Earned media

Earned media is the intangible byproduct of marketing efforts, i.e., brand building not tied direct to a specific outreach or paid advertising. Typical examples are online discussions around your business, product, or service, whether it materializes organically or via third-party.

Earned media value (EMV) is a metric that captures this unpaid customer engagement to allow for marketing measurement. By tying this elusive concept to data, marketers can capture the full impact of their marketing, particularly social and brand efforts.