In recent years, along with the widespread development and spread of the media, customer needs have diversified, and various methods of appealing through advertisements are required.
Among them, what is attracting attention these days is a unique media strategy called “owned media.”
In recent years, along with the widespread development and spread of the media, customer needs have diversified, and various methods of appealing through advertisements are required.
Among them, what is attracting attention these days is a unique media strategy called “owned media.”
What has owned media?
“Owned” is the English word for “owned by yourself.” In other words, “owned media” is “media owned by the company”. This is a media method that is opposed to “paid media,” which is an appealing method that generates payments for PPC advertisements and banner advertisements, and “earned media,” which is an appealing method using SNS to gain credit.
In marketing using OM, we mainly use websites and blogs to promote our products. Since paid media and earned media are subject to certain restrictions such as budget, ad space, and standard formats, marketing using them may not be enough to appeal to the appeal of the product. It is the role of OM to complement that and integrate the content of the appeal.
Benefits of owned media
First of all, owned media is owned by the company, so it has the advantage of being free from the various restrictions and burdens of paid media and earned media. In particular, by making it a long-term asset, it is possible to secure sufficient advertisement exposure time and cut the cost of advertisements, which is the greatest merit of owned media.
In addition, owning advertising media and deploying it in-house also contributes to gaining the trust of customers. Use owned media because presenting sufficient information to get the customer’s consent and clarifying the responsibility for the product are major factors in deciding whether the customer will purchase the product. Doing this will increase your motivation to purchase products.
Why owned media is sought after
Until now, paid media and earned media have been the mainstays of advertising because it takes careful planning and reasonable costs to build owned media. However, due to the diversification of information in recent years, it is no longer possible to expect an effect that can differentiate from other companies with both paid and owned media, and especially in paid media, SEO measures are accompanied by sufficient content in the article. Because of the demand, there is not much difference from owned media in terms of burden. As a result, there is a growing tendency that “if you want to spend money, you should appeal without restrictions with content that responds immediately to your company’s products,” and owned media is now required.
What is engagement?
“Engagement” means “bond”. When used from an advertising media marketing perspective, it is a term that refers to strengthening the connection between a company and a customer by attracting the customer’s interest.
Building engagement is the biggest marketing goal. In other words, owned media, which is easy to gain the trust of customers, is the easiest marketing method to build engagement in the current situation. At present, the attitude of building engagement with customers as well as the appeal of advertising must be the most important factor in selling products, and owned media marketing can be said to be a media strategy that fits that trend.
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