What is POEM in Digital Marketing – Understanding Paid, Owned, Earned Media

In the digital marketing industry, you’ll encounter a few common words or phrases. Content marketing, search engine optimisation (SEO), social media management—these are terms that you’ll hear tossed around quite often. However, have you heard of “POEM” in digital marketing?


POEM stands for Paid, Owned, and Earned Media, all of which serve as a framework for your digital marketing strategies. Knowing more about POEM will help you come up with better marketing strategies. But to utilise POEM for your campaign, it’s essential to understand the purpose and meaning behind each marketing channel.


When creating a marketing campaign, don’t stick with just one strategy. To create a marketing campaign, you need to plan several strategies that will improve your chances of success. That includes utilising excellent marketing techniques, such as paid, owned, and earned media.


Here’s everything you need to know about POEM!



Paid Media

Whenever you think about advertising, what comes to mind? Perhaps you’ll think of ads and commercials. In digital marketing, these are examples of paid media, a form of advertising that utilises different channels, such as social media and search engines.


In short, the goal of paid media marketing is to deliver paid or sponsored ads to reach the right audience. In many ways, it’s similar to traditional advertising, wherein you’ll place ads in different media, such as newspapers, billboards, television, and radio. However, the difference is that paid media usually involves digital marketing platforms—like social media platforms and websites, for instance.


How can you boost the effectiveness of your paid media campaign, anyway? Check out these effective marketing strategies:


1. Social Media Marketing

Social media marketing is one of the best ways to reach your target audience. Once you deliver your ads on social media platforms such as Facebook, Twitter, and Instagram, you’ll reach your target audience as soon as possible.


Deliver your paid ads on networking sites that will benefit you the most. For instance, Facebook offers a variety of marketing tools that will let you define your target market, analyse your performance, and share links to your website. On the other hand, Instagram is perfect for publishing images and videos to showcase your brand and increase brand awareness.


2. Email Marketing

Email marketing has made its return this 2020, and it remains to be one of the most effective digital marketing strategies to date. The goal is to send emails to your customers. However, to do so, you must create a list of subscribers who’ll receive your emails. These subscribers can be existing customers, people who’ve subscribed to your website, or followers on your social media page.


While building your email list, you should also utilise efficient pay-per-click (PPC) ads. Your PPC ads will help you target and reach the right audience so your email list can grow.


3. Pay-Per-Click Marketing (PPC)

As mentioned earlier, incorporating PPC ads in your email marketing is a tried-and-tested formula. But PPC marketing is also excellent for boosting your site’s search engine rankings in an instant. By using a paid search ad, Google will display a link to your website on the search results page, depending on the user’s queries and keywords.



Owned Media

As the name suggests, owned media refers to your possessions and assets. Examples include your website, social media page, blog posts, articles, case studies, and many more.


With the freedom to control your content, the possibilities are endless. The goal is to provide quality content for your audience. Videos, images, articles—utilise these to your advantage so you can establish your reputation and grow your customer base. Not to mention, doing so is much more cost-effective compared to acquiring new customers, which can be costly in the long run.


What are some examples of owned media channels?


  • Website
  • Blog page
  • Social media page
  • Emails
  • Online forums and communities



Earned Media

While owned media is the organisation of your assets, earned media refers to the activities involving such possessions. In short, utilising your owned media channels—website, blog page, social media account—is the definition of earned media.


Know More: The POEM Framework: How To Optimise Your Marketing Strategies?


With earned media, your objective is to create content that you can use for your website. As such, one of the perfect ways to generate leads is to build a blog page. On your blog, you can post articles and infographics related to your line of work. Afterwards, you can share your posts on social media to attract new customers and engage with existing ones. That way, you can increase your customer base while expanding your audience reach.


Some examples of earned media tactics include:


  • Content marketing
  • SEO
  • Influencer marketing
  • Social media marketing




Use your newfound knowledge in digital marketing to come up with better strategies! With POEM, you can do just that. If you need help, get in touch with an SEO company in Singapore to assist you.


For more digital marketing tips, feel free to check out our blog!

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