Earned Media
Earned media represents one of the three sides of marketing (The other two: paid and owned). Earned media are the components that a marketer can “earn.” Unlike the other forms of media, marketers cannot do anything to directly influence this. The only way for companies to receive earned media is to provide exceptional products or services and give third parties a reason to praise them. This earned media is press mentions, press releases or new features that point back to the marketer’s brand or company. Media mentions are often gained through a combination of outreach or through a brand’s overall presence without having to advertise.
Why does TrackMaven think Earned Media is important?
Earned media is an essential component to any marketers’ overall strategy. Since companies can not directly influence it, it helps to extend the reach, generates buzz, and increases word of mouth for a marketer’s brand. Positive mentions in the media and praise from advocates will help a business grow and establish authority within its industry. Identifying target press outlets and reporters helps to target the right sources for the right audiences for marketers. Receiving earned media is a sign that a company is gaining recognition by consumers.
In a Sentence
Sarah used TrackMaven to check what earned media her competitors were getting on their new labrador feature.