Apparently, online marketing is changing (again).
Over the last few weeks, I’ve chatted away here on the blog about everything from your website to social media, to search and very briefly paid ads.
What I haven’t really said outright is a good online marketing strategy would include a good mix of tactics – in a planned and considered way of course. Machine gun marketing never does seem to work.
Paid, Owned, Earned Media (POEM)
As I was flicking through various blogs and news sites drinking my coffee, generally relaxing when I saw a sidebar ad proclaiming that advertising as we know it is about to change…
It refered to a report from the Altimeter Group over on Slideshare about how brands must now combine their paid, owned and earned media.
The ad worked. I clicked, had a quick read and borrowed their image for this post (it’s over on Flickr).
And I’m sat here, finishing my coffee, wondering why this is new…
Perhaps I am over simplifying things, but haven’t the best marketing strategies always contained a mix of paid, owned and earned media – even before online marketing?
Companies have always advertised. They have their brochures, their newsletters and presentations. Their PR guys worked getting news releases out, organising interviews and generally influencing word of mouth.
Marketing has changed in scale, speed and cost. Oh, and the buttons we press of course.
As technology advances, it can be quite a challenge to harness channels for marketing and get the best results. But even the smallest of business shouldn’t put all their eggs in one basket and rely on one form of marketing – online or off.
Online, you need your owned media. On the simplest of levels that’s a website. Free sites or even a Facebook page or similar isn’t owned, merely rented.
Your own website is not enough if you don’t combine it with either paid ads or earned media – your social channels, the shares, the online word of mouth.
That’s not to say I didn’t like the report, there were some good examples in there. Small businesses don’t have the budget to combine paid, owned and earned media on the same level, but we can apply the concept. We already should be!
Am I over simplifying my thinking? I’d love your thoughts!
Combining Paid, Owned and Earned Media - A New Online Strategy? by Jan Kearney
Grab your guide to local search and learn:
- What elements are important on your website
- How to set up your Google My Business Local Page
- How Google Plus can help you zoom past your competitors
- Two things you should not neglect if you want to rank in the local search pack
- How to power past your competitors and dominate your area
Simply add your name and best email address in the box below and I'll whizz your report and worksheet straight over to you.
Don't worry, I hate spam too (probably more than you!) I'll never trade, share, sell, exchange your email address or any other jiggery pokery.
I think this model is flawed. Of course, that’s my opinion- and I could be wrong. But, I think that the value of earned media (a term I don’t like, but I am staying consistent with your post; I prefer consumer communication- encompassing clients/customers/competitors/allies in this bailiwick) are worth more than the other two. What we say- and we pay others to say is vital. But, hearing from consumers is the validation (or reprobation) by which we live or die.
Great post Jan