Episode 18

How Do Earned, Owned and Paid Media Fit in Your Marketing Strategy?

Earned media is a small part of marketers’ budgets, but it’s a growing focus for brands across all categories. Still, is it really a winning marketing strategy on its own?

Deciding how to prioritize marketing investments across earned, owned, and paid media has been a long-debated topic. Even the definitions of those three categories are contested. This week, Elena, Rob and Angela are diving into the pros and cons of each type of media, why growing challenges in paid digital advertising has more brands considering earned media, and how to allocate budget across all three areas for the best results.

Topics Covered

• [01:00] Defining earned, owned and paid media

• [02:30] Why more marketers are leaning into earned media

• [09:00] Earned media’s value depends on your brand and audience

• [12:00] How paid media builds awareness to drive earned media

• [13:30] How Liquid Death’s branding and marketing stunts drive earned media

Resources:

2023 Adweek Article

2023 Search Engine Journal Article

2023 Adweek Article

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