Publishing

Day 3 :

Today I versed about  various media types which are useful to perform our marketing activities. These media groups are classified into three types,

• PAID MEDIA
• OWNED MEDIA
• EARNED MEDIA

The above figurative gives us an clear idea about the grooves fall into each of these groups.

PAID MEDIA :

Paid media is the simplest to understand of the three channels, consisting of any marketing that you pay for. Traditionally this would include TV adverts, radio spots, and print advertising.

Online, there are a few subcategories. Pay Per Click (PPC) adverts are a popular form of paid media. Search engine advertising is one of the most common forms of PPC. Advertisers can bid on keywords that will be displayed above the organic search results. As the name suggests, you pay every time someone clicks on the advert to be directed to your website. Social Media sites like Facebook, Twitter and LinkedIn offer advertising that could potentially help boost your content as well as your website. Using retargeting, Pay Per Click and display ads is an effective and more direct way to drive searchers to your owned media sites like your website, to help increase traffic and/or conversions.

OWNED MEDIA :

Owned media consists of the content you create and publish on a channel you own. One of the most common examples is a website, although blog sites and social media channels are other examples of owned media properties too.Owned media is primarily driven by your content marketing strategy.

               Providing valuable, educational content that is not overly self-promotional is the mainstay of owned media for many organizations. Promoting this content on social media is key to distributing it widely.

EARNED  MEDIA :

Earned media consists of all the content and conversation around your brand or product that has been created by somebody else and published somewhere other than your owned channels. It is gained as a result of your efforts in paid and owned. We can think of it as the amplification of your activity, as news sites and social media users pick up on your campaigns and help spread the word.

                 Earned media can include press coverage, social media mentions, shares and retweets, product or company reviews, and blog posts authored outside your company. Increasing the visibility and reach of your content through social media engagement will increase your earned media.