Dave ChaffeyBusinesses 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.
