Session summary

Up until now, marketing has been inclined towards capturing new customers by mass media, while it seems that existing customers have been left alone. However, due to the spread of the Internet and smartphones, messages can no longer be reached through conventional techniques. Moreover, due to the current conditions wherein consumers are easy to connect with through social media, word of mouth is more important than the one-sided messages of companies. Meanwhile, what is attracting attention nowadays is the communication policy through brand fans and ambassadors. Everyone may feel that those kinds of policies are important, but really, if it became a level system to be implemented, it is a fact that there would be many unclear points, such as how to establish KPI, or an organisation structure and so on. Therefore, We'd like to discuss with everyone the possibility of communication through fans and ambassadors, and the forming of an organisation for those communications.