Media obtained (or free media ) refers to the publicity gained through promotional efforts other than paid media advertising, which refers to the publicity gained through advertising, or media owned, which refers to branding.
Video Earned media
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There are many types of media available to online marketers and fall into broad categories: media owned, paid, and acquired.
Held media is defined as a communication channel that is within someone's control, such as a website, blog, or email. Paid media mostly refers to traditional ads.
Earned media can not be bought or owned; it can only be obtained organically, when the content receives recognition and the following through communication channels such as social media and word of mouth. Acquisition of the media often refers specifically to the publicity gained through the editorial influence of various types. Media can include media outlets, such as newspapers, television, radio, and the internet, and can include various formats, such as news or event articles, letters to editors, editorials and polls on television and the internet..
Maps Earned media
Example
Many consider the media accepted as the most cost-effective marketing method. As a result, many companies are investing in acquired media. Increased media usage gained is convergent of traditional marketing methods owned and paid.
The increased use of media has provided new ways for marketers to interact and engage their customers. This innovative approach replaces traditional marketing methods such as email ads and banners, and provides innovative methods for discovering, optimizing, and measuring the return on the media investment it earns.
Example:
- On March 6, 2012, Dollar Shave Club launched their online video campaign. In the first 48 hours of their video debuting on YouTube, they have over 12,000 people signing up for this service. Video costs just $ 4,500 to make and in November 2015 already has over 21 million views. The video is considered one of the best viral marketing campaigns of 2012 and won the "Video Out-of-Eat Campaign" at the AdAge Viral Video Awards 2012.
- The Bigword Project, launched in 2008, aims to redefine Oxford English Dictionary by allowing people to submit their website as their chosen word definition. The project is designed to fund two Masters student education, attracting the attention of bloggers around the world, and featured on Daring Fireball and Wired Magazine.
- In mid-2016, an Indian tea company (TE-A-ME) has sent 6,000 tea bags to Donald Trump and launched video content on YouTube. and Facebook. The video campaigns became an award-winning content marketing case study and received numerous awards including the most creative homework acts in Southeast Asia after receiving accepted media values ​​such as 52,000 shares of organic videos, 152,000 engagements in online communities, 3.1M video displays in 72 - Four and hundreds Traditional publications mention (including Mashable, Independent Quartz , Indian Express , Buzzfeed, Adage, Campaign) in 80 countries.
Impact
The Nielsen study in 2013 found that the media obtained (also described in the report as word of mouth) is the most trusted source of information in all countries surveyed worldwide, and is the channel most likely to stimulate consumers to act. Other authorities make the distinction between media received online and offline/word of mouth, and have shown that offline word-of-mouth has been found to be more effective than word-of-mouth online.
Both traditionally accepted media (publicity and press events) and social-acquired media (social networks and blogs) have been found to increase sales, with social media gaining the greatest impact.
References
External links
- Referring Media Director Fred Wilson provides a relevant example of a successful media success story
- Forrester Blogs - Defines Which Media Retrieved, Owned, and Paid
Source of the article : Wikipedia
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