What lies ahead for omnichannel? Q4. How will media change?

A project where employees of Dentsu Inc. answer "What will happen next?" on flip charts regarding five topics related to omnichannel. The theme for the fourth installment is "Media."
The first installment, including self-introductions of the four respondents, is here.

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More than ever, the questions of "what" and "where" to communicate are being challenged.

Maruyama: The fourth question is about the future of media. The definition of the term "media" itself is broadening, isn't it? It's no longer limited to mass media; for example, retail storefronts and e-commerce sites are increasingly seen as media too.

Considering how we interpret the term "media," what are your thoughts, Mr. Jinno?

A.1: "?"

Kamiya: "Huh?" I wrote the "?" not to mean I don't understand, but to convey that as media diversifies, we need to think even more deeply about "what?" and "how?" to communicate through that medium.

As Mr. Maruyama pointed out, every possible place—including physical stores and e-commerce sites—has become a point of contact for sending and receiving information. People no longer need to actively seek out media; messages are exchanged in all sorts of situations seamlessly integrated into daily life. Consequently, the method and manner of communication naturally change depending on how it blends in and how it exists. That's why I believe media and content are inseparable.

Maruyama: So, if media is hard to grasp, does that also make it hard to design?

Kanno: Yes... Indeed, the very concept of media has expanded, making it harder to define its boundaries. So rather than thinking in terms of "choosing media," it's clearer to view it as a single marketing activity. Within that framework, we'll start thinking about media utilization in a more multidimensional way.

If omnichannel strategy means engaging consumers through multiple touchpoints, it could be seen as akin to the "marketing convergence" concept proposed by Dentsu Inc. a while back. To answer how media will change, I think it will increasingly be about asking "?" more than ever before.

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A.2 "Is that a separate issue?"

Horikita: I believe omnichannelization and media diversification are separate issues. That's why I wrote it this way, but the fact I added a "?" at the end might mean I'm not entirely sure I can say that definitively (laughs).

Technological evolution gave rise to omnichannel, and technological evolution is also changing media, so I think the root cause is the same. For example, the idea that "the store is the media" could actually be said to have existed for a long time. What stores can do has certainly expanded, and their nature has changed, but within the broader category of "media" in terms of touchpoints, I don't think changes that can be attributed to "the omnichannel era" have occurred.

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A.3 "Compelling Content"

Matsunaga: Given that I'm in the Media Intelligence Development Department, I've been thinking about media in the narrow sense—as the source of content. How will media change? I believe it will increasingly focus on compelling content, and I think that's the best strategy.

Just as manufacturers cited "product strength" in Q3, media will increasingly be judged on their "content strength." Advertisers will flock to media that resonate with consumers. We're also seeing new initiatives like the digital transformation of existing media and collaborations with retailers for product sales. While these are commendable efforts, I personally believe that by focusing on their core strength—content—and maintaining that support, media can remain within their ecosystem.

Watanabe: Even as we gain access to diverse data and see greater integration, you believe that core principle remains unchanged?

Matsunaga: Yes. Of course, we'll be able to track and accumulate contact data, including from existing offline media. But doing so means even aspects that weren't previously clear will be evaluated. That's precisely why it's essential to keep producing compelling content. However, I wrote this from a media perspective. At Dentsu Inc., we believe there's something else we need to do. As media focuses on content, we want to further explore how to leverage the accumulated data and connect it with manufacturers and retailers.

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A.4: "Everything Handled by the CMO"

Uehara: What I envisioned was a situation where a database sits at the core of the company, with media connected around it to streamline operations... The CMO (Chief Marketing Officer) controls this. Some forward-thinking companies are already starting to connect everything—mass media, e-commerce, and physical stores—to their own systems, integrating them flatly and handling them this way. And what I drew to show "this is how it shouldn't be" is the advertising agency on the edge, looking troubled. Among the five questions posed this time, the one that made me feel the most crisis was "What will happen to media?" It's true that relying solely on traditional advertising agency services won't work anymore. We need to take stock of our strengths and transform ourselves to function effectively in this new environment. My perspective aligns with what Mr. Matsunaga mentioned.

Maruyama: If media changes, the nature of the media business will naturally change too, and we obviously can't continue as we have been.

Uehara: That's right. But even though I might have looked troubled (laughs), I personally believe advertising agencies have tremendous potential. We excel at both capturing the essence and executing it. Of course, in terms of execution, especially in the digital realm, specialized players are constantly emerging. However, if we can tie together all customer touchpoints and design consistent communication, it ultimately unifies the brand and creates a positive experience for users. I want to be confident in our ability to do that.

Kanno: It's true that specialization in individual fields is increasing, so we absolutely must commit to a perspective that includes designing around those specializations. What we want to avoid most is ending up with something half-baked while claiming it's integrated. I still believe Dentsu Inc.'s strength lies in capturing the fundamental value of what we want to communicate or sell, and then figuring out who to deliver it to and how. I feel we're being pushed to dig deeper into that.

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Q.5 "How will marketing change in the omnichannel era?" continues