Fujitsu's Digital Marketing Method Realized with Customer Experience-Oriented Concept

The utilization of digital technology is now a pressing issue for companies, and it is particularly urgent in the field of marketing. Such utilization often involves significant investment in ICT. In addition, the wide scope of applications for the technology has left many companies puzzled about how and where to start. Fujitsu provides digital marketing services from the customer's viewpoint to a wide variety of industries. In the process, as factors hindering its realization, we have focused on poorly defined digital marketing objectives and the fragmentation of tasks and ICT systems between departments due to a vertically segmented organization. To address this issue, Fujitsu proposes the use of a consulting method to develop a customer-oriented culture on the basis of a customer's viewpoints. This solves issues in terms of communication with customers, and thereby contributing to the improvement of customer experience, customer loyalty, and corporate profits. This paper analyzes the essence of the factors hindering the use of digital marketing, introduces the points to be understood by companies and Fujitsu's systematized consulting method.