If you have anything to do with marketing planning and implementation you’ve likely heard of the owned, earned, social and paid media pillars. While all are important, owned media should be the foundation and driving force behind how these different pieces of your marketing mix interact. Without owned media, how do you get attention from journalists, share your content and information on social media, push consumers to your site through paid social ads, or keep potential consumers in your funnel through your e-mail program? The answer is, you don’t. Or at least you won’t do it well and you’ll spend extra money and reduce ROI.
Have you ever felt like you’re sinking loads of money into your marketing program and seeing minimal results? If so, you’re certainly not alone. We hear this on a fairly-regular basis from businesses we’re visiting with. They know how much they’ve spent but they’re not sure if they received what was promised or what they expected. There are a number of reasons this happens including they’re not setting defined, implementable goals or measuring results ongoingly. However, it’s also likely they don’t understand how their customer’s buying journey fits into the marketing funnel.