Under its Medium-Term Business Plan, which runs through the fiscal year ending March 31, 2024, the Hakuhodo DY Group has adopted the following Core Medium-Term Strategy: “With Sei-katsu-sha Insight as our cornerstone, the Hakuhodo DY Group will combine its creativity, integrative capabilities, and data and technology utilization skills to play a leading role in evolving companies’ marketing activities and generating innovation in a completely digitalized era. In this way, we will continue to impact and provide value to sei-katsu-sha and society as a whole.”
Over many years, we have closely observed and researched sei-katsu-sha and have accumulated a vast amount of data while doing so. As an advertising company, we have conventionally been asked to give shape to ideas that make advertisements more interesting and enjoyable. In recent years, our ideas have become more refined not only through our past experience and sensibilities but also through the full utilization of sei-katsu-sha data that we collect in real time. By doing so, we have been able to implement and realize specific initiatives that meet social needs and bring joy to people’s lives. Put simply, the method that has made such accomplishments is full-funnel Sei-katsu-sha Data-Driven Marketing.
Now that we are able to acquire vast amounts of data, implementing Sei-katsu-sha Data-Driven Marketing not just in the marketing communication domain, which centers on brand recognition, but also under a full-funnel approach will be crucial to meeting the needs of our clients. We find ourselves in an era when simply placing advertisements is not necessarily enough to sell a product. Under these circumstances, it is important that we consider not just advertising but also the kinds of information that will resonate with sei-katsu-sha and the kind of locations where sei-katsu-sha will interact with such information, such as in stores or on e-commerce sites. To that end, we need to implement a comprehensive approach that covers everything from cultivating sei-katsu-sha awareness, interest, and consideration to customer relationship management.
