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Vol. 55, No. 4, 2019, "Digital Marketing"

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

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Hideki Kiwaki, Corporate Executive Officer, Fujitsu Ltd.

Round-Table Talk

Forefront of Digital Marketing Launch of Customer-Centric Marketing


Human Centric Marketing for Customer-Centric Innovation of Corporate Marketing Activities
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-driven 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 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-driven marketing essential for future corporate activities-and Fujitsu's CX360 for its realization.

Maximization of Customer Experience Value

Fujitsu's Digital Marketing Method Realized with Customer Experience-Oriented Concept
The utilization of digital technology is now a pressing issue for companies, and its utilization for the field of marketing is particularly urgent. Meanwhile, the utilization of digital technology often involves significant investment in ICT. In addition, the wide scope of application of the technology has left many companies puzzled about where and how to start. Fujitsu offers digital marketing based on customer perspectives to a wide variety of industries. In the process, as factors hindering its realization, we have focused on the obscurity of the purpose of digital technology utilization and the division between tasks and ICT due to implementation by a sectionalized organization. To address this issue, Fujitsu proposes the use of a consulting method to develop a corporate culture of acting based on customer perspectives. This solves issues in terms of communication with customers, thereby contributing to the improvement of customer loyalty and corporate profits. This paper analyzes the essence of factors hindering promotion of digital marketing and presents the points to be understood by companies and Fujitsu's systematized consulting method.
Website Utilization Support with CXC3 to Enhance Customer Engagement
Recently, while companies are actively working on digital marketing, the reality is that many companies still have not grown out of the unidirectional method of providing information to customers and have been unable to utilize their websites as bidirectional channels. These companies face a problem: the loss of competitiveness because the emergence of smart devices excludes them from customers' options. In order to solve this problem, Fujitsu provides FUJITSU Digital Marketing Platform CX360, which supports customer-driven digital marketing. In addition, we have used this as the basis to systematize CXC3 (CXC Cube), a consulting framework that supports sophistication of customer contact points, including corporate websites. By making use of these systems, sophistication of long-term and deep relationships between customers and companies (customer engagement) is realized. This paper presents the conventional issues with sophistication of 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
With the progress of digitalization, digital contact points have gained 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 face their measures end up as specific cases of optimization and struggle to link the sales and marketing departments. For these companies, Fujitsu provides FUJITSU Intelligent Data Service Marketo (hereafter, Marketo), a cloudbased marketing automation platform that supports consulting to maximize the effect of digital marketing in BtoB, increased 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 employing Marketo.
Electric Commerce Building Solution to Realize True Omnichannel Capabilities
Recently, various 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 thought to be the experience of resolving customers' issues and that this is what improves customer loyalty. Accordingly, to achieve omnichannel capabilities, how solutions to customers' issues can be proposed is key. Fujitsu offers FUJITSU Business Application SNAPEC-EX (hereafter, SNAPEC-EX), an electronic commerce (EC) building solution that realizes omnichannel capabilities. This is intended to resolve customers' issues by linking companies' EC sites and brick-and-mortar stores in order to improve customer loyalty. This paper describes Fujitsu's idea of omnichannel capabilities and presents an outline of SNAPECEX, as well as an example where a customer's stores were provided with omnichannel capabilities.
Real-time and Automatic Internet Advertisement Delivery Service through AI Analysis and Data Integration
Internet ads have benefits not provided by conventional ads; they not only allow the numbers of page views and visits to be recorded but also make this data available for subsequent ads. However, there is an issue of insufficient human resources and departments within companies with ICT expertise, which is required to effectively utilize Internet ads. Outside Japan, ICT vendors provide one-stop services that cover an entire process, from target analysis and purchase of ad spots to ad delivery and data analysis after the delivery. Given this background, Fujitsu aims to realize a one-stop service for Internet ad delivery making use of AI technology and human resources such as data scientists, and applied such a service internally. We have made use of the knowledge and know-how acquired through this implementation to develop a system for automatically delivering Internet ads in real time and started offering it as the FUJITSU Intelligent Data Service AD Drive Programmatic Marketing Service (hereafter, AD Drive). This paper describes the process of the internal application of the Internet ad delivery service and outlines the AD Drive service.

Deepening of Customer Understanding

Data-Driven Marketing to Accelerate Decision-Making
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 Construction of Data Utilization Platform to Realize Optimization of Customer Experience
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 better. Meanwhile, many companies in Japan have yet to build the data utilization platform to achieve this. Based on its extensive experience in constructing the data utilization platforms with many customer companies, Fujitsu has derived an original approach to construction. The data utilization platform constructed by applying this approach facilitates sophistication of corporate marketing and deepening of customer understanding, which leads to the optimization of customer experience. This paper makes clear the present state and issues to be solved in terms of constructing the platform to utilize data in companies and presents an approach to solve these issues.
AI for Matching Company-Owned Content with Consumer Needs
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 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.

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