Digital Media is rapidly increasing. Companies are working hard to produce new content that will reach a wider audience and capture new customers. However, not all content is created equal and is not optimal for each type of media marketing strategy. Let’s explore three different types of digital media, what they are, examples, and how to use them to your advantage. This post will give an overview of three types of digital media. There are 3 types of digital media-
- Paid media
- Earned media
- Owned Media
Paid media is what most people think of when they think about advertising. It is the most traditional of the three types of digital media – you pay to take advantage of an existing channel. Paid media allows you to reach a mass audience and focus on your content that would not be found otherwise. If you don’t rank on the first page of Google for an important keyword, then buying an Adwords ad for that keyword will give you ideas that you won’t get systematically.
The downside of paid media is that it attacks viewers with advertisements in almost every area of their lives, and looking at another ad may not elicit a strong response. But if used properly it can be a great way to attract new customers to your content. The goal of using paid media is to dramatically outperform the cost of dollars in advertising or promotion to value this reach.
Paid Media Examples
Examples of paid media include both offline and online channels. Some of them include the following:
Search Engine Advertising
Search engine marketing (SEM) allows you to strategically grow your business in a crowded and competitive market. With search engine ads with the right keywords and Quality score, you place your business at the top of SERPs when customers query the search engine.
SEM Ads Include
Cost-per-thousand impressions or cost per mile (CPM)
Google AdWords or Pay-Per-Click (PPC)
We cannot talk about online paid media without mentioning display advertisements. If you find a site with good traffic and ad placements that has an appropriate price, your retrying becomes a reality. The ads are popularly displayed through the following:
- Website sidebars
- Video ads
- Wallpaper ads
With the increasing popularity of podcasts, an ideal channel and audience to grow your business. All you need to do is research and learn to increase your advertising focus. Narrative shows are a great platform.
Social Media Advertising
Advertisements in social media target customers based on their experience and locations. This is why you see some sponsored advertisements and feed with different products. It is quite inexpensive and allows pay per click. This is awesome in both offline and online businesses. Alone, or with a marketing agency, Pinterest, LinkedIn, Facebook, Twitter, and TikTok is highly effective social media platforms.
You can watch a video ad while streaming videos in your favorite places. This is common on YouTube. Alternatively, brands can take advantage of high-traffic websites that allow video ads.
These are the offline advertisements that you see around you. These include postcards, magazines, newspapers, billboards, hoardings, posters, etc. However, when properly placed, print advertisements are relatively expensive due to their involvement in the production process.
Earned media is also referred to as “online marketing of mouth marketing”. This includes SEO rankings, mentions on social media, and third-party content. Your customers become your promotional channels. Earned media is independent, acquired by good strategic practices on social media and SEO, as well as good PR practices. You cannot buy good opinions and reviews online, which is why it is called “earned” media and you have to work for it.
Sometimes that work can be quite difficult, especially if your business is in a highly competitive field. But it can be quite effective due to its biological nature. It is more reliable than a paid advertisement – more people will hear about the support of a real person. Earned media can be problematic because you do not control it, and sometimes your stakeholders have negative opinions about your service. However, word of mouth is a major sales driver, so the cultivation of earned media is very meaningful.
Earned Media Examples
Some examples of earned media are:
Review forums show word of mouth from previous customers. Every company wants to share positive testimonials and reviews to show how reliable the market is.
Social media is an amazing earned media platform. Here, companies repost, mention, and like to reach many potential customers. When ownership and payment combine with media, you get to increase leads. Suppose you share your blog post on Facebook, then sponsor the post. This is a win for all three types of media.
Advertisements will have to be paid instead. Good and well-optimized content will position you on the top SERPs pages. This creates SEO-earned media because you are not paying to get organic results. SEO cannot pay in a day but is worth it in the long run. This is because it takes time to rank. If you use it with proprietary or paid media, it is a game-changer in modern marketing.
Owned Media allows any media to be directly controlled by your brands, such as your company’s website, blog, or social media account. Everything you publish on this channel is yours, and you can customize or change the content as per your requirement. The cost of promoting your company on your Twitter account is much lower than promoting with AdWords advertising. Owned media builds your existing relationships with customers and also attracts prospects who are ahead in the decision process.
When your audience interacts with your media properties, they are often ready to explore your content – if someone likes a blog post on your website, they can see your company’s capabilities. Owned media also has the benefit of longevity. Ads will only run for such a long time, but as long as it remains active and updated, your website will continue to attract customers. The downside is that there is no guarantee. You can create high-quality, well-branded content, and only a few people visit your site every week.
Owned Media Examples
Here are a few examples of owned media:
Email marketing is owned by the media because the company owns the email content and the list. Whether you pay a provider or not. Since emails are targeted to specific individuals, it is possible to connect with other media through blogs and affiliate links
Social media platforms are part of proprietary media and are very good when handled well. Allows recognition with billions of active users worldwide and from all target audiences. Social media posts on Facebook, Instagram, Twitter, and YouTube are game-changers because they allow users to comment, share and retweet.
Blogs (Content Marketing)
Through content marketing, it is possible to engage your audience. Good content takes your brand to a higher position and outperforms your competitors because the content is king. For example, useful blog content delivered in a conversational tone stimulates the reactions and engagements of the target audience.
Types of Digital Applications
The purpose of the brand awareness application is to attract a large number of users and increase the number of visitors or followers.
Performance Digital Applications
With performance applications, customers increase sales, reach a higher ROI, etc.
Mixed Digital Applications
Mixed digital applications simply have both goals. Attract users and create better business results.
These three types of digital media each have their advantages and disadvantages, which is why they should not be used in isolation from each other.
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