Tag: marketing
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Brand Safety
In the world of internet advertising, the term “brand safety” comes up from time to time. According to Wikipedia, the definition is as follows: “Brand safety is a set of measures that aim to protect the image and reputation of brands from the negative or damaging influence of questionable or inappropriate content when advertising online.”…
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Request for Unified Image
When working in marketing for large Western companies, there’s often a strong emphasis on maintaining a unified brand image. This is especially true for high-end fashion brands, but it also applies to B2B IT companies. In these companies, there are strict rules about logo usage, color schemes, photos, and layouts. For instance, when a European…
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Marketing Business Problems
In the early days of the Internet, many businesses offered performance-based SEO for Google and Yahoo, charging only based on results, like ranking in the top 10 or top 3. However, as Google and Yahoo evolved and their ranking criteria changed frequently, it became increasingly difficult to achieve those results, making performance-based models unsustainable. Looking…
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The Purpose of an EC Site is Not Just Sales
The main goal of an e-commerce site is obviously to get customers to buy stuff. If it can’t do that, then what’s the point? But there’s actually another purpose: using the site to drive traffic to a physical store by showcasing a wide range of products. It’s pretty rare for a typical store website to…
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Deliberately Aiming for a High Ranking in a Niche Field
When you sell on a major online shop, you can choose your category. If you simply list your book as “business books,” it will be challenging to achieve a high ranking due to intense competition. However, if you narrow down the category of business books further, the competition decreases significantly, making it easier to achieve…
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The Necessity of Marketing
It’s quite common in Japan for many companies to have sales teams but no dedicated marketing teams. Even among large companies with 1,000 employees, it’s not unusual to find 100 sales staff but no marketing department. At most, there might be a “public relations” department responsible for press releases and advertisements. Interestingly, website production often…