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  • Subject area(s): Marketing
  • Price: Free download
  • Published on: 14th September 2019
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  • Number of pages: 2

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1) Of the people: Interactive Marketing

Holding customer-focused events and marketing campaigns is about making customers feel as important as the CEO. Emphasis on customers can enhance the brand value and has a halo effect because it is targeted marketing. Companies that have been successful in the South Korean market have uploaded user-generated content to their websites and shared content through social media to attract Korean customers.

Korean Air – “Experience Korea for life on a whole new scale.”

Korean Air's marketing campaign started with a topic that many Koreans may be excited about patriotism in South Korea. Ask people to come up with ideas on how best to represent South Korea, take pictures and share their love of the country.

In just one month there are more than 1,000 submissions. Based on the content submitted, Korean Air has created a customer-centric business model, promoted its brand through interactive marketing, and exposed more Koreans to the beauty of Korea.

McDonalds – Bic Mac Song

McDonald's is campaigning for their new giant, demanding that South Korean consumers submit their own "Big Mac song" and vote for them. Subsequent submission of 2,000 submissions and 1.35 million hits resulted in a tremendous success.

Without the participation of customers, the Big Bang ads can not be produced, which adds more personal color to the brand and is an element of customer storytelling. McDonald's even won the Bronze Medal at the 2012 Cannes International Creative Festival to become "the Best Localized  Campaign.”

2) By the people: Smartphone Marketing

South Korea has built one of the fastest connected countries in the world in terms of internet connection and ranks second in smart phone distribution. Often, Koreans get used to new technologies, ideas, and concepts quickly. Successful companies fully understand the personal data of Korean consumers and thus incorporate mobile lifestyle into their marketing activities.

Homeplus – Shopping in Subways

British company Tesco positioned its brand as the Korean market and changed its name to Homeplus. Homeplus understands that Koreans are the world's second-diligent culture and their goal is to target a typical Korean busy lifestyle marketing campaign.

Homeplus uses QR codes, not only in stores but also in subway stations. Two-dimensional code and visual display to simulate the real store, so that Korean shopping fast and convenient. Subway passengers can buy food at virtual stores through their smartphones and buy when they arrive home. As a result, Homeplus newly registered a 76% increase in number of members and an increase of 130% in online sales.

E Mart – Flying Store

E Mart also takes a busy South Korean lifestyle and takes accessibility as the number one goal for his campaign. By creating truck-shaped balloons that offer free Wi-Fi hotspots, they effectively created a virtual E Mart that flew directly to customers. They can shop with their smartphones.

E markets float in every corner of the city; this is enough to stimulate the curiosity of potential customers. When customers use E Mart's free Wi-Fi, they can also download coupons. In order to use these coupons, customers also installed the E-MART app, an impressive 157% increase in mobile sales.

3) For the people: Sensitivity Marketing

Since 2010, South Korea's economic growth has been slow. South Koreans are constantly aware of the struggle recognized by South Korea in the modernized world and the general pressure on the economy is on the increase. It can be said that what Koreans need is the motivation to motivate themselves, that is, to "self-heal" their own quality of life. Therefore, "healing" has become an upward trend in Korean business culture. The company is working together to provide customers with products, services that are satisfying, happy and beautiful.

Orion Choco Pie – The Jung.Gga.Mal booth 

Koreans have a concept called “Jung, 情". It does not translate into English. For Koreans, it is most aptly "enthusiastic." Because of Jung's courtesy, Koreans rarely have the opportunity to express their true feelings about anything, and many emotional problems are deeply suppressed.

As part of a healing trend, Orion set up a Chocopie "Jung.Gga.Mal" (literally, "Say Your Mind”) booth in the mall. Orion invited people to freely express their ideas and opinions in the booth, and finally provided delicious chocolate for attendees. If anyone wants to communicate their message to a particular person, Orion will give them a Chocopie - and no apologies for that.

The campaign is very popular and quickly spread on social media. Korean customers feel that this gives people a chance to get rid of social restrictions. Needless to say, it further enhances the brand awareness of the popular Chocopie brand.

S Oil – Here Balloons Campaign

South Korea is a country with very few natural resources. The cost of a liter of gasoline in South Korea is almost 2.2 US dollars (about 8.33 US dollars per gallon). Parking is also a big problem.

S Oil's solution is to set "Here Balloons" in each parking space. As a parking lot, the balloon falls. When the car left, the balloon rose. S Oil's fun and fresh ideas help ease the pressure on customers and give them more time to shop, work and produce. Most importantly, it saves gas. Activities show that S Oil is focused on maximizing customer satisfaction, well-being and quality of life.

For Korean cross-cultural marketing, getting to know your customers is the first step. Customer-centric strategy, adding unique value to the brand, and understanding that Korea is a very active country is crucial to the success of the Korean market.

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