Nov 19, 2017 0
Own Your Owned Media
Succeeding online used to be about launching web sites. Dot com and done! Fast forward twenty years and web sites are just one of many touch points competing for consumer attention. In addition to web sites, newsletters, catalogs, blogs, kiosks are also important assets within a brand’s overall owned media portfolio. Why owned? Because owned media assets are things directly controlled by the brand. Nobody else. However, owned media remains unclear and misunderstood by many. That’s not surprising given the messy, complex and overlapping relationship owned media has with other types of media, namely paid and earned. But what is becoming increasingly clear is the need to own your owned media to succeed online today. Let’s get a little deeper into this.
