Owned Media : Definition, Benefits, Types, and Examples

The term owned media has certainly become a familiar term among today’s business people. Especially for those of you who use digital marketing as a marketing strategy. 

Because, we cannot deny that along with the development of technology and digital marketing trends, the media contributes many benefits to the success of branding and marketing campaign strategies.

 Today, owned media has a role as a determinant of the quality of marketing content that you distribute on other marketing platforms or channels. 

Because the media that the company manages directly can also be an effective marketing channel to increase brand awareness, engagement rates, and lead conversion rates. 

Knowing the influence of owned media on digital marketing campaigns can help you carry out marketing strategies more effectively and efficiently. 

So, what are the types and benefits of owned media as a company marketing strategy?

What is Owned Media?

Launching the Campaign Monitor page, owned media are all online properties that a brand owns and they have complete control over. Thus, the brand has full rights to manage its own content for marketing without the help of third parties.

For example, marketing through company websites, blogs, microsites, or social media (Facebook, Twitter, Instagram, TikTok, LinkedIn), applications, newsletters, press releases, to corporate magazines. With full ownership, you don’t need to spend a budget so that marketing content in the media appears to your audience, in contrast to paid marketing.

You need to know that owned media is organic marketing, but it has the opportunity to grow and gain momentum over time.

This type of digital marketing strategy is suitable for those of you who actually manage your business completely without the intervention of other parties.

The more platforms or digital media channels your brand has, the greater the impact or influence on the business branding process. Because this is tantamount to expanding the reach of your digital footprint and target market.

So that the potential to capture new leads or potential customers is increasing. However, you need to remember that while using this type of marketing, you have full responsibility for creating and maintaining content independently.

That is, it takes consistency so that you can create interesting content marketing ideas in the eyes of customers.

In addition, it is also important for you to determine the brand voice and brand guidelines for each marketing channel or platform that you use. The goal is to build a brand image that is easy for customers to remember.

This will also indirectly give an original or authentic impression to all content that your brand produces. 

Benefits of Owned Media for Business

From the explanation above, we can know that basically owned media is one of the important elements that support the success of a brand. Because without implementing it, it means that your brand does not have any power over the content you want to distribute to your target market or audience.

By having full control over the media channels that you have, your brand will be freer to explore which types of marketing content are most effective for marketing. This type of media is also a pillar of quality content that your brand will create on other platforms.

But that’s not all. There are a number of other benefits of owned media that you need to know about to help your business succeed. Launching from the Big Commerce page, some of these benefits include: 

  • Creating an original or authentic impression on the content that your brand produces 
  • Brands have full control over creating varied content as a marketing campaign 
  • a lot of budget or cost to produce content 
  • No need to worry about ads or ads in content Types of Owned Media

Types of Owned Media

There are various types of owned media that you can use to disseminate information and become a forum for company marketing content.

The more types of media channels you use, the more opportunities to attract more sales leads will be wide open. Launching from Airfoil, here are some types of owned media that you can use: 

1. Email 

Marketing The first platform is email marketing. This platform is quite effective in helping you promote content marketing to your audience. Especially if you have information about exclusive offers (discounts, promotions), product updates, or various other information.

Although classified as one of the most basic types of marketing, the use of email marketing has proven to be powerful enough to attract the attention of the target audience. Based on market research, there are around 54% of customers who put more trust in a brand (brand authority) when they get information via email.

Even according to the Tool Box. email marketing has a role to show the quality of the brand to the audience. That is, the use of email marketing makes your brand look more professional. Even so, there are some things you need to pay attention to when creating content through email marketing. To more easily attract the attention of the audience, you need to personalize email marketing based on email segmentation.

That way, your audience will feel that you really value and know information about them. 

2. Website 

Quoting from Indeed, the company’s official website is the most important part of owned media. The reason is, the website is often the first thing the audience will look for when they want to know complete information about a brand.

So, it is necessary to have planning and strategies to maximize the content that you display through the company’s website. The goal is that the website can give a good impression on the audience, provide clear and detailed information, as well as be able to attract their interest.

Therefore, you need to pay attention to the design on the company’s website page.

Strive to create a UI-friendly design to improve user experience, and prioritize mobile first or mobile friendly. Because, nowadays the majority of people prefer to use mobile devices to search for information on the internet. 

3. Social Media 

The third type is social media. Of course, we all agree that social media marketing (SMM) is a marketing strategy that all brands must implement in this current era.

Because in proportion to technological developments, the number of social media users always experiences a rapid increase from time to time.

So that the use of social media as a means of marketing and branding (social media branding) is one of the marketing trends that you must apply. Social media is also the right platform to quickly attract audience interest and expand the reach of market share.

However, you need to pay attention that the content you upload on social media must be in accordance with the brand guidelines, in order to show your brand identity. This is very important so that the content you share has an original and authentic feel. 

4. Forum 

The next type of owned media is the forum. This one media does seem old-fashioned so not many companies use it. However, you need to know that forums are very useful for running community marketing. You can launch a self-hosted forum realm.

That way, they can develop their community and start spreading content to their loyal audience (loyal customers).

Differences between Owned Media and Paid and Earned Media

After knowing the discussion regarding owned media above, what is the difference between this type of media and paid and earned media? In fact, until now there are still many people who are confused to distinguish the three. 

POEM (Paid, Owned, and Earned Media) itself deserves to be an example of a digital marketing strategy that you should consider to help create an effective marketing plan.

These three media implement a pull marketing strategy, where the brand will provide offers to the audience in the form of content. Then the brand will give them time to respond the next day.

This is what makes POEM more effective than push marketing, which tends to force the audience to take action before getting an offer. Then, what is the difference between the three?

Paid Media 

Is a form of paid marketing in which marketers have to pay some money to the media. This paid media includes digital and traditional marketing. For example newspapers, radio, paid influencers, pay per click (PPC), or ads so that their ads appear in front of the audience.

Paid media is a great way to get an immediate Return on Investment. Because, the reach of paid media is very broad in a single promotional strategy. 

Owned Media

Is a media that is built by a brand itself. Thus, the brand also has full rights to manage its own content for marketing, both web and social media, without the help of third parties.

Earned Media 

That is when your followers respond, for example, retweet, like, share, etc., to ads or content that you convey through paid and owned media. So, earned media are audiences, followers, or customers who spread your ad so that they are the media for a brand.

For example, word of mouth strategies, marketing testimonials, and user generated content (UGC), where customers can provide reviews of a brand directly through social media.

By combining the three, you can create a more effective marketing strategy. That’s a complete review of owned media that you need to know. In essence, in this digital era, brands need to have multiple personal media platforms in order to stay relevant and gain a position in the market.

In addition to implementing this strategy, you can also use digital marketing agency services to help develop your business.

Some of the marketing strategies that can be implemented are growth hack marketing, inbound marketing, 360 Digital Marketing, and Data-driven marketing so that the company can grow rapidly.