What exactly is the POEM framework in Digital Marketing?
POEM is an abbreviation that stands for Paid Media, Owned Media and Earned Media. All these three ingredients form a perfect marketing recipe.
Do you ever feel like your posts are getting likes and engagements but the conversion rates are not up to the mark? With the rise of digital marketing, making your online presence seen is literally becoming a task. You feel that your marketing campaign has the power to convert leads but you are still falling back. But by adding POEM framework to your digital marketing strategy you can drive valuable conversions and tons of revenue.
Even though the POEM framework is not new to the experienced digital marketer, it is still an unknown aspect to the newbies in this field. So, without any further ado let’s dig into the depth of the POEM framework.
Paid Media
The P in the POEM framework stands for Paid Media. This one is a very common kind of marketing channel that has been there since decades. There was a time when people used to market their product or services through traditional advertising channels like magazines and radio. But in modern times advertising has taken a turn to digital advertising.
Now there are two ways through which you can advertise your product, one is paid advertising and the other is organic promotion. In this section, we will only be looking at paid advertising and will discuss organic advertising later on.
In digital marketing, the Paid media channels covers:
Pay Per Click (PPC)
Search Engine Marketing (SEM)
Google ad sense or Bing ads
Search ads
If you are targeting certain social media platforms like, Facebook and Instagram then you can go for sponsored ads on the respective platforms. Apart from these advertising channels there are some other paid media channels too that you can target like,
Display Ads
Search ads
Shopping ads
Advertising through paid influencers
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Paid advertising is a great way of promoting your products and services as it will directly reach your target audience. If you have a good marketing budget and you want quick conversions then you should definitely follow the route of paid advertising.
Owned Media
Owned media are basically those marketing sources that are under the possession of the company or organization. The organization decides what type of content goes out on their marketing channels and what brand message they want to convey to their audience. If you market your services through owned media channels then it might take some time but it will bring you long term value.
Here are a few examples of owned media channels:
A) Website and Blog
Every company has their own website that showcases their products, services, contact information and their brand message. The blog section of their website is all about conveying valuable information and is a way of conveying their expertise in the particular field. Both the things come under owned media channels.
B) Social media platforms
Social media holds so much power that it can make or break your brand’s reputation. Platforms like Instagarm, Facebook and Linkedin are the best ones to build a connection with your audience. Nowadays people use social media to create reels meant for entertainment and informational purposes. This is the best way to keep your audience engaged with your content and services.
C) Email Marketing
Email marketing is a way to target or retarget your audience through newsletters and personalized messages. According to some statistics from the internet it has been found that around 79% of digital marketers put email marketing at number 3 of their overall marketing strategy. So, if you utilize this channel in a way that directly touches the pain points of your audience, then it will turn out to be really fruitful for your marketing strategy.
If you have a low marketing budget then owned media would be the best way for you to promote your services. Both paid media and owned media goes hand in hand as you have made both the things part of your marketing strategy. Cost effectiveness and versatility is your added advantage if you go for owned media channels.
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Earned Media
Earned media is a way of promoting your brand or organization through word of mouth, reviews and social media coverage. In this type of marketing channel, less efforts are made from your end and people do all the talking. Basically, it is a third-party promotion of your business or products.
Let’s understand the concept of earned media by going down to a basic level.
You went to watch a movie and you like it a lot. You conveyed this same thing to your friends and they went to watch the same movie. This is earned media. The producer or director of the movies didn’t have to make any effort in the publicity of their movie.
In earned media you have no control over the promotions of your brand or business, it just happens organically. It is also the best way of building trust and authority in the minds of people. The best examples of earned media channels are viral marketing, media attention and brand awareness.
To achieve earned media you can work on the SEO of your website. A good SEO will drive more traffic to your website and will also help drive valuable leads into conversions. Also, create high quality content for your website’s blog and on other social media platforms.
Paid Media and owned media complements earned media. You can use paid media channels like PPC and SEM to drive traffic to your owned media channels like websites and social media platforms. Likewise you can use your owned media channels to generate earned media, the more high quality and engaging content you create the more people will share them with others.
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Conclusion
POEM framework in digital marketing is an extremely systematic way of generating profits. A digital marketing strategy based on this framework will never fail in the marketing world. You cannot rely on one particular channel for driving profitable conversions. Instead you need to add all the three channels to your marketing strategy for better results. In no time you will take your online presence to massive heights.
FAQs (Frequently Asked Questions) for POEM Framework
Which channel of the poem framework is about sponsored or paid ads?
POEM framework has three major components out of which P stands for paid media. This component covers sponsored or paid advertisements like PPC, SEM and Google ads.
Where do I find the best PPT on POEM framework in digital marketing?
You can find a PPT on POEM framework over various online platforms like slideshare. If you are looking for more options then you can simply go on google and type in the keyword “ poem framework digital marketing ppt” in the search results you may find some more detailed PPTs.
What does POEM stand for?
POEM- Paid Media, Owned Media and Earned Media.
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