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Digital Marketing

FSTJ 2019-4 Cover Image

Vol. 55, No. 4, 2019

Fujitsu systematized its digital-marketing products and solutions as Fujitsu Digital Marketing Platform CX360 in November 2016 and has come to develop advanced forms of digital marketing together with its customers. This issue introduces Fujitsu's approach to enhancing the value of the customer experience and contributing to further business expansion based on the CX360 framework. It includes examples of implementation on the customer side and practical examples within the company.

Japanese version: Magazine FUJITSU (Vol. 70, No. 1, January 2019)


Preface (82 KB)
Hideki Kiwaki, Corporate Executive Officer, SEVP, Head of Digital Solution Service Business Group, Technology Solution Business, Fujitsu Ltd., p.1

Round-Table Talk

Forefront of Digital Marketing Launch of Customer-Centric Marketing (518 KB)
K-Opticom Corporation, Fujitsu Digital Solutions & Delivery Business Unit, pp.2-8
Digital marketing is the use of the Internet, mobile devices, and other such technologies to promote products and brands. As the practice becomes more widely adopted as a solution for linking companies and their customers, one approach that is currently attracting attention is that of customer-first marketing, a term that recognizes the customer as the starting point for marketing. Rather than a one-way flow of information about products and services from company to customer, customer-first marketing involves practices that take into account the opinions and actions of individual customers, thereby delivering products and services that are better matched to what they actually want.
To showcase what is happening at the forefront of digital marketing, in October 2018, Fujitsu invited Jun Umemoto and Akihiko Kizu of K-Opticom Corporation, an early adopter of customer-first marketing that has already had success with the practice, to participate in a round-table talk with two staff from Fujitsu's digital solution's division who were involved in implementing FUJITSU Digital Marketing Platform CX360, the platform used by K-Opticom to support this work.


Human Centric Marketing for Customer-Centric Innovation of Corporate Marketing Activities (473 KB)
Masashi Hirayama, pp.9-16
With the widespread use of mobile devices, consumer behavior is changing dramatically. Corporate marketing activities are forced to respond to these changes, but are not necessarily successful. Fujitsu believes that customer-centric marketing is critical in responding to changes in consumer behavior, and that plans for that purpose must be formulated and implemented in an integrated manner. To achieve this, Fujitsu proposes FUJITSU Digital Marketing Platform CX360 (hereafter, CX360), which consists of specialists, solutions, and an ecosystem. This is at the core of various digital marketing solutions provided by Fujitsu. CX360 has helped innovate customers' marketing activities as a partner by improving the conversion rate of digital advertisement (ad) delivery to about 2.5 times that of conventional methods and achieving about six times the contract rate for equipment sales, for example. This paper presents human-centric marketing—customer-centric marketing essential for future corporate activities—and CX360 for its realization.

Maximization of Customer Experience Value

Fujitsu's Digital Marketing Method Realized with Customer Experience-Oriented Concept (352 KB)
Tomoaki Akatsuka, pp.17-23
The utilization of digital technology is now a pressing issue for companies, and it is particularly urgent in the field of marketing. Such utilization often involves significant investment in ICT. In addition, the wide scope of applications for the technology has left many companies puzzled about how and where to start. Fujitsu provides digital marketing services from the customer's viewpoint to a wide variety of industries. In the process, as factors hindering its realization, we have focused on poorly defined digital marketing objectives and the fragmentation of tasks and ICT systems between departments due to a vertically segmented organization. To address this issue, Fujitsu proposes the use of a consulting method to develop a customer-oriented culture on the basis of a customer's viewpoints. This solves issues in terms of communication with customers, and thereby contributing to the improvement of customer experience, customer loyalty, and corporate profits. This paper analyzes the essence of the factors hindering the use of digital marketing, introduces the points to be understood by companies and Fujitsu's systematized consulting method.
Website Utilization Support with CXC3 to Enhance Customer Engagement (295 KB)
Naohiro Sekiguchi, Shuhei Sakai, Kazuo Takahashi, pp.24-30
Although companies have recently been actively working on digital marketing, the reality is that many of these companies still have not broken away from the unidirectional method of providing information to customers and have been unable to utilize their websites as bidirectional channels. These companies face the problem of deviating from customers' options and losing competitiveness because they have not been able to keep up with the widespread use of smart devices. To solve this problem, Fujitsu provides FUJITSU Digital Marketing Platform CX360 to support customer-centric digital marketing. In addition, we have established CXC3 (pronounced "CXC Cube"), a proprietary consulting framework that supports enhancement of customer contact points, including corporate websites. By making use of these systems, long-term and deep relationships between customers and companies (customer engagement) is enhanced. This paper presents the conventional issues with enhancing customer engagement and Fujitsu's approach, and also outlines CXC3 and an example of its application.
Strategic BtoB Marketing Evolving from Perspective of Total Optimization (347 KB)
Kenichi Suzuki, Nobuyuki Onishi, Shun Kumitani, pp.31-37
With the progress of digitalization, digital contact points are gaining importance in the purchasing decision-making process, and an increasing number of BtoB companies are working on digital marketing. However, few companies share target customers and the purpose of marketing beyond organizational borders and take comprehensive marketing measures to produce results. Consequently, many companies see their measures end up as specific cases of optimization and struggle to link their sales and marketing departments. For these companies, Fujitsu provides FUJITSU Intelligent Data Service Marketo (hereafter, Marketo), a cloud-based marketing automation platform that supports consulting to maximize the effect of digital marketing in BtoB, improved loyalty of existing customers (trust in and attachment to companies), and efficient acquisition of new customers. This paper describes consulting to formulate measures effective for BtoB digital marketing and an example of the application of marketing automation by introducing Marketo.
Electronic Commerce Building Solution to Realize True Omnichannel Capabilities (294 KB)
Takashi Harada, pp.38-43
Many companies are working on omnichannel commerce to improve customer loyalty. However, these companies are not necessarily successful in acquiring sufficient omnichannel capabilities. The ultimate purpose of omnichannel capabilities is to improve customer loyalty, the achievement of which requires the provision of better customer experience (CX). CX is considered to be the experience of customers getting their needs met, which is what improves customer loyalty. Accordingly, how solutions to customers' needs can be proposed is key to achieving omnichannel capabilities. Fujitsu offers FUJITSU Business Application SNAPEC-EX (hereafter, SNAPEC-EX), an electronic commerce (EC) building solution that realizes omnichannel capabilities. This solution is intended to meet customers' needs by linking the EC sites and physical stores of companies to improve customer loyalty. This paper introduces Fujitsu's concept of omnichannel capabilities, presents an outline of SNAPEC-EX, and describes an actual example of its application to confer omnichannel capabilities to customer's stores.
Real-Time and Automatic Internet Advertisement Delivery Service through AI Analysis and Data Integration (238 KB)
Norimasa Ichiki, pp.44-49
Internet advertisements (ads) have benefits not provided by conventional ads; not only do they allow measurement of ad deliver results but they also make this data available for subsequent ads. However, the lack of human resources and departments with ICT expertise, which is required to effectively utilize Internet ads, is an issue at many companies. Outside Japan, ICT vendors provide one-stop services that cover the entire process, from target analysis and purchase of ad space to ad delivery and data analysis following delivery. Against this background, Fujitsu aimed to realize a one-stop service for Internet ad delivery making use of AI technology and human resources such as data scientists, and implemented such a service in house. Then making use of the knowledge and know-how acquired through this implementation, Fujitsu developed a system for automatically delivering Internet ads in real time and has begun offering it as the FUJITSU Intelligent Data Service AD Drive Programmatic Marketing Service (hereafter, AD Drive). This paper describes Fujitsu's process of in-house implementation of its prototype Internet ad delivery service and outlines the resulting, commercially offered, AD Drive service.

Deepening of Customer Understanding

Data-Driven Marketing to Accelerate Decision Making (445 KB)
Kentaro Kawada, Tomoki Miyake, Ai Akiyama, Takanori Mugita, pp.50-56
Consumer purchasing behavior is undergoing a drastic change due to the diffusion of smart devices. Companies are hurrying to introduce marketing tools to improve customer satisfaction by responding to changes in consumer purchasing behavior. However, in some cases, instead of bringing about positive effects, the introduction of marketing tools has caused customer satisfaction to decrease. Fujitsu offers FUJITSU Intelligent Data Service Domo (hereafter, Domo), a platform capable of supporting the design of a company's marketing-related indicators and centralized management of data for various tools. Domo facilitates the achievement of data-driven marketing that accelerates corporate decision-making based on data. At one customer site, the introduction of Domo has made it possible to run plan-do-check-act (PDCA) cycles several times the number before its introduction, more than doubling the number of reliable customers. This paper describes the confusion caused by the introduction of marketing tools without setting up clear objectives and Fujitsu's solution that solves this problem together with a case example of its application.
Approach to Building of Data Utilization Platform to Realize Optimization of Customer Experience (221 KB)
Takayuki Saito, Keisuke Nishio, pp.57-62
In many companies, digital transformation is recognized as essential to improve corporate competitiveness in the future. In particular, multi-channeling and digitalization of customer contact points has brought attention to digital marketing that makes use of customer contact point data. To improve corporate marketing capability, the customer contact point data must be utilized to deepen customer understanding from diverse perspectives to make the customer experience (CX) better. Meanwhile, many companies in Japan have yet to build the data utilization platform to achieve this. Based on its extensive experience in building the data utilization platforms with many customer companies, Fujitsu has derived an original approach to building. The data utilization platform built by applying this approach facilitates enhancement of corporate marketing and deepening of customer understanding, which leads to the optimization of CX. This paper makes clear the present state and issues to be solved in terms of building the platform to utilize data in companies and presents an approach to solve these issues.
AI for Matching Company-Owned Content with Consumer Needs (273 KB)
Naoyuki Echizenya, Keisuke Fujita, Yuji Tazaki, pp.63-68
It has long been said that we are in an age of oversupply and information overload. In a time like this, one key issue for companies is the appropriate provision of various types of company-owned products and content according to consumer needs. There are many marketing operations support tools available for resolving these issues. Even with these tools, however, it is difficult to accurately identify consumer preferences and standardize know-how that depends on individual marketers. To address these issues, Fujitsu offers the big data analysis and utilization platform Marketing AI Container (hereafter, Marketing AI Container). This is intended for learning consumer preferences and marketers' know-how by making use of AI technology to propose optimum products and content to individual consumers while reducing the burden on marketers. Accordingly, issues facing consumers and companies in content matching can be resolved. Working jointly with Fujitsu, Nippon Shuppan Hanbai Inc. (hereafter, Nippan) developed SeleBoo, a service that utilizes Marketing AI Container to facilitate improvement of the appeal of sales floors. This paper presents issues regarding content matching and an outline of Marketing AI Container together with Nippan's work as an example of adoption of the service.