Owned Media and it's benefits
Owned media follows the pull marketing strategy (to increase demand for products), contrary to paid media. Rather than persuading the audience to take an action before providing them any value (push marketing), it first delivers the value, often in the form of content, and allows the audience to act anytime they want.
Benefits of Owned Media
- Most importantly, a strong content strategy helps in building a strong and long-term relationship with potential customers
- Increased control of Earned Media
- It has higher cost-efficiency
- Greater longevity with proven versatility
- Niche audiences to eliminate spamming or irrelevant crowd
Industry Examples of Owned Media
Domino's Pizza from Jubilant Food Works Ltd. in India targets the large youth population via its Facebook, Twitter, Instagram brand page and website (Owned Media). It publishes its content such as advertising video, banner ads, and mini engaging games to promote its offers and products. This has significantly increased its sales volume across India.
A similar technique is used by various other food retailers along with other e-commerce websites, financial banking, and insurance systems, service providers, etc. across the globe.
Please Note – Owned Media working in isolation has no guarantee for success. Moreover, the company’s communication cannot be trusted as it can be either too technical for common people, too casual for its niche audience or at times too self-driven. Lastly, it’s worth understanding that it takes time to scale.
Hosting your Website on your Server
There are two ways to collect information while hosting your website on your servers or using a third-party code embedded.
The benefits of hosting your website on your server are primarily in gauging the genuineness of the traffic as in whether there are any search engine spider visits or non-human traffic. Another advantage is gaining an understanding of any potential problems with your website through these log files. It also gives us a holistic view of a third-party preview also known as page tagging.
There as similarly third-party indices, which are always available in comprehensible formats when your server doesn’t work or you don’t have access to this information. These can also be on the cloud in multiple formats and versions of reports. You also have the benefit of ready API integration to judge complex queries in certain cases.
You may request snippets of customer information in a specific format. However, in one’s server log, raw data has to be collected, curated and comprehended.
Conclusively, we have numerous options through third parties in the market, which provide a seamless combination of log files and third-party trackers.
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