29
2011 30
I 31
2:54 3:01 3:01 2:53 2:56 3:12 3:12 3:17 3:16 3:18 0:25 0:26 0:17 0:21 0:27 0:25 0:24 0:23 0:24 0:23 0:44 0:48 0:47 0:43 0:40 0:43 0:42 0:39 0:39 0:39 0:15 0:17 0:13 0:12 0:17 0:18 0:17 0:15 0:17 0:16 - - 0:05 0:02 0:07 0:19 0:29 0:29 0:35 0:36 32
33
3 34
35
+ 36
37
EC CGM SNS 1 Consumer Generated Media 2 Social Networking Site 38
Wiki CGM 39
Google 40
Web2.0 41
42
3 Video On Demand 4 Digital Video Recorder HDD 43
XML RSS RSS 5 A 6 RDF Site SummaryRich Site SummaryReally Simple Syndication 7 ipod 44
45 RSS e CLICK! CLICK! CLICK! CLICK! XML
Flash ( ) 100 NEC NEC http://www.ecotonoha.com/ 46
Google Maps Ajax 9,000 8 9 Web 47
TV 48
49
CGM CRM Long Tail 50
Long Tail 51
10 IP 1 CATV 3 11 15 p.48 IP 52
53
54
55
ROI 12 Return On Investment 56
ROI 13 14 Media Representative 57
Web 58
E 3,000 AIDMA 59
AIDMA AICMAS 15 Sales Promotion 16 Customer Relationship Management 17 2005 5 1 p.56 AISAS A Attention I Interest S(Search)A Action S Share 60
SNS Web AI C MAS 61
62 TPO TPO WEB SEM TPO TPO WEB SEM
63 CRM CRM
64 EC EC Web (SCM) E EC EC Web (SCM) E E 18 4 Product Price Place Promotion E E
65
19 CCI 2003 2004 CCI 2005 66
67
ROI 1,799 2,405 1,276 862 4,816 584 4,260 3,677 398 3,150 270 2,667 2,175 100 180 1,685 50 105 350 650 932 1,255 1,623 1,980 2,294 2,593 28 1,284 707 795 978 68
1 20 Ford 2005 15 http://www.adage.com/news.cms?newsid=45863 MSN IABARF Dove Nutrium Bar 15 http://www.iab.net/xmos/pdf/xmosdatadove.pdf 69
Below the line 70
1960 21 15 http://www.mizuhocbk.co.jp/fin_info/industry/m1015.html 71
72 + / ROI E 2 Long Tail + + / ROI E 2 Long Tail + 3
M&A 22 23 Simultaneous 1 73
74
75 +
76
EPIC2014 24 http://www.robinsloan.com/epic/ http://www.probe.jp/epic2014/ 77
2005 2005 Web Web 2003 MBA 78