The world of digital media has and is still consistently thriving day by day, powered by the millions of people who spend several hours on the internet using digital media to watch videos, play games, use social media, etc. Moreso, countless businesses have embraced using media platforms to build and strengthen themselves. Different digital platforms have aided brands and entrepreneurs to reach more audiences to advertise their products and services. Thus, it is crucial for any modern business to utilize digital media. To find more about marketing strategies through digital media, hop over to this website. To enable you to understand digital media better, we will discuss in detail three different forms of digital media.
The Three Types Of Digital Media
- Paid Media
- Owned Media
- Earned Media
Among all three types of digital media, paid media is the most popular. You have to pay to promote your products or services on the media channel or publisher’s website in this media. Paid media aims to reach many potential customers, increase sales, have more conversations through clicks, and spread awareness about the brand.
The paid media is ideal for new, growing, and well-established businesses. You can create a channel through paid media. This channel can be easily monitored and controlled. To get more out of it, you can take an advertising expert’s help to campaign correctly.
Some Examples Of Paid Media
Search engine advertisements
Search Engine Marketing (SEM) aids businesses to outshine in this competitive and congested era of internet marketing. SEM ads include Pay-Per-Click (PPC) and Pay per Impression (PPI).
PPC ads are displayed on a publisher’s site or blogs, and the promoter is charged when a user clicks on them. These ads also appear in Google search engine results and are clearly labeled as commercial. The PPI program, on the other hand, charges every time the ad appears on a website regardless of whether it is clicked. With PPI, the main criterion is the cost per thousand impressions.
Social media Advertising
Here, the experience and locations are kept in mind while targeting the customers. It is outstanding for both online and offline businesses and is relatively inexpensive. Companies, either with or without the help of publicizing agencies, use popular social media platforms such as LinkedIn, Facebook, Instagram, TikTok, Pinterest, etc. to advertise themselves.
The combination of picture and audio is used as a powerful sales tool. Many platforms such as YouTube, Google Play, etc., stream brand advertising videos to influence the audience.
It is an offline paid ad strategy. Postcards, flyers, magazines, newspapers, posters, etc., are some of the tools used by marketers.
Owned media is any advertising network or account controlled directly by your brand, such as through a website, blog, or social media accounts on Facebook or Instagram. You can publish and change the content on these media platforms according to your needs. It is a cost-effective strategy, as you do not have to pay agencies to market your products or services. However, you might need a team to handle the official accounts.
Owned media bolster the business’s existing relationship with its customers and draw the attention of prospective clients who show interest in products or services. Unlike paid media, owned media is long-lasting and cheap. You do not have to pay to stay in headlines, and you can attract an audience by just posting feeds and interacting with them.
Examples Of Owned Media
Content marketing is an excellent way to capture the audience’s attention and make your brand stand out from competitors. Publish articles to reach your target viewers and track them to know which of your articles perform best.
Many companies have websites where they put all the details regarding the brand and its various products. The customers can then browse the website to understand and enquire about every product and service provided by them.
Earned media is an appraisal, mainly voluntary, from another entity in the form of content or a mention that profits your brand. Media that is earned cannot be bought with money, which is why it is called “earned media”.
It is a challenging task, and you need to work hard, especially if your brand has many competitors. Irrefutably, it is enormously influential because it genuinely reflects the work of your business. People tend to like endorsements that are real and worth it.
Earned media can nonetheless be a knotty issue for some companies as they have no control over them, leading to bad reviews that can damage their reputation.
Examples Of Earned Media
Publicity by the media
Media channels like news, radio, or YouTube do full coverage and you do not have to spend a penny on it if you are the subject. Alternatively, you can do some press releases or sponsor an event to promote your business.
Search Engine Optimization
Search engine optimization plays an important role in attracting audiences and building their trust in your services. You will rank higher in the SERPs if you are reliable and offer high-end services in your business area.
These are the three types of digital media. Each one has its uniqueness, but you must embrace them to create awareness, lead, and grow your business.