What is the POEM framework?
The POEM framework is a marketing methodology used by digital marketing experts to formulate the social media marketing strategy, and it stands for Paid, Owned, and Earned Media. It is an approach used to promote a product or service and looks at how the right mix of media channels can attract more customers, deepen and strengthen relationships with existing customers, and push the business towards ultimate goals of growth and success.
Digital marketers use the POEM model to develop the basic framework and implement digital marketing strategies. The frameworks help companies improve their marketing strategies and achieve goals and targets. It involves listing and selecting channels to roll out the marketing communication and what it needs to make the plan successful.
What does the POEM framework stand for?
Paid Media
The first element of the POEM framework is "Paid Media", which is the most common type of marketing channel. Any medium that requires payment, falls under the category of paid media. Paid media is typically one of the quickest, most efficient, and easiest forms to track direct return on investment. But control of paid media is generally in the hands of the service provider. At the same time, it is often the least credible resource for communicating to your target customer.
Advertising products or services on paid media channels, such as Google Ads and Facebook Ads can help you grow your audience and build a sizable customer base. Paid media covers a lot of media vehicles and platforms including, Magazines, television commercials, radio announcements, PPC (pay-per-click) advertising, search engine marketing, and paid ads on Instagram and Facebook.
1. Social Media Marketing
Social media marketing is the simplest and most effective way to reach your target audience. Running paid campaigns on social media doesn't go steep on marketing budgets, and measuring and analyzing results becomes easier, too. Once you post or push your ads on social media platforms such as Facebook, Twitter, Instagram, and LinkedIn, you will be able to reach your target audience as soon as possible and start seeing the results quite quickly.
2. Display Ads
Display ads are used to create brand awareness through eye-catching and interactive visuals. Creating powerful display ads requires focusing on elements like structural layout, color, and typography. With advanced marketing tools, these display ads can be targeted to the right audience at the right time.
3. Pay-Per-Click Marketing (PPC)/ Search Engine Marketing (SEM)
PPC/SEM is a must-have POEM framework in digital marketing strategy in your marketing plan and it's a tried and tested formula. Through search engine marketing companies aim to rank higher on the search engine results page of search engines like Google, Bing or Yahoo. It's an excellent way to drive traffic to your website and increase brand awareness.
Owned Media
"Owned media" is the second element in the POEM framework. It refers to any media channel that a brand controls and owns. One of the most common examples is websites, blogs, newsletters, social media pages (Instagram, Facebook, Twitter, etc), and podcasts owned by companies or brands. You can completely control the content and what goes on the website and manage it according to your customer base.
SEO optimization also falls under the bracket of owned media digital marketing tools. Owned media allows you to connect with your current audience and nurture your long-term relationship. Owned Media is a great way to connect with your current audience and nurture long-term relationships with potential clients. The goal of owned media is to carry the brand voice and communicate the offerings to the market. Owned media is relatively more cost-effective than paid media. Another benefit of owned media is its versatility and longevity, and it allows you to maximize the effectiveness of your owned media marketing strategies as long as needed.
- The website is the strongest brand representation and asset a company can own. Websites can build credibility and trust and be the catalyst for a customer journey.
- Blog Posts work like the brand voice. It's the communication that the brand is trying to establish out there in the market/public. Brands have complete ownership over these blogs and their distribution and what goes inside the content.
- Social media pages are the owned media property made over platforms like Instagram, Facebook, LinkedIn, and Telegram for the sake of customer engagement and brand awareness.
Earned Media
As the name suggests earned media refers to the exposure and recognition the brand receives as a result of other people talking about, mentioning the brand, or due to organic publicity and awareness. And it is the only media vehicle in the POEM framework that doesn't require investments from the company. Earned media allows you to interact, connect, and communicate with your audience through third-party channels, such as social media, public relations (PR), and referrals.
Most marketers classify earned media as inbound marketing as the efforts put in to get engagement and recognition are all organic. Earned media is technically the result of efforts put into owned media and paid media. as earned media supports both nurture/retention tactics as well as acquisition activities of the customers. Word-of-mouth marketing, press releases, publicity, brand awareness, and viral marketing are examples of earned media.
- Word-of-mouth marketing
- Viral marketing
- Press releases
- Publicity
- Brand awareness
Benefits of the POEM framework.
- Paid Media - Brands have larger control over Paid Media. Brands can use paid media for better targeting of their customer, hence it’s easier to test campaigns and brands can see immediate results.
- Owned Media - Brands have total control over their owned Media. Owned channels can help brands develop strong relationships with customers and attract new customers.
- Earned Media - Earned Media can ensure higher quality of visits and helps build awareness, and trust amongst existing and potential customers.
All 3 elements of a POEM framework don’t work individually, but hand in hand. A good marketing strategy consists of all 3 working in a strategic combination.
How conversation AI can be chipped into Converged Media to multiply marketing efforts?
Conversational AI platforms are changing the landscape of retail and companies communicate and engage with their customers/prospects. AI-enabled chatbots can communicate, engage and provide customer support. At the same time, they can be used in marketing and advertising as well.
Let's understand how companies can consider conversational intelligence and make it a part of converged media strategies.
Chatbots on Social Media
When we talk about paid, owned and earned media around the spectrum of social media, chatbots can really play an important role. Chatbots can respond to queries people post on social media platforms, but can also work as a marketing tool by putting up product recommendations and offers to customers. Chatbots can complement paid and owned media efforts and be the brand voice whenever a visitor interacts with the Ads or social media posts.
Chatbots on Website
If a visitor lands on a website, they shouldn't feel lost or unwelcomed. Chatbots can welcome, greet and engage visitors and convert conversation into conversions. They can offer support and assist them through the website, helping whenever they feel stuck or need more information about something.
Chatbots for Retargeting
Chatbots can reach out and reinforce the marketing efforts put in through paid media. They can suggest or recommend products that people have checked on or have left in the cart without completing the checkouts. You can also use these chatbots for brand awareness through WhatsApp or any other social platform.
