Poem framework in digital marketing
In the era of digitization and technology-oriented consumers, new tools keep evolving. The Poem Framework in digital marketing is one such component marketers use to drive results.
Digital marketing is mostly about gaining viewers on digital platforms using a myriad of strategies. Viewers convert to consumers which is how digital platforms are monetised. The role of the Poem framework comes into view when marketers use this business model as a reference for their digital marketing strategies. Digital Marketing strategies such as Social media management, SEO, and SEM all use the Poem framework.
The Poem Framework stands for paid, owned, and earned media which is the core principle of every strategy. In the following sections, we’ll learn more about all forms of the Poem Framework, their advantages and disadvantages, and how the Poem Framework is used in day-to-day business activities.
Earned media
Earned media is the most commonly used form of media as it is the organic source of growth. Earned Media refers to viewership and content consumption through methods other than paid promotions. The growth businesses receive through organic sources, be it publicity or goodwill in the market, falls under earned media.
No tool on the internet is without any cons. So, in the further sections, we will discuss the pros and cons of the Poem Framework to understand its usefulness better.
Advantages:
– Cheap and cost-effective: Earned media sources do not require any paid promotions. It is an organic growth method, hence it’s extremely cost-effective. Paid promotions are of many types and some of them are quite expensive. Earned media saves such expenses for brands and businesses.
– Builds Credibility: Using organic sources builds a bond of trust between the users and the business as it proves the legibility and credibility of the brand. Humans trust word of mouth more than anything, so, using earned media resources gains a loyal consumer base.
– Wider Reach: Positive reviews and word of mouth bring in more users and consumers through organic methods. These consumers are loyal and believe in the brand due to their quality and positive reviews.
Disadvantages:
– Time-Consuming: Brands who use paid promotional methods have a guaranteed increased viewership whereas organic channels cannot guarantee that. They may or may not work and if the brands are entirely dependent on them, it will take a lot of time.
– No Control: Brands have limited control over organic growth and promotional methods. They don’t know how their messages will be portrayed in the media.
– Unpredictability: There is no set time stamp for an organic campaign to succeed which makes it highly unpredictable. Brands do not have the luxury of waiting for organic promotional methods’ results to unfold.
Examples:
– Viral content: Eye-catching and trendy content has a way of becoming viral on social media. If a brand creates a perfectly viral-worthy post or content, it will earn a lot of attention.
– Public Relations (PR): One of the most important components of branding and marketing is Public Relations. A good PR team and representative create a good image of the brand which leads to a wider reach.
Owned media
As the name suggests, Owned media is everything that falls under the ownership of the brand or the company. It may include blogs, websites, social media pages, and email lists. These are the sources that brands can use at their convenience and have full creative liberty with the same. Let us take a look at its advantages, disadvantages, and a few examples.
Advantages
– Full Creative Liberty: With owned media, brands have complete creative liberty over their content. They can ideate, create, and post content as they desire. This gives them full freedom and control over their choices.
– Direct communication: Due to owned media, brands can directly interact with their audience. Not using a mediator or a third party, makes it a personalized experience for the consumers.
– Full Control: The websites, blogs, and social media handles all belong to the brand or the organization which gives them full control over it. The authority comes in handy as the brand is free to be creative as per its needs.
Disadvantages:
– Accountability: As the brand has full control over its sources, it makes it fully accountable for the content that is posted on its social media, blogs, or website. The brand would be under direct scrutiny if the content has the wrong effect on the audience.
– Limited Reach: The audience consuming the content through owned media sources is quite limited. It’s usually the people who follow these brands who receive their content updates making the reachability very limited.
– Lack of Diversity: The audience can become saturated after a certain point of time due to consuming the same content posted by the brand. If there’s no diversity of thought in the content creation department, the audience may be fatigued.
Examples:
– Social Media Handles: Almost every brand has its own social media pages, be it on Instagram, Facebook or Twitter. Brands post promotional and informational content on their pages. All the updates are also posted on these pages, consumers follow them to stay updated.
– Websites: Websites are the primary and most legible source of contact between the consumer and the brand. It is the identity and the representation of the brand on the internet.
– Email Marketing: One of the most commonly used promotional methods these days is email marketing. Brands gather email IDs from subscriptions and send promotional emails to the consumers. This gives them a private list of email IDs to use for email marketing purposes.
Paid media
Paid media is the most commonly used promotional method used these days by brands and businesses online. In lieu of digital marketing, paid sources are taking center stage for being comparatively effective and quick. Almost all brands these days use paid media to promote their content online, be it through Google ads, Instagram ads, Facebook ads, YouTube ads, etc. Despite the wide usage, it has its own pros and drawbacks. Let us take a look at some of them:
Advantages:
– Wider Reach: Paid media helps brands reach a wider audience as it isn’t restricted to just the brand’s resources. The algorithms function in a way where users get ads related to the products they search for. This way, it is very easy to gain audience and build a sizeable audience.
– Immediate results: Unlike earned media, the results are fairly quick in paid media. You pay for ads and you get to see immediate results. This is a very convenient method for young businesses and brands to gain traction.
– Easy scalability: The most appealing thing about paid media is that it can be scaled up and down by the brand depending upon the budget and the need. This makes it a great option for digital marketing online.
Disadvantages:
– Expensive: Paid media is expensive compared to the other two methods. Sometimes, collaborations and paid ads for big brands can be very expensive.
– Repetition: Sometimes ads are repeated too much on a user’s feed which is bound to cause ad fatigue. This leads them to block such ads or completely ignore them, eventually failing the purpose behind paid ads.
– Ad blocking software: More often than not, users use ad-blocking software that blocks ads on Google and sometimes even a few social media platforms. This is a waste of resources and fails the purpose of reaching new users on the internet.
Examples:
– Paid Ads: Google, Facebook, and Instagram ads are primary examples of paid media. Brands spend a huge amount on ads as it makes sure new users get to know about the brand.
– Search Engine Advertising: Brands use methods like pay-per-click on search engines like Google and Yahoo. It means on every click a new ad is displayed and brands are charged only if a user clicks on the ad. It is cost-effective in so many ways.
– Influencer Marketing: One of the most popular methods of marketing or paid media is influencer marketing. Primarily on social media platforms like Instagram and YouTube, brands collaborate with influencers by paying them and they promote their products in return. It is expensive and depends on the popularity of the influencer.
Therefore, these are the three types of Poem Framework methods that are usually referenced in digital marketing. Brands stick to one depending on their needs and budget.
Benefits of poem framework in digital marketing
The Poem Framework has become an integral and very important part of digital marketing used by almost every brand. Its benefits are discussed below:
– Diversification: Brands have been able to diversify their content a lot owing to the Poem Framework. It has helped brands to introduce new niches online which become trendy every day.
– Optimisation: Being an essential part of Digital Marketing, the Poem Framework helps in optimising platforms, be it websites, social media handles, or email marketing. It filters and helps the brands frame the best strategies that can be used in their digital marketing journey.
– Immediate Results: The Poem Framework provides immediate and effective results to brands.
– Relevancy: In the era of digitization and social media, the Poem Framework is as relevant as ever. It has become a guide for digital marketers to follow. They use it to design their strategies.
How business used poem framework
Businesses have been using the Poem Framework quite a lot these days due to its benefits outweighing anything else. They use it in different forms and ways to utilize it effectively. Let us take a look at a few methods that businesses use:
– Content Amplification: Businesses have used the Poem Framework to amplify their content through all media platforms, including websites and social media handles. It has helped them to reach a wide number of people.
– Social Media Upgrade: Brands have learned the role of the Poem Framework in digital marketing and are extensively using it to up their social media game to attract potential consumers.
– Audience Targeting: The Poem Framework has helped brands to target their potential consumers. This has helped the brands to mold their content to the liking of the targeted audience. It leads to building a loyal consumer base and also improves the brand’s goodwill on the internet.
How we used the poem framework
We, as a digital Marketing Agency have used and effectively implemented the Poem Framework in our digital marketing campaigns. Our brand strategies are based on and reference the Poem Framework as it sets a clear blueprint before moving on to different social media promotion methods, be it earned, owned, or paid media.
Seeing how digital marketing has become a necessity for brands in today’s time, the Poem Framework also plays a very important role in shaping digital marketing strategies for brands. By harnessing its synergies brands are able to drive meaningful results. And we have also used the same in navigating the complexities of the digital world.