Owned, Paid, and Earned Media

Are you someone who is passionate about marketing?

You might have heard about owned, paid, and earned media.

Look around and see how businesses and brands get their customers.
Mostly through one or a combination of these three. In fact, the overlap is the most common scene.

Let me give you a snapshot view of these with an example.

My friend Prerna has a fashion line. She started this a few months back. She got some great feedback from her current customers and she wants to scale up.

Now, I have a creative marketing agency, beingplato digital.

She came to me with this idea.

We worked together and crafted a strategy.

Now, we created an e-commerce website, an Instagram page, a Pinterest page. And we started posting some super cool fashion stuff there.

Parallelly, we started writing few blog posts for her fashion audience and tips. We did some SEO to rank these pages on top of search results.

We have been doing this for some time.

After 6 months, during a casual conversation,
She said – ‘shall we run some ads to reach more of my target audience’

You know, I was all in. We started with social media ads.

We created few creative ads using my cool team here at beingplato. digital.
And we started running them on Facebook, Instagram.
And we set it in that way so that, the ads directed people to the website.

Meanwhile, one of Prerna’s customers, Shreya is The vogue magazine writer.

She loved the design and unique flavor, that she wanted to write an article on the fashion line.

Prerna got enthusiastic with all this.
This threshold broke when her Instagram posts started getting thousands of likes and +ve comments.

Also, rave reviews were frequent like how her designs are unique and perfect for people.

Now, coming back to the concepts. We have used all three in the above story.

Remember, we had created an awesome-looking e-commerce store, blog, and Instagram page. Prerna owns this. In short, she’s in control of the content/stuff here. This is owned media.

Also, we had run some social ads to reach more people.

We’re able to reach more potential customers. We ran some amazing ads to pique the interest of the target audience.

People checked out the ads and visited our store and bought some fancy stuff.
This is paid media.

Remember Shreya, the writer.

People saw the article Shreya has written, checked out our store, and became customers.

Also, we started getting rave reviews from our customers. People started sharing our posts, mentioned us in other posts, and so on.
This is earned media.

This is the best. Why? This is unbiased and stays for a very long time.

Now, if you look at the story, Prerna had done all three to build her business.

And that’s the best strategy if you like to scale fast and reach more people.
That’s exactly what businesses are doing.

Today, preference has shifted from paid to earned media. Is there anything better for your business than getting rave reviews from your customers.

The crucial point is that businesses need creative folks that can tell their story and connect with people.

Why?

Because ultimately your customers love you if they can relate to your story.
We, beingplato digital do just that.

I think you got a pretty good understanding of these concepts from the story.

I would love to know your thoughts.