2023-07-27 08:29:45
The increase in the importance of social media and digital PR has led brands to look for marketing tips to achieve success and involve their customers through targeted investments.
Today it has become essential for a brand to be present wherever the customer can look for it, taking advantage of the opportunities paid, owned ed earned media. Each of these three categories has its own specifics and offers opportunities to reach the target.
Marketer tips: let’s start with keywords
In recent years, the language of marketing has evolved to become a real jargon, which can sometimes be difficult for most. For any self-respecting marketer it is common to encounter terms like paid, owned and earned within a media strategy. But let’s not take anything for granted and let’s explore this topic together. RepLet’s start with the basics and an overview of what each term means.
Paid media
This first category includes all media that are activated for a fee. In this cauldron we find a wide range of channels: from traditional – print, radio and television ads or billboards – to online with social media ads or those on search engine results pages, display ads on Web sites. Put simply: all the spaces in which a brand can plan the programming of its contents, upon payment of an agreed fee.
It is the ideal tool to reach a specific target. In addition, it allows you to have the total control over the contents that are created or approved by the brand before going online.
READ ALSO: Digital : complete guide
Owned
At Owned we include all the brand-owned channels: from the website, to blog posts, social media and email marketing.
It is a powerful mix within a marketing strategy because it is possible, through storytelling and content creation work, to completely control who sees them, through the analysis of insights or analytics.
In fact, if you need to budget for paid content and you can’t control the earned content, on the other hand it is always possible to create content to reach the target in an organic way.
READ ALSO: The best times to post on social media in 2023
Earned media
Finally, the Earned media are all “earned” mediathrough a communication strategy and PR and digital PR work. In a nutshell, it is when other people talk regarding a brand without receiving compensation for it: influencers, journalists, PR, but also spontaneous reviews or brand lovers who spontaneously share content.
Although it is not 100% under the control of marketers, it is definitely the most useful tool for creating brand awareness. In fact, 84% of people do trust of recommendations from friends, family or KOLs (Key Opinion Leaders), rather than other types of media marketing or adv.
It’s certainly interesting to see that the most reliable sources (in 3rd and 4th place) include editorial sites with 55% of the consensus (+7% compared to 2013) and company websites with 53% (+9%). Both sources are characterized by a high information density.
Marketer tips: how to integrate the three levers?
Once the meaning of the terms is clarified, it becomes clear that each of these three types offers marketers a wide range of approaches and channels. If in the past it was the paid media that dominated, we are witnessing a change that leads to an ever-growing importance of the so-called earned media, in parallel with greater attention in the management of proprietary channels.
So it becomes important plan goals del brand ed have clear in mind the target to be achievedto compose the best possible strategy by integrating PR (earned media), influencer marketing (which can belong to all three categories), SEO (owned), in a multiplatform marketing campaign.
READ ALSO: 25 essential digital marketing tops in 2023
Plan brand goals
No two individuals are exactly alike, and the same goes for brands as well. For this reason, it is essential to know the characteristics, strengths, opportunities and weaknesses of your brand in order to better plan your media strategy.
- Paid media can help the brand to position itself, by intercepting a certain target through the most suitable channel;
- Proprietary channels, on the other hand, offer the possibility of establishing and consolidating a dialogue with the target already reached, retaining their attention through storytelling and content marketing;
- PR and earned media in general allow you to work on word of mouth, the oldest but always current lever that allows you to build brand credibility.
With these premises, however, it is necessary to remember that there is no common recipe. Each brand has to find its way through a process made up of trials and errors, adjusting the shot from time to time.
Know your target
“If you know the enemy and you know yourself, you need not fear the result of a hundred battles” he said in “The Art of War” Sun Tzu, Chinese general and philosopher. The oldest text on military art has also influenced marketing, and brings us back to the importance of identifying our typical consumer to transform him into a customer.
The definition of the company’s marketing mix flows from the knowledge of one’s target. At the same time, this allows us to identify the right strategies to achieve the set business objectives.
Marketer tips: try, fail, try once more
Once the marketing campaign is outlined, it matters measure the performance of investments through the analysis of insights and KPIs. This allows you to evaluate its success, any weaknesses and improvement points that will allow you to adjust the shot and do better in the future.
This is perhaps the most important element of a media strategy: not having the ambition that everything goes for the best, and indeed use failure as an opportunity to improve and find investment mixes that are more functional to your brand.
1690525287
#differenze #tra #paid #owned #earned #media