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Understanding and Leveraging Owned Media

By September 28, 2019 No Comments

Owned Media Overview

Owned media comprises all of the channels that a brand exercises complete control over. This includes websites, blogs, email marketing newsletters, podcasts, apps, etc… These channels provides customers a way to interact with brands through content that is unique, and enables brands direct access to their audience. If you want to lead the competition today and into the future, you need to constantly review and renew your owned strategy.

It is important to note that social media is not an owned media channel. It is a leased media channel. If it were brands would have control over the experience, access to their fans, and full use of the data. However, public social media companies like Twitter, LinkedIn, Instagram, and Facebook limit this direct access. And Facebook now charge brands to communicate with their audiences.

The Foundation of Marketing

Owned channels enable brands to fully control the customer experience. According the the 2019 Digital Trends report by Adobe, customer experience is one of the top points marketers are focusing on. Additionally, digital first brands that create a superior experience across their owned channels are 64% more likely to have exceeded their top 2018 business goals.

Owned media channels are most effective when combined with earned, paid, and leased media. Having a multi-pronged strategy is vital to business growth. Paid media pushes potential and returning customers to owned channels. Success in the owned space can lead directly to earned media exposure, generally considered the most trusted form of advertising.

Owned Digital Properties

When you register a domain name you take control of a digital property. Like an empty plot of land, what you decide to build on that website is up to you. Will it be a single family dwelling or a towering monument that people the world over want to visit?

Email marketing continues to be a top performing channel. Impressively the average expected ROI is $32 for every $1 you spend on email marketing. And email is overwhelmingly cited by consumers as their preferred way to hear from brands. Email marketing provides options to highly personalize the experience, creating a more authentic experience.

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