POEM In Digital Marketing | What Is It & Why Must You Use POEM?

In the digital marketing industry, you will encounter a few common words or phrases. Content marketing, search engine optimisation (SEO), social media management—these are terms that you will hear tossed around quite often. However, have you heard of “POEM” in digital marketing?

POEM in is not about words that rhyme that help you express your emotions. The POEM that we are talking about is POEM that stands for Paid, Owned and Earned Media, which serves as a framework for your digital marketing strategies. 

Knowing more about POEM will help you come up with better marketing strategies. But to utilise POEM for your digital marketing campaign, it is essential to understand the purpose and meaning behind each marketing channel.

When creating a digital marketing campaign, never stick with just one strategy. What you need is to plan several strategies that will improve your chances of success. That includes utilising POEM. 

Read on to learn everything you need to know about POEM!

What Is POEM?

As mentioned above, POEM is a framework that you can use for your digital marketing strategies. Its approach is to promote products and services by mixing the appropriate media types so the campaign can attract more customers, gain leads and traffic. 

The POEM model also works to deepen and strengthen the relationship between the brand with its existing customers. In doing so, the brand that uses POEM could move toward its goals of growth and success. 

To further understand what POEM is in digital marketing, let’s dissect each letter and the meaning behind it. 

Paid Media

Whenever you think about advertising, what comes to mind? Perhaps you would think of ads and commercials. In digital marketing, these are examples of paid media.  It is a form of advertising that utilises different channels, such as social media and search engines.

In short, the goal of paid media marketing is to deliver paid or sponsored ads to reach the right audience. In many ways, it seems like traditional advertising, wherein you will place ads in different media, such as newspapers, billboards, television, and radio. 

The difference, however, is that paid media usually involves platforms—like social media platforms and websites, for instance.

How can you boost the effectiveness of your paid media campaign, anyway? Check out these effective digital marketing strategies:

1. Social Media Marketing

Social media marketing is one of the best ways to reach your target audience. Once you deliver 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.


Deliver your paid ads on social networking sites that will benefit you the most. For instance, Facebook offers a variety of marketing tools that will let you set your target market, analyse your performance, and share links to your website. 

On the other hand, Instagram is perfect for publishing images and videos to showcase your brand and raise brand awareness among .

2. Email Marketing

Email marketing made its return last year 2020, and it remains one of the most effective strategies to date. The goal is to send emails to your customers. 

However, to do so, you must create a list of subscribers who will receive your emails. These subscribers can be existing customers, people who have subscribed to your website, or followers on your social media page.

While building your email list, you should also utilise efficient pay-per-click (PPC) ads. Your PPC ads will help you target and reach out to the right audience so your email list can grow.

3. Pay-Per-Click Marketing (PPC)

As mentioned earlier, combining PPC ads in your email marketing is a tried-and-tested formula. But PPC marketing is also excellent for boosting your website’s search engine rankings in an instant. 

When using  PPC on your digital marketing campaign, search engines like Google will display a link from your website on the search results page, depending on the user’s queries and keywords.

However, you should know that in PPC marketing, you have to pay for the number of clicks that your digital marketing campaign obtains, which can be costly in the long run. 

Owned Media

As the name suggests, owned media refers to your possessions and assets. Examples include your website, social media page, blog posts, articles, case studies, and many more.

With the freedom to control your campaign, the possibilities to connect, interact, and communicate with your target audience are endless. The goal is to provide quality and relevant content for them.

Videos, images, articles—use these to your advantage so you can establish your reputation and grow your customer base. Not to mention, they are more cost-effective compared to PPC marketing since you would not have to pay for the number of clicks your paid ad. 

What are some examples of owned media channels?

  • Website
  • Blog page
  • Social media page
  • Emails
  • Online forums and communities

Earned Media

While owned media is the organisation of your assets, earned media refers to the activities involving such possessions. In short, utilising your owned media channels—website, blog page, social media account—is the definition of earned media.

With earned media, your objective is to create content that you can use for your website. One of the perfect ways to generate traffic and leads is to build a blog page. 

On your blog, you can post articles and infographics related to your line of work. Once done, you can share your posts on social media to attract new customers and engage with existing ones. As such, you can increase your customer base while expanding your audience reach.

Some examples of earned media tactics include:

  • Content marketing
  • SEO
  • Influencer marketing
  • Social media marketing


Now you know what POEM in digital marketing is, use that newfound knowledge to think of better strategies to market your products and services! With POEM, you can do just that. If you need help, get in touch with an to assist you.

For more digital marketing tips and tricks, feel free to explore our blog!

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