広告
公開日:2016.01.27

今さら聞けないインターネット広告とは?Part②


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エックスラボの藤です。

前回、今さら聞けないインターネット広告とは?と言う記事を書きましたが、今回はその続きです。昔はメディアというと、TVやラジオ、雑誌等のマスメディアを指していました。自社メディアと言うと、会報誌やDMなども含まれます。しかし現代はソーシャルメディアの広がりを含め、個人がブログやSNSをはじめとしたメディアを持つ時代になりました。それを私たち起業家はどうビジネスに活かしたら良いでしょうか?まずはどんなインターネットメディアがあるのか整理してみましょう。

【ペイドメディア(PaidMedia)】・・・購入するメディア

広告費を支払い、関心や認知を広げるために広告の掲載を行なうメディア。WEB広告全般を指しますが、TVや雑誌などのメディアも支払いが生じますので、ペイドメディアと言われています。

 

【オウンドメディア(OwndMedia)】・・・所有する自社のメディア

WEBサイトやキャンペーンサイト、メールマガジンや会報誌、DMなど比較的コントロールの効くメディア。第三者の審査なども無く、自社のハンドリング上にあるメディアの事。

 

【アーンドメディア(EarnedMedia)】・・・共感を得るためのメディア

ユーザーの口コミや信用などを得るためのメディアの事で、ソーシャルメディアや口コミサイトなどのCGMを指します。口コミなどでファンを形成し、商品の認知アップや商品売上げに効果が期待されています。

そして、これら3つのメディアを総称して「トリプルメディア」と言われています。

一般的な流れは、ペイドメディアでユーザーを獲得し、オウンドメディアやアーンドメディアへユーザーを誘導し、そこで顧客化やファン化を図ります。トリプルメディアマーケティングでは、これら3つのメディアの役割りを理解した上で連携し、ユーザーからファン化、そして顧客化へと繋げていかなければなりません

ペイドメディアは訴求が早く、すぐにユーザーを集められますが費用が掛かります。オウンドメディアは効果が遅いですが、自社でコントロールのしやすい使い勝手の良いメディアです。アーンドメディアは一般の方からの情報なので、情報に信頼性が高く、購入に繋がりやすいです。

それぞれに長所・短所がありますので、補完関係にあると思って頂いたほうが良いかもしれません。

集客には「時間をかける」「お金をかける」「時間もお金もかける」という選択肢しかありませんが、上記のトリプルメディア論ではその全てが含まれます。

現代ではソーシャルメディアの急激な台等により、各企業も対応が急務となっています。ユーザーが商品やブランドを認知し、体験・体感し、継続的なコミュニケーションを取った上で、顧客化し、リピートすると言う流れを仕組みにしなければいけません。

情報と接する頻度が増えた現代では、常に消費者(ユーザー)を起点としたコミュニケーション設計が求められる時代です。

各インターネットメディアの特性を理解し、ビジネス設計を行いましょう。

きっとあなたのビジネスで全てのメディアが補完関係になっていて、インターネットメディアを活用すればもの凄いパワーが有ることに気付くはずです。

 

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執筆者:藤 勝行 (http://xlab.co.jp)

4年間経営した会社を倒産後、再度起業したインターネット広告代理店(エックスラボ)を3期目で年商約10億円グループにまで成長させる。集客をしたい中小企業の経営者や大手企業の担当者、同業他社までも参加するセミナーを開催する起業家。広告マン兼マーケッター。

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