ABSTRACT
This chapter discusses some of the e-marketing media channels that are fully or partially controlled by the organizations who create the lion's share of the multimedia content. The marketers combine many of the tools for increased e-marketing effectiveness, such as when an advertisement carries a sales promotion discount offer or link to a public relations content. Beal has been quite successful with his Marketing Pilgrim. com blog, gaining over 3,000 subscribers who follow his fresh commentary on SEO, reputation management, and all things related to e-marketing. Consequently, e-marketers must select the appropriate Integrated marketing communication (IMC) tools, which may vary depending on the desired results. Owned media carry communication messages from the organization to internet users on channels that are owned and, thus, at least partially controlled by, the company. All owned media can be considered content marketing. Marketers can use a variety of metrics to measure owned media performance, depending on the market and the objectives.
