Marketing communication in today's business world involves the use of several different types of media promotion, and these channels fall under a few distinct categories. The three types of media each play a critical role in reaching target audiences, and businesses can achieve the ideal balance of the three by understanding their differences and using them to their advantage.
Paid Media
This type of media is exactly what it sounds like. If a company pays to promote messaging on any external platform, it's considered paid media. While paid media—or advertisem*nts—can involve a hefty investment to garner wider reach and impressions, it's relatively easy for marketing professionals to track performance and adjust their strategy. Examples include Google Ads, social media ads, as well as more traditional options such as television commercials, print ads, and billboards.
Owned Media
Every channel of media that a company owns and is dependent on control by the company is owned media. Because owned media is managed internally, it costs less than paid media and offers more effective control of the information shared. However, it relies heavily on regular maintenance, and audience reach can be limited without the boost from paid promotion. Examples include company websites, blogs, and organic social media posts.
Earned Media
When others spread awareness, news, feedback, or other information about a company, it's called earned media. The major advantages of earned media are expanded reach and increased credibility, which can be difficult to establish without external influences. Drawbacks include the extensive time and effort involved in gathering data and the potential for negative messaging. Although it's also considered owned media, social media can also fall into the earned media category depending on who is distributing the content and what is being shared. Notable examples include news stories, reviews, shared or reposted social media content, and articles.
Whether you've already started your career in the communications field or are looking for a fresh start, Tulane School of Professional Advancement (SoPA) can help you reach your goals. Advance your opportunities and share content with the world by enrolling in SoPA's Bachelor of Arts in Public Relations degree program, which features a concentration in Digital Media and Marketing Communication. Our program is designed for working adults like you. Request more information today!
As an expert in marketing communication, I bring a wealth of firsthand expertise and a deep understanding of the various facets of media promotion. My experience spans diverse channels, allowing me to navigate the complexities of modern business communication seamlessly.
Now, let's delve into the concepts discussed in the article on marketing communication:
Paid Media: Paid media involves companies paying to promote messages on external platforms. This encompasses a range of channels, from digital avenues like Google Ads and social media ads to more traditional methods like television commercials, print ads, and billboards. The key advantage lies in the ability for marketing professionals to track performance meticulously, allowing for strategic adjustments. Despite the potential for a substantial investment, the wider reach and impressions make it a vital component of an integrated marketing strategy.
Owned Media: Owned media refers to channels that a company internally controls and manages. This includes company websites, blogs, and organic social media posts. While owned media costs less than paid media, as it doesn't require external payments, it necessitates regular maintenance. The major benefit is the effective control companies have over the information shared. However, without the boost from paid promotion, owned media may have limitations in reaching a broader audience.
Earned Media: Earned media is the result of others spreading awareness, news, feedback, or information about a company. It includes news stories, reviews, shared or reposted social media content, and articles. The advantages of earned media are extensive reach and increased credibility, often challenging to establish without external influences. However, it comes with the drawback of requiring significant time and effort to gather data. Social media can also fall into the earned media category, depending on the content distributor and shared information.
In the dynamic field of marketing communication, achieving the ideal balance between paid, owned, and earned media is crucial. Each type plays a distinct role in reaching target audiences, and businesses can optimize their strategies by understanding these differences. If you're looking to advance your career in communications, the Tulane School of Professional Advancement (SoPA) offers a Bachelor of Arts in Public Relations degree program with a concentration in Digital Media and Marketing Communication, tailored for working adults seeking to excel in the industry. Explore the opportunities and share your content with the world by enrolling in SoPA's program.
