There are many similar words in marketing terms.
The triple media that we will be introducing this time is one of them.
Triple media is a collective term for ”
owned media
,” ”
paid media
,” and ”
earned media
.”
The key to success is how to properly use these three marketing channels and develop an efficient digital marketing strategy.
Therefore, this time, we will summarize and explain the characteristics of each media as a prerequisite for thinking about digital marketing strategy.
What is “triple media”?
We will introduce the basic meanings of the three media.
・
Owned media
Company-owned media.
In a broad sense, there are multiple types such as corporate sites, brand sites, content sites, EC sites, company pamphlets, and public relations magazines.
・
Paid media
Media that is published for a fee.
There are 4-mass advertisements (TV, radio, newspapers, magazines), listing advertisements, banner advertisements, etc.
・
Earned media
Media that is operated by a third party and that gains a company’s reputation and credibility.
These include review sites and personal SNS.
Features of each triple media
What are the characteristics of “owned media,” “paid media,” and “earned media”?
●Owned media allows you to control information!
The biggest feature of owned media is that you can control the information that is disseminated.
It has been pointed out that the information provided by paid media (paid advertisements) and earned media (word of mouth, etc.) is too narrow and biased.
On this point, with owned media, companies can select and transmit the information they want to provide, such as information about the company and information about products and services.
Specifically, it is possible to transmit information by controlling the angle and amount of information based on the content you want to convey. Another strength is that you can provide information about your company in a natural way without making it a promotional advertisement.
●Paid media can be sent to an unspecified number of consumers.
Paid media is characterized by its ability to reach an unspecified number of consumers.
Both owned media and earned media are based on the consumer’s own actions.
For example, some kind of action is required, such as users searching the web themselves and coming into contact with owned media, or connecting with other users.
On the other hand, paid media allows you to send out information all at once, even to groups that do not approach you, regardless of the user’s behavior.
For example, 4-mass advertising (TV, radio, newspapers, and magazines) costs a lot of money, but it can increase awareness of your company’s products and services to an unspecified number of people.
● Earned media has high reliability of information
The characteristic of earned media is that its effects are extremely powerful.
“Buzz” means “to become an explosive topic on the Internet,” and this phenomenon occurs as a result of something spreading all at once through word of mouth or personal SNS.
Additionally, because users connect with each other and share information, information tends to reach groups that are similar in type, such as those with the same interests.
Furthermore, if we take user reviews as an example, it can be said that the reliability of the information is higher than that of paid media because the information is sent by consumers who are in the same position.
However, the disadvantage is that the company has no control over the content of the information.
Positive word-of-mouth can be very effective, but negative word-of-mouth can have a direct impact on sales.
Although the benefits are great, there are also risks that cannot be overlooked.
How to use triple media
Currently, there is a tendency to use these three marketing channels to formulate digital marketing strategies.
The key to using triple media is not to make each media independent, but to share roles, use them chronologically, and aim for mutual use.
The following flow is generally considered.
1. Use paid media to raise awareness among an unspecified number of consumers
2. Add missing information in owned media to help them understand
3. Spread the word and gain trust through earned media
However, there may be cases where information about your company’s products is already spreading, and the content may be biased.
First of all, it is necessary to understand the current state of marketing and carefully analyze things such as “Which demographics do we need to approach?” and “What information is missing?”
Based on this, it is desirable to develop a strategy using triple media.
When considering a marketing strategy, the cost and effectiveness will vary greatly depending on which media you choose.
It is important to understand the differences between the three and make a selection based on your current resources.
summary
◆ Owned media refers to media that is owned by a company, paid media refers to media that is published for a fee, and earned media refers to media that is operated by a third party and receives the reputation of a company.
◆ Owned media allows you to control information, paid media allows you to reach an unspecified number of consumers, and earned media is characterized by high reliability of information.
◆ The three media should not be made independent, but should be used to maximize their interrelationships.