The POEM framework in digital marketing stands for Paid, Owned, and Earned Media. This media refers to how a company or brand connects with its audience. When breaking down, three categories mean:

• Paid Media includes advertisements for which the company pays, like TV ads, radio ads, social media ads, and Google ads. The benefit of paid ads is that they make your brand reach a new audience which ultimately increases ROI.

It is measurable. That is, you can control your strategy by looking at the analytics (Click-through rate, conversion rates, and cost per acquisition), and track the ROI of your campaigns.

• Owned Media includes things the brand or company controls, such as its social media platforms, websites, Mobile apps, and blog posts. By consistently posting informative and relevant content a brand can build trust and stand out as a leader in their community.

Blogs help you nurture your existing audience and establish authority by posting engaging content. For good content, you need an effective content-writing strategy.

• What others think about the brand comes under Earned Media. Like how good reviews and feedback are earned by good efforts. Examples are customer reviews, sharing of the brand’s content on social media, or word of mouth.

All these three aspects of the POEM framework in digital marketing help a particular company or brand reach its audience differently. Paid media is an effective means to build your brand’s awareness, but for long-term success, you have to incorporate owned and earned media into your strategy.

You can, for example, employ sponsored media channels to drive traffic to your owned media assets, such as landing pages or blog articles. Once consumers arrive on your website, you can encourage them to interact with your business further by providing excellent content and clear calls to action. You may nurture existing client connections and attract new ones by providing amazing experiences and generating positive earned publicity.