1. Creating and Implementing Integrated Digital Communications
LS-DMB-JUNE14-38436346
May30, 2014
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Summarise the similaritiesanddifferencesbetweenpaidfor,ownedand earnedmedia
By comparingand contrastingthe three mediagroups,paid,earnedandowned,organisations are
able to navigate andnurture brandsthroughcomplex andevolvingmediamarketingterrain.
PAIDMEDIA
Use of paidadvertisingchannelstodeliverabrand’smessage,raise awarenessand/ordrive trafficto
ownedorcontrolledbrandproperties.
Mediachannelsinclude:print,radio,television,cinema,directmail,aswell aspaidSearchEngine
Optimisation(SEO).Paidmediapredominatelytargetsprospective consumerswhomaynothave
alreadybeenexposedtothe brand.Forexample,pay-per-click(PPC) advertisingenables
organisationstoreacha wideraudience andobtainahighlevel of exposureonhigh-profile,high-
trafficsitesandnetworks.
 STRENGTHS: Similartoearnedmedia,paidmediacanbe highlyeffective andfasterthan
ownedmedia. Unlike earned media,paidmediagivesthe brandanexcellentamountof
control.
 WEAKNESSES:Unlike ownedandearnedmedia,thistype of mediacanbe considerablymore
expensive withpoorbrandcredibility.
OWNED MEDIA
Ownedmediatargetsbothexistingandprospective consumersthroughcarefullyconstructed
imageryandcontentthat bestcapture the spiritand essence of abrand.Examplesof ownedmedia
includes:company website orothercorporate content,microsites,communities,digital media
centres,pressoffices,emails,webinars,social media fanpagesandmobile applications.
 STRENGTHS: Unlike earned butsimilartopaidmedia,this mediadisciplinegivescompanies a
highlevel of control intermsof branding.Owned mediaiscostefficientandallowsthe
brand to offerreal-time informationaswell astechnical andcustomercare support.Owned
mediaislongterm,versatile andcaterstoa niche audience.
 WEAKNESS:This mediatype inisolation hasnopullingpowerindrivingnew traffictoowned
brand properties.
EARNED MEDIA
Earnedmediaispositive publicitygainedasaresultof promotional effortsapartfromadvertising.
Thismediagroupincludes:publishededitorials,social mediafannetworks,viral videos,blogs,
forumsand othermediamentions. Earnedmediaisessentiallythe organicsocial intensificationof
Word of Mouth (WOM).
 STRENGTHS: Like paid,earnedmediaishighlyefficientindrivingtraffictoownedmedia.This
mediadiscipline islowcostincomparisontopaid media.The highlevel of positiveWOM
exposure thatearnedmediagivesabrandis simply priceless.
 WEAKNESS:Contraryto paidand ownedmedia,earnedmediagivesthe brandthe least
amountof control.

2. Creating and Implementing Integrated Digital Communications
LS-DMB-JUNE14-38436346
May30, 2014
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Analyse how each form of mediaoverlaps withthe other
Where the three mediadisciplines overlapindigital marketingiswhere the mostcomprehensive
integratedbrandcommunicationsoccur.Combiningowned,earnedandpaidmediaenablesabrand
to expanditsaudience reach.The brand’sstorygoesmuchfurtherand ringstruerwhenthe three
mediaare convergedthanif one single mediatype wasused.
Successfullyinteractive digital communicationislearninghow toeffectivelyintegrate paid,owned
and earnedmediato create newexperiencesinthe life of abrandand itsconsumers.The full circle
of life forabrand ishavingall three mediaworkinginperfectharmony;eachone fusingbackand
forthintothe nextuntil there’stotal synergyonall communicationfronts.
In the currentmarketinglandscape paidmediaworkslessefficiently thaninprevioustimes.
Traditional advertisingbothonline andofflineneedtobe boostedbybrands’ownedandearned
mediainorderto amplifyandreverberate the message acrossamyriadof complex platforms.
Paidmediawheneffectivelyexecutedshouldleaddirectlytoowned andearnedmedia.Likewise
earnedmediainevitablypointstoownedmediaandvice versa.
Furthermore overlappingandsynchronisingthe three media groupsintocoherentcommunication
brand campaignsenablesorganisationstoovercome detrimental uncontrollableelementsthatmay
occur throughnegative earned media.Havingownedmediathatpositivelymapsoutthe core nature
of a brandis not enoughtoextinguishbad press.Afterall,the bestlaidownedmediawebsitesand
materialsare redundantunlessitreachesandengagesitsaudiences.Thisispreciselywhypaid
mediaisan integral partof re-brandingandcompanydamage control.
Convergingthe three media disciplinesdrasticallyreducesunpredictabilityandgivesbrandstotal
control in theirmarketingplans.Nonethelessitisstill crucial thatbrandsmonitorresultsas
intricatelywoven mediacommunicationplanscanquicklyunravel.
Ownedandearnedmediacombinedessentiallyserve topromote marketingevents,product
launches,brandmobile applicationsaswell ascreatinginteractive space tonurture andnourish
brand fanbase
Paidand earnedmediaworkwell togetherandallow brandstotargetnew audiencesthrough
engagingandre-affirmingadvertisementsthatricochetoff positive consumerfeedbackandwordof
mouth.
Dependingonthe organisation’sobjectivespaid,earnedandownedmediacanbe usedina plethora
of formationstoignite abrand’scommunicationscampaignwhileallowingbrandstotrack and
measure the resultsof theirmarketingefforts.
Explainhow each form of media mighteitheraugment or downgrade a brand
PAIDMEDIA
Accordingto the RadioAdvertisingBureau(RAB) paidofflineradio mediaandownedonline media
were proventobe highlycompatible inraisingbrandawareness.Radioadvertisementswere found
to have an immediate effecton listener’sonline browsingbehaviourpatterns.
Researchclaimsthatallocatingjust10% of an organisation’smediabudgetintoradioadvertisingwill
augmentvisitstothe brandsownedmedia by52%. FurtherRAB analysisdemonstratesthatradiois
fourtimesmore cost effectivethanotherpaidmediacombinedindrivingtrafficonline.

3. Creating and Implementing Integrated Digital Communications
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On the otherhand,due to an onslaughtof brand advertisingbothon and offlinetoday’sconsumers
have become desensitised andapathetictopaidmedia.Byturningdownthe volume,skipping
advertsor justby beingresistantandcynical,consumersare now hardertoreach thanever.
Bombardingits audience withendless,uninspiring paidmediawill considerablydowngradethe
consumers’perceptionandexperience of abrand.
OWNED MEDIA
Ownedmediaisapowerful tool tocreate emotive experiencesforconsumers thatwill inturnspark
and generate valuablepositiveearnedmedia.Thismediadiscipline isalsoakeyelementin
extinguishingdamagingnewsandstigmasassociatedwithabrand.Rentedsocial mediachannels
can be viewedasextensionsof abrandshome base and can helptofurtherraise the brand’sprofile
whenclevermarketing strategiesare orchestrated.However, havingclearandcreative owned
mediaisredundant unlessthe brandfindsawayto drive traffictothe properties.
EARNED MEDIA
Earnedmediaisa majordecidingfactorinsales butcan oftentake time before abrandcan reapits
bountiful harvest.
Organisations have nocontrol onhowtheyare beingperceivedbyaudiencesinearnedmedia
therefore it’s hardtojudge whatimpact thiswill have onthe brand.
By usingpaidmediatoleverage positive earnedmediainascalable wayto reachnew audiences
brandsdevelopandgrow like wildfire.
Analyse the way in which your organisation coulduse each form of mediain brand campaigns
[PLEASESEE ADDITIONALUPLOADEDDOCUMENTFORFURTHERBACKGROUNDON CHOSEN CASE
STUDY ORGANISATION]
One of the strategiesthatcouldbe deployedtocreate a more integratedcampaignforFrenche-
commerce brandFruitrouge wouldbe touse positive comments,postsandfeedsfromearnedmedia
intopaidand ownedmedia channels inordertoamplifythe brand'smessage andincrease
credibility.Thistype of campaignputsFruitrouge firmlyinthe drivingseatintermsof narratingits
humanand emotional storywhileinfluencingthe perceptionandparticipationof itsaudience.
By infusingearnedintoownedmediasuchasthe company's website,blogs,social mediapages, etc.,
Fruitrouge ispro-activelyeducatingitsaudience,andcompetitors,onwhatresonatedwiththe
brand's mostengagedandpassionate consumers.Paidmediamustbe viewedasaplatformto ramp
up the impactof earnedandownedmediainabid to strengthencustomerloyaltyandinstill brand
authenticity.
Anotherexampleof aconvergingmediacampaignthatcouldbe beneficial to Fruitrouge wouldbe to
enrol influential fashiontrendsettersandbloggersthroughpaidmediatostaras a guestcurators
and create dynamic,emotive content onthe company'sownedmediablogs.Fruitrouge couldthen
elevate the empirical andcuttingedge poststhroughsocial mediawiththe aimtogenerate precious
nuggetsof earnedmediamentions.
Furthermore Fruitrouge coulduse paidsponsoredpostsonsocial mediaplatformssuchasFacebook
and google+toexponentiallymagnify the brand'sfashionforwardblogposts.

4. Creating and Implementing Integrated Digital Communications
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May30, 2014
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As previouslymentioned,Researchbythe RadioAdvertisingBureau claimsthatbybudgeting amere
10% of a brand'smediaexpenditureintoradioadvertising increasesvisitstoownedmediaby52%
makingthispaidmediaextremely more costeffective.Radioadvertsfeaturingpositive consumer
experiences andtestimonials wouldbe ahighlyrecommendedFruitrouge campaigninabidtodraw
newaudiencestothe website andbrandedcommunitysocial life mediapages.
Recommendwith justificationwhetherthistype of engagementwouldbe beneficial toyour brand
There are nosecretformulasforsuccessful integratedcommunication campaigns.The crucial factor
that determineswhethermarketingeffortsare profitableliesheavilyonthe brand'sabilitytoclearly
map outits unique measurable objectives.
Some of the goals of an integratedmediamarketingcampaignforParisiane-commerce brand
Fruitrouge include:
 engagingaudiencesacrossmultiplescreens,offline aswell asonline
 capitalisingonauthenticpositive customerfeedbackandcontent
 reachingwideraudiencesandengage themwithindelible emotional experiences
 buildingstrongcommunitieswhere transparencyand interactivity are key
 increasingcustomerloyaltyandgaininginvaluablebrandcredibility
 reversingnegative earnedmedia
A customisedmarketing mix of paid,ownedandearnedmediawouldfundamentallytransform
Fruitrouge’scommunicationseffortsandsectorstatus.Offeringrelevanteducationalmaterialthat
empowersitsaudiencetomake betterinformedchoicesasopposedtoaone-size-fits-allmessage
wouldseparate the multi-brandfashion e-tailerfromitspeersaswell as earningthe trustand
respectconsumers,employersandshareholders.