The “POEM” framework in digital marketing is a strategic model that addresses the interconnected nature of Paid, Owned, and Earned Media channels. POEM stands for Paid, Owned, and Earned Media, and it provides a comprehensive approach to developing a digital marketing strategy.
Paid Media: This refers to any digital marketing efforts that involve paid promotion. It includes activities such as paid advertising, social media ads, and sponsored content. The goal of paid media is to reach a broader audience, increase visibility, and drive targeted traffic to a brand’s digital assets.
Owned Media: Owned media encompasses the digital channels that a brand has control over. This includes the brand’s website, social media profiles, and email lists. The focus here is on creating and curating content that engages the audience and fosters brand loyalty.
Earned Media: Earned media is the result of organic efforts and word-of-mouth marketing. It includes mentions, shares, reviews, and other forms of user-generated content. This type of media is earned through delivering exceptional products or services and creating engaging content that resonates with the audience.
The POEM framework recognizes the synergy between these three media types, emphasizing that an effective digital marketing strategy should integrate paid, owned, and earned media for maximum impact. By understanding how each component contributes to the overall marketing ecosystem, businesses can create a well-rounded and holistic digital marketing approach that drives results and builds lasting connections with their audience.