Distribution of digital marketing tools between types of media
| Paid media | Earned media | Owned media |
|---|---|---|
| SEO and SEM | Affiliate marketing | Corporate site |
| PPC | Job boards | Social media (e.g. LinkedIn and Facebook company’s pages) |
| Job boards | Social media (word-of-mouth) | Online advertising (content marketing and posting on owned pages) |
| Online advertising (paid display ads) | ||
| Direct messaging (email marketing, mobile text messaging) |
| Paid media | Earned media | Owned media |
|---|---|---|
| SEO and SEM | Affiliate marketing | Corporate site |
| PPC | Job boards | Social media |
| Job boards | Social media | Online advertising |
| Online advertising | ||
| Direct messaging |
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