[Survey Report] 80% of Companies Wish to In-house Their Marketing

We conducted a survey on the actual status of marketing in-house efforts targeting existing clients.

As a result, 80% of respondent companies answered that they "want to in-house as soon as possible" or "want to in-house eventually."

This survey investigated the intention to in-house marketing activities across the board, including not only web marketing but also SNS management, advertising operations, recruitment marketing, and offline measures.

[Survey Results Summary]

80% of companies want to in-house marketing

80% of companies answered that they "want to in-house as soon as possible" or "want to in-house eventually."

Regardless of company size, the following intentions were observed:

- Want to accumulate know-how in-house - Want to break away from outsourcing dependency - Want to execute measures quickly - Want to optimize marketing costs

[Background: Growing Demand for Marketing In-house]

In recent years, many companies have increasingly been implementing:

- Website management - Advertising operations - SNS management - Recruitment PR - LINE management - MEO measures - Offline measures such as exhibitions and events

On the other hand, challenges such as:

- Managing multiple outsourcing partners - Lack of coordination between measures - Know-how not remaining in-house - No person in charge, hindering improvement

are also increasing.

As a result, companies are increasingly interested in "building a system that can achieve results while operating in-house."

[BOTANICO's Perspective]

From this survey, it is clear that companies are looking for not just operational outsourcing but:

- Know-how transfer - Systematization - Human resource development - Building an operational system

Moreover, the scope of in-house targets extends beyond SNS to:

- Websites - Advertising - Recruitment activities - Offline customer acquisition

and the need to comprehensively manage overall marketing is increasing.

Going forward, it is not a question of "outsource or in-house," but rather "whether to build a self-sustaining system with support from external partners."

[Survey Overview]

- Survey period: May 1, 2026 - May 31, 2026 - Survey organization: BOTANICO Co., Ltd. - Survey subjects: Existing clients of BOTANICO Co., Ltd. - Valid responses: 30 - Survey method: Questionnaire survey to existing clients - Aggregation method: Calculated as the ratio of respondents who answered "want to in-house as soon as possible" or "want to in-house eventually" - Survey items: Usage status and intention to in-house regarding overall marketing activities related to customer acquisition and recruitment