Japan Marketing Solutions End-User Survey 2015
This study analyzes the findings of IDC's survey of marketing activities and IT usage in enterprises that have ten or more employees. In recent years, enterprises in Japan have made advances in the appointment of CXOs who serve as promoters of marketing activities and cross-organization management structures, as well as companywide policies concerning these issues. Nevertheless, the effects of unified activities on an organizationwide scale have yet to be realized, and instead issues such as insufficient skills on the part of the individuals actually performing such work and customer information being scattered throughout the organization are being encountered. For these reasons, IT has not yet reached the point of raising the efficiency of these activities to the level of contributing to total cost ownership (TCO).Market Analyst Yoko Motai of IDC's Japan Software and Security Group argues that, "Organizations are moving forward in terms of appointing CMOs and establishing cross-division marketing sections, but in order to move forward with solutions to issues in marketing activities in the future as well as the use of IT, a viewpoint that allows these enterprises a big-picture perspective on the marketing activities relevant to their business interests will be indispensable. Organizations need to make active use of consulting firms, advertising agents, and similar vendors to get a solid understanding of the goals that marketing needs to focus on from a management perspective, as well as where gaps need to be filled. Once an organization has that, it should go on to build more robust systems both for using personal data such as through the MyNumber system in the future, and for highly sustainable, cost-effective marketing activities.IDC Opinion Methodology Definition Executive Summary Essential Guidance Synopsis
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