As the business environment undergoes rapid change, marketing techniques and technologies that naturally blend into our living spaces and deliver results in daily life are gaining attention. Examples include "personal vehicle advertising," which utilizes individuals' cars for corporate promotion; "GNSS," leveraging ultra-precise positioning to support various industries; and "sonic branding," which embeds brands in memory through sound. Grasping these trending terms may reveal hints for new marketing strategies. This article highlights five trending keywords currently making waves.
" My Car Advertising " – Creating Co-Creation Relationships Between Drivers and Companies
"Personal Car Advertising" is a new advertising method where companies place stickers on privately owned vehicles (personal cars). Drivers earn advertising revenue based on mileage, while companies can reach a broad audience at relatively low cost. Leading services allow the entire process—from application to sticker receipt and earning mileage-based reward points—to be completed via smartphone. Fueled by trends like the rise of side hustles, this model is gradually gaining traction in Japan. Since ads can be placed on vehicles traveling in specific regions, this method is well-suited for local businesses and campaign-based advertising. Local governments are also beginning to utilize it. While concerns exist about the driving quality of general drivers, companies are implementing countermeasures such as establishing strict regulations. Additionally, there is an expectation that being an advertising vehicle will enhance drivers' awareness of safe driving practices. As the "My Car Advertising" market is still growing, early entry could yield significant benefits.
Related articles on personal car advertising available on Dentsu-ho
Fan Activities Become Central to Daily Life: Local Governments Also Anticipate "Holy Site Migration"
While "holy site pilgrimages" to locations featured in anime, movies, and dramas have become firmly established, a more advanced phenomenon gaining attention is "holy site relocation"—where fans move their living areas to the settings of their favorite works. Driven by the surge in fandom activities and the spread of remote work, the number of people, primarily in their 20s and 30s, undertaking "holy site relocation" is increasing. In response to this trend, local governments are holding relocation consultation events for fans, and academic papers on "holy site relocation" are being published, indicating growing interest from administrative bodies and research institutions. Municipalities like Numazu City in Shizuoka Prefecture and Ōarai Town in Ibaraki Prefecture, settings for hit anime series, now have over 100 such relocators. While challenges exist, such as building relationships between newcomers and local residents, "holy site relocation" is seen as a way to transition fans from tourists to residents. This shift is expected to boost tax revenue and generate economic benefits through fan marketing. As an evolved form of fan activities contributing to regional revitalization, its potential is certainly worth watching.
Articles related to Holy Site Migration covered by Dentsu-ho are here
Becoming Indispensable for Autonomous Driving and Smart Agriculture: " GNSS " with Higher Precision than GPS
"GNSS (Global Navigation Satellite System)" refers to a satellite positioning system that enables accurate location information anywhere on Earth. While the familiar "GPS" is a system operated solely by the United States, "GNSS" utilizes satellite systems operated by countries worldwide, enabling higher-precision positioning than GPS. For example, in applications like automated audio tour guides, GNSS can determine the user's body orientation—something GPS cannot capture—enabling more precise and appropriate guidance. Leveraging this high accuracy, GNSS is utilized not only in tourism but also across diverse fields including autonomous driving, smart agriculture, and drones. Often, what we commonly refer to as "GPS" is actually part of the broader GNSS system. As the importance of IoT grows, GNSS is undoubtedly a technology indispensable for future business development.
Articles related to GNSS covered by Dentsu-ho can be found here
What is"Effectuation,"the flexible thinking required in the VUCA era?
"Effectuation" is a decision-making process commonly observed in successful entrepreneurs, proposed by a professor at a U.S. business school. Unlike "causation," which involves predicting the future, setting goals, and then considering means, it is an approach that flexibly sets goals while utilizing available resources. It can be considered a practical framework for navigating the highly uncertain VUCA era. Effectuation has five principles. For example, the "Lemonade Principle" is the idea of turning unexpected accidents into new opportunities, with cases like a failed product unexpectedly becoming a hit being cited as a successful example. In 2024, books on Effectuation became hits, winning awards like the "Japan Marketing Book Grand Prize 2024," indicating growing interest. As it also aids new business development, why not deepen your understanding now as we welcome the new year?
Articles related toEffectuationcovered in Dentsu-ho are here
Boosting brand value with sound?The case for"sonic branding"
"Sonic branding" is a marketing technique that uses sound to increase brand recognition and memorability. Also known as "audio branding," it works similarly to visual logos or slogans: specific sounds or melodies become symbolic of the brand, allowing consumers to instantly recall the product or service upon hearing that sound. Specific examples include music and sound logos used in advertising, as well as the payment confirmation sounds for electronic money or the startup sounds for subscription services. Sound is considered to transmit information faster and more accurately than visual information, making it a powerful tool for eliciting user affinity and empathy. With the recent proliferation of audio media like podcasts and audio ads, and the evolving media landscape, "sonic branding" is gaining more attention than ever. Why not consider incorporating it into your company's brand strategy?
Articles related to Sonic Brandingcovered in Dentsu-ho can be found here
This month, we covered marketing techniques visible in daily life and trends expected to generate new economic effects, such as "holy site migration" evolving from tourism to permanent settlement. These trends are characterized by transforming everyday landscapes and experiences, creating new value—whether by turning consumers themselves into advertising platforms or having sounds integral to daily life function as brand symbols. If you're unsure how to leverage these trends for your own strategy, or if you're considering consumer-centric marketing, please consult with us.
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