byEileen Henderson

Digital Marketing Specialist

Online Media Types

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3 main online media types

Paid media

Earned media

Owned media

Atomisation of conversations through shared APIs and social widgets

Advertising - Paid search, display ads, affiliate marketing, digital signage

Partner networksPublisher editorialInfluencer outreachWord-of-mouthSocial networks

Digital propertiesWebsite(s)BlogsMobile appsSocial presence

Paid Placements

Atomisation of content into ads

Chaffey and Ellis-Chadwick, 2012, p. 11)

• £40,000 of free media advertising

• Free national press coverage over 4 days

• 6,000 free towels given away

• Lasting brand impressions

Tunnock

(Fergus Loudon, Tunnock 2013)

(You Tube, pheonixglider, 2013)

Tunncock’s Earned Online Media

References

• Chaffey, D & Ellis-Chadwick, F (2012) Digital Marketing: Strategy Implementation and Practice (5th edn), Pearson Education Limited, London

• You tube (2013) ‘Bodyform responds: The Truth’ [online] (citied 9 August 2013) Available from <URL: http://www.youtube.com/watch?v=Bpy75q2DDow >

• You tube (2013) ‘Still Game –Teacakes’ [online] (citied 9 August 2013) Available from <URL: http://www.youtube.com/watch?v=w-FjcMDy7-s >