Owned media refers to websites (information media) owned by your company. In English, it is written as “Owned Media,” and it is a combination of “owned,” which means “to own,” and “media,” which means “medium.”
Owned media allows you to gather potential customers by disseminating detailed and related information about your products and services, so many companies are introducing it as a marketing method and focusing on it.
Advantages and disadvantages of owned media
The following are five benefits of owned media.
1. You can control it yourself
Unlike
paid media
, where you can only post advertisements within a set range, owned media allows you to disseminate information with any layout and update frequency, without restrictions on content or number of characters. There are fewer processes such as management and coordination, and you can appeal to prospective customers with a sense of speed.
2. Low cost
The costs associated with owned media are basically just the initial costs of server management, design costs, and post-operation content production costs, so you can keep costs down and aim to acquire potential customers.
3. You can acquire prospective customers semi-permanently.
Once you create content, it will remain on the web semi-permanently unless you delete it yourself. Therefore, it is possible to attract customers over the medium to long term.
4. Potential customer behavior data is accumulated
By installing access analysis
tags
on owned media, various behavioral data of visitors will be accumulated. This behavioral data can be used to create new content.
5. Acquire potential customers all at once
Because owned media is
online
media, it can be visited not only by people in Japan but also by people all over the world. Since there are more points of contact with potential customers than offline, you can aim to acquire more potential customers.
On the other hand, the disadvantages of owned media include the fact that it takes time to generate profits because it does not attract users in the early stages of startup, and that it must be operated continuously in order to retain potential customers. .
In
content marketing
, it is extremely important to consider how to utilize not only owned media but also
triple media
, including paid media, owned
media, and earned media
when considering marketing strategies.
Reference article
New arrival
basic
practice
