Abstract

They didn't increase advertising costs, and they didn't launch any blockbuster promotions. But they still managed to "double their new customer base in two months" and "grow sales 1.3 times year-on-year for five consecutive years." The reason is that they "revised" their previously successful marketing methods to suit the digital age!

In this book, author Nishii Toshiyasu, who serves as CMO (Chief Marketing Officer) for multiple companies, reveals for the first time his unique framework, "New Strategies for the Digital Age," developed from practical knowledge gained through over 20 years of experience. This is a must-read for managers and marketers who are worried about "not increasing customer numbers," "difficulty seeing the effectiveness of advertising," and "saturated sales." This book covers practical theories for sustainable business growth, including the importance of marketing from "before the sale" to "after the sale," and customer-centric marketing design!

◆New marketing strategies for the digital age
- "Post-sale" marketing is the key not only to improving LTV (customer lifetime value) but also to acquiring new customers
- "WHO (who in what state)" and "WHAT (the value of something provided by someone)" are important precisely because we are in the digital age
- "F0/F1 design," which connects with customers before they purchase, leads to optimized cost per acquisition (CPO)
- "UGC first."・Create a system that gathers word-of-mouth, then boost it with advertising.
- The keywords for keeping customers coming back are "effortless" and "habituation."
- To achieve LTV management, KPIs are designed with the "customer at the center."
- An agile marketing organization and execution capabilities to respond to an ever-changing market.

◆Explanation with abundant case studies.
Explanation based on marketing case studies from a variety of industries and services, not limited to DtoC and subscriptions, such as NTT Docomo (ahamo), Oisix, airCloset, Nike, restaurants, and the tourism industry.

◆Recommended for:
- Management: Those who want to learn about marketing strategies, methods, and organization building in the digital age that will continuously grow sales and profits.
- Marketers: Those who want to comprehensively learn customer-centered marketing to maximize LTV.
- New business development managers: Those who want to systematically grasp successful business models and "winning patterns."

Author’s Information

CEO of Synchro Inc.

Since 2003, he has worked in marketing, mainly e-commerce, at companies such as Dr. Ci:Labo. After his second trip around the world, he founded Synchro in 2016. In addition to providing marketing support to major companies and startups and building and promoting digital businesses, he also operates DtoC businesses such as "HOLICC," a line of items for both travel and work, and the golf club brand "NOOG," as well as a lodging business on remote islands. He currently serves as CMT of Oisix La Daichi, CMO of GrowthX, CDO at Kamakura Intel, and Senior Marketing Director of the Service Marketing Office, Marketing Strategy Department at NTT Docomo. In order to put marketing-driven management into practice, he continues to update his practical experience while concurrently serving as marketing manager for multiple companies. Publications: "How to Overcome Sales Barriers with Digital Marketing" (Shoeisha), "How to Overcome Sales Barriers with Subscriptions" (Shoeisha), and "Understanding Digital Marketing through Manga" (Ikeda Shoten).