Paid, Owned and Earned Media

In our last post, we touched on why marketing can fail. But Digital Marketing is not as simple as paid media anymore. In fact, there are three types of media which can be used in a marketing strategy. They are Paid, Owned and Earned. Now lets see what these are, and how they can be used.

  1. Paid Media
“Paid media is when you pay to leverage a third-party channel, such as sponsorships and advertising on third-party sites.” (Campbell, 2013) Simply put, this is the traditional media which the company pays for to be advertised. Examples would include Google Adwords or sponsored listings. This sort of advertising is so commonplace nowadays that it’s hard to get customers’ attention with it. None the less, it still works to a certain extent and is widely used by numerous companies.

(Machin, 2014)

2. Owned Media

Owned media is what the company puts out on its own accord, such as blogs, a website, etc. This is usually less trusted by the customers as they know that the company will only say good things about its products. “To nail this part of the game, you need to have a strong content marketing strategy, and an equally strong social strategy to back it up.” (Newman, 2014)

3. Earned Media

This brings us to the third type, which is earned media. This is when customers are so satisfied with your product or so taken aback by a marketing campaign that they become brand advocates. They share your content and recommend the company to others, possibly making them advocates in the process. This is the hardest one to achieve, but is definitely the most rewarding.

I’ll leave you all with a quote from David Newman who sums it up brilliantly… “Earned media, however, hardly ever works alone. You have to make it a part of your marketing ecosystem along with paid and owned media. The truth is: in today’s digital landscape, they either work together or they don’t work at all.”

Thank you for reading, I hope you enjoyed!

See you next time,

-Andras Pal


Campbell, A. (2013, August 16). Retrieved from Small Business Trends:

Machin, E. (2014). Retrieved from Titan SEO:

Newman, D. (2014, March 12). Retrieved from Forbes:


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