{"id":3008,"date":"2019-03-26T11:36:02","date_gmt":"2019-03-26T02:36:02","guid":{"rendered":"http:\/\/www.valuecommerce.co.jp\/en\/?page_id=3008"},"modified":"2026-06-15T13:01:48","modified_gmt":"2026-06-15T04:01:48","slug":"affiliate_strategy","status":"publish","type":"page","link":"https:\/\/www.valuecommerce.co.jp\/en\/ir\/affiliate_strategy\/","title":{"rendered":"Strategy – Marketing Solutions Business"},"content":{"rendered":"

Strategy – Marketing Solutions Business<\/h2>\r\n
\r\n\"Taku\r\n\"Taku\r\n\r\n

Strategic Shift Toward the Narrative Era: From Telling to Being Told<\/h4>\r\n

Taku Hasegawa
Director
In charge of Marketing Solutions Business<\/p>\r\n\r\n

From \u201cBeing Seen\u201d to \u201cBeing Told\u201d About: New Competition in the Age of AI Search<\/h5>\r\n

The environment surrounding advertising and search is undergoing major changes. As AI search becomes increasingly common, users increasingly receive organized and summarized information, rather than searching for information themselves. In this context, it is not just official information disseminated by companies that is important. Information from third parties in reviews and comparisons, on social media, and in other channels is also important.<\/p>\r\n

Going forward, competition will shift from \u201chow much visibility a company can gain\u201d to \u201chow the company is told about\u201d. Companies will need to adapt to an environment in which the reasons their products and services are chosen are shaped not only by the information they disseminate themselves, but also by how they are evaluated and interpreted by third parties.<\/p>\r\n\r\n

From \u201cAdvertising\u201d to \u201cEmpathy\u201d: An Era in Which Third-Party Voices Create Value<\/h5>\r\n

Conventional advertising has largely focused on delivering messages designed by companies. However, as the ways in which users encounter information continue to change, one-way appeals are becoming less likely to resonate.<\/p>\r\n

Today, the experiences and evaluations of third parties, such as consumers and influencers, have become a source of trust, and they have a major influence on purchasing behavior. Information shared in contexts such as comparisons, interpretations, and recommendations generates empathy and shapes the reasons why products and services are chosen. We call this form of value creation, where information discussed in these contexts creates value and leads to purchasing behaviors, narrative marketing.<\/p>\r\n

In this way, the circulation and accumulation of third-party opinions has become an important element in the establishment of marketing value.<\/p>\r\n\r\n

From \u201cResults\u201d to \u201cReasons for Being Chosen\u201d: A Strategic Shift Toward Sustainable Growth<\/h5>\r\n

In response to these changes, we will transform our approach to business by moving beyond the conventional focus on generating results and increasing our emphasis on understanding why products and services are chosen.<\/p>\r\n

We will focus on the processes and contexts that lead to purchases, enhance the value of the information supporting users in making decisions, and deliver value across a wider range of touchpoints.<\/p>\r\n

Furthermore, while leveraging our existing business foundation, we aim to grow sustainably by expanding both the breadth and depth of our business through initiatives in new domains.<\/p>\r\n\r\n

In an era in which third-party voices play an increasingly important role, we will pursue a new form of marketing that contributes to the making of purchasing decisions and work to promote narrative marketing.<\/p>\r\n\r\n<\/div>","protected":false},"excerpt":{"rendered":"Strategy – Marketing Solutions Business Strategic Shift Toward the Narrative Era: From Telling to Being […]","protected":false},"author":49,"featured_media":0,"parent":17,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":[],"acf":[],"_links":{"self":[{"href":"https:\/\/www.valuecommerce.co.jp\/en\/wp-json\/wp\/v2\/pages\/3008"}],"collection":[{"href":"https:\/\/www.valuecommerce.co.jp\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.valuecommerce.co.jp\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.valuecommerce.co.jp\/en\/wp-json\/wp\/v2\/users\/49"}],"replies":[{"embeddable":true,"href":"https:\/\/www.valuecommerce.co.jp\/en\/wp-json\/wp\/v2\/comments?post=3008"}],"version-history":[{"count":10,"href":"https:\/\/www.valuecommerce.co.jp\/en\/wp-json\/wp\/v2\/pages\/3008\/revisions"}],"predecessor-version":[{"id":3876,"href":"https:\/\/www.valuecommerce.co.jp\/en\/wp-json\/wp\/v2\/pages\/3008\/revisions\/3876"}],"up":[{"embeddable":true,"href":"https:\/\/www.valuecommerce.co.jp\/en\/wp-json\/wp\/v2\/pages\/17"}],"wp:attachment":[{"href":"https:\/\/www.valuecommerce.co.jp\/en\/wp-json\/wp\/v2\/media?parent=3008"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}