How easy is it to difference between Paid, Earned and Owned Media in Digital Marketing?

Evolving technology is sweeping the digital marketing industry. Professional fellas who are working in this industry clearly remember their initial days where they elatedly stuffed keywords in their notebook to improve rankings, spamming visitors and secure media coverage for your sparsely covert advertisements.

Those days are bid farewell for good reasons and have been replaced with much more fascinated algorithms which are drastically changing the industry’s amalgamations. A better approach is required to drive in the best possibilities result for every business.

With so many business competitiveness, these are searching more of search engine supremacy from both in-house marketers and agencies. The only grip that is holding them back is an appropriate strategy. A right strategy fitting with business structure.

 

OWNED MEDIA

It is a platform for digital assets and property that you own. This means that the content of your website is neither controlled by any brands or web property. From a view point of digital marketer this encompasses Search Engine Optimization (SEO), content marketing and organic social media.

“Owned Media metric included in this are visibility, traffic, bounce rate, unique sessions, trust flow, organic keyword rankings, citation flow, goal conversions and domain referral. “

Organic Social Media: This involves creative contents that you produce and post directly in social media (Facebook, Instagram, Twitter). Social networks majorly rely more on organic content, to mainly influence the users, so a unique content is mandatory.

Business can post on their own page or business profiles. Business when posting on personal profile must show direct business reflection of their company and its operation.

Whenever, you are considering posting on social media remember your goal (making viewers stay on the network).  This means, a greater coverage, and content including user’s interaction should go side by side.

This is in fact an exciting way to engage your customers and to grow your audiences. A right balance in social network will help you grow the audience community.

Content Marketing: This shows the primary information of your business to the audience. It primarily improves trustworthiness and content credibility in order to drive in relevant traffic to your website.  Keeping the value of content in mind, one should create content relevant to the questions of the audience. From your content make sure to provide every value able answer mostly searched by them. From this you can convert your audience into fan, subscribers and ultimately, you’re paying fans.

SEO: This is the process of improving your own owned media platform.  Your aim through is to ensure that it understand your business value and generate organic traffic. The process involves range of activity following the guidelines of Google algorithms. It includes elements like snippets & structured data.

Further, for the crucial success of SEO, one needs to cope with every change. As SEO gets more sophisticated, the technical phase gets more sophisticated making an important factor for business failure.

 

EARNED MEDIA

It’s more like free of charge promotion for your business and spokesperson. This is all about getting brand citations and positive reviews to your website. It is a facilitation opted towards link buildings with influencers, journalists and digital publications with the intention of building brand awareness, positive sentiments and reputations.

Technically, SEO can’t alone guarantee increase in site rankings without proactive digital PR. The key objectives of earned media is to drive awareness, build authority and widen potential customers.

“Key earned media metrics includes referral domain, citations and brand mentions, backlinks and contributing articles.”

The strategy involved in earned media highly focus on reactive and proactive PR. Proactiveness here involves writing press release and interviews. While reactive activities include brand mentions, media monitoring and communications.

The key takeaways involved in bringing out the best outcomes of your business are;

  • Determination of business goals.
  • Formulation of digital marketing goals for every individual channel.
  • Design activities to support every other area.
  • Measure right metrics to determine the suitability of digital marketing.

 

PAID MEDIA

It is a digital activity where payment is made before making any advertisement on any digitalized platform. This includes search, display, social media ad and are used to drive in more traffics to your website.

The primary goal of this is to flow in audiences, leads & conversion for business even though business work out for establishment of authority. There are three categories involved in paid media; social media ads, search ads and display ads.

“The media metrics involved in paid media are; impression share, cost per acquisition, cost per click, cost per thousand, click through rate, return on ad spend, return on investment.”

These ads target users based on their demographic, interest and categorization. The key intention of sharing this information is to demonstrate industrial knowledge, information and valuable blog post.

If you like the information shared by us and you don’t know what to do in the digital marketing platform, we are here to help you. Our team will guide the entire marketing campaign in every platform you choose to place your advertisement. Through series of sessions taken by us, we make sure to ensure that you are safely guarded by our experts in the field of digital marketing. Contact our digital marketing team immediately for more wealthy experience!