Owned, paid and earned media
Earned media, owned media and paid media are three fundamental concepts in a company’s marketing and communication strategy, each with different characteristics and purposes.
Earned media refers to the media coverage and exposure a brand earns for free through mentions, reviews and content generated by third parties such as journalists, social media users and bloggers.
Owned media encompasses communication channels that the company directly controls, such as its website, blogs, social media profiles and e-newsletters. Here, the brand has the power to create and distribute content at its discretion, establishing a unique and consistent voice.
Finally, paid media involves the purchase of advertising space, such as ads on television, radio, print media and digital platforms. Unlike earned and owned media, here you pay for visibility.
In short, earned media relies on organic and credible exposure generated by third parties, owned media focuses on channels directly controlled by the brand to spread its message, and paid media involves the financial outlay to gain visibility through advertising.
Each of these approaches plays a Korea Phone Number Data key role in a company’s overall communications strategy , contributing to brand building and audience connection.
Earned Media Features
Just as paid media and owned media USB Directory have their characteristics, so does earned media, because yes, they are strategies that you can carry out together, but knowing the qualities of each one can tell you which one suits you best in each situation, so we mention their characteristics:
1. Credibility and authenticity
It is considered credible and authentic because it comes from independent sources and is not controlled by the sponsored entity. Mentions and .
2. Organic reach
Reach is generated naturally through the dissemination of content by users, journalists or other media
3. Interaction and participation
It tends to involve the audience more actively, i.e. all the already satisfied customers. People tend to comment, share and discuss earned media content on social media, blogs and forums, which generates online conversations and increases visibility.
