March 2025
248 pages
7h 10m
Japanese
Content preview from EC起点の事業変革 博報堂式 ECから始める、これからのマーケティング
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図10.2.5 戦術立案のための「 問い」（ 再掲）
Q.4 EC
で買いたくなる情 報の「 タッチ ポ イント」って？
さらなる
EC
事業の拡大を実現するために、
EC
オリジナルの新商品を開発
することになりました。上申した事業計画では、テレビ
CM
で一気に認知を拡
大し、デジタル広告で顧客の購入を促すメデ
ィア プ ランを 想 定し て い まし た 。
しかし、このタイミングで原材料高の影響があり、初年度の宣伝費が予定
より
2
割カットさ れることに なってしまいます 。 元々のメディアプランをそのまま
実行してしまうと、認知が足りない状態で刈り取り型の広告が乱発されるこ
とになり、全体的な獲得効率が落ち込んでしまう可能性があります。
そ こで サトウとア カ サ カ は 、決 断しま す 。
「
思い切って 、ブ ラ ンド の 作り 方 を 変 え て み ましょう
」
それは、「
SNS
起点で商品を設計し、
EC
モールをタッチポ イントとして 活 用す
る」
というもの です
（
図10.2.6
）
。
EC
で 買いたくなる
情報の
「タッチ ポ イント」
って？
もう一度
物を買いたくなる
ための仕掛け
って？
長くファンで
いたくなる
ツボ
って？
Question
体
験 継
続購
入
235
第 10 章 「 六つの問い」を使って
EC
ビジネスを推進しよう
10
chap10_EC.indd 235chap10_EC.indd 235 2025/02/13 14:572025/02/13 14:57
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.