In recent times, new terms are constantly emerging, particularly in the fields of digital and AI technology. You've likely heard more about technology-related words like "digital adoption," which supports the utilization and integration of digital solutions, and "smart contracts," the technology underpinning Web3.0. In the business and marketing world, heavily influenced by changing times, it's crucial to keep your knowledge updated through daily discussions. This article highlights five essential trend words you should know right now.
What is "Time Performance" ( タイパ ), the new value Gen Z prioritizes, moving beyond "Cost Performance" (コスパ)?
You've probably heard "TIPA" mentioned a lot lately. It stands for "Time Performance," referring to satisfaction per unit of time. Especially among Gen Z, who access vast amounts of information daily, the value of "wanting to use limited time effectively" is widespread, making their tendency to prioritize TIPA very noticeable. Watching videos at double speed is a classic example of TIPA-conscious behavior.To clearly compare cost performance (cost-effectiveness) and time performance: prioritizing cost performance means, for example, spending time commuting to eat out at affordable prices to save on food costs, or trying to eat as much as possible within a set budget. Prioritizing time performance means, for example, paying delivery fees to save time, or relying on supplements and nutritional aids that provide necessary nutrients quickly. Marketing strategies anticipating this shift from cost performance to time performance will likely become crucial.
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Digital Adoption: Essential for DX Promotion. Focus on Support Tools for Business Applications
As digital tools advance daily, simply introducing them often fails to lead to effective utilization or tangible benefits like improved operational efficiency. Consequently, "digital adoption" – supporting the effective use and integration of digital tools to boost productivity – is gaining attention not only in Europe and the US but also in Japan.Approaches vary, including tool implementation, training programs, and task automation. A key example is support tools that display context-sensitive guidance during tasks like data entry. Companies implementing these report reduced inquiries to system administrators, easing their burden, and lower costs for training new employees. Consider this as one option for your DX proposals to clients.
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What are " smart contracts," the mechanism supporting contracts and transactions on the blockchain?
From among the often complex-sounding Web3.0 terms, this time we introduce "smart contracts." These form the foundation for transactions on the blockchain, including cryptocurrency exchanges. They are mechanisms that automatically execute contracts or transactions when specific conditions are met.Because they require no human intervention, they are used not only in DApps (decentralized applications) and DAOs (decentralized autonomous organizations), which have no specific administrator, but also in the real estate sector. For example, they power platforms that handle everything from property applications when moving, to rental contracts, utility contracts for electricity and gas, and relocation procedures, all in one go. As their expansion into various industries is anticipated, their developments are increasingly impossible to ignore.
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Is achieving the highest score pursued through machine learning the key to " SOTA "?
Are you familiar with SOTA (State-of-the-Art)? While generally meaning "cutting-edge" or "latest," in recent years within machine learning, it has become an idiomatic phrase used to describe the "most advanced" or "currently best" technical model demonstrating optimal performance for a specific task.Numerous SOTA models have been published for tasks like image classification and natural language processing, with many vendors and researchers striving to achieve it. However, while new technologies that update SOTA can sometimes bring major breakthroughs to the industry, there is also a concern that achieving SOTA itself can become an end goal, leading to a race for minor score improvements. It is important to understand that the fundamental purpose remains the development of superior technology.
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Useful for advertising strategies during a recession? What is " ESOV," the new evaluation metric for measuring ad effectiveness?
While accurately gauging advertising effectiveness is challenging, several evaluation metrics exist. One such metric is ESV (Excess Share Of Voice).It is calculated by subtracting market share from advertising share (SOV) within a category. Higher values indicate greater advertising effectiveness. It gained attention when a UK advertising industry group discovered that exceeding a certain ESV threshold correlates with increased market share the following year, suggesting potential sales growth. These findings imply that aggressive advertising investment may be particularly effective during recessions when competitors are scaling back their ad spending.
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This month saw prominent terms like "Taipa" and "SOTA" representing new values and metrics defining the era. Additionally, productivity improvements through smart contracts and digital adoption drew attention, reflecting a strong focus on efficient time utilization as a core value.Rather than focusing solely on being cutting-edge or avant-garde, what is truly needed right now? Exploring service and business ideas that closely align with customer needs may be the key to creating your company's unique strengths. If you're facing challenges in solving business problems or are unsure about how to approach proposals for your clients, please don't hesitate to consult with us.
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