What are paid, owned, and earned media?
Consumers who were exposed to a brand website purchased almost three times more than consumers who saw only a brand’s digital ad, according to a recent Nielsen study reported by data visualization company Column Five.
Owned media, as the name suggest is any digital real estate that you own and control which includes but not limited to website; social media accounts such as Facebook, Instagram, Twitter or YouTube; blog, and newsletters.
As what the study shows, attracting consumers to your owned media can have real impact on what you’d like to achieve.
POEM or Paid, Owned and Earned Media are among the first things you will learn in Digital Marketing 101 and how it encompasses the digital landscape where you will live and work as a digital marketer.
“Earned media is when customers, the press and the public share your content, speak about your brand via word of mouth, and otherwise discuss your brand,” writes Smallbiztrends.com. It’s anything that’s picked up by third-party publishers, ideally by the influencers of the industry or a reputable media publication. It is one of the most effective and authentic ways to amplify and validate your message.
According to Nielsen, 92 percent of global consumers trust earned media “above all other forms of advertising.”
Finally, paid media is anything that is paid for to drive traffic to your owned media, such as sponsorships and advertising on third-party sites. Examples are native advertising like sponsored content and social ads; paid placement or amplification and content discovery platforms, such as Outbrain.
According to Nielsen, native ads generate 82 percent brand lift among users exposed to ads.
Learn how to open business opportunities with your Paid, Owned, and Earned Media in The Digital Media Planning Specialist Track of the Certified Digital Marketer Program.
Register for the Digital Media Planning Specialist Track at imadigitalmarketer.com or call 0928-506-5382 to learn more.
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