Content marketing
, which disseminates content that is valuable to consumers, cultivates user needs, encourages purchasing behavior, and establishes them as fans, is now indispensable for corporate marketing strategies.
This time, I would like to look at some of the market sizes surrounding content marketing and explore future trends.
Related materials:
Market size and future trends surrounding content marketing
When considering the market size and future trends for content marketing in
owned media
, several markets surrounding content marketing can be helpful.
When a company operates owned media, it may consider outsourcing production orders and
SEO
measures for owned media.
In other words, by looking at trends in the software industry and Internet-related services industry, we can understand the market size and future trends in content marketing.
Furthermore, it may be possible to predict future trends in content marketing by looking at the trends in Internet advertising expenses, which are a companion to content marketing.
There are also cases where SNS and video advertisements are used as a means of marketing.
Trends in the software industry and Internet-related services industry
According to the 2018 Information and Communications Industry Basic Survey compiled by the Ministry of Economy, Trade and Industry and the Ministry of Internal Affairs and Communications, the software industry’s sales in 2017 were 15.4 trillion yen, and the Internet-related services industry’s sales were 3 trillion yen. It was.
Looking at the “Tertiary Industry Activity Index” published by the Ministry of Industry and Economy, which shows the magnitude of trends in tertiary industry activities, if we consider 2010 as 100, the content of Internet-related services industry Distribution business continued to rise from 120.4 in 2011 to 137.3 in 2012, and reached 189.8 in 2018. In addition, site management business continued to rise from 105.1 in 2011 to 109.9 in 2012, and reached 177.3 in 2018.
Based on trends in the software industry and Internet-related services industry, the market size of content marketing is large and is predicted to continue expanding in the future.
Trends in Internet advertising expenses
If you think about it from the perspective of advertising expenses, Internet advertising expenses are the driving force behind total advertising expenses.
It is predicted that the Internet advertising market will continue to expand.
By device, it can be seen that smartphones are expanding compared to PCs, and the trend is proportional to the spread of smartphones among users.
Programmatic advertising such as search advertising,
ad networks
, DSP, in-feed advertising, and video advertising is expanding, and among these, video advertising is expanding the most.
Market size and future trends of marketing using influencers (SNS)
In recent years, we have often seen media coverage of companies implementing marketing using influencers.
SNS that companies use for influencer marketing include Instagram, Youtube, and Facebook.
The purpose of companies using influencers for marketing is to spread information about the company, products, and services and make them popular, to increase branding and company recognition, and to help users better understand the products and services proposed by the company. Maybe it’s to get something.
As for future trends, it is predicted that users’ use of SNS will further progress, that the power of individual consumers to communicate will further strengthen, and that the marketing market that utilizes influential influencers will expand.
Problems when companies introduce influencer marketing include how to select influencers that are suitable for the company, the effects after implementation are unknown, and how to measure the effects after implementation. Probably.
It is predicted that the need to select influencers and measure the effectiveness of influencer marketing will increase in the future.
Video advertising market size and future trends
The video advertising market, which utilizes YouTube and other sites, is a market that has expanded in recent years.
The video advertising market has been expanding year by year, and there have been many cases where companies have actively adopted and experimented with video advertising on video media and SNS.
What is noteworthy is that mobile video advertising on smartphones and other devices has risen to nearly 90% of all video advertising and is driving the video advertising market.
Looking at future trends, the domestic video advertising market is expected to grow even larger.
With the spread of 5G, it is expected that users will increasingly use mobile devices such as smartphones to watch video content.
For businesses, there will be an increasing need to choose video advertising.
summary
◆ When considering the market size and future trends of content marketing in owned media, it is helpful to look at several markets surrounding content marketing.
◆ Content marketing is expected to expand the market as a measure to increase the effect of inflow to owned media by creating content that satisfies users’ search intentions.
◆ As for future trends, it is predicted that the use of SNS by users will further progress, the ability of individual consumers to communicate will further strengthen, and the marketing market that utilizes influential influencers will expand.
◆ It is predicted that the need to select video ads will increase.