Post by account_disabled on Jan 6, 2024 4:31:33 GMT
*This content is a summary of Professor Yuna Kim's session on Listening Mind Conference 2023 day 1, in the era of Market 5.0, the most humane marketing survives. How can we meet customers who live digitally? We talk about true digital marketing that creates customer value through a people-centered approach that goes beyond technology trends. The essence and strategy of digital marketing When many marketers think of ‘digital marketing’, they usually place a lot of emphasis on ‘digital’ rather than marketing. If we focus on digital, we will spend a lot of time, effort, and money on introducing new technologies such as live commerce and metaverse when doing marketing. However, digital marketing is still essentially marketing.
The question begins with how we create customer value in digital. That's why we need to focus on how we create customer value, not how we will introduce technology. How to understand your digital customers To understand digital Special Data customers, you must also understand the concept of smartphone media that they carry with them at all times. Within 24 hours, they are already living a life of expressing themselves by holding this smartphone and continuously taking pictures and posting about their daily lives. And around them, they live a digital life in a process where they are recognized through likes and shares by their acquaintances and people in the communities they belong to. Therefore, if we want to understand digital customers, we need to deeply understand what kind of life they want to live, what they want, and what difficulties they have, and be prepared to respond to those customers. Paradigm shift in marketing:
from advertising to content Digital consumers are showing signs of not looking for advertisements and avoiding them a lot. So many marketers must now focus on content. This is what we are talking about. Since the digital environment is already a space where advertising, shopping, and life are combined, people only distinguish whether something is useful to me or not rather than whether it is an advertisement or content. That is why many experts say that it is more appropriate for us to approach them with more useful content rather than with advertisements.
The question begins with how we create customer value in digital. That's why we need to focus on how we create customer value, not how we will introduce technology. How to understand your digital customers To understand digital Special Data customers, you must also understand the concept of smartphone media that they carry with them at all times. Within 24 hours, they are already living a life of expressing themselves by holding this smartphone and continuously taking pictures and posting about their daily lives. And around them, they live a digital life in a process where they are recognized through likes and shares by their acquaintances and people in the communities they belong to. Therefore, if we want to understand digital customers, we need to deeply understand what kind of life they want to live, what they want, and what difficulties they have, and be prepared to respond to those customers. Paradigm shift in marketing:
from advertising to content Digital consumers are showing signs of not looking for advertisements and avoiding them a lot. So many marketers must now focus on content. This is what we are talking about. Since the digital environment is already a space where advertising, shopping, and life are combined, people only distinguish whether something is useful to me or not rather than whether it is an advertisement or content. That is why many experts say that it is more appropriate for us to approach them with more useful content rather than with advertisements.