Have publishers let competitors position their media?

Media buyers who buy the products publishers sell now divide the media they manage into three categories:

• Earned media, largely social media where organizations "earn" exposure by posting content on services like Facebook, LinkedIn, or Twitter.
  
• Owned media, media a marketer owns like their company website, newsletter, or blog. 
• Paid media, third party media, which is most of what publishers sell to marketers. 

But consider the emotional message these labels send.

 "Owning" your own media makes marketers feel great and in control. Owning is good!

Everyone loves to "earn" free exposure on social media platforms.

But who really wants to "pay" for exposure they might be able to get for free through social media?  

Of the three media categories, only "paid media" is named for a negative characteristic.

 How did this happen? These category names came into common use around 2008 when social media was being added to media budgets. With the need to contrast social media with traditional media, the social media centric thinking of the time renamed traditional media as it contrasts to social, suddenly we became "paid media." This label casts a negative implication every time it is used. 

There is a fix. Publishers need to work to change the label from "paid media" to "third party media," which is more descriptive and offers a significant benefit. While earned and owned media are highly effective at reaching existing customers, third-party media is far more effective at reaching non-customers. Current customers are much more likely to visit a company website or subscribe to a company newsletter. Non-customers, less so. Current customers much more likely to participate with a company Facebook page or subscribe to a company Twitter feed. Non-customers, not so much. 

Third-party media, reaches customers and non-customers alike.

But it is no secret that marketing budgets have seen a big shift in the last few years. While marketing budgets have remained flat for the past few years dollars have moved out of  third-party media (paid media), and into owned and earned media. This trend may have gone too far.  

In a study my company did earlier earlier this year that measured the marketing effectiveness of 34 companies in a B2B market and found  that marketing was effective with an average of 55.6% of current customers, but only with 10.6% of non-customers.

There is a real case to be made for the benefits of third-party media. The more important winning new customers is for marketers, the more important third-party media becomes. I we can reposition what we sell from being "the media you have to pay for" to being "the media that best communicates with NEW customers" our media sales job will get easier.  

Download our study that shows how current B2B marketing is far more effective at reaching current customers that new ones.

 Blog post: Should your emphisis be on earned, owned, or paid media? 

 

 

 

 

 

 

Comments

[Quinton]

My brother recommended I might like this web site. He was totally right. This post actually made my day. You can not imagine just how much time I had spent for this information! Thanks!

[Wart Removal Recovery]

I'll immеdiately tаke hold of yοur rss аs Ι can't in finding your email subscription link оr е-newsletter service. Dо you havе any? Kindly let me recognize in oгder that I may subscribe. Thаnks.

[colon cleanse]

Thanks for another magnificent article. Where else may just anyone get that type of info in such an ideal means of writing? I have a presentation next week, and I'm on the look for such info.

[Thailand Hotels Bookings]

you'гe really a just right webmaster. The website loadіng speed is incredible. Ιt kinԁ оf feels that you are doing any unique trick. Moreover, The contents aree mastеrwork. you have done a great process oon this subјect!

[Web page]

Hello colleagues, pleasant piece of writing and pleasant arguments commented at this place, I am truly enjoying by these.

[http://texeda.com/es/profile/LOLMargre]

It's remarkable in favor of me to have a site, which is beneficial designed for my knowledge. thanks admin

[Http://Www.Pillsbank.Com/Performer5-Review/]

Why people still make use of to read news papers when in this technological world the whole thing is presented on net?

[http://washingtondcseocompany.net/]

magnificent points altogether, you just won a brand new reader. What would you suggest about your put up that you simply made a few days ago? Any sure?

[work from home business]

Hi there, yes this post is in fact pleasant and I have learned lot of things from it on the topic of blogging. thanks.

[Skin care Reviews]

Hey I am so grateful I found your webpage, I really found you by accident, while I was looking on Google for something else, Anyhow I am here now and would just like to say thanks a lot for a remarkable post and a all round exciting blog (I also love the theme/design), I don't have time to browse it all at the minute but I have book-marked it and also added in your RSS feeds, so when I have time I will be back to read a great deal more, Please do keep up the superb job.

[Pure colon Cleanse Diet]

Thank you for every other informative website. Where else may I get that type of info written in such a perfect method? I've a challenge that I'm simply now working on, and I've been on the glance out for such info.

[seo tips]

Hiya very nice site!! Man .. Excellent .. Superb .. I will bookmark your website and take the feeds additionally? I'm glad to find numerous helpful information right here in the publish, we'd like develop more techniques in this regard, thanks for sharing. . . . . .

[http://hydraxilblog.com]

I'm truly enjoying the design and layout of your website. It's a very easy on the eyes which makes it much more pleasant for me to come here and visit more often. Did you hire out a developer to create your theme? Excellent work!

[repair]

My programmer is trying to persuade me to move to .net from PHP. I have always disliked the idea because of the costs. But he's tryiong none the less. I've been using Movable-type on a variety of websites for about a year and am worried about switching to another platform. I have heard very good things about blogengine.net. Is there a way I can import all my wordpress content into it? Any kind of help would be really appreciated!

[burberry pas cher]

Gran artículo. Gracias por compartir información con nosotros, este blog es muy interesante, Gracias, disfrute viendo mi página web.

[Bookkeeping Service Caloundra]

Sad but it is true in most cases.But I don't see problem with it.It's just the way the people see it.It always depend on your perception about everything.

[Vinish Parikh]

Of all the media in my view earned media is the most respectful in the sense that you do not have to do anything and your work is appreciated because of its uniqueness and not because of money

[San Antonio Conference]

I'm interested with the information you posted. This is a great help for me.

[Jennifer Pittz]

Hello, I am a senior at Syracuse University taking a social media class called Social Media Theory & Practice with @dr4ward at @NewhouseSU, We are following different blogs that we are interested in and I found yours.

[naveen pal singh]

Free register business with explorecityindia.com yellow page

[http://proleanwellness.com]

Make a list of the hurdles that keep getting in your way of living a life of wellness.