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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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.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.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.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.
上がらない事業を作ってしまっていたのでした。
こうしたケースは、少なくありません。 世に流通する
「
売上を上げる
CRM
テクニック
」
といったものに目が行き過ぎた結果、
CRM
を
「
ユーザーにものを
買わせ続ける活動
」
と考 えてしまう
「
誤解
」
に行きつき、ビジネスを失敗させ
てしまう。策士策に溺れるとは、このことでし
ょうか。
中長期的に、どういう顧客とのつながりを実現するか？
では、
EC
ビジネスにおける
CRM
活 動をどう考 えればいい のでしょう か？
私は、事業者とユーザーの間での
「
中 長 期での 深いつながり
」
を実現する
活動が
CRM
だと考えています。
長年のフ
ァン を 多 く抱 え る ブ ラ ンドを イメ ー ジし てくだ さ い 。 商 品 の 持 つ 良
さが十二分にユーザーに理解されているだけでなく、ユーザーとブランドの
間に良好な関係性があると思います。
売上を上げるための小手先のテクニ
ックに終始するのではなく、ユーザー
とのつながりを強固にすること。そこに顧客とコミ
ュニケーションを取りやす
い
EC
ビジネスならではのやり方を足していくことで、 ユーザーの 一 人 頭 の
LTV
が上がり、最終的に売上はついてきます。
具体的な
CRM
戦略の立て方や成功の秘訣は後半の章にて、事例ととも
に説明します。
030
第
1
部
博報堂が解き明かす
EC
に失敗する理由、成功するための問い
chap01_EC.indd 30chap01_EC.indd 30 2025/02/13 14:282025/02/13 14:28
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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.