営業組織は三類型(The Islands, The Assembly Line Model, The PODs)の3つに分類ができる。うち、The PODsは、1)顧客セグメント毎に編成されたチーム編成になっている(<->製品別チーム)、2)それぞれのPODごとに対象セグメントにあった対応人材がそろっている、という(マーケティングと)営業の体制であり、対顧客にたいして一貫した対応を行うための体制となっている。この組織形態は、Google他の米国系企業で実施されている体制であるが、日本ではあまり知られていない。The Assembly Line modelは、日本では The Model という名で知られているが、The PODsは一見似通っているが、より顧客の体験を細かく分けた上で、関係性マーケティング的な体制も持っている。そのため、「サービス」や「CS」といった観点にとどまらず、AMやADRといった役割によって、アカウントあたりの売上を増やすことも目論むようになっている。
営業組織は三類型(The Islands, The Assembly Line Model, The PODs)の3つに分類ができる。うち、The PODsは、1)顧客セグメント毎に編成されたチーム編成になっている(<->製品別チーム)、2)それぞれのPODごとに対象セグメントにあった対応人材がそろっている、という(マーケティングと)営業の体制であり、対顧客にたいして一貫した対応を行うための体制となっている。この組織形態は、Google他の米国系企業で実施されている体制であるが、日本ではあまり知られていない。The Assembly Line modelは、日本では The Model という名で知られているが、The PODsは一見似通っているが、より顧客の体験を細かく分けた上で、関係性マーケティング的な体制も持っている。そのため、「サービス」や「CS」といった観点にとどまらず、AMやADRといった役割によって、アカウントあたりの売上を増やすことも目論むようになっている。
The document discusses TRUNK, an interactive web cinema platform launched by Nissan to promote their vehicles. TRUNK allows users to view and interact with short films about Nissan and other brands. Some example films discussed include emotional driving for the Nissan Fairlady Z and infinite drive for Saab. The goal of TRUNK is to provide an engaging experience beyond just exposure to boost brand awareness.
The document discusses how traditional advertising vehicles like TV, newspaper, radio, and magazines provide content-rich exposure of brands and products but lack context-rich relevancy to consumers' daily lives. In the age of social media, advertising practices require creating good context through social media, which acts as a pipeline of user-generated information that can tie brands more closely to consumers. While traditional media amplifies brand messages, modern advertising needs to focus on building contextual relationships between brands and customers.
1) Japanese people have traditionally enjoyed social interaction, through activities like gatherings at izakaya pubs and match-making parties for young people.
2) Digital tools are now commonly used for social interaction in Japan, such as playing Pokemon as a way for kids to socially interact, or using social media like tweets for networking parties.
3) Social media and the internet have encouraged new ways of socially connecting people through content and services, in addition to connecting people directly. This has reconfigured how media and communication work.
This document discusses different types of media including owned, earned, user-initiated, and paid media. It notes that owned media refers to content and platforms controlled by an organization, while earned media involves promotion through word-of-mouth or third-party platforms. Paid media is advertising purchased on platforms like search engines or social networks.
The document discusses TRUNK, an interactive web cinema platform launched by Nissan to promote their vehicles. TRUNK allows users to view and interact with short films about Nissan and other brands. Some example films discussed include emotional driving for the Nissan Fairlady Z and infinite drive for Saab. The goal of TRUNK is to provide an engaging experience beyond just exposure to boost brand awareness.
The document discusses how traditional advertising vehicles like TV, newspaper, radio, and magazines provide content-rich exposure of brands and products but lack context-rich relevancy to consumers' daily lives. In the age of social media, advertising practices require creating good context through social media, which acts as a pipeline of user-generated information that can tie brands more closely to consumers. While traditional media amplifies brand messages, modern advertising needs to focus on building contextual relationships between brands and customers.
1) Japanese people have traditionally enjoyed social interaction, through activities like gatherings at izakaya pubs and match-making parties for young people.
2) Digital tools are now commonly used for social interaction in Japan, such as playing Pokemon as a way for kids to socially interact, or using social media like tweets for networking parties.
3) Social media and the internet have encouraged new ways of socially connecting people through content and services, in addition to connecting people directly. This has reconfigured how media and communication work.
This document discusses different types of media including owned, earned, user-initiated, and paid media. It notes that owned media refers to content and platforms controlled by an organization, while earned media involves promotion through word-of-mouth or third-party platforms. Paid media is advertising purchased on platforms like search engines or social networks.
8. ブロードバンド時代の新たな広告手法としてのコンテンツ戦略
TVCM PV Short Film
MOVIE
Product
Placement
広告におけるショートフィルムの位置づけ~PVか、それとも?
より商品・ブランドに近い よりエンターテイメントに近い
コンテンツとしての成立が先に来る伝えたいことが先に来る
SHORT
FILM
ここの理解を得意先から得ることが非常に重要だった
昔の一社提供の番組に近い?
「てなもんや三度笠」と
「あたり前田のクラッカー」的
広告とコンテンツの相乗り感覚