Three kinds of digital media:
1. Owned Media (WEB PROPERTIES: website, mobile site, blog, social media channels)
2. Earned Media (SHARING: mentions, shares, reposts, reviews)
3. Paid Media (ADVERTISING: pay-per-click, display ads, retargeting, paid influencers, paid content promotion, social media ads)
Digital marketing strategy:
Leverage owned, earned and paid media for cross-fertilisation and circular promotion, sharing, engagement and traffic-generation.
A. Owned Media >>> SEO and Brand Content drives Earned Media (sharing) and traffic >>> Sharing drives exposure to Owned Media (web properties)
B. Paid Media >>> Paid Promotion drives Earned Media (sharing and engagement) >>> Sharing drives exposure to Owned Media (web properties)
C. Paid Media >>> SEO and Advertising/PPC drives exposure to Owned Media (web properties)