Companies are focusing on “owned media,” such as their own websites and blogs, as a medium for their own communication. Unlike traditional advertising creatives, the feature is that companies can take the lead and control the information they want to promote. This measure holds promise for companies’ “branding” and “reducing advertising costs,” which have been issues up until now.
However, a survey of B to B marketers revealed that some have stopped using their own media or are experiencing operational challenges.
Now that the spread of smartphones has increased the amount of content that can build direct relationships with users, is owned media actually becoming a useful medium for companies? Analyze the issues faced by company managers in managing their own media.
Reference source:
Owned media survey conducted by 142 BtoB marketers
Owned media/percentage operated by B to B companies
Source:
Owned media survey conducted by 142 BtoB marketers
According to the survey results, approximately 40% of B to B companies currently operate their own media, and more than 60% of companies considering doing so are actively planning to operate their own media. On the other hand, more than 9% of companies have suspended operations for some reason.
Suspension and continuation/operation status of each company
Source:
Owned media survey conducted by 142 BtoB marketers
As you can see in the chart above, it was found that approximately 80% of companies stopped using their own media within two years after starting owned media. It appears that the company will decide whether to continue operating as a company for about one to two years. On the other hand, more than 30% of companies that have been in business for five years or more.
Company representatives cited “lack of article materials and content,” “lack of full-time staff,” and “lack of cost-effectiveness” to continue operations as reasons for suspending owned media. It seems that many people in charge felt that it was not paying off when measuring its effectiveness after it was created.
How long did it take for the media to be effective, and were they able to feel the effects? The responses from each company are below.
Is a long-term effort necessary?
Source:
Owned media survey conducted by 142 BtoB marketers
Among the responses of companies that are still in operation, the largest number of respondents said it took more than a year before they actually felt the effects, followed by companies that said it took six months to less than a year, and companies that said it took more than two years. There are as many as 10%. From this result, it can be said that it is difficult to expect immediate results from owned media. By continuing to operate the system over a long period of time, the possibility of cost-effectiveness gradually becomes apparent.
“Differences” by owned media personnel
Source:
Owned media survey conducted by 142 BtoB marketers
Owned media policies differ depending on each company and person in charge. Of particular note is the result of a survey asking whether people felt that new articles were needed in owned media.
From the left in the diagram above, the arrangement is “persons in charge of operations that have ceased,” “persons in charge of operations that are currently in operation,” and “persons in charge of operations scheduled to continue in the future.” Let’s look at the answers from left to right.
You can see that the percentage of people who think new information is necessary when publishing owned media is decreasing. The more people in charge of companies that have decided that they can’t or won’t continue their own media and have stopped it, the more they feel that “new information” is needed for their own media, and the more companies that are still continuing it or plan to continue with it in the future are the more likely they are to have new articles and information. They are not particular about publishing information.
What companies still operating today actually feel
Source:
Owned media survey conducted by 142 BtoB marketers
As you can see in the diagram above, companies seem to be looking to their own media to gain “recognition” and “leads.” Although the numbers are lower than expected, it can be seen that some effects have been achieved. It is also important to note that the results are felt in ways that are different from the original purpose, such as improving company culture and improving internal skills.
summary
It was found that owned media is still being used by more than 60% of companies in B to B business. There seem to be many challenges to achieving the desired results in order to obtain the desired “recognition” and “leads”. The key seems to be to take a long-term perspective and not expect immediate results. If we can clarify the “materials and quantity of articles” revealed by this survey, the “issues” perceived by those in charge and the “quality of the media itself” will be improved at the same time, and we will be able to get closer to the naturally expected results. I wonder if there isn’t.
Reference source:
Owned media survey conducted by 142 BtoB marketers