Paid, owned and earned are three well-worn terms in marketing. Often marketing budgets are very tight and it can be hard to pick and choose which areas to pour your limited resources into.
We’ve seen this happen time and time again. Due to time and lack of knowledge, marketers put all their resources into a single area such as pay-per-click. But this strategy is doomed for failure.
When examining your businesses media strategy it is crucial that you understand the three previously mentioned channels. Those you own (e.g. your website), those you pay for (e.g. advertising), and those you earn (e.g. social media).
The best results comes from integrating
the three approaches to create a wholesome marketing campaign.
Paid media is where your company pays for visits to your owned media channels and also to create earned media activity. It covers things such as Pay-Per-Click, Retargeting, senegal whatsapp number data 5 million Paid Social and Display Advertising.
Currently the hottest new form of paid media is retargeting. Retargeting allows your ad to be displayed only to those who have already identified themselves as interested in your product by visiting a certain page of your site.
These channels are good to use as part of a larger marketing strategy or for a short-term boost in visitors. However, they should not be used as a stand-alone tactic. Solo, this channel will merely lead to a drying up of visitors as soon as you stop paying for advertising.
This is the most difficult channel to master
but is the most rewarding. It involves customers lling the improved customer service: top 6 tools for success channel with their own activity, word of mouth, tweeting, reposting, linking and spreading canada cell numbers your brand and its qualities.
The aim is to use a successful and coordinated paid and owned media strategy to create an effective earned channel. If your product or services are of the quality you believe them to be and your customers agree, they will share your message for you. Here are a few earned media methods:
Search Engine Optimisation (SEO)
If your owned media strategy is effective, traffic from organic search should come naturally and you will rank higher as a result.