Owned digital media

Businesses use owned digital media when you communicate using a channel you create and control and don’t have to pay for. Promotions that are delivered on paid and earned media can also be delivered for low-cost to prospects and customers.

Owned digital media include:

  • Company website
  • Company social network pages
  • Email marketing including a e-newsletter
  • Mobile apps (if relevant)

Using content marketing to fuel audience engagement on these platforms to develop return visitors and followers that can be nurtured should be considered as a part of a digital media plan.

When forecasting as part of annual digital marketing plans owned media can be included alongside paid and earned media to estimate visits, leads and sales.


Welcome to my personal site where I blog about the latest developments in digital business to help students, professionals or lecturers using my books in their studies or careers.

Visit my main Smart Insights Digital Marketing Strategy site to download planning templates, strategy guides and daily updates on the latest developments.

I also write about assistive technology to help others teaching the visually impaired as part of my volunteering work for charity AbilityNet.

My latest books

Full details on Amazon:

Digital Marketing: Strategy, Implementation and Practice
8th edition

Digital Marketing Excellence
6th edition

About Smart Insights

Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

Free members can download our free templates and benchmark their digital capabilities.