When you boil the digital marketing mix down to its simplest form, every marketing team is tasked with defining, aligning and refining opportunities across paid, owned and earned media. Viewing the marketing mix from this vantage point can help to break down silos and focus marketers on a more integrated, customer-centric approach.
Let’s take a closer look at this trifecta, and how email figures into it:
PAID MEDIA -- primarily focused on awareness and acquisition, leveraging the broad reach of paid elements, such as display, search, direct mail, TV, radio and more. These paid media elements typically target new acquisitions that may not be as familiar with your company/brand in an effort to garner attention and begin building a relationship with them.
OWNED MEDIA: Once consumers transition into consuming owned media elements, they’re engaging with channels like your web site, blogs, email, mobile applications, physical stores, social and community venues and more. Owned media is the media mix typically managed by marketing and customer-focused teams. There is more control in this zone, and paid media is often used to drive consumers to these owned media experiences.
EARNED MEDIA: Comprises valuable marketing impressions generated from an established customer or community base. These earned impressions may be focused on word-of-mouth experiences and include content in blogs, forums, social shares, reviews, recommendations and PR media pick-ups. Earned actions are driven by loyalty and advocacy, representing third-party social credibility.
Putting Paid, Owned and Earned into Integrated Action
Each of these marketing areas performs best as an integrated element optimized to drive consumer action across channels. Ask your marketing team to review initiatives across the mix and explore opportunities where initiatives will:
Let’s analyze a typical promotion (in which we were not involved) -- a sweepstakes for online real estate database Zillow -- to illustrate some ways to boost performance across paid, owned and earned media:
With a bit of dot-connecting during the marketing planning process, you can enhance results and get more in tune with the cross-channel consumer. So, look for the opportunities to integrate elements across the paid, owned and earned media mix and reap the benefits of a marketing performance boost!