Stop talking about yourself: Use owned media to help people do something
Many, many brands have sent “We’re here for you during this time” and “Since we’ve been part of the community…” emails during COVID-19. But, as Kate Thompson argues, while this has the right intent, it’s self-serving.
As brands pivot their messaging, pause campaigns and rely on owned media like never before, some are struggling to hit their stride. It’s highly likely they misunderstand and undervalue its role in the marketing mix.
When we reach the end of 2020 – or even 2021 – and take the time to reflect on the effects the COVID-19 pandemic has had on business and marketing, owned media will be in focus. It has never been particularly glamorous amongst marketers and executive leadership, but by the end of this year, it will be the engine behind most brands’ entire marketing operations and we will begin to recognise its potential.
Owned media – the forgotten second cousin of marketing is in the spotlight
Right now though, it feels like owned media – the people and platforms that brands have the most influence over because they’re built on an opt-in model – has been massively undervalued by marketers and, in some cases, completely misunderstood.
Well said, I’ve lost count of the number of brands that have sent me messages (SMS, emails, letter’s) some have not contacted me in 10 years.
The humble email newsletter is such an under appreciated tool. People have signed up to hear from you, make it count.