A digital marketing trifecta
Digital marketing – marketing done on digital platforms – has seen a huge rise over the past years. Businesses are putting more and more marketing dollars into their digital footprint.
People are online, and it is an immensely powerful way to reach them for marketing purposes. The perfect mix, and one to use in your digital marketing strategy, is a combination of paid media, owned media and earned media. But what does all this really mean? Each type of media contributes to your digital marketing. They work together to get people to know you, trust you and buy from you.
Earned media is the online version of Word of Mouth marketing. As with verbal word of mouth, it is an immensely powerful tool because it is third party endorsement. People trust people, even if they don’t know them. We have seen this with the rise of Yelp and other review based sites.
This type of media results in mentions, shares, reposts, reviews, recommendations, or reposting your content on a third party website. A combination of organic Search Engine Optimization and rankings, as well as distributed branded content drives earned media.
Owned media is any online asset that you control fully and is specific to your business. The most common is a website. Blogs, social media and other online properties are also examples. The power behind these, especially websites, is that you control the narrative of how you are portrayed.
Paid media is any online interaction that is paid for, including social media and search engine advertising. It is used primarily to drive traffic to your owned media, such as your website. Facebook and Google are two of the biggest players here, and you can use their paid ads to send traffic to your website with the purpose of getting conversions.
Having all three types of media are crucial for a digital strategy to work fully. Without a website or social media means you cannot push your message out. If you are not updating these assets with new information, there is little incentive for people to come back and engage with your business online. Without sending traffic to your social sites and website means people may never see your message in the first place. It’s important to have a mix of all three.
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