Transcript Digital Marketing The 3rd mission

Digital Marketing
The 3rd mission
Subject
Digital Marketing(N)
Professor
Team
Kang Myeong Su
B
Name
Kim Yoon ha
Jeong Jin hyeon
Hwang Ji hwan
Date
2016.05.03
Step1
THE KOREAN MARKET
What sets the Korean Business and Technology Market and consumers
apart from other Markets? Choose 1 or 2 foreign markets and make a
comparison. Why should we need to adapt the Marketing strategy to the
Korean market?
■ Understanding Korea's IT industry
1. Economic Environment
2. Social Environment
3. Present situation
4. Trends
5. Conclusion
1. Economic Environment
Software market was
developed from Hardware
part to vitalization of PC and
development network.
Thus, it is important in the IT
industry.
2. Social Environment
Social networking is growing
rapidly due to development of
mobile technology.
Wireless Network is growing
fastly after 3G, and the system
software that adjust Internet
traffic is prospected to be
developed.
3. Present situation
Spreading of smart
equipment, and SNS
activation occur data
exploding.
Creating and distribution
during the year, the amount
of digital data that is
replicated 1.7 Zeta byte (ZB),
increasing double every two
years. in it is expected to
reach 40ZB in 2020.
4. Trends
5. CONCLUSION
4. Trends
Korea relies heavily on
exports, of which IT-related
products account for one
third.14 Considering this high
dependency and the huge
potential of IT.
It is quite reasonable to
focus national development
efforts on the IT industries.
■ Understanding China's IT industry
Globally, China has the most
internet users. Today it has
above 500 million users, rising
from a mere 22 million in
2000.
There are also a billion users
of mobile phones, and users
of social network and
smartphones continue to rise
exponentially.
Driven by the growth in IT
investment and of China's
information sector, revenue for
the IT Services industry has
been growing at an annualized
rate of 7.6% over the past five
years.
Although the IT services
industry in China has a short
history, it has been expanding
quickly.
However, it still only absorbs
about 20.0% of China's total IT
investment; in most developed
countries the share is about
40.0%. That means there
remains significant growth
potential.
Preference of Chinese Consumers
Tencent , China's Largest IT company
• Tencent QQ, popularly known
as QQ, is an instant
messaging software service
developed by Chinese
company Tencent Holdings
Limited.
• QQ also offers a variety of
services, including online
social games, music, shopping,
microblogging, movies,
platform of games and group
and voice chat.
Why should we need to adapt the Marketing strategy to the Korean
market?
The companies that have been successful in the Korean market have
uploaded user-generated content to their own websites, and have shared
content via social media in order to engage Korean customers.
< Good Examples >
Korean Air – “Experience Korea for life on a whole new scale.”
• Korean Air’s marketing campaign began with a subject that many Koreans could get excited about:
Patriotism for South Korea. People were asked to submit their ideas on how to best represent
South Korea by taking pictures and sharing stories about their love for their country.
• There were over 1,000 submissions in just one month. Korean Air created a customer-focused
commercial based on the submissions, which promoted their brand through interactive marketing,
and also had the public benefit of exposing more Koreans to the beauty of Korea.
McDonalds – Bic Mac Song
•For their new Big Mac campaign, McDonald’s asked Korean consumers to submit their own
renditions of the “Big Mac Song,” and put them up for a vote. 2,000 submissions and 1.35 million
hits later, the campaign was a massive success.
•The Big Mac advertisement could not have been made without customer participation, which
added a more personal touch to the brand, and an element of customer storytelling.
•South Korea has built itself into a country with one of the world’s fastest internet connection
speeds, and is number two in smartphone distribution. Typically, Koreans quickly get used to new
technology, ideas, and concepts. Successful companies are fully aware of the Korean consumer
profile, and thus incorporate a mobile lifestyle into their marketing campaigns.
Homeplus – Shopping in
Subways
•The UK company ‘Tesco’ localized their brand for the Korean market by changing their name to
Homeplus. Homeplus understood that Koreans are the second most hard-working culture in the
world, and they targeted their marketing campaign for the busy lifestyle of a typical Korean.
•Homeplus used QR codes for people to make purchases not only in stores, but also in subway
stations. The QR codes and visual displays mimicked actual stores, making it quick and easy for
Koreans to shop. Subway riders could buy food in virtual stores via their smartphone, and their
purchases were delivered by the time they arrived at home. As a result, the number of newly
registered members for Homeplus rose by 76%, and online sales increased by 130%.
E Mart – Flying Store
•E Mart also took the busy Korean lifestyle into consideration by making accessibility the number
one goal of their campaign. By creating truck-shaped balloons that offered free Wi-Fi hotspots, they
effectively created virtual E Mart stores that flew directly to customers. They could then shop using
their smartphones.
•E Marts floated to every corner of the city; it was enough to stimulate the curiosity of potential
customers. While customers were using E Mart’s free Wi-Fi, they could also download discount
coupons. In order to use these coupons, customers also installed the E-mart app, and mobile sales
increased by an impressive 157%.
•For cross-cultural marketing in Korea, recognizing your customers is the first step. Having a
customer-focused strategy, adding unique value to your brand, and understanding that Korea is an
extremely dynamic nation is important for success in the Korean market.
Step2
MARKETING IDEAS
Each group has to choose 5 marketing ideas for the Korean Market that
would help Cityholic spread in Korea. For the big project, the Cityholic
Team will choose the 6~7 best ideas.
Content Marketing (Yoon ha)
We now turn our lens to content marketing. The Content Marketing Institute defines
content marketing as "a marketing technique of creating and distributing valuable,
relevant and consistent content to attract and acquire a clearly defined audience
– with the objective of driving profitable customer action." Cityholic targets
consumers around the world so it will be effective to using content like video which
is easy to share. I think a short video that arouses people’s curiosities will attract
people’s interest and make them to search about Cityholic, also the video will spread
quickly among people.
Ultimately, I don't know what actions were driven by these campaigns because I
can't peer into each brand's analytics and conversion rates. But I can attest that these
campaigns caught my eye!
Content-style categories to showcase the trends shaping
today's best content marketing.
Trends include:

How-To Content

Shareable Visuals

Clever Curation and Crowd-Sourcing

Behind-the-Scenes Brilliance

A+ Brand-Building
< Content Marketing Examples >
• Disney Shares Behind-theScenes Magic
• Birchbox's Beauty Advice
•
•
The Disney Parks Blog features an entire
category for behind the scenes posts.
Disney fans love to see the making of the
magic, so these blogs provide a welcomed
glimpse into the beloved parks and cast
members.
Birchbox is a popular purveyor of monthly
beauty boxes. The brand also runs an
excellent content marketing program, with
how-to videos of useful beauty tricks (for
example, getting beach waves for short
hair and how to look great post-flying).
They're essentially running a full-scale
beauty magazine without the mess of paper
and addresses.
• The White House Offers
Humor, Insights
This photo gallery from the White House
gives viewers a behind-the-scenes look at
what the President and First Lady have
been up to in 2014.
With more than 150 photos, it's a fun
glimpse into a side of the First Couple that
you won't see in any press conference.
• Google Takes Street View
behind the Scenes
•
Ever wondered how Street View captures
those infinite images of every nook and
cranny in our world? Google has put
together a beautiful "About Street View"
page explaining how the service is
compiled and maintained. They've also
created behind-the-scenes videos of
"Street View Treks" to highlight particularly
inspiring locations.
Using Webtoons for Marketing
(Yoon ha)
•
•
What is a Webtoon?
A webtoon, a new type of comic, combines two words, “web” and “cartoon,” and is
an animated comic strip by amateur or professional artists that is published once or
twice a week via the Internet.
Why is a Webtoon an Effective Marketing Strategy?
1. Webtoons are highly accessible to smart phone users
A webtoon is created for the Internet and personal electronic devices. In order to allow
people to read it easily, a webtoon is composed of one strip per episode instead of using
multiple panels. Therefore, readers can read a webtoon by controlling their scroll bars. In
addition, each episode of a webtoon is relatively short, and as a result, webtoons have a
relatively short load-time compared to digital comics.
Thanks to these two attributes, one strip per episode and short episodes, people can
easily read webtoons by using their mobile devices, such as smart phones and iPads.
According to Matrix Research, 34.8% of smart phones users in Korea use an application to
access webtoons (Matrix Research, 2012).
2. The number of webtoon readers has increased.
•
•
The global scale of the traditional comics industry, such as comic books, has
decreased. In contrast, the scale of the webtoon industry has increased
rapidly. According to Table 1 below, the scale of the printed comics industry
in the world has decreased by 289 million dollars from 2006 to 2012.
On the other hand, the size of the digital comics industry has increased by
280 million dollars during the same period. Even though the extent of the
digital comics industry is much smaller than the scale of the printed comics
industry right now, the data shows that this industry is quickly expanding.
3. Korean webtoons are exported to various countries.
•
Readers in various counties, such as China and Japan, are interested in
Korean webtoons. Therefore many popular webtoons are exported to
these countries. For instance, The Diary of Cats by Kyeongyoung Yun was
published as a book in 2010 because it became popular on the Internet.
Examples of Advertisements Using Webtoons
1. Tefal, a French cookware and small appliance manufacturer,
advertised its new products, such as a frying pan and pot.
2. Chungcheongnam-do, a province in the west of
South Korea, used the webtoon below in order to
attract visitors.
3. Save the Children encouraged people to make hats
for poor children by using the webtoon below.
Successful Example of Using Webtoon as a Marketing Strategy
Pyunkang Hospital
https://www.youtube.com/watch?v=u01O5hD-ki4&feature=player_embedded
https://www.youtube.com/watch?v=wXVVemk0ulo&feature=player_embedded
Cityholic can place advertisements in webtoon page on Naver or Daum,
a popular search portal in South Korea.
Also, Cityholic can use Webtoon Artists’ Social Network Services.
Social networking services, including Twitter and Facebook, recently became one of
the most important areas for internet marketing. After searching each webtoon artists’
blogs, I discovered that 200 to 500 people visit relatively unpopular webtoon artists’
blogs per day, while, 2,297 to 7,408 people visit famous webtoon artists’ blogs per
day. Therefore, these blogs could be another good marketing strategy for Cityholic.
Creative Ways to Use QR Codes for Marketing
(Yoon ha)
•
Invented in Japan, QR codes (abbreviated for the term “Quick Response
Codes”) are like barcodes, except they can store much more data,
including downloadable content.
•
This is why they first gained popularity in the industrial world as highspeed tracking and scanning tools. Used correctly, QR codes offer a cool
way for marketers to grab audiences’ attention and target them with
optimized advertising. Codes are free to generate, and fun for consumers
to scan. At the very least, they can be fun if you follow the best practices
for using QR codes in your marketing campaign.
Eventually, the widespread adoption of smartphones led to the QR
code’s expansion into the marketing industry. Basic QR code scanners
can now be downloaded as smartphone apps and used to scan any
QR code that anyone publishes, from anywhere.
I think it is fun and effective to use QR codes for Cityholic’s marketing,
and it should be creative and unique that can catch people’s eyes.
Virtual Work Experience
https://vimeo.com/82271564
(Ji hwan)
There a pillar like billboard between roads. The capital of each country is written
on the pillars. People can experience company’s boss and run the company
virtually. There are some guidelines to run the company. Pillar’s company grows
to be about how to be able to do a virtual experience.
The bottom of the pillars-Beijing-cityholic code number 458 f 4 in this way
entering the code number cityholic and it says hit ceo famous enterprises in
Beijing have been a virtual screen appears when I try to buy and sell virtual
goods investment report so you can cityholic an idea that can be.
IdeaPaint
(Ji hwan)
IdeaPaint is a B2B company that sells a
specialty paint that converts walls and
other spaces into a dry-erase writing
surface, eliminating the need for hanging
white boards and opening up creative
space.
In keeping with their creative purpose and
mission, Idea Paint makes innovative use
of their welcome tab by creating hot spot
with links to their social sites. This
promotes interactivity. The exploratory
user will also find a link for a coupon.
A key to building long-term customer
loyalty is to give your customers a good
first experience with your service. Idea
Paint can do this by providing detailed
videos on their Facebook page on how
to install and use Cityholic.
Idea Paint integrates several social
components in their Facebook videos.
In addition to the Like button, they use
the Send button, which enables people
to directly send the link to their friends.
The Facebook comment section allows
people to make comments that will
show up on their wall.
Idea Paint provides a variety of instructional and
inspirational videos.
Another smart tactic employed
by Idea Paint is their use of
Networked Blogs to
automatically pull their blog
posts to a dedicated tab.
In addition, they manually add
their posts to their wall. As
explained by Mari Smith, this will
enhance your news feed.
Key Takeaways
1. Use hot spots on your welcome page to
integrate your other online sites
Look at the smart social integration on this
video.
2. Use videos to instruct and inspire, taking
advantage of comments
3. Integrate your blog manually and
automatically with your Facebook page