Paid media VS Earned media and Digital marketing
- July 12, 2019
- Posted by: Tanveer Sahab
- Category: Digital Marketing
Paid media is the media that can be purchased and used by the businesses and marketers to promote and build communication, whereas earned media is free and it is gained with persistent quality efforts over a period of time. Marketers using a judicious combination of paid media and earned media will have a higher probability of success because it will not only bring leads and business development opportunities but also it will optimize the cost part of the marketing budget. The digital marketing training should exclusively focus to help students learn both types of media and their effective usage to succeed.
Role of earned & paid media in digital marketing
Digital marketing focuses upon the different channels and is it the focus of digital marketing training, paid and earned media play important roles in lead generation and business development. The channels like search engine marketing, social media marketing create opportunities for the marketers to buy the space and show the content to the consumers and visitors. Since these media are the paid media, so they preferably are shown to the consumers and attract them. It is the reason that any business starting today, can fetch clients by tomorrow using the paid media and it is possible through paid media providers such as Google Ads and Bing Ads.
In Comparison to paid media, earned media is the publicity that is gained over a period of time and it comes free of cost though. But, it requires time and patience. For example, gaining rank on the first page in search engine optimization is the example of earned media. It has bigger competition than that of paid media.
The scope of Media in digital marketing
There is the huge scope of media in digital marketing, but it requires careful selection of the media as well as budgeting to acquire the media so that the return on investment remains positive and brings profit to the organization. Hence, media selection must be aligned with the value of the products