Owned Media

The world is rapidly evolving, and most organizations are adopting digital marketing to increase market share and revenue. There are various media, such as paid, earned, and owned. However, owned media is crucial to the success of an organization as it involves creating media content and controlling it to meet desired goals. Examples include social media pages, blogs, websites, or emails. Having quality and effective owned media is crucial as it helps exercise creativity and control over the posted content, engage with the target audience, establish healthy relationships with customers, and promote the organization's products (Colicev et al., 2018). Hence, quality-owned media is crucial for enhancing the organization's brand and performance.

The brief gives details of the government of South Australia (SA) tourism department objectives, strategic priorities, marketing priority, and primary target market. Although the website provides crucial details such as target market, priorities, and objectives, it does not meet an owned media's high-quality standard and effectiveness. Most brands focus on enhancing content marketing using owned media sites to engage and attract potential clients. In brief, the site does not include details of the various product lines and does not market its products (Sciarrino et al., 2019). Rather it focuses on detailing its objectives and purpose. Thus, a few adjustments should be made to make it more appealing, detailed, and communicative to potential customers.

Some of the recommendations to enhance the quality of the website information include providing high-value content, highlighting organization resources and experts, amplify the message. The website should  provide  high value content addressing the needs or questions of the consumer such as the products offered, pricing, among others and hence, it should increase customer awareness (Xie et al., 2018). Consumers take time to read content that adds value and answers their questions. In addition,the website should have specific goals on what the content should achieve and hence the content should appear mostly to the interstate and international markets as they are the target niche. Also,  the content created should be engaging,  appealing and informative. The owned medias  should encourage clients to give their views and complaints to help enhancing it's products and services to enhance customer experience. In this case, it could promote the tourism value. Lastly, the  website's content could be shared  on other social media platforms to increase coverage and enhance performance to attain the $12.8 billion by 2030 and the 16000 employment creation (Thornhill et al., 2017). Thus, creating digital content involves proper planning, investigation, and articulation to create high-quality, engaging, and effective content that addresses customer needs and is appealing to attract potential clients.

Quality-owned media is crucial for enhancing the organization's brand and performance. This is because it helps exercise creativity and control, engage with the target audience, establish healthy customer relationships, and promote the organization's products. Thus, the content should include the organization's resources, experts, goals, objectives, and priorities. High-quality owned media content should be properly planned, investigative, and articulate.

Bibliography

Colicev, A. et al. (2018) “Improving consumer mindset metrics and shareholder value through social media: The different roles of owned and earned media,” Journal of Marketing, 82(1), pp. 37–56. Available at: https://doi.org/10.1509/jm.16.0055.

Sciarrino, J.A. et al. (2019) “Customer journey modelling: An integrated approach to quantify the importance, contribution and efficiency of paid, owned and earned media,” Handbook of Advances in Marketing in an Era of Disruptions: Essays in Honour of Jagdish N. Sheth, pp. 176–186. Available at: https://doi.org/10.4135/9789353287733.n16.

Thornhill, M., Xie, K. and Lee, Y.J. (2017) “Social media advertising in a competitive market,” Journal of Hospitality and Tourism Technology, 8(1), pp. 87–100. Available at: https://doi.org/10.1108/jhtt-10-2016-0068.

Xie, Q., Neill, M.S. and Schauster, E. (2018) “Paid, earned, shared and owned media from the perspective of advertising and public relations agencies: Comparing China and the United States,” International Journal of Strategic Communication, 12(2), pp. 160–179. Available at: https://doi.org/10.1080/1553118x.2018.1426002.