Own media can be considered all types of self-authored media. That is: website, blog, profiles on social networks, virtual store, etc.
It represents what the company has control over (posts, stories, etc.). Unlike other types of media, where third-party websites are used, such as Google Ads, for example.
In general, proprietary media is used to add value with content and information sufficient to nurture the brand's leads, leading them to become leads and customers.
Therefore, posts are made on blogs and social networks with themes and approaches that reach the desired audience, strengthening the relationship with the company.
In addition, strategies are also directed in own media to increase reach and strengthen brand authority, conversions, among others.
It is still possible to mention the importance of own media for the use of other marketing strategies, such as organic media, paid media and conquered media.
Important points
- Owned media represents all media that the company has control of, such as profiles on social networks, blogs and websites.
- It is used to feed users with relevant content, in addition to allowing the creation of advertisements for strategic pages.
- Own media is an excellent tool for the complementary use of media: paid, organic and earned.
The role of owned media in digital marketing
Own media represents the autonomy it guarantees to the company, which can use the tools and strategies it wants with display control.
This means that, when posting or creating advertisements on their own networks and websites, the brand/company will be exercising control over:
- what will be seen;
- how it will be seen;
- time of posts;
- metrics about each post, etc.
As paid media they also feature follow-up metrics and the possibility of creating your own posts.
However, combinations are made between the best titles and images for advertisements, according to the result they automatically present.
With own media, who will decide the posting time, formats, texts, images, videos or any type of media will be the company, owner of the profile.
Thus, it is possible to use the blog/site/profile for nutrition with quality content, which leverages organic and paid media strategies. Especially when the paid traffic strategy is directly aimed at publicizing profiles/website/blog or publishing content/posts.
Own media types in digital marketing
As examples of own media that a company can obtain, it is possible to mention:
Institutional Site
Portal with static pages for disclosing portfolios, contact, information about the brand, etc. It usually has 5 to 7 pages, and can be more complex depending on the size of the company.
E-commerce
Online store for selling physical/digital products or services.
Blog
It can be used linked to a page (such as websites) and offers the possibility of adding content, such as posts to answer questions, educate the audience, among others.
Profiles on social networks
They allow the creation of posts through images, stories, videos, ads of the most diverse formats, such as carousel, collection, etc. Some examples of profiles on social networks: Instagram, LinkedIn, Facebook and Twitter.
Application
iOS or Android apps designed to improve customer relationships and generate sales.
proprietary digital platform
Digital platform to improve customer relationships, generate sales and create communities.
How to measure own media performance
It is possible to measure the performance of these channels through data analysis, such as impressions, interactions, shares, engagement, reach, among other metrics. If there is investment in paid media, the analysis will be carried out according to the platform and type of ad chosen.
Difference between owned media and paid media
A paid media uses advertisements to lead the audience to specific content, download proposal, purchase, among other options.
It can be used on different platforms, such as Google Ads and Facebook Ads. Therefore, they are linked to third-party sites.
These advertisements are delivered to different people online and are targeted according to the target audience segmentation.
Own media, on the other hand, represents all media that the company can control, such as its websites, blogs and profiles on social networks. That is, it is the type of content that the brand has complete control over, from complete material to posting times and performance metrics.
Think of this medium as your own home online: you decide when and how to build new rooms, floors, improve the decor, bring friends, etc.
Difference between owned media and earned media
Earned media represents all exposure that was gained through third-party marketing without brand investment. That is, it represents everything that was achieved by the brand by standing out in its niche.
For example, at the 2018 World Cup, Centauro created a special action that generated media gained on portals such as SporTv, Máquina do Esporte and B9. The store produced T-shirts with special prints about the games and made them available for sale on its e-commerce minutes after the end of the matches.
Own media, on the other hand, represents the profiles and websites/blogs authored by the company, that is, what it has control and/or domain. Therefore, it is possible to affirm that the own media can make visible and palpable everything that the conquered media represents for the brand.
Both go together and can be used in a complementary way to strengthen the authority of the business.
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