Keyword Marketing Releases Success Stories of 'Search Creation Marketing' on PIVOT

Keyword Marketing Inc. (Headquarters: Minato-ku, Tokyo; President: Takahiro Takizawa), a subsidiary of Vector Inc. (Headquarters: Minato-ku, Tokyo; President & CEO: Keiji Nishie; TSE Prime: 6058), has published video content on the business media platform 'PIVOT' featuring its unique methodology, 'Search Creation Marketing (SCM).'

In this content, Kentaro Ishihara, Manager of the Communication Strategy Office, explains the current state of the search advertising market and the basic strategies of SCM. He also presents successful case studies where SCM has been implemented.

What is Search Creation Marketing (SCM)? Search advertising, a form of internet marketing, is widely utilized as a highly efficient acquisition channel. However, due to the increasing number of entrants, cost-per-click (CPC) has been rising year after year, creating a structural problem where return on investment (ROI) often becomes unsustainable.

Given this background, the company is promoting SCM, a proprietary methodology utilizing PR that serves as a 'third option' beyond traditional awareness and conversion-focused tactics. By linking PR with advertising to increase the pool of potential customers, the method intentionally generates search behavior, allowing for efficient conversion acquisition.

This video content explains the rationale behind the 'creating searches' concept and how to implement it, after unpacking the structural reasons behind continuously rising advertising costs. It also introduces a case study where new search keywords were created through media-invited press briefings, successfully building a flow from search to inquiry acquisition. Furthermore, the video covers practical topics such as the difference between SCM and stealth marketing, the potential for search creation in the AI era, and how it can be operated without massive investment.