Earned vs. Paid

Attribute	Earned	Paid
Cost	Free	Requires payment
Effort	Requires time and effort to earn	Can be acquired instantly with payment
Credibility	Often seen as more credible	May be perceived as less credible
Control	Less control over distribution	More control over distribution

Earned Attributes

Earned media refers to publicity gained through promotional efforts other than paid advertising. This type of media is often seen as more credible and trustworthy by consumers because it is not paid for by the company. Earned media can include press coverage, social media mentions, reviews, and word-of-mouth referrals. One of the key attributes of earned media is that it is typically more cost-effective than paid media, as companies do not have to pay for the exposure they receive.

Another attribute of earned media is that it can help build brand credibility and trust. When a company receives positive press coverage or social media mentions from influencers or customers, it can enhance its reputation and credibility in the eyes of consumers. This can lead to increased brand loyalty and customer retention. Earned media also has the potential to reach a wider audience than paid media, as people are more likely to share content that they find interesting or valuable.

One of the challenges of earned media is that it can be difficult to control. Companies do not have direct control over what is said about them in the media or on social platforms, which can be a risk. Negative publicity or reviews can damage a company's reputation, and it can be challenging to respond effectively to these situations. However, when earned media is positive, it can be a powerful tool for building brand awareness and driving customer engagement.

Paid Attributes

Paid media, on the other hand, refers to promotional efforts that involve paying for advertising space or time. This can include online ads, print ads, TV commercials, sponsored content, and more. One of the key attributes of paid media is that it offers companies more control over their messaging and targeting. Companies can choose where and when their ads appear, as well as the specific audience they want to reach.

Another attribute of paid media is that it can provide more immediate results compared to earned media. With paid advertising, companies can see a direct impact on metrics such as website traffic, leads, and sales. Paid media also allows companies to scale their efforts more easily, as they can increase their ad spend to reach a larger audience or target specific demographics.

One of the challenges of paid media is that it can be expensive, especially for small businesses with limited budgets. Companies need to carefully track their ROI to ensure that their advertising dollars are being spent effectively. Paid media can also be seen as less credible by consumers compared to earned media, as they may view paid ads as biased or manipulative. However, when used strategically, paid media can be a valuable tool for reaching new customers and driving conversions.

Comparison

When comparing earned and paid media, it is important to consider the unique attributes of each and how they can complement each other in a company's overall marketing strategy. Earned media can help build brand credibility and trust, reach a wider audience, and be more cost-effective. Paid media, on the other hand, offers more control over messaging and targeting, provides more immediate results, and can be scaled more easily.

Companies should consider a mix of both earned and paid media to maximize their marketing efforts. By leveraging the strengths of each type of media, companies can create a well-rounded marketing strategy that reaches a diverse audience and drives results. Ultimately, the key is to find the right balance between earned and paid media to achieve the desired outcomes and meet business objectives.