Dentsu Inc. Builds Next-Generation Marketing Model "Marketing for Growth" to Drive Business Growth

Dentsu Inc. has developed "Marketing for Growth," a next-generation model that redefines and systematizes the essential elements and processes of marketing required for corporate business growth. This comes at a time when marketing return on investment (mROI) is increasingly demanded. Leveraging its proprietary data infrastructure, specialized talent, and four marketing processes, Dentsu Inc. will create new value and demand.

By organizing the various solutions Dentsu Inc. has provided to enhance and streamline marketing, along with services to be developed, under "Marketing for Growth" and enabling their seamless integration, we will holistically support our clients' marketing transformation and contribute to their business growth.

The need to deepen consumer understanding based on data within corporate marketing activities grows annually. However, the data required to understand people is diverse, making it difficult to accurately grasp customer behavior and preferences with high resolution. Many modern marketing challenges arise from the fragmentation between "data" and areas like "analytics," "planning," "customer experience," and "effectiveness verification."

"Marketing for Growth" addresses this fragmentation. It is built on two foundational elements: a Data Infrastructure that seamlessly connects various data sources, and Marketing Consulting where expert consultants uncover new insights and business opportunities from this data to construct a coherent strategy and execution narrative. These elements form a model where four marketing processes(※) are interconnected and rapidly cycled, supporting the client company's overall marketing and contributing to business growth.

※ The Four Marketing Processes of "Marketing for Growth"
 

1.    Mechanism Resolving (Market Structure Analysis, Insight Discovery)
Utilizing diverse data, we structure markets from a human-centric perspective and extract key customers to perform analyses that drive business growth. We also enhance the resolution of all mechanisms—such as the unique triggers and structures that move each industry's market, and previously unknown consumer behavior patterns—to uncover business opportunities.
 

2.Value Designing (Value Structure Design)
Design Mission, Vision, and Values from both corporate purpose and business growth perspectives. Use the Dual Funnel® to map customer experience value, shaping the most effective value structure and the framework for competitive marketing.
 

3.    360° Experience (Experience Design Implementation)
We expand the value of products and brands beyond just the moment of use, into every scene of daily life, creating rich customer experiences. Furthermore, we build long-term relationships between companies and customers through community management, loyalty programs, and more.
 

4.    ROI Management (Management and Continuous Improvement)
Using integrated marketing dashboards like "MIERO," visualize the entire marketing landscape, including effectiveness and efficiency. Identify success points and bottlenecks, supporting data-driven decision-making and rapid PDCA cycles.

 

■Press release regarding this matter is available here