POEM

POEM stands as the acronym for paid, owned and earned media that earns association to different types of media pertaining to the dimension of marketing communications. The POEM Model earns significance in that the same contributes in carrying out strategic thinking regarding the planning and development of marketing communication based mix associated to social media platforms. Further, the POEM framework in use ideally helps the digital marketers and also the business leaders understand and plan out the fashion regarding employment and allocation media resources for generating quality results in the long run. POEM as a model bears its origin during 2009 owing to the endeavour of Daniel Goodall based on writing a blog post in Wordpress. The different types of media used under each of the three categories viz. Paid, Owned and Earned are reflected as follows:  

  Paid media is associated to different kinds of online advertisements posted along social media platforms like Facebook, Google+, LinkedIn and likewise, Media buying activities associated with the buying of space for submitting advertisements along online and digital platforms and also activities associated to Email marketing. Such marketing activities are identified as push marketing or outbound marketing in that these marketing activities are forced to be presented before users. The Paid Media platforms are put to use mainly for jumping over to start the use of owned media platforms.  

  Owned media encompasses the different types of media like blogs, social networking profiles like Facebook and LinkedIn that are owned by users which also includes owned websites. Likewise, the different mobile sites, generation of brochures and likewise other collaterals also fall under the purview of owned media. The owned media activities are constituted mainly for retention of earned media. The use of owned media encourages the undertaking of different types of organic and other pull marketing based techniques that are underlined as follows:  

1. Application of an effective technique like Search Engine Optimization or SEO ideally contributes in earning of high page rankings along the different search engine result pages. 

 2. Use of Social Media Optimisation or SMO that encourages the use of social media platforms like Facebook, Twitter, Instagram, Pinterest, Google+ and LinkedIn for interacting with prospective and targeted customers and also in building of effective social communities along the different networks. It also involves activities like inviting and adding of friends, tagging, rendering of likes and other emotions associated with the posts and other additional comments.  

3. Finally, the Content Marketing or CM platforms are incorporated for submission of effective and high quality contents in a repeated fashion. Some popular examples of such CM platforms are like MensXP and also ScoopWhoop. 

 

  Earned media incorporates the generation of word-of-mouth messages that are evaluated to be cost-free in nature and other types of online media employed by external websites and other external bloggers. The platforms are used for generation of creative and innovative contents such that the same helps in engaging users by both attracting and retaining them for longer periods. The earned media practices can be effectively summarised in terms of carrying out activities associated to conversation, sharing of documents and also in engaging users for viewing the contents rendered in owned media. The publicising of owned media on social media platforms and also in carrying out the user engagement practices ideally contributes in driving down of costs and also in enhancing the effectiveness level. 

The POEM Framework as elucidated above is reflected below in the following illustration: