Fast Marketing announced the results of its “Survey on the Status of BtoB Owned Media” on August 4, 2020.
The survey period is from July 28, 2020 to August 2, 2020. We received responses from 94 men and women in their 20s to 50s who said their current job title was in charge of BtoB marketing. This clarified what BtoB marketers expect from owned media and the outsourcing costs.
Reference source: What do companies expect most from owned media operations? BtoB owned media survey
More than 30% expect to “improve presence on SNS” and “contribute to sales”
In BtoB marketing, where it is difficult to have real-life contact with prospective customers such as at exhibitions and seminars, and where the digital shift is accelerating, many companies are likely to be working on owned media. First, when asked about “what they expect from owned media and blogs,” the most common response was “improved presence on SNS” at 35.9%.
Compared to listings and display advertising, BtoB SNS marketing approaches a group of potential customers at a much earlier stage. In addition, you can expect to have an effect by disseminating your highly specialized niche fields and being recognized by users on SNS as an opinion leader in the industry. We could see the intentions of companies wanting to strengthen their presence on SNS, including their own branding.
This was followed by “Sales Contribution” at 33.3% and “Customer Success” at 30.8%.
Reference:
https://www..co.jp/mk/column/3406
Owned media outsourcing costs tend to be polarized
Next, when asked about the “average monthly outsourcing costs for owned media and blogs,” the most common response (36.36%) was “50,000 to 300,000 yen”. Combined with 22.73% of companies spending “less than 50,000 yen,” it was revealed that approximately 60% of companies spend “less than 300,000 yen” on outsourcing costs per month. On the other hand, 22.73% of respondents answered “more than 1 million yen”, indicating a polarization regarding outsourcing costs.
The cost of operating owned media varies greatly depending on whether it is outsourced or in-house. If you don’t have IT or web knowledge, it would be more efficient to outsource everything, but if you have in-house personnel with knowledge and skills who can operate it to some extent, you can narrow down the scope of outsourcing depending on their level and leave the rest. Costs can be optimized by in-house production. It seems that each company uses its in-house know-how, resources, and budget to decide between outsourcing and in-house production that is best suited for it.
Reference:
https://www..co.jp/mk/column/10612
As a result of the survey, we found that BtoB marketers expect not only to contribute to sales but also to brand their own companies through owned media, and that in terms of operations, they are choosing between outsourcing and in-house production depending on their company’s situation. . This data can be used as reference material for BtoB marketers who are considering starting and operating owned media, and as comparative material for reviewing current operational objectives and costs for BtoB marketers who are already operating owned media. I would like you to take advantage of it.
Reference source: What do companies expect most from owned media operations? BtoB owned media survey