It is important to understand the 3 parts that make up the marketing trifecta in social media marketing. The marketing trifecta consists of earned media, owned media, and paid media. These components are essential to know and be aware of for brands, especially those seeking to increase their impact and exposure through digital marketing.
Earned Media
Earned media is where the bulk of social media falls. The term “earned” refers to the attention a company or brand has acquired by utilizing paid and owned media. This type of media includes any form of communication about your brand shares, reviews, mentions, etc., that are posted by external sources like customers. It is important for brands to be aware of what people are saying about them because this attention, whether positive or negative, can impact sales and the brand’s reputation.
Examples of Earned Media:
- Personal blog
- Word of mouth
- Review website
- Forums
Owned Media
Owned media consists of all the channels the company or brand owns and maintains such as the company website. This type of media allows your company to control the conversation surrounding your brand. This can be used to help offer customers value, build trust, and drives sales.
Examples of Owned Media:
- Company website
- Fan page
- Retail stores
- Mobile apps
Paid Media
Paid media is when a company pays to advertise their brand on a channel. This can be used to grow your business and consumer awareness for your brand. Paid media can be costly, and it is considered most effective when placed in an intentional, highly targeted promotional context.
Examples of Paid Media:
- Television
- Direct mail
- SEM/Paid Search
Takeaways about the Trifecta
- Earned, owned, and paid media all play a significant role in the making up the marketing trifecta. An effective digital marketing strategy involves all three
- Earned media is the equivalent to online word of mouth. It is used to drive sales, engagement and sentiment around a brand
- Owned media sites are an extension of your brand and create additional opportunities for people to interact with your brand
- Paid media is a good tool to promote content to generate more earned media and drive sales
To explore more about the marketing trifecta, check out this website Earned Media, Owned Media, Paid Media | Titan Growth
