Risk of deteriorating advertising and marketing efficiency
First written in FY2019. 3 of 6 entries say "Mitigated", first in FY2020-Q1. Latest entry: FY2024.
The whole theme swung hardest in 2018: 5 of 18 companies on the "Worse" side.
11 other companies' latest entry also says "Mitigated".
- FY2024MitigatedAnnual report
「The company has established various user-acquisition methods other than digital marketing. In particular, user acquisition at trade shows has been strong, partly due to the recent shift back to offline activities.」
To address the risk of deteriorating advertising efficiency, the company explained that it has established acquisition methods other than digital marketing and that acquisition at trade shows has been strong. - FY2022RestatedAnnual report
「The company will continue acquiring users mainly through SEO and paid search advertising, but any deterioration in advertising efficiency, including higher advertising rates due to changes in search-engine algorithms or the entry of competing companies, could materially affect the Group's performance.」
The company has reconfirmed the advertising-efficiency risk by specifying its reliance on SEO and paid search advertising, changes in search algorithms, and higher advertising rates. - FY2021-Q1RestatedAnnual report
「To expand the number of clients and order volumes, the company is continuing to invest in online advertising while optimizing advertising effectiveness.」
The company has reconfirmed its policy of continuing to invest in online advertising while optimizing advertising effectiveness. - FY2020-Q2MitigatedAnnual report
「In the matching business, the company sought to increase the number of clients placing orders and the order value per client by continuing to invest in online advertising while maintaining its previous advertising efficiency, and by increasing new clients and workers and raising average customer spend.」
The company is continuing to invest in online advertising while maintaining advertising efficiency, increasing new clients and workers, and raising average customer spend. - FY2020-Q1MitigatedAnnual report
「In the matching business, the company sought to increase the number of clients placing orders and the order value per client by continuing to invest in online advertising while maintaining its previous advertising efficiency, and by increasing new clients and workers and raising average customer spend.」
The company explained that it continued investing in online advertising while maintaining its previous advertising efficiency to address the risk of deteriorating advertising efficiency due to business expansion and competition. - FY2019First statedAnnual report
「The company will continue to improve advertising and marketing efficiency by accumulating user data and developing data-driven marketing, but deterioration in advertising efficiency as the business expands or as competing companies enter the market could materially affect the Group's performance.」
The company has newly disclosed deterioration in advertising efficiency due to business expansion and the entry of competitors as a risk associated with marketing investment.