Dentsu 2017 and Beyond –Innovation × Reinvention–

Growth Opportunity from a Macro Perspective b) Development of Marketing Convergence (1)

  • Furthermore, another keyword that expresses our growth opportunities is Marketing Convergence.
  • The spread of digital media and social media in recent years as well as changes in consumers’ behavior patterns and the evolution of technologies have definitely changed the relationship between companies and consumers in marketing activities.
  • As such changes unfold, it has become difficult for companies to succeed without linking each marketing process and individual measure organically, where they used to function separately in the past.
  • We define these changes as a whole as Marketing Convergence.
  • In an environment in which Marketing Convergence is progressing, companies require ever more focused strategies and tactics than before in order to raise the effectiveness of their marketing activities.