Channel Strategy

Hi!

Digital marketing strategy covers three major categories:

Owned Media is fully controlled by the business and includes websites, social channels, newsletters, podcasts, and more. Earned Media is not / indirectly controlled by the business and refers to articles, reviews, mentions, organic partnerships, and similar content. Paid Media is managed directly or indirectly by the business and includes paid advertising channels such as Meta Ads, TikTok Ads, LinkedIn Ads, Google Ads, and others.

The shared reach between Owned, Earned, and Paid media varies by integration. Owned-Earned (30-50%) occurs when blog content, SEO, and email engagement drive organic reach. Owned-Paid (40-60%) happens when paid ads boost owned assets, retarget visitors, and amplify social content. Earned-Paid (20-40%) emerges when influencers enhance paid collaborations, PR gains traction via sponsorships, and viral content gets paid support. Owned-Earned-Paid (15-25%) combines all three, using high-quality content to earn backlinks, shares, and paid amplification.

This digital budget planner accounts for distinct Reach across Owned, Earned, and Paid media, but you can also factor in overlapping reach and shared effects.

To be able to use the planner, please create an account with an address @ebig.biz.
Other addresses are not accepted for now.