The Three Pillars of Digital Marketing: A Guide to Paid, Owned, and Earned Media

by

January 8, 2024
As the CEO of OmniScale Media, I often find myself clarifying our company’s role and expertise at various conferences and events. Despite our name, we aren’t in the business of producing news or entertainment content. Instead, we exclusively focus on digital marketing for advanced technology companies.

We chose the name ‘OmniScale Media’ to reflect our approach to digital marketing strategies. ‘Omni,’ meaning ‘all,’ reflects our comprehensive understanding of the digital marketing landscape and of the technology ecosystem. ‘Scale’ signifies our commitment to adapting and growing with our clients, ensuring that their marketing efforts amplify in scope and impact. Together, ‘OmniScale’ represents our mission to offer holistic, scalable marketing solutions to advanced technology companies.

That leaves the word ‘Media’, which is generally where the confusion lies. Our expertise and approach rest on three fundamental media pillars: paid, owned, and earned media, (sometimes called the POEM Framework). These pillars aren’t just components of our strategy; they are the essence of our identity and the basis of our approach to raising awareness and driving demand for advanced technologies.

In the constantly evolving digital world, understanding the different types of media strategies is vital for a brand’s success. The marketing mix of paid, owned, and earned media are the three fundamental pillars that support any comprehensive digital marketing strategy. Each type offers unique advantages and poses distinct challenges.

In this blog, we’ll dive into the nuances of these media types. We will explore their definitions, characteristics, challenges, and how they can be effectively interwoven for maximum impact.

POEM Framework

Owned Media: Your Brand’s Personal Broadcasting Channel

Definition:

Owned media refers to any digital asset that a brand controls and is unique to its brand identity. This includes the company’s website, blog, social media profiles, and email newsletters. These channels are the digital soul of the brand, representing its voice, vision, and values directly to an audience. Owned media can be used to personalize the brand experience, build trust through consistency, and create a sense of exclusivity.

Characteristics:

  • Control: The most significant advantage of owned media is the level of control it offers. Brands can tailor their messaging, tone, and content to closely align with their strategy and audience preferences on a granular level. This level of control allows brands to create a more intimate connection with their audience, which can result in a higher level of engagement. Your brand is your company’s soul, and owned media allows you to bear your soul to the world on your own terms.
  • Cost-Effectiveness: Utilizing owned channels is generally more cost-effective compared to other media types. After the initial setup, the ongoing costs are relatively low, making it a viable option for businesses of all sizes.
  • Long-Term Value: Owned media assets can create enduring value for a brand. By consistently providing quality content, brands can build and maintain a loyal audience base, fostering long-term relationships.

Challenges:

  • Time and Resources: Developing and maintaining owned media isn’t exactly a walk in the park – it takes a lot of time and resources. You have to create content, manage your platforms, and always stay engaged with your audience. Let’s face it – it’s a full-time job!
  • Reach: The reach of owned media is typically limited to the existing audience base. Expanding this reach organically can be challenging and often requires the support of paid or earned media.

Paid Media: Boosting your brand’s reach

Definition:

Paid media involves investing in third-party channels to boost visibility and reach, a crucial component of a digital marketing strategy. This encompasses a variety of formats like sponsored posts on social media, sponsored articles in target publications, pay-per-click advertising on platforms like Google Ads, email list rentals to target audiences, and more.

Paid media is an effective way to promote your content and drive traffic to your owned media assets, but it comes with a cost. Make sure you have a strategy for investing in paid media that aligns with your business objectives and consider using a mix of owned and paid media to reach your audience.

Characteristics:

  • Immediate Impact: Paid media is known for its ability to generate quick results. Brands can see a significant increase in visibility and traffic shortly after launching a campaign.
  • Scalability: The scope and impact of paid media can be easily scaled. By increasing the budget brands can extend their reach and visibility to a larger audience.
  • Targeted Reach: One of the most compelling features of paid media is its targeting capabilities. Brands can use advanced tools to reach specific demographics, interests, and behaviors, ensuring that the most relevant audience sees their content.

Challenges:

  • Cost: The primary drawback of using paid media is its cost. Highly competitive keywords and ad spaces can be expensive, requiring a substantial budget for significant results.
  • Temporary Impact: The effects of paid media are often short-lived. Once the campaign ends, traffic and visibility usually drop back to pre-campaign levels.

Earned Media: The Power of Organic Endorsement

Definition:

Earned media is essentially free publicity gained through means other than paid advertising. It includes customer reviews, social media mentions, news coverage, analyst reports, and word-of-mouth recommendations. Earned media is a testament to a brand’s reputation and the quality of its offerings, contributing to organic traffic and reinforcing public relations efforts.

Characteristics:

  • Credibility: Earned media is often perceived as more credible than owned or paid media and can enable a deeper emotional connection with your audience. Being endorsed by third parties, such as customers or influencers, adds a layer of trust and authenticity.
  • Organic Reach: When content is shared or goes viral, earned media can achieve extensive organic reach, surpassing the capabilities of owned or paid channels.
  • Unpredictable Nature: The nature of earned media is inherently unpredictable. A brand can influence but not control what is said, how it’s shared, or its reception by the audience.

Challenges:

  • Lack of Control: Brands have no direct control over the message in earned media. Negative reviews or publicity can impact the brand’s image adversely.
  • Effort-Intensive: Consistently generating positive earned media requires continuous efforts in public relations, high-quality content creation, and building strong relationships.

Creating a Synergistic Media Strategy: Combining media forces for maximum impact

At OmniScale Media, we recognize the incredible power of integrating these different media types. For example, an infographic (owned media) can be amplified through targeted social media ads or a sponsored article (paid media), leading to shares and mentions (earned media). This synergistic approach maximizes reach and impact, balancing the dynamics between owned, paid, and earned media.

Our name ‘OmniScale Media’ isn’t just a label. It’s a reflection of our holistic, scalable approach to digital marketing. By expertly leveraging owned, paid, and earned media, we create comprehensive strategies that enhance brand presence and influence, always with an eye on ROI and performance marketing. Contact us today if your organization needs help.

Pin It on Pinterest