Cross Marketing Group

Basic Information

Stock Code
3675
Industry
Information and Communications
Category Detail
Professional Services for Businesses
Prefecture
Tokyo
Establishment Year
June 2013
Listing Year
June 2013
Official Website
https://www.cm-group.co.jp/
TSE Information
TSE Information
Yahoo! Finance
Yahoo! Finance
Other Companies
Syncreyer, Bulk Holdings, GMO Research & AI, Macromill, Global Information, Neo Marketing, Asmark, Intage Holdings, MS&C Consulting, LTS, Mercuria

Overview

Cross Marketing Group is a major marketing research firm in the information and communications industry, established in 2013. It provides comprehensive marketing support leveraging a global network and diverse research methods.

Current Situation

Cross Marketing Group achieved consolidated sales of approximately 26.185 billion yen in the fiscal year ending June 2024, establishing a solid position in the information and communications industry. It operates in three fields: digital marketing, data marketing, and insights business, with approximately 1,683 employees providing diverse services. It conducts global operations with over 20 bases worldwide, utilizing a panel network of 13.95 million people. In recent years, it has strengthened its IT solutions field, offering various surveys and consulting services to comprehensively support customers' marketing processes. Toward sustainable growth, it promotes data-driven strategies, actively investing in new businesses and expanding overseas bases. It is enhancing operational efficiency through internal integration and subsidiary mergers, and continues to pursue strengthened market competitiveness. It also focuses on sustainability and social contributions, aiming for long-term enhancement of corporate value.

Trivia

Interesting Facts

  • The group holds a research panel of 13.95 million people.
  • Significantly expanded business areas through holding company transition in 2013.
  • Deploys global marketing with over 20 bases worldwide.
  • IT solutions business possesses technology surpassing industry standards.
  • Multiple subsidiaries have established unique positions within the industry.
  • Strategic collaborations with multiple subsidiaries such as Cross Communication.
  • Has grown business through continuous M&A since establishment.
  • One of the few major domestic companies strong in SNS marketing.
  • Maintains high information management standards as a Privacy Mark certified company.
  • Global company capable of multilingual research.
  • Features multifaceted marketing support spanning numerous markets.
  • Has never been downgraded from Tokyo Stock Exchange listing category since founding.
  • Highly evaluated for consulting utilizing survey results.
  • Company steadily growing on the Tokyo Stock Exchange Prime Market.
  • Head office located in Tokyo Opera City in central Tokyo.

Hidden Connections

  • Accelerating fusion with IT technology through capital and business alliance with VOYAGE GROUP.
  • Major shareholder Igarashi from core group company supports management stability.
  • Business alliance with Rakuten Insight for collaboration with major online research company.
  • Realizes one-stop marketing services through diverse subsidiaries.
  • Early entry into Southeast Asian market, strength in Asian marketing.
  • Internal management system corresponding to strengthened privacy protection laws serves as model case for other companies.
  • Possesses industry-crossing know-how including EC site operations at consolidated subsidiaries.
  • Cross Marketing brand has gained high recognition and trust within the industry.

Future Outlook

Growth Drivers

  • Increasing demand for digital marketing domestically and internationally
  • Service sophistication through big data and AI utilization
  • Overseas market expansion centered on Asia
  • Growing needs for in-depth consumer insights
  • IT solution demand linked to corporate DX promotion
  • Increasing marketing strategies considering sustainability
  • Growing importance of cross-channel integrated marketing
  • Customer data anonymization technology improvements and privacy compliance
  • Broad business foundation expansion through new businesses and M&A
  • Efficiency gains through evolution of online survey technology

Strategic Goals

  • Achieve over 50% global sales ratio
  • Improve customer satisfaction through sustainable marketing measures
  • Establish domestic top-class AI and data analysis technology
  • Realize workplace environment emphasizing diversity and inclusion
  • New products and services annual sales exceeding 20 billion yen
  • Strengthen network through increased subsidiaries and bases domestically and internationally
  • Expand customer base and deepen long-term transactions
  • Enhance corporate value considering sustainability
  • Establish leadership in marketing privacy protection standards
  • Market diversification through service expansion into new industries

Business Segments

Marketing Research Services

Overview
Supports marketing activities across a wide range of industries through diverse research methods and analysis.
Competitiveness
Utilization of 13.95 million domestic and international panel network
Customers
  • Consumer goods manufacturers
  • Advertising agencies
  • Consulting firms
  • Retailers
  • Financial institutions
  • Pharmaceutical companies
  • Automobile manufacturers
  • IT companies
  • Telecommunications carriers
  • Government agencies
Products
  • Internet Research
  • Group Interviews
  • Hall Surveys
  • Store Surveys
  • Overseas Surveys
  • Data Analysis Reports
  • Insight Extraction

Digital Promotion Support

Overview
Brand and promotion support services utilizing digital content and SNS.
Competitiveness
Integrated marketing leveraging diverse digital channels
Customers
  • Brand management companies
  • EC site operators
  • Entertainment industry
  • Travel industry
  • Beverage manufacturers
Products
  • SNS Marketing
  • IP Promotion
  • Digital Advertising Planning
  • Influencer Marketing
  • Campaign Operations

IT Solutions Business

Overview
Provides marketing-specialized system design and IT support.
Competitiveness
Integration of marketing technology and IT technology
Customers
  • Marketing companies
  • Retail
  • Manufacturing
  • Service industries
Products
  • Web System Development
  • Smartphone App Development
  • System Maintenance and Operations
  • IT Consulting

Consulting and Insights Business

Overview
Supports strategy formulation based on market data and customer analysis.
Competitiveness
Advanced analysis through abundant data and specialized knowledge
Customers
  • Corporate planning departments
  • Marketing departments
  • New business promotion
  • Product development departments
Products
  • Market Analysis Reports
  • New Product Planning Support
  • Customer Behavior Analysis
  • Promotion Effect Measurement

Overseas Marketing Business

Overview
Overseas marketing utilizing network of over 20 bases worldwide.
Competitiveness
Global infrastructure for multi-country survey response
Customers
  • Multinational corporations
  • Companies expanding overseas
  • Export companies
Products
  • Global Market Research
  • Multilingual Research
  • Overseas Customer Trends Analysis

Data Utilization Support Services

Overview
Technical support services to promote data-driven management.
Competitiveness
Tool development tailored to marketing practices
Customers
  • Data science departments
  • IT departments
  • Management strategy teams
Products
  • Data Analysis Tool Provision
  • Customer Analysis Support
  • Marketing Automation Support

Content Planning and Production

Overview
Plans and distributes smartphone-targeted digital content. Responds promptly to market needs.
Competitiveness
Content deployment leveraging information and communications technology
Customers
  • Publishers
  • Media companies
  • Advertising agencies
Products
  • Electronic Book Production
  • Manga Distribution Services
  • Text Content Production

Promotion Planning Support

Overview
Provides effective promotion planning leveraging consumer trends.
Competitiveness
Targeting accuracy based on data
Customers
  • Manufacturers
  • Retailers
  • Event planning companies
Products
  • Sales Promotion Planning
  • Campaign Planning and Execution
  • Consumer Behavior Analysis

Panel Network Operations

Overview
Manages 13.95 million panels and provides foundation for marketing research.
Competitiveness
Domestic top-class panel scale and accuracy
Customers
  • Own subsidiaries
  • Other research institutions
Products
  • Panel Management
  • Monitor Recruitment
  • Data Quality Management

Project Management Services

Overview
Supports smooth progress and quality assurance of survey projects.
Competitiveness
Abundant project track record and management system
Customers
  • Major client companies
  • Advertising agencies
Products
  • Survey Planning Management
  • Implementation Schedule Coordination
  • Quality Assurance

IT Infrastructure Services

Overview
Infrastructure development and operation services supporting the group's IT foundation.
Competitiveness
High-reliability system maintenance capabilities
Customers
  • Group subsidiaries
  • Mainly survey-related departments
Products
  • Server Operation Management
  • Security Measures
  • Network Construction

Customer Support Services

Overview
Provides high-quality support to customers and survey subjects.
Competitiveness
Prompt and courteous response capabilities
Customers
  • Survey participants
  • General consumers
Products
  • Inquiry Response
  • Data Collection Support
  • Aftercare

Competitive Advantage

Strengths

  • Large-scale panel network spanning domestic and international areas
  • Provision of diverse marketing research methods
  • Global business expansion capabilities
  • Advanced digital marketing technology
  • Service expansion through abundant subsidiaries and consolidated group structure
  • Strong IT solution development capabilities
  • Customer base capable of responding to diverse industries
  • Data-driven marketing support
  • Integrated promotion support capabilities
  • Business expansion through continuous M&A

Competitive Advantages

  • Operates in over 20 bases worldwide, enabling multi-country response
  • Collects high-precision survey data with 13.95 million panels
  • One-stop services spanning multiple marketing areas
  • Unique value provision through fusion of IT technology and marketing know-how
  • Optimization of management resources through consolidated subsidiaries and equity-method affiliates
  • Robust customer relationships and reliable survey execution system
  • Advanced marketing deployments such as digital advertising and IP promotion
  • Flexible service lineup strongly responsive to market trends
  • High consulting capabilities and business strategy support
  • Technological superiority in data analysis and utilization

Threats

  • Intense price competition and service differentiation from competitors
  • Ongoing investment burden to respond to rapid IT technology evolution
  • Cost increases due to strengthened regulations such as Personal Information Protection Law
  • Customer companies' budget reductions due to global economic uncertainty
  • Impacts from political and economic risks in overseas markets
  • Emergence of innovative research methods from new startups
  • Difficulty in service adaptation due to diversifying customer needs
  • Potential for misinterpretation of psychological survey results
  • Strengthened social scrutiny on data reliability assurance
  • Fluctuations in overseas business profits due to exchange rate variations

Innovations

2024: AI Utilization for Digital Marketing Optimization

Overview
Introduced AI analysis tools to enhance SNS ad optimization and customer targeting.
Impact
Achieved over 10% improvement in advertising effectiveness

2023: Expansion of Global Panel Network

Overview
Significantly increased panel registrants, centered on Southeast Asia.
Impact
Greatly strengthened overseas survey response capabilities

2022: Launch of IP Promotion Services

Overview
Deployed new promotion methods utilizing anime and manga content.
Impact
Improved appeal to younger customers

2021: Development of Data Utilization Support Platform

Overview
Provided proprietary platform enabling integrated analysis of marketing data.
Impact
Improved customers' decision-making speed

2020: Development of Online Hall Survey System

Overview
Built online interview system in response to the COVID-19 pandemic.
Impact
Achieved both survey continuity flexibility and cost reduction

Sustainability

  • Implementation of employee health support programs
  • Promotion of paperless operations to reduce environmental impact
  • Strengthening of CSR activities aiming for coexistence with local communities
  • Promotion of women's empowerment and diversity-respecting personnel measures
  • Improvement of work-life balance through work style reforms
  • Promotion of business efficiency through digital technology utilization
  • Human resource development through education support programs
  • Customer data protection through strengthened information security
  • Promotion of in-house energy-saving activities and renewable energy utilization
  • Efforts to improve employment rate for people with disabilities