Category: interview
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What is the “maximum effect technique of owned media'' realized by no budget, which can be powerful because there is no budget or lack of manpower?
Interviewee: Mr. Yoshiki Matsuura, President and Representative Director, No Budget Co., Ltd. Mr. Ariiso Chijinami, General Manager, First Editorial Production Department, No Budget Co., Ltd. Interviewer: Mr. Toshihiro Yamada, Deputy Chief Editor, Toyo Keizai Inc. No Budget Co., Ltd. has a solid track record in providing cost-effective digital marketing support services, with the theme of…
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Evolution of ethical consumption and the future of marketing: Experts explain HR tech success stories and the importance of concepts
Part 2 of the interview with Takumi Kato, who has been engaged in marketing work at leading companies such as Mitsubishi Electric and Honda Motor Co., Ltd., and is currently engaged in numerous studies on “ethical consumption” as a full-time lecturer at Meiji University’s Faculty of Commerce. Bullet. Last time, we asked them to explain…
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![[Part 2] Thinking about “Branding = How to communicate your brand” – Converting “what you want to convey” into “what you want to convey”](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201400%20934'%3E%3C/svg%3E)
[Part 2] Thinking about “Branding = How to communicate your brand” – Converting “what you want to convey” into “what you want to convey”
In this article, we have invited Mitsuhiro Matsunaga, an editor whose latest book “How to Communicate” has become a hot topic, to talk about key points on how to convey information that will reach the audience and tips for branding. Continuing from the first part, the second part will introduce the meaning of a brand…
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![[Special Interview] Success of BtoB marketing in Japan and ABM (Account Based Marketing) Part 1](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201200%20701'%3E%3C/svg%3E)
[Special Interview] Success of BtoB marketing in Japan and ABM (Account Based Marketing) Part 1
Do you know about ABM (account-based marketing)? ABM is a marketing method that originated in America. Instead of the traditional method of increasing sales from only one company’s product (point), this method involves thinking face-to-face about how many products from multiple lineups can be purchased and linking this to sales. It started in the 1990s…
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Interview with a senior marketing leading company about the secret of Harmek's success
In the Japanese economy, where the domestic population is decreasing and the overall market is expected to shrink, marketing targeting seniors is currently attracting attention. One company that continues to make great strides in the world of “senior marketing” is the Halmek Group, which has developed a number of businesses specialized for seniors. Harmeku, a…
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![[Part 1] Trinity, the leader in iPhone protective glass, reveals the full story of “marketing that beats big companies”](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201024%201024'%3E%3C/svg%3E)
[Part 1] Trinity, the leader in iPhone protective glass, reveals the full story of “marketing that beats big companies”
When purchasing a new smartphone, many people also purchase a film to protect the front glass of the smartphone. Among these protective films, Trinity Co., Ltd., headquartered in Niiza City, Saitama Prefecture, has a leading market share in the field of products made from high-performance glass. Trinity is a small company with 23 employees. However,…
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The reality of "ethical consumption" as seen by consumers' public and honest opinions: Takumi Kato of Meiji University talks about the importance of brand management and the role of marketers
Ethical consumption can be summarized as “consumption behavior that involves purchasing products and services from companies that are considerate of human rights and the environment.” This is a phenomenon that has gained attention in recent years due to changes in the global environment and growing awareness of human rights issues. This is a new way…
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![[Part 2] Why Trinity, which makes money by “market-in”, values “product-out” product development](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201108%201080'%3E%3C/svg%3E)
[Part 2] Why Trinity, which makes money by “market-in”, values “product-out” product development
Trinity is a smartphone-related accessory manufacturer with 23 employees located in Niiza City, Saitama Prefecture. In the first part, we explored the essence of the marketing strategy that allowed the company to gain a large market share by producing a huge variety of products at each dealership, rather than competing head-on with major competitors who…
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How will B2B marketing methods change after the advent of generative AI? Explained by a B2B marketing guru
One year has passed since ChatGPT was introduced in the Japanese market, and generative AI is now being used in a variety of ways within companies. There are many examples of text, illustrations, images, generation of advertisements, and automatic responses. Against this backdrop, how is generative AI being utilized and developed in B2B marketing? We…
![[Part 2] Liddell has created a marketing platform that allows companies and individuals to co-create](https://i1.wp.com/www.pammarketingnut.com/wp-content/uploads/photodune-8797557-aerial-view-of-diverse-people-with-text-create-s.jpg?resize=794,755&ssl=1)
![[Part 2] Thinking about “Branding = How to communicate your brand” – Converting “what you want to convey” into “what you want to convey”](https://i3.wp.com/www.matrixgroup.com.hk/wp-content/uploads/2018/03/Branding-strategy.jpg?resize=1400,934&ssl=1)
![[Special Interview] Success of BtoB marketing in Japan and ABM (Account Based Marketing) Part 1](https://i3.wp.com/s3.us-west-2.amazonaws.com/aa.techdemand.io/wp-content/uploads/2023/02/08172113/Account-based-Marketing.png?resize=1200,701&ssl=1)
![[Part 1] Trinity, the leader in iPhone protective glass, reveals the full story of “marketing that beats big companies”](https://i2.wp.com/cdn.shopify.com/s/files/1/0025/0898/0283/products/12015-1_1024x1024.jpg?v=1613769617&resize=1024,1024&ssl=1)
![[Part 2] Why Trinity, which makes money by “market-in”, values “product-out” product development](https://i1.wp.com/www.gotquestions.org/img/trinity.jpg?resize=1108,1080&ssl=1)
