How To Harness Paid And Earned Media Channels For Enhancing Customer Engagement


Many people are talking about, writing about and offering seminars about how to run a successful business. There are many things that have to be done the right way in order for a business to taste success. It is also a process that never ends. Even if a business is doing the right things, there is still no guarantee of success.

While many of the things are important, there is usually one thing that all businesses need to be successful… and that is customers. In general, the more customers a business can generate, the better and more profitable they become. That is why so much money is often spent on advertising to attract new customers.

While it is important to always find new customers, it is also important to make sure that a business keeps customers returning. They have to find ways that make the customers feel like they are an important part of the business. They also need to make sure they can engage the prospects that they are seeking and that they already have in the best possible ways. The tools used for what has become known as engagement marketing is owned, paid and earned media.

What is Owned, Paid and Earned Media?

For some businesses these terms may sound very foreign. For marketing experts in the world today, they represent an important tool that businesses have to take advantage of. Engaged media allows the customer to become involved in a business’ efforts and initiatives. Understanding the different forms of engagement in marketing is the first step for a business to learn how to harness the power of these tool.

Owned Media

The owned media are the type of systems that the business has control over. Examples of owned media are websites, Facebook, Twitter, and other social media accounts.

Paid Media

This involves the use of other media channels for advertising purposes. It can include direct advertising and SEO marketing tools.

Earned Media

When customers become the media channel for the business, they become earned media. They allow businesses to learn directly from the customers. Basically, this type of media is essentially online word of mouth such as post sharing, reviews, mentions, reposts, and more.

Using the Different Forms of Customer Engagement Techniques:

Understanding various types of engagement techniques is only the first part of the advertising process for a business. Once a business has learned the differences between the owned, paid and earned media, they have to find ways to utilize them.

Owned Media Engagement:

Businesses are hiring experts to help them with the owned media. These designated professionals maintain their websites and run their social media accounts effectively. It is very important to make sure that the contents sent out on these formats are positive and candid about the products and/or services that are being advertised for the business.

Skilled professionals who have an edge over others in writing and presentations should be considered to carry out this task because these guys act as the online façade of the business. They should solely create and mark the contents which are according to customer needs and aspirations. If anything negative starts to spread through these resources, it is important for the business to react in the right way in accordance to the situation.

Paid Media Engagement:

Paid media is also best done by expert marketing professionals. They are highly skillful enough to know how to get the most from the advertising budget and to come up with an effective plan to make sure that all the right cards are played according to the situations. Few of the paid media aspects are pay-per-click, display ads etc where prospect customers upon viewing the ads, drop a mail or call up to vanity numbers specified by businesses for product or service enquiry.

It is high time for businesses to reply to each and every prospect’s query for enhancing sales. For small businesses who can’t afford a tele-calling team can always opt for an option of installing cloud based systems to ease up their monetary aspect. They can always go for cloud based phone systems to ensure a 24/7 connectivity no matter where the employees are located or what time they getting the calls. Businesses never miss the opportunity to cash in on their advertising thanks to these systems.

Earned Media Engagement:

Earned media includes customers straight into your media channel. The need for customer engagement reaches its peak with earned media. It draws the attention of the prospects and customers and turns them into virtual brand influencers, who in turn push the business brand before the eyes of more potential brand influencers. Thus, it can be considered as good-old “word-of-mouth marketing,” but with a modern twist.

Earned media, however, hardly ever works alone. Businesses have to make it a part of their marketing ecosystem along with paid and owned media. The practicality is: in today’s digital landscape, these media platforms either work together or they don’t work at all. Smart businesses always come up with a plan that takes advantage of what all three of these forms of engagement marketing have to offer.

There was a time when developing an advertising plan for a business was easy. Businesses did not have to worry about many different types of marketing that was available. For many businesses, the best form of marketing was word of mouth. This meant the customer was the one that was engaging in the marketing of a business. Times have changed and technology has affected the way that things are done now, but engagement marketing and the tools used for it are not that different. If you have any tips or suggestions, please feel free to let us know.

Social Media Week


The Journey Of Content Across Paid, Owned and Earned Channels


The Journey Of Content Across Paid, Owned and Earned Channels

The time is perfect at this point in our culture to experience the evolution of social media, and to closely look at ethics and rules of spreading your message across the digital ecosystem. The session, “The Journey Of Content Across Paid, Owned and Earned Channels” brought together leading individuals to discuss the journey of sponsored communications, and best practices of distributing that messaging, such as shared and targeted across publisher sites and social platforms.

When reposting your message, it’s important to emphasize the fact that you are not only receiving more visitors, but also key metrics such as time on site, referral links, traffic sources, and more. Peyman Nilforoush, CEO and Co-Founder of inPowered, highlighted the marketing efforts of Land Rovers. Many classify Land Rovers as high maintenance vehicles, but by altering the language, copy,, assets, and communication on the marketing side of things, Land Rover was able to see how customers and website visitors behaved differently with new assets in place.

The discussion soon covered the “one third” model of social media, which is one third of your media should be marketing your product, the second third devoted to industry tips and news, and the final third should connect you with your customers to interact together as close to face-to-face as possible. Aside from choosing the types of content, it’s important to understand the rules and regulations of contests and giveaways. Proper licensing and agreements are essential for these promotions, so be sure to check federal and state regulations on contesting.

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