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
Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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.
事業者からのメッセージ 梅乃宿酒造 古澤
幸彦さま
古澤
幸彦
氏
上席執行役員
マーケティング 部
部長
梅乃宿酒造株式会社
梅乃宿酒造の古澤です。
本文でご紹介いただいた通り、我々は梅乃宿式
「
生活者共創マーケティン
グ
」
を、この数年実践してきております。
「
ユーザーと一緒にブランドを構築し、育てていくこと
」
を 主 眼 にし て 、全 て
のマーケテ
ィング施策を考え、実行に移していくことは、日々新しい発見ばか
りで、社員一 同ワクワクさせていただいています。
我々はこの活動を、自社／ブランドの認知を上げることから、商品開発を
行
って新たなファンを発見するところまで、梅乃宿酒造にとって新たな価値を
創出する全ての領域に広げています。
このように生活者共創マーケテ
ィングの 実 践をする中で、 我々が常に自ら
に 立 てる 四 つ の 問 い が あります 。
①いかに熱量の高いファン（コアメンバー）をつくることができるか？
②ファンが自らやってみたい、周囲に話したいと思える内容（体験）になっ
て い る か？
③ファン自らがさらに体験を発展させることができる自由度があるか？
④ ユーザーを楽しませるために、まず 企 業 側が 楽しいと感じられる内 容
か？
こうした問いを立て、きちんと生 活 者とワクワクするブランド体 験を作れて
いるかを確認することは、多岐にわたるマーケテ
ィング活動の中で非常に重
169
第 7 章
Q.4 EC
で買 いたくなる情 報 の「タッチ ポ イント」って？
chap07_EC.indd 169chap07_EC.indd ...
Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.
Read now
Unlock full access
More than 5,000 organizations count on O’Reilly
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.