Earned media in digital marketing refers to the exposure and visibility gained through word-of-mouth, customer feedback, and organic content created by third parties, rather than through direct payment or control by the brand. This form of media enhances a brand's reputation and credibility, as it stems from customer experiences or media outlets reporting positively about the brand. It signifies that the brand has garnered attention and recognition without paying for it, which often leads to authentic engagement and higher trust from the audience.
This differentiates earned media from other forms of communication. For example, paid advertisements are directly purchased and controlled by the brand, while content created by the marketing team lacks the independent credibility that earned media has. Similarly, sponsored articles are paid placements where the brand has influence over the content, which does not align with the definition of earned media. Therefore, the definition that describes earned media as a communication channel used at no cost by customers or media accurately captures its essence in digital marketing.