Before the advent of the digital age there were just a handful of media outlets that could be viewed by a large number of people. Companies like newspapers, broadcasters, magazines and production houses owned the majority of the media space that people used on a regular basis.
The advent of online media has revolutionized the landscape of business. Anyone can now make media and share it with a vast number of users via platforms. This widening of reach is known as “Owned Media.” When utilized effectively, Owned media can be one of the most powerful marketing tools a company can use.
However, the ease at the ease with which content can be created and shared can also lead to problems. Common Internet memes and unauthorised use of songs are examples of the ways that a lack of clear copyright laws can make online media more difficult to manage.
In 2023, if a business produces and distributes its own media to a client list, it could be considered a “media company”. This definition expands beyond traditional media like radio and television to include businesses that produce and promote their own content, like podcasts, YouTube videos and e-books. The aim of a modern media company is to provide their audience with engaging content and to grow the brand’s audience through word-of-mouth and social media promotions. These goals can be accomplished through paid ads through platforms such as PPC, Facebook ads and Google Adwords. However the effective use of social media marketing requires lots of time to be successful.
