Understanding Owned Media

At Rella, we believe the job of the modern marketing firm is to help clients make sense of the increasingly fragmented set of platforms they have at their online disposal. We do that very simply, by emphasizing that a brand’s marketing strategy much be specific enough to its audience, but versatile enough to be applied to any online medium, from 140 characters to an hour of 1080p video. The core is still the same:

Who is your audience?

Rather than insult your intelligence with definitions of demographics and psychographics, let us only suggest that a better understanding of your current (or proposed) customer base leads to less wasted dollars – especially in the more nebulous channels of organic search (SEO).

It is also our opinion that well-orchestrated paid and earned media campaigns will inform owned media strategy through web, social, and sales data. The assertion that advertising is better than social media marketing, or vice versa, has no play – because they each cross-pollenate the other.

What is your message?

One thing well understood by seasoned marketers is that a quality messaging strategy will traverse media. Heart strings can be pulled via a tweet or through an 30 minute video. Your customers can laugh at a post on Facebook or a postcard – it truly is your choice. We believe in measuring your message’s performance across all media and reacting accordingly.

How will you measure success?

Marketing analytics are more ubiquitous than ever. From impression to conversion and beyond, your customer or prospect leaves a trail of bread crumbs that lead to better marketing intelligence and data-driven decisions. Are you collecting the appropriate data? What is it telling you?

We invite you to partner with Rella in your online marketing endeavors. Through a background in search marketing and web analytics, we help our clients take ownership of the platforms which grow their online footprint.