Knows 3 kinds of digital media: own, earned and paid

Knows 3 kinds of digital media: own, earned and paid

Know the power of balance between the own average, won and purchased, digital



Media-digitalesCuando a brand decides to show him something on the internet, is a timely campaign or its permanent offering, there aredifferent media and digital impulses to disseminate and manage information. These means, to be more precise, 3 are classified as own, earned and paid, and consist of messages and content of the brand indigital, from very different levels of persuasion and approaches.



Brands must master management and balance of these 3 types of media, if they want to have their actions on the internet high return and what is read from it to produce conversions and connections looking for. For what to know how to raise your online based on each media strategy, I explain it you in detail below:



Own digital media



It is everything that controls and produces the brand:



Your web site and subportals
Your presence on social networks, is the main account of the mark, or alternate accounts, campaign or support
Its communications by email and messaging as Whatsapp or Line systems
Their mobile applications
In these channels mark communicated officially and controls everything it publishes, within the limits of each platform. They are obviouslyhigher production by enterprises, since they diffuse into free channels which have with an audience that has already decided to connect with them.



Own media represent the backbone of the actions in a brand digital,but being official messages of a brand with an audience already established, do not always have the impulse or scope that is needed. Andfor that, there are just these 2 other types of media:



The average gained in digital



Medios-ganados - influence-digital-usuariosSon messages or actionsthat refer to contents of a brand, but a user audience, producing them for free. I.e., they are all publications that perform on a brand, users in social networking, comments, links, or parts that left on a web site or mobile app or emails sent on a mark.
The average won is of sum importance because they come out with the label of "recommendation" of the author of the message, which works in online trust, key in web and social commerce. If someone tweets or instagramea about a product, you are creating a branded content for your audience of followers or friends, but with its seal and personal assessment. Similarly, there may be a review or article about something of you, to publish others on their web sites.



The brand is impacted since someone is giving free advertising in a genuine manner and usually does so by way of recommendation. Keep in mind that the average won not always is positive, not always occur in media you control (such as your sitiow eb or facebook page). Inany case, you should encourage your customers and consumers to share about yourself across digital platforms.



Ideally, if the average won is positive, is that you seek the way to leverage this content and reuse it for your own content strategy. Something like "crowdsourcing content", which helps you because it validates the use or experience that others have with your brand.



What are the paid digital media?



It is the content that is produced in digital for which you are paying.Normally occurs due to the necessity of creating a momentum or different scope, that the brand is not getting with his own and won half.To cite some examples:



Tweets and Facebook, LinkedIn, Foursquare publications on behalf ofthe brand that are promoted to one wider through the paid ad platform audience.
Publications on blogs and networks social as Facebook, twitter and Instagram by counts of influencers or editors, which you remuneras somehow.
Banners for your website on other websites, whether through directplacement or platforms type Google Adwords Display (like the example below). It envisages equal search engines type SEM advertising results.
Ejemplo-Anuncio - google-Adwords-DisplayEjemplo SEM - laptops



The advantage that gives these means is that with very efficient advertising schemes, and you get a scope and considerable influence onan audience which does not arrive with the same intensity in your own media. The disadvantage is not having the same effect, since beingsomething outside of your community, or portal, the audience does not have the same connection with the brand if you own media. Also,sometimes, with some influencers "sponsored" content, it also paid media,is very noticeable that it is not a real message, subtracting their power of influence.



Balance and synergy between the 3 digital media



As you can see, each media type has its advantages and are produced in