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If you’ve been fascinated by the world of media and digital marketing, chances are that you might have come across these terms- earned, owned, and paid media. These are integral concepts when it comes to the basics of the digital marketing world, and are often used. Let’s discuss what these three mean, when they are used, and why they are important?

Owned Media

Owned media refers to the platforms of media that the brand or the organization owns fully, and has full control over. Media platforms that fall into this category include website that the brand owns, mobile application of the brand, blog site of the brand, social media handles of the brand, and mobile website of the brand. It is basically any media platform that the brand fully controls and is unique to its name. Owned media helps to better SEO rankings and performance, and often drives the traffic towards the website of the brand.

Owned media is important to the set of media platforms used by the brand firstly because it gives the full creative control to the brand. Often when articles are written by a third party, in the case of PR, it is often a journalist; they might make some changes that they seem as fit. Owned media gives the brand the full creative control on what is being said. Secondly, as mentioned before, its effective usage often gets better SEO results, and can drive more traffic to their pages.

Paid Media

Paid media refers to the media platforms that the brand pays to get coverage on. They invest in these platforms, based upon their needs and what the target audience uses. Examples of these media platforms in the digital marketing world, includes display ads, influencer marketing, social media ads, pay per click or pay per view ads, and paid content promotion. Paid media platforms are perfect for promoting a brand.

When we talk about the relevance of the medium, paid media is used to create brand awareness across digital platforms, which might help to drive more traffic towards the owned media platforms of the brand. Being the best PR agency in Delhi, we understand the relevance that paid media plays in digital marketing and use it to the best use for the brand.

Earned Media

Earned media is a key term, when it comes to digital marketing today. It refers to the media coverage that the brand earns without meddling. It can include mentions, shares, reposts, of the content that the brand owns, and posts. It also includes the articles that journalists write about the brand, and portrays it in a positive light.

Earned media is one of the biggest tools that tends to drive people towards the owned media platforms. When the audience sees a third party talking about a brand, the audience is more likely to trust the brand and wants to know more about it. It is another way to increase your SEO rankings and website traffic. It also is a great way to create brand awareness amongst the target audience, and also helps to attract new customers.

These three are very important terms when it comes to digital marketing today. Using these to their best use, depending upon the needs and requirements of the brand, can really help them gain a lot of benefits, and can better their overall performance. With a world that highly relies on the internet, digital marketing is something every brand needs to invest their time and money into. And understanding the value of these three platforms can really become a game changer for the brand!


Twenty7 Inc. is a creative communication PR Agency with 360-degree solutions for integrated brand building of the business/ clients. Deciphering the clients and their target audience, we devise customized innovative strategies that best suit the requirements of their business and fetches the desired result of establishing them as ingenious thought leaders in the sector. We at Twent7 Inc. have a very practical disposition and staunchly believe in adapting to the changing scenario of the market. Likewise, the narrative of the storytelling/ message is shaped to deliver exclusive results that stay relevant to the brand and also their audience.

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