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shermin sathi
Apr 07, 2022
In Authors Forum
Because it's not owned media at all. Email is like a pet dog. It doesn't just behave because you "Own" it. If you think of email marketing as owned media, chances are you're struggling. Maybe you don't care about outlook messing up your email design. Maybe you curse gmail for not delivering your emails. Maybe you get angry when people who opted in to receive your emails then mark them as spam. Or maybe you cringe at the thought of deleting emails for subscribers who haven't opened your emails in years. After all, they gave you permission. You own these email addresses. It's hard to be successful with email marketing if you think of it like catalogs, direct mail, store signage, and other owned media. While brands create their email content and grow the audience their emails are sent to, they don't control the platform used to distribute that message. Inbox providers company mailing list and email users control the platform. That said, if you've always viewed email marketing as owned media, you can be forgiven. After all, if email isn't owned media, then where does it fit into the paid-own-earned (poe) media model? It doesn't pay, because brands don't pay to reach an audience developed by a third party. And it's not won, because it's the brand that creates the message, not the consumers. The problem is that the poe media model simply cannot scale across all digital marketing channels. While he's done a good job describing traditional media, he can't account for most digital channels, which have generally been clumsily stuffed into the owned media bucket. We need a new language and a new framework to describe the different marketing channel activities to bring greater clarity to the marketing mix. The pogle media model three characteristics describe the channel activities available to us today: who creates the content who developed the audience who controls the platform it is this third characteristic that requires most digital channels to be separated from the category
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shermin sathi

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