What is the Triple Media Strategy? 3 Media Types You Need to Know for Marketing Success

Are you wondering, “What exactly is triple media?” or “How can triple media be leveraged for business?”

Triple media is a collective term for the three main types of media in marketing.

When discussing web marketing media, this is an essential term to know, so be sure to familiarize yourself with it.

This article will cover the following topics:

If you’re a web manager wanting to learn more about what triple media is and how to use it effectively, this is a must-read article for you.

Be sure to read until the end.

What Is Triple Media? Understanding the Three Types of Media

Triple media is a framework that classifies media users interact with into three categories.

The three types of media are collectively known as the following:

By effectively utilizing these three types of media, you can increase sales, expand your company’s visibility, and build customer relationships more successfully.

But what exactly are these three types of media? Let’s break them down one by one.

1. Owned Media

Owned media refers to media that a company owns and manages.

Examples include corporate websites, social media platforms like Instagram, brochures, blogs, and email newsletters.

The primary purpose of owned media is customer acquisition and branding for the company.

Since owned media is under the company’s control, it allows the company to freely communicate its messages and vision to its target audience.

This is why it is often utilized to achieve sales growth and enhance branding.

Have you ever visited a company’s website or social media and found yourself purchasing a product or liking their brand image?

Owned media contributes to sales and branding by delivering tailored information that resonates with the target audience.

Additionally, owned media is the only media within triple media that can be entirely controlled by the company.

As a result, it often serves as the foundation for media strategies and marketing activities, making it a media type that companies should prioritize.

2. Earned Media

Earned media refers to media where users share company information with other users or businesses.

Examples include review sites, blogs, and social media posts.

The purpose of earned media is to gain trust and build reputation through user-driven efforts.

Since earned media involves user-generated content about a company or product, it is considered more trustworthy than information shared directly by the company.

For instance, have you ever checked reviews on a site before choosing a restaurant?

Earned media helps companies build trust and improve their products by leveraging user feedback and content.

Remember, earned media strengthens a company’s reputation and credibility through user contributions.

3. Paid Media

Paid media refers to media where companies pay for advertisements to be displayed.

Examples include online ads, TV commercials, and newspaper inserts.

The primary goals of paid media are increasing brand awareness and boosting sales.

Paid media is particularly effective for raising awareness because it allows companies to display ads to a wide audience regardless of their intent, quickly increasing brand or product recognition.

Some of you reading this article may have found yourself familiar with a brand or product simply because you saw their TV commercial or train advertisement.

In addition to awareness, paid media can also be used to increase sales, so consider exploring various platforms for your campaigns.

Among triple media, paid media is the only type that incurs costs for ad placement, so keep that in mind.

Key Points for Utilizing a Triple Media Strategy

In this section, we’ll explain how to leverage each type of triple media and introduce ways to combine the three.

The order is as follows:

1. How to Use Owned Media
2. How to Use Earned Media
3. How to Use Paid Media

Let’s dive into each one in detail.

1. How to Utilize Owned Media

As mentioned earlier, owned media is effective for customer acquisition and branding.

Therefore, it is particularly recommended for companies that want to expand their customer base or increase touchpoints with their customers.

Owned media is the only media within the triple media framework that can be fully controlled by the company.

While content production incurs costs, there are no advertising fees, making it a cost-effective option for increasing awareness among target audiences or creating more touchpoints with them.

For instance, when using content SEO to attract customers, you can reach not only the existing audience already familiar with your products but also the latent audience who may not yet be aware of your offerings.

Owned media serves as the core of the triple media framework, so start by clarifying your goals and leveraging it effectively.

2. How to Utilize Earned Media

Earned media, being user-generated, is ideal for receiving objective evaluations.

When users see evaluations from third parties rather than the company itself, it builds trust in the product or brand, making users more likely to purchase.

This is referred to as the “WOM effect” (Word of Mouth Effect) in psychology. Many companies aim to leverage this effect by registering on review sites or platforms with review functionalities to enhance the perceived value of their offerings.

Have you ever chosen a restaurant based on high ratings on a review site? That demonstrates the power of third-party evaluations, which is the hallmark of earned media.

However, the influence of earned media can also work negatively. Poor evaluations from third parties might deter purchases or harm the company’s image.

Nonetheless, positive reviews can significantly strengthen your marketing efforts, making earned media a valuable tool for any company with relevant platforms. Be sure to utilize it effectively.

3. How to Utilize Paid Media

Paid media is effective for increasing awareness, boosting sales, and enhancing branding.

As the only media within the triple media framework that incurs costs, paid media often delivers immediate results, making it a quick means to achieve specific objectives.

For instance, when launching both owned and paid media simultaneously to increase awareness, the impact of paid media is typically seen first.

This immediacy extends beyond awareness, applying to sales growth and branding efforts as well, where paid media’s effectiveness is unmatched.

Thus, if quick results are a priority despite the costs, paid media is a recommended option.

The PESO Model: A New Media Strategy Beyond Triple Media

The PESO model classifies media into four categories and has gained attention as a new strategic model in international marketing.

The PESO model consists of the following media types:

In the PESO model, earned media is further divided into “earned media” (public relations and PR activities) and “shared media” (user-generated content on social platforms).

This segmentation allows for more specific strategic planning, building upon the foundation of the triple media framework. Be sure to learn about the PESO model as part of your Web marketing education.

【Summary】Understanding Triple Media for Effective Marketing Strategies

Triple media refers to a framework that categorizes the media users interact with into three types:

Leveraging the strengths of each media type and compensating for their weaknesses can make marketing efforts more effective.

The PESO model expands on the triple media concept by adding shared media:

When using the triple media framework, focus on owned media as the central pillar while effectively integrating earned and paid media.