Customer-Oriented Digital Transformation (DX)

Abstract

Historically, the printing industry has been instrumental in conveying information to Japanese businesses. However, the recent shift towards digital communication, accelerated by the pandemic, has led to complexities. Many companies are struggling to effectively reach customers through digital and physical platforms. Marketing strategies that focus solely on digital tactics yield low satisfaction with regards to sales. However, when combined with traditional physical strategies, they result in higher satisfaction. Considering these changes, printing companies are expected to understand and implement Digital Transformation (DX) at customer touchpoints. By doing so, they can enhance their value and aid the overall DX of Japanese businesses. Marketing automation (MA) is a promising tool that allows businesses to understand customers and automatically execute marketing scenarios across digital and physical platforms. This lecture addresses the challenges faced by many Japanese companies at customer touchpoints, features of marketing automation, and evolving demands of the printing industry.