Blog Post #4

 1. Identify two (2) specific examples of owned media, two (2)specific examples of paid media and two (2) specific examples of earned media used by the corporation. 

Owned media comprises digital marketing channels that a company exercises complete control over, such as their branded website and social media. Owned media includes:  Email marketing campaigns such as company newsletters. Blogs and other owned content. Content marketing efforts can be either owned or earned, and sometimes a combination of both. Social media posts including Facebook, Instagram and Twitter.

Two specific examples of owned media of CVS Health are The following

   

This screenshot is taken from

CVS Health Instagram Page

where CVS Health is constantly 

making posts to engage with

the audience.

This Screenshot is taken from CVS Health Facebook page. Where is constantly making posts to reach their audience in facebook platforms. 
          

Paid Media refers to external marketing efforts that involve a paid placement, such as pay-per-click advertising, branded content and display ads. Paid media is an essential component of revenue growth and brand awareness for online businesses. Examples are google ads, social media ads, as well as more traditional options such as television commercials, print ads, and billboards.

Two specific examples of paid media by CVS Health are the following. 

This video advertising can be found when someone is navigating in Youtube. 

When an user is using YouTube without the subscription, between the videos, some ads are displaying. CVS Health took advantage of this situation, and paid to displays their advertising videos on YouTube. Those Advertising videos can be also found on Television. 

This advertising video can be found in television, YouTube, and in social media such as Facebook, Instagram and TikTok.

Earned Media or earned content, is any material written about you or your business that you haven't paid for or created yourself. Although this type of media is always published by a third party, there are ways marketers can position themselves for earned media opportunities. CVS Health examples of earned media are:

This screenshot is from
a google review from a 
customer.

This is from Twitter, where a customer share
what she thought about CVS.

2. Apply two (2) of the following free tools and discuss your application and results. Read the articles posted in "Blog Project and Best Practices" in Bb Learn.

Using the free tool Similar Web. I got this results. CVS Health is in the #16,390 of the global rank. In our country is the #3,054. In their category that is Health in the U.S is the #65. At their web page, the total visits are 3.6M. And the average visit duration is of 02:59 minutes.

The two strongest competitors of CVS Health web page is caremark which is a website similar to cvshealth.com. The second strongest competitor is cvs.com which is from the same company, the difference is that cvs.com is to look the items, products and services cvs offers and cvs health is more about the company itself.

        Using the SEMrush.com Free tool I could obtain the following results. The keywords variations are “ cvs health, Aetna cvs health, cvs health careers, …” Among others. 

References

Cox, L. K. (2021, December 2). Earned media, explained in 400 words or less [examples]. HubSpot Blog. Retrieved May 7, 2023, from https://blog.hubspot.com/marketing/what-is-earned-media-faqs 

Cvshealth.com market share, revenue and Traffic Analytics - SimilarWeb. (n.d.). Retrieved May 8, 2023, from https://www.similarweb.com/website/cvshealth.com/ 

Gartner_Inc. (n.d.). Definition of paid media - gartner marketing glossary. Gartner. Retrieved May 7, 2023, from https://www.gartner.com/en/marketing/glossary/paid-media#:~:text=Paid%20media%20refers%20to%20external,Benchmark%20your%20current%20advertising%20efforts 

Keyword overview: Discover new ideas with Keyword Explorer. Semrush. (n.d.). Retrieved May 7, 2023, from https://www.semrush.com/analytics/keywordoverview/?q=cvs%2Bhealth&db=us 

   What is owned media - and how to capitalize on it for more money. BigCommerce. (n.d.). Retrieved May 7, 2023, from https://www.bigcommerce.com/ecommerce-answers/what-is-owned-media-and-how-to-capitalize-on-it/#