Japanese consumers have seen drastic changes in the information environment in the wake of the ongoing information deluge and social media’s proliferation in recent years. In response, Naoyuki Sato, founder of fanbase company Inc, advocates abandoning traditional marketing techniques in favor of a fan-based approach, the concept of which differs from both customer centricity and fan cultivation. We spoke to Mr. Sato about the basics of the fan-based approach and its applicability to the financial services industry.

Download (2.12MB)

About the Author

• 

  Naoyuki Sato

  Chairman

  fanbase company Inc

• 

  Hajime Minamimoto

  Chief Expert

  Digital Insurance Planning Department
  Nomura Research Institute