What you need to do now
to prepare for widespread
adoption of Assistive Media
in the future
In the future, when Assistive Media is more widespread, perhaps
sei-katsu-sha will have fewer specific brand needs such as "I want this
product" or "I want a product with this specific function."
As Assistive Media independently selects and purchases regularly bought and
low-involvement items, sei-katsu-sha may lose interest in selecting and buying
items for themselves and may no longer have specific brand needs.
Also, sei-katsu-sha may come to focus on results only, and no longer be
concerned about how their problems are solved and their emotional needs
met, as they may no longer be able to grasp their own needs as a result of
the optimized purchasing behavior of Match-Me Journey. As a result, their
needs may become increasingly less specific.
Before
Specific needs
(Items/Functions)
After
-
By breaking free from life routines, sei-katsu-sha
themselves will no longer choose the items they
normally buy and items that anything will do
-
With the optimized purchasing behavior of
Match-Me Journey, sei-katsu-sha will no longer be
able to ascertain their own needs and will focus on
results only, unconcerned about how their problems
are solved and emotional needs are met
With sei-katsu-sha needs diminishing and becoming less specific as a result of
the spread of Assistive Media, sei-katsu-sha will likely shop by talking to their
smart speakers. "Buy our regular brand of milk,” “What’s the best way to get
red wine stains out?” “What’s the best-selling/cheapest toothpaste? ”
Searching for specific products or brands will decrease, which means that
Assistive Media will select the top ranking product for everything and
sei-katsu-sha will come to pick that item (No. 1 in top of mind, best matching,
top search result, No. 1 ranking, lowest priced, etc.). There will come a time
when products that just have a certain level of functionality/image or a
premium feel will not be selected.
When it does, companies and brands will need a meaningful purpose. They
will need to clearly identify how and when their products benefit sei-katsu-sha
with a clear purpose and situation relevant to everyday life scenes. It will be
vital for brands to be top of mind for sei-katsu-sha in these aspects.
As sei-katsu-sha’s needs shift from products to solutions, brands will also
need to change.
For brands to be selected by sei-katsu-sha and Assistive Media, rather than
simply selling products, they will need to expand the scope of their offering
to encompass “life solution” services that cater to the needs of sei-katsu-sha.
When it is difficult to offer these services on their own, companies could
partner with other companies to create a large ecosystem that offers life
solutions.
What sei-katsu-sha purpose, situation and emotion can your brand cater to?
Start considering now what kind of presence you want to be for sei-katsu-sha.
In the age of Assistive Media, the way information is delivered to
sei-katsu-sha will need to change, too. With the adoption of the IoT, it will be
possible to acquire abundant personal data on sei-katsu-sha, or Me Data, so
the method of communication will also be personalized according to the
situation of each sei-katsu-sha.
Also, if you can link your data (first-party data) and Me Data, visualizing how
far the relationship between target and brand has progressed becomes
possible. You’ll be able to plan the optimal moment and optimal message,
communicate, then verify the results individually.
To optimize brand and sei-katsu-sha engagement, start acquiring Me Data
and develop and utilize your company data as soon as possible.
device
behavior
-
Redefine brand value
Redefine
brand valuePURPOSE
BRANDING -
Business reform
LIFE
SOLUTIONS -
Data marketing
REAL-TIME
MARKETING
In the age of Assistive Media that will arise with the adoption of the IoT,
sei-katsu-sha will break free from boring routines, follow the Match-Me
Journey, a purchacsing process optimized for the individual, and have
diminished or non-specific brand needs.
Amid these changes in sei-katsu-sha, brands will need to redefine their own
value, change their business to offer life solutions, and build their marketing
around Me Data.
We hope that you will join us in embarking on preparations for the Assistive
Media age, which is steadily approaching even in the ASEAN region.
“THINK FUTURE-FORWARD”