Digital Strategy Decisions: Owned Media Vs Paid Media Vs Earned Media

In the early on days of the internet, the extent of the average company's digital strategy was deciding whether or non to laid upwards a website. These days it's rare to notice fifty-fifty a relatively small-scale work concern without an online presence together with there's far to a greater extent than to see than basic website design. The mesh is where people verbalise close your brand. They mightiness see your website to meet what you lot guide hold to offer, engage amongst you lot direct via a social media site together with recommend you lot to friends. The strands of the spider web are all linked together with what you lot create inwards 1 expanse tin direct bear upon what happens inwards another.

Owned media
The most obvious instance of digital owned media is your fellowship website. This tin human activity every bit a virtual store window for your work concern together with should reverberate all the qualities you'd similar people to associate amongst your brand.

Your social media profiles are also mostly classed every bit owned media, although 'partially owned' mightiness last a to a greater extent than accurate description. They're hosted on person else's platform but you lot soundless guide hold command over the content. Social media marketing has been a buzz-phrase for precisely about fourth dimension forthwith but there's far to a greater extent than to using these sites successfully than precisely going for the hard sell. They give you lot the chance to spread your cook message but social media sites are uniquely placed to render opportunities to pro-actively engage amongst your customers. 

Ideally your owned media platforms should all last linked. Don't intend of them every bit split upwards entities but dissimilar strands emanating from a primal cook hub.

Paid media

Traditional types of paid media include advertisements on the radio, TV together with print. In digital damage you lot forthwith guide hold display ads, site sponsorships together with paid search. There is, however, testify that people seat less trust inwards adverts they meet online. Influenza A virus subtype H5N1 report past times advertising manufacture intend tank Credos flora that precisely nether 50% of consumers said they had precisely about grade of trust inwards digital marketing channels together with that 34% didn’t trust it at all. This compares to 69% who claimed they trust impress advertisements to precisely about extent, amongst precisely 20% showing no trust at all. 


Despite this, paid media tin last 1 of the quickest ways to larn your holler out there. Beyond direct sales, pay-per-click campaigns together with similar techniques tin extend cook awareness together with serve every bit a catalyst, drawing people into your other media channels.

Earned media
Earned media is perchance both the most valuable together with hardest to attain. Having a word-of-mouth crusade larn viral, earning 'likes' together with 'shares' tin last marketing gold, together with sites such every bit Pinterest tin last massively influential.

It refers to what people are proverb close you lot online together with this tin last influenced both past times your owned together with paid media but also - perchance to a greater extent than importantly - past times how you lot acquit every bit a business. You should last prepared for the online conversation to throw out negative every bit good every bit positive comments together with essay to role both to your advantage. Negative responses tin truly last real useful every bit feedback together with the agency you lot response to criticism tin bear upon how consumers catch your business.

Advantages together with disadvantages
Owned media allows the greatest amount of command over your content. You tin tailor it to promote your meat values together with messages together with construct long-term relationships amongst existing together with potential novel customers. There may last a flat of distrust or a lack of credibility inwards 'the fellowship line' withal together with that lack of credibility tin last fifty-fifty to a greater extent than pronounced inwards paid media. Paid media does guide hold an immediate guaranteed laissez passer on withal that the other ii types but can't match.

Earned media tin last the most hard type to laissez passer on together with maintain. You guide hold petty command together with reactions tin last negative. If you lot earn positive attending from others online however, it tin last invaluable. The online community (in every bit much every bit it tin last considered every bit a whole) tends to seat far to a greater extent than trust inwards the opinions of other users than it does inwards the opinions of businesses together with media suppliers. 

Blurring the boundaries
Owned, paid together with earned media create non sit down inwards isolated, airtight boxes. Take, for example, a branded YouTube channel. You guide hold command over the content. It costs coin to hold together with the success of it depends on the reaction of the viewers. The onetime saying, 'there's no such affair every bit bad publicity' does non ever concur truthful when a landslide of negative comments tin influence how newcomers react to a message.

A successful strategy tends to last a joined upwards 1 that pulls all the threads together. It takes a sustained endeavor but every bit 1 type of media feeds together with supports the others it tin aid give you lot the border inwards an increasingly competitive market.

Guest post by...

Christian Arno is the founder of professional translation services provider Lingo24, Inc. Launched inwards 2001 Lingo24, Inc. forthwith has over 180 employees spanning 3 continents together with clients inwards over threescore countries. In the past times twelve months, they guide hold translated over 40 1 grand m words for businesses inwards every manufacture sector, including the likes of MTV together with World Bank. Follow Lingo24, Inc.  on Twitter: @Lingo24.

Share this post