1. Centre for the Promotion of Imports from developing countries1 14 januari 2014
Online media types
OWNED, PAID, EARNED
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2. Owned media = the media you own. Most obvious example: your
website. You control the products, contents, functionality, and look&feel.
Social media channels are also ‘owned’ by you. Not so much in functionality,
but certainly in contents, frequency, tone-of-voice and so on.
3. Paid media = media you don’t own, but where you can ‘buy’ a
position. Usually this means advertising. Advertising possibilities are found
on all types of websites (e.g. travel websites). But social media platforms
offer advertising opportunities too. And you can buy visibility in Google
using their Adwords functionality.
4. Earned media = media visibility provided by others for free. This
could be profesional media coverage (PR), but usually this concerns visitors
or ‘fans’ sharing content about your business. Think of photo and video that
travelers share via Facebook. Or ratings and reviews written on Tripadvisor.
Earned media is very strong, because when other people sharing their
opinion about your business it is in general more trustworthy.
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Online media types
OWNED, PAID, EARNED
