iProspect Japan Co., Ltd.
iProspect Releases White Paper “Future Focus 2022”, Explaining New Intersections Between Media and Society That Need Attention in order for Brands to Demonstrate Their Existential Value in Turbulent Times How should marketers respond to the rapidly changing values of consumers?
iProspect Japan (CEO: Koichi Kanai, Headquarters: Minato-ku, Tokyo) has released the latest edition of its annual report, “Future Focus,” which analyzes the marketing business and its trends by leveraging its global network advantage. 2022 – See you at the new media
The COVID-19 pandemic has completely changed the world, drastically changing consumer values and behaviors, and dramatically changing the way people live, work, shop, and interact with people. As the ability to adapt to constant change is required, the media are beginning to interact with society in new ways. “Future Focus 2022” states that media is the “intersection” of culture, content, data and technology. This multifaceted new media intersection is creating new business opportunities, innovation and transformation. This report unpacks the current situation, predicts the future of marketing, and examines the three most important potential intersections for brands. [Importance of reflecting corporate social responsibility and brand ethics in communication]
What is noteworthy this time is that the behavior, consciousness and values of consumers have changed dramatically in the last few years, and corporate marketing is also shifting to social orientation. Marketers will need to keep up with the times and adopt a
public-minded approach to their communications that reflects the values of a fair and sustainable society. From the intersection where various elements coexist, companies are required to look at consumers who exist beyond the media and support sustainable lives that take into account their values. In order to accelerate the growth of the brand and show its existence value, the intersection that functions emotion and reason at the same time is a very important key. Businesses need to be profitable to stay in business while ensuring business rationality and achieving social responsibility commitments and a positive human impact on society. This report is a quick way for marketers to accelerate the growth of their brands.
It provides real-world awareness and insights, advice, and practical examples to help you use it effectively.
[Main contents of “Future Focus 2022 – See you at the intersection of new media”]
1. Next and normal intersection
It introduces experimental efforts and innovations to adapt to new lifestyles of consumers and businesses. We consider new marketing approaches such as changes in commerce, acceleration of omni-channel experience strategies, and utilization of virtual worlds such as the metaverse.
2. The intersection of empathy and responsibility
The focus is on the changes in the nature of brands that have emerged in recent years due to the overlap of the corona disaster and the heightened ethical and moral awareness aiming for a fair society. An increasing number of companies are reviewing their own initiatives, such as supply chains and work styles, and taking concrete actions, and marketing is beginning to reflect ideas such as sustainability and inclusion. Here, we introduce examples of initiatives that demonstrate the significance of our existence to the world from the perspective of global citizenship.
3. The intersection of personal and private
As the value exchange between companies and customers becomes more clarified, the handling of personal information is an important factor that determines the credibility of a company. Tighter regulations on personal information protection and the abolition of third-party cookies will have a significant impact on marketing. We consider how marketing should be in this environment, data strategies, and alternative solutions.
A more detailed version of “Future Focus 2022 – See you at the intersection of new media” (Japanese version) can be downloaded from the special site below.
https://www.iprospect.com/ja/jp/news-and-insights/insights/future-focus-2022/ [Image 2
iProspect, part of the dentsu Group, is a global digital-first, end-to-end media agency. We combine media strategy and storytelling, digital expertise and audience knowledge to define the new realm of performance-driven brand building. iProspect accelerates the growth of the world’s leading brands such as Sonos, Cox, LG, Hilton, Levi’s, Budweiser, Microsoft, Procter & Gamble and more by providing human-centric solutions. . A global network of iProspect teams of over 8,000 media and performance experts across 93 markets worldwide. (https://www.iprospect.com/ja/jp/)
Overview of iProspect Japan
Company name: iProspect Japan (IProspect Japan Co., Ltd.)
Representative: CEO Koichi Kanai
Location: 1-8-1 Higashi-Shimbashi, Minato-ku, Tokyo
Established: December 2003
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