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Paid- Owned-Earned Media

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Richard Kaiser
Richard Kaiser

The terms earned, owned and paid media have become very popular in the digital marketing space. Together they can be applied as a simple way for digital marketers to categorize and ultimately prioritize all of the media options they have today.

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Paid > Owned > Earned INTEGRATING DIGITAL
3 TYPE OF INTEGRATED DIGITAL MEDIA 1. PAID MEDIA 2. OWNED MEDIA 3. EARNED MEDIA
The terms earned, owned and paid media have become very popular in the digital marketing space. Together they can be applied as a simple way for digital marketers to categorize and ultimately prioritize all of the media options they have today. INNOVATIVE COMMUNICATIONS
INTEGRATING YOUR MEDIA STRATEGY
MEDIA TYPES
WHAT IS OWNED MEDIA? WHY USE OWNED MEDIA? WHAT IS THE GOAL OF OWNED MEDIA? CONTROLLED COMMUNICATIONS. FROM WEBSITES TO MICROSITE, SOCIAL MEDIA TO BLOGS, OWNED MEDIA ARE PLATFORMS FOR PROVIDING CONTENT. THESE ARE PLATFORMS TO DRIVE TRAFFIC TO. THE GOAL OF THE MICROSITE IS CONVERTING INTEREST INTO CUSTOMERS.
WHAT IS PAID MEDIA? IS PAID MEDIA EFFECTIVE? WHO WILL OUR MEDIA BUY TARGET? PINPOINT TARGETING. PAID MEDIA HAS CHANGED FROM IMPRESSION BASED TO CONVERSION BASED. DIGITAL ADVERTISING CAN BE HIGHLY TARGETED. OUR MEDIA BUY STRATEGY WILL PUT ADVERTISEMENTS IN FRONT OF USERS AT SPECIFIC ORGANIZATIONS AND THOSE WHO HAVE VISITED THE MICROSITE.
WHAT IS EARNED MEDIA? HOW DOES THIS HELP OUR EFFORTS? WHAT IS THE KEY TO SUCCESS? EMPOWERING THE CROWD. FROM SHARING POSTS ON LINKEDIN TO EMAILING A WHITE PAPER BEING A THOUGHT LEADER IN AN INDUSTRY HAS ADVANTAGES. CASE STUDIES AND BLOGS ARE SHARED AMONG COLLEAGUES. BUILDING ENGAGING CONTENT THAT IS HIGHLY SHARABLE IS THE KEY.
ADVERTISING PAY PER CLICK DISPLAY ADS RETARGETING PAID INFLUENCERS PAID CONTENT PROMOTION SOCIAL MEDIA ADS SHARING MENTIONS SHARES REPOSTS REVIEWS WEB PROPERTIES WEBSITE MOBILE SITE BLOG SITE SOCIAL MEDIA CHANNELS Leverage owned, earned, and paid media for a comprehensive marketing strategy Gain more exposure to web properties with SEO and PPC Propel sharing & engagement with paid promotion SEO & brand content drive earned media (sharing) & traffic
CONCLUSION
Our goal is to create an integrated communication strategy that combines paid, owned and earned media that will deliver tangible results for your organization. STRATEGY BEFORE DESIGN.
LIONANDPANDA.COM

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Paid- Owned-Earned Media

  • 1. Paid > Owned > Earned INTEGRATING DIGITAL
  • 2. 3 TYPE OF INTEGRATED DIGITAL MEDIA 1. PAID MEDIA 2. OWNED MEDIA 3. EARNED MEDIA
  • 3. The terms earned, owned and paid media have become very popular in the digital marketing space. Together they can be applied as a simple way for digital marketers to categorize and ultimately prioritize all of the media options they have today. INNOVATIVE COMMUNICATIONS
  • 6. WHAT IS OWNED MEDIA? WHY USE OWNED MEDIA? WHAT IS THE GOAL OF OWNED MEDIA? CONTROLLED COMMUNICATIONS. FROM WEBSITES TO MICROSITE, SOCIAL MEDIA TO BLOGS, OWNED MEDIA ARE PLATFORMS FOR PROVIDING CONTENT. THESE ARE PLATFORMS TO DRIVE TRAFFIC TO. THE GOAL OF THE MICROSITE IS CONVERTING INTEREST INTO CUSTOMERS.
  • 7. WHAT IS PAID MEDIA? IS PAID MEDIA EFFECTIVE? WHO WILL OUR MEDIA BUY TARGET? PINPOINT TARGETING. PAID MEDIA HAS CHANGED FROM IMPRESSION BASED TO CONVERSION BASED. DIGITAL ADVERTISING CAN BE HIGHLY TARGETED. OUR MEDIA BUY STRATEGY WILL PUT ADVERTISEMENTS IN FRONT OF USERS AT SPECIFIC ORGANIZATIONS AND THOSE WHO HAVE VISITED THE MICROSITE.
  • 8. WHAT IS EARNED MEDIA? HOW DOES THIS HELP OUR EFFORTS? WHAT IS THE KEY TO SUCCESS? EMPOWERING THE CROWD. FROM SHARING POSTS ON LINKEDIN TO EMAILING A WHITE PAPER BEING A THOUGHT LEADER IN AN INDUSTRY HAS ADVANTAGES. CASE STUDIES AND BLOGS ARE SHARED AMONG COLLEAGUES. BUILDING ENGAGING CONTENT THAT IS HIGHLY SHARABLE IS THE KEY.
  • 9. ADVERTISING PAY PER CLICK DISPLAY ADS RETARGETING PAID INFLUENCERS PAID CONTENT PROMOTION SOCIAL MEDIA ADS SHARING MENTIONS SHARES REPOSTS REVIEWS WEB PROPERTIES WEBSITE MOBILE SITE BLOG SITE SOCIAL MEDIA CHANNELS Leverage owned, earned, and paid media for a comprehensive marketing strategy Gain more exposure to web properties with SEO and PPC Propel sharing & engagement with paid promotion SEO & brand content drive earned media (sharing) & traffic
  • 11. Our goal is to create an integrated communication strategy that combines paid, owned and earned media that will deliver tangible results for your organization. STRATEGY BEFORE DESIGN.