Different types of Digital Media can help brands reach more people and spread the word about companies in the right channels.
Earned, Owned, or Paid, each one of them represents different brand popularization, advertising, and opportunities to interact with the target audience. Creating content, strengthening a brand, and generating engagement are some of the main objectives of Digital Marketing.
In all three types of Digital Media, there are good strategies to activate, bringing the expected results in brand awareness, engagement, and conversions.
In this post, we’ll talk more about how to run a campaign in these media. The content will cover the following topics:
- Earned Media
- Owned Media
- Paid Media
Earned Media is all the media a company gets through what we call “word of mouth” but in the online environment.
Any and every action of the company generates comments about those strategies. That is free media conquered because of these actions. Among the three types of Digital Media, perhaps Earned Media is one in which there is no direct investment in its acquisition. Of course, all the work on channels, such as social media, has resulted in it, but indirectly.
The truth is that Earned Media is the most important since it’s more organic. When web users talk about a company, there’s a spontaneous activity, without being a bigger movement to make it happen.
On the other hand, some efforts lead to these achievements. The main one, without a doubt, is the SEO standard adjustments required by Google.
The work is long and needs to be committed since that will result in brands capable of appearing on the first page of Google’s results. Thus, when well ranked, it’s easier to be visible to users, thanks to the improvements made in blog posts and on the brand’s website.
Among the three types of Digital Media, Owned Media is that which the company owns permanently.
It’s the channels that the brand keeps and, through them, generates direct content about its products and services. These channels also serve for engagement and lead education, as well as being informative from an institutional perspective.
We’re talking about websites, blogs, YouTube channels, social media pages, and what else the company controls with its name. If the brand owns this media, naturally, it invests in something that is its own, without paying for other companies to promote the business. That’s the main reason why this category is called Owned Media.
No promoted links or posts
One of the main doubts that arise in the concept of Owned Media is about links and promoted posts.
The answer is no; they aren’t considered Owned Media, even though the company pages in social media generate them. The fact that brands have to pay to promote these contents is what makes that category uncharacteristic. In Owned Media, the focus is on generating content from what a company keeps as its channels.
Besides not having to invest, the Owned Media still has the benefit of continuity. The brand will always have that channel and may disclose its activities and products at any time. Strategy’s success, however, depends on the measurement of results and quality content.
Among the three types of Digital Media, Paid Media is the most popular.
It’s simply all media in which you pay to have the spread. Every direct investment that the brand makes enters this category, and the direction is for disclosure channels.
The goal behind Paid Media is to reach more audiences, making a high number of people know about your brand. To accomplish that, you invest in media with the potential to bring more awareness to the company, its campaigns, and its products/services.
Among the main types of Paid Media, we can mention:
- AdWords (Google);
- links driven to social media;
- ads in portals of related segments.