Earned media is any publicity gained through unpaid efforts such as word of mouth, press coverage, or social media shares. It is also referred to as “organic” or “free” media, as it is not paid for. This type of media is valuable because it is seen as more genuine and reliable than paid media, which can be seen as biased or untrustworthy.
Paid media is any type of advertising or promotion that is purchased from a third-party source. This includes things like print and broadcast advertising, search engine optimization, sponsored posts on social media, and pay-per-click campaigns. Paid media can be effective for driving high volumes of traffic quickly, but it can also be expensive.
Combining Paid and Earned Media:
The best approach to using paid and earned media is to combine them. Paid media can be used to drive traffic and visibility, while earned media can be used to build trust and credibility. This combination allows businesses to get the best of both worlds – increased visibility and a trusted reputation. For example, you could use paid media to raise awareness of your website and then use earned media to build a positive reputation around your brand.
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