Types of media that you can use to support your marketing efforts 2021.

There are many different types of media that can be used to support your marketing efforts from the traditional media platforms to the digital platforms that can be utilized by either individuals or even companies of any size. 

 

There are the following types of media:

 

1.     Owned, 

2.     Earned, 

3.     Paid,

4.     Shared &

5.     Rented.

 

Although, let us start with traditional media channels or types:

 

Traditional media can include adverts or articles within newspapers, magazines, trade journals as well as other traditional printed media forms or there are are also television (TV) adverts or even radio adverts or even a sponsorship agreement between the radio station or even the TV station and your company where there can be product placement within these TV or radio shows and the ads that appear on these channels or even during ad breaks or possibly 'this show is brought to you by 'a company' although, this may only be available on commercial stations.  

Rather than these channels being completely to do with the marketing department within a company or organisation this can also be considered as being also a press relations (PR) channel especially if it entails a press release or a full article is required to be released by the company or organisation and published. 

Traditional paid media channels can include newspapers, magazines (print media), radio, television (broadcast media), in transport stations such as train stations, bus stations and other public transport stations and other city specific transport stations such as the London (United Kingdom (UK) Underground stations or even the Luas stations in Dublin (Republic Of Ireland (ROI) and Subway in New York (United States Of America (USA).

Other forms of traditional media channels could be company brochures, university, or college prospectuses (in terms of education) as well as many other traditional media that can be utilised in different forms of marketing efforts. 

 

Digital media

 

Owned media 

 

These are only 3 example of owned media (although, there are many other examples): 

 

1.     Your company's' website is owned media as your company has complete control over it and there aren't any guidelines pre-defined and restrictions in place. For using this form of media unless the company has applied limits for certain users within the company itself or by the individual marketer if this is one of your own personal websites that you have set up.

2.     Your company can develop an application (app) for internal customers such as staff or for external customers to use to access a particular service or a range of services that your company provides this is set up and run and owned by the company itself. Rather that it belonging to another company and you only using it as that would fall into the rented media type of media rather than owned media.  

3.     Your company can create a company blog (a blog could also be considered as rented media also if you are utilizing a third-party hosting website although you still own the content that you post on this unless you invite guest contributors to contribute one of their blogs on the company blog or the third-party blog hosting website. That blog(s) would be considered as content owned by the contributing party rather than your own company. 

 

Owned media is anything under or your companies’ direct control such as:

• Companies or even your own personal websites where you choose what you want to include or not to include on it and what to include without the guidelines that most third-party sites usually ask you to consent to and accept when signing up.   
• Newsletters that you or your company releases either in the post, emails or even in downloadable versions usually in PDF or a Microsoft Word version or even just imbedded within an email. Usually though signing up form on the website this is also a a good way that you could grow your email list as long as you include an option to opt in and get permission for their personal contact details to be collected and stored as well as an opt out option in each email to opt out at any time in line with the General Data Protection Regulation (GDPR) or any other regulation that your country has in operation.
• Catalogues that contain the products and services that your company or you yourself offers and these could be in available through your website and even in print form although that's when it becomes an example of traditional media as it either has to be distributed by hand and / or posted rather than it being easily distributed via your company’s website. 
• Blogs (for example this one that you are currently reading this on) that can be on your own website or a third-party blog hosting website. Here are a couple of examples: Blogger (https://www.blogger.com/) (This particular one), WordPress (https://wordpress.com/) (another one), Medium (https://medium.com/) (a further example of one), There are also other third-party blog hosting websites available. These are only a couple of examples.

 

Earned media

 

Earned media types could be considered as social media channels as you earning these likes, comments, shares, retweets and other social media channel specific social interactions and you are growing an audience as long as it's organic growth rather than paid growth. 

 

Paid media

 

Paid media channels could be considered as pay per click (PPC) online examples could be for example:

• Google Ads search ads (https://ads.google.com/intl/en_uk/home/campaigns/search-ads/). 
• Bing Ads (https://ads.microsoft.com/)

As two examples for search engines that have paid for media channels that can be utilized for your company or individual marketing and adverting efforts. 

 

• Sponsored social or promoted social media posts, please find an example of this form of paid media below: 

 

Source: https://www.linkedin.com/posts/activity-6747542871865335808-Spky

 

This particular post is an example of paid media as you can see under the 'number of followers' you can see clearly stated 'promoted'. 

 

In the case of this particular there is a clear message 'Subscribe & save 50%' as well as a clear button to click on labelled 'Subscribe'. 

 

This is only one example from LinkedIn. This post will appear in the LinkedIn feeds of LinkedIn users even if, you are not following the 'Financial Times'. I can tell you this I'm not even following the Financial Times.

 

 

• Display Ads, 

 

Source: https://ads.google.com/intl/en_uk/home/campaigns/display-ads/

 

These ads contain an image as well as a short description as well as a click through direct to a place to perhaps buy the item or find out more information about the company’s product or even the service(s) and perhaps even.

 

 

• Video ads

 

There are many ways to use video ads and create them they could be only photos and text or actual videos. 

 

For further information from Facebook on Video ads here is a link:  https://www.facebook.com/business/ads/video-ad-format

 

Including the following types that Facebook can you provide on their social media website: 

• Slideshow
• Stories
• Carousel
• Collection
• Messenger
• Playables
• Instant Experiences
• Premium video

There are many more example of these paid media here are a couple of other examples that you could consider utilising in your marketing.

• Paid search results,
• Pop-ups and
• Other promoted multimedia. 

 

These examples are from: Meyer, K. (2019, Hubspot, Paid media, explained in 400 words or less, source: https://blog.hubspot.com/marketing/earned-owned-paid-media-lead-generation).

 

• Search 
• Display Ad Networks can be networks where you can bid for key words and ad space within search engines such as Google, Bing (Microsoft) and can be charged based on pay per click (PPC) or another payment plan that is available. 
• Affiliate Marketing  

 

These examples are from: Chaffey, D. (2020, SmartInsights, The difference between paid owned and earned media, Source: https://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/new-media-options/). 

Social 

 

• LinkedIn Ads (https://business.linkedin.com/marketing-solutions/ads)
• Twitter Ads (https://business.twitter.com/en/advertising.html)
• Facebook Ads (https://www.facebook.com/business/marketing/facebook)
• Tik Tok (https://www.tiktok.com/business/en-US)
• SnapChat (https://forbusiness.snapchat.com/)

 

Owned media

 

Owned media can be considered as any media that a company, individual has complete direct control over such as:

• Websites, 
• Newsletters, 
• Catalogues, and 
• Blogs.

That you or your company writes, and releases and you control what is posted and included within them.  

 

These examples are from: Bonchek, M (2014, Harvard Business Review, Making sense of owned media, source: https://hbr.org/2014/10/making-sense-of-owned-media).

 

Shared media

 

Shared media can be any media content that you or your company has created and shared on special media channels by your company and it is targeted that others could view on other websites and share it with their community's and friends, families, colleagues and this is generally for free unless you choose to promote the post which would lead this to be a part of paid media.   

 

Rented media

Rented media is not included within the model although this can be considered as any other website or blog hosting website such as Blogger.

Other examples are:

• Most email services such as Mail Chimp, Outlook, Gmail, etc.
• Web-Based Meeting Platforms such as Google Meetings, GoToMeeting, Skype, etc.
• Online social media platforms such as Facebook, Twitter, Instagram, LinkedIn, etc.
• Podcast hosting platforms such as Apple Podcasts, Spotify, SoundCloud, etc.

Source of some of these examples of rented media: Hunt, C. (2016, Denovati, Digital media: owned, earned, paid … plus share, free and rented , source: http://denovati.com/2016/06/digital-media-owned-earned-paid-shared-free-rented/).

These 4 types of media together form a particular Public Relations (PR) model that has become known as the PESO (Paid, Earned, Shared & Owned) model that was developed by Gini Dietrich of Spin Sucks.

 

This is their model below:

 

 

 

Source of the above image and link for further information on the above model from the developer: https://spinsucks.com/communication/pr-pros-must-embrace-the-peso-model/ . Also, there is a full book on the model.

 

These are only a selection of examples and a starting point there are many more that you could consider including within your marketing efforts.

I hope you found this short blog of in interest and of help for your personal marketing needs or even for the company that you work for due on Monday and that marks the end of this module.

Unfortunately, this is the final post on this blog for now as I have a report to complete on this for my Marketing Analytics module as part the MSc in Marketing that I'm completing as part of the MSc in Marketing I'm currently completing. I may start this blog up again in the future so please watch this space. 

David Mc Donald, BSc (Hons)

Currently completing an MSc in Marketing