In 2020, the world entered a major turning point due to the spread of the new coronavirus. As large-scale changes occur in various industries, marketers will need to be at the forefront of implementing measures tailored to the “new normal” era.
According to research by a research company, Japan’s technology will shift to 5G over the next 10 years, and as a result, the online population will continue to increase rapidly. How will marketing evolve and what will users expect by the year 2030?
We will report on points that should be addressed urgently and future issues.
Source:
Salesforce.com, annual research report “Marketing Latest News” (6th edition) released in Japanese
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The 6th state of the marketing report reveals the tendency to navigate change
Innovation for the next 10 years
Source:
Salesforce.com, annual research report “Marketing Latest News” (6th edition) released in Japanese
/
The 6th state of the marketing report reveals the tendency to navigate change
Optimization of the digital environment is progressing on a global scale, and in Japan, measures are being taken at the same time to review conventional models and encourage the use of technology.
In the 10 years until 2030, 5G is expected to bring the greatest changes, connecting a variety of devices to the internet and making communication functions and speeds even more convenient. As the benefits increase, the online population will also increase, and we can expect a shift in purchasing behavior from traditional purchasing behavior.
marketing challenges
The points shown in the figure above were cited as points that should be prioritized by 2030.
The first step to change is to hire and develop the best human resources. The challenge is “real-time customer engagement.”
When it comes to customer experience, more than 80% of users say that it is as important as the services and products a company produces. From these results, improving engagement is a point that should be addressed immediately, and will be a measure that will set you apart from your competitors.
It is important to allocate a budget for building a system that can be improved in real time and use it for marketing.
The growing usage rate of “AI”
Source:
Salesforce.com, annual research report “Marketing Latest News” (6th edition) released in Japanese
/
The 6th state of the marketing report reveals the tendency to navigate change
There is an urgent need to utilize technology-enabled data sources to deeply understand and respond to the growing needs of users. Customer data sources are expected to increase significantly over the next decade. The adoption of AI by marketers has also rapidly increased, with adoption exceeding 180% in the two years since 2018.
Focus on business value
Source:
Salesforce.com, annual research report “Marketing Latest News” (6th edition) released in Japanese
/
The 6th state of the marketing report reveals the tendency to navigate change
The above figure shows the responses that list marketers’ goals. In a situation that is difficult to predict, increasing user satisfaction and retaining them as customers will be important in order to increase revenue, which is the top priority. To retain customers, prioritize improving user engagement as mentioned above. This is because it is necessary to gain the trust of users and increase the value of the company. It can be said that a marketer’s success depends on engagement efforts.
summary
In Japan, which is undergoing major changes over the next 10 years, the measures that need to be taken quickly are “developing our own human resources” and “improving user engagement.” There is an urgent need for marketing ability to read user trends from data using the latest technology, and human resources ability to implement measures.
Source:
Salesforce.com, annual research report “Marketing Latest News” (6th edition) released in Japanese
/
The 6th state of the marketing report reveals the tendency to navigate change