Implications: Again, Word-of-Mouth can be an important aspect of your overall messaging. Marketers need to consider the distinctions between the media resources that are paid, owned and earned. Your paid media might include television, radio, newspaper, outdoor, digital display, and SEO/SEM. The media you own might include your corporate report, brochures, point-of-purchase, a direct mail, SMS or email list—and of course, the new granddaddy of them all—your website.
The media you earn includes the things people say about you, your company, your product or your service. If you are invited to be a guest on a talk show as an expert in your field, that’s earned media exposure. If someone talks you up on Facebook, that’s earned media. If someone “Pins” an image and/or recipe they found on your website, that’s earned media.
A marketing budget should include consideration to each of the three messaging weapons: Media that is paid, owned, and earned.