The importance of owned platform: Your identity in the digital world
As a marketer in Ogilvy, the leading advertising agency, I realize that the concept of owned platform is sometimes undervalued, and I found that’s an urgent issue needed to be clarified. I will share my reason why in the following sequence:
- What is owned platform
- Why is it important
- How can we start
What is owned platform
Regardless of the numerous definition on the website, I view owned platform as everything you can control. One of the most common examples is a website, and apps, blogs, or your social accounts all belong to the category of your owned platforms.
Owned platform is where you have full control and that represents who you are in the digital world.
Why is it important
I would say owned platforms are important for both Individual and Business. This is the place where you communicate, integrate and optimize the image you want to build in your audiences’ mind, and building that image is the first thing you would need to do to change people’s behavior and motivate them to take actions in the future.
On your owned platforms, you can do the following things:
- Communicate what you want to say that balances with what people want to hear
- Integrate with the latest technologies to enhance the experiences
- Optimize based on the data you collected
How can we start
For marketers, UX designer, advertiser, business owners etc., the good news is we can start to design our digital identity in a very straightforward approach by asking three questions (of course these are not the only questions you need to ask):
- Where to meet your audiences — Platform Strategy
- What to say to your audiences — Content Strategy
- How to interact with your audiences — Experience Strategy
Articles for how we can start will be published shortly… Stay tuned!
