• ecuador soccer jersey[2017-11-22]
  • toronto blue jays canada day jersey[2017-11-22]
  • 59 panthers jersey[2017-11-22]
  • wholesale jersey fabric[2017-11-22]
  • Low Price Bayer Leverkusen Jerseys[2017-11-22]
  • Cameroon Soccer Jerseys For Wholesale[2017-11-22]
  • wholesale rugby jerseys[2017-11-22]
  • Discount NHL Jerseys[2017-11-22]
  • belize soccer jersey[2017-11-22]
  • france football team jersey[2017-11-22]
  • Cheap Wholesale Hartford Whalers Jerseys[2017-11-22]
  • nike goalkeeper jersey[2017-11-22]
  • Cheap Broncos jerseys[2017-11-22]
  • Houston Colts Jerseys Discount Online[2017-11-22]
  • vancouver canucks old jerseys[2017-11-22]
  • best 2014 soccer jerseys[2017-11-22]
  • college football jerseys uk[2017-11-22]
  • cheap tottenham jersey[2017-11-22]
  • Valencia Jerseys at Low Price[2017-11-22]
  • Fashion Cheap Ukraine Soccer Jerseys[2017-11-22]
  • Login

    Owned, Earned & Paid Digital Media: Definition & Differences

    An error occurred trying to load this video.

    Try refreshing the page, or contact customer support.

    www.thecommoditycodehq.coming up next: The Tactical www.thecommoditycodehq.communication Mix in Digital Marketing

    You're on a roll. Keep up the good work!

    Take Quiz Watch Next Lesson
     Replay
    Your next lesson will play in 10 seconds
    • 0:04 The Digital Media Mix
    • 1:01 Owned Digital Media
    • 1:45 Paid Digital Media
    • 2:47 Earned Digital Media
    • 4:01 Integrated Marketing
    • 4:43 Lesson Summary
    Add to Add to Add to

    Want to watch this again later?

    Log in or sign up to add this lesson to a Custom Course.

    Login or Sign up

    Timeline
    Autoplay
    Autoplay
    Create an account to start this course today
    Try it free for 5 days!
    Create An Account
    Lesson Transcript
    Instructor: Beth Hendricks

    Beth holds a master's degree in integrated marketing www.thecommoditycodehq.communications, and has worked in journalism and marketing throughout her career.

    Owned, earned, and paid digital media all have a place in marketing, despite their differences. In this lesson, we'll explore each one, look at some examples, and see how they differ in terms of delivery.

    The Digital Media Mix

    Remember a few years ago, when Starbucks' red cups around the holiday season caused quite an uproar? The cups, deemed controversial by some, were discussed in some circles for their apparent snub of the religious significance of the holiday season.

    Regardless, Starbucks soldiered on, promoting the red cups (and their holiday themed drinks) as the official start of the holiday season on both its corporate website and its social media channels. And, they got not just a little, but a whole lot of free publicity, thanks to the millions of people engaging in conversations about the now-famous red cups on social media.

    What Starbucks was able to do then (and continues to do today) is leverage their digital media into a sophisticated balance of owned, earned and paid strategies. You may be scratching your head, thinking to yourself, ''I thought all digital media was essentially the same!'' Well, not exactly. Let's take a closer look at this trio.

    Owned Digital Media

    Owned digital media means just what it says: you own it. These are digital media channels and platforms that you control and can build them how you see fit. Share photos, interesting tidbits, coupons - you have the ultimate say in what happens on these platforms. These are not platforms you pay for (outside of possible web hosting fees). You can sign up and participate in any way you see fit.

    Examples of owned digital media could include your www.thecommoditycodehq.company website, your mobile site or smartphone application, a corporate blog, social media channels, eBooks, email marketing, white papers, even webinars. The key here is that you're the one in control of the voice of the brand that people on the outside see.

    Paid Digital Media

    Paid digital media includes digital platforms that you pay for or pay to send your messages out to the masses. In a more traditional marketing era, paid media would include things like advertisements you'd run in a newspaper or on television; today, brands are shifting their paid media focus to digital channels in an effort to promote content and reach a larger audience. Paid media means you have to pull out your credit card for advertising and marketing efforts.

    Some examples of paid digital media are the following: For starters, it could include the use of some of your owned media - with a twist. For example, you can pay to boost and promote a social media post to reach more people. Yes, technically you ''own'' the channel, but you're using a paid tactic to disseminate your message. Other paid media possibilities include display ads (which appear on websites from Amazon to popular news sites) and pay-per-click ads, ads that show up in search engines that charge advertisers by the click.

    Earned Digital Media

    This is the segment of the owned-paid-earned media strategy that all marketers covet, and, it's the one thing you can't really control. Earned digital media is that publicity you ''earn'' from the public or the press. Your customers talked about your product, or if you're really lucky the general population as a whole, and this has given you earned media. Sometimes, it may be good and sometimes, it may be bad, but as someone once said, ''there's no such thing as bad publicity.''

    Earned media usually shows up in the form of word-of-mouth marketing, or when people are talking about you, or when something about your brand has gone viral, such as a cute www.thecommoditycodehq.commercial you've created or a photo shared thousands of times over on social media. The key here is that customers control the messaging - good or bad.

    To unlock this lesson you must be a www.thecommoditycodehq.com Member.
    Create your account

    Register for a free trial

    Are you a student or a teacher?
    I am a teacher
    What is your educational goal?
     Back

    Unlock Your Education

    See for yourself why 10 million people use www.thecommoditycodehq.com

    Bewww.thecommoditycodehq.come a www.thecommoditycodehq.com member and start learning now.
    Bewww.thecommoditycodehq.come a Member  Back

    Earning College Credit

    Did you know… We have over 95 college courses that prepare you to earn credit by exam that is accepted by over 2,000 colleges and universities. You can test out of the first two years of college and save thousands off your degree. Anyone can earn credit-by-exam regardless of age or education level.

    To learn more, visit our Earning Credit Page

    Create an account to start this course today
    Try it free for 5 days!
    Create An Account
    Support