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E-commerce Marketing is Changing Rapidly.
The competitive landscape of e-commerce marketing in Korea is rapidly changing.
First, Naver Smart Store is putting a lot of effort into solidifying its own system based on live commerce.
In addition, Instagram is actively utilizing features such as shopping mall integration to target MZ generations and attempting to build a new e-commerce ecosystem.
TikTok is also rapidly building an e-commerce ecosystem, focusing on Chinese-speaking customers with high purchasing power.
I believe that in this increasingly competitive environment, the only solution is a strategy that focuses on the “customer data” that a brand possesses.
Therefore, in this lecture, I explained the process of transitioning from exposure-based marketing to relationship-based marketing,
and presented a new paradigm for big data marketing, which will become even more mainstream in the future. This was the training.
The marketing training for employees conducted by NS Home Shopping this time was a long preparation period because most of the attendees were working professionals, so it was necessary to not only analyze trends but also present realistic alternatives.
The Importance of “Customer Data”, which Has been Consistently Emphasized.
As marketing technology has developed, traditional brand recognition strategies focused on copy or jingles are losing their power.
While it’s important to convey a brand’s unique message, it has become an era where proper diagnosis is difficult without data.
Therefore, since I have long emphasized that modern marketing largely requires proficiency in marketing software,
I have been conducting data monitoring lectures and CRM marketing lectures utilizing marketing software.
However, the future era has already surpassed the level that can be solved by simply being good at software.
Successful brands are implementing hyper-personalization marketing, beyond personalized marketing, through the introduction of Customer Data Platforms (CDP).
Therefore, if companies have previously utilized data properly, they should focus on achieving sales based on CRM marketing.
If a company has not yet properly established a customer data platform or CRM process, it needs to transition to a data-driven work environment now.
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Training where Staff from Various Departments Recognized the Importance of Data Marketing
However, since it covered everything from the early advertising ecosystem that began with search ads in Korea to content marketing and data-driven marketing,
there were limitations in deeply covering these diverse areas within the limited time.
Despite being an untact lecture, many people gave positive feedback,
and there was a general consensus that data-driven marketing would become mainstream in future marketing.
It seems that this training achieved a small success just by creating a consensus on the importance of data-driven marketing.
