[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