Sun. Apr 21st, 2024
earned media

To make a digital advertising strategy, you have to build a digital ecosystem where messages and content interact with each other through different channels. These kinds of media are called “owned,” “earned,” and “paid.”

The key to a good digital advertising strategy is to find these channels and use them together. So, I’ll tell you what each one is made up of and how you can use it.

What does “digital ecosystem” mean?

A digital ecosystem is a tool for digital marketing that combines technology and society to look like a social ecosystem. It gives you a better idea of how the different parts of a brand’s digital advertising strategy work together. Among its pros are the following:

  • It makes it faster to get a product on the market.
  • It makes the product or brand more valuable.
  • It helps the company stand out from the competition in a better way.
  • Increases how well digital advertising campaigns work.

Owned, earned and paid media.

Owned media

These are the media that the brand “owns” in whole or in part. They require a constant effort to create own content to build and keep the brand’s reputation and to help people remember the brand. Some proprietary media are:

  • Website.
  • Blog.
  • Specialized directories don’t have spaces.
  • Profiles and pages on social networks like Facebook, Instagram, and LinkedIn.
  • Channels on sites like YouTube, Spotify, and Apple Podcast.
  • Newsletters on the computer.
  • Use your own apps.
  • Own events.

Maintaining your own media takes a lot of work, but it also means that you can show controlled content, interact directly with your audience, and get better results in the medium and long term.

Paid media

As the name suggests, these are online or offline media or channels that don’t belong to the brand but in which it invests as part of its digital advertising strategy. The goals are different:

  • Bring people to a website.
  • Spread the word about the brand or campaign.
  • Bring more attention to a brand or product.
  • Make the database bigger.
  • Make people want to buy a product or service.

Paid media tend to work better in the short term and give you more control over visibility and how you reach different groups of people. But they are also the least likely to be true.

Earned media

On the other hand, earned media are interactions that happen because of the brand’s own and paid media efforts. They include traditional word-of-mouth recommendations, mentions in the media, invitations to other places, unpaid user reviews, and any mention or interaction with the brand in social networks or other digital spaces.

Earned media can be great for getting people to notice and remember your brand, but you can’t control it, so you have to keep an eye on it all the time. A reputation crisis can happen if a wave of bad news starts to spread.

Why is it important for owned, earned, and paid media to work together?

Owned, earned, and paid media all need to communicate with each other. Not only must they speak languages that match the brand, but they also need to help each other out. This means that content on owned media will be driven by paid media, which will bring trust and reputation, and visibility will come from earned media.

Case of Netflix

Netflix is a good example of media that is owned, paid for, and earned. Taking the brand apart, we have the following:

Owned media.

Netflix’s website, social media profiles (which are based on where you live), and apps.

Paid media

You have probably seen ads for Netflix on Google Ads, Facebook Ads, and even YouTube Ads. Those are paid news sources.

Earned media

Most of the time, these are reviews of the content you stream or of the streaming service itself. Just type “Netfli” or “Netflix” into the search engines of the media or platforms, and references to the streaming platform or the content it shows will show up. There are, of course, more complicated ways to find and measure these things.