Essentials Of Digital Markerting(4341601)

Date:…………………….

PRACTICAL – 1
Aim : Prepare Report on P.O.E.M framework and its Benefits in digital Marketing.
›› Digital Markerting Starategy (P.O.E.M Framework) :
1. Introduction
In the world of digital marketing, companies need a clear and actionable strategy to reach their target
audience and achieve business objectives. One of the most effective frameworks for developing a
comprehensive digital marketing strategy is the POEM Framework. POEM stands for Paid Media, Owned
Media, and Earned Media, three essential components that form the core of modern digital marketing
campaigns.
The rise of digital platforms has transformed the way businesses connect with their customers. Traditional
marketing strategies often fail to account for the diverse and dynamic ways in which consumers engage
with brands online. Therefore, businesses are required to create a balance between leveraging paid, owned,
and earned media to develop a holistic marketing approach. This report delves into the POEM framework,
providing an in-depth analysis of its components, their importance, and how they work together to help
marketers build effective and sustainable campaigns.

2. What is the POEM Framework?

The POEM framework is a strategic tool that divides a brand’s media assets into three categories: Paid
Media, Owned Media, and Earned Media. These categories represent different types of exposure, with
each offering its own unique advantages and challenges.
• Paid Media refers to the advertisements that a company pays for, such as
display ads, search engine ads, and social media ads.
• Owned Media is content and channels that a brand directly controls,
including websites, blogs, social media accounts, and email lists.
Essentials Of Digital Markerting(4341601)

• Earned Media is the exposure a brand gains through organic methods like
word-of-mouth, online reviews, and social media mentions.
The integration of these three types of media allows businesses to create a well-rounded digital
marketing strategy that can boost brand awareness, engagement, and conversion rates.

• Paid Media
Overview :-
Paid Media is any marketing effort that involves paying to display ads or promotional content to reach a
target audience. This form of media is often seen as a shortcut to acquiring visibility, as it guarantees that
brands can reach large, specific audiences instantly. The use of paid media is especially important when
businesses want to drive immediate results and have a larger control over the visibility of their messages.
Types of Paid Media
1. Search Engine Advertising (PPC): Pay-per-click (PPC) ads on search engines like Google or
Bing allow brands to appear on search engine results pages (SERPs) based on specific keywords.
2. Display Advertising: Banner ads, video ads, and other forms of display ads can appear on
websites, apps, and social media platforms.
3. Social Media Ads: Platforms such as Facebook, Instagram, Twitter, and LinkedIn offer paid
advertising opportunities to target users based on demographics, interests, behaviors, and more.
4. Influencer Marketing: Collaborating with influencers to promote a product or service in exchange
for compensation is another form of paid media.
Benefits of Paid Media in Digital Marketing
• Instant Results: Paid media can deliver immediate visibility and traffic.
• Targeting: Highly customizable targeting options ensure you reach the right audience.
• Scalability: Campaigns can be scaled up or down depending on budget.
• Performance Metrics: Paid media campaigns come with robust analytics that allow marketers to
measure performance and optimize accordingly.
Essentials Of Digital Markerting(4341601)

Examples
• A company running Facebook ads to promote a new product launch.
• A brand bidding on keywords for a Google search ad campaign related to their industry.
• Display ads appearing on a popular website like CNN or Forbes.

3. Owned Media
Overview
Owned Media refers to all the digital assets that a brand owns and controls, such as websites, social
media profiles, email newsletters, and blogs. Unlike paid or earned media, owned media is entirely under
the brand's control and can be used for long-term marketing goals.
Importance of Owned Media
Owned media is crucial because it offers a platform for brands to communicate directly with their
audience without relying on third-party networks. It also serves as a foundation for establishing
credibility and trust. Having your own digital assets allows for consistency in branding, messaging, and
audience engagement.
Examples of Owned Media
• Websites: A company’s official website, including product pages, blogs, and landing pages.
• Social Media Channels: Brand profiles on platforms like Instagram, Twitter, Facebook, or
LinkedIn.
• Email Newsletters: Direct communication through newsletters or promotional emails to
subscribers.
• Mobile Apps: A company’s own app, which can be used to engage customers with personalized
offers.
Benefits of Owned Media
• Full Control: Since you own the media, you control the content, design, and messaging.
Essentials Of Digital Markerting(4341601)

• Cost-Effective: Once set up, owned media doesn’t require constant financial investment, unlike
paid media.
• Long-Term Value: Owned media can build over time and continue to attract customers and
prospects.
• Audience Insights: Direct communication with your audience provides valuable insights for
improving customer experiences.

4. Earned Media
Overview
Earned Media refers to the organic publicity that a brand gains through word-of-mouth, customer
reviews, media coverage, and mentions on social media. This form of media is earned because it results
from positive interactions, experiences, and conversations that customers, influencers, and the media
create.
Importance of Earned Media
Earned media is highly valuable because it is perceived as more authentic than paid or owned media.
Consumers trust earned media, such as user reviews or social mentions, more than traditional
advertisements. It builds credibility and fosters relationships with both customers and influencers.
However, it requires a strong focus on delivering quality products and exceptional customer service to
drive the organic attention needed.
How to Earn Media
• Encourage User Reviews: Ask satisfied customers to share their experiences online.
• Influencer Marketing: Collaborate with influencers who can talk about your brand in a genuine
way.
• Press Coverage: Gain media attention through PR efforts, such as press releases, product
launches, or events.
• Social Mentions: Create campaigns or content that encourages people to talk about your brand on
social platforms.
Essentials Of Digital Markerting(4341601)

Benefits and Examples of Earned Media

• Higher Trust: People trust earned media more than paid advertisements, as it often comes from
unbiased sources.
• Cost-Free Exposure: Unlike paid media, earned media doesn’t require a financial investment to
gain attention.
• Brand Credibility: Positive mentions or reviews help build a brand’s reputation.
• Examples: A company being featured in an article by a prominent news outlet or users tweeting
about their experience with a brand.

5. Integrating POEM Framework in Digital Marketing Strategy

To fully utilize the POEM framework, it is essential to integrate all three types of media into your digital
marketing strategy. Here’s how brands can achieve that:
Step-by-Step Integration
1. Define Goals: Establish what you want to achieve with your digital marketing efforts. Are you
looking to increase brand awareness, generate leads, or build customer loyalty?
2. Identify Target Audience: Use customer insights and data analytics to identify who your audience
is and where they spend their time online.
3. Choose the Right Mix: Decide on the optimal balance of paid, owned, and earned media for your
goals. For example, you may need to rely heavily on paid ads for a new product launch but use
owned media (email marketing, website content) for long-term customer engagement.
4. Content Strategy: Develop a content plan that aligns with your media strategy. Content must
resonate across all channels, from your website to your social media platforms and even paid
ads.
5. Measure and Adjust: Continuously monitor and analyze performance metrics to see how each
form of media is contributing to your goals. Adjust your strategy accordingly for optimal results.
Essentials Of Digital Markerting(4341601)

• Consistency Across Channels: Ensure your brand messaging and tone are consistent across paid,
owned, and earned media channels.
• Leverage Data: Use customer data to optimize and personalize content across all media types.
• Engage with the Audience: Actively engage with users on owned media (social media, blog) to
encourage earned media and foster relationships.
››Benefits and Challenges of the POEM Media Types:
Media Type Benefits Challenges
• Immediacy: Marketers can get their • Noise: Since people are
media in front of target audiences much bombarded with so
more quickly and efficiently. many ads, it can be
• Control: Because paid media is created challenging to get your
by the brand and distributed through audience’s attention.
specific channels, the messaging is • Low Response
controlled and usually, cannot be Rates: Due to ad
changed or edited. blockers and ad
Paid media • Wider Reach: Marketers can access saturation, response
larger audiences much more quickly rates continue to
and effectively. decline.
• Trackable: Most paid media systems • Less Credibility: While
can measure the behaviours of the easy to promote, paid
audience and report on the media’s media can sometimes be
performance. perceived as spam or
inappropriate.

• Brand Control: Since this media is • Relevance: If the brand

developed and distributed by the brand, does not know its
it represents the media that brands audience well, the
Owned Media
control the most. media may be perceived
• Ability to Change: Brands can quickly as irrelevant or
create and adapt media to meet the uninteresting.
Essentials Of Digital Markerting(4341601)

ever-changing needs and interests of • Mistrust: Many people

the audience. do not trust
• Efficient Processes: Brands can ensure communications that
that these processes are efficient and come directly from
match the structure(s) of their brands.
organizations and audiences. • Difficulty in Scaling: It
• Longevity of Content: Brands can make takes time and
sure that this media is available / resources to organically
accessible for longer periods of time. build and grow a large
audience.

• Most Credible: Posts written and shared • Lack of Control: Brands

by others carry the most credibility. cannot control what
They tend to be perceived as the most others say about them.
believable, authentic, genuine, and • Negative
truthful. Virality: Negative posts
• Wider Reach: Getting others to share spread faster than
content with their own networks can positive ones and have
Earned Media
exponentially increase a brand’s reach the potential to go viral.
and exposure. • Hard to Track: When
others post, it may be
difficult to know who is
hearing about your
brand.

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