Why Focus on "Perception"-"The Art of Marketing Marketing Techniques"

Evolution and complexity of marketing activities

Starting with the spread of smartphones, the digitization of daily life is rapidly advancing through recent environmental changes such as the epidemic of infectious diseases. With the evolution of sensors and data technologies, technologies and services are updated daily.

Digitization of consumer behavior drives the digitization of marketing. New services and tools are being created one after another, and the chaos map showing technology companies and services is becoming more complex. However, even if the efficiency and effectiveness of each measure increases, it often does not lead to the success of marketing activities as a whole. There is not always a total optimization on the extension of the partial optimization. Even though we have introduced the latest services, it may be difficult to link with existing activities and the results may not be successful. As the number of contacts increases, the influence of each activity has decreased relatively, and it has become difficult to build a brand with one-off measures and advertising activities.

On the other hand, if various points of contact and tools are well linked and the overall marketing activity is optimized, it can be said that the effect and efficiency have dramatically increased compared to the partially optimized activity.

Due to the complexity of the combination of activities, it has become inefficient to ask one advertising company for all marketing activities. It's hard to expect a versatile advertising company that specializes in all areas. Working with multiple advertising companies and partners is essential to keeping your brand competitive.

Needless to say, the introduction of new technologies and services as "new weapons" is essential to gaining a competitive advantage. For that purpose, it is necessary to have the ability to overlook the entire marketing activity, not the partial optimal operation. For effective management of business costs, it is effective to take a bird's-eye view of the entire value chain until raw materials become products and reach consumers. Similarly, for effective management of marketing and branding activities, it is very effective to take a bird's-eye view of the entire activity, focusing on consumer perception (perception).

In such a complicated environment, this book gives a bird's-eye view of all activities in order for brand managers and marketing teams to share current status awareness and future vision, plan and execute market creation and brand building, and make accurate decisions. It introduces "technique". And that marketing technique is the "perception flow model."

What is the Perception Flow Model?

The Perception Flow Model is an overall blueprint for marketing activities centered on changes in consumer perception. Since all activities such as marketing 4P, that is, products, prices, distribution / storefronts, measures, etc. are illustrated, it is effective for each activity to be accurately arranged and coordinated to realize overall optimization.

The Perception Flow Model was devised and named by the author who was involved in brand management of consumer goods. At the end of the 1990s, P & G's consumer goods brands began to be used as a brand management tool in the Japanese market. It has been expanded from detergents to deodorants, foods such as black tea, and domestic and foreign cosmetics. After that, we will greatly expand the scope of application to alcoholic beverages, automobiles, motorcycles, pharmaceuticals, home appliances, housing, etc. It has also been applied to intangible services such as cram schools, correspondence courses, insurance, IP (intellectual property), apps, electric power companies, broadcasting stations, and D2C and BtoB areas. It started with a brand organization of a foreign-affiliated company, but in recent years it has been operated by many Japanese companies. From "daily goods that are purchased frequently and repeatedly" to "durable goods that are frequently and highly involved", and from traditional large companies to start-up companies, they have demonstrated results in a wide range of business areas and are being used heavily. increase.

It has evolved as the scope of application has expanded, and has been upgraded along with its achievements. Initial operations were limited to experienced marketers, but as the application area expanded, research and improvement progressed, and it became a marketing tool that was easy to use for more marketers. This book is the first book to reorganize, condense, and combine all such experiences and knowledge into one.

The perception flow model is not a traditional approach of "how to sell" from the viewpoint of products, distribution channels, and sales, but "how to want and be satisfied" from the viewpoint of consumers and visualized. To do. As illustrated in Chapter 1, it has played an important role not only in brand development but also in market creation. In addition, visualization of various activities centered on consumers is easy to share among departments, and contributes greatly to building a consumer-centered organization and fostering culture.

The Perception Flow model has many excellent features. Focusing on consumer "changes in perception" that drive future consumer behavior is a major difference from the typical customer journey map that depicts existing consumer behavior. By expressing the future image that the brand is aiming for in the "overall blueprint", it will be easier to successfully orchestrate (integrate) many elements such as multiple departments, partners (advertising companies, PR companies, etc.), various new technologies, etc. .. When there is a change in the environment or measures, it is easy to quickly correct it and share it with the parties concerned.

First, there is a perception

Here, I would like to explain a little about "perception", which is an important concept included in the perception flow model.

The word perception is "perception" in the English dictionary, but in the context of marketing, "recognition" seems to be more accurate and can be understood as both "recognition" and "perception". ..

In this book, "cognition" is interpreted as what consumers understand and think in their minds, and "perception" as what consumers perceive through their five senses. "Cognition" is the state in which the brain interprets the "perception" captured by the sensory organs and understands the meaning. If you hear the sound of flying mosquitoes and feel itching in your arm, you will recognize from these two perceptions that there is a mosquito nearby and you have been stabbed.

Understanding cognition and perception should have not only the sender's perspective of "what to say and what to say" but also the receiver's perspective of "how to be heard and how to be understood". It also leads to.

(See this book for more information)

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Daisuke Otobe Representative Director, Ku Marketing Company, Inc.

After 17 years of P & G in Japan and the United States, he led the strengthening of marketing organization and the recovery and growth of business at European consumer goods manufacturers and Shiseido as the vice president in charge of marketing and CMO. Independent from 2018, incumbent. He supports the strengthening of marketing organizations and brand strategies of various domestic and foreign clients such as consumer goods and cosmetics, transportation equipment, home appliances, broadcasting stations, electric power, D2C, pharmaceuticals, IP, BtoB, etc. He is a Ph.D. (Business Administration, Kobe University). In his book, "Why does" strategy "make a difference? (Sendenkaigi), "Marketing Professional Perspective" (Nikkei BP).

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