Digital marketing (POEM): Gives an insight to the marketing strategies by implementing how paid, owned and earned media works.

This presentation contains explaination with examples of paid, owned and earned media. Also a case study on the Cadbury dairy products on each media, elaborated in a specific manner

1. Digital Marketing By Debargha pramanik , Swarnabha mitra

2. Paid Media Usually refers to any form of advertising that you pay for. This could include traditional channels, like television and radio advertising, as well as online channels, like Google Ads and Facebook ads.

3. Paid media Paid media is fundamental for market outreach as:
1. Targeted Reach : Ability to target specific audiences based on demographics, interests, behaviors , and more.
2. Measurable ROI : Provides trackable and quantifiable results, enabling calculation of return on investment.
3. Scalability and Flexibility : Allows for flexibility in ad format, budget, and duration, making it easy to scale campaigns up or down. Examples: In this image, Denver hired a film star to promote their product.

4. Paid media Cadbury dairy milk started this campaign with cricketers Surya Kumar of Mumbai Indians and KL Rahul of Lucknow Super Giants in the form of paid media.

5. Owned Media Owned media is any online property owned and controlled by a brand, such as a blog, website or social media channels. The more owned media channels a business has, the larger their digital footprint, which means more potential reach to customers and followers. Best example is YouTube Channels, where you make your own content and post it to gain interest from masses Warner bros didnt give any advertisement, but they have made many movies and shows which gave them the title Owned media

6. Owned media Owned media is essential for public favours as: 1. Content Control : Complete control over content creation, publication, and distribution. 2. Cost-Effective : Owned media channels like websites and social media profiles are typically free or low-cost. 3. Brand Consistency : Enables consistent brand messaging and visual identity across all owned media channels.

7. Owned media As Cadbury started this campaign, people have been following this trend by posting pictures along with their coaches on various social media platforms so now it is renowned as owned media.

8. Earned media Earned media on the other hand is content that your brand has no control over. It includes any content relating to your business that you haven’t paid for or created yourself. Best Example:Word-of-mouth marketing: Usually refers to if someone has visited your shop and now that person liked a certain product... Now he/she goes on to give you a good review by his/her speeches about that particular product... Examples include Chatgpt ... Like this wasn’t advertised in anywhere, they earned their title.

9. Earned media 1. Credibility: Earned media coverage can increase credibility and trust in a brand, as it’s seen as unbiased and independent.
2. Wide Reach: Earned media can reach a wider audience, as news stories and features are often shared and syndicated across multiple platforms.
3. Long-Term Impact: Earned media coverage can have a long-term impact, as stories and reviews can remain online and continue to influence public perception over time. ChatGPT was launched on November 30, 2022 by San Francisco–based OpenAI , now learning about it by internet,friends and through family; chatGPT has made a diverse steam in computer engineering AI, popular... Creating interest to learn it.

10. Earned media Cadbury now earns this trend, making it versatile and popular among masses. More people have been attracted to this trend, making Cadbury, an earned source.

11. All on one picture

12. An example of all titles If we look at Emami healthy and tasty oil, Earlier it was a Paid media as given advisement by film stars and also people dressed up as doctors, now it is an owned media, owned by a large group, and now has earned so much profit, fame and trust that now it owns a pharmaceutical company known as zandu , and now people have preference about it.. That only that oil I’ll buy, if not in market then I’ll not use oil.. Emami owns this and now is trusted by many living in West Bengal

13. I hope, i made appropriate assumptions