Earned media
Earned media refers to publicity gained through promotional efforts other than paid media advertising, which refers to publicity gained through advertising, or owned media, which refers to branding.
Background
There are many types of media available to online marketers and fit into the broad categories: owned, paid, and earned media.Owned media is defined as communication channels that are within one's control, such as websites, blogs, or email. Paid media refers mostly to traditional advertising.
Earned media cannot be bought or owned; it can only be gained organically, when content receives recognition and a following through communication channels such as social media and word of mouth. Earned media often refers specifically to publicity gained through editorial influence of various kinds. The media may include any mass media outlets, such as newspaper, television, radio, and the Internet, and may include a variety of formats, such as news articles or shows, letters to the editor, editorials, and polls on television and the Internet.
Examples
Many consider earned media to be the most cost-effective method of marketing. As a result, many companies are investing in earned media. The increased use of earned media is converging traditional owned and paid methods of marketing.Type | Definition | Offline Examples | Online Examples |
Paid | Media activity related to a company or brand that is generated by the company or its agents |
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Owned | Media activity related to a company or brand that is generated by the company or its agents in channels it controls | ||
Earned | Media activity related to a company or brand that is not directly generated by the company or its agents but rather by other entities such as customers or journalists |
Examples:
- On March 6, 2012, Dollar Shave Club launched their online video campaign. In the first 48 hours of their video debuting on YouTube they had over 12,000 people signing up for the service. The video cost just $4500 to make and as of November 2015 has had more than 21 million views. The video was considered as one of the best viral marketing campaigns of 2012 and won "Best Out-of-Nowhere Video Campaign" at the 2012 AdAge Viral Video Awards.
- The Big Word Project, launched in 2008, aimed to redefine the Oxford English Dictionary by allowing people to submit their website as the definition of their chosen word. The project, created to fund two Masters students' educations, attracted the attention of bloggers worldwide, and was featured on Daring Fireball and Wired Magazine.
- In mid 2016, an Indian tea company has delivered 6,000 tea bags to Donald Trump and launched a video content on YouTube. and Facebook. The video campaign become an award-winning content marketing and received various awards including most creative PR stunt in Southeast Asia after receiving earned media values like 52000+ organic video shares, 152000+ engagements in online communities, 3.1M video view in first 72-hour and hundreds of traditional publication mentions across 80+ countries.
Impact
Both traditional earned media and social earned media have been found to
increase sales, with social earned media having the greatest impact.