In today's digital age, businesses are established and grown with robust and smart digital marketing strategies. If you don't plan your digital marketing campaign, you are unable to generate engagements, and that means your business has fail.
When digital media is facilitated through the right channels and converting content, it enable brands have their presence everywhere. With the media popularity, it’s possible to reach out to a lot of people and spread converting words about the business .
There are three types of digital media, they are paid media, owned media and earned media
PAID MEDIA
Paid media is very popular, as we all know. It is all about the marketing channels in which a brand invest in order to attract audiences. It is recommended for both new and existing businesses because it aims at increasing the audience for their brand, and helping new brands to build a client base, while existing businesses benefit from retargeting.
If your brand is in search of a channel that is not difficult to monitor, control content, and monitor progress while ensuring instant returns, consider embracing paid media.
It even converts better when combined with other digital media, because you are able to target high paying clients. How much it costs, depends on your preferred channel as well as the duration of your advert.
To get the most out of paid media, you need to get on channels where you get value for your money and have professionals setup your advert.
Examples of paid media include,
-Search Engine Ads
-Display Ads
-Podcast Ads
-Social Media Advertising
-Video Ads
-Radio Ads
-Print Ads
OWNED MEDIA
Owned media is basically what your brand owns and controls. And that does not necessarily mean you own the platform, rather your business control accounts through which they publish contents about their services and products.
It means you are not paying anybody to do the job for you. However, you need competent and dedicated owned media team to take up the responsibility. With free social media accounts and moderately priced domain and host for your sites, you are set.
Apart from pushing the products to the buyer, owned media need to concentrate on maximizing client’s value and benefits from the brand. It is very easy to know how your media performance with tools like Google Analytics.
Because it is business-owned, there is absolute control of the channels, minimal operation costs, and the opportunity to publish and edit the content completely, which increases client confidence and guarantees lead and engagement .
Examples of owned media include,
-Email Marketing
-Social Media
-Blogs (Content Marketing)
-A Company Website
EARNED MEDIA
Earned media is whatsoever content or mention, which comes from a different entity to benefit your brand. While majority of it is voluntary, some demand that you spend a significant amount of money.
For example, likes and comments on your post come for free. All you have to do is publish relevant content and share it broadly. Earned media will add to your brand reach, credibility and reputation. Your brand requires this loyalty and the trust from earned media to obtain leads, sales and relevance.
Examples of owned media include,
-Social Media
-Search Engine Optimization (SEO)
-Free Media Publicity
-Word-of-mouth Marketing