POE

Paid Owned Earned

A framework used in marketing and advertising to categorize different types of media and content strategies. Here’s how they break down:

1. Paid Media: Refers to any marketing effort that requires payment to feature your brand on external websites and networks. Examples include pay-per-click advertising, display ads, social media ads, and sponsored content.
2. Owned Media: This encompasses any communication channel or platform that the company controls. This includes the company’s website, blogs, email lists, and social media profiles. The key advantage of owned media is complete control over the message and presentation.
3. Earned Media: Unlike paid and owned media, earned media is not directly controlled or paid for by the company. It includes publicity gained through word-of-mouth, buzz, reviews, news coverage, comments, and other methods outside of paid advertising. Earned media is essentially online word-of-mouth and can include content you’ve contributed to other websites, PR work you’ve done, and the discussions people are having about your brand on social media.

Each type of media plays a vital role in a comprehensive marketing strategy:

• Paid media serves to promote content to drive earned media, as well as direct traffic to owned media properties.
• Owned media is essential for developing brand presence and providing valuable information to audiences.
• Earned media is a powerful endorsement for the brand since satisfied customers or opinion leaders voluntarily give it and can significantly extend the reach and trustworthiness of the brand.

Incorporating all three media types in your marketing strategy can help achieve a balanced, effective approach, enhancing visibility and growth.

• Abbreviation: POE
• Source: What is POE?