According to a survey by Cision, marketers allocate approximately 25% of their digital marketing budgets to paid media and 24% to earned media, highlighting the importance of both strategies in a balanced marketing approach.
Knowing when to use paid media versus earned media – or paid media and earned media – can help you orient your marketing efforts toward more ROI.
You just have to go about things strategically.
Both play important roles in building brand awareness and driving customer engagement, but they serve different purposes and operate in unique ways.
Paid media can provide immediate visibility and traffic, while earned media builds long-term trust and credibility.
Understanding how these two approaches differ—and when to use each—can help you make better decisions and optimize your marketing efforts.
Let’s break down the key distinctions, benefits, and ideal use cases for each.
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