Digital Marketing - Study Notes:
What is digital media?
Every digital marketing campaign relies on digital media to get its message across. But what is ‘digital media’, exactly? Well, the term refers to content that is created or viewed using digital, or electronic, devices. So, it can refer to websites, blogs, emails, ads, and online recommendations.
From a brand perspective, there are three main categories of digital media:
- Owned
- Paid
- Earned
Owned digital media
Owned digital media, refers to digital content that a brand owns. This could its website, mobile app, blog, podcasts, YouTube channels, or social media profiles.
Owned digital media helps a brand establish trust, legitimacy, and expertise. Brands use owned media because it is a cost-effective, flexible strategy. And they have total control over the content.
Paid digital media
Paid digital media includes any digital media that a brand pays for. This mostly incudes paid advertisements on websites and social media. With paid media, brands can quickly increase their profile and encourage people to visit their website.
Earned
Earned digital media refers to free publicity that the brand earns. Customers rely heavily on online reviews or recommendations before deciding whether to purchase a product or service. It can also refer to free publicity, such as when influential or public figures share a brand’s content.
In some cases, users and customers might create content such as short reviews, blogs, videos, or podcasts for free to share their experiences of the brand. Earned media is a great way for brands to enhance their reputation and gain long-term impact.
Most digital marketing strategies involve a clever mix of owned, paid, and earned digital media.
Maeve Kneafsey
Maeve Kneafsey is an international practitioner and speaker in marketing, digital transformation, ecommerce, and analytics. Starting with founding Ireland's first content strategy/digital marketing agency, she has over 20 years’ experience launching and building international digital-led businesses, from early concept to funding to growth.
Clark Boyd
Clark Boyd is CEO and founder of marketing simulations company Novela. He is also a digital strategy consultant, author, and trainer. Over the last 12 years, he has devised and implemented international marketing strategies for brands including American Express, Adidas, and General Motors.
Today, Clark works with business schools at the University of Cambridge, Imperial College London, and Columbia University to design and deliver their executive-education courses on data analytics and digital marketing.
Clark is a certified Google trainer and runs Google workshops across Europe and the Middle East. This year, he has delivered keynote speeches at leadership events in Latin America, Europe, and the US. You can find him on X (formerly Twitter), LinkedIn, and Slideshare. He writes regularly on Medium and you can subscribe to his email newsletter, hi, tech.
