POEM in digital marketing



POEM in digital marketing stands for Paid, Owned, and Earned Media. It is a model that helps brands categorize their digital media strategies into three distinct types of media exposure:

🔹 1. Paid Media

This includes all marketing efforts that require payment to promote your content or brand to an audience.

✅ 10 Examples of Paid Media:

  1. Google Ads (Search Engine Marketing)

  2. Facebook Ads

  3. Instagram Sponsored Posts

  4. YouTube Video Ads

  5. Display Ads on Websites

  6. LinkedIn Sponsored Content

  7. Influencer Paid Promotions

  8. Twitter/X Promoted Tweets

  9. Affiliate Marketing (Paid commissions)

  10. Paid collaborations on blog websites

🔹 2. Owned Media

These are digital assets fully controlled by the brand or business.

✅ 10 Examples of Owned Media:

  1. Company Website

  2. Mobile App

  3. Brand Blog

  4. Email Newsletters

  5. YouTube Channel

  6. Social Media Profiles (e.g., Facebook Page, Instagram Account)

  7. E-books / Whitepapers hosted on your website

  8. Landing Pages

  9. Customer Portals

  10. Brand Podcasts

🔹 3. Earned Media

This is the exposure a brand earns organically through word of mouth, press, shares, mentions, and reviews.

✅ 10 Examples of Earned Media:

  1. Customer Reviews on Google or Amazon

  2. Social Media Mentions

  3. Shares of your content on social platforms

  4. Online Forum Discussions (e.g., Reddit, Quora)

  5. Press Coverage / Media Articles

  6. Influencer Mentions without Payment

  7. Backlinks from other websites

  8. User-Generated Content (e.g., customer photos or testimonials)

  9. Word-of-mouth Referrals

  10. Mentions on Podcasts or YouTube by third parties.

Social media

 What is Social Media?

Social media refers to web-based platforms and applications that allow people to create, share, and interact with content, as well as communicate and network with others online.

✅Distinctive features of social media 

  1. User-generated content – photos, videos, posts, stories, etc.

  2. Real-time communication – through comments, messages, live chats.

  3. Networking – connecting with friends, communities, brands, and influencers.

  4. Multimedia sharing – support for text, images, videos, audio, and live streams.

  5. Engagement – likes, shares, comments, tags, and reactions . 



Why social media is common amongst youngsters

Social media is extremely popular among youngsters for several reasons that relate to their lifestyle, psychology, and needs for social connection and self-expression.

✅ Top Reasons Why Youngsters Love Social Media:

  1. 👥 Staying Connected with Friends and Family

    • It allows them to chat, comment, tag, and share memories instantly, even across distances.

  2. 🧑‍🎨 Self-expression and Identity

    • Platforms like Instagram, TikTok, and Snapchat give them creative freedom to express who they are through photos, videos, bios, and stories.

  3. 🎉 Entertainment and Fun

    • Endless memes, reels, short videos, and challenges make social media highly entertaining and addictive.

  4. 📈 Popularity and Peer Approval

    • Likes, shares, comments, and followers can give them a sense of validation and social status.

  5. 🆕 Discovering Trends and Pop Culture

    • From fashion to music to slang, social media is the birthplace of what’s “cool” and “trending.”

  6. 🎮 Interactive Features

    • Filters, quizzes, polls, live videos, and games make platforms more engaging.

  7. 🎓 Learning and Inspiration

    • Many use YouTube, Pinterest, and Instagram for tutorials, DIYs, motivation, and educational content.

  8. 💬 Freedom of Expression

    • Social media offers a space to voice opinions, talk about issues, or support causes that matter to them.

  9. 👨‍💼 Influencer Aspirations

    • Many youngsters see influencers as role models and aspire to become content creators themselves.

  10. 🧠 FOMO (Fear of Missing Out)

  • The constant updates and stories make them feel they need to stay online to stay in the loop.

What are influencers ? What is their contribution towards Digital marketing sales?

Influencers are individuals on social media or other digital platforms who have a large, loyal, and engaged following and are seen as credible, relatable, and trustworthy in a particular niche or industry.

They have the power to influence their audience's opinions, behaviors, and purchase decisions through their content.

1. Build Trust & Authenticity

  • Followers trust influencers more than ads.

  • A recommendation feels like advice from a friend.

✅ 2. Expand Reach

  • Brands can reach thousands or even millions instantly through influencer content.

✅ 3. Boost Product Awareness

  • Influencers introduce new products in an engaging, relatable way (unboxing, reviews, tutorials).

✅ 4. Drive Conversions

  • Discount codes, swipe-up links, or affiliate links often lead to direct sales.

✅ 5. Improve Brand Engagement

  • Influencer campaigns often lead to more likes, shares, and comments compared to traditional ads.

✅ 6. Niche Targeting

  • Brands can target specific audiences (e.g., fitness, fashion, tech) based on the influencer’s follower base.

✅ 7. Social Proof

  • Seeing a product used by someone popular builds confidence in buying it.

✅ 8. Content Creation

  • Influencers often create high-quality content (videos, reels, images) that brands can repurpose.

✅ 9. Cost-effective Marketing

  • Micro- and nano-influencers are more affordable than celebrities, yet still effective for small to medium brands.

✅ 10. Viral Campaigns

  • Challenges, hashtags, or trends started by influencers can go viral, massively boosting brand exposure.



What is Owned media ,paid media

Definition:
Owned media refers to all the digital assets that a brand or business controls and uses to communicate directly with its audience.



✅ Examples of Owned Media:

  1. Your website

  2. Blog posts

  3. Email newsletters

  4. Mobile apps

  5. YouTube channel

  6. Brand’s social media pages (like Facebook, Instagram, LinkedIn)

  7. E-books or whitepapers

  8. Product catalogues

  9. Online community or forum

  10. Landing pages

🎯 Purpose of Owned Media:

  • Build long-term relationships with customers

  • Share brand information and content

  • Drive traffic and leads over time

  • Full control over the message and design

🔹 Paid Media

Definition:
Paid media includes all advertising efforts that require payment to reach a targeted audience.

✅ Examples of Paid Media:

  1. Google Ads (search ads)

  2. Facebook/Instagram sponsored posts

  3. YouTube ads

  4. Display ads on websites

  5. Twitter/X promoted tweets

  6. LinkedIn ads

  7. Influencer partnerships (paid promotions)

  8. Banner ads

  9. Affiliate marketing (pay-per-sale)

  10. Sponsored blog posts

🎯 Purpose of Paid Media:

  • Quickly increase reach and visibility

  • Drive traffic and conversions fast

  • Target specific demographics or interests



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