Dentsu Growing Opportunities 2014 Spring Dentsu Inc. presents the latest examples of digital utilization

On May 29, Dentsu Inc. held the "Dentsu Growing Opportunities 2014 Spring" seminar at Dentsu Hall in Shiodome, Tokyo. The theme was "Practical Digital Marketing to Move Customers: Challenging the Building of Customer Relationships Beyond Advertising."

Part 1 featured keynote presentations by Yasuharu Sasaki, Deputy Director, and Naoki Mori from Dentsu Inc. Communication Design Center. They presented on new trends in digital solutions and global initiatives. From a creative perspective, Mr. Sasaki emphasized the importance of the "Big Story" in digital solutions. He stated that when marketing a brand, rather than focusing on the "Small Story"—discussing product features or differences—presenting the "Big Story"—the brand's beliefs and raison d'être—encourages users to naturally start their own conversations. This fosters the emergence and expansion of communities in various places, ultimately leading to ripple effects and sales. Furthermore, such communities possess sustainability and can extend beyond advertising into areas like product development. He concluded, "Digital involves many considerations, but as creatives, we want to be involved from the very first step: creating the 'Big Story' together with you." Mr. Mori noted that the Internet of Things (IoT), where everything connects to the internet, will grow rapidly. By 2017, he stated, the number of IoT devices connected to the internet will surpass the total number of PCs, tablets, and smartphones. He highlighted that global companies are undertaking various initiatives in areas like healthcare, housing, and automobiles. He emphasized that open innovation and APIs (Application Programming Interfaces) are key concepts for achieving competitive advantage through IoT. "IoT represents the digitization of things and processes previously unrelated to the internet, digital technology, or technology itself," he explained. "By integrating these into the context of digital and internet business, companies can dramatically enhance their competitive edge." Simultaneously, he stressed that designing and developing UI/UX (User Interface/User Experience) – the touchpoints with digital technology across all domains – will become increasingly crucial.

Part 2 featured eight seminars held in two separate rooms. Topics included "Practical DMP (Data Management Platform) Implementation and the Evolution of Integrated Planning" and "How to Advance Content Marketing," covering themes such as performance-based advertising, big data utilization technologies, O2O, second screen, and the potential of e-commerce.