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.
TypeDefinitionOffline ExamplesOnline Examples
PaidMedia activity related to a company or brand that is generated by the company or its agents
  • Display/banner advertising
  • Search advertising
  • Social network advertising
  • Electronic direct mail
    • OwnedMedia activity related to a company or brand that is generated by the company or its agents in channels it controls
  • Retail in-store visual merchandising or displays
  • Brochures
  • Company press releases
  • Company/brand website
  • Company/brand blog
  • Company-owned pages/accounts in online social networks
    • EarnedMedia 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
  • News media coverage.
  • Traditional publicity mentions in professional media outlets
  • Ratings and reviews in Traditional Media Outlets
  • Consumer-to-consumer WOM conversations about products, including advice and referrals
  • Consumers showing or demonstrating products to each other
  • Traditional publicity mentions in digital media outlets
  • Online WOM referrals
  • Post in online communities or social networks
  • Online ratings and reviews
    • The increasing use of earned media has provided marketers with new ways in which to interact and engage their customers. These innovative approaches are replacing traditional marketing methods such as email and banner ads, and provide innovative methods to find, optimize, and measure return on earned media investments.
    Examples:
    A Nielsen study in 2013 found that earned media is the most trusted source of information in all countries it surveyed worldwide, and is the channel most likely to stimulate the consumer to action. Other authorities make the distinction between online and offline earned media/word-of-mouth, and have shown that offline word-of-mouth has been found to be more effective than online word-of-mouth.
    Both traditional earned media and social earned media have been found to
    increase sales, with social earned media having the greatest impact.