Owned media refers to platforms that are managed by the company. Examples are a website, social media channels or a newsletter. In owned media, you have control over the design, content and tone of voice, among other things. Owned media concerns the content you have created yourself.
The disadvantage of owned media is that you have to maintain everything yourself. In addition, the success of owned media is always dependent on paid media and earned media. By using all three forms in the marketing strategy, you increase the reach, brand awareness, authenticity and engagement with the target group. Ultimately, this can lead to more sales and turnover.