The digital marketing landscape has been continuously growing and evolving in the past few years, with trends changing and consumers becoming more engaged with businesses.
However, regardless of the many constant changes in the digital marketing industry, one thing will always remain relevant: the POEM framework.
But what exactly is the POEM framework, anyway?
The POEM framework is a business model that marketers use as a reference for their digital marketing strategies. You can use the POEM framework for various digital marketing practices, such as social media management, SEO, SEM, and many more.
The Rise Of The Poem Framework
POEM in digital marketing is not about words that rhyme and help express emotions. This acronym, POEM framework, stands for paid, owned, and earned media.
While the POEM framework has nothing new to most experienced marketers, not everyone is aware of its importance for marketing. With so many changes and additions to the digital marketing industry, it is not surprising that many people overlook the significance of the POEM (or P.O.E.M.) framework.
You should know that the POEM framework has been around for decades, and it continues to evolve up to this day. You can use POEM as a guide for your marketing strategy and formulate better tactics that will allow you to attract more traffic, gain leads and boost sales.
The best way to achieve success for your digital marketing efforts is to follow the POEM framework. With the right balance of paid, owned, and earned media marketing strategies, you can think and plan better and more effective tactics for your business.
Part 1 – Understanding The Poem Framework
The POEM framework is a business methodology that you can use to develop your digital marketing strategies. There are three parts of the POEM framework: paid, owned, and earned media, all of which will affect every aspect of your digital marketing campaign.
The first part of the POEM framework—paid media. It is the most common type of marketing channel. Any avenue or space that requires payment falls under this category. Most advertisements are also part of paid media, including sponsorships and publications.
In the context of digital marketing, paid media offers a variety of channels that you can use to expand your reach. Paid media is one of the quickest and most efficient ways to connect with your target audience. By promoting your products or services on paid media channels, such as Google Ads and Facebook Ads—you can grow your audience and build a sizable customer base.
Examples of promoting your brand through paid media channels cover television commercials, radio announcements, print, pay-per-click (PPC) advertising, advertising platforms (e.g. Google Ads, Bing Ads), and search engine marketing (SEM). Even specific aspects of social media, mainly sponsored ads for Facebook and Instagram, are a part of paid media.
More examples of paid media include:
- Search ads
- Shopping ads
- Display ads
- Paid influencers
Gaining exposure by way of paid media is an excellent digital marketing strategy for raising brand awareness. The price of displaying your ads might be concerning, but the rewards are worth your investment. Your ads will eventually reach your target audience, allowing you to attract traffic, gain leads and boost sales.
Owned media is the second part of the POEM framework, and it is about everything under the ownership of your company, organisation, or brand. When it comes to owned media, you can use your assets and possessions for marketing purposes. You control your digital marketing channels, allowing you to promote your business online in any way you see fit.
Owned media consists of various assets under your ownership, such as your website, blog, print ads, and other promotional materials. You can use these assets to promote your products or services.
Examples of owned media include:
- Blog posts
- Social media pages
Cost-effectiveness is your main advantage when it comes to owned media. Since you already own assets and possessions, there is no need to spend as much money as paid media marketing. However, maintaining your digital marketing outlets and channels will lead to incurred costs, so you still have to include your owned media expenses in your return on investment (ROI).
Versatility and longevity are additional benefits of owned media. You have total control over the way you handle your marketing assets. It allows you to maximise the effectiveness of your owned media marketing strategies as long as needed.
Earned media is the latest term in the POEM framework. It refers to the exposure and recognition your business is receiving due to organic publicity and awareness. With earned media, you can interact, connect, and communicate with your audience through third-party channels, such as social media, public relations (PR), and referrals.
You should know that most marketers classify earned media as inbound marketing. It is a process of gaining leads by distributing valuable content and securing conversions. Know that earned media is highly effective for digital marketing—as long as you continue to deliver quality and relevant content and engage with your target audience. Any hindrance to your marketing efforts may prevent your earned media from making substantial progress.
Managing your earned media is vital for establishing credibility and authority. If done right, you can analyse the impact of your marketing on your brand. It will help you think and plan better strategies to attract more traffic, gain leads and drive sales.
Examples of earned media include:
- Word-of-mouth marketing
- Viral marketing
- Press releases
- Brand awareness
Good thing you can promote your business through earned media channels in many ways. One excellent example is search engine optimisation (SEO). With SEO, you can improve your website’s online presence on organic search results. To do so, you have to optimise your website for SEO by getting quality backlinks and creating relevant content.
Similar to owned media, you can gain publicity without having to pay for ad space. Your earned media marketing efforts should extend your online reach. Once you have established your credibility, you can reach more people and build trust—that allows you to gain more exposure and recognition.
Part 2 – How To Use POEM Framework For Marketing?
When you divide the POEM framework into three separate categories, you will have different sets of effective marketing strategies for your business. Earn, owned, and paid media—all of these specialise in diverse aspects of your marketing campaign.
Here are some of the most effective marketing strategies that involve the use of the POEM framework.
List Of Marketing Strategies That Affect Poem
1. Social Media Marketing
Social media marketing covers all three categories of the POEM framework for many reasons. First, you can boost your paid ads on social media sites like Facebook, Twitter, Instagram, and LinkedIn to reach more people. As such, social media marketing falls under the paid media category.
Second, social media marketing is also a part of owned media since you can share and create content while using your very own social media page. The goal is to engage with potential customers and drive more traffic to your website. To do so, create quality and relevant content on your website that will capture the attention of your target audience and share it on social media to gain more brand exposure.
Lastly, sharing valuable content and engaging with customers on social media will help you raise brand awareness and gain exposure. As a result, you can earn publicity on social media to attract more potential customers. Examples of earned media on social media platforms include likes, shares, and comments.
Know that social media is the most versatile platform for digital marketing, as it affects paid, owned, and earned media. You can manage a social media page, deliver paid ads, and build a name for your business. All of these are attainable with the help of an effective social media marketing strategy.
2. Influencer Marketing
Earned media is all about interacting with an audience through third-party channels. Fortunately, influencer marketing is the perfect strategy for doing just that. The goal of influencer marketing is to let a social media influencer endorse your products or services. Since they already have many followers and fans supporting them, more people would see your digital marketing campaign if you partner with one.
That is why influencer marketing is effective when it comes to engaging with an audience. Try finding an influencer who has the same target audience as you. The influencer can promote your business by showcasing your products on social media, both on your social media page and the influencer’s social media account.
When choosing an influencer for your marketing campaign, you have to consider the following factors:
- Who is their target audience
- How many followers and fans do they have
- If your brand and the type of content the influencer endorses is a good match
These days, the highly recommended social media platforms for influencer marketing are Instagram and TikTok since both have more than 1 billion users worldwide. That is why you can start from there if you want to engage with an active audience on social media. Also, make sure to choose the right influencer to establish your credibility and connect with more potential customers.
3. Search Engine Optimisation (SEO)
In this day and age, having an SEO-friendly website is a must. SEO services are essential for driving organic traffic to your website. Optimise your website for SEO to increase your search engine rankings and attract more potential customers.
To obtain high-quality traffic for your website, optimise your content based on effective marketing strategies, such as link building and keyword research. Link building focuses on increasing the number of inbound links to your website, while keyword research is the method of finding relevant terms and phrases for your content.
With SEO, you have countless marketing opportunities to expand your online presence. For instance, you can create high-quality, SEO-friendly content for your website by using relevant keywords. Doing so should make your website more visible and searchable on search engines like Google and Bing.
SEO can also serve as your primary source of leads. Combine it with effective content marketing, and your online presence will grow in the long run. Other benefits of SEO marketing include:
- Achieve a higher conversion rate
- Establish credibility
- Raise brand awareness
- Rank higher on search engines
- Cater your website to mobile users
- Effectively measure search engine rankings
Search engine optimisation is ideal for achieving higher web visibility. You can attract more visitors as your search engine rankings increase over time. Remember to optimise your content from time to time to get more customers.
The only downside of SEO is that it can take a long time before you notice any results. Increasing your SEO rankings requires long-term planning and execution. You have to be patient and wait until your marketing efforts can make noticeable progress.
For more effective SEO strategies, get in touch with an SEO company in Singapore. Discover the perfect marketing strategy for your business with the help of a search engine optimisation specialist.
4. Search Engine Marketing (SEM)
Search engine marketing, also known as SEM, is an umbrella term that covers a wide range of promotional activities involving search engines such as Google, Yahoo!, and Bing. Unlike SEO, SEM is a paid marketing strategy. With search engines as your digital marketing platforms, you can upload your display ads to improve your web visibility and generate leads.
One part of SEM is PPC advertising, a digital marketing practice that marketers use to drive paid traffic to their websites. With PPC advertising, you will conduct keyword research and choose highly relevant keywords for your website. Afterwards, the next step is to bid on high-value keywords on Google Ads to get your ads on top of a search engine results page (SERP).
Most marketers use online advertising platforms such as Google Ads and Amazon Advertising to launch their PPC advertising campaigns. Each time someone clicks on your ads, you will have to pay for your chosen advertising platform.
As a paid media channel, Google Ads is one of your best choices available. It is a highly effective platform for gaining leads and targeting prospects. By earning enough clicks, you can direct as many people as possible to your website, allowing you to convert leads to sales.
Not to mention, SEM is highly scalable, meaning you have total control over your budget. That is why you should use this to your advantage to obtain a high quality of paid traffic for your website.
5. Content Marketing
To apply the first and second categories of the POEM framework, use content marketing practices to promote your business, engage with your target audience, and boost your search engine rankings. Your content marketing efforts shall nurture traffic and leads as time progresses, as long as you maintain a stable relationship with potential customers.
Know that content marketing is an effective digital marketing strategy that involves paid, owned, and earned media channels and assets. You can share quality content with your customers to earn their trust. To extend your reach, try using paid content promotional tactics that can generate your ROI.
Examples of content marketing assets include:
- Case studies
- Blog posts
- eBooks (e.g., epub, PDF)
With content marketing, you have a wide range of assets at your disposal. Besides creating written content for blog posts or whitepapers, you can produce videos to showcase valuable information about your business or relevant topics.
Content marketing is essential for building trust and increasing search engine rankings. Unlike traditional advertising, the purpose of content marketing is to forge relationships and connect with potential customers. Once you earn their trust, you can subtly persuade them to engage with your business even further, like making a purchase or sharing your content with others.
6. Viral Marketing
For your digital marketing efforts to succeed in earned media, you have to generate publicity and attract attention. The best way to do so is by conducting a viral marketing campaign.
Viral marketing is a business strategy that aims to spread information in the fastest way possible, either through word-of-mouth or the Internet. A successful viral marketing campaign starts by staying up to date with the latest trends. Utilise some of the latest trends for your ads to connect with your audience.
Most successful viral campaigns happen by accident. Any digital marketing campaign is viewed as viral as long as it has reached thousands or millions of people in a short time. The trick here is to create viral content is to share information with a high probability of being spread by your audience.
For example, Google Android released a viral commercial in 2015 that showcases a compilation of short clips presenting various animals huddled together. Despite the brand logo of Android appearing for only two seconds, the commercial garnered millions of views almost instantly. Google Android’s digital marketing campaign is still popular up to this day.
The low-budget commercial succeeded in appealing to a broad audience that consists of animal lovers. Even today, the commercial is still receiving a ton of attention, with many viewers appreciating the heartwarming concept and theme.
Creating a successful viral marketing campaign is probably one of the hardest things to do. There is no secret recipe for success, but you can incorporate themes such as humour and drama with your digital marketing campaign to make it more appealing and attract the attention of your target audience.
For more examples of viral marketing campaigns, read this article. By looking at these examples, you might gain ideas on what you should do to produce a viral marketing campaign for your brand.
7. Email Marketing
Until today, email marketing remains to be an effective strategy for building trust and connecting with customers. You can send quality content via emails to welcome customers to your business, share updates about your products and services, and even give out exclusive promotions.
The best part is that you can incorporate email marketing with PPC advertising by using paid search to grow your list of email subscribers. Doing so would help increase your customer base and reach.
For instance, consider putting a call to action (CTA) in your paid ads that encourage users to send you an email. Make your CTA engaging to encourage more users to contact your business via email.
KNOW MORE: A Beginner’s Guide To Email Marketing
Email marketing is also cost-effective. If your email marketing strategy succeeds, it can deliver the highest ROI compared to other forms of marketing. According to a study from Litmus, email marketing generates $36 of every $1 spent. That means that ROI you gain is 3,600% times more—making it one of the most effective digital marketing strategies.
Here are the other benefits of email marketing include:
- Connect with potential customers
- It is highly measurable
- Ideal for small businesses
- Provide customers with personalised content
ALSO READ: Email Marketing: Tips, Tricks, And Mistakes
Part 3 – The Pros And Cons Of Poem Framework
The POEM framework should serve as a guide for your digital marketing strategies. By sticking to only one marketing channel, you will be less likely to reach your target audience. That is why you should try combining all three parts of the POEM framework so you can get the best results out of your digital marketing campaign.
Also, the POEM framework is becoming more relevant as digital marketing continues to evolve. Over time, transformations happen in the marketing industry that will change the landscape forever. Know that the way people handle business today may not be the same in the next few years, so understanding the current POEM framework is vital for your marketing success.
Each category of the POEM framework offers unique advantages and disadvantages. Therefore, better gain an understanding of what the POEM framework is so you would know where your brand should stand.
Check out the pros and cons of paid, owned, and earned media.
The Future Of Poem
It is only a matter of time until the POEM framework in digital marketing will transform into something bigger and better. The Internet age has already passed, providing people with social media, mobile devices, and many more blessings to help marketers promote products and services. As a result, the POEM framework has changed for the better.
Keep the POEM framework in mind whenever you create an effective digital marketing strategy in Singapore for your business. Try to cover all marketing channels, especially the three categories of the POEM framework: paid, owned, and earned media channels, as much as possible.
For more tips and tricks about digital marketing, get in touch with our award winning digital marketing agency in Singapore. Contact OOm today at 6391-0930.