Guide

How to use owned media to boost marketing ROI

Executives learning how to use owned media to boost marketing ROI.

Introduction

Traditionally, marketers have focused on user acquisition and growth and have been willing to pay top dollar to attract new users and drive conversions. Rising customer acquisition costs (CAC) on major ad platforms, privacy changes to how cookies can be used, and increased competition have pushed many businesses to adapt strategies and find new ways to stretch marketing dollars further.

How to adapt to new marketing strategies and find new ways to stretch marketing dollars further.

With CAC outpacing customer lifetime value (LTV) for many businesses, many marketers are shifting their focus to invest in customer loyalty using their owned media channels, like email, SMS, push notifications, social media, and more. Doubling down on your customer engagement strategies across these channels can help your business:

  • Reduce your reliance on third-party data, improving how you collect 
and use zero and first-party data

  • Transition from expensive ads and heightened acquisition costs

  • Provide meaningful, personalized experiences your customers love

  • Reengage past prospects and customers to increase LTV

In this guide, we’ll take a closer look at what an owned channel is, why it’s important, and how your team can use these channels to build exceptional customer experiences that drive conversions.

Table of contents