To stand out in the age of social media, companies should focus their strategies on content and influence online marketing, and aim to position themselves among the influencers in their area. As traditional advertising has little impact and the recommendations of peer-to-peer prevail, companies must focus on the quality of their content to reach the new prosumers of Generation C. Brands are involved in some kind of media, and entrepreneurs must now think like Web publishers. The success of their marketing campaigns will rely heavily on the relevance and variety of channels they use to reach their audience. Increasingly, the web marketers are turning to multi-channel campaigns and adopt new acronym POEM.
When the brand becomes a POEM
In 2009, Forrester Research’s Sean Corcoran, raised the importance of varying channels to reach a target audience in the age of social media, by defining the concept of POEM: Defining Earned, Owned and Paid Media. He defends the value of the concept on the basis of additional benefits to the brand by combining the three levels of exposure in the media (traditional and new):
Paid Media: While traditional advertising doesn’t have much impact, through social media, paid advertising space hasn’t disappeared and has buyers (10-15% according to different studies). These media spaces, paid or sponsored, can take different forms and integrate new media and traditional media (print, radio and TV). Paid media acts mainly as a catalyst for the other two components.
Owned Media: This is controlled by the brand with its own communication tools, which become the channels exhibition component. Usually developed around the mobile website / brand, these channels extend to the blog and various social platforms. This component, fully controlled, represents several advantages of efficiency, can reach customers and build long-term relationships. This component has its full impact in social media.
Earned Media: This component is out of the brands control. It is often viral. A buzz obtained on different platforms and the phenomenon of word-of-mouth marketing (WOM). This is the part that has the most direct impact on customers, and plays the most important role in the sale. However, the main problem is the fact that it can’t be controlled (it can be negative), and it is difficult to measure.
Varying channels to reach the target audience
As it is essential to integrate the right social platforms in an influence and content marketing campaign; it is also crucial to vary the channels to reach its target audience. By nature, a web user is transitory, and communities are scattered from one platform to another. Depending on the platform, his interests change and the level of attention varies. From one medium to another, it will be necessary to adjust the influence channels.
For web marketers, we now have the concept of POEM. It allows varying channels to tailor the message for different platforms and media while enjoying the benefits of each. In a recent post, Nick Kellet (co-founder of List.ly): 70 + Key Marketing Folk Poem Think Is To Core Digital Media, lists more than 70 infographics describing this new marketing approach, and how POEM can and should be integrated into the influence and online content marketing campaigns. In his blog, he regularly speaks of hybrid media to describe all the benefits of integrating the POEM into campaigns on the web.
Converge advertising, marketing and public relations
In fact, the concept of POEM tries to integrate advertising, marketing and public relations in the same strategy. For businesses, it is equivalent to the convergence of activities of three departments. Today, the boundaries between the roles tend to fade, and functions merge within organizations, to cope with new paradigms of consumers.
Increasingly, media convergence becomes imperative for companies adopting social media. Traditional advertising is not enough to reach customers, and now includes the activities of public relations, media influence and content marketing strategies of the web and social networks. At a time when policymakers finally understand the importance of focusing their efforts on customers, the concept of POEM is needed more than ever. Henceforth, online marketing campaigns should integrate these three aspects, and the key to success will be in the POEM that the brand will send to the consumer.
And if content is king, and context is queen, the prosumer of Generation C is the Little Prince asking companies “Draw me a POEM.”
What do you think? Do you incorporate the concept of POEM in your influence and content marketing campaigns in social media? What benefits do you get? Share your experiences and comments with readers.