Earned media, also known as free media, refers to publicity gained through promotional efforts other than paid media advertising. It can take various forms, such as customer reviews, recommendations from friends or family, and endorsements from influencers or other third parties. Earned media is generally considered the most credible form of advertising because it's voluntarily given by satisfied customers or individuals who have a positive experience with a product or service.
In the context of marketing, earned media is used to build brand reputation and increase brand visibility. It's a powerful tool for businesses because it leverages the voice of the customer to spread the word about a product or service. It's often seen as more trustworthy and credible than traditional advertising methods because it comes from an unbiased third party.
Earned media is publicity that is earned, not bought. It's the recognition a brand receives as a result of its interactions with its audience. On the other hand, paid media involves paying to get your brand in front of your target audience.
Businesses can earn media by creating high-quality products or services that customers are eager to talk about. They can also engage with their audience on social media and other platforms to foster a positive relationship.
There are several software tools that can help businesses track and manage their earned media efforts. These include Google Analytics, Hootsuite, and BuzzSumo.
The benefits of earned media include increased brand credibility, enhanced brand visibility, and improved customer trust. It can also lead to increased sales and customer loyalty.
In conclusion, earned media is a powerful marketing tool that can help businesses build credibility and increase visibility. It's a cost-effective way to promote a brand and can lead to long-term business growth.