adtech:関西 2015 まとめと振り返り





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目次

adtech(アドテック)とは

Screenshot of adtech-kansai.com

〜世界最大級のマーケティング・カンファレンス〜

アドテックは世界7都市で開催されるマーケティング・カンファレンスです。 ニューヨーク、サンフランシスコ、ロンドン、シンガポール、上海、シドニーなど。 広告主、エージェンシー、ソリューションプロバイダー、メディアなどの 各ジャンルからトッププレーヤーが集まります。

公式サイトより

参加の感想

昨年に引き続き、2日ともVisitorパスで参加してまいりました。
初日はお昼すぎからの参加、2日目は朝からラストまでの参加となりました。

昨年は

  • マルチスクリーン
  • DMP
  • コンテンツマーケティング

あたりのテーマが多く見受けられましたが、今年は打って変わって

  • ブランディング
  • インバウンド・グローバルEC
  • ネイティブアド

などが多く見受けられた気がします。

こう見ると、時代の流れを写し出していると感じますね。

昨年の大局

マルチスクリーン

モバイル対応が当たり前になり、広告的な面やユーザの属性が代わりメディアとしても広告主としても対応が急がれた。

DMP

ユーザ環境の多様化を受け、以前より「面から人へ」という考え方が浸透。
データドリブンが注目されデモグラデータを活用したマーケティングとしてDMPが台頭。

コンテンツマーケティング

ユーザが広告慣れした影響かバナー広告の力は低下を辿り、若年層におけるマスメディアの影響力が低くなってきた。
また、リスティングなどは顕在層の刈り取りは得意だが、潜在層の情操は難しい。
その打開案としてコンテンツマーケティングが新たなSEO手法と相まって注目された。

今年の大局

ブランディング

刈り取り・効果という部分ではデジタル広告はまだまだ強い。
が、しかし今までマスメディアなどが多くを担っていたブランディング、潜在層→顕在層への引き上げ。という役割をどう考え行動していくか。
使えるデータが増え、ユーザとの接触ポイントも増えたが故に、課題も大きくなってきた。

インバウンド・グローバルEC

これから国内の消費は人口減少とともに確実に落ち込んでいく。
その中で海外からのインバウンド、グローバルを相手としたECをどう作っていくか。
海外と日本の文化の違いで、ECにどのような対応が迫られるか。などがポイントではないか。

ネイティブアド

昨今、ステマ・ノンクレなど問題が見え隠れしているネイティブアド。
しかし、メディア側からいうならばバナー広告はクリック率が下がり続け収益構造に無理が来ている。
また、スマホという小さい画面でのアクセスが増えているため、容易にバナー広告でスクリーンを専有してしまうとメディアブランドの低下に繋がる。
メディアの収益化、バナー広告の効果減少、潜在層→顕在層への引き上げなどを考えるとこの動きは必至であろう。

まとめ

簡単に今年の大局と個人の感想を合わせて紹介しましたが、今回参加してみて強く思ったことは一つでした。

「サービスや商品を愛し、顧客を愛せよ」

全てはこれに尽きると再確認した次第です。

あくまでマーケティングとは、良いサービスや商品をより多くの人に適切に届ける手段でしかない。
年々、技術革新と共に手法は増えたり廃れたりしますが、根本は一つです。

顧客に与えるべきBenefitとHowを間違えてはならない。

企業体としての目的、使命はそれぞれ存在しているだろうが、そのカルマを優先してHowを目的とした瞬間、それは良い物にはならない。

いろんな方との出会いと気づきを得れた良い2日間でした。

また来年も参加を、そして来年こそフルパスで参加したいと思います。

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