Paid and Earned Channels

Besides the paid channels, that we talked about in the previous blog, there’s the earned channels. The main difference between a paid channel and an earned channel is that an earned channel refers to media exposure that you earned through worth-of-mouth. Whether it’s the result of your fantastic SEO strategy or that creative social media post, it refers to the value and traffic of your owned media channels. You can earn media by reposts, mentions, positive reviews and recommendations (Meyer, 2019).



For small to medium size businesses earned media can be particularly interesting as it is very cost effective and potentially offers a great return on a relatively small investment in time and effort. Owned content is a great way to generate earned media through your own channels like your website, social media accounts or a blog. 

As discussed in the previous blog, the use of paid channels may be inevitable to reach potential new customers and target a specific audience. The paid media offer a way to promote content and drive traffic. With 246 million unique visitors, 3.5 billion daily interactions and 700% return on investment Google Ads seems like an effective way to advertise digitally (Perricone, 2020). All the big social media channels also offer paid advertising to boost your exposure. For small to medium size businesses it’s key where the majority of your audience is to effectively target them using the right channels (Meyer, 2019).


References

Perticone, C. (2020). The Ultimate Guide to Google Ads for 2020. Available at https://blog.hubspot.com/marketing/google-adwords-ppc

Meyer, K. (2019). Paid Media, Explained In 400 Words or Less. Available at https://blog.hubspot.com/marketing/earned-owned-paid-media-lead-generation

Reacties

Een reactie posten

Populaire posts van deze blog

The 5 S’s of Digital Marketing

Afbeelding
The 5 S’s of Digital Marketing The 5 S’s of Digital Marketing were developed by Chaffey and Smith in the early 2000’s. It’s a marketing concept that is designed to review and define goals of digital marketing (Chaffey, 2019).  The 5 S’s (Chaffey, 2019): Sell – Grow sales.  Serve – Add value.  Speak – Get closer to customers.  Save – Save costs.  Sizzle – Extend the brand online.  The main objective of any company is to optimize revenue and profitability. An effective online marketing strategy has become fundamental to any successful business in the digital age. The concept of the 5 S’s focuses on the attraction and retention of customers.  The first focus is to Sell your product across the online platforms and attract customers that you wouldn't necessarily reach through traditional marketing channels. Another important aspect is to serve your online customers. For example, you can offer online customers a 10% discount ...
Meer lezen