Brand’s Media Strategy: Earned, Owned, and Paid Media

A lot has been said about POEM (Paid, Owned, and Earned Media) in terms of the brand’s media strategy, and today we want to think about it. First, let’s talk about what each of them is.

Paid media are extra communication channels that a brand has to pay for if it wants to use them. These channels give the brand access to new audiences. They help with coverage and grouping. This includes advertising spots, banners, sponsored spaces, and so on, both online and off.

In a media strategy for a brand, owned media are the communication channels that the brand owns or controls. This means that the brand can freely use these media, such as its website, its social media profiles, and even at the point of sale.

In the brand’s media strategy, “earned media” are channels of communication outside the brand that the brand got by doing things. They are the result of word-of-mouth or going viral. External channels of brand spread that come from the brand’s media strategy as a side effect of its work. They are made by people other than the brand, so the brand has no control over them. We can’t tell them what to do, but we can make them do things by what we do. When we talk about the brand in a post or on the street, we talk about people who share our content on their own social networks.

These three kinds of media feed into the brand’s media strategy. The way people think about a brand will depend on how well paid, owned, and earned media are used.

Paid for media. Good wasn’t ever simple.

This last group of branded media strategies, called “earned media,” is especially interesting. They are free and make people aware of and interested in the brand. A lot of trust. They are hard to get, though. Not everything works for the brand’s media strategy. The user is the most important part. It is the main target of the brand’s actions and will be in charge of making them go viral. The good thing is that the person who uses it is usually very kind. If they like it, they will tell others about it. But let’s not be naive; if they don’t like something, they will share it and say bad things about the brand.

On Twitter, for example, people criticize each other all the time. It can be a win for both the good and the bad people. This is where the brand’s media strategy hits a turning point, and this is where brands must work to make their customers happy. This happiness will make it easier for helpful content to show up in earned media. This is done by the brand’s spending and work on its own media and paid media.

The kind of content that shows up in earned media will depend on how a brand acts and what it does right. When users make and share content about the brand, they become a channel for it at no extra cost.

In the media strategy for the brand, we need to keep in mind that each of them is aimed at a different audience, and to make interesting content for them, we need to know their audience very well. If we want our branded media strategy content to spread like wildfire, we need to think about two things. First, the content needs to be interesting to the people we want to reach. Second, it needs to fit with the strategy of the brand. This is the only way to make people believe you.

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The benefits of earned media and viralization caused by the public can increase visits, sales, and even help you reach certain conversion goals for free. The main problem with this kind of media is that it is hard to control and measure. The effects of earned media can be felt across many formats and platforms, which makes it hard to get a full picture of the results. Today, earned media comes from likes, comments, shares, posts, posts by influencers, reviews, retweets, links to branded content, and a lot more.

If we look at Dove, which is one of the best examples of paid media, we can see that their content is always about how boys, girls, men, and women feel about themselves. Their brand’s media strategy is all about showing real beauty, and that’s what they do in all of their touch points. For earned media content to be valuable, it needs to be consistent and show what the brand’s media strategy and the audience’s media strategy have in common. It won’t be easy, but it won’t be impossible either.

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