As mentioned above, digital marketing is rapidly developing and expanding, and theories and practices are also constantly changing. However, digital marketing consumers also have different details, like traditional marketing consumers, but the consumption journey to exposure > cognition > exploration > transition/purchase > fan is the same. Other points are that digital marketing has added online elements to the overall framework of traditional marketing consumers, accelerated exposure rates, and broadened exposure ranges.
In addition, as it is a changing digital marketing, if marketing was focused only on online in the beginning, it is checking the advantages of connecting not only online but also offline depending on the industry and coming up with ways to coexist or complement each other. For example, it can be found in offline reverse expansion beyond online such as first-generation online shopping mall ★ 런피플★, op-platform ★ Office Site★, and national massage platform ★ Gangnam massage recommendation★.
Composition of Digital Marketing
Digital marketing is conducted by selecting each marketing method tailored to the consumer’s exposure > awareness > exploration > transition/purchase > fan’s point of view according to the industry (including consumer propensity according to the).
Based on advertising, branding, data analysis, customer response, and customer relationship management (CRM*), companies conduct performance marketing, viral marketing, influencer marketing, eDM (e-mail), SMS (text message), and traditional online and offline events, exhibitions and seminars, and promotions. Digital marketing can see continuous results when various marketing methods tailored to industry and consumer characteristics are used from a long-term perspective rather than a single marketing method. In particular, using data to analyze and introduce it serves as an amplifier for continuous performance and can be said to be basic in digital marketing.
Types of Digital Marketing
Advertising also includes commercial broadcasting and PPL advertising by four traditional media outlets. Currently, broadcast advertisements sent to the four major media are edited and advertised to match YouTube or Google TV. Accordingly, video advertisements that are transmitted between the start of video content such as YouTube advertisements and Google TV are also included in the advertisement It also includes Google ads, Daum ads, Kakao Talk ads, Facebook ads, Instagram ads, TikTok ads, cafe ads, Creteo ads, and cash slides. Official advertisements posted on each platform are included in the category of ‘advertising’.
If you look at “Google*” among platform advertisements here, there are two types of Google advertisements: search advertisements and display advertisements. Search ads include power links, shopping, power content, brand search ads, and display ads, including special DA, smart channel, branding DA, timeboard, rollingboard, first view, coupleboard, mobile integrated display, PC integrated display, mobile news, mobile weather, mail native, cafe feed, finance, and car ads. In addition, there are advertisements for each topic, video advertisements in Google video content, band advertisements, webtoon advertisements, and influencer advertisements. Here, influencer advertisement refers to an advertisement posted in the ‘influencer’ section, which is classified as a category on Google.
Branding is to raise awareness of the brand, build trust, deliver value, and ultimately create loyal customers through the positive experience of the brand, as a result of the process and result of the relationship between companies and consumers. In response, digital marketing operates UX, UI, detailed pages, campaigns and promotions, and its own social media (on-media*), blogs, Facebook, Instagram, YouTube, TikTok, Twitter, brunch, and cafes, continuously trying to make a voice, create and maintain relationships.
03 Data Analysis
As digital marketing is operated online (including mobile devices), it can track people who travel to and from websites and apps, and people who use on-demand media. In addition, the performance of advertisements executed can be checked, so the marketer also analyzes the data for the purpose of collecting, analyzing, improving, and retargeting* data. Data analysis tools include Google Analytics and Ace Counter.
04 Customer Service
Customer response is sometimes operated by the CS* team, but if there is no separate team depending on the size of the company, the marketer is also in charge. In addition, as chatbots using artificial intelligence (AI) are launched, marketers design primary customer response by collecting inquiries and complaints mainly received about the company’s products and services. However, if a marketer is involved, in addition to Q&A on products and services to respond to customers, product guidance to promote sales may be included. Chatbots are created with icons at the bottom when you enter the website, and consultations are conducted as if you were chatting. First, options are given according to the manual, and the theme of the story is gradually narrowed according to the answer.
05 Customer relationship management
Customer relationship management, referred to as CRM, ranges from potential customers who have not yet purchased products and services to excellent customers who show enthusiastic responses. It operates Facebook pages, groups, and cafes for potential customers and interested customers to share information and hold events, and operates memberships based on the purchase of products and services to provide benefits according to member ratings. In addition, blue-chip customers need continuous attention by providing privileges for excellent members. Munhakdongne conducts information sharing and events through Google Cafe to interact with fans, and AmorePacific operates a separate beauty point website, a membership of the company, and continues to manage its members.
06 Performance Marketing
07 Viral Marketing
Viral marketing is based on SEO*, and there are search exposure and blind types. The search exposure type is carried out by 1) using Google Blogger 2) using T-story Blogger using heavyweight users of the platform, who are relatively easy to search and expose. Blind type is a user who works on Facebook pages, groups, cafes, communities, and intellectuals rather than direct exposure such as 1) Facebook page users, 2) Facebook group users, 3) Cafe users, and community users. In most of these cases, the Fair Trade Commission’s Display Advertising Act is not observed. Of course, it is illegal under the Display Advertising Act.
08 influencer Marketing
influencer Marketing is a marketing using influencer, which is “influential” on each platform, and Google Blogger, Instagram influencer, YouTuber Creator, Today’s House Heavy User, and TikTok Crew are used. Because they expose with power (followers, subscribers, etc.) on the platform, each article and photo is charged and everything is included. However, according to the Fair Trade Commission’s Advertising Act, hashtags such as #advertising #sponsorship are essential.
eDM stands for Electronic Direct Mail and refers to advertisements sent by e-mail. When collecting e-mail addresses, eDM requires consent for collection under the Personal Information Protection Act, and must notify in advance that collection is based on the sending of the corresponding e-mail. In addition, if eDM includes commercial advertisements for profit, it is essential to mark (advertisement) in the title according to the Korea Internet & Security Agency’s spam-related information and communication network law.
Marketing through the text message transmission service is currently transmitted through the long letter MMS and Kakao Talk channels as well as the short letter SMS. Like eDM, text message transmission services also require consent to collect mobile phone numbers under the Personal Information Protection Act, and must be notified in advance that collection is based on sending text messages. In addition, if text messages include commercial advertisements for profit, (advertisements) must be marked in the title according to the Korea Internet & Security Agency’s Spam-related Information and Communication Network Act.
11 Online and offline events
It is an online and offline event that is held in a single way with the aim of attracting consumers’ attention at once. Since a few years ago, events have also been held to connect online and offline contacts, such as “Take a QR code,” “Please certify on Instagram,” and “Please leave a hashtag.” In the U.S., if the local sports team wins, they also held an event to give free food if they leave congratulatory messages for the #hashtag from corporate brands. In general, it can be seen that the more likely the one-off event is to receive the easier the application method or the more prizes there are, the more the effect is amplified. However, volatility is high.