- Let's talk about the three types
of media you'll be leveraging in digital marketing.
Paid, owned, and earned.
When we talk about paid media,
this is well,
everything that you pay for,
and this will include channels like pay-per-click ads,
affiliate marketing, and display marketing.
Now, owned media will encompass channels
that you directly control like your website,
your list of customers that you use
to send out emails,
and maybe a blog that you host.
Earned media is the world of organic mentions.
This is posts by others on social media.
Mentions on third-party blogs and any articles
that were written about you.
This all makes up the channels with an earned media.
Now all of these channels can overlap,
just as a user will overlap as they interact with each.
Social media, for example,
can be a paid channel if you're promoting posts.
An owned channel if you're publishing a post,
and an earned channel if you're receiving interactions
and mentions from others.
Together, these make up the foundation of digital marketing.
Now these media types also exist in traditional marketing
but we gain a huge advantage in digital marketing,
personalization.
Because we have a rich insights on our audience,
we're able to speak directly to the consumer
by tailoring our message to them.
So it's really important you treat each channel
with that in mind.
Now the opposite of personalization is known as mass market.
Say for example,
you're selling mattresses.
If you used paid media in a traditional sense,
you might put an ad in the local newspaper.
Maybe some folks reading it are in the market,
but most aren't.
In digital marketing,
you're creating a highly focused ad directly
at individuals who are searching for that new mattress.
Now there's always exceptions in marketing.
But for the most part,
as you evaluate where to market digitally,
remember to evaluate how you're using personalization
to your advantage.
Don't treat digital marketing with a mass marketing mindset.