Did you know that 61% of people now use an Adblocker tool when surfing on the Web?
People are tired of being bombarded with s that are in front of their face and that are irrelevant.
They crave high quality, engaging content - things they are willing to share, comment on, like or write in turn is good for their search strategy (SEO).
Additionally, a Nielsen study recently found that approximately 83% of people report that they trust the recommendations of friends and family totally or partially. These shares and likes are important recommendations for your content.
If paid media is the most instant solution for brands to get eyeballs and conversions, then we can look at earned media as a long term strategy with bigger payoff.
In this column you will find four different types of media won - and who does it well - to inspire your own content marketing definitions of paid, earned and owned media in case some of them you would be new faces in the world of digital marketing.
Types of Media in your Marketing Mix
Paid media is exactly how it looks; it is a media or content that you promote or sponsor to increase awareness, traffic and conversions for your target mark .
Paid media types include:
- Display ads .
- Search engine marketing (SEM).
- Social Media Advertising (Social PPC).
- Video Ads.
- Radio Ads.
- Podcast Ads.
- Advertisements and sponsored content.
Owned media is the content that your brand runs on its own properties. These elements are like:
- E-mails .
- Direct mail.
- Social media profiles.
Acquired media is come in
Examples of media won:
- A blogger or an individual writing about your product.
- A blogger or an individual posting a video about your product or service (think unpacking unpaid or solicited videos).
- When the press mentions your brand in an article.
- Customer reviews on Google My Business, Facebook, Yelp and other platforms.
- Word of mouth (WOM) marketing ( if done throughreferral marketing, influencer marketing, or affiliate marketing).t a type o f earned from the media, it can also be paid and owned.
Thrive Causemetics | Publication review
Thrive Causemetics is a cosmetics and skin care company founded in 2015. According to the website, for every product purchased, they donate "to help a woman get better. 'bloom' and, in 2020, gave back to more than 200 non-profit organizations.
Their base (pun intended) is already solid. They have a great line of products that also contribute to the common good.
If you're on social media, you've probably met them at some point.
You will find like an unpaid .'they don't have an affiliate program, they have a referral campaign.
Just on Instagram only, if you search [site: instagram.com + "Thrive causemetics], you will find over 148,000 results for that search term alone.
Additionally, you will see several unpaid articles written about them. Yes, these posts "may get a commission" but they also have a reputation to protect.
There is nothing of such that an online publication chooses your product and talks about it. This type of street cred is huge ensus.
Also, do another simple search on [Hilary duff thrive cau semetics] gives nearly 6,000 results.
Fabletics X Tess Christine Contest | Influencer Marketing
Here is another brand that does exceptional things with earned media.
Fablet ics is a sportswear company for men and women. They have a subion-based business model and see social media engagement as one of their key KPIs.
At the start of the pandemic, Fabletics partnered with an influencer named Tess Christine ( @ tesschristinexo ).
The brand was offering a $ 500 gift card, and Tess followers were encouraged to tag three of their friends on one of her Instagram posts in order to enter the contest.
Well the results have been huge for the brand. The post received over 40,000 likes et over 2,000 comments.
Brands like Blue Apron and Adidas are increasingly working with influencers to expand their brand reach and engage new demographics for their brands.
Check out Top 5 Influencer Marketing Tools to Get the Most Out of It Influencers Find out more.
Dogecoin x Marques Brownlee | Video Product Reviews
Brands Brownlee has a YouTube channel with
He has over 13 million subscribers and 2,434,833,787 views on his channel (at last count). you know that any product review will attract a lot of attention. Some product reviews are sponsored, while others are not.
February 15, 2021, Marques Brownlee posted a target Dogecoin video , a crypto- coin invented by software engineers Billy Markus and Jackson Palmer.
The video has over 2 million views, over 12,000 comments and 118,000 likes.
Instant Pot | Online Reviews
Before influencer marketing, brands usually had to spend a lot of money to get their product seen.
The founders of Instant Pot had a different idea.
In 2010, this solid cooking product was developed to speed up slow cooking times, so anyone can cook a chicken breast in about 10 minutes.
While Instant Pot didn't have huge sales early on, the brand knew they had a great product that would hook users once they saw it. in action.
The sameyear, Instant Pot began to develop the brand recognition and online exposure of food bloggers and customers.
While they could have invested a budget in paid, the founders knew word of mouth could be much more lucrative and powerful and found ways to get them to talk about quality Instant Pot.
Moreover, they would also implement giveaways and contests to attract additional new users.
If you head to Facebook, you can see hundreds of Facebook pages dedicated to Instan t Pot. Their main group page alone has over 3 million subscribers.
As you can see, earned media is a very profitable tactic to get your brand seen, and also generate additional revenue.
What other brands have you seen putting on implementing winning media focused marketing tactics?
All screenshots 'screen taken by the author, March 2021.