POEM model in Marketing Fundamentals

In the last video, we saw the advantages that digital media has over traditional media.  Now let us see what the Paid, owned, earned media (POEM) model is.

Paid media is the media which the brand has to purchase. These will include banner
ads, pop up ads on websites and social media, using google adwords, etc. Paid media
requires the brand to either buy media space, i.e. on website ad spaces,
promoted/sponsored posts on social media, etc.
 

Owned media, are media channels that a brand owns, and can leverage freely. These media
channels include from websites, and all social media brand handles from Facebook and
Twitter to Quora and Linkedin. Owned media includes media space that does not need to be
purchased by the brand, however content has to be created and paid for by the brand.

Earned media, includes all other media channels that aren’t owned or paid for by a brand.
This usually involves independent 3rd party media channels adopting and propagating brand
related information. These would involve all mentions through sharing, tagging, consumer

engagement, etc. Earned media doesn’t require the brand buy/rent media space, nor create
the content. Although the content maybe branded content, the brand has no control over it.

Although these three verticals are an exhaustive list, there are seldom cases when a
marketing strategy is done to tap solely one of these media. Usually, either a combination of
two of these or all the three media will be used simultaneously. This is called converged
media. Most brands will try to implement marketing ideas that have legs on all three media
channels.