Definition: Owned media comprises digital marketing channels that a company exercises complete control over, such as their branded website and social media. Improving upon and leveraging owned media efforts often increases the effectiveness of paid media and earned media for online businesses.
Owned media includes:
While owned media has its effects on consumers' purchasing behaviors - 78 percent of people said companies' posts on social media impacted their buying, according to Invesp - businesses can also increase their lead and conversion rates by investing in paid and earned versions.
Earned media has been found to be 88 percent more trustworthy to customers than owned media alone — and the first step to gaining earned media is steadily producing effective owned media. With an alluring website and compelling content, online publications and social media users take notice.
Owned media is the building block for online marketing efforts, due to: