Understanding Paid, Owned, and Earned Media
Lately there has been an abundance of marketing articles in magazines and blogs about integrating paid media, owned media, and earned media.
Are you scratching your head over the difference between these terms? In case you are, we thought we’d clear it up for you:
Paid Media are forms of marketing that you pay for, such as traditional ads, online ads, or sponsorships.
Owned Media include web sites, blogs, or any other marketing channel owned by your company. Social media, such as Twitter accounts or Facebook pages, are considered partially-owned media because while your company might not own the platform, you still own and control the outgoing content.
Earned Media are what your audience is saying about you, good or bad. Think buzz or word of mouth.
Paid media can be thought of as a catalyst for earned and owned media efforts.
The integration trend you’ve been hearing about refers to changes in the marketing landscape over the past few years. Paid media – traditionally the foundation for successful advertising – is now thought of as a catalyst for earned and owned media efforts, which blend together in the form of social media and interactive campaigns. Rather than looking at them as three separate entities, we encourage you to find ways synchronize paid, earned, and owned media into one cohesive marketing force.
And now you know.
If you’d like to discuss how you can integrate your paid, owned, and earned media, give us a call at (780) 989 0606 or email us at firstname.lastname@example.org. We’d love to discuss the possibilities with you.
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