Have you heard of the POEM framework? If you work in digital marketing or run a small business, this is something you should know.
In the world of online marketing, it’s important to have a clear plan to reach your target audience. One helpful way to do this is by using the POEM framework.
What is the POEM framework in digital marketing?
POEM stands for Paid, Owned, and Earned Media. It’s a simple way to plan how you promote your business online. The idea is to use different types of media to get more customers, build stronger relationships with the ones you already have, and grow your business over time.
Each type of media in this framework has a different role in your marketing strategy. When used together, they help you create a strong and balanced marketing plan.
Types of POEM framework in digital marketing
The POEM framework is a smart strategy that helps you bring different types of traffic to your business — whether it’s from search engines (organic), ads (paid), social media, or referrals from other websites.
All this traffic falls under one of the three parts of the POEM model: Paid, Owned, or Earned media.
Let’s break them down, starting with Paid Media.
Paid media
The “P” in POEM stands for Paid Media. This simply means paying to promote your business and reach more people online. It’s one of the fastest ways to get your brand in front of your target audience.
Meta Ads (Facebook)
Meta Ads (formerly known as Facebook Ads) are a prominent and versatile component of paid media. It helps you to reach your target demographics with precision. Facebook’s vast user data can help you target audiences based on age, location, interests, and behavior. This granular targeting ensures that your ads are seen by individuals who are more likely to engage with the brand.
In addition to targeting options, Meta Ads offer various ad formats, including image ads, video ads, and carousel ads, which allow you to convey your message in creative and engaging ways.
In simple terms, Meta Ads are like those ads you see when scrolling through your Facebook feed. They’re there because businesses pay to show them to you. The magic happens when these ads are shown to the right people.
Facebook does this by collecting and utilizing a lot of information about its users, such as their age, interests, and location. Consequently, the ads that you see are more likely to be relevant and interesting to you.
Google Search Ads
Google Search Ads, often referred to as pay-per-click (PPC) ads, are an integral part of any digital marketing strategy. These ads appear at the top of Google search results when users query specific keywords or phrases relevant to the business. This form of advertising is highly effective because it places the business in front of potential customers who are actively searching for products or services.
The PPC model means you only pay when someone clicks on your ad, making it a cost-effective approach to reaching a motivated audience. The success of Google Search Ads relies on keyword selection and ad copy quality, and continuous optimization is key to maximizing the return on investment.
For example, if I search for “digital marketing agency”, the top search result that comes with the word ‘sponsored’ is Google Search Ads. This helps businesses get noticed by people actively searching for what they offer.
Display Ads
Display ads are visually engaging advertisements that appear on websites, apps, or social media platforms. Unlike text-based search ads, display ads leverage images, animations, and rich media to capture the audience’s attention.
These ads are versatile and can be used for various marketing objectives, such as brand awareness, product promotion, or event marketing. With display ads, you can target specific websites or audiences based on their interests and demographics, allowing you to tailor your message to the right audience.
Sponsored influencer posts
Collaborating with influencers who have a substantial following can increase the customer base for brands. Sponsored influencer posts are a prime example of leveraging paid media to tap into an influencer’s dedicated fan base.
You may have seen influencers sharing their experiences with a new gadget or a cool fashion brand. This is when businesses pay popular social media people (influencers) to talk about their products.
According to the influencer marketing benchmark report, it is found that 92% of marketers believe that influencer marketing is an effective form of marketing. Among which
- 72% of marketers used Instagram for influencer campaigns in 2022.
- 45% of marketers used TikTok for influencer marketing campaigns in 2022.
- 52% of marketers used Facebook for influencer marketing campaigns in 2022.
Influencer marketing is currently growing day by day because 1 in 4 marketers leverage influencer marketing. Moreover, influencer marketing is something like when one of your friends recommends a product to you because they love it.
The key to success with sponsored influencer posts is to choose the right influencers whose values align with the brand. This authenticity ensures that the audience will be more receptive to the products or services, ultimately resulting in better engagement and conversions.
Owned media
The “O” in POEM stands for Owned Media. This includes all the online spaces and content that your business fully controls — like your website, blog, email list, and mobile apps.
Owned media is important because it shows your brand’s personality and gives you a direct way to connect with your audience without relying on ads or outside platforms.
It’s where you share your story, build trust, and keep people coming back — all on platforms you own.
Websites
Websites are the digital storefronts of businesses. It serves as a central hub for information, products, and services, enabling them to showcase their offerings and engage with visitors. In terms of owned media, a website is a digital asset that provides businesses with complete control.
For creating websites, you can hire a digital marketing agency like Digitiria to reflect the brand identity. Digitiria has experienced professionals who build responsive, user-friendly, and visually appealing websites that leave a positive impression on the audience.
Also, regular updates and fresh content keep visitors coming back, enhance their experience, and improve business search engine ranking.
Email allows businesses to deliver personalized content and promotions, fostering customer loyalty. Email marketing is a cost-effective way to stay connected with the audience, keep them informed about the latest products or services, and offer special deals and discounts.
The key to successful email marketing is building a well-segmented list, crafting exciting and interesting email content, and ensuring that your emails provide value to the recipients. With the right approach, email marketing can be a powerful tool for nurturing leads and retaining customers.
Mobile apps
Mobile apps provide a convenient way for users to interact with a brand. It enhances user experience and facilitates easy access to services. While not every business needs a mobile app, for those that do, it can be a significant asset in the owned media category.
Mobile apps offer several advantages, including improved accessibility, faster loading times, and enhanced user engagement. They can provide features such as loyalty programs, push notifications, and one-touch access to services, all of which contribute to a positive user experience.
Blog Posts
Blogs are a powerful tool for sharing valuable content, industry insights, and updates. They help establish authority and drive organic traffic to a website. When it comes to owned media, a blog is a dynamic asset that allows you to regularly publish fresh content relevant to the industry or niche.
Blogging not only provides informative and engaging content for the audience but also improves business website’s search engine optimization (SEO). Well-optimized blog posts can rank higher in search results, attracting organic traffic and generating leads.
Earned media
The “E” in POEM stands for Earned Media. This is the attention your business gets without paying for it — like when people share your content, leave a good review, or mention your brand on social media.
It’s called “earned” because you don’t buy it — you earn it by offering value.
The best way to grow earned media is by creating helpful, interesting, or inspiring content that people naturally want to share. It shows that people trust your brand and enjoy what you offer.
Word-of-Mouth
Word-of-mouth marketing occurs when satisfied customers recommend your product or service to others. This organic form of promotion is highly influential. Positive word-of-mouth can significantly impact a brand’s reputation and attract new customers.
Encouraging word-of-mouth marketing involves providing exceptional products, services, and customer experiences. Businesses can also incentivize customers to refer others or leave positive reviews on social media or review platforms.
Imagine you’re looking for a good place to eat pizza in your town. You ask a friend if they know any great pizza places. Your friend tells you about a local pizzeria they love and says it’s the best in town. Excited by the recommendation, you decide to try it.
You later tell another friend about your fantastic pizza experience, and they, in turn, decide to visit the same pizzeria based on your enthusiastic review. This process continues, with people sharing their positive experiences and recommendations, and that’s how “word of mouth” helps businesses grow as satisfied customers spread the word to others.
Publicity
Publicity can be generated through media coverage, reviews, or endorsements. Positive publicity can boost the brand’s reputation and credibility. Whether it’s a feature in a prominent industry publication, a positive review from a trusted source, or a celebrity endorsement, gaining positive publicity can introduce the brand to a broader audience.
Viral Marketing
Viral marketing involves creating content that spreads rapidly through social sharing. Viral marketing is when something you share spreads like wildfire on the internet. People love it so much and share it with their friends.
A viral campaign can significantly expand brand visibility. The power of viral marketing lies in its ability to reach a massive audience in a short amount of time.
Search Engine Optimization (SEO)
SEO is the process of optimizing a website’s content to rank higher in search engine results. High organic search rankings can generate a consistent flow of traffic and leads. In the context of earned media, SEO helps websites to gain visibility and credibility in the eyes of search engines.
SEO is like the magic that helps websites to show up on the first page of search results. It’s like winning a race to be the first choice when people search for something related to the brand.
Benefits of the POEM Framework
Using the POEM framework can bring great results for your marketing efforts. Here’s how it can help your business:
Complete approach
By combining Paid, Owned, and Earned media, you create a well-rounded marketing plan that reaches a wider audience across different channels.
Reaching different crowds
Each type of media helps you connect with different groups of people. This makes your business more attractive to a variety of audiences, from social media followers to those finding you through organic searches or paid ads.
Staying true to your brand
The POEM framework ensures that your brand’s style is consistent everywhere — whether people are visiting your website, seeing your ads, or hearing about you through reviews. This consistency builds trust and recognition with your audience.
Learning from data
The framework also helps you gather data about how people engage with your content. By understanding their behavior, you can make smarter marketing decisions and improve your future campaigns.
Smart use of your budget
POEM allows you to allocate your marketing budget wisely, making sure you spend money in the right areas for the best results. This helps you get more value from your marketing efforts.
Skyrocket your lead generation with the POEM framework
At Digitiria, a premier digital marketing agency in Varanasi, we specialize in driving measurable results through customized marketing strategies. The POEM framework is one of the most powerful tools we use to help our clients grow.
By combining Paid, Owned, and Earned media, we create a tailored approach that drives traffic, builds brand trust, and converts leads.
Ready to see real growth? Let Digitiria make your brand the star of the digital world.
Book your free call today!
