In addition to advertising and email marketing, which are common in various marketing activities, there is an increasing movement to create owned media and build new channels for inquiries.
This time I would like to tell you about such owned media.
Triple Media 1 Owned Media
Owned media is one of the triple media.
Triple media is a representative type of media (media that consumers/users come into contact with when obtaining information via the Internet) and includes “paid media,” “earned media,” and “owned media.”
These ideas are becoming commonplace in this modern age where digital marketing has advanced. Let’s take a look at the characteristics of each.
paid media
Media that companies operate by paying advertising fees and obtaining space for advertising. Yahoo! JAPAN, Nikkei Electronic Edition, and Toyo Keizai Online are some of the famous ones. This definition also includes listing ads that Google displays when searching.
earned media
Information provided by users posting and disseminating information on SNS or specific communities. The transmission of information itself is left to the users and consumers, so unlike paid media, it is extremely difficult to control the information. I think this media is very valuable for users and consumers because it allows them to learn about what’s going on in the world and comments from a third-party perspective.
owned media
There are various definitions, but broadly speaking, it refers to a website (information media) owned by a company. Some companies build websites and EC sites for each service or brand. It often refers to media similar to paid media, where a company owns a number of pieces of content (interview articles, interviews with celebrities, etc.) on a certain theme for its customers, and makes them read it.
How to create owned media
Although it is often perceived as difficult to understand, it is actually not that difficult. Simply put, if you have a website that posts information about your company or information related to your company within your control, that is owned media.
The methods for building a website, such as domain acquisition and server settings, will vary depending on the content of the site you want, but if it is small and simple, even an individual can create it.
However, depending on the scale and content, it may be better to outsource the work to a specialized company. Especially in the case of companies that own products and services for BtoB, there are probably not many companies that are building owned media that can be done by individuals.
This is because by entrusting operations to individuals, there is a high risk that if strange or incorrect information is disseminated, the company’s value will be damaged as a result. I think that’s why people tend to think that it’s difficult to get into.
Summary (Summary)
◆Owned media is one of triple media (paid media, earned media, owned media)
◆Owned media is media that provides information about your company’s products and services, or information similar to it, under your own control. Although the construction itself is not that difficult, many companies find it difficult to enter the BtoB field because a certain level of quality is required.