Mixing and matching owned, bought, earned, and experienced media works!
Cross-media Communication
Once you have a clear strategy mapped out for your company, product, or service, the next step is to find the ideal communication mix. Taking budget, objectives, and target audience into account, it’s crucial to create a professional marketing and communication plan where all channels are combined strategically. This is the only way to achieve the best results.
A useful framework for designing a complete 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 optimization 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, analyzing data, and adjusting where needed, you keep your communication sharp and purposeful.
We’re happy to help you create a plan that truly works.
