Assignment- Paid Owned Earned Media

Framework

DIGITAL MARKETING

ADITYA A PAWAR
16021141004
 Assignment- Paid Owned Earned Media Framework

Learning Objectives of POEM

1. Get strategic understanding of Paid Digital Marketing
2. Understand how to use it for branding and sales.
3. Understand its advantages & limitations.
4. Become familiar with Best Practices, Tools & Technologies.
5. Blend digital with offline marketing
6. Plan & manage digital marketing budget
7. Manage Reporting & Tracking Metrics
8. Understand the future of Digital Marketing and prepare for it.

The different types of media

1. Paid Digital Marketing & Media Buying

2. Owned Digital Marketing

3. Earned Digital Marketing

 Paid Digital Marketing

SOURCE:
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Its likely that your business goals will be largely based around the following:

Increase brand awareness

Drive sales and/or leads
Be the go-to source for your product/service/industry
Content
Paid media - Paid media is a good way to promote content in order to drive earned media, as well as
direct traffic to owned media properties. Paying to promote content can help get the ball rolling and
create more exposure. Social Media sites like Facebook, Twitter and LinkedIn offer advertising that
could potentially help boost your content as well as your website. Another way to gain more exposure
for your content is to pay influencers to tweet or share your links, impacting the reach and recognition
your pieces receive. Using retargeting, Pay Per Click and display ads is an effective and more direct
way to drive searchers to your owned media sites like your website, to help increase traffic and/or
conversions.
TOPICS TO BE COVERED DURING THE COURSE

Paid search
Video ads
Display Ads
Game Ads
Branded content
Sponsorships
Mobile Display Banners
 Owned Digital Marketing
Owned media - Owned media is any web property that you can control and is unique to your brand.
One of the most common examples is a website, although blog sites and social media channels are
other examples of owned media properties too. Channels like social media and blogs are extensions
of your website, and all three are extensions of your brand as a whole. The more owned media you
have, the more chances you have to extend your brand presence in the digital sphere.

TOPICS TO BE COVERED DURING THE COURSE

Branded Social Channels

Branded websites
SEO
Email Marketing
Mobile & Tablet Website
Branded Content
Intranet Website

Earned Digital Marketing

Earned media If owned media sites are the destination then earned media is the vehicle that helps
people get there. What good is a website or social media site if no one is seeing or interacting with it?
That's where earned media comes in. Earned media is essentially online word of mouth, usually seen
in the form of 'viral' tendencies, mentions, shares, reposts, reviews, recommendations, or content
picked up by 3rd party sites. One of the most effective driving forces of earned media is usually a
combined result of strong organic rankings on the Search Engines, and content distributed by the
brand. First page rankings and good content are typically the biggest drivers. Rankings on the first
page of the search engines place your owned media sites and content links in a position to receive
higher engagement and shares, which is why a good SEO strategy is crucial. When it comes to brand
content, interesting, informative content can come in all shapes and sizes. Whether it be a blog, info
graphic, video, press release, webinar or e-book, the bottom line is that the content has to be
worthwhile in order to receive the valuable earned media; which is why a great content strategy is
also important.

TOPICS TO BE COVERED DURING THE COURSE

Blogger Outreach
Social Listening
Online Video
Social Networks
Twitter

Role of POEM in Strategic marketing

When it comes to the trio paid, owned, and earned media, the most frequent question asked is:
Can you explain paid vs. owned vs. earned media? Which is the one for business? While the
knowledge of paid, owned, and earned media is critical for digital marketing success, most B2B
marketers treat them as individual animals and pursue them as independent marketing streams. So
what? They are three different critters, right? Not really. Digital marketing is no longer a single-
strategy game. As such, the importance of a well-balanced marketing mix cant be overstated. But,
more on that later.
Paid media
Simply stated, you pay for this type of media tools like Google AdWords, or different types of search
and display advertising, SEO and PPC campaigns, and so on. While this strategy calls for an
extremely well-thought out plan and execution, it also needs to have compelling call-to-actions driven
largely by customer benefits.
There used to be time when digital marketing was synonymous with paid media. Not anymore. While
paid media has its place, times have changed and people have gone beyond responding to promo
pitches and clever commercials. Now they are more interested in building relationships with brands
they trust and they are seeking involvement with those brands regularly.
Owned media
This is the media channel created by your business the content that you own, in entirety. Think of it
as the content featured on your website: your blog posts, the free whitepapers or eBooks that you
offer, and any content that you are giving away in the hopes of winning new leads for your business. It
also includes the content that you share on your companys behalf across various social media sites.
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. Typically, good content is a highly misunderstood term among
B2B marketers, who are valuing the opinions of peers and industry organizations to judge their
content trustworthiness, a recent study from the CMO Council and Net Line reveals. According to
Donovan Neale-May, executive director of the CMO Council, Buyers are not happy with vendors.
Their content over technical, product-centric, and self-serving. Thats too bad, considering marketing
content is directed at buyers and prospects. Ignoring them altogether is inviting failure.

CASE STUDY Sephora case study

Important takeaways to understand POEM from a very well know case.

1. SEPHORA DIRECT-INVESTING IN SOCIAL MEDIA, VIDEO AND MOBILE

2. OVERVIEW Sephora is doubling the marketing budget for new digital initiatives. It
needs to define the optimal marketing mix and KPIs
3. ABOUTSEPHORA Parent Company 1969 1998Started in Product Range Cosmetics
Fragrances Hair Skin Care SEPHOS + ZIPPORAH Pretty + Mosess Beautiful wife Brand
Name Origin
4. KEY TOUCHPOINTS Sephora Stores Sephora.com Beauty Insider Sephora inside JC
Penney
5. STORES Vibrant stores that encourage trial and experimentation
6. SEPHORA.COM
7. BEAUTY INSIDER
8. SEPHORAINSIDEJCPENNEY
9. 1000 stores in 23 countries 288 brands were offered, representing over 20,000
products Classic lines such as Clinique and Lancme to emerging brands such as
Urban Decay and Too Faced (except Chanel and MAC cosmetics) Pricing was identical
to that of departmental stores Promotions involved offering samples rather than
discounting Private label products in nearly every category Target market in 2010 was
25-35 year old women many of who grew up with the company SEPHORAUSAIN2010
10. COMPETITION Department Stores Single Brand Prestige Beauty Stores Multi-brand
Specialty Stores Large online merchants Online Companies
11. SEPHORAS MARKETING PLAN
12. CUSTOMERRELATIONSHIP MANAGEMENT- BEAUTY INSIDER 80% sales from
Beauty Insiders
13. KEY ELEMENTS OF THE 2010 MARKETING MIX Store Window Merchandising 32
page print catalogs sent to a portion of Sephoras beauty insiders three times a year Print
Ads in Magazines
14. KEY ELEMENTS OF THE 2010 MARKETING MIX Sephora Direct Mail Pieces to
Beauty Insiders Two major sales/Promotions Free gifts for beauty insiders
15. KEY ELEMENTS OF THE 2010 MARKETING MIX ANIMATIONS: For store windows
and Sephoras homepage
16. KEY ELEMENTS OF THE 2010 MARKETING MIX Email Marketing to Beauty
Insiders Online Search Advertising and Online display advertising
17. Core of Sephoras Communication STORE CONNECT Sephora.com Social Media
Mobile app
18. ALL ABOUT SEPHORA.COM Encouraged site visitors to purchase online
Launched in 1999 15-20% of Sephora USA sales in 2010. Benefits- Higher margins,
lower overhead costs Statistics: 3 million unique visitors to site each month making
Sephora one of the top 50 retail sites in the U.S In 2010, Sephora.com had 310,000
visits each day, 11 page views per visit
19. Improving site conversion Increasing traffic from online search results Keeping
clients for longer durations on the site Reducing returns Lowering call center visits
Encouraging repeat visits FORAYINGINTO SOCIALMEDIA RATINGSANDREVIEWS
20. By Late 2009, the consumer behavior online had shifted, with 16% of all online time
spent with social media Sephora created a Facebook fan page for its clients who
wanted to follow Sephora and communicate with the company and each other online
FORAYINGINTO SOCIALMEDIA FACEBOOK Clients used FB to let Sephora know
when they were out of products or if they had a bad experience at a store Served as a
forum for Sephora to do consumer research and get client feedback Contests,
sweepstakes, Sephora Claus (Wish list) PURPOSE
21. Question and answer forum with strong search functionality Launched as a Beta
site in September 2010 Reasons why this was launched: Launched due to a lack of
archival capacity on Facebook A survey conducted in 2009, found that respondents
would be very interested in a central place to ask beauty questions Vision: Safe and
Private environment where clients could anonymously ask personal questions and get
quick responses from Sephora experts or other members of the Sephora community
more organized version of Facebook FORAYINGINTO SOCIALMEDIA BEAUTY TALK
22. BEAUTY TALK Leaderboard- 35 different levels Users who posted frequently had
a symbol identifying them as a beauty master or beauty maven New users may have
a symbol labeling them as a newcomer VIB clients had a VIB symbol next to their
names
23. Problem of Promotion and blending with the Facebook site Additional work would
require more funding Early usage of Beauty Talk was not as high as the initial interest in
ratings and reviews More in-depth and less well-understood experience BEAUTY TALK
PROBLEMS WITH BEAUTY TALK
24. TWITTER FORAYINGINTO SOCIALMEDIA #SEPHORA By September 2010,
approx. 100,000 users were following Sephora on Twitter Purpose: Spread news about
promotions, contests, events and other timely information Was used as a communication
channel during the Sephora Claus sweepstakes
25. SEPHORA ON YOUTUBE 100 videos that generated over 3 million views CONTENT
BUCKETS FOR VIDEO How to Hot Trends Short segments by founders of up and
coming cosmetic companies USER GENERATED CONTENT Make Up Tutorials, Recent
shopping Hauls from Sephora stores
26. PLATFORMS & SERVICES Shop Shopping list Past purchases New products
Todays obsession Mobile offers Store locator Videos Ratings & reviews Gift registry
Beauty advice Beauty Insider
27. BENEFITS & COMPLAINTS A mobile app could help clients while shopping in stores
Increase in-store purchases Some of the app features were too slow to download Sole
Focus on IPhone
28. NEW OPPORTUNITIES AGGREGATORS COLLABORATIVE RELATIONSHIP
CROSS BRANDING OPPORTUNITIES