Media Strategy posts
What Is Native Advertising? Types, Benefits, and Success Cases
A practitioner's guide to native advertising — covering the IAB definition and three conditions, the six types (in-feed, paid search, recommendation widget, promoted listing, in-ad, custom), benefits and drawbacks, major media (Meta, X, LINE, SmartNews, Outbrain, etc.), success patterns across B2B SaaS, D2C, and large brands, funnel-based KPI design, and how native ads differ from stealth marketing under Japan's Act against Unjustifiable Premiums and Misleading Representations.
Shusaku Yosa
How to Create a Whitepaper | Effective Structure and Trade-Show Lead Reactivation
A practical guide to creating whitepapers that drive results — covering goal and target setting, theme selection, the standard structure (cover, problem, solution, case studies, CTA, company info), writing and design execution, LP and form design that lifts download rates, reactivating trade-show leads, distribution channel design, KPI and improvement cycles, and how to decide between in-house and outsourced production.
Shusaku Yosa
How to Plan a Seminar: A Complete Guide with Preparation Checklist
An end-to-end guide to seminar planning and preparation. Covers the four planning steps (goal/KGI-KPIs, target and personas, theme and content design, budget and team), a three-month preparation timeline, day-of operations and post-event follow-up, a phase-by-phase preparation checklist (planning / demand-gen and ops / day-of and post-event), and common pitfalls including goal drift, demand-gen shortfall, and thin follow-up.
Shusaku Yosa
Inside Sales and Marketing Alignment: The Roles of SDRs and BDRs
A practitioner-focused guide to aligning inside sales and marketing — covering SDR (inbound-response) and BDR (outbound new-logo) roles, the division of labor in The Model, the four steps of alignment design (lead stage definitions, hand-off SLAs, data/tooling foundation, shared KPIs), funnel metrics, and common pitfalls including finger-pointing, lead neglect, and content supply gaps.
Shusaku Yosa
What Is a Marketing Funnel? A Guide to AIDA, AISAS, and Other Major Models
A complete guide to the marketing funnel: the basic concept of mapping the customer journey, the three foundational shapes (purchase, influence, double), major buyer behavior models (AIDA, AIDMA, AISAS, AISCEAS, DECAX, SIPS, Dual AISAS, 5A), the B2B funnel, and four steps to put it all into practice.
Shusaku Yosa
10 Ways to Improve Email Open Rates: Subject Lines, Send Timing, and Personalization
10 practical tactics for lifting newsletter open rates, organized around four levers: subject lines (the 4 U's), send timing, personalization, and list management. Covers industry benchmarks, iOS 17 Apple MPP impact, KPI design, and A/B testing workflow.
Shusaku Yosa
What Is Opt-In? Differences from Opt-Out and Legal Considerations for Email Marketing
Learn what opt-in is, how it differs from opt-out, the regulations under Japan's Act on Specified Electronic Mail, the Specified Commercial Transactions Act, and the Act on the Protection of Personal Information, plus display obligations, double opt-in, penalties, and operational tips for email marketers.
Shusaku Yosa
What Is a Step Email? Scenario Design and Success Stories
Learn what step emails are, how they differ from newsletters, the 5-step scenario design process, industry-specific examples, success stories from B2B SaaS, EC, and study-abroad agencies, and key KPIs and improvement tips.
Shusaku Yosa
How to Build an HTML Email | Design Examples and Free Templates
Learn what HTML email is and how it differs from plain text, with a 5-step build process (goals, wireframe, coding, testing, measurement), design examples by industry, free templates and tools, and tips on spam, compliance, and lifting open and click rates.
Shusaku Yosa
What Is the OODA Loop? Differences From PDCA and How to Apply It in Decision-Making
The OODA loop is a four-step framework—Observe, Orient, Decide, Act—for fast, high-quality decisions. Learn how it differs from PDCA, how to apply it in ad operations and marketing, and the practical steps to start running OODA loops today.
Shusaku Yosa
How to Conduct STP Analysis: A Guide to Segmentation, Targeting, and Positioning
A practitioner-oriented guide to STP analysis (Segmentation, Targeting, Positioning): its meaning and purpose, Philip Kotler's three elements and how to work them, a six-step approach, industry examples for B2B SaaS, D2C, and restaurants, differences and combinations with 3C, SWOT, and 4P, common mistakes and countermeasures, and how to apply it to advertising and marketing strategy.
Shusaku Yosa
What is Five Forces Analysis? 5 Threats and How to Apply It
A practical guide to Porter's Five Forces analysis: the meaning and purpose of the framework, the substance of each of the five threats (rivalry, new entrants, substitutes, buyer power, supplier power), how industry profitability is shaped, comparisons with 3C, SWOT, PEST, and value chain analysis, a 5-step process, B2B SaaS / D2C / restaurant industry examples, common pitfalls, and applications to advertising and marketing strategy.
Shusaku Yosa