POE

Paid Owned Earned

POE is the acronym for Paid Owned Earned.

A framework used in marketing to help brands allocate their resources across different channels and create a more balanced and effective media mix. By leveraging paid, owned, and earned media in a strategic way, brands can maximize their reach, engagement, and impact on their target audience.

Paid media refers to advertising channels that require payment, such as display ads, social media ads, and search engine ads.
Owned media refers to marketing channels that a brand owns and controls, such as their website, social media accounts, email newsletters, and mobile apps.
Earned media refers to media exposure that a brand earns through publicity efforts and word-of-mouth, such as media coverage, social media mentions, and customer reviews.

Abbreviation: POE

It all started as a book club.

Yes, I’m serious. I started my work on the web more than two decades ago. My first site was Helping Hand, which curated the best sites from around the web to help people with their computers and navigate resources on the Internet. Years later, I sold the domain to a company that helped folks quit smoking, one of my first big contracts.

I began blogging on Blogger and waxed poetic about everything from politics to Internet tools. I was all over the place and mostly wrote for myself – without much of an audience. I belonged to a Marketing Book club in Indianapolis that quickly grew out of control. Over time, I discovered that more and more of the group were coming to me for technology advice. The combination of my technology background and my business and marketing acumen was in high demand as the Internet rapidly changed the industry.

After reading Naked Conversations, I was motivated to better brand and control the content on the site. I also wanted more control over the look and feel of my blog, so I moved to my domain in 2006 and built my first WordPress site. Since I was focused on marketing technology, I didn’t want the domain with my name to get in the way, so I moved the site (painfully) to its new domain in 2008 where it’s grown ever since.

The Martech Zone is owned and operated by DK New Media, LLC, a company I started in 2009. After working with virtually every major online marketing department in my tenure at ExactTarget and launching Compendium, I knew there was a great demand for my expertise and guidance within such a complex industry.

DK New Media oversees my consulting, publications, podcasts, workshops, webinars, and speaking opportunities. Highbridge, my agency with two other partners, helps companies maximize their investment in sales, marketing, and related products. We offer integration, migration, training, strategic consulting, and custom development.

Thank you so much for your support over the years!

Douglas Karr
CEO, DK New Media

Paid Owned Earned

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What is POE? Paid, Owned, Earned… And Shared… and Converged Media

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