MEDIA TYPES in DIGITAL MARKETING : PAID / OWNED / EARNED

 

Content is a broad term in digital marketing area. A web site and outposts on social media and other partner sies are powerful new communications channels to increase awareness, build brand, shape customer opinion and communicate special offers. While marketing investments to increase awareness used to focus on paid media with additional PR activity, new categories of owned and earned media have become more important. (Smith, 2001)

Each enterprise has its own measurement methods to the results of the locations that are in absolute dominance of the enterprise.

Source of Picture : Categories of Media; paid, owned, and earned

Paid media: Also known as bought media, a direct payment occurs to a site owner or ad network when they serve and advertisement, sponsorship or pay for a click, lead or sale generated. (Dave Chaffey)

 If you try running a search on Google, the SERP (Search Engine Result Page) page is divided into a paid section and an organic section. The first four positions are usually allocated for ads. You can notice an advertisement by the “ad” next to the URL of the website. These types of ads are known as pay-per-click (PPC). You pay a rate for every instance a user clicks on your advertisement. Other PPC examples are available on social media platforms, as well. These include:

• Facebook Business Ads
• Linkedin Ads
• Twitter

Owned media: Different forms of online media controlled by a company including their website, blogs, email list and social media presence (LinkedIn, Twitter, Facebook).Offline owned media may include brochures or retail stores. (Dave Chaffey)

The best example of owned media would be your website. The website you launch for your company is something you own and control. You decide what content to upload, which blogs to write, and which links to include. You might have a social media account. Your Youtube channel, for instance, is owned media. You control which videos to upload – of course, like any tool, you have to adhere to the best practices and guidelines – but you own it. You also do not have to pay any charges for uploading and sharing your content. Hence, all social media accounts that you have, whether its Youtube, LinkedIn, Facebook, or Instagram, are all owned and controlled by you.

Earned media: The audience is reached through editorial, comments and sharing online. Another way of thinking about earned media is as different forms of conversations between consumers and businesses occuring both online and offline. (Dave Chaffey)

For example, a positive review written at a local newspaper by a food critic recommending your restaurant. Today, this can come in many forms like blogs, reviews, retweets, etc. A common source for Earned Media is using influencers on social media. Like when a celebrity shares a photo of her designer dress on Instagram. The designer is getting earned press here.

(Smith, 2001)

 

References

Smith, D. C. (2001). Objective -Speak - Using the Internet as a Communication Tool. D. C. Smith içinde, Emarketing Excellence: Planning and Optimizing Your Digital Marketing (s. 34). USA and Canada.

Dave Chaffey, F. E.-C. (tarih yok). Definitions - what are digital marketing and multichannel marketing. F. E.-C. Dave Chaffey içinde, Digital Marketing; Strategy,Implementation and Practice.