Digital Media and the Branding of Downtowns: Strategies for New Business Development Using Paid, Owned and Earned Media November, 2013 | Page 26

CONCLUSION
Marketers have less control over their messages than they did just a few years ago. Online
conversations have democratized communication, enabling the consumer to shape the discussion.
These empowered consumers can help reinforce and amplify your marketing efforts.
The first, and perhaps most important, thing you can do as a marketer is to figure out what
differentiates your downtown district from all the others. Is its location exceptional? Does the local
culture allow for a specific type of business to thrive? Take a step back, do some research and determine
what your town does better than any other. Before you can use the new digital tools to spread your
message, you need to define exactly what the message will be.
With this brand in place, it’s time to strategize. Who am I trying to target with my message? Which
media are they most likely to consume? How do I reach him/her?
Once you’ve determined where your consumer is most likely to be, take advantage of paid, owned and
earned media to target them. Begin with a great website that is intuitive and attractive. Using the hub
and spoke marketing model, you can use other media to bring consumers to your website. Like an
airport hub that has planes coming and going throughout the day, your website is the “home” for all
marketing messages.
Paid media include digital versions of traditional advertising such as online display ads and paid search
ads that deliver visitors to your website. Owned media includes digital sites you own and control such as
your website and messages sent thro ugh email. Earned media is the electronic version of word-ofmouth advertising. Not only is it free, it’s usually more valuable than ads. An objective third party simply
has more influence over his/her circle of friends than you do.
The tools will continue to evolve as new platforms become available. With your message and strategy in
place, you’ll be ready to incorporate the changing media landscape into your marketing efforts.
We’re living in an age of disruption: the media that ruled the marketing landscape for decades have
been disrupted by new media that are more nimble, targeted and cost-effective. We have greater access
to communication tools than we ever have.
Paid, owned and earned media can’t build a downtown on their own, but they can contribute to a
positive atmosphere of innovation and sustained growth. Listen to your consumers, tailor your message
to reach them and position your downtown to meet their needs. Managed strategically, digital media
relationships can provide you one more advantage as you look to make your downtown the best it
can be.

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