The brand touchpoint matrix is ever-present in today’s digital era. Every interaction a prospect has with your brand can make a big impact on their journey to becoming a loyal customer. It’s important to have a map of every touchpoint that a customer can encounter before making a purchase. In order to understand this, you must have control over the three most important media types: paid, owned, and earned.
Paid media includes any form of advertisement or affiliate marketing that is paid for by your company to generate engagement. Generating impressions and leads through concentrated, paid efforts can boost your return on investment (ROI). Paid media is basically the fuel behind every interaction with your customers and can effectively separate you from your competitors.
When a brand has more relevant and interesting content than their competitors, they will generate more impressions. Owned media consists of any media that is created by your company. Blog posts, graphics, podcasts, social media posts, and videos are examples of owned media. The most significant advantage of owned media is that you have complete control over every aspect of it.
Earned media is any content that was created by someone who does not have an obligation to endorse your company. These are typically crafted by a customer at the end of their buying journey and can persuade future prospects to become consumers. Articles, blogs, and reviews regarding your company are also examples of earned media. Remember, you are unable to control earned media. People can say what they want about your brand; good or bad.
All three of these media types are essential for attracting brand awareness and generating ROI. When used correctly, paid, owned, and earned media can make your business boom!
At Creative Sizzle, we can track your touchpoint media and create a plan to maximum ROI! Call us at (847) 345-6329 or visit our website to schedule an appointment.