In the new era of media, everything is different. Sei-katsu-sha can now gather, filter and transfer information anytime, anywhere. At a whim, they are able to shape their information experiences to their own specifications. At Hakuhodo we call this a sei-katsu-sha Driven Society.
Looking ahead toward the way lifestyles will change next, Hakuhodo and our fellow Hakuhodo DY group companies have brought a renewed focus to sei-katsu-sha insight and developed a new communication model, which we call Engagement Ring™.
Engagement refers to the state in which sei-katsu-sha view a company's activities as personally relevant. Stimulating feelings of personal relevancy in the Sei-katsu-sha Driven Society requires a broad range of expertise, so that multiple types of communication activities can be distributed across the optimum touchpoints at the right intensity and in the most advantageous order. This is the role of Engagement Ring™: It is a blueprint for the design of personal relevancy as a marketing communication strategy.
Engagement Ring™ comprises four rings around sei-katsu-sha; a central feel ring is encircled by choose, share and commit rings. By turning the rings, we are able to produce desired effects. An Engagement Theme, which gives rise to feelings of personal relevancy within sei-katsu-sha, serves as an umbrella for all four rings.
For nearly a century, AIDMA, a sequential, linear one-way model, has held sway in the advertising and marketing industries. But the advent of the Sei-katsu-sha Driven Society has necessitated new thinking. Engagement Ring™, which depicts the encounters between sei-katsu-sha and brands in a cyclical model, is drawing attention worldwide as a blueprint for enabling marketers to orchestrate the feelings and behavior of sei-katsu-sha.
