Leveraging Owned Digital Assets in Marketing

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  • 0:01 Owned Digital Assets
  • 0:50 Why Your Brand Needs…
  • 1:33 Digital Marketing Components
  • 4:30 Measuring the Value of…
  • 5:20 Lesson Summary
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Lesson Transcript
Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

Making use of owned digital assets is an inexpensive way to build awareness and loyalty while racking up sales. In this lesson, we'll discuss the importance of leveraging - and monitoring - your website, blog, and mobile and social channels.

Owned Digital Assets

The beverage company Coca-Cola is best known for its fizzy signature drinks, as well as its famous logo, brand colors, and messaging. Thanks to its website, blog, and social media platforms, fans of the company can see what the company is up to, interact with the brand, and read more about the history of the business.

With Coca-Cola's owned digital assets, which are marketing channels the company controls, the brand is able to control its messaging and the type of content it wants to push out to consumers, as well as create environments where the brand and its fans can interact. Of course, Coca-Cola gets a lot of publicity outside of its owned assets, so why do they need to keep up with a website, a blog, and social media platforms, among others?

Why Your Brand Needs Owned Media

Owned media is almost a given in today's crowded digital environment. Brands are looking for every possible way to have their voices be heard. That's just one of the reasons why having places to distribute your business' content is so important.

Owned media, whether it's a website, mobile app, blog, or social media channel, allows you to say what you want when you want. Paid media will cost you big bucks. Earned media from other websites may not convey the message you want. But owned media allows you control over your message.

While there is a host of digital tools a marketer can use to help shape and distribute a brand's message, let's discuss four of the most essential.

Digital Marketing Components

Today, it's not enough to just have a website or a social media account. Savvy marketers know that their audience is everywhere, so different types of tools allow them to reach those people in different spaces.

The internet has been around long enough for most people to be familiar with it. But as technology evolves, so do the things you can do with it. For example, making a responsive website, or one able to automatically adjust to different screen sizes, is a great way to make sure your site looks good on everything from mobile phones to desktop computers. Also, it can help ensure your messaging gets viewed easily whether a consumer is on a desktop, tablet, or smartphone. Some surveys say the website is the most effective of all digital channels. It's where customers convert, signing up for newsletters, making purchases, and downloading offers. Make sure its navigation doesn't impede your messaging.

Lots of companies are engaging in mobile marketing, whether through ads on mobile websites or text messaging. A mobile application, a smartphone program that can be downloaded from a mobile store, may seem like an expensive investment, but it also has the potential to be your greatest investment. Have you ever looked around when you're walking down the street or sitting in a restaurant? Probably not because you're glued to your phone! But so is everyone else, and that's the point. Mobile outreach is mammoth because it reaches people wherever they are on their smartphone, which is usually within arm's reach. A mobile application offers another avenue of direct marketing to your audience, allowing them to gather information and make purchases whether they're on the couch or on a bus. Mobile apps help to build brand awareness and consumer loyalty while differentiating yourself from your competitors.

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