earned media
earned media

A brand stands a chance of reaching its prospects by using the relevant channels. Knowing the right type of digital media to use for different audiences helps disseminate information about a brand and its services. 

The goals of digital marketing include creating content, brand building, and engagement generation. But to achieve these objectives, a business should first have a presence in the market.

In the process of creating a presence, knowing and understanding the different types of Digital Media is critical. This knowledge paves the way for better brand-customer communication. And that results in the brand expanding its operations.

What Are the 3 Types of Digital Media?

The three types of digital media include;

  1. Earned Media.
  2. Owned Media.
  3. Paid Media.

Earned Media

When customers in the online environment talk about a brand and its outstanding service, this  is an example of Earned Media.

Whatever action or strategy the brand uses triggers comments from customers and prospects. Thus a brand becomes popular because of its actions. 

Earned Media is one of the best types of digital media, because in this case the brand generates organic traffic.

An essential tool worthy of remembrance is good SEO practice. A search engine optimization is quite a lot of work, but it is rewarding since with it a brand stands a chance to appear on Google’s first page results.

That makes the brand visible thanks to adjustments in their blog posts and a brand’s webpage.

Other ways a brand can generate media with clients chatting about the business on social media or websites include;

  •       The brand is active on social media.
  •       The company is stimulating interaction on the various media platforms.
  •       The brand is implementing good strategies for content marketing.

Simply put, Earned Media is all about customers and prospects’ opinions on a brand. Good opinions and the organic traffic generated is the result of a company’s hard work. Earned Media does not come from a company investing money for the same purposes.

Owned Media

Owned Media are channels that a brand owns permanently. In this case  the brand keeps the channels and uses them to create content talking about its products and services. These channels are also valuable for client and prospect engagement and education. Owned Media is also informative, as it acts as the voice of a brand. 

These channels are whatever a brand uses to promote its products. They include;

  •       Website blogs.
  •       Social media pages.
  •       YouTube channels.

 Also, under Owned Media a brand does not pay other companies for their business’ online promotion. Rather, it focuses on result measurement and content quality.

Paid Media

Paid Media is perhaps the most common type of digital media. It is all media that a brand pays to have its products and services and campaigns spread. Under Paid Media, the brand’s goal is to reach a wider audience. That works to make the brand popular.

 The different types of Paid Media include;

  •       The links that a brand drives on social media.
  •       Ads on web pages.
  •       Google AdWords.

Amongst the most effective strategies to market your company on the internet is through Paid Media. It is, however, essential to consider moderation since prospects may get uncomfortable.

 Companies can use the three types of digital media to reach their audiences effectively. The correct use of the different types will yield positive results.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.