Online communications techniques using paid, owned and earned media to achieve goals of brand awareness, familiarity, favourability and to influence purchase intent by encouraging users of digital media to visit a website to engage with the brand or product, and ultimately to purchase online or offline through traditional media channels such as by phone or in-store.
The six main channels include search engine marketing, social media marketing, email marketing, display advertising, public relations and partner marketing.
In this explainer, we see how the six main digital media channels can be broken down further by paid owned and earned media.
See also: Paid digital media, Owned digital media, Earned digital media.
