The Importance of Owned Media in Digital Marketing

[ishanijerin1]

For companies that sell products, it is very important to ensure the quality of their owned media (media operated by the company itself) in promoting digital marketing. No matter how attractive information is disseminated through advertising and SNS, if the product information posted on the owned media is not accurate and comprehensive enough, it may lead to dissatisfaction such as "It's completely different from the product information I saw on SNS!", and customers who could become potential customers may lose out. In addition, existing customers may leave the site saying "I wanted to know the details of the product I want, but I can't find it, so I'll give up," and may change their mind to a competitor's site where it is easier to find the product.

Similarly, the real-time nature of information is loan database also an important element of owned media. If you can post new products when they are announced and immediately notify customers that they will be discontinued when they are discontinued, you can continue to provide customers with accurate and fresh information, which will lead to improved customer loyalty.

By conducting marketing that combines earned media (media where users directly disseminate information, SNS) and paid media (media where compensation is paid for posting information, advertising) with owned media as the center, you will be able to acquire more potential customers.

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[Interaction between owned media, advertising, and social media]

In order to eliminate the feeling that "I can't trust the product information" or "I can't find it, so I give up," it is very important to properly organize the product information posted. We recommend introducing a PIM to comprehensively manage product information within digital marketing. There is no doubt that the flexibility of PIM's product information management and the wide range of integration methods will help resolve the issues faced by owned media.