Preparing for the Next 10 Years
To cut to the chase, if INNOCEAN were an advertising company for the past 10 years, it must evolve into a true global marketing communications company in the next 10 years.
What has changed and what has not changed in the last 10 years?
The biggest change could be the emergence of smartphones, and the birth of a new platform called Apps (applications). A new web environment called Social Network Service has surfaced as well. This is a new method by which we can convey our thoughts and images at a small cost to whomever we want all around the world if we set our mind to do so.
How has your work changed in the past 10 years? What has changed, and what has not? I can assure you that those who have faced and led the changes are now walking along the road to success, and those who have feared changes are in a state of decline.
SNS is changing our industry from ‘B to B’ to ‘B to C’. As I had mentioned in the 5th anniversary commemoration speech, the current transition from ‘B to B to C’ is actually happening rapidly and is expected to accelerate in the future.
Such a network between consumers is completely overturning the current marketing routes. Research conducted by the Nielsen company shows that the inconvenient truth where approximately 90% of consumers are relying on other consumers’ ratings and recommendations rather than any other type of advertising is becoming a reality.
The company’s organization, sales method, and going forward, its production method should all change to cope with the rising power of consumers. The advertising industry, which relies on clients’ growth, is no exception.