Professional Documents
Culture Documents
ISB - DMA - W4 - Required Assignment 4.2 - Template
ISB - DMA - W4 - Required Assignment 4.2 - Template
ISB - DMA - W4 - Required Assignment 4.2 - Template
2:
Evaluate a Brand's Paid, Owned and Earned Media
Strategies
<Khushi Agarwal>
Suggested time: 120 minutes
Assignment Instructions
In this assignment, you will choose a brand of your choice or consider MakeMyTrip and reflect
on its marketing strategies. Record your responses in the table provided below.
1. What types of paid, owned and earned media does the brand use? Why are they utilising
these channels? In other words, what is their aim for utilising these channels?
My company, Nurrish, is a food and beverage company that produces vegan products such as
oat milk, almond milk etc.
They use paid, owned, and earned media for marketing their products.
In paid media, they use sponsored advertisements on websites and Google ad campaigns.
Their aim for utilising this was, when Nurrish launched their oat milk, they wanted to grow their
customer base fast and create awareness for the product among customers at an early stage.
Thus, they paid other websites to have their product ads featured on their page and invested
in Google ad campaigns. As a result of this, they saw a large click-through-rate and a rise in
sales. Their objective was a short-term boost in sales for their product through paid media
which is exactly what they got.
In owned media, they use their social media channels such as Instagram, YouTube and
Twitter and use their podcast to promote their products. Every alternate day they post reels on
Instagram and use the Instagram Live feature to talk about how their products are better than
the rest. They have even started a podcast where they speak in detail about their products
and provide lots of information on how veganism is the best way of life. Their aim of doing this
is to gain customer loyalty and long-term advantage so that when they launch new products,
customers will always come back to them for purchases.
In earned media, they rely on reviews and recommendations, likes, comments and ratings for
promotions. On their website, they have a column where customers can leave their reviews
and mention their experience in using the product. On all their social media channels, when
customers like and comment on their posts and videos it adds credibility to their brand. One of
their reels, which explained how their oat milk is made got over 10,000 likes and 200
comments. As a result of this, their sales of oat milk boosted. When new customers see that
old customers are happy using their products, they also buy the product. Nurrish’s aim for
Nurrish, which is a food and beverage brand that produces vegan products such as oat milk,
coconut milk, etc. are excelling in their marketing. Not only are they making use of the POEM
framework which is paid, owned, and earned media, but are also nailing their SEO strategy.
SEO strategy has two parts, on-page optimisation and off-page optimisation.
On-page optimisation is when the brand uses very relevant keywords and content and
creates a structured website to rank higher on the SERP (search engine results page) and so
that web crawlers and spiders can identify it easily.
Nurrish is doing this extremely well. Firstly, they thought of what kind of keywords and
phrases their customers would use to try and find their products. For example, words and
phrases like, vegan, oat, almond, dairy-free, cruelty-free, and healthy are all something that
customers would use to find vegan foods which is what Nurrish incorporated on their website
and their campaigns. When they launched their oat milk, they used the term “Mr. Oat” in all
their campaigns. They also added this term on the content on their website which makes it
easy for customers to find their site. It also differentiates their website from others which
makes them rank higher on SERP. They also use long-tail keywords such as “most healthy
oat milk brand” which targets specified searches.
Web crawlers and spiders visit updated sites more frequently to scour for information. Thus,
Nurrish updates their site very often to include new words, phrases, and information which the
crawlers can pick up.
They also focus on website structure. All titles, file names and URLs contain their main
keywords which makes it easier to appear on SERP. They format their content well with
bullets and bold text at the appropriate places. All pictures and videos also contain
descriptions so that it can be picked up by crawlers.
Off-page optimisation are actions other than those performed on the website to rank higher on
the SERP.
Inbound links is the most critical in off-page optimisation. Inbound links are links to a website
from other websites. The more inbound links, the more trustworthy the website is considered.
Nurrish finds other vegan sites and reaches out to them to incorporate valuable inbound links.
They even found inbound links to competitors’ websites and reached out.
In these ways, Nurrish’s SEO strategy is very good.