< Seminar Report> [Osaka] Yahoo! JAPAN representative takes the stage! Stay up to date with the latest trends! Seminar on Improving Site Customer Attraction by Utilizing Triple Media

In the first part, we explained the effectiveness of content marketing and the points to keep in mind about attracting customers using "advertisements".

In the introductory section, we will introduce the changes in the online advertisement market and user behavior in recent years.
In today's world where the amount of media and information is rapidly increasing, the rate at which users receive (or pass through) information is increasing, and he touched on the current situation where users are most dissatisfied with the "gap between the information they are looking for" and the "gap between what they are looking for" and the current situation.

Next, we introduced the key points and specific methods of content marketing that are effective in such situations. The main points are summarized as follows.

• Content: Creating "relevant, valuable, and consistent content" is less likely to create gaps for users.
• Purpose: Effective in expanding awareness and fostering customers. Contributes to medium- to long-term purchase and LTV growth.
• Target: It is possible to reach users in "content consumption mode*" that could not be approached by conventional advertising.
  * Content consumption mode: A state in which content such as news articles and videos is viewed one after another.
  Accounts for 20% of internet time (comScore)

Some of the visitors had already started content marketing, but many of the participants had the following worries and anxieties.
"I'm focusing on creating content and I'm not making use of it."
"Even if we spend a lot of money and effort to make it, will it attract people?"

In response to this, we will introduce an example of attracting customers using Yahoo Content Discovery (recommendation ads displayed at the end of articles such as Yahoo News).
By devising creatives such as catches and thumbnails and leads, the ratio of inflow sources is 42.8%, and the unit price of attracting customers is Yahoo! Compared to the display network, it was reduced to 1/3, and the power of content marketing utilization was reaffirmed.

In the second part,
I don't know how to operate owned media.
I don't know how to use Google Analytics.
For those who like this, we explained how to improve your company's site using Google Analytics at a practical level.
The project proceeded according to the flow of operations⇒ which were "setting KPIs⇒ creating an accurate measurement environment⇒ reporting⇒ analysis, and improvement measures."

In the first half, he explained the role of owned media and the key points for setting KPIs (goals) in line with it.
In particular, with regard to KPIs, if measures are implemented without being set, it will not be possible to judge the quality of the results or the factors later, and it will not lead to further improvements.
As a point of setting KPIs, we recommended that you break them down into indicators (microconversions) that are directly linked to sales, such as downloading materials and acquiring inquiries, rather than setting sales goals in a single step.

Next, I will explain how to set KPIs and analysis environments using the Google Analytics screen.
In many cases, companies that are not actually using the system have stopped in a state where they cannot obtain accurate figures because the initial settings have not been completed correctly.
I focused on the main points, but I saw many participants eagerly taking notes.

In addition, with the case of EC-Growth-Lab (our own site), we explained the analysis method on Google Analytics, and explained it in a practical way along the flow of "Where did the user come from, which article did they see, and how much did they convert?"
In the process, he also touched on the application functions of Google Analytics, and concluded the second part by introducing ready-to-use methods such as content analysis methods using goal setting and visualization techniques using scatter plots.

In the first half, we will explain the latest SNS trends and the characteristics of each media.
While mentioning that domestic SNS users and monthly active users have been steadily increasing, he covered major SNS such as Facebook, Twitter, LINE, and Instagram, and explained the characteristics of each media and how to use them properly.
In addition, I told you that it is important to clearly define the purpose of use at the beginning, not only for the use of SNS, but also for selecting a medium that fits that purpose and target.

Here are some examples of common problems when operating your company's SNS, such as "work is concentrated on one person in charge" and "the timing of transmission is different".
There are many cases where the role is concentrated on one person and high-quality communication is not sustained. While managing man-hours and people in charge, it is important to build a system that nurtures SNS as a company.
Regarding the timing of transmission, we recommended that the day, time of day, and frequency be determined in advance, such as "9:00 AM every day," and that the transmission should be efficiently delivered to the user.

In the second half, we will explain how to use SNS immediately and practically.
Using the case of our client (a second-hand apparel brand), we introduced posts by store staff and O2O success stories.
Another thing that users face when they operate for a long time is "boredom". As a way to get out of a rut, we introduced the use of free SNS-specific functions such as coupon distribution and voting, and concluded the seminar.