There are three main and important parts that make up marketing. This trifecta is made up of Earned Media, Owned Media, and Paid Media. These are the essential pieces to know and be aware of for different brands, especially those seeking to increase their influence and exposure through digital marketing.
Earned Media
Earned Media is the biggest bulk of where social media falls. This get the term “earned” because a brand or company has acquired it by utilizing a mix of paid and owned media. This will include any type of communication that a brand shares, reviews, mentions, etc., that are posted externally by sources like different customers. This is important for brands because it helps them be aware of what customers think of the brand whether it be positive or negative.
Examples of Earned Media:
-Personal Blog
-Word of mouth
-Review websites
-Different forums
Owned Media
Owned media is all of the different channels that a company or brand owns or uses such as a company website. This kind of media helps your company control the conversation surround the brand, this also helps offer the brands value to customers, builds trust, and helps drive sales.
Examples of Owned Media:
-Company website
-Retail stores
-Mobile apps
Paid Media
Paid Media is whenever a company pays for different advertisements for their brand on different channels. This is used to help grow business and consumer awareness of the brand. This can become costly and it is considered the most effective when placed in a international, and highly targeted promotional context.
Examples of Paid Media:
-Television
-Radio Ad
