In this article, we will mention three main media which are: owned media, paid media and earned media.
Each of them has different characteristics, qualities and benefits. However, when you manage to be part of all of them, you can say that you have a successful and sustainable business model.
If you use the B2B inbound marketing methodology , that is, between jamaica phone number data companies, you are probably already part of two of the aforementioned mediums, even without being fully aware of it.
On the other hand, if you invest in advertising on Instagram , you are now officially within paid and owned media.
So, through this article, we will explain more about each one, what they are, how to use them to your advantage and what benefits they can bring to your brand.
1 Types of media within digital marketing
1.1 1. Own means
1.2 2. Paid methods
1.3 3. Earned media
2 Benefits of different types of media in digital marketing
3 Disadvantages of each medium within digital marketing
4 How to choose the right media for my brand?
Types of media within digital marketing1. Own means
Owned media are those that you create, control and manage. For example, your website, your blog, your online store, your social networks, your customer service channels.
These are media where you create the content, you are in charge of the operations and functioning and you are primarily responsible for everything that happens in them.
In the case of your website, e-commerce, blog, etc., you not only create the content that users and potential customers will be able to see there, but you also have your own payment and contact methods, which are designed based on your target audience.
Elements like the language of the website, the colors, the resources, how user-friendly it is – all of this is designed specifically for your audience and is under your complete control.
On the other hand, we can mention social media. Even if you don't own the algorithm or the internal workings of the platforms, you can manage the content you publish and the interactions with your audience as you wish.
Beyond following the rules that social networks establish, you have a lot of freedom to generate and share the messages you want, add links to your website, find ways to get leads, etc.
It is important to mention that in the case of Facebook, for example, you even have the option of having your own store within the platform, so you can create a direct sales channel for free.
Finally, we can also mention email marketing, another means that, even when you use a mass mailing platform, you will also have full control over the content, statistics and results of your campaigns.
With these examples we make it clear that, even if you have tools or platforms external to you, you have full responsibility and control over what happens with your brand.
2. Paid media
As the name suggests, these media require a monetary investment. This is the case with paid ads, banners on websites, conventional advertising, etc.
Any medium in which you invest money, products or services to generate advertising will fall into this category.
Although social media ads and display advertising are probably the most widely used today, radio and television commercials still exist, as do newspaper ads or highway billboards.
The case of “influencers” also falls within paid media, since either with a direct payment or through exchange, you are investing part of your budget in being able to generate some profit through this person.
Even if your brand is present as a sponsor within an event, a concert or any mass movement, this is part of having a paid medium.
