Practical 01
Aim = Prepare Report on P.O.E.M. Framwork
and its benefits in digital Marketing.
P.O.E.M. Framwork
POEM is a framework that stands for Paid, Owned, and Earned
Media, and is used in digital marketing to categorize and sort media
channels and platforms:
POEM is a marketing methodology that helps brands reach,
engage, and convert audiences.
There are three key components to the POEM framework:
Paid Media: Paid media is a marketing strategy that involves
purchasing ads on various channels to promote a brand and reach
potential customers.
Paid media refers to
all marketing channels where you can buy ads, such as search
engines, social media, display networks, TV or podcasts.
-> Examples
Google Ads
Social media ads
Video ads
Display ads
Pop-ups
Owned Media:
Owned media is digital content and assets that a brand
controls and owns, such as: Websites, Blogs, Social media
pages, Email newsletters, and Physical mailing lists.
Owned media is different from paid and earned media because
the brand controls the content, messaging, and distribution.
Example = Digital Marketing
Content Marketing
Social Media
Earned Media :
Earned media is a type of digital marketing that refers to the
public exposure a brand receives through third-party sources,
such as social media, news coverage, or word of mouth. It's
different from paid media, which is a traditional advertising
strategy where a brand pays for a guaranteed placement.
Example = is
Reviews and testimonials: These are media that customers
share with a brand, and can be positive or negative. Positive
reviews can help attract new customers.
Press mentions: These can include positive news articles
about a business or mentions in industry publications.
While the above definitions may seem clear, not all media
types of fit nicely into a single Category,For Example:
Using of POEM Framework for Marketing
1. Social Media Marketing.
Social media marketing (SMM) is a way to use social media
platforms to connect with an audience and promote a
brand. SMM can help: build a brand, increase sales, drive
traffic to a website, and build a community of followers.
2. Influencer Marketing.t
A brand pays an influencer with a large following to mention or
discuss the brand in a social media post.
3. Search Engine in Optimisation
Search engine optimization (SEO) is the process of improving a
website's visibility in search engines to increase the quality and
quantity of unpaid search traffic
4.Search Engine Marketing.
Search engine marketing (SEM) is a paid strategy that helps
businesses appear in search engine results for relevant
keywords.
5.Content marketing
Content marketing is a marketing strategy that involves creating
and sharing relevant content to attract, engage, and retain an
audience.
6.Email.Marketing
Email marketing is a digital marketing strategy that uses email to
communicate with customers and potential customers
Benefits of POEM
1. Paid Media.
2. Increased reach
Paid media can help you reach more people than your own channels, like your
website or social media pages.
3. Targeted audience
Paid media allows you to target specific audiences based on interests,
demographics, and even their purchase history.
4. Improved visibility
Paid media can help you rank higher in search engine results pages and
increase your reach on social media.
5. Faster results
Paid media can help you drive faster results and get content launched for
immediate viewing.
2. Owned Media.
Full control
Owned media gives businesses full creative control over the content they publish,
including how they engage with their audience, what they say, and where they reach
them.
Cost-effective
Owned media is typically one of the most cost-effective ways to reach an audience, as
it's cheaper to produce and publish content on company-owned channels than to pay for
advertising platforms.
Build relationships
Owned media can help businesses build and maintain relationships with their
customers.
Foster brand awareness
Businesses can use owned media to include branding materials like logos and slogans,
and to sell merchandise
3.Earned Media.
Building trust
When a journalist includes a brand in an article, it can legitimize the business and build
trust with customers.
Increasing brand awareness
Earned media can help increase brand awareness and credibility, which can be
important for customers.
Reaching a wider audience
Earned media can reach a wider audience through word-of-mouth and social media
shares.
Relieving pressure on marketing teams
When publications and consumers share positive content about a company, it can help
relieve some of the pressure on marketing teams.
Strengthening customer loyalty
Positive earned media can reinforce the connection with existing customers and turn
them into advocates
