Dentsu Inc. News Popular Articles Summary: Marketing Edition

Dentsu Inc. covers a wide range of topics through the lens of communication, from robotics to parenting. This time, we present a compilation of articles on marketing that have received significant reader response.

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Content Marketing

Content marketing is gaining significant attention these days. Three professionals active at the forefront of owned media planning and operations explored new patterns in user behavior.

What are people really doing?

"I felt we needed to create a model like AISAS for content marketing, which still lacks a clear definition."

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Omnichannel

Omnichannel has become a theme affecting not just manufacturers and retailers, but the entire marketing industry, driven by the proliferation of e-commerce and smartphones. Dentsu Inc. employees involved in omnichannel from various angles—data analysis, promotions, and more—discussed the future of marketing.

What lies ahead for omnichannel? Q5. How will marketing change?

"As diverse data becomes available and user trends and interests become more visible, various approaches—such as 'advertising × sales promotions,' 'products × customers,' and 'physical stores × e-commerce'—will be optimized."

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Branding

Digital marketing strategy experts introduce the future of marketing. They explain the process of creating and nurturing new brand fans.

How are you handling branding in the digital age? – Hacking the way brands are nurtured

"In industries and companies where mass advertising and in-store promotions were previously the mainstay, the advancement of the digital information society has made mass advertising less effective. Consequently, more cases are emerging where companies are seriously pursuing the building of new relationships with customers using technology and data."

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Consumer Behavior Model

To solve the challenge of "traditional communication planning no longer working," Dentsu Inc. Promotion Design Bureau proposed the "Dual AISAS" consumer behavior model.

Strategies for Selling More Using "Dual AISAS".

"Ten years after the introduction of AISAS, as consumers and networks became more closely intertwined, consumers began circulating various types of consumption-related information through networks, intensifying the battle for attention. The Dual AISAS Model incorporates new consumption behaviors related to attention into the existing AISAS framework. By clearly defining the information flowing within the model and the nature of consumer interests, it more accurately represents current consumption behavior."

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Growth Hacking

Growth hacking is a methodology committed to business growth through continuous technical development and refinement. A web service growth hacking specialist explains strategies for scaling services. Applying the Chasm Theory, the author introduces what marketing activities should be undertaken at each phase, drawing on personal experience.

Applying the Chasm Theory to IT Services

"There should be more target users, yet our user numbers have plateaued." "The CPA (Cost Per Action—the cost incurred to achieve a set action like member acquisition, app download, or payment) for direct ads has been rising sharply lately." "We started a campaign inviting users, but membership isn't growing at all."  Sometimes, the growth of a web service or app with perceived potential stagnates before reaching the targeted business scale or goals.  To solve this..."

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