Earned media | Solutional Webdesign Antwerpen

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Earned media is a type of marketing communication, as classified by the PESO model, which also includes paid, social (or shared), and owned media. It refers to any publicity^[4] gained through promotional efforts other than paid advertising^[2]. This type of media coverage is voluntarily given by third parties, which could include mentions in traditional media, guest appearances, and social media^[3] interactions. Despite the lack of control over the message, earned media is highly valued due to its credibility. Consumers tend to trust voluntary recommendations over paid advertisements. Measuring the effectiveness of earned media can be complex, but it’s considered a crucial aspect of marketing strategy^[1] because of its potential to drive consumer^[5] action and engagement.

Terms definitions

1. ↑ marketing strategy. "Marketing Strategy" is a term that encompasses a company's broad plan for its marketing efforts. It includes mapping out the direction for future planning periods, focusing on customer value, and anticipating growth. This strategic planning aims to bridge the strategic gap for sustainable growth by organizing resources for a competitive edge. A marketing strategy also involves long-range planning to identify new business opportunities and potential threats. It utilizes various components such as pricing, customer service, go-to-market strategy, packaging, and market mapping. Additionally, this strategy uses metrics for tracking performance and strategic analysis to identify the company's current position. It also requires a clear vision and mission statement for the organization. Furthermore, strategic planners use various research tools and analytical techniques to evaluate competitive brand performance. Ultimately, a marketing strategy seeks to obtain a sustainable competitive advantage.

2. ↑ advertising. Advertising is a form of communication used to inform or persuade an audience, often with the goal of selling a product or service. Its history dates back to ancient civilizations, where Egyptians used papyrus for sales messages, and wall paintings were used in ancient Asia, Africa, and South America for promotional purposes. The medium evolved over time, from print in newspapers to audio-visual and digital mediums, with the rise of mass media and technological advancements. Advertising strategies can vary, aiming to raise awareness or drive sales, and can target different audiences on a local, national, or global scale. Various methods include print, radio, web banners, and television ads, among others. New trends have emerged in the advertising business models, like guerrilla marketing and interactive ads. The role of women in advertising has also been notable, with their insights being valued due to their purchasing power.

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Glossary

Earned media (Wikipedia)

Earned media (or free media) is content relating to a person or organization, which is published by a third party without any form of payment to the publisher. It includes articles by media outlets, interviews with the person or representatives of the organization, or bylined editorials in trade press and other publications. It may also include social media sharing, unpaid mentions by podcast hosts and guests, or word-of-mouth marketing.

Earned media excludes advertising (paid media) and company branding (owned media).

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