Traditionally if you wanted to get your product in front of your target market, you would film a TV commercial and pay for airtime or have an advert designed and published in a newspaper.
Since then, marketing has become a multi-strategy game, encompassing not just paid media, but also the use of earned and even owned media to reach the consumer.
But what is the difference between earned and paid?
What are the benefits of using the different tactics?
Where do they overlap, and how they can be integrated with owned media resources?
Paid media
As the name suggests; search, display advertising, social ads, PPC campaigns, paid promotions and more. With paid media, a brand is paying to leverage exposure with the aim of driving traffic to their owned media (web sites, blogs), and landing new business. Paid media needs to be focused, well planned, and effectively executed, and include compelling calls-to-action in order to deliver exactly what the prospective customer is looking for.
Earned Media
Think of it as word-of-mouth marketing and publicity generated organically, via customers, social media fans, journalists or bloggers where trusted advocates influence prospects to take a deeper look at what a brand has to offer.
It compliments paid media, as a reinforcement form outside sources;
well-crafted content and customer/client experiences, both of which can result in increased visibility and reach amongst supporters.
Some examples include:
- Customer reviews and testimonials
- Mentions on any social media platforms
- Word-of-mouth recommendations both in person and digital
- Sharing of your content or other content about your brand or business
- Blog posts about your business or product
- Magazine and newspaper articles
Owned Media
Owned media covers all of the properties that belong to the brand or business; websites, blogs, social media channels, apps, and stores (online and offline). Both paid and earned media are designed to drive prospective customers to the owned media estate and its strength is critical to converting them into paying customers.
The advantages of Earned Media Tactics
The biggest advantage of earned media is that it is free, although often gained on the back of paid efforts.
Increased exposure to the brand message
Having your message across different media platforms, where you are able to gauge which platform works best for your business or brand
The endorsement and promotion of your brand message, by people of influence.
And an increased level of communication with consumers and clients via social channels of preference.
The downside however, is the lack of control over earned media.
Paid Media advantages
Paid media can cover traditional methods such as print and TV ads, and online paid media.
Paid media can fit any budget, however large or small, making it a cost effective and targeted method of reaching your target audience through paid search and social media adverts as well as other avenues.
Paid and Earned: Different machines but in sync
As with any PR, you want the story to show the client or business in a positive light. Always create content to be light, informational and positive, as will perform better. Earned media should be used alongside owned and paid media to form a comprehensive and cohesive marketing strategy.
To be fully effective, paid, earned and owned media must converge and be in sync within your marketing strategies:
For example –
Create engaging, customer focused, problem solving content with a clear call to action via owned media.
Place that content strategically through well-targeted paid media.
Earn your audience’s trust and support to develop a strong network of brand influencers and reputable platforms.
All three types of media work together in sync and if implemented correctly, can have a tremendous impact on your overall marketing goals and ultimately your bottom line.