From the Revolution in SNS Marketing to the Redefinition of the Gift Market: GiftX's Yuta Iitaka Discusses 'Thinking to Create Categories' [Category is Interview Published]

EXIDEA Inc. (Headquarters: Chuo-ku, Tokyo, Representative Director: Takuma Ogawa, hereinafter EXIDEA) has published an interview article with Mr. Yuta Iitaka, Representative Director of GiftX Inc., on its owned media 'Category is,' which specializes in category branding.

▼ Read the full article here:

https://wa-concept.net/category-is/interview_005

Background for the Interview Publication

In recent years, the commoditization of products and services in the B2B market has accelerated, and differentiation based solely on 'features' or 'price' is reaching its limits. Amidst this trend, 'Category Design,' a method of establishing a company's unique market and presenting new value standards to build a competitive advantage, is gaining attention.

'Category is,' operated by our company, is a specialized media that disseminates knowledge for establishing such products and services as 'category representatives' in the market.

In this interview article, we invited Mr. Yuta Iitaka, Representative Director of GiftX Inc., who, as CMO of Hotlink Inc., built overwhelming top-of-mind awareness for 'Twitter marketing means Hotlink,' and is now challenging the creation of new experiential value in the gift market.

Article Highlights

■ "I only go where I see a winning strategy": The philosophy of single-point breakthrough revealed by data

The reality revealed by data: 60% of X followers are for sweepstakes accounts. What are the winning strategies derived from a sharpened perspective, and the definition of 'high-quality followers' uniquely designed?

■ The reproducibility of 'shifting half an inch' mechanics proven by 'Nominar'
The unique event 'Nominar,' a portmanteau of 'drinking' and 'seminar,' online events launched in 3 days during the pandemic that generated 7,000 UGC in a week, and 200 national speaking engagements. The reproducible method of designing organic word-of-mouth by adding 'a slight sense of incongruity' to conventional strategies is discussed.

■ The Challenge of "Unwanted Gifts" Worth 2.3 Trillion Yen: Why Tackle a 10 Trillion Yen Market

Japan's gift market reaches approximately 10 trillion yen. On the other hand, it is estimated that about 2.3 trillion yen is spent on gifts that do not match the recipient's preferences. This article delves into the background and philosophy behind the design of 'GIFTFUL,' a social gifting service that allows recipients to re-select gifts, aiming to resolve this structural issue.

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• CEOs and marketers who want to escape functional and price competition with rivals

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