Owned, Earned and Paid Media: The Super-Hero Analogy
Big fans of CW’s DC superhero series A.K.A the Arrowverse? Let’s talk about how the Arrowverse relates the Digital Marketing Trifecta, Owned, Earned and Paid Media.
Owned Media – The Superheroes
In every story, the superhero always leads the charge and save the world; all the attention is on him/her. Same for your Digital Marketing efforts. Your Owned Media, i.e. website/microsite/content hub has to take the lead in all your campaigns.
Earned Media – The team behind the superheroes
Behind every successful superhero is a team. The team helps to support the super-heroes by providing valuable assistance in critical situations. To enhance owned media, earned media efforts like PR coverage and Influencer Engagement contributes by pushing your campaign even further and building trust with you target audience.
Paid Media – The Gadgets that helps to further the cause
Can you imagine the Arrow without his array of gadgets which he uses to take down the villains or The Flash without the research insights from S.T.A.R labs to take down meta-humans? Although most super-heroes can still function without their toys, you can’t deny that it helps them to further their cause and speed things up!
In a digital marketing perspective, campaigns can still function without paid media, but it will have limited reach. Paid media helps to increase campaign reach and allow for more focused targeting.