Understanding the Interplay Between Paid, Owned, and Earned Media
As marketers, we use different types of digital media each day. It is critical for business stakeholders to have a shared understanding of their media landscapes, accounting for paid, owned, and earned media to make the best use of each in their marketing strategies. Here is a breakdown of each type of media, plus how to best make use of them.
Paid media is promotional content that a company buys, such as advertisements. Owned media refers to the channels and platforms that a company controls, such as a website or social media pages. Earned media, on the other hand, is the organic exposure and publicity that a company receives through word-of-mouth, reviews, or press coverage. Each of the three serves a different purpose in marketing strategies. Paid media generates brand awareness, reaches a wider audience, and drives immediate results. Owned media is valuable for building a company’s online presence, establishing credibility, and nurturing customer relationships. Earned media helps cultivate trust, increase brand visibility, and attract potential customers through positive word-of-mouth.
Paid media, true to its name, costs money. Owned media often requires an initial investment to set up and maintain platforms, but ongoing costs can be relatively low. Earned media does not have direct costs, but it requires investments in building relationships, creating excellent products people want to discuss, and delivering outstanding customer experiences. It is important that businesses find ways to strategically integrate all three types of media comprehensively. Combining paid, owned, and earned media can amplify their overall impact, as they work synergistically to increase brand exposure, build credibility, and engage audiences at different stages of the customer journey.
At ASTRALCOM, we help grow businesses through digital strategy, content marketing, and bespoke SEO services. Work with us to understand all the elements at play in your media landscape to craft a thorough, effective strategy.
