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Digital marketing: Make P.O.E.M. work for you

How can entrepreneurs take advantage of Paid, Owned, and Earned Media (P.O.E.M.)? The experts recommend better understanding of those three and of the nature of the targeted audiences/consumers.
By International Institute of Digital Marketing |
Digital marketing: Make P.O.E.M. work for you

If you are just new to digital marketing and are just coming to grips with the jargon, one of the most persistent acronyms you will encounter is P.O.E.M. or Paid, Owned, and Earned Media.

“Simply put, paid media is something you use to promote your owned media and earned media is the result,” says Rezza Custodio-Soriano, vice president for external affairs of Team Planu and lecturer of Digital Marketing for International Institute for Digital Marketing (IIDM).

Paid media—in the form of display ads, paid search, and sponsorship—drives awareness and traffic to your owned media, a channel that you control. These are your website, mobile site, Facebook page, Twitter account, and blogsite.

Earned media is the result of a well-executed and well-coordinated owned and paid media. It’s the channel wherein your customer becomes the mouthpiece for your brand or company, which can either be good or bad.

Unfortunately, earned media is something you, as an entrepreneur, won’t have a control of. It is perceived to be the most credible channel among the three and the one trusted by consumers.

According to, the best practice today especially for small to medium enterprise is to use a combination of owned, earned, and paid media by tapping one media channel to amplify or extend another type.

For example, it recommends entrepreneurs to create good, informative content on their blog (owned) and share it on their Facebook page (to generate earned) but since the declining (free) organic reach of Facebook since last year, there’s a need to make your post a Sponsored one (paid) for around $40 to $60 to reach a wide but targeted audience.

However, before committing to such campaign, Rezza recommends entrepreneurs to get to know their markets first including their psychographics and technographics.

“You have to know your market’s usage habits or the websites they visit—are they Facebook-heavy, are they into forums, what devices do they use (smartphone, tablet, or desktop), and so on? Once you have established these, then you will know where to put your money in,” Rezza stresses.

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