The term “owned media” in marketing refers to all company-owned channels that, as such, can be managed by the company in complete autonomy.
Included in this classification are the website, eCommerce, platforms dedicated to email marketing activities, social channels, blogs, APPs, magazines, brochures, SEO, stores and outlets, just to name a few.
Usually the concept of “Owned Media” is used in connection with two other key concepts:
- paid media: this category includes all channels for which it becomes necessary to set an investment budget for one’s campaigns (think, for example, of ADS campaigns on Google or Social, rather than advertising in more traditional media such as TV, radio, print media and billboards);
- earned media: classified within this category are all the channels in which the visibility of a brand is linked to the level of engagement that it is able to arouse among users. In this case, in fact, the company does not have to buy advertising space but strengthens its visibility, thanks to word of mouth from users (think for example of online reviews, user generated content, etc…).
As can be easily guessed, a successful strategy perfectly combines the three different types of channels.
