A01 chaf6542 06 se fm indd

3 

Owned media. This is media owned by the brand. Online, this includes a company’s own 

websites, blogs, email list, mobile apps or their social presence on Facebook, LinkedIn or 

Twitter. Offline, owned media may include brochures or retail stores. It’s useful to think of 

a company’s own presence as media in the sense that they are an alternative investment to 

other media and they offer opportunities to promote products using similar ad or editorial 

formats to other media. It emphasises the need for all organisations to become multichan-

nel publishers.

M01_CHAF6542_06_SE_C01.indd   19

7/23/14   11:07 AM

---

20

Part 1  Introduction

Figure 1.7

The three main options for online media investment

Advertising

Paid search

Display ads

Affiliate marketing

Digital signage