media strategy comprises of the following elements, content, community, and context (Bonchek, 2014). By content it means the ways or channels to be used to reach out to the audience. As noted above the channels used in owned media are websites, catalog, and newsletters. It is worth noting that social media is not owned as some people would put it. Community in owned media explains the connections or relations customers have with each other. These relationships can be provided through virtual communities and social networks as well as through in-person gatherings. Owned media strategy offers a lot of benefits to companies if used professionally. Some of the benefits include offering total control over the channels as well as the context in those channels. It is also cost-effective as compared to the other two strategies, and they are versatile as they enable companies to post a variety of content. The only drawback with this strategy is that it takes more time to scale and it offers no guarantee since consumers do not always regard the websites or newsletters as credible channels (Rae, 2002). Marketers should,
