PROGRAM

MC-6 The Optimal Balance between TV and Digital

"The Optimal Balance between TV and Digital" has long been a recurring theme, evolving with the times. In recent years, the rapid advancement of digital technologies and shifts in consumer behavior have significantly altered the balance of marketing initiatives and budget allocation between TV and digital channels.

This session will explore the creation of seamless customer experiences through the integration of offline and online strategies, as well as the building of sustainable brand value. By examining successful case studies from various companies, we will consider the future direction of marketing. The discussion will not be limited to methods like MMM (Marketing Mix Modeling) but will also include practical insights on budget allocation from the perspective of practitioners.

• Moderator

  

  Daisuke Tomozawa

  Persol Tempstaff

  CMO

  

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  Yasuhito Tanaka

  CEO, Grid Co. CMO, Yoshinoya Corporation Member of Brand Strategy Committee, Japan Sports Association Start-up support

  

• 

  Shunsuke Kagoshima

  DENTSU INC.

  Data Marketing Division Managing Director

  

• 

  Yumi Koizumi

  Earth Corporation

  Communication Design Dept.