PDI, abbreviated for "Paid, Owned, and Earned Media" is a marketing framework that categorizes different types of media based on their ownership and acquisition processes.
The term PDI is used to describe three distinct media categories: Paid, Owned, and Earned. Paid media refers to advertising or promotion that a company pays for to gain exposure and reach its target audience. This includes traditional advertising methods such as television commercials, radio spots, print ads, and online banner advertisements. Owned media, on the other hand, refers to the media assets that a company owns and controls. This typically includes a company's website, blog, social media profiles, email newsletters, and any other online platforms that it operates. Lastly, earned media refers to the publicity and exposure gained through word-of-mouth, online reviews, social media mentions, and other organic means. It is often a result of a strong reputation, product/service excellence, or viral marketing campaigns. Earned media is essentially free promotion that a company earns as a result of positive customer experiences or impactful marketing efforts.
By understanding the different types of media within the PDI framework, marketers can better develop comprehensive marketing strategies that encompass all aspects of media ownership and acquisition. This allows them to leverage the strengths and opportunities presented by each category of media to effectively and efficiently reach their target audience and achieve their marketing objectives.
