Post by account_disabled on Jan 4, 2024 5:55:04 GMT -5
*This content is a summary of Professor Yuna Kim's session at the 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. Therefore, we must focus on how we will create customer value, rather than on how to introduce technology. How to understand your digital customers To understand digital customers, you must Special Data 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 do not distinguish whether this is an advertisement or content, but only whether it is useful to me or not. That is why many experts say that it is more appropriate for us to approach them with more useful content rather than with advertisements. 3 ways consumers are exposed to content Consumers are exposed to information through three main ways to access content digitally: The first is natural exposure , the second is exploration while engaged , and the third is search to find information by searching keywords with intent .
The question begins with how we create customer value in digital. Therefore, we must focus on how we will create customer value, rather than on how to introduce technology. How to understand your digital customers To understand digital customers, you must Special Data 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 do not distinguish whether this is an advertisement or content, but only whether it is useful to me or not. That is why many experts say that it is more appropriate for us to approach them with more useful content rather than with advertisements. 3 ways consumers are exposed to content Consumers are exposed to information through three main ways to access content digitally: The first is natural exposure , the second is exploration while engaged , and the third is search to find information by searching keywords with intent .
