Updated: Aug 16, 2021
There are three types of media you'll be leveraging in digital marketing: Paid, owned, and earned.
- Paid: When we talk about paid media, we're discussing about anything that you have to pay for, and this will include channels like pay-per-click ads, affiliate marketing, and display marketing.
- Owned: Owned media refers to channels that you have direct control over, such as your website, customer list for email marketing, and possibly a blog that you host.
- Earned: The world of organic mentions is known as earned media. This is a collection of social media posts made by others. Mentions on third-party blogs, as well as any articles about you.
All of this adds up to the earned media channels. All of these channels can now overlap, just as a user's interactions with other users do. If you're promoting posts on social media, for example, it can be a paid channel. If you're publishing a post, you'll have an owned channel, and if you're getting interactions and mentions from others, you'll have an earned channel. These elements combine to form the foundation of digital marketing.
These media types exist in traditional marketing as well, but personalization gives us a huge advantage in digital marketing. We can speak directly to the consumer by tailoring our message to them because we have a deep understanding of our audience. As a result, it's critical that you approach each channel with this in mind. The term "mass market" now refers to the polar opposite of personalization.
Let's say you're in the business of selling mattresses. If you wanted to use traditional paid media, you could place an ad in the local newspaper. Some of the people who read it may be in the market, but the majority aren't. In digital marketing, you're creating a highly targeted ad that targets people looking for a new mattress. In marketing, there are always exceptions. But, for the most part, remember to evaluate how you're using personalization to your advantage as you consider where to market digitally. Don't approach digital marketing as if it were a mass marketing campaign.
Source: Linked Solution