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Digital Marketing Made Simple | HubSpot

Owned

OWNED DIGITAL MARKETING CHANNELS & ASSETS

 

We refer to these digital marketing channels/assets as ‘owned’ because once your business has created them, they’re yours. Your business has sole responsibility for when and where they appear online and how they’re distributed. For example, you’re able to control exactly what appears in your company’s Twitter feed, making it an ‘owned’ channel. You can decide at any time to publish a blog post on your website and you can promote your new ebook to your email database whenever you like. These are also referred to as your ‘owned’ channels.

 

Owned digital marketing channels & assets include: 

 

  • Your website

  • Your business’s social media profiles

  • Email marketing

  • Online branding assets (logos, images, etc.)

  • Your blog

  • Online brochures

  • Other written content (such as ebooks and digital white papers) 

Earned

EARNED DIGITAL MARKETING CHANNELS & ASSETS

 

Earned media is the online coverage your business gets as a result of interacting with customers, other players in your industry, or news sources. In the most simplistic terms, it’s word-of-mouth marketing. Generally speaking, your company can’t control this. If your customers leave bad reviews of your products or services online, earned media can hurt your business — but if you have products that wow, a customer service team that’s on-the-ball, and positive media attention, your earned assets can be particularly powerful.

 

Earned digital marketing channels & assets include:

 

  • Media coverage of your products, services, or online content

  • Social media posts from others that share your content, or reference your company

  • Online reviews and ratings

  • Articles your business contributes to other sites

 

Paid

 PAID DIGITAL MARKETING CHANNELS & ASSETS

 

These are tactics you pay for. They’ll only work when you spend money with the company or platform that controls them. For example, if you want to place a banner ad at the top of a website that’s popular with your target customers, you’ll need to pay to rent that space. Think of billboards as the non-digital equivalent in terms of payment structure.

 

One of the most prevalent types of paid media in digital marketing is pay-per-click, facilitated by Google Adwords. Adwords allows your business to pay to appear at the top of Google search results regardless of how well you rank for the keyword that the user has searched.

 

Paid digital marketing channels & assets include:

 

  • Digital advertising (banner, display, etc.)

  • Native advertising (learn more about that here)

  • Pay-per-click (PPC)

  • Boosted social media posts

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