Owned media channels—like websites, apps, and in-store digital displays—are powerful assets when strategically aligned with the customer journey to maximise their value. By understanding where and how to leverage these assets, businesses can unlock new revenue streams, build stronger partner propositions, and increase the overall financial impact of their media network.

This approach, also known as the ‘inside-out’ marketing model, helps businesses focus on using internal resources to create meaningful experiences that resonate with audiences.

This guide will provide a step-by-step approach to using owned media effectively at each stage of the customer journey, from initial awareness to post-purchase advocacy, using an inside-out strategy that maximises the impact of your brand’s assets.

Identifying Underutilised Assets

Assessing which owned media channels are not being fully leveraged is key to maximising your marketing potential. Often, brands overlook valuable touchpoints, such as in-store screens, customer portals, and email lists.

A few examples of underutilised assets include:

1 – In-store digital screens – Frequently used only for generic branding or promotions, in-store digital screens can increase relevance by displaying personalised offers, loyalty program benefits, or location-specific promotions. These screens can be used to engage customers and drive in-store conversions.

2 – Email subscriber lists – Often limited to broad campaigns, email lists are frequently underutilised for targeted messaging. Implementing segmentation based on behaviour, demographics, or purchase history allows businesses to send more relevant content, increasing engagement and open rates.

3 – Customer portals and dashboards – Typically viewed as functional tools rather than engagement platforms, customer portals are often underleveraged. By incorporating personalised upsells, exclusive offers, or tailored content recommendations, these portals can serve as strategic touchpoints for deeper engagement.

4 – Mobile app push notifications – Many brands use push notifications sparingly or for generic alerts, missing opportunities for impactful communication. Creating behaviour-based notifications—like reminders for abandoned carts or special birthday offers—makes push notifications more relevant and drives app engagement.

5 – Loyalty program platforms – Often treated as static repositories for points and rewards, loyalty platforms lack engagement hooks. Integrating exclusive content, personalised reward suggestions, or member-only experiences can transform these platforms into active marketing channels that boost retention.

6 – Physical assets (e.g., ATMs, kiosks, packaging) – Many physical assets are seen as purely functional, missing chances for brand engagement. Using ATM screens to promote digital services or adding QR codes to packaging for interactive experiences can extend the value of these owned channels.

7 – Customer service touchpoints – Customer service interactions are often seen as problem-solving rather than engagement opportunities. Training call centre staff to suggest relevant offers or using chatbots to recommend services based on customer history can turn these touchpoints into valued connection opportunities.

8 – Websites and product pages – Typically focused on basic product information, these pages are underutilised for customer engagement. Adding interactive tools like ROI calculators, comparison charts, or video content can transform them into conversion-boosting assets.

By identifying and optimising these assets, companies can unlock hidden value and create a more effective, cohesive marketing strategy – from the inside, out.

Adjusting strategies for maximum impact

As these financial metrics reveal insights, it’s essential to continuously refine your approach to maximise owned media value:

1 – Reallocate paid media budgets to high-performing owned channels
Identify owned media channels that are delivering higher ROI and gradually shift budget allocation from underperforming paid channels to these owned assets. For instance, if in-app notifications generate higher conversion rates than social ads, consider reducing social media spend in favour of in-app campaigns.

2 – Refine partner offerings based on performance data
Use partner collaboration data to refine rate cards and pricing models. If certain owned media formats (e.g., loyalty program emails) consistently generate higher revenue, consider introducing premium pricing tiers for these slots.

3 – Incorporate advanced targeting using first-party data
Leverage first-party data to create hyper-targeted campaigns within your owned media channels. If your analytics show that a particular customer segment responds well to specific offers, create custom content or partner promotions tailored specifically to that segment.

4 – Expand leverage to previously overlooked assets
Review your full owned media ecosystem to identify underutilised assets. For example, a banking institution discovered that their branch ATMs were under-leveraged for marketing purposes. By introducing dynamic display advertising, they saved 20% on paid media investment.

By shifting the focus from traditional marketing KPIs to financial metrics, businesses can gain a clearer picture of their owned media’s profitability and make data-driven decisions that contribute directly to the bottom line. This approach also positions owned media as a tangible, high-value asset within the broader marketing strategy, reinforcing its role in driving sustainable growth.

Drive growth from the inside, out

Embracing the inside-out model shifts how businesses approach their media investments and customer engagement. By starting with what’s already within your control—your owned media assets—you can create a strong foundation that both enhances customer experiences and drives business value.

From initial awareness to advocacy, each stage of the customer journey represents a unique opportunity to optimise and monetise owned media channels. When aligned effectively, these assets can generate new revenue streams, reduce reliance on external ad spend, and strengthen brand loyalty. By focusing on measurable financial metrics and refining strategies based on performance data, companies can ensure that their owned media investments are delivering the highest possible returns.

Now is the time to reimagine your owned media potential. Start with a comprehensive audit to identify untapped opportunities, then use these insights to build a cohesive, revenue-driving owned media strategy that delivers impactful results from the inside, out.