Are you aware of the P.O.E.M ?

In search of formulating your media strategy?

Then focus on the blended approach of traditional marketing, digital media and engagement as a more holistic marketing strategy.

P.O.E.M stands for Paid, Owned and Earned Media. The POEM framework differentiates media on the basis of ownership and control. It remains a useful framework and starting point in a rapidly changing digital environment.

According to Forbes-

Fast forward to the Internet age where paid media is no longer the only or best choice for the small business owners. Profitable companies instead use POEM: Paid, Owned, and Earned Media marketing techniques to find and retain customers. Some marketing experts call this converged media.

The difference between these three are explained below:-

1.Paid media:

> The media property is owned by a third-party, where an organisation/brand pays for channel access.

> Hugely responsible for brand awareness.

> Digital paid media examples include: paid search, search engine marketing, mobile advertisements, social media advertisements (eg. on Facebook, Twitter and Pinterest/instagram).

> Necessary resources- Media budget, campaign management, testing and optimisation.

2. Owned Media: (Source: Forbes)

> This includes the company’s website, blog, infographics, social media profiles, email, and Youtube channels.

> The advantages of this media is total control over its content and cost. This type of marketing can be very effective for lead nurturing.

> Necessary resources: Email Technology, Customer database, email content and Customer service response, social monitoring and reporting etc.

> The disadvantages are that many times the company’s message is not trusted and with organic search, it takes time for this information to get to prospects.

3. Earned Media:

> Media activity related to a company or brand that is not directly generated by the company or its agents but rather by other entities such as customers or journalists.

> Another way of measuring earned media could be to look at things like backlinks to your content. Backlinks by their nature are easier to track and will also act as a boost to your SEO.

> Earned media is essentially “word of mouth.” 

>Traditional publicity mentions in digital media outlets (e.g., professional blogs), Online WOM referrals (e.g., invitations to join a website), Post in online communities or social networks (e.g., status updates, tweets), Online ratings and reviews (e.g., Yelp.com for restaurants, Amazon.com for products)

The key for any small business is to find the right portfolio mix of all three POEM marketing based on budget and results. How do you focus your marketing in your small business?

Credits: Forbes

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