It's already been two weeks since April began.
Some of you may have changed jobs, transferred positions, or graduated from university and become web managers this April.
In this column, I'd like to discuss the topic of "owned media," which has become increasingly common over the past few years.
Late March and April are peak times for many companies to launch site redesigns or open new major sites. Our own company, for instance, underwent its first redesign in three years on March 27th. Web trends move incredibly fast, so most companies redesign every 3 to 5 years. But even with rapid trends, I believe the fundamental principles surprisingly remain unchanged. In this series, I want to discuss both these enduring principles and the changes driven by technology.
Now, over the next few installments, I'll be writing a series titled "Owned Media." But what exactly is owned media?
While interpretations vary, taking it literally, Owned Media means media owned by a company or organization. This applies both online and offline. Online examples include corporate websites, brand sites, product sites, e-commerce sites, and even temporary campaign sites. Offline examples encompass physical stores, call centers, internal newsletters, and even the employees themselves. This series will primarily focus on online owned media, specifically "owned media designed with the conscious goal of building medium-to-long-term relationships with customers."
What is required of owned media?
When we talk about "owned media focused on building medium-to-long-term relationships with customers," think of representative examples like corporate websites, member sites, brand sites, product/e-commerce sites, etc. These are media that exist as long as the company or brand does, and they cannot function without a perspective focused on building good relationships with site users, including customers, over the medium to long term. So, what is required of such media?
If I had to distill it down to one ultimate word, I'd say it boils down to the somewhat clichéd term "hospitality."
In the web world, various technologies and services emerge and fade away. Corporate managers will agonize over whether to adopt them. However, in the realm of owned media, what should be adopted are "technologies and services that return convenience and comfort to the user." We must never forget to think from the user's perspective first.
I wrote that owned media is "media owned by (companies or organizations)." In the offline world, stores are a prime example of owned media. Using stores as an analogy makes the true meaning of "omotenashi" easier to grasp. Yes, owned media is the store itself.
To understand owned media physically, look at it through the lens of "hospitality"
For example, wouldn't you find the following experiences in a store a bit unpleasant?
1. Few people find cluttered offices or shops comfortable, right? ( Though some businesses do market that as a selling point.)
2.What if the restroom location was hard to find?
3.What if the price tags were written in tiny, illegible handwriting?
4.What if catalogs were disorganized and haphazardly displayed?
5.What if every single product had flashy POP displays, making it impossible to tell which items were actually the featured products?
6.What if you've visited and purchased multiple times, but the staff never remembered your likes or dislikes?
7.What if seasonal items weren't displayed? Or if they only recommended seasonal limited-time or promotional items?
8.What if the store itself is great, but there are too few staff members to even acknowledge you? Or conversely, too many staff making you feel uncomfortable?
This might seem like an ordinary perspective, but to physically understand owned media, the best approach is to view it through the lens of "hospitality." First, try becoming the "most demanding customer." Then, make an effort to articulate those frustrations.
Let's replace the "hospitality" elements from the earlier store example with "hospitality" elements for owned media.
1.Is the store's product selection sufficient? = Content
The ratio of basic content to original content, and the presence of killer content compared to competitors.
2.Is the store's layout design (like restroom placement) user-friendly? = Information Architecture
First, is it highly searchable and easy to reach information? And is it designed to spark further interest on the landing page, encouraging users to explore related content?
3.Is the store design compromised by excessive POP displays? = Design
Does it express the company's unique character and identity? Is the homepage or category top overloaded with elements? Is the design responsive across multiple devices?
4.Are products organized and arranged clearly? = Usability
Is navigation, area layout, and labeling designed for ease of use? Is consistency maintained?
5.Are price tags easy to read? = Accessibility
Is the design structured so that people with disabilities and the elderly can properly obtain information? Is compliance with JIS standards decided considering construction and operational load?
6.Does it remember preferences and clearly communicate recommendations (customer service)? = Personalization
Does the My Page properly display personalized information and provide incentives for use? Furthermore, does it serve content tailored to the preferences of returning customers, and is a foundational private DMP (Data Management Platform) implemented?
7.Are seasonal products and other recommendations displayed effectively? = Presentation
Are items presented within an effective context? Is the presentation memorable (e.g., using video)?
8.Is the store operated with an appropriate number of staff? = Operational Aspects
Is a CMS with appropriate functionality and pricing tier implemented to streamline updates and centrally manage digital assets? Are these systems actually functioning, enabling site operation with the right staffing levels? Furthermore, is the CMS being effectively leveraged to enhance customer experience quality? Has consideration been given to implementing CXM (Customer Experience Management) to deliver user experiences beyond what a standard CMS can achieve?
How did your company's site fare? When viewed as a store, was it one you'd want to visit? Did you find yourself struggling with some of the points listed above?
These "hospitality" elements in owned media include aspects that have persisted since the advent of websites, as well as others that have only recently reached a level of precision achievable through modern technology.
In this series, I aim to explain the "hospitality" elements in owned media as clearly as possible.
Personally, I believe the owned media industry is reaching a major turning point from last year to this year. I predict a major shift away from static, "design-focused" sites. Driven by technological changes and cost reductions, the trend will swing strongly toward dynamically serving tailored content. Furthermore, the data gained from this will be increasingly leveraged not just for site improvements but also for digital marketing strategies. However, even in this new era, the quality of design and structure—long emphasized—should not be neglected. In fact, I believe it will become even more crucial.
The next post is scheduled for before Golden Week.
While enjoying a long break is great, it's also a chance to study (lol).
So, next time I'd like to write about "How to Study Owned Media."
I'll also introduce study methods perfect even for those thinking, "I'm going to play hard during Golden Week!" So stay tuned♪
A Few Things I Know About Owned Media [1/4]
