Archive for August, 2010

M is for Marketing 3.0 … Social Media brings us full circle

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“Marketing is the process by which companies create customer interest in products or services.” (Wikipedia, Aug. 2010) A quick look… Marketing 1.0 – One-to-One. Slow and hard. Civilization gives rise to the mercantile class. “Marketing” was a shop owner calling out to passers-by trying to tell them about his wares. Many people would just keeping […]

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A is for Alignment – Marketing and IT

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It’s like…    Oil and Water    Night and Day    Politics and Religion    Marketing and IT Is it possible to align your Marketing and IT departments? Or for that matter, any groups within your organization that just don’t mix? Is it possible to get them working together smoothly for the betterment of the company? Love to hate […]

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C is for Customer Experience

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What do Apple and Trader Joe’s have in common? Quite a bit, surprisingly. I just read a Fortune article about the food retailer Trader Joe’s. I’m familiar with the brand, although I’ve only visited a Trader Joe’s store once — primarily because they don’t have operations in my home state of Hawaii, nor are they […]

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J is for Japan Entry and Startups

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Recent GDP figures show that China is now the #2 economy in the world, surpassing Japan which long held that position. The news sent a shockwave through Japan and set off a bunch of media commentary about what Japan can do to return to growth, envigorate its stagnant economy, and recapture the darling #2 position. […]

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C is for Customer Loyalty

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In this down economy, repeat customers and word of mouth can be key to your survival. What makes customers loyal to brands? In 2008 Forrester Research published a report called, “Balancing The Funnel: Which Consumers Are Loyal?” In it, there is a chart that correlates certain variables with customer loyalty across several industries. In a […]

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Sはソーシャルメディア マーケティング
...じゃなくてカスタマーサービス (CS)

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日本の会社は遅れています。このコラムを読みながら、イライラする人もいるかもしれません。でも遅すぎるわけじゃないんです。全部今から変えられること。だから、まだ大丈夫。ソーシャルメディアの「ソーシャル」の意味を忘れています。ソーシャルメディアの「ソーシャル」は「社会的な」と言う意味より「対話式」のという意味の方が強いです。多くの会社がソーシャルメディアをテレビと同じような位置付けで見ていると思います。そしてほとんどの会社がmixi (ミクシィ)、Facebook (フェイスブック)、そしてTwitter (ツイッター)などのアカウントを作って、「新商品」や「キャンペーン」の発表をしているのですが、残念ですけどそれだけで終わっています。せっかくのインタラクティブなメディアを使っているのに、現状では顧客からの質問、リクエストや意見はだいたい無視されています。

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A is for AIDMA AISAS

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Everyone who studied marketing knows about the classic AIDMA model of consumer behavior: Attention  Interest Desire Memory Action But in June 2005 the Japanese advertising giant, Dentsu, developed a new model to more accurately describe consumer behavior in today’s highly connected world: Attention  Interest Search Action Share Any company or organization that doesn’t come to […]

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E is for Entrepreneur

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I recently had the privilege of being accepted as a Mentee into the first Entrepreneurship Mentor Initiative here in Japan.  The program is sponsored by the U.S. Embassy, American Chamber of Commerce in Japan (ACCJ), Tokyo American Center, Ernst & Young Japan, Global Entrepreneurship Week (GEW), and the Japan Market Expansion Competition (JMEC).  An excerpt […]

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