【実践編】成長企業が使っている“第一想起”マーケティング 3つのポイント〈オーディオブック〉

Summary

The transcript discusses the marketing strategies of audiobook services, particularly focusing on the Japanese platform audiobook.jp operated by Obunk. The conversation highlights the importance of understanding the customer's needs and how audiobooks can fit into their lives, emphasizing the platform's efforts to be the top choice for Japanese audiobook content. The speaker, Iizumi from Obunk, shares insights on how they are working to make audiobooks more accessible and appealing to a wider audience, including business professionals and seniors. The summary also touches on the company's approach to real-life touchpoints, such as collaborating with stores selling headphones, to raise awareness about audiobooks. Additionally, it mentions the use of customer feedback to improve service offerings and the creation of campaigns based on user suggestions, like 'Revenge Reading' during the year-end holidays. The overall goal is to deepen the integration of audiobooks into daily life and to expand the service to new customer segments.

Takeaways

• 📚 The company is focused on promoting audiobook services and has been investing efforts in both online and offline marketing strategies to increase user engagement.
• 🎧 The concept of audiobooks is still in the early stages of market penetration in Japan, with many potential users not yet familiar with the format or its benefits.
• 💡 The marketing approach emphasizes the convenience and efficiency of audiobooks, especially for business professionals looking to consume knowledge in a time-effective manner.
• 🔍 The company pays close attention to the quality and variety of its content lineup, aiming to offer a wide range of books that cater to different interests and needs.
• 🎙️ There is a focus on the quality of narration, with careful casting to match the tone and genre of each book to enhance the listening experience.
• 🤝 The company is also exploring real-life, offline touchpoints, such as collaborations with stores that sell audio equipment, to introduce the concept of audiobooks to a broader audience.
• 📈 The strategy includes listening to user feedback through surveys and direct communication to improve the service continuously and tailor it to user needs.
• 📱 The company recognizes the importance of integrating their service into users' daily lives, suggesting that how users can fit audiobooks into their routines is crucial for the service's success.
• 👵 There is a specific interest in expanding the service to senior citizens, partly driven by the founder's personal motivation to provide accessible reading materials for those with visual impairments.
• 📈 The company has seen growth among business professionals and is now considering strategies to introduce the service to seniors, using a phased approach starting with shorter, more accessible content.
• 📈 The company's long-term vision includes expanding its reach to various customer segments, building on the success of its current business and senior-focused marketing strategies.

Q & A

What is the main focus of the company mentioned in the transcript?

The main focus of the company is operating a platform for audio content, specifically audiobooks, with the aim of popularizing audiobook services in Japan.

What is the current state of audiobook market penetration in Japan according to the discussion?

The audiobook market in Japan is still in the early stages of penetration, with many people not yet familiar with the concept or having used such services.

What is the strategy for marketing audiobook services to business professionals?

The strategy includes emphasizing the convenience and efficiency of audiobooks for knowledge intake, providing a wide range of business-related titles, and focusing on quality to ensure a satisfying user experience.

How does the company ensure the quality of the audiobook content?

The company pays attention to the selection of narrators who fit the worldview of the book, casting multiple narrators for dialogues and conversations, and working closely with the narrators to create an immersive experience.

What are the offline marketing efforts the company is undertaking?

The company is focusing on real-life touchpoints, such as collaborating with stores that sell headphones and other audio-related products to introduce potential customers to audiobook services.

How does the company gather feedback from users?

The company conducts regular surveys and holds user hearings to collect feedback, ensuring that all employees within the company can access and review the feedback in real-time.

What is the significance of the 'Revenge Reading' campaign mentioned in the transcript?

The 'Revenge Reading' campaign was designed based on user feedback about the ease of finishing books in audio format. It aimed to encourage users to utilize audiobooks during their free time at the end of the year to catch up on reading.

How does the company approach user onboarding for new customers?

The company designs a detailed user onboarding process, recommending short, easy-to-listen-to books initially and gradually introducing a wider range of content based on the user's evolving preferences and habits.

What is the company's approach to targeting the senior demographic?

The company's approach to targeting seniors is rooted in the founder's personal experience and the desire to provide a service that allows seniors to enjoy books despite visual impairments, with a focus on ease of use and personalization.

Why is the company considering expanding its marketing to seniors?

The company is considering this expansion due to the founder's personal motivation to serve seniors who love reading but face difficulties due to aging-related challenges, and the belief that audiobooks can enhance their experience.

What is the company's strategy for overcoming the challenge of introducing audiobooks to people who are not familiar with the concept?

The strategy includes creating physical touchpoints, such as books in bookstores, to introduce the concept of audiobooks and leveraging real-life experiences to make the service more relatable and accessible.

How does the company plan to improve its services based on user feedback?

The company plans to continuously monitor user feedback, identify common requests or issues, and make improvements to the service accordingly, aiming to increase user retention and satisfaction.