Mix and match owned, bought, earned and experienced media to your advantage
Cross-media communication
Once you have outlined a clear strategy for your company, product or service, you can start looking for the ideal communication mix. Taking into account budget, objectives and target audience into account, it is crucial to create a professional marketing and communication plan that cleverly combines all channels. This is the only way to achieve the best results.
A useful framework for designing a full marketing plan is the Owned / Bought / Earned / Experienced media model.
Owned Media
Your own channels, such as your website, brochures, or POS materials.
Bought Media
Paid third-party channels, such as print magazines, TV, radio, trade press, or billboards. Metrics like cost per contact, circulation, reach, OTH (opportunity to hear), and OTS (opportunity to see) play an important role here.
Earned Media
Content shared by customers, the press, or the public. Think social media, digital channels, or sponsorships. Earned media often delivers the widest reach and the strongest impact.
Experienced Media
Channels and experiences that your audience engages with live. Examples include festivals, partnerships, networking events, trade show booths, goodies, videos, vouchers, or tickets.
It’s precisely the combination of these media types that makes the difference. A smart mix-and-match always delivers more reach and impact than focusing on just one type.
Standing still means falling behind. Growth without analysis and optimisation is impossible. That’s why it’s smart to create a marketing and communication plan each year. This gives you set moments to thoroughly evaluate your communication mix: what worked, and what didn’t?
By compiling results, analysing data, and adjusting where needed, you keep your communication sharp and purposeful.
We’re happy to help you create a plan that truly works.
