What it is

The Owned–Earned–Paid (OEP) model classifies your marketing touchpoints:

  • Owned media: Channels you control. Examples: your website, blog, email list, Viber/WhatsApp community.
  • Earned media: Visibility you “earn.” Examples: SEO rankings, PR mentions, reviews, word-of-mouth, UGC.
  • Paid media: You pay to reach people. Examples: Google Ads, Facebook/Instagram ads, influencer fees, sponsored posts.

Why it matters: It helps you balance short-term reach (paid), long-term assets (owned), and credibility (earned).

Nepal-focused examples

  • A local café in Pokhara
    • Owned: Single-page website + Google Business Profile + email sign-up
    • Earned: Google Maps reviews, TikTok users posting reels, foodie bloggers
    • Paid: Boosted Instagram reels during weekend offers
  • Training institute in Kathmandu
    • Owned: Course pages with FAQs + email newsletter
    • Earned: Alumni testimonials, Quora/YouTube mentions, backlinks from colleges
    • Paid: Google Search Ads on branded and course keywords

Quick planning checklist

  1. Owned: Is your website fast, clear, and persuasive? Is your email list growing every week?
  2. Earned: Do you have a system to request reviews and capture UGC? Are you building backlinks naturally?
  3. Paid: Are your campaigns aligned to clear objectives (reach, leads, sales) with UTM tracking enabled?

Apply in your practicum

  • Start by strengthening owned media (website/landing + email).
  • Set up at least one earned lever (reviews, SEO basics, or community posts).
  • Use light paid simulations (no spend required) to practice targeting and messaging.

See also: Key Digital Marketing Concepts