05.06.2024 r. Insight Land

POEM (Paid, Owned, Earned Media)

What is POEM?

POEM refers to the trifecta of media types—Paid, Owned, and Earned—that form a comprehensive framework for a business’s media strategy and online presence. Paid media encompasses all marketing efforts that require payment to feature a business’s content on external platforms. This includes traditional advertising like TV and radio ads, as well as digital channels like pay-per-click (PPC) ads, display ads, and social media advertising. Owned media involves channels a company controls, such as their websites, blogs, and social media accounts. Earned media is arguably the most credible of the three, as it comprises the visibility gained from word-of-mouth, including customer testimonials, shares, reposts, and mentions by influencers or other third parties.

Why is POEM important?

POEM is crucial because it allows businesses to diversify their marketing efforts and maximize reach and impact across different channels. Each type of media serves a unique purpose and complements the others. Paid media can quickly generate visibility and target specific audiences, making it ideal for promotions and launches. Owned media helps build a consistent brand identity and engages directly with customers, fostering loyalty and retention. Earned media enhances credibility and trustworthiness through third-party validation, which can significantly influence potential customers. An effective POEM strategy utilizes the strengths of each media type to create a robust and resilient marketing ecosystem.

How does POEM work?

POEM works by integrating these three media types into a single, cohesive marketing strategy. For example, a business might use paid media to drive traffic to its owned websites, where they engage with content and deepen their relationship with the brand. This engagement could then translate into earned media when satisfied customers share their positive experiences online. A strategic approach to POEM also involves constant analysis and adjustment. Metrics from each type of media are monitored to understand their effectiveness and ROI. This data-driven approach helps businesses optimize their spending and tactics across different media types to achieve the best possible outcomes.

Good to know about POEM

When implementing a POEM strategy, it’s essential to understand that balance and synergy between the three media types are key. Over-reliance on paid media can be costly and may not build genuine customer engagement. Solely focusing on owned media might limit reach, and without significant investment in content and platform optimization, it may fail to generate significant earned media. Moreover, while earned media is highly beneficial, it is also the hardest to control and predict. Case studies often highlight successful POEM strategies, like a technology firm leveraging industry influencer reviews (earned media) to enhance its reputation and drive significant traffic to its product launches (paid media) and blog posts (owned media). However, challenges can arise, such as a failed product that receives negative reviews, undermining the paid and owned efforts. Therefore, businesses must be agile, ready to respond to feedback, and adjust their strategies accordingly to maintain a positive presence across all media types.