The purpose of all communication is to give visibility to a company or a website. Depending on the methods used, the result will take more or less time to be quantifiable. To go quickly, there is a method that can be integrated into a marketing strategy and that is called Paid Media. What is it and how do you use it? This is what we will try to make you understand in this article.
Important things to know about Paid Media
For explanation, paid media is the set of paid methods that a company uses to boost its brand image or to promote its product on social networks or on the web in general. More simply, it is about the paid communication channels used because of the intense traffic that they have, in order to make known its brand or its services. This can be done in different forms (partnerships, sponsorship of posts, advertisements, display content, etc.). For example we will cite Google Ads , Facebook Ads or Bing Ads. There are others.
Understand the Principle of Poem
There are generally two other marketing principles similar to paid media that are mentioned just as regularly. They can be confusing, but they are not the same. They surely complement each other yes, we will tell you to what extent. But first let’s see what it is. These are the Owned media and the Earned media which form the POEM with the Lesotho Email List paid media.
The owned media is quite simply opposed to the previous one. Indeed, if in the case of Paid media the company spends money to communicate on a given platform, with the owned media it uses an advertising space that belongs to it. So to speak, he uses platforms that are under his control. In owned, the company that communicates does not spend, since the communication media belong to it. This is its website, its social media accounts, its newsletter, etc.
Earned media appears a bit like the consequence of actions carried out with the owned and the paid communication of a brand. These are in fact the different sharing of content or exhibitions that the brand can take advantage of and that are not initiated by it. For example, on social networks, earned media will correspond to shares or comments including the logo or the name of the company tagged. It also takes into account publications on blogs, in the press or on websites. Like own, earned media is free.
Note the Difference Between Earned, Paid and Owned Media
Note that unlike earned and own media, paid media is not free. Moreover, even though it is more in demand by companies on social networks, it goes without saying that it is increasingly neglected in favor of earned media for the following reasons.
Advantages and disadvantages of paid media
Like any good tool, paid communication is a double-edged sword. You must therefore know how to use it in your brand communication strategy and for your content.
The advantages: this medium allows the company to retain full control of its communication. In this regard, it should be understood that he is the decision maker as regards the choice of the content and the message to be broadcast, its form, the duration of the broadcast, as well as the geographical area to be impacted. In other words, he chooses the target audience with all possible precision and integrates that into his marketing strategy.
The downsides: it’s basically the price. Indeed, this communication is expensive and its cost varies according to the media chosen for the strategy. It is for this reason, among other things, that it is increasingly neglected for earned or owned in marketing.
The Interaction Between the Three Media, Owned, Paid and Earned Media
As we have talked about so far, one might be tempted to think that the three principles that form the POEM (paid, owned and earned media) are distinct and work separately in a brand strategy. However it is not and it is even the opposite. It is their complementarity that makes it easier to achieve the communication objective set.
So by starting by funding your communication, you generate a certain level of visibility. To put it simply, the network you use will direct the traffic thus created to other owned media. Note that these are not your supports. From there, if the content is of good quality, it will be shared (earned media) by the owners of the media in question (owned), who will have viewed your content and will relay your message. You will therefore understand that this is a three-level communication that you can take full advantage of, especially earned media, to promote your brand or your services on the web and social media.
How to Measure Paid Media?
When you pay, it is quite normal to want to understand and know if the objectives are being achieved. There are different ways of measuring the impact of paid-type marketing for this. Note that these means are diverse and vary depending on the platforms that support you in your campaign.
For the most popular, such as Facebook, Twitter or LinkedIn, there are tools that are built in. The same is true with Instagram, which today is an extension of Facebook. They can also offer additional tools.
On the other hand, we have Google Ads which takes care of the paid campaigns launched on Google while for Yahoo and Bing it is Bing Ads which takes care of it. To go a little further, know that apart from the integrated tools, there are some which are external and which are able to do the same job, or even more. Google Analytics is part of this lot.