What distinguishes paid media from earned media?

Paid media is distinguished by the fact that it requires a financial investment to promote a product or service. This type of media includes advertisements, sponsored content, and other forms of promotional efforts where businesses pay to have their message delivered to a target audience. The primary aim of paid media is to reach a broader audience quickly and drive immediate results, such as website traffic or product sales.

In contrast, earned media refers to publicity gained through promotional efforts other than paid media, such as word-of-mouth referrals, social shares, or media coverage, which are obtained through merit rather than financial means. The focus of earned media is organically built reputation and visibility, arising from genuine consumer interest and engagement.

Paid media’s ability to reach users quickly and effectively through targeted advertising makes it a powerful tool in a digital marketing strategy, allowing brands to take control of their messaging and placements.