"Digital marketing" is a marketing method that utilizes "digital" such as the Internet and IT technology. For example, in the field of business-to-consumer transactions (BtoC), AI analyzes big data collected from smartphones and IoT devices, grasps the needs of individual users from the analysis results, and conducts digital promotions. Attempts are being made.
There is a "platform business" as an initiative to further accelerate digital marketing. Recently, an increasing number of companies are achieving growth by “launching platform businesses” or “participating in platform businesses.”
"Platform business" is a "business model that enables platform participants to exchange information on products and services and conduct business matching", for example, Rakuten and Amazon. Unlike "regular upstream/downstream transactions such as manufacturers, wholesalers, and retailers" and "direct transactions between suppliers and consumers via e-commerce sites," platform business is based on information related to products and services on platforms. It is characterized by being able to index and refer to from various perspectives and use it for making transaction decisions.
From the user's point of view, the information on the platform is broader and more objective than the information obtained from the sales representatives of business partners and the EC sites of individual companies. This is where the platform's superiority lies.
In this way, it is important for companies to respond to digital marketing and platform business in order to expand trading opportunities. To that end, it is essential to develop an integrated management environment for company data and to establish technology for analyzing big data obtained from platforms.
“Improvement of labor productivity using digital technology” means improving the productivity of the existing labor force population in light of the expected decrease in the labor force population due to the declining birthrate and aging population, and the limited labor force. This is an effort to maintain and improve production capacity by maximizing the capacity of the population. Specifically, by automating manual work through digitization, introducing remote work and enhancing work style reforms, we will help people who are raising children at home and those who cannot work full-time due to old age or medical treatment. means efforts to provide employment opportunities.
And in order to further increase the scope and effect of "automation through digitization", it is necessary to eliminate papers from information acquired from external business partners, standardize internal business processes, and convert them to processes that can be automated. is. Efforts to go paperless are also necessary for telecommuting employees to access the necessary business information online without having to come to the office.