What Should Be Noted in Order to Utilize Marketing

Marketing automation (hereinafter referred to as MA) is the automation of routine operations that have been repeatedly performed by humans in corporate marketing activities, complex processing that would take a huge amount of time and money to do manually, and a large amount of work. It refers to a mechanism for improving efficiency. The MA tool, the MA tool, can automatically segment and score the acquired users according to the scenario set in advance, and automatically execute measures according to the customer.

There is a big difference in thinking about MA depending on whether it is for BtoC or BtoB. In the case of BtoC, the number of Industry Email List leads (number of email addresses) handled is much larger than BtoB, and functions such as omnichannel support (EC sites, stores, loyalty programs) are important. How did MA permeate the EC industry? Before thinking about how to use MA, let's first unravel its history. It can be said that MA is a new concept that was completed with the spread of the Internet. Until the beginning of the 2000s, so to speak, until the dawn of the Internet, marketing was generally referred to as mass marketing.

If we could make an impact on more people and appeal the world view of the product, we could sell the product. The hurdle at this time was "how to make an impact on more people", not "what kind of customers and how to get them to buy". However, with the spread of the Internet and the fact that anyone can easily obtain information of their own interest, people begin to examine what they really need, compare information, and buy things. was As a result, online consumption behavior has changed significantly. For example, the mass marketing method of sending the same message to a large number of customers has become obsolete, and one-to-one marketing that sends the most suitable message to each and every one of our diverse customers has become necessary. In this way, the theme when selling products has now completely changed to "what kind of customers will buy and how?" From around 2014, which was said to be the first year of marketing automation, the recognition and introduction of MA has increased in Japan as well. The number of cases to do so is increasing.