The use of media such as Paid, Owned and Earned Media has become an integral part of every business’s marketing strategy. When combining them skillfully, businesses can double the effectiveness of their marketing campaigns. Let’s learn about the paid owned earned media model in marketing through the following article.

Paid, Owned, Earned media model

The Paid, Owned, Earned media model is a method of classifying communication activities in digital marketing into three main groups, according to the characteristics and level of control of the brand. This model helps brands build and implement effective communication strategies, optimize budgets, enhance reputation and interact with customers.

Paid media

Paid media refers to businesses paying to use media such as online advertising, television, radio, or social media platforms. Forms of advertising such as search advertising, display advertising, video advertising and social media advertising are often considered typical examples of Paid media.

Paid media has the following advantages:

• Immediacy: brands can reach target customers immediately, without having to wait for time to build and develop owned communication channels.
• Ability to control: brands can control the time, location, audience, content and budget of the advertising campaign, as well as measure and evaluate its effectiveness.
• Diversification: brands can use many different forms, channels and advertising tools, suitable to their goals and strategies.

Paid media has the following disadvantages:

• High costs: brands have to spend a large amount of money to maintain and optimize advertising campaigns, especially when competition is high and prices fluctuate.
• Low credibility: customers may not trust or pay attention to advertising content, because they know that it is a paid message to convey.
• Dependence on intermediaries: brands must comply with the regulations, policies and changes of intermediaries, which can affect the effectiveness and consistency of advertising campaigns.

There are many paid media tools that brands can use, depending on their goals, budget and audience. Some of the most popular Paid media tools are:

• Social ads: are forms of advertising posted on social networking platforms, such as Facebook, Instagram, YouTube, TikTok, etc.
• Search engine advertising (search ads): are forms of advertising displayed on search results pages of search engines, such as Google, Bing, Coc Coc, etc.
• Display ads: are forms of advertising displayed on websites, applications, or mobile devices, through advertising networks, such as Google Display Network, Facebook Audience Network, etc.
• Video advertising (video ads): are forms of advertising in video form, which can be broadcast on television channels, social networks, search engines, websites, applications, or mobile devices.

See more: The role of Promotion in marketing’s campaign

Owned media

Owned Media, also known as Proprietary Media, is a media channel that is completely owned and controlled by a business. Owned Media channels include websites, blogs, social networking sites, email marketing, mobile applications, etc.

Advantages of Owned Media include:

• Maximum Control: Businesses have complete control over the content, images and messages on their Owned Media channels, helping them build their brand image accurately and consistently.
• Direct Interaction: Owned Media channels allow businesses to interact directly and personalize messages for customers, creating a two-way communication environment and increasing connection opportunities.
• Cost Savings: Compared to paid media forms such as Paid Media, using Owned Media is often less expensive and requires low maintenance costs.

However, Owned Media also has some disadvantages such as:

• Needs Time and Effort: Building and maintaining Owned Media channels requires effort and time, from creating content to managing and updating information.
• Difficulty in Attracting a Large Viewership: While Owned Media offers flexibility and control, it is sometimes difficult to attract a large audience without the right advertising strategy.
• Limited Ability: Although the business controls Owned Media channels, the ability to reach a large and new target audience may be limited.

Owned Media Tools include:

• Website: A professional and attractive website is at the heart of the Owned Media strategy, providing information about products, services and support to customers.
• Blog: Blog is an important tool to share information, news, knowledge and experience of businesses with target customers.
• Social Networking Sites: Social networking sites such as Facebook, Instagram, Twitter provide opportunities for businesses to interact directly and share messages with the community.
• Email Marketing: Email marketing is an effective tool to send announcements, promotions and valuable content to target customer lists.

See more: Social media content plan for brand’s fanpage

Earned media

Earned Media are forms of media that businesses do not have to pay to use, but are created through the interest and interaction of the community or customers. This includes positive reviews, comments, article shares, and other forms of good speaking from users.

Advantages of Earned Media:

• Enhanced Credibility: Earned Media is often considered more trustworthy than paid advertising, because it is created through natural interaction from the community or customers.
• Cost Savings: Businesses do not have to pay fees directly to Earned Media, helping to save marketing and advertising costs.
• Natural Spread: Earned Media often spreads naturally and quickly through sharing from users, helping to create a natural spread for the business’s message.

Disadvantages of Earned Media include:

• Difficult to Measure and Control: Although it can create positive effects, Earned Media is often more difficult to measure and control than other forms of marketing.
• Uneven Feedback: Earned Media can generate both positive and negative feedback from the community, and negative feedback is not always easy to manage.
• Requires Time and Effort: Creating and maintaining a successful Earned Media strategy requires time, effort and commitment from the business.

Earned Media’s Tools include:

• Social Networks: Use social networking platforms such as Facebook, Twitter, Instagram to create interaction and sharing from users.
• Reviews and Comments: Facilitate customers to rate and comment on business products or services on review websites or forums.
• Promotions and Events: Organize special promotions or events to generate interest and interaction from the community or customers.

Examples of Paid, Owned, Earned media model

To illustrate the Paid, Owned, Earned media model, let’s look at some real-life examples.

• Burger King: Burger King is known for its direct competition with McDonald’s, another famous American fast food hamburger chain. Burger King used paid media to promote its “Whopper Detour” campaign. They run ads on Google, Facebook, and YouTube to encourage users to download their app and order a Whopper.
• GoPro: GoPro uses owned media to share engaging content with potential customers. They have a blog with articles about travel, sports, and other outdoor activities. They also have a YouTube channel with videos showcasing their products.
• Airbnb: Airbnb uses earned media to build trust and credibility with potential customers. They have a website with customer reviews of Airbnb properties. They also encourage customers to share their experiences on social media.

Paid, Owned, Earned media are three important types of media that businesses can use to reach potential customers and build brands. Businesses can combine all three types of communication to create an effective marketing strategy. The paid owned earned media model can contribute to doubling marketing efficiency for businesses.