Discover CuCo

CuCo Creative is an integrated branding, strategic, digital agency based in in the sunny Silicon South of Bournemouth, Dorset. We provide creative marketing and advertising solutions to the South Coast, stretching as far as London, UK! CuCo are members of the DBA and are both an RAR recommended and awarded agency. We are also a D&AD accredited marketing, digital, design, and branding agency! Our team are experts in delivering integrated marketing campaigns in all areas of branding, advertising, marketing, digital, E-commerce, design, web design & development, and WordPress, and offer a strategic approach to marketing consultancy.

Our creative marketing and design teams work together to delver a wide range of website development skills and a variety of marketing projects for your brand. Our digital services include web design, search engine optimisation (SEO), HTML emails & email marketing, Google Adwords/pay per click (PPC), database driven websites, content management systems (CMS), social media management, WordPress websites and E-commerce websites.

CuCo are also a creative print management agency, offering a full colour lithographic through short run or personalised digital printing services. We are experts in paper stocks, print finishes, folding techniques and FSC printing. Whether it is rolling out your new brand across creative marketing collateral, print advertising, business cards, business stationary (letterheads and comp slips), packaging, point of sale (POS), brochures, leaflets, flyers, or making your brand come to life with illustration or photography, CuCo are the perfect integrated branding and marketing partner for the South West, without heavy London agency fees.

Our team are passionate about driving sales through creative marketing solutions, so whether your business needs to generate new leads, a brand refresh, or a website improvement, get in touch with us here at CuCo!

Whatever your marketing or advertising requirements may be, CuCo Creative have the branding expertise and marketing knowledge and experience to produce your next marketing campaign! Whatever your budget or your location, call CuCo today on 01202 911959 to discuss your brand!

 

we are social

| Google+ | | Pinterest | LinkedIn | Instagram

Earned Media Vs Paid Media

What is earned media? Is it intrinsically more valuable than paid media? And how can you brand earn it? Let’s explore…

Whilst ‘content’ remains a generally poorly understood part of the overall marketing mix, understanding the three (yes, three!) different types of media can help you ensure you are leveraging your marketing budget as effectively as possible to generate maximum return on your investment.

Let’s start by defining the three types of media…

#1 OWNED MEDIA

Content you’re fully in control of, e.g. your company website, infographics and social media accounts.

In digital marketing terms then, we’re talking about your brand’s unique web properties. Think of platforms like your blog and social media as extensions of your website, with all three acting as extensions of your brand as a whole.

PRO

• Easy way to distribute content

CON

• Requires significant time investment

#2 PAID MEDIA

A method for amplifying your Owned Media. Think boosted Facebook posts, print advertising, TV adverts and display ads.

It’s all about promoting your content, not only to direct traffic to your owned media properties, but also works to drive earned media. Using PPC, retargeting and display ads are particularly effective at increasing traffic, but you can also work with Influencers to achieve a similar result.

PRO

• Tight control over targeting

CON

• Can be expensive

#3 EARNED MEDIA

Media your brand earns through word of mouth, e.g. referrals, PR, viral marketing, press mentions and published thought leadership articles.

So essentially, digital word-of-mouth marketing. With a great, carefully-planned content strategy, producing worthwhile articles, infographics, videos and e-books that are relevant and timely, exposure can easily be earned from mentions, shares, review, or recommendations. Strong organic rankings on search engines can greatly help with positioning your brand with the opportunity to gain higher engagement.

PRO

• Free (although often gained off the back of paid media efforts)

CON

• Lack of control

 

Which is better?

An effective content strategy relies on more than just one channel, or even one technique for any business looking to get traction, generate high-quality leads and ultimately increase sales. Although the phrases are commonly thrown around in strategy meetings, the combined value of the tree is often misunderstood.

Whether it’s paid media, earned media or owned media, is it possible to combine all three in one strategy? we hear you ask.

The simple answer is Yes! Used in combination, these three elements represent a powerhouse of marketing and lead generation.

Here’s how to do just that…

Owned media generally targets the customers you already have, so it can be great for customer retention, to launch new products or send out loyalty offers. A paid media strategy is great for brand awareness among potential new customers who will not be exposed to your brands owned and earned media. And finally earned media is trusted significantly more by millennials and their digital peers than paid media because it represents industry leadership. Earned media comes from looking after your customers, adding value to the community and being open to engagement and dialogue across multiple platforms.

To summarise… no element of the digital marketing mix is intrinsically better than any other element, and earned, paid and owned media are best used in parallel for specific purposes and integrated for big brand-defining campaigns – a great example being Nike’s latest ‘Dream Crazier’ campaign.

This needs creating with our branding on it.

If you’re looking to build a converged media content plan for your business, call us today on 01202 911959 or email us at hello@cucocreative.co.uk – we’d love to hear from you!

More News

Next Post:

  • + extra post details
  • + Comments | This has no comments

    Leave a Reply

    XHTML: You can use these tags: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>

  • + Filter | Search

looking for some creative inspiration?

Call us on 01202 911959 or email hello@cucocreative.co.uk