, LinkedIn, and others.

Owned media also refers to digital marketing platforms over which a corporation has total control, such as a branded website and social media accounts. For internet organizations, enhancing and utilizing owned media initiatives frequently boosts paid and earned media efficacy.

3. Earned media

Earned Media is a type of media in which publicity is earned via promotional activities rather than through advertising. As a result, it is not a kind of paid media advertising.

Earned Media refers to exposure gained solely via the promotion of your content on social media platforms or the branding of your company’s products.

Earned media is getting your brand into the news and drawing attention to it. An example would be if the Wall Street Journal published an article on the brand you’re promoting in the market, which piques readers’ interest and draws in potential customers, making them want to dive into what you are advertising to the public.

Earned Media has a rising authority, and brand recognition via storied coverage in new venues may all help a developing company, and some brands have whole public relations teams dedicated to cultivating connections with the press in order to gain earned media coverage.

The difference

Other than paid media advertising or owned media branding, earned Media comprises notoriety obtained by word-of-mouth, buzz, reviews, news coverage, comments, feedback, likes, mentions, shares, and other promotional activities. Any brand’s most valuable asset is its reputation.

To accomplish it, you’ll need a diverse set of digital marketing abilities. Businesses must consider content strategy, audience, and the buyer’s journey in order to be successful with owned media.

In terms of paid media, knowledge of Pay per click, Search engine optimization, social media, and even channels where you can advertise and reach a wider group of audience, such as Facebook, Twitter, and the other big names in social media, is essential to understand.

In the most straightforward way, owned Media fosters long-term relationships with current and future clients while also generating revenue. On the other hand, paid media has evolved from a foundation to a catalyst that feeds owned and produces earned media, while earned Media is frequently the outcome of well-executed and well-coordinated owned and paid media.

Promoting is all about interacting with your audience in the right place at the right time. Your most exemplary system in digitizing is to create the text or document more to meet your clients online, where they are already investing a lot of time and effort.

With all the other digital marketing platforms at your fingertips, prioritizing them in a way that makes sense for your goals and budget may be difficult. Paid, owned, and earned Media divides various channels in a way that aids you in developing and maintaining an effective digital marketing strategy.

Marketers benefit from precise real-time results provided by digital marketing. You can eventually assess the return on investment of your marketing efforts with your digital marketing team.

The efficacy and quality of implementing your digital marketing plan and the type of media you use will determine the outcome. To understand your consumers‘ wants, you’ll need to invest a lot of time creating detailed buyer profiles. To attract more clients, you must concentrate on producing high-quality content. You may notice significant results in no time if your approach is well-planned and implemented.

Ready to take your business to the next level? Find out what our Full-Stack Marketing Team can do for you.

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2022-03-01T10:12:50+08:00