{"id":215,"date":"2017-03-14T13:19:04","date_gmt":"2017-03-14T04:19:04","guid":{"rendered":"http:\/\/www.jcdigital.jp\/?p=215\/"},"modified":"2018-03-26T10:19:19","modified_gmt":"2018-03-26T01:19:19","slug":"top-10-web-marketing-mistakes-japan-2017","status":"publish","type":"post","link":"https:\/\/www.zodigital.jp\/ja\/blog\/top-10-web-marketing-mistakes-japan-2017\/","title":{"rendered":"2017\u5e74\u7248 \u65e5\u672c\u4f01\u696d\u304c\u72af\u3059\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u306e\u5931\u6557\u30c8\u30c3\u30d710"},"content":{"rendered":"

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    \n
  1. CEO \u304b\u3089\u306e\u30e1\u30c3\u30bb\u30fc\u30b8<\/li>\n
  2. \u304a\u77e5\u3089\u305b<\/li>\n
  3. \u8ca1\u52d9\u60c5\u5831\u958b\u793a<\/li>\n
  4. \u793e\u4f1a\u3078\u306e\u8ca2\u732e<\/li>\n<\/ol>\n

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      \n
    1. \u81ea\u5206\u305f\u3061\u306e\u4f1a\u793e\u304c\u4f55\u8005\u306a\u306e\u304b\u3001\u3069\u3093\u306a\u3053\u3068\u3092\u652f\u6301\u3057\u3066\u3044\u308b\u306e\u304b<\/li>\n
    2. \u30e6\u30fc\u30b6\u30fc\u3092\u6b63\u3057\u3044\u88fd\u54c1\u30da\u30fc\u30b8\u306b\u5411\u304b\u308f\u305b\u308b<\/li>\n
    3. \u30b1\u30fc\u30b9\u30b9\u30bf\u30c7\u30a3\u306a\u3069\u306e\u30b5\u30af\u30bb\u30b9\u30b9\u30c8\u30fc\u30ea\u30fc<\/li>\n
    4. \u63a8\u85a6\u6587<\/li>\n
    5. \u30e6\u30fc\u30b6\u30fc\u306e\u9023\u7d61\u5148\u3092\u53d6\u5f97\u3059\u308b<\/li>\n<\/ol>\n

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      \u3060\u304c\u3001\u305d\u308c\u3092\u3084\u3063\u3066\u306f\u3044\u3051\u306a\u3044\u3002<\/p>\n

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        \n
      1. \u30b9\u30e9\u30a4\u30c9\u30b7\u30e7\u30fc\u306f\u3001\u30e6\u30fc\u30b6\u30fc\u306e\u76ee\u3092\u3042\u306a\u305f\u305f\u3061\u306e\u76ee\u6a19\u304b\u3089\u9060\u3056\u3051\u308b\u3002<\/li>\n
      2. \u30e6\u30fc\u30b6\u30fc\u306b\u3068\u3063\u3066\u3001\u3086\u3063\u304f\u308a\u30b9\u30af\u30ed\u30fc\u30eb\u3059\u308b\u3053\u3068\u306f\u96e3\u3057\u304f\u3001\u753b\u50cf\u306f\u76ee\u306b\u7559\u307e\u3089\u306a\u3044\u3002<\/li>\n
      3. \u30b9\u30e9\u30a4\u30c9\u30b7\u30e7\u30fc\u306f\u30db\u30fc\u30e0\u30da\u30fc\u30b8\u306e\u8aad\u307f\u8fbc\u307f\u3092\u9045\u304f\u3059\u308b\u3002\u30a6\u30a7\u30d6\u30da\u30fc\u30b8\u306e\u8aad\u307f\u8fbc\u307f\u3092\u5b8c\u4e86\u3055\u305b\u308b\u306b\u306f\u3001\u3059\u3079\u3066\u306e\u753b\u50cf\u3092\u8aad\u307f\u8fbc\u307e\u306a\u3051\u308c\u3070\u306a\u3089\u306a\u3044\u3002<\/li>\n<\/ol>\n

        \u7b2c4\u4f4d \u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u30aa\u30fc\u30c8\u30e1\u30fc\u30b7\u30e7\u30f3\u3092\u4f7f\u308f\u306a\u3044<\/h3>\n

        \u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u30aa\u30fc\u30c8\u30e1\u30fc\u30b7\u30e7\u30f3 (MA) \u306f\u3001\u3042\u306a\u305f\u306e\u4f1a\u793e\u306e\u9867\u5ba2\u306b\u5bc4\u308a\u6dfb\u3063\u3066\u3001\u5546\u54c1\u8cfc\u5165\u306b\u81f3\u3089\u305b\u308b\u305f\u3081\u306e\u7d20\u6674\u3089\u3057\u3044\u30c4\u30fc\u30eb\u3060\u3002\u307e\u305f\u3001\u81ea\u793e\u306e\u9867\u5ba2\u3092\u30bb\u30b0\u30e1\u30f3\u30c8\u5316\u3057\u3001\u9069\u5207\u306a\u76f8\u624b\u306b\u3001\u9069\u5207\u306a\u30bf\u30a4\u30df\u30f3\u30b0\u3067\u3001\u9069\u5207\u306a\u5272\u5f15\u3092\u7528\u610f\u3059\u308b\u6700\u9ad8\u306e\u304d\u3063\u304b\u3051\u306b\u306a\u308a\u3001\u65e2\u5b58\u306e\u9867\u5ba2\u3078\u306e\u58f2\u4e0a\u3092\u4f38\u3070\u3059\u6a5f\u4f1a\u306b\u3082\u306a\u308b\u3002\u3053\u308c\u3089\u306f\u3069\u308c\u3082\u3001\u65e5\u672c\u4f01\u696d\u306e\u30d3\u30b8\u30cd\u30b9\u306b\u3068\u3063\u3066\u306f\u7d20\u6674\u3089\u3057\u3044\u30c1\u30e3\u30f3\u30b9\u3060\u304c\u3001\u591a\u304f\u306e\u65e5\u672c\u306e\u4e2d\u5c0f\u4e8b\u696d\u8005\u306f\u3001\u305d\u3046\u3057\u305f\u3053\u3068\u3092\u3057\u3066\u3044\u306a\u3044\u3002\u30c1\u30e3\u30f3\u30b9\u304c\u9003\u3055\u308c\u3066\u3044\u308b\u306e\u3060\u3002<\/p>\n

        \u7b2c5\u4f4d \u9ad8\u3059\u304e\u308b MA \u30bd\u30d5\u30c8\u30a6\u30a7\u30a2\u3092\u4f7f\u3063\u3066\u3044\u308b<\/h3>\n

        MA \u3092\u3082\u3046\u4f7f\u3063\u3066\u3044\u308b\u65e5\u672c\u4f01\u696d\u306b\u5411\u3051\u3066\u3002\u305d\u306e\u591a\u304f\u306f\u3001\u5927\u624b\u30e1\u30fc\u30ab\u30fc\u306e\u9ad8\u4fa1\u306a\u30d1\u30c3\u30b1\u30fc\u30b8\u30bd\u30d5\u30c8\u3092\u8cb7\u3063\u3066\u3044\u308b\u3002\u3053\u3046\u3057\u305f\u30d1\u30c3\u30b1\u30fc\u30b8\u30bd\u30d5\u30c8\u306f\u3001\u5e74\u959320\u4e07\u5186\u3001\u3082\u3057\u304f\u306f\u305d\u308c\u4ee5\u4e0a\u306e\u8cbb\u7528\u304c\u304b\u304b\u308b\u3002\u3053\u308c\u306f\u4e0d\u904b\u306a\u3053\u3068\u3060\u3002\u3044\u307e\u73fe\u5728\u3001\u540c\u69d8\u306e\u6a5f\u80fd\u3092\u3001Active Campaign (\u6708\u984d50\u30c9\u30eb)\u3001Drip (\u7121\u6599)\u3001Mautic (\u30aa\u30fc\u30d7\u30f3\u30bd\u30fc\u30b9)\u306a\u3069\u306e\u30b5\u30fc\u30d3\u30b9\u304b\u3089\u624b\u306b\u5165\u308c\u3089\u308c\u308b\u3002\u3082\u3057\u3001\u3042\u307e\u308a\u306b\u8907\u96d1\u306a MA \u30c6\u30af\u30cb\u30c3\u30af\u3092\u4f7f\u3063\u3066\u3044\u308b\u306e\u3067\u306a\u3051\u308c\u3070\u3001\u7686\u3055\u3093\u306f\u8cbb\u7528\u3092\u7121\u99c4\u306b\u3057\u3066\u3044\u308b\u53ef\u80fd\u6027\u304c\u3042\u308b\u3002\u3044\u304f\u3089\u304b\u7bc0\u7d04\u3057\u3066\u3001\u4eca\u3059\u3050\u3053\u308c\u3089\u306e\u5b89\u4fa1\u306a\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u3092\u59cb\u3081\u3088\u3046\u3002\u30a2\u30c3\u30d7\u30b0\u30ec\u30fc\u30c9\u304c\u5fc5\u8981\u306b\u306a\u308c\u3070\u3001\u5f8c\u304b\u3089\u3044\u3064\u3067\u3082\u3067\u304d\u308b\u306e\u3060\u304b\u3089\u3002<\/p>\n

        \u7b2c6\u4f4d \u30e9\u30f3\u30c7\u30a3\u30f3\u30b0\u30da\u30fc\u30b8\u3067\u306e A\/B \u30c6\u30b9\u30c8\u3092\u3057\u3066\u3044\u306a\u3044<\/h3>\n

        A\/B \u30c6\u30b9\u30c8\u306f\u3001\u7570\u306a\u308b\u30e1\u30c3\u30bb\u30fc\u30b8\u3001\u7570\u306a\u308b\u5272\u5f15\u3001\u7570\u306a\u308b\u80cc\u666f\u753b\u50cf\u306a\u3069\u3092\u8a66\u3059\u305f\u3081\u306e\u52b9\u679c\u7684\u306a\u30c6\u30af\u30cb\u30c3\u30af\u3060\u3002\u3069\u306e\u30e1\u30c3\u30bb\u30fc\u30b8\u304c\u9867\u5ba2\u306e\u53cd\u97ff\u3092\u547c\u3076\u306e\u304b\u3001\u5e38\u306b A\/B \u30c6\u30b9\u30c8\u3067\u8a66\u3059\u3079\u304d\u3060\u3002Google \u3084 Amazon \u3068\u3044\u3063\u305f\u4f01\u696d\u306f\u3001A\/B \u30c6\u30b9\u30c8\u3092\u901a\u3058\u3066\u30aa\u30f3\u30e9\u30a4\u30f3\u3067\u6210\u529f\u3057\u305f\u3002\u8fd1\u9803\u3067\u306f\u3001A\/B \u30c6\u30b9\u30c8\u3092\u3059\u308b\u306e\u306f\u672c\u5f53\u306b\u7c21\u5358\u3067\u3001\u5358\u7d14\u306a\u5909\u66f4\u3092\u958b\u767a\u8005\u4efb\u305b\u306b\u3057\u306a\u3051\u308c\u3070\u3044\u3051\u306a\u3044\u65e5\u3005\u306f\u3082\u3046\u7d42\u308f\u3063\u3066\u3044\u308b\u3002Otimizely \u3084 Virtual Website Optimizer \u306e\u3088\u3046\u306a\u3001\u7c21\u5358\u306b\u4f7f\u3048\u308b\u6700\u9069\u5316\u30c4\u30fc\u30eb\u304c\u3042\u308b\u3057\u3001WordPress \u306e\u30b7\u30f3\u30d7\u30eb\u306a\u30d7\u30e9\u30b0\u30a4\u30f3\u3060\u3063\u3066\u4f7f\u3048\u308b\u3002A\/B \u30c6\u30b9\u30c8\u3092\u5b9f\u65bd\u3059\u308b\u306e\u306f\u7c21\u5358\u306a\u306e\u3060\u3002\u3057\u304b\u3057\u306a\u304c\u3089\u3001\u8ca9\u58f2\u3092\u5411\u4e0a\u3055\u305b\u305f\u308a\u3001\u30ea\u30fc\u30c9\u3092\u96c6\u3081\u305f\u308a\u3059\u308b\u305f\u3081\u306b\u3053\u306e\u30c6\u30af\u30cb\u30c3\u30af\u3092\u4f7f\u3063\u3066\u3044\u308b\u65e5\u672c\u306e\u4e2d\u5c0f\u4e8b\u696d\u8005\u306f\u308f\u305a\u304b\u306a\u306e\u3060\u3002<\/p>\n

        \u6d77\u5916\u306eA\/B\u30c6\u30b9\u30c8\u306b\u3082\u3063\u3068\u52a9\u3051\u304c\u5fc5\u8981\u3067\u3059\u304b\uff1f \u5f53\u793e\u306e\u300cCRO\u30b5\u30fc\u30d3\u30b9\u300d<\/a>\u30da\u30fc\u30b8\u3092\u3054\u89a7\u304f\u3060\u3055\u3044\u3002<\/p>\n

        \u7b2c7\u4f4d \u56fd\u969b\u7684\u306a\u4f01\u696d\u9593\u53d6\u5f15 (B2B) \u306e\u305f\u3081\u306bLinkedIn\u3092\u4f7f\u3063\u3066\u3044\u306a\u3044<\/h3>\n

        \u3082\u3057\u3001\u3042\u306a\u305f\u304c\u5916\u56fd\u306e\u9867\u5ba2\u3092\u6c42\u3081\u3066\u3044\u308b\u306e\u306a\u3089\u3001\u305d\u3046\u3057\u305f\u9867\u5ba2\u3092\u63a2\u3059\u7d20\u6674\u3089\u3057\u3044\u65b9\u6cd5\u304c LinkedIn \u3060\u3002\u7b2c1\u306b\u3001\u6b27\u7c73\u306e\u30db\u30ef\u30a4\u30c8\u30ab\u30e9\u30fc\u88ab\u96c7\u7528\u8005\u306e\u307b\u307c\u5168\u54e1 (90%???) \u304c\u3001\u3053\u306e\u30b5\u30fc\u30d3\u30b9\u3092\u304b\u306a\u308a\u3088\u304f\u4f7f\u3063\u3066\u3044\u308b\u3002\u305d\u306e\u7d50\u679c\u3001\u3042\u306a\u305f\u306e\u4f01\u696d\u306f\u30bf\u30fc\u30b2\u30c3\u30c8\u306b\u7cbe\u5ea6\u826f\u304f\u72d9\u3044\u3092\u5b9a\u3081\u305f\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u3092\u884c\u3046\u3053\u3068\u304c\u3067\u304d\u308b\u306e\u3060\u3002\u4f8b\u3048\u3070\u3001\u81ea\u52d5\u8eca\u696d\u754c\u30675,000\u4eba\u4ee5\u4e0a\u306e\u5f93\u696d\u54e1\u3092\u6301\u3064\u4f01\u696d\u306e\u3001\u6700\u9ad8\u30ec\u30d9\u30eb\u306e\u5f79\u54e1\u305f\u3061 (CEO\u3001CTO\u3001COO \u306a\u3069)\u306b\u5e83\u544a\u3092\u5c4a\u3051\u305f\u3044\u3068\u3057\u305f\u3089? \u308f\u305a\u304b\u6570\u30af\u30ea\u30c3\u30af\u3067\u305d\u308c\u304c\u3067\u304d\u3066\u3057\u307e\u3046\u3002\u4eca\u65e5\u3001\u65e5\u672c\u4f01\u696d\u306f LinkedIn \u3092\u4f7f\u3046\u3053\u3068\u3067\u7c21\u5358\u306b\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u304c\u3067\u304d\u308b\u306e\u306b\u3001\u305d\u308c\u3092\u3057\u3066\u3044\u306a\u3044\u3002\u304a\u305d\u3089\u304f\u3001LinkedIn \u304c\u65e5\u672c\u3067\u306f\u4e00\u822c\u7684\u3067\u306f\u306a\u3044\u304b\u3089\u3060\u308d\u3046\u2026\u305d\u308c\u3082\u3001\u4eca\u306e\u3068\u3053\u308d\u306f\u3001\u306e\u8a71\u3060\u304c\u3002<\/p>\n

        Linked\u306e\u30ea\u30b9\u30c6\u30a3\u30f3\u30b0\u5e83\u544a\u306e\u30d8\u30eb\u30d7\u304c\u5fc5\u8981\u3067\u3059\u304b\uff1f \u300c\u30ea\u30b9\u30c6\u30a3\u30f3\u30b0\u5e83\u544a\u300d<\/a>\u30da\u30fc\u30b8\u3092\u3054\u89a7\u304f\u3060\u3055\u3044<\/p>\n

        \u7b2c8\u4f4d Google \u30a2\u30ca\u30ea\u30c6\u30a3\u30af\u30b9\u3092\u52b9\u679c\u7684\u306b\u4f7f\u3063\u3066\u3044\u306a\u3044<\/h3>\n

        Google \u30a2\u30ca\u30ea\u30c6\u30a3\u30af\u30b9 (GA) \u306f\u3001\u3042\u306a\u305f\u306e\u4f01\u696d\u306e\u9867\u5ba2\u3092\u30c8\u30e9\u30c3\u30ad\u30f3\u30b0\u3057\u3001\u81ea\u793e\u4f01\u696d\u306e\u30a6\u30a7\u30d6\u30b5\u30a4\u30c8\u4e0a\u306e\u30b4\u30fc\u30eb\u306b\u3069\u3046\u8fbf\u308a\u7740\u3044\u305f\u304b\u3092\u89e3\u6790\u3059\u308b\u306e\u306b\u4f7f\u3048\u308b\u3001\u7d20\u6674\u3089\u3057\u3044\u7121\u6599\u30c4\u30fc\u30eb\u3060\u3002\u3057\u304b\u3057\u3001\u305f\u304f\u3055\u3093\u306e GA \u30a2\u30ab\u30a6\u30f3\u30c8\u3092\u898b\u3066\u307f\u308b\u3068\u30012\u3064\u306e\u5927\u304d\u306a\u554f\u984c\u306b\u6c17\u3065\u304f\u30021) GA \u3067\u30b4\u30fc\u30eb\uff08\u76ee\u6a19\uff09\u3092\u8a2d\u5b9a\u3057\u3066\u3044\u306a\u3044\u3002\u305d\u306e\u305f\u3081\u3001\u30e6\u30fc\u30b6\u30fc\u306e\u30ab\u30b9\u30bf\u30de\u30fc\u30b8\u30e3\u30fc\u30cb\u30fc(\u8cfc\u5165\u306b\u81f3\u308b\u307e\u3067\u306e\u30d7\u30ed\u30bb\u30b9)\u3092\u8ffd\u3046\u3053\u3068\u304c\u3067\u304d\u306a\u3044\u30022) \u5916\u90e8\u30ea\u30f3\u30af\u3084\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u306e\u52b9\u679c\u3092\u8ffd\u8de1\u3059\u308b\u305f\u3081\u306e\u300cutm \u30d1\u30e9\u30e1\u30fc\u30bf (\u30ab\u30b9\u30bf\u30e0\u30ad\u30e3\u30f3\u30da\u30fc\u30f3)\u300d\u3092\u4f7f\u3063\u3066\u3044\u306a\u3044\u3002\u3053\u308c\u3089\u306e\u30c6\u30af\u30cb\u30c3\u30af\u3092\u3044\u305a\u308c\u3082\u4f7f\u308f\u306a\u3044\u3053\u3068\u3067\u3001\u65e5\u672c\u4f01\u696d\u306f\u3001\u81ea\u793e\u306e\u9867\u5ba2\u306e\u52d5\u5411\u3092\u8ffd\u8de1\u3059\u308b\u6a5f\u4f1a\u3092\u9003\u3057\u3066\u3044\u308b\u3002<\/p>\n

        \u30a2\u30ca\u30ea\u30c6\u30a3\u30af\u30b9\u306e\u30b5\u30dd\u30fc\u30c8\u304c\u5fc5\u8981\u3067\u3059\u304b\uff1f \u300c\u30a2\u30ca\u30ea\u30c6\u30a3\u30af\u30b9\u300d<\/a>\u30da\u30fc\u30b8\u3092\u3054\u89a7\u304f\u3060\u3055\u3044\u3002<\/p>\n

        \u7b2c9\u4f4d \u57cb\u8fbc\u307f\u578b\u30a2\u30f3\u30b1\u30fc\u30c8\u3092\u884c\u3063\u3066\u3044\u306a\u3044<\/h3>\n

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