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SD item code:13048774
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Takaharu Yokoyama, Hirofumi Eieda (Author)
 Original text before translation
横山 隆治、榮枝 洋文 (著)
(178720)
JAN:9784798178721
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(178720)
JAN:9784798178721
Wholesale Price: Members Only
1 pc /set
In Stock
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| Dimensions |
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Format:46
Number of pages: 320 |
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Country of manufacture: Japan
Material / component: Format:Book (paper)
Year of manufacture: 2023
Product tag: None
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Description
| Crumbling. Advertising Business Models The following trends in the advertising business over the next 10 years are now self-evident, as predicted by the authors of this book in their 2014 book, "The Next 10 Years of the Advertising Business" (Shoeisha). *Marketing using data will become mainstream. *Awareness" and "attitude change" will be added to the effectiveness indexes of online advertising. *Creative development for video ads will advance. [Since the publication of "The Next 10 Years in Advertising Business," the advertising business has undergone major changes, including the spread of connected TVs, stricter regulations on targeted advertising, the distribution of advertising by various video distribution services, and the birth of a new advertising arena through the evolution of technology, such as the Metaverse and Tesla cars. In response to these developments, this publication once again forecasts future trends in the advertising business. In particular, the year 2023 will mark the beginning of major changes leading up to 2030. The following seven events are expected to be trends that will continue through 2030. *From [marketing support] to [business support *Japan local digitalization vs. global digital *Ad creative AI will begin in earnest *Collaborative collaboration between agencies and SIers has begun *SNS-driven communication planning has reached the point of CM creative *Marketing consulting vs. IT consulting intensifies *Demise of YouTuber Business and Review of Content - The Fall of TV Programming Continues In this book, "The Great Business Model Transformation Following Digitalization," we discuss how advertising agencies, which are becoming increasingly unprofitable businesses even if they are able to respond to digitalization, must change their business models and how they must restructure their current businesses as a first step to do so. The first step in this process is to restructure the current business. [The structure of this book is as follows] Introduction Trends that will continue until 2030 Chapter 1: Changes in the Last Decade and the Phenomenon Ahead of Schedule Due to the Corona Disaster Chapter 2: Changes in Advertising and Marketing are Leading Indicators of the Economy Chapter 3: The Common Sense of Data Utilization Reversed and Became Insane Chapter 4: How Will Marketing Change? Chapter 5: The Definition of [Advertising (Company)][Marketing] is Constantly Expanding Chapter 6: Media is the Era of Connected TV Chapter 7: The Rapidly Changing Industry Map Chapter 8: Drastic Changes in Advertising Agency Business Models Chapter 9 Functions and Skills Required of Next-Generation Advertisers |
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Other items from this category:
Advertising Business Models
The following trends in the advertising business over the next 10 years are now self-evident, as predicted by the authors of this book in their 2014 book, "The Next 10 Years of the Advertising Business" (Shoeisha).
*Marketing using data will become mainstream.
*Awareness" and "attitude change" will be added to the effectiveness indexes of online advertising.
*Creative development for video ads will advance.
[Since the publication of "The Next 10 Years in Advertising Business," the advertising business has undergone major changes, including the spread of connected TVs, stricter regulations on targeted advertising, the distribution of advertising by various video distribution services, and the birth of a new advertising arena through the evolution of technology, such as the Metaverse and Tesla cars.
In response to these developments, this publication once again forecasts future trends in the advertising business.
In particular, the year 2023 will mark the beginning of major changes leading up to 2030.
The following seven events are expected to be trends that will continue through 2030.
*From [marketing support] to [business support
*Japan local digitalization vs. global digital
*Ad creative AI will begin in earnest
*Collaborative collaboration between agencies and SIers has begun
*SNS-driven communication planning has reached the point of CM creative
*Marketing consulting vs. IT consulting intensifies
*Demise of YouTuber Business and Review of Content - The Fall of TV Programming Continues
In this book, "The Great Business Model Transformation Following Digitalization," we discuss how advertising agencies, which are becoming increasingly unprofitable businesses even if they are able to respond to digitalization, must change their business models and how they must restructure their current businesses as a first step to do so. The first step in this process is to restructure the current business.
[The structure of this book is as follows]
Introduction Trends that will continue until 2030
Chapter 1: Changes in the Last Decade and the Phenomenon Ahead of Schedule Due to the Corona Disaster
Chapter 2: Changes in Advertising and Marketing are Leading Indicators of the Economy
Chapter 3: The Common Sense of Data Utilization Reversed and Became Insane
Chapter 4: How Will Marketing Change?
Chapter 5: The Definition of [Advertising (Company)][Marketing] is Constantly Expanding
Chapter 6: Media is the Era of Connected TV
Chapter 7: The Rapidly Changing Industry Map
Chapter 8: Drastic Changes in Advertising Agency Business Models
Chapter 9 Functions and Skills Required of Next-Generation Advertisers