To start using owned media, you need to understand how it differs from web advertising and SNS marketing, such as listings and DSP (a platform created to make it easier for advertisers to distribute ads).
In addition, you must think about what owned media can solve for your company’s marketing issues and approach it strategically. This time, we will introduce the advantages and disadvantages of owned media in order to further understand it.
Advantages of owned media
summarizes the benefits of owned media. There are four advantages, which I will introduce again here.
◆Content becomes an asset
Paid media such as web advertising has short-term and immediate effects, but web advertising itself is consumed and does not remain as an asset.
In contrast, owned media can be expected to have long-term and continuous effects, and the content you create will be accumulated on the site and become your company’s assets.
In addition, the content you create can be used not only for owned media, but also for e-mail newsletter distribution, lead acquisition through downloadable materials, and sales materials during business negotiations.
◆Can reduce advertising budget
Creating owned media content with your own resources costs virtually nothing and reduces your advertising budget.
Also, depending on how much you have spent on advertising up to that point, even if you outsource content creation, you may be able to reduce your advertising budget as a result.
◆Able to do strategic marketing
You can provide content to set targets and conduct strategic marketing while using the PDCA cycle.
Through owned media, we provide the content that the target needs in each phase of the purchasing process, from recognition and interest to information gathering, comparative consideration, and inquiries and requests for materials, ultimately leading to actions such as inquiries and requests for materials. You can.
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◆Improving customer engagement
In addition to communicating with users who can become potential customers and increasing your company’s engagement (strength of attachment, interest, and interest), it is also a measure to increase the engagement of existing customers.
Disadvantages of owned media
What are the disadvantages of owned media? Please take a look at the benefits as well.
◆Initial cost/running cost
When starting an owned media business, there are initial costs for building a website, such as acquiring a domain and setting up a server.
In addition, since owned media does not end with startup, it is assumed that it will be operated continuously, so running costs such as server usage will be incurred. If you outsource content production, there are additional costs involved.
◆SEO knowledge required
When it comes to content creation, you don’t just need to create it; you need knowledge of SEO, such as keyword selection and internal strategies, in order to rank high in search results.
◆It takes a certain period of time for the effect to appear
SEO effects are not instantaneous, so it may take several months to several years for results such as increased access to become visible.
In fact, in the few months since I started posting columns on this site, I haven’t seen any major changes.
However, the number of accesses increased dramatically after six months, when about a few dozen pieces of content had been accumulated, and has been on the rise ever since.
We introduced the advantages and disadvantages of owned media. We hope that this will be helpful to those in charge of considering owned media.
summary
◆Advantages of owned media
Content becomes an asset, reducing advertising budgets, implementing strategic marketing, and increasing customer engagement.
◆Disadvantages of owned media
Initial cost/running cost, SEO knowledge required, and it takes a certain period of time to see results