An integrated marketing strategy framework is a structure that outlines the various components of a brand’s marketing efforts and how they work together to achieve overall business goals. The paid, owned, and earned (POE) model is a common framework for organizing marketing channels and tactics based on how they are acquired or generated. Here is a potential outline for a POE-integrated marketing strategy framework for an online brand:

1. Identify business goals: Before developing a marketing strategy, it’s important to define the overall goals that the marketing efforts will support. This could include increasing brand awareness, driving sales, or improving customer loyalty.
2. Define target audience: Understanding the characteristics and needs of the target audience is crucial for creating effective marketing campaigns. This could include demographics, interests, behaviors, and pain points.
3. Develop messaging and positioning: The brand’s messaging and positioning should be consistent across all channels and touchpoints and should differentiate the brand from competitors.
4. Select channels and tactics: Based on the business goals and target audience, the brand should select the channels and tactics that will be most effective for reaching and engaging with the audience. These could include paid channels like advertising, influencer marketing, and sponsorships, as well as owned channels like the brand’s website, social media accounts, and email marketing.
5. Create a content strategy: A content strategy should outline the types of content that will be created and shared across different channels, as well as the frequency and format of content.
6. Implement and execute: The marketing strategy should be implemented and executed in a coordinated and consistent manner across all channels and tactics. This may involve creating and distributing ads, posting on social media, sending email campaigns, or engaging in public relations efforts.
7. Measure and optimize: It’s important to track the results of marketing efforts and use data to identify what is working and what may need to be adjusted. This could include metrics like website traffic, conversions, engagement, and customer feedback.

By following a POE-integrated marketing strategy framework, an online brand can create a cohesive and consistent marketing plan that helps achieve business goals and engage with customers across multiple channels.

Integrated Marketing Framework

An integrated marketing strategy is a comprehensive approach to promoting a brand, product, or service across multiple channels and touchpoints. It involves coordinating and aligning marketing efforts across various channels and tactics, such as advertising, social media, email marketing, public relations, and content marketing, to create a cohesive and consistent brand experience for customers.

Here is a potential outline for a paid, owned, and earned integrated marketing strategy for an online brand:

Paid:

• Advertising: This includes paid placements on platforms such as Google Ads, Facebook Ads, and Instagram Ads, as well as traditional advertising channels like television, radio, and print.
• Influencer marketing: This involves partnering with influencers on social media or other platforms to promote the brand’s products or services to their followers.
• Sponsorships: This could include sponsoring events or organizations that align with the brand’s values or target audience.

Owned:

• Website: The brand’s website is a key owned channel that can be used to showcase products, share information about the brand, and engage with customers.
• Social media: The brand’s social media accounts can be used to connect with customers, share content, and promote products or services.
• Email marketing: The brand can use email marketing to keep customers informed about new products, sales, and other updates.

Earned:

• Public relations: This could include media outreach, press releases, and other efforts to generate positive coverage of the brand in the media.
• Customer reviews and testimonials: Encouraging customers to share their experiences with the brand can help build trust and credibility.
• User-generated content: Encouraging customers to create and share content featuring the brand’s products or services can help generate buzz and interest in the brand.

To create an effective integrated marketing strategy, it’s important to consider the unique goals and needs of the brand, as well as the preferences and behaviors of the target audience. It’s also important to measure and track the results of marketing efforts to identify what is working and what may need to be adjusted.

Here is a table that outlines some potential channels and tactics for a paid, owned, and earned integrated marketing strategy framework for a direct-to-consumer (D2C) online brand:

Channel/Tactics	Paid	Owned	Earned
Advertising	Google Ads	Website	Media coverage
Influencer marketing	Instagram Ads	Social media accounts	Customer reviews
Sponsorships	Facebook Ads	Email marketing	User-generated content
Public relations	Radio	Blog	Social media mentions
Events	Television	Videos	Industry awards
Partnerships	Print	E-book	Influencer endorsements

This is just a sample of the many channels and tactics that a D2C online brand could consider as part of an integrated marketing strategy. The specific channels and tactics that are used will depend on the goals of the brand, the preferences and behaviors of the target audience, and the resources available. It’s important to measure and track the results of marketing efforts to identify what is working and what may need to be adjusted.

It’s important to note that the advertising landscape is constantly evolving, and new options and platforms may be available. Here is a more detailed table that outlines some potential channels and tactics for a paid, owned, and earned integrated marketing strategy framework for a direct-to-consumer (D2C) online brand, including some newer advertising options:

Channel/Tactics	Description	Paid	Owned	Earned
Advertising	Placements on platforms or in traditional media to promote the brand’s products or services.	Google Ads, Insta Ads, FB Ads, Quora Ads, Affiliates, Publisher Campaigns	Website banners	Media coverage (e.g. TV, radio, print)
Influencer marketing	Partnerships with influencers to promote the brand’s products or services to their followers.	Instagram Ads	Collaboration with influencers on social media	Influencer endorsements
Sponsorships	Partnerships with events or organizations to align the brand with a specific cause or community.	Facebook Ads	Sponsorship mentions on website	Social media mentions
Public relations	Efforts to generate positive media coverage and build relationships with journalists and influencers.	Paid Newswire Push for Press releases	Press page on website	Media coverage (e.g. TV, radio, print)
Events	Hosting or participating in events to promote the brand and connect with customers.	Event Sponsorship	Event page on website	Social media mentions
Partnerships	Collaborating with other brands or organizations to promote the brand’s products or services.	Joint marketing campaigns	Partner mentions on website	Social media mentions
Website	The brand’s website is a key-owned channel that can be used to showcase products, share information about the brand, and engage with customers.	Google Shopping Campaigns, Performance Max Campaign, Display Awareness Campaign with website landing pages	Product pages	Blog articles
Social media	The brand’s social media accounts can be used to connect with customers, share content, and promote products or services.	Boost Post	Posts and stories	Social media mentions
Email marketing	The brand can use email marketing to keep customers informed about new products, sales, and other updates.	Paid Email Blast with Targetted Audience Outreach. Example Sponsored Email with Niche Publisher	Email campaigns	—
Customer reviews and testimonials	Encouraging customers to share their experiences with the brand can help build trust and credibility.	—	Customer reviews on website	Customer reviews on third-party platforms (e.g. Yelp, Google)
User-generated content	Encouraging customers to create and share content featuring the brand’s products or services can help generate buzz and interest in the brand.	Boost with Google Ads, FB Ads.	User-generated content on website	User-generated content on social media
Newer advertising options	Emerging platforms or tactics that may be worth considering for paid marketing efforts.	TikTok Ads	—	—
		Clubhouse Ads	—	—
		Podcast Ads	—	—

Again, this is just a sample of the many channels and tactics that a D2C online brand could consider as part of an integrated marketing strategy. The specific channels and tactics that are used will depend on the goals of the brand, the preferences and behaviors of the target audience, and the resources available. It’s important to measure and track the results of marketing efforts to identify what is working and what may need to be adjusted.