Earned media: Difference between revisions
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! Type !! Definition !! Offline Examples !! Online Examples |
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| '''Paid''' || Media activity related to a company or brand that is generated by the company or its agents || |
| '''Paid''' || Media activity related to a company or brand that is generated by the company or its agents. Paid media is a good way to promote content in order to drive earned media, as well as direct traffic to owned media properties. Paying to promote content can help get the ball rolling and create more exposure.|| |
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* Traditional advertising (e.g., television, radio, print, outdoor) |
* Traditional advertising (e.g., television, radio, print, outdoor) |
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* Sponsorships |
* Sponsorships |
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* Electronic direct mail (e.g., email advertising) |
* Electronic direct mail (e.g., email advertising) |
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| '''Owned''' || Media activity related to a company or brand that is generated by the company or its agents in channels it controls|| |
| '''Owned''' || Media activity related to a company or brand that is generated by the company or its agents in channels it controls. Owned media is any web property that you can control and is unique to your brand.|| |
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* Retail in-store visual merchandising or displays |
* Retail in-store visual merchandising or displays |
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* Brochures |
* Brochures |
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* Company-owned pages/accounts in online social networks (e.g., Twitter account, Facebook brand page) |
* Company-owned pages/accounts in online social networks (e.g., Twitter account, Facebook brand page) |
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| '''Earned''' || Media activity related to a company or brand that is not directly generated by the company or its agents but rather by other entities such as customers or journalists || |
| '''Earned''' || Media activity related to a company or brand that is not directly generated by the company or its agents but rather by other entities such as customers or journalists. || |
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* Traditional publicity mentions in professional media outlets |
* Traditional publicity mentions in professional media outlets |
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* Ratings and reviews in TMOs (e.g., movie reviews) |
* Ratings and reviews in TMOs (e.g., movie reviews) |
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Revision as of 19:13, 2 December 2014
Earned media (or free media) refers to publicity gained through promotional efforts other than advertising, as opposed to paid media, which refers to publicity gained through advertising.[1]
Background
There are many types of media available to online marketers and fit into the broad categories: owned, paid, and earned media. Owned media is defined as communication channels that are within one's control, such as websites, blogs, or email; while paid media refers mostly to traditional advertising. Earned media, on the other hand, is generated when content receives recognition and a following outside of traditional paid advertising, through communication channels such as social media and word of mouth.[2]
Earned media often refers specifically to publicity gained through editorial influence, whereas social media refers to publicity gained through grassroots action, particularly on the Internet. The media may include any mass media outlets, such as newspaper, television, radio, and the Internet, and may include a variety of formats, such as news articles or shows, letters to the editor, editorials, and polls on television and the Internet. Critically, earned media cannot be bought or owned, it can only be gained organically, hence the term 'earned'. Earned media is essentially online word of mouth, usually seen in the form of 'viral' tendencies, mentions, shares, reposts, reviews, recommendations, or content picked up by 3rd party sites. One of the most effective driving forces of earned media is usually a combined result of strong organic rankings on the Search Engines, and content distributed by the brand. Try not to confuse it with owned media which is any web property that you can control and is unique to your brand. Earned media is the equivalent of online word of mouth and is the vehicle that drives traffic, engagement and sentiment around a brand. While there are different ways a brand can garner earned media, good SEO and content strategies are the most controlled and effective.[3]
Impact of Earned Media
A Nielsen study in 2013 found that earned media (also described in the report as word-of-mouth) is the most trusted source of information in all countries it surveyed worldwide. It also found that earned media is the channel most likely to stimulate the consumer to action. Other authorities make the distinction between online and offline earned media / word-of-mouth, and have shown that offline word-of-mouth has been found to be more effective than online word-of-mouth.
Many consider earned media to be the most cost effective method of marketing. As a result, many companies are investing in earned media. The increased use of earned media is converging traditional owned and paid methods of marketing.[4]
| Type | Definition | Offline Examples | Online Examples |
|---|---|---|---|
| Paid | Media activity related to a company or brand that is generated by the company or its agents. Paid media is a good way to promote content in order to drive earned media, as well as direct traffic to owned media properties. Paying to promote content can help get the ball rolling and create more exposure. |
|
|
| Owned | Media activity related to a company or brand that is generated by the company or its agents in channels it controls. Owned media is any web property that you can control and is unique to your brand. |
|
|
| Earned | Media activity related to a company or brand that is not directly generated by the company or its agents but rather by other entities such as customers or journalists. |
|
|
The increasing use of earned media has provided marketers with new ways in which to interact and engage their customers. These innovative approaches are replacing traditional marketing methods such as email and banner ads, and provide innovative methods to find, optimize, and measure return on earned media investments.[6]
References
- ^ "Earned media". Word Spy. Paul McFedries and Logophilia Limited. Retrieved 2008-06-18.
earned media n. Free media coverage, such as a news story or opinion piece.
- ^ Yu, Jim. "Earned Media Rising - The Earned Media Ripple Effect". Column: Social Media Marketing Column. Marketing Land. Retrieved 3 April 2014.
- ^ Machin, E. (n.d.). What is Earned , Owned & Paid Media? The Difference Explained. Retrieved December 2, 2014, from https://www.titan-seo.com/newsarticles/trifecta.html
- ^ Yu, Jim. "Earned Media Rising - The Earned Media Ripple Effect". Column: Social Media Marketing Columns. Marketing Land. Retrieved 3 April 2014.
- ^ Stephen, A.T. & Galak, J. (October 2012). "The Effects of Traditional and Social Earned Media on Sales: A Study of a Microlending Marketplace". Journal of Marketing Research: 625.
{{cite journal}}: CS1 maint: multiple names: authors list (link) - ^ Yu, Jim. "Earned Media Rising – The Earned Media Ripple Effect". Column: Social Media Marketing Column. Marketing Land. Retrieved 3 April 2014.