Digital Marketing: Driving New Awareness in Business Management

[Fujitsu Forum 2016 Event Report]

Fujitsu Forum 2016 was held on May 19 and 20 at the Tokyo International Forum. On May 20, Mr. Masanobu Iwabuchi, Partner at Deloitte Digital, Deloitte Tohmatsu Consulting LLC., introduced key points for a successful digital marketing, and Fujitsu introduced its internal practices. In the exhibition hall, a variety of marketing solutions using AI and other cutting-edge technologies that influence customers' next purchase behavior were showcased for different scenarios.

The Key to Digital Marketing: Know Your Customers Well

With the growing popularity of mobile devices, many consumers now own one or more mobile devices, allowing them to access the media at all times. Concerning the digital marketing that drives this era, Yasushi Kobayashi, Director, Digital Marketing Business, System Product Strategy Headquarters, Fujitsu Limited stated, "It is important to uphold the Customer First philosophy in which we consider customers as top priority," and said that focus should be given to work on the following three permanent themes: to entertain customers by learning about them through the advancement of digital technologies, to identify customers' interests and preferences from their behaviors, and to provide an optimal customer journey map for customers.

Next on the podium was Hironobu Mizuno, General Manager, System Product Strategy Headquarters, Fujitsu Limited, who explained that the fields of AI and robotics have been rapidly growing as the core of digital technologies through Internet of Things (IoT). He introduced application examples of these technologies in the digital marketing area, such as Deep Learning for detecting new purchasing behavior; Affective Media processing technology, which can identify human emotions using a gaze tracking sensor; and Robotics Design and the mediator robot Robopin that works among individuals to understand their feelings. These technologies are exhibited in the hall and Mizuno explained them as "challenges to influence customers' next purchase behavior by understanding their emotions."

Deep Learning technology detects and analyzes the smallest changes in customers' behavior that affects their purchase activities online

Collecting data on eye movements using a gaze tracking sensor to analyze consumers' behavior and understand psychological factors that lead to their purchase decisions

Robopin uses gaze-tracking and Deep Learning technologies to make recommendations based on customers' previous actions, interests and preferences

As a way to develop digital marketing that benefits the customer, Mizuno presented a case study of Nikkei Business Publications, Inc. using a video, emphasizing that it is important to work on enhancing both Systems of Engagement (SoE) and Systems of Record (SoR) in digital marketing.

"We can detect new customer behaviors and changes using digital technologies to generate new customer contacts. Fujitsu provides Human Centric AI Zinrai and Fujitsu Digital Business Platform MetaArc, which has incorporated Zinrai, as core technologies to support digital transformation in marketing," said Mizuno.

What Japanese Companies Should Do for a Successful Digital Marketing

Next, Mr. Iwabuchi from Deloitte Tohmatsu Consulting LLC. came up to the podium and explained the reason why companies should work on digital marketing. He stated, "With the progress of digitalization, information gaps and industry barriers have been eliminated, and marketing is now becoming more consumer-driven. Companies need to adapt to these changes in the world, and to do so, they need to carry out reforms such as digital marketing."
He listed three key actions for Japanese companies to take in order to succeed in digital marketing.

The first is to focus on the customers' point of view and proceed with digitalization. In this digital age, consumers have more power than ever. They prefer products and services that are customized or personalized for them. Consumers are the starting point for everything, so services must be provided from their point of view and all of the channels need to be digitalized by taking a mobile-first approach to win customer satisfaction.

As the second point, he stated the importance of having thorough analysis capabilities and global-scale planning and promotion capabilities by pointing out that many companies implement measures without having any usage scenarios. He added that it is important to develop top-down scenarios and perform bottom-up activities, such as KPI tracking and web architecture design, based on those scenarios, and also stated that the key to success is to perform both to reinforce the organizational framework for global-scale analysis and to perform budget management from a managerial point of view.

The third is cooperation between the CEO and CIO. He emphasized the importance for the IT department that manages data, the CEO, and the CIO to cooperate with one another in order to implement realistic actions. Mr. Iwabuchi concluded his presentation by highlighting the importance of IT-driven management reforms and the roles of IT in global management.

Fujitsu's Digital Marketing Practices

The last speaker at the podium was Yasuhiro Kano, Head of Marketing Unit, Fujitsu Limited, who introduced Fujitsu's current digital marketing practices.

To implement digital marketing, Kano started to enhance Fujitsu's presence in social media and events, recognizing the growing importance of contents as the type of products sold and the way they are sold change. In 2013, he launched FUJITSU JOURNAL ( and has worked daily on improving its quality and quantity as part of Fujitsu's content-based digital measures. He also developed mobile applications and communication methods that utilize the social media, taking a mobile-first approach. "By working to promote this concept within Fujitsu, I was able to convince Fujitsu's sales force of the importance of contents," he added.

He also shared his current activities in details: integrating SoE data scattered in multiple systems into a private DMP for a centralized management; introducing data-based marketing activities; and carrying out promotion activities based on individual customer scenarios using a marketing automation (MA) system.

Through these activities, he learned that the key to digital marketing lies in the ability to draw out and identify customer needs, interests, and preferences from data, communicate with customers based on scenarios that fit their purchase behaviors, and provide content at the right timing according to the needs of individual customers. "We are focusing on scenario-based promotion activities that utilize data," he stated.

Making Your Digital Marketing a Success: Changing Awareness Through Visible Results

Next, a discussion was held under the theme of "Making Your Digital Marketing a Success" with Mr. Iwabuchi from Deloitte Tohmatsu Consulting LLC. and Kano from Fujitsu as panelists and Kobayashi as moderator.

Kobayashi asked, "What difficulties did you encounter in putting digital marketing into practice?" In response, Kano said, "For our own social media, we make it a point to conduct interviews and write articles on our own. To implement digital marketing, related departments are required to adopt digital technologies in their conventional activities. Naturally, we encountered resistance in introducing new ways of doing things. So, in order to promote digital marketing, we first adopted digital technologies ourselves and showed other departments the success we had."

About establishing cooperation between the information system department and other departments dealing with customers, he stated, "We first set up a scenario and made a small prototype with repeated testing. We then made a correlation analysis between the measures we wanted to implement and their marketing effects. It is important to show numbers, so that management can visualize the results. If the effects are shown in numbers or figures, the mindsets of management and other employees will change."

Responding to his comment, Kobayashi concluded the panel discussion by saying, "I do understand that showing actual results of successful cases leads to changes in awareness of other departments and the management."

  • Masanobu IwabuchiPartner,
    Deloitte Digital
    Deloitte Tohmatsu Consulting LLC.

  • "Business Innovation Driven by Digital Marketing"Hironobu MizunoGeneral Manager, System Product Strategy Headquarters
    Fujitsu Limited

  • Yasushi KobayashiDirector, Digital Marketing Business
    System Product Strategy Headquarters
    Fujitsu Limited

  • Yasuhiro KanoHead of Marketing Unit
    Fujitsu Limited

Influencing Customers' Next Purchase Behavior Using AI and IoT

The exhibition hall showcased various solutions that were also introduced in the conference to give visitors the chance to experience them.

In the area of Marketing Automation with Machine Learning, a solution to deliver optimized and personalized contents was introduced.
Machine learning enables lead nurturing without any programming required.

Machine learning reduces the burden of programming which has been the issue of lead nurturing

Using AI, optimal answers are displayed in the order of the score

The Advanced Call Center Using Artificial Intelligence section featured a case study on Fujitsu call center operations. When a call center operator searches the database for answers to a customer's query, the results are displayed in the order of accuracy using AI. This increases the speed of solving customers' problems.

DMP provides a direct, personalized approach to prospective customers

Marketing Data Management Platform Accelerate Customer's Digital Transformation section presented a solution to identify and directly approach prospective customers who have not been contacted before, in addition to existing customers.
In the past, approach was made by using existing customer data only, but combining web access analysis with technologies to measure the marketing effect has made it possible to identify prospective customers from different perspectives.

Digital marketing, which is closely linked to corporate growth and competitive strategies, involves a wide range of efforts. Fujitsu provides support for advanced marketing in the digital era with AI and IoT technologies.