Digital media can be broadly divided into three categories: static, interactive, and streaming.
Static digital media includes things like websites and social media posts that are not meant to be changed or interacted with after they are published. Interactive digital media includes things like games and apps that allow users to directly engage with and manipulate the content. Streaming digital media refers to video or audio content that is delivered in real-time, like a live broadcast or a video chat.
Earned Media
Earned media is any type of publicity that is gained through word-of-mouth or other organic means, rather than paid advertising. In the digital age, earned media has taken on a new meaning, as social media and online reviews have given customers and consumers a platform to share their experiences with businesses and brands.
While businesses can (and should) actively encourage customers to share their positive experiences online, at the end of the day it’s the quality of the product or service that will determine whether or not people are willing to recommend it to others. That’s what makes earned media so valuable – it’s a true reflection of customer sentiment, untainted by marketing messages or paid placements.
The power of earned media was put on full display during the 2016 US presidential election, when then-candidate Donald Trump capitalized on free publicity from cable news coverage and social media buzz to win over voters. In contrast, his opponent Hillary Clinton relied heavily on paid advertising but struggled to generate as much excitement (or positive sentiment) organically.
Types of Earned Media
There are many different forms that earned media can take in the digital age.
Owned Media
Digital media comes in many different forms, and each one has its own advantages and disadvantages. Here are three of the most common types of digital media:
1. Owned Media
Owned media is any kind of digital content that you create and control yourself. This could be anything from a blog post to a video to a social media update. The advantage of owned media is that you have complete control over the message and how it’s delivered. You can also use owned media to build an audience or following for your business or personal brand. The downside is that it can take a lot of time and effort to produce high-quality content, and it may not reach as many people as paid or earned media.
2. Paid Media
Paid media is any kind of digital advertising that you pay for, such as banner ads, Pay-Per-Click (PPC) ads, or sponsorships. The advantage of paid media is that it can reach a large audience quickly and effectively. The downside is that it can be expensive, especially if you’re running a PPC campaign; plus, people are often more likely to tune out paid advertising than they are other forms of content.
3. Earned Media
Earned media refers to the publicity your business or brand gets from third-party sources, such as news articles, blog posts, social media mentions, etc. It’s essentially free marketing-and it can be extremely valuable since it comes from a credible source outside your company. However, because earned placements aren’t under your direct control like owned & paid placements, there’s always some risk involved. For example, if someone writes a negative review about your product on their blog, you’ll have little power to remove it. Conversely, a piece of outstanding earned media could generate lots of positive attention & traffic for your business.
Paid Media
One of the most important aspects of paid media is choosing the right platform to advertise on. This will depend on your target audience and what type of product or service you are promoting. For example, if you are targeting millennial women, Instagram would be a good choice. If you are trying to reach small business owners, LinkedIn would be a better option. The key is to select the platform where your target audience is most active.
Another important consideration for paid media campaigns is budget. You need to determine how much you are willing to spend on each ad before you begin placing them. Keep in mind that some platforms will charge more per click than others. Once you have set your budget, stick to it so that you don’t overspend on your campaign.
Christine
Christine is a content and visual marketing specialist with more than 10 years of experience crafting content that engages and informs her audience. She has a keen eye for detail and a passion for creating beautiful visual displays that capture her audience's attention. Christine has worked with a variety of brands and businesses, helping them to communicate their message effectively and reach their target audience. She is a skilled writer and communicator, and a strategic thinker who is always looking for new and innovative ways to engage audiences.