Paid, Earned and Owned Media

Paid, Earned and Owned Media

3 Types of Branded Media in a Smart Marketing Mix: Paid, Owned And Earned Mixing Paid, Owned, and Earned Media to Grow Your Business Combining paid media, owned media, and earned media and executing them well will grow a business. By targeting and advertising to the right potential customers, a business can create brand advocates and return customers. This integrated marketing approach recognizes how today s consumers are not just watching TV or paging through a newspaper. They are also researching businesses on Google, interacting on Facebook, pouring over business websites, and reading reviews before making a purchase. The Three Main Types of Brand Media In order to effectively create a successful integrated marketing approach, you must first understand the key components of each individual form of branded media. Paid Media Put simply, paid media encompasses all of the paid investments a brand or business makes to drive growth. Types of paid media: Print Targeted social media ads Television Radio Online banner ads Pay-Per-Click (PPC) Mobile ads Search engine marketing Billboards 2

Often, pay-per-click (PPC) campaigns and paid media are confused with one another. PPC campaigns are an excellent way to drive traffic and get products and services in front of new customers. However, PPC should be just one part of a business s overall paid media efforts. When combined with additional paid media initiatives, it s much more effective. Integrating online and offline paid media can be one of the most successful ways to grow your customer base. Paid search ads drive 44% of all search revenues MarketLive Performance Index, 2013 According to a MarketLive Performance Index, paid search visits totaled about one third of total search engine visits, but brought in 44 percent of total search revenue, indicating that customers with the intent to buy click on paid search ads. In addition, 33 percent of all Google search clicks are from mobile and 70 percent of consumers searching on mobile directly call a business from Google Search. This means paid search ads for mobile and desktop combined with traditional offline advertising efforts can make for a highly effective way to attract new customers. 67% of search traffic never makes it to the second page of Google Chitika Insights, 2013 3

Owned Media Owned media is easier to explain. It includes anything managed and owned by the business. Types of owned media include: Retail stores Company website Microsites or landing pages Social media accounts Brochures/information Aligning paid media efforts with owned properties creates new customers. The paid media disseminates the messaging of the owned media. A business values and personality can be clear on an owned website and translated into a paid ad campaign. Products and services can be outlined on owned media, but promoted through paid efforts. Paid media and owned media work together to ensure a consistent and informative brand experience, driving potential customers toward a sale in-store or online. 83% of consumers say a small business social media presence and website influences their purchasing decision Web.com, 2013 4

Earned Media As a result of paid media and owned media efforts, a business generates earned media. Paid and owned media drives customers to a business who then generate earned media for it. Creators of earned media are called influencers and they include everyone from one-time customers to product bloggers. Types of earned media include: Word-of-mouth Facebook fans Twitter followers Reviews on sites such as Yelp, Foursquare and Google Blogging Magazine and newspaper reviews Awards 79% of consumers trust online reviews as much as personal recommendations BrightLocal, 2013 Consumer Review Survey Why is earned media important? It can catapult a business into wild success when it is positive or crush its potential to thrive when it is negative. Today, social media acts as a public forum for people to share their thoughts and opinions on businesses and brands they interact with in front of large audiences. 5

Positive recommendations, testimonials, reviews, shares, likes and word-of-mouth conversations are priceless to any business. Potential customers might be steered toward or away from a business based on what is shared about it in earned media. Likewise, apps for sites like Yelp and Google Local help local consumers find businesses. Those that can be found and have a positive reputation are more likely to gain new customers. However, this is the most difficult type of media to analyze for effectiveness and success. Relationships with happy, satisfied customers can go beyond any advertising campaign your business is investing in because, as consumers, we trust recommendations from our friends, co-workers and family. These recommendations, testimonials, reviews, shares, likes and word-of-mouth conversations are earned through well-developed paid and owned media efforts. As consumers, we highly value these recommendations because they are open, transparent and honest. Brands and businesses that are actively building relationships in earned media stand a better chance at reaping the benefits of it. Additionally, investing in marketing and advertising efforts in a variety of paid and owned media means businesses drive more people towards interacting with their brand and generate more positive earned media. 78% of online customers recommend a brand to friends and other contacts after a great customer experience Help Scout, 2013 6

Mixing Media In the graphic below, we provide examples of each media and how these tools generate customers and grow your business. With the growth of mobile technology, the online and offline experience converge even further because consumers can access online information anywhere, including in-store! A strong business will work to establish a robust and positive brand presence in all spheres of media to ensure a customer is won. Contact one of our digital marketing specialists about how they can help you effectively use integrated marketing to reach new local customers today. 7

The Top Four Fastest Growing Solutions Online In the following, we highlight some of the products that the G/O Digital team handles on a daily basis. #1 PPC Pay-per-click advertising is one of the oldest forms of online advertising, but remains one of the fastest growing and highly used services. This Internet advertising model directs traffic to a website or landing page with display ads on mobile, social media sites and websites. PPC campaigns can also be created on search engines, where advertisers bid on keywords to target their advertisements and control the first page results with links to their business. PPC is still one of the most popular and fastest growing advertising initiatives online because it can allow a business or brand to get in front of segmented and targeted audiences quickly, effectively and affordably. This digital product is one of the most transparent solutions for clients and advertisers. It shows you exactly what you are spending and what you are receiving for your advertising dollar. 72% of marketers plan to increase their PPC budgets in 2014 Hanapin Marketing, 2013 8

MOBILE #2 Paid media solutions on the mobile platform are considered to be one of the fastest growing industries for Internet advertising and one of the best services for local businesses. Mobile advertising is often referred to by marketers as hyper-targeted or hyper-segmented because it is focused at the ideal consumer who is searching for that product, brand or business at that exact moment of purchase. of paid search clicks are generated through mobile. - Media Post, 2013 of tablet owners purchase online from their tablets each week. - Super Monitoring, 2013 of all mobile searchers use click to call. - Google, 2013 of mobile searches have local intent versus 20% on desktops. - Super Monitoring, 2013 Mobile is local. Businesses that optimize their listings and websites for mobile users and deliver targeted mobile search ads will see results. This platform is blending the online and offline worlds; consumers are comparing prices, finding directions and contact information, using coupons, leaving reviews, checking in to businesses and sharing their experiences all on the go. Consumers are reaching out to local business through smartphones and tablets, and they can be served an ad or information at all hours and all over the country. This platform is growing and evolving at record pace, and it is crucial that local businesses take advantage of it. 9

#3 SOCIAL AD TARGETING Social ad targeting is not the same as social media advertising; this advertising solution is far more advanced, detailed and segmented. Social ad targeting is the customized placement of ads that combines targeting options such as behavioral targeting and geo-targeting to make detailed segmented groups. This advertising solution is highly effective for brands and businesses because it directs campaigns at the business ideal customer. G/O Digital s targeting engine, powered by BLiNQ Media, stands out as a top digital marketing tool. It is the only social media platform that automatically expands or reduces geographic targeting around your business address until it finds the right amount of users for your budget. 67% of B2C say they have acquired a customer through Facebook. - Top Rank Marketing, 2013 10

RETARGETING #4 Retargeting is the ability to serve ads to potential consumers who left a website without converting into a valuable customer. Website visitors who are retargeted with display ads are 70% more likely to convert to a customer. - Criteo, 2013 There are two approaches to retargeting: dynamic and static. Static retargeting ads are very basic; they often use banner ads with basic messaging that follow a user online after they stumbled across a website or ad that dropped a cookie or smart pixel on their browser. Static ads often alert users about a great deal a company is running that month or a service they provide. They re generally not very interactive or media-rich compared to dynamic ads, however, static retargeting ads are an easy add-on to any online display campaign a client may already be running. Dynamic is the intelligent, strategic and analytical approach to retargeting. A proper dynamic campaign serves Internet users an interactive, eye-catching ad that not only reminds them about a great deal, but it also has the ability to up-sell them and deliver new offers or deals on top of the ads they have already been served. Dynamic ads can send users new offers and learn about their online traits. This is another segmented and targeted approach similar to the social targeted ad solutions. By adding a retargeting campaign to your online marketing and advertising goals, you can boost ad response by up to 400 percent and it will help your business stay in front of consumers as they navigate the web. 11

Be Found. Get Connected. Stay Engaged. See Results. At G/O Digital, we understand that marketing can no longer be limited to traditional advertising methods and that integrated marketing is the future. With over 100 years of media and marketing solutions, Gannett Media Corporation has experience in driving growth through traditional channels. The world is quickly becoming digital and it s time for your business to catch up. G/O Digital provides a number of Paid Media solutions that can help your business target and acquire new customers. Contact us today to speak directly with a Digital Specialist or reach out to our Jump Start Team at 855.852.2425. 0165 062015