earned media

(noun)

Publicity for political campaigns gained through newspaper articles, TV news stories, web news, letters to the editor, op-ed pieces, and "fast polls" on TV and the web.

Related Terms

Examples of earned media in the following topics:

  • Social Media Marketing Communications

    • Social media serves as a cost-effective communication channel for promoting brands to target audiences.
    • The explosion of social media websites has led to the increasingly important practice of social media marketing.
    • This results in earned media rather than paid media and both serves as a lead generator and creates favorable publicity for the brand.
    • Social media allows marketers to refine their segmentation strategy by reaching a narrow target audience.
    • However, these conversations can also be repurposed across other social media and corporate channels.

  • Use of New Technologies in Marketing and Research

    • Newer technologies, including GPS, DVR's, social media and smart phone applications, are becoming increasingly important.
    • Two major tools being used today are customer relationship management systems (CRMs) and social media marketing.
    • Social media marketing refers to the process of gaining website traffic or attention through social media sites.
    • Hence, this form of marketing is driven by word-of-mouth; this means it generates results in earned media rather than paid media.
    • This graphic lists possible uses for social media sites when putting on a business marketing event.

  • Social Media

    • Social media as a marketing tool is versatile, far-reaching, fast, inexpensive, fosters brand awareness, and can improve customer service.
    • Social media marketing refers to the process of gaining website traffic through social networking sites.
    • Results come from earned, as opposed to paid media.
    • As a marketing tool, social media is distinct from industrial or traditional media, is versatile, far-reaching, fast, relatively inexpensive, fosters brand awareness, and improves customer service.
    • Illustrate how social media can be used in the promotional mix

  • Brand Loyalty

    • Ongoing management and maintenance of brand Facebook pages and other social media
    • Online points programs – earn prizes for incremental purchase behavior (e.g., JetBlue's TrueBlue and American Airlines's AAdvantage frequet flyer programs)
    • Promotional auctions – bid for prizes with points earned from incremental purchase behavior

  • Creating a Media Plan

    • The standard media plan covers four stages: stating media objectives, evaluating media, selecting and implementing choices, and determining the budget.
    • When choosing the media, you not only need to know which media outlets exist, but also which ones suit your product.
    • The standard media plan covers four stages: (a) stating media objectives; (b) evaluating media; (c) selecting and implementing media choices; and (d) determining the media budget.
    • The media planner must make media mix decisions and timing directions, both of which are restricted by the available budget.
    • The media mix decision involves putting media together in the most effective manner.

  • Main Social Networks

    • They also offer affiliate and partnership programs that enable content publishers to earn money.
    • It offers opportunity for social media measurement, social network aggregation, bookmarking, analytics, automation, media, blog marketing and validation.

  • Researching Using Digital Media

    • Digital media technologies are enabling researchers to use increasingly sophisticated tools to collect data via the Internet.
    • Inclusion of social media research can provide particularly unique insights into consumer and societal segments.
    • Digital media including images, videos and audio can prove valuable sources for Internet researchers.
    • Specific types of research methods that incorporate digital media include:
    • Social media analytics allow brands to efficiently collect and analyze qualitative research on user interaction with images, video, podcasts and other digital media.

  • Defining Social Media

    • Social media websites and applications allow users to create and exchange user-generated content on the web.
    • There are several types of online platforms classified under the vast umbrella of social media.
    • Web blogs: Some of the oldest and most popular forms of social media are blogs.
    • Social media can also be classified by their ability to facilitate certain social functions.
    • Describe the common characteristics of social media technologies, and user behaviors that occur on social media websites

  • Making Appropriate Changes to Product, Placement, Promotion, and Pricing

    • Marketing teams must adjust their marketing mix strategies accordingly to adapt and succeed in a rapidly changing media environment.
    • Today, the marketing mix--product, placement, promotion and pricing--must take into account both online and offline buyers; traditional media, and digital media.
    • The shift from mass media to more specialized (niche) media, which are centered on specific target audiences.
    • Promotion is probably the marketing mix element most impacted by social media.
    • In essence, social media acts as a promotional element or communication channel used to reach customers.

  • Promotional Methods

    • B2B marketers use industry or trade publications, trade shows, private events, and social media to generate awareness about their products and services.
    • These publications are also placed in industry and trade media to produce favorable publicity.
    • If done strategically, media placement enforces messaging behind specific marketing activities across multiple communication channels.
    • Social media is fast becoming a promotional tool used to position B2B brands in the digital sphere.
    • Moreover, B2B organizations also use social media for internal communications to increase collaboration and productivity among workers.