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Shinhan Bank’s advertising as an ESG campaign
Are you aware of the 2023 ‘Shinhan Saving Campaign’? These days, environmental issues have become serious, and many companies are conducting environmental campaigns.
Among them, since banks are closely connected to the lives of many people, their image can have a close impact on corporate profits and customer attraction. Let’s look into Shinhan Bank’s campaign as an example of corporate esg management. Apart from profits, Shinhan Bank’s campaign functions as a public interest campaign.
First of all, I would like to look into the campaign in detail. Shinhan Financial Group designates the 21st of every month as a “day to save” and allows its executives and employees to participate voluntarily once a month.
Electricity, gasoline, paper, and water are subject to reduction in total of four categories. Based on this, Shinhan Financial Group saves money by turning off the lights of the entire building, public transportation day for all employees, and a 1,000 won discount for a personal cup of cafe sweet. Day is being practiced.
Next, let’s take a look at each campaign. Shinhan Bank is conducting three campaigns to help the environment.
First is the ‘Shinhan Walking Campaign’. This campaign designates the 21st of every month as Shinhan’s Public Transportation Day so that all employees can use public transportation autonomously instead of their own cars. Through this, people who use their own cars can feel the joy of doing environmentally good things by using public transportation once a month, and furthermore, they can feel as if they are being freed from their daily routine. In addition, offices on the 3rd floor or lower can be walked up instead of taking the elevator. This can remind you that using elevators also have a negative impact on the environment, and it is personally good for your health.
The second campaign is the ‘Shinhan Turning off Campaign’. This campaign is also a campaign to turn off the entire Shinhan building by designating it as the 21st of every month, the same day as the ‘Walk Out campaign’. The campaign began on Friday, April 21, with the participation in the 53rd nationwide lighting-out event. With this opportunity, the entire office of the group’s headquarters is turned off at 8 p.m. on the 21st of every month. If the entire Shinhan Bank turns off the lights, this can inform many people, including surrounding buildings, of the day of the lights-out, and induce many people to turn off the lights. Through this, even ordinary people who are not familiar with Shinhan Bank’s campaign can imprint the image of the company as a leading company that cares about the environment. This campaign can be practiced not only by the entire building but also by individually. There are lights off in offices where no one is using PCs, monitors are turned off when not in use, and the campaign specifies areas that can be inadvertently overlooked within the company despite being trivial, which has the effect of rekindling employees’ awareness of the environment.
The third campaign is the ‘Shinhan Less using Campaign’. This campaign offers a 1,000 won discount if you use a personal cup of Cafe Sweet on the 21st of every month. First, ‘Cafe Sweet’ is a job creation support project for the deaf operated by Shinhan Bank. It can inform the purpose of reducing the use of disposable products through a discount system when using personal cups in the cafe. In addition, Shinhan Bank can set the campaign’s execution site as Cafe Sweet, so that it can inform people of its image as a leading company not only in environmental campaigns but also in creating jobs for the disabled.
In addition, Shinhan Bank is also practicing digital ESG management and posting related videos on YouTube. The theme of the campaign to be produced as a video on YouTube is also related to the environment. Not only Shinhan Bank employees can practice it, such as recycling, saving heat, using public transportation, and reducing disposable products. Through this, Shinhan Bank’s Esg campaign is not limited to the company, but an example of infinite scalability.
From a production point of view, the company produced the video as an animation so that children can easily watch it. Through this, as the future generation, the younger generation was also encouraged to practice eco-friendly activities in preparation for a serious climate crisis.
So far, we have looked into Shinhan Bank’s environmental campaigns. Overall, Shinhan Bank is currently using NewJeans as an advertising model to attract younger generations of customers, but as we have seen above, it is also continuously conducting non-profit campaigns. Through this, companies’ ethical obligations to take specific measures in response to the increasing climate crisis are being implemented, and in the long run, potential customers will choose companies that practice the environment and job creation for the disabled, which can be beneficial for companies. Through this, it was found that even a non-profit campaign can clearly be profitable.
References
(youtube-Shinhan digital advertisement)
(Shinhan PR center- three campaigns in 2023)
(Shinhan Blog about campaign)
Genki Forest – Focus on healthy drinks
Genki Forest is a Chinese food and beverage enterprise dedicated to creating healthy and good product for a better life. Founded in 2016, the company has won the National high-tech Enterprise, the 2020 China Integrity Brand, the 2020 Poverty Alleviation Excellence Award and other titles.At present, it has a series of products such as Genki Forest sparkling water, alien electrolyte water, sugar-free herbal tea – fiber tea, burning tea, vitality full milk tea, iced tea, etc., which are loved by the majority of consumers, and the sales network covers the whole country, and has been exported to more than 40 countries such as the United States and Australia.
market analysis:
In China, the soft drink beverage market has entered a mature stage, showing a steady growth trend as a whole, and it is expected that the soft drink beverage market will exceed 760 billion yuan in 2026. The compound annual growth rate from 2021 to 2026 will be 5.6%. With the recovery of the consumption scene after the epidemic, the profit of food and beverage gradually increased, and the comprehensive performance of soft drinks and beverages was the most prominent among all categories, and the revenue growth rate was the highest. However, as consumers, contemporary consumers are more and more concerned about their own health, more sensitive to food quality and composition, and the high sugar content of carbonated beverages on the market gradually cannot meet the new needs of consumers.
Genki Forest’s products include sparkling water, milk tea, electrolyte water, tea drinks and yogurt. Mainly diet soda sparkling water. Most of the sugar-free drinks on the market have poor taste, and Genji Forest takes “0 sugar, 0 fat, 0 card” as the brand core point, which has both taste and health, and solves the problem of healthy drinks. In the packaging also adopted a simple style, highlighting the words “yuan, gas, fuel” and so on. Stand out among many beverages and form a strong brand identity.
marketing planning：
The embedment of social media in daily life makes the digital communication form of the whole time and space online become a reality. Studies have confirmed that when people are worried that they might miss anything on social media, they will actively and continuously refresh their social media feeds, and the frequency of social media use is positively correlated with an individual’s anxiety level. In the consumer society, celebrity worship psychology and consumerism concepts are repeatedly strengthened, individuals gradually lose their sense of belonging to real life and identity, interpersonal relationships tend to be sensitive, and it is more likely to lead to addictive star-chasing behavior and passionate consumption.
1.Account and persona Settings
Register an official account on Chinese social media. For example, Red Book, Tiktok, YouTube and other social accounts. Taking the Red Book as an example, in the target user portrait of the Genki Forest, the most mentioned entries are “Generation z”, “after 00”, “young people”. In order to cater to the main consumer, the brand account is anthropomorphized, and a worker touching fish is created on the official account of the Red Book. In line with the image of consumers, it shortens the distance with consumers and enhances the intimacy.
2.The second innovative drink
Many bloggers on social networks have made secondary innovations in the products of Genki Forest. Make a cup of coffee or wine according to the recipe. This simple version of “convenience store bartending” is popular with young people. They all copied it and took pictures to share it. Promote the young group in the social chain of the rift spread, activated a wave of social communication power. At the same time, it also makes the Genki Forest once again active in the vision of consumers.
3.Program sponsorship, celebrity endorsement
Genki Forest exclusively named the Chinese variety show “Plant the Land”, and sponsored many popular movies and TV series, such as “Sten” and “Beginning”. Successfully attract young consumers and quickly open the product market. At the same time, Genki Forest also cooperates with popular traffic stars, using the star effect to carry out brand publicity and product promotion in various social media, and achieve fan economy. At the same time, Genki Forest also sponsored many music festivals, and carried out comprehensive promotion and coverage marketing for young people in various fields.
4.Sell both online and offline
Online Genki Forest has opened livestreaming accounts on e-commerce platforms such as Tiktok and Taobao for online product display and event promotion. Consumers can buy goods directly on the live streaming platform.
A flash mob was held in the offline Genki Forest. Pop-up shops were set up in different cities to get consumers involved. Let consumers experience the product and feel satisfied. Improve brand awareness and word-of-mouth, and increase consumers’ willingness to buy.
As a new product, Genki Forest has quickly won the recognition and love of consumers with its unique product positioning and marketing strategy. The promotion of brand influence has provided strong support for Genki Forest to occupy a favorable position in the market competition.
Airbnb’s digital media analysis
The founder of Airbnb once said, “It’s better to have 10 people who love you than 100 people who kind of like you.” Airbnb is doing this thing, not blindly pull new, but carefully operate every user, and the user side, the formation of loyal fans, willing to be the tap water, for the good reputation of the two everywhere, and finally get a good brand image.
Why use Airbnb instead of big OTA sites? A lot of it is the tonality of the platform that you recognize. The rapid iteration of the Internet urgently requires the platform to have a clear tone at the beginning of its establishment and strongly export value. Let users find reasons to trust you in addition to products and services.
Airbnb has always talked about one topic: the relationship between people. This century’s crisis of trust, false news on the Internet will make users afraid of new products. Airbnb tells the story by framing the host as a local friend you’ll meet during your travels, saying that the most attractive thing about a place is getting along with the locals. This not only poke the user’s desire for interpersonal communication and desire to integrate into the local society, but also solve the sharing economy model, requiring users to fully trust each other.
The premise of realizing the Airbnb model is trust, and trust is exactly the topic that users care about in this era. The screen barrier is easy to make Internet products become cold, but Airbnb can make products have temperature. In marketing, if the price fight the price, do promotions, worry about pulling new products will reveal the impatience and profit of the Internet. Airbnb rarely takes money to say things in marketing, which is all about the topics that users care about. Such as race, homosexuality, cultural differences, etc. In the wake of the terrorist attacks in Paris, Airbnb is asking hosts in the city to open their doors free of charge to those affected by the time of day. Opening the page, Airbnb promised that during the 13-17 period, all services affected by the incident will be provided free of charge. Hosts can choose to offer their homes for free, and tenants can choose to stay in them. Below are 20 pages of rooms to choose from, mostly free of charge. This is not even seen as a marketing event, but as a manifestation of corporate conscience. It can be said that Airbnb has responded very well to this incident, not only with an attitude, but also with real meaningful actions.
Airbnb launched a new series of online experiences, from the screen of famous entertainers, Broadway princesses, and numerous Broadway and West End musicals cast and crew members to share a wealth of acting and artistic talent on the Airbnb platform. Although the epidemic has kept people around the world at home for the time being, it does not prevent them from continuing to connect with the world. Through the online experience of Airbnb, you can compose a Flamenco with a composer living in Madrid, or learn traditional Chinese music art with a guzheng teacher, connecting with each other and opening an artistic journey together across the limitations of space and distance.
As a short-term rental platform, Airbnb encourages travelers to share their own stories. Where is it, how is the food, how is the accommodation, what kind of stories with the landlord and so on. And Airbnb will be the first to share these stories on platforms like instagram and youtube to let these stories move you and engage you. Unlike other short-term rental platforms, Airbnb has always had a cool brand story: Hosts share their excess living space and offer it to guests for a fee, allowing guests to experience real local life compared to cookie-cutter hotels. This brand story was later elevated to a larger brand vision: Airbnb wanted everyone in the world to feel like “home belongs Anywhere.” The sense of belonging and the human touch are the main attractions of this story.
Virtual Outdoor Advertising of Nongshim’sAnchovy stock with Kalguksu
Do you know the Anchovy Roller Coaster? The video, which has recently become a hot topic
on social media, is an outdoor advertisement to promote Nongshim’s anchovy stock with
kalguksu. But did Nongshim actually create the rollercoaster? It is a virtual outdoor
advertisement.
First, what is a virtual outdoor advertisement? Virtual outdoor advertisements are also called
fake outdoor advertisements (FOOH). It is a fake advertisement that is directed with CG
technology in real space. By applying the CG technology developed these days, it creates a
realistic feeling, making it mistaken for a real space.
What about the origin of the term FOOH? The first person to use the term was Ian Padgham,
the founder of “Original” and a 3D digital artist. Ian Padgham is an artist who worked on the
short-form SNS “Vine,” launched in 2013, graphically depicting a wine bottle train to fit the
characteristics of the Bordeaux region of France, which is famous for wine. These vivid graphic
productions have even led the French transportation authority to express its position directly.
Since then, the brand’s FOOH campaign has been launched, with Jacques-Muse proposing a
collaboration with Ian Padgham.
So why are we using these fake outdoor advertisements?
The first is cost reduction. If these outdoor advertisements are made with kalguksu in anchovy
stock, it will cost a lot. However, if you use cutting-edge digital technology to create realistic
production, you can save a lot of money.
Next, these unusual virtual outdoor advertisements are effective in evoking viral effects on
SNS. As distancing was strengthened after COVID-19, the rate of using SNS increased rapidly.
For this reason, it can be said that these virtual outdoor advertisements have appeared since the
end of the pandemic.
So far, we’ve learned about virtual outdoor advertising. With the development of digital
technology, new forms of advertising are emerging, which I think is the most appropriate form of
advertising now that individuals’ use of SNS has increased.
References
https://www.google.com/url?sa=t&source=web&rct=j&opi=89978449&url=https://news.koread
aily.com/2024/03/14/economy/economygeneral/20240314140043067.html&ved=2ahUKEwjNxa
Wrv8CFAxVclFYBHZIaDTI4ChAWegQIAxAB&usg=AOvVaw1Qw2aZtDW0sIDDH6j9yeVs
이거실화?어 아니네…MZ 홀린 츄파츕스 대관람차 와인기차[비크닉] -중앙일보
https://youtube.com/shorts/Qu9HV_aIcaI?si=TdwzOt0cobt6bpLv
멸치칼국수 광고-유튜브
“Discover the Benefits of Learning Korean and Marketing Through a Free Online Course”
“Discover the Benefits of Learning Korean and Marketing Through a Free Online Course”
Have you been considering learning Korean or improving your marketing skills, but haven’t been able to do so? The “Digital Marketing and Social Media Brand Content Strategy” course, available through K-MOOC (Korea Massive Open Online Course), might be just what you’re looking for.
This state-funded course is open to students and entrepreneurs alike and offers a unique combination of language learning and marketing education. By taking this course, you’ll have the chance to improve your Korean writing and communication skills while also gaining valuable knowledge in digital marketing and social media.
You’ll learn from top experts in the field of advertising and marketing, including the chairman of the Korea Advertising Association and influential foreign journalists. You’ll develop a strong understanding of brand content concepts, brand identity strategies, and practical knowledge to help you create successful corporate, public, and personal brands.
Not only will this course help you boost your digital marketing and social media skills, but it will also provide you with the opportunity to discover Korea’s rich culture and history. By improving your Korean language abilities, you’ll be able to fully immerse yourself in the culture and gain a deeper understanding of the country.
The demand for marketing experts with social media capabilities is high, but the supply through universities is limited. This course will help bridge that gap and provide students with the tools they need to find jobs and start their own businesses.
Don’t miss out on this exciting opportunity to learn about Korean culture, improve your marketing skills, and boost your Korean language abilities – all for free! Sign up for the “Digital Marketing and Social Media Brand Content Strategy” course today.
link to enroll:
http://www.kmooc.kr/courses/course-v1:EwhaK+EW22001K+2023_S25/about
“Improve Your Marketing Ideas and Polish Your Korean Skills with the Free Online Course Starting in March 2023”
“Improve Your Marketing Ideas and Polish Your Korean Skills with the Free Online Course Starting in March 2023”
Are you looking to enhance your marketing skills and improve your Korean language abilities? Look no further! The “Digital Marketing and Social Media Brand Content Strategy” course, available through K-MOOC (Korea Massive Open Online Course) starting in March 2023, is the perfect solution for you.
In this state-funded course, you’ll learn from top experts in the field of advertising and marketing, including the chairman of the Korea Advertising Association and influential foreign journalists. You’ll develop a strong understanding of brand content concepts, brand identity strategies, and practical knowledge to help you create successful corporate, public, and personal brands.
This course is open to students and entrepreneurs alike, and will provide you with the tools you need to turn your marketing ideas into reality. Whether you’re a junior advertiser, marketer, or practicing manager looking to re-examine your theoretical foundations, or simply looking to improve your Korean skills, this course has something for everyone.
Not only will you boost your digital marketing and social media skills, but you’ll also have the opportunity to improve your Korean writing and communication abilities. By honing these skills, you’ll be well on your way to reaching your goals, both in the professional and personal spheres.
The demand for marketing experts with social media capabilities is high, but the supply through universities is limited. This course will help bridge that gap and provide students with the tools they need to find jobs and start their own businesses.
Don’t miss this incredible opportunity to improve both your marketing ideas and your Korean language skills – all for free! Sign up for the “Digital Marketing and Social Media Brand Content Strategy” course starting in March 2023.
enroll via the link below:
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Discover the Benefits of the “Digital Marketing and Social Media Brand Content Strategy” Course for Your Career
Discover the Benefits of the “Digital Marketing and Social Media Brand Content Strategy” Course for Your Career
In today’s fast-paced digital world, having a strong understanding of digital marketing and social media is becoming increasingly important. That’s why the K-MOOC (Korea Massive Open Online Course) has introduced a new course, “Digital Marketing and Social Media Brand Content Strategy”, that is open to anyone interested in learning from the comfort of their own home, for free!
This course is ideal for junior advertisers, marketers, and practicing managers who want to improve their theoretical foundations, as well as anyone looking to expand their skills in brand communication using digital marketing and social media. You will learn how to develop brand content concepts, and brand identity strategies, and how to turn those strategies into successful social marketing advertising PR messages.
You will be taught by some of the best in the industry, including domestic advertising and marketing experts like Kim Nak-hoe, chairman of the Korea Advertising Association, and international influencers like journalist Johnny Harris, who has a following of 3.2 million on YouTube.
Not only will you develop your digital marketing and social media communication skills, but you will also gain the judgment and planning skills necessary for making informed decisions in the field of digital marketing. This will help you become a leader in your organization and make a real impact.
In addition, the demand for marketing experts with social media expertise is high, but the supply through universities is limited. This course will help resolve that discrepancy and provide students with job opportunities and the knowledge they need to start their own businesses.
Invest in your future by signing up for this comprehensive course today. Not only will you learn valuable skills that will enhance your career, but you will also have the opportunity to develop your Korean culture and writing skills. Don’t miss out on this unique opportunity to take your career to the next level!
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How companies use Twitter recently in Japan
In today’s digital age, where each person has at least one smartphone, advertising through social media such as Twitter, Facebook, and Instagram is increasing. Everyone can start social media for free, and potentially make money.
In Japan, Twitter is the most commonly used for advertising in social media. This is because Japan has a large number of active users, especially in their teens and twenties, compared to other countries. A good example of this is that the most-tweeted moment of all time in 2013 was “Balse” in Japan. When Castle in the Sky, the classic 1986 film by Hayao Miyazaki was airing on television, people tweeted “Balse” at the same time when the characters Pazu and Sheeta used the Spell of Destruction, “Balse”. Because of this large number of active users, it has become common for companies to use Twitter as a part of their PR and marketing activities, especially small companies because it can be successful enough to be low-cost.
Through social media, companies can do many things. For example, although commercials cost huge amounts of money, they can advertise their products or services for free. Twitter has the function of “ReTweet”, so if users think good or want to tell other people, they can “ReTweet” the companies’ tweets, and can be shared with people who do not even know about the name of the company. And also, by using hashtags, companies can organize a campaign. These ways of use are typical ways but nowadays companies are using Twitter in different ways. Here I will introduce some well-known Japanese companies’ Twitter accounts.
The company well known for its interesting account is SHARP CORPORATION and now it has over 800,000 followers. This account(@SHARP_JP) was even elected as “TOP INFLUENCERS 50″ by Forbes Japan in 2019. The definition of “influencer” is difficult but Forbes Japan divided it by its own criteria into 7 groups and SHARP was elected as the group of “Influence of other people”, which was evaluated as “With its unique communication methods and sense of distance, the accounts are gaining fans by capturing the psychology of SNS users. It is characterized by high follower engagement.”
There are tweets that we can easily understand that (@SHARP_JP) is very close to its followers. On October 18, 2022, (@SHARP_JP) tweeted “Please let me know what housework you hate to death so that I can use it somewhat as a reference in the future. Mine is to do the ironing.” After this tweet, more than 10,000 opinions were gathered in less than a day and this means that this account successfully conducted extensive market research for free in a short period. It would not be able to gather as many opinions as it did if it had not been trying to interact with its followers as usual. This is the company’s account, but we can feel employees are free to use Twitter and are friendly so that makes us to reply the tweets.
There is another example that has successfully been used Twitter. In Japan, there is a famous medicine as smelly but effective, called Seirogan. This company’s account (@seirogan_cp) tweeted “Sorry for the smell…”, then almost 40,000 people retweeted, and over 180,000 people liked this tweet, although this company has only about 60,000 followers.
From these two examples, the purpose of a company’s use of Twitter is not to conduct advertising activities, but to interact with fans and make them aware of the brand through communication. Twitter will continue to be the place where companies interact with their fans and future fans.
References
“The Most-Tweeted Moment of All Time”. Retrieved October 20, 2022 from https://newsfeed.time.com/2013/08/20/the-most-tweeted-moment-of-all-time-is/
『Forbes JAPANが選ぶトップインフルエンサー50人を発表。影響力の本質とは何か？』Retrieved October 20, 2022 from https://forbesjapan.com/articles/detail/29847
Digital Marketing_ Metaverse
When people have doubts and disputes about the concept of meta-universe, landing scene and development path, the brand marketers who are always at the forefront have tried and innovated a lot. Smart brands want to be in a position to catch more business opportunities in the future before the meta-universe really hits the ground. In the meta-universe, everyone is a digital incarnation, galloping freely in the virtual space world, and gaining material and spiritual experiences that are not available in the real world. The meta-universe is a perceptible world, which is composed of three-dimensional virtuality, community sharing, diversity, low delay and long immersion. It can also be said that the unattainable ideal in the real world can be realized in the meta-universe. In the digital age, enterprises can only make a long-term transformation by using the Internet technology without closing the door. At present, small and medium-sized clothing enterprises in China are not competitive, weak in resisting risk and technology disconnection. In order to get new development opportunities in the meta-cosmic era, it is more important to choose a powerful platform.
The development of the meta-universe can be related to virtual and artificial intelligence, so what is the connection with digital marketing? With the continuous development of media form, digital marketing communication has become an indispensable way of enterprise informationization. The more data labels on each user, the wider the marketing strategy for each user, the deeper the logical level of analysis, and the better the digital operation. With the development of experience economy into a new stage, the interaction between consumers and brands has also changed. Brands are no longer all the products and services of the brand, but are gradually expanded into the sum of points of contact and interaction for each customer. This two-way, interactive and dynamic relationship between business brands and consumers requires consistency between the digital and physical worlds. This encourages brands to integrate experiences associated with their products into an ecosystem that is realized through a meta-cosmos. Meta-cosmos is a virtual space that combines reality and virtual reality and is becoming a highly influential platform for social interaction, cultural attributes and economic exchange. Some predict that it will be the future of immersive digital experience. It will play a key role in shaping its own ecosystems and ensuring synchronization across channels, and will serve as a platform for hybrid physical and digital experiences. For brands, changes in consumer behavior and growing interest in the meta-universe have created an opportunity for companies to enter the virtual world of marketing. Digital in the installation of enterprises landing and application, not only can improve the efficiency of installation enterprises, but also can empower installation enterprises. From the point of view of customer requirement change, we can satisfy customer requirement with new service capability only after we make deep change with digital. A lot of companies have created a “meta-cosm” for digital marketing: digital sales as an entry point into the evolution of clothing enterprises can not only find a solution to the difficulty of getting customers, but also bring the development of clothing enterprises into a new stage.
At present, the mainstream brand marketing, mostly around the core value of the brand narrative, so as to guide consumers to produce more recognition or empathy. However, many successful meta-cosmic marketing cases are where the user acts as the creator, driving the overall story development and providing rich and detailed content and experience.
The appearance of digital virtual spokesperson breaks many patterns and propaganda in digital market. But for brands, it’s not easy to shape virtual idols. At present, virtual human industry is one of the most mature commercial applications in the meta-universe, which can bring rich content and immersive experience. Such virtual people can provide personalized services to users, such as Xinhua virtual journalists and CCTV virtual sign language technicians, and it is expected that more virtual service personnel will be introduced.
With digital marketing becoming the new normal, it is necessary for consumer goods enterprises to re-understand the behavioral characteristics and changes of mainstream consumers in post-epidemic era. If we start from the crowd, the new crowd represents the change of consumer demand, which leads to the change of channel structure, and finally forms a new demand for digital marketing. The application of digital technology has broken the traditional one-way marketing of media. Everyone can become an information expressionist. Information becomes traceable data. In the digital world, new transcendent matter is being born in the meta-universe, and the sense of value satisfaction in this world will transcend the real world and evolve into a new super demand In the future, the digital world will have a huge user base, all users will be online, can communicate directly, this is also a subversion of traditional marketing, new digital marketing fantasy. Digital marketing is a trend in the future, which will certainly explode in the environment of artificial intelligence and meta-cosmos, and will be a better opportunity and challenge for digital marketing.
References：
Digital Marketing Analysis
The Internet has disrupted the way consumers engage with brands, changing the economics of marketing, and for many marketers, the old way of marketing is not sustainable. So digital marketing continues to evolve in this context. Digital marketing is the Marketers making considerable use of interactive digital technologies: the Internet, interactive TV, SMS communications, electronic kiosks, etc. They do so to achieve a variety of goals: market intelligence provision, developing new business models, building customer profiles, direct and interactive communications, placing goods with customers through virtual stores, and working with customers to develop innovative new products and services. These activities present management with exciting opportunities, reveal new sources of competition, and also demand a re-evaluation of core competencies. The framework of digital marketing can be divided into four steps, See, Think, Do and Care.
The Internet has disrupted the way consumers engage with brands, changing the economics of marketing, and for many marketers, the old way of marketing is not sustainable. So digital marketing continues to evolve in this context. Digital marketing is the Marketers making considerable use of interactive digital technologies: the Internet, interactive TV, SMS communications, electronic kiosks, etc. They do so to achieve a variety of goals: market intelligence provision, developing new business models, building customer profiles, direct and interactive communications, placing goods with customers through virtual stores, and working with customers to develop innovative new products and services. These activities present management with exciting opportunities, reveal new sources of competition, and also demand a re-evaluation of core competencies.
The framework of digital marketing can be divided into four steps, See, Think, Do and Care.
The marketing approach to the marketplace has shifted to “digital” and “diversity,” which point to more efficient consumer engagement and the direct business impact of creative content. For business decision-makers, these two terms are the track to their change of direction.
“Digital” brings much data, frequently appearing in the process of communication strategy development, marketing campaign execution, and results in measurement review. These data help them understand the consumer profile and behavior behind the screen and life at a finer granularity. Through precise stratification of target groups and clustering analysis in the consumer decision-making process, they can precisely design creative for different demographics, specific consumer behaviors, and specific consumer timing and motivations; digitalization also gives marketers unprecedented control over creative content, allowing brands to optimize creative content in real-time based on consumer feedback and marketing objectives; more importantly, digitalization gives marketers unprecedented control over creative content.
“Diversification” brings brands many marketing channels and positions, social apps, short video apps, and e-commerce platforms; as long as the media can be interactive with consumers can be a new venue for creative play. The diverse choice of platforms also brings new challenges for creativity. Also, Alex Ginn, Head of UK Sales conducted research it indicates the effectiveness of in-game ads over traditional banner ads (Ginn, 2020). For example, in 2017, WENDY’S launched the ‘BACONATOR’ Campaign in video games(GREEN, 2017).It maintained the ‘realism’ of the game, increased brand favorability with players. The form and space of invention must be actively integrated with different media. But choosing the right creative content for effective business growth across various channels and platforms still requires more rational decision-making and fine-tuned execution by brands. What is good marketing?
A good marketing plan cannot be separated from digital marketing. Customer centricity and complete consumer insights are at the core. Then, the complete understanding of consumers is derived from suitable creative and marketing forms. Lastly, it should contribute to the brand, the business, and future development. The requirements of creativity today are very high, and the differences in these platforms or ecosystems will affect the effectiveness of invention, which should be adapted to local conditions. Whether at the brand level or promotion level, one must have a complete understanding of the state of the market. Digital marketing is to help companies to observe better and analyze the state of the market to develop and implement effective marketing programs.
Reference:
Eriksson, S. (2015). The global commercial aviation industry. Routledge. http://dx.doi.org/10.4324/9780203582022
Ginn, A., 2020. New research shows the power of in-game ads | IAB UK. [online] Iabuk.com. Available at: <https://www.iabuk.com/member-content/new-research-shows-power-game-ads> [Accessed 24 April 2022].
GREEN, R., 2017. Wendy’s harnesses power of in-game advertising; launches ‘Baconator’ campaign in video games. [online] Campaign Brief NZ.
Available at: <https://campaignbrief.co.nz/2017/08/16/wendys-harnesses-power-of-in-g/> [Accessed 24 April 2022].
Ewha [Brand Communication] 