The word digital marketing gets thrown out a lot. We use it interchangeably when speaking about social media targeting, website creation and anything related to advertising on the world wide web, really. As was mentioned in Val’s article: digital marketing, real talk, digital marketing has more to do with marketing in the digital world rather than a new way of marketing all together. Basically, digital marketing is still about advertising, except new channels have emerged.
There are many ways in which we can split the way you navigate through the world of digital marketing. Personally, one of the easier ways to understand it, is to go through the tactics first followed by the channels relating to these tactics. So what are the 3 marketing tactics?
Owned Media: is any web media you OWN. More often than not it id YOUR website. Owned media could also extend to social media pages or blog sites that you have full control of.
- Main benefit: Full control of brand image and content.
- Main downside: Lack of credibility, because its coming from your company
Earned Media: Earned media is essentially the internet’s word of mouth. If your company got any shout outs on Forbes’ article or a key influencer has mentioned/blogged about your product WITHOUT your company paying it – that’s coverage you have EARNED. In non-digital slang, this could simply mean good (or bad) PR.
- Main benefit: Authenticity and credibility, because it’s coming from a third party
- Main downside: Negative coverage. You can’t control what others say about you.
Paid media: anytime a brand pays to leverage a channel, be it paying influencers to talk about your brand or paying to boost a social media post – that’s paid media. Other examples could include: sponsorships, display ads and SEO (paid search).
- Main benefit: Scale and control of content.
- Main downside: Trying to break through the clutter.
All three elements of owned, earned and paid media are essential to ensure effective marketing in the digital world and each have a halo effect on the digital strategy as a whole.
‘Till next time,