Definition:
Earned media, or earned media, refers to advertising acquired through promotional efforts other than advertising, as opposed to paid media, which refers to advertising obtained through advertisements.
Earned media can consist of press posts, blogs, Facebook likes, positive reviews of services or products, etc.
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Differences between Earned media, Paid media, and Owned media
Among the means available to online sellers we can distinguish:
- Owned media: own media, such as the web, blog, social media profiles and email.
- Paid media: these are the media that are paid within the advertising budget.
- Earned media: they are generated when the content receives recognition without having paid for it, through mentions in blogs, newspapers, social networks and word of mouth.
Earned media channels
Earned media channels often refer specifically to advertising obtained through editorial influence, while social media refer to advertising obtained through grassroots actions, in particular on the Internet.
Media can include any mass media, such as newspapers, television, radio and the Internet, and can include a variety of formats, such as news articles or programs, letters to the editor, etc.
Earned media cannot be bought or owned, they can only be acquired organically, hence the term ‘cattle’.
How to get Earned Media
To achieve Earned Media it is necessary to carry out a specific strategy such as the following:
- Benchmark to analyze the presence of the brand and competitors in the digital environment.
- Define the desired audience.
- Create campaigns with the potential to go viral.
- Monitor the impact of campaigns and interactions with the brand.
- Amplify results when positive mentions are detected.
Frequently asked questions about Earned Media
What is Earned Media?
Definition: Earned media, or earned media, refers to advertising acquired through promotional efforts other than advertising, as opposed to paid media, which refers to advertising obtained through advertisements. Earned media can consist of press posts, blogs, Facebook likes, positive reviews of services or products, etc. In the Arimetrics glossary it is placed in a digital marketing context to clarify its role, uses and practical implications.
What is Earned Media used for in digital marketing?
It is used to better analyse an action, tool, channel or behaviour related to acquisition, measurement, communication, sales or user experience. Its value depends on applying it to a concrete decision.
How is Earned Media related to a digital strategy?
It is related to digital strategy when it affects objectives, data, content, technology, campaigns or conversion processes. That is why it should be reviewed together with the business context, not as an isolated term.
What should be considered when working with Earned Media?
It is advisable to review its definition, context, associated metrics, limitations and possible risks. It is also useful to validate whether the concept has a real impact on performance, user experience or decision-making.