Untact Marketing Ignites in the Home Appliance Industry

Samsung and LG Electronics Flood YouTube with New Product Videos

[Asia Economy Reporter Dongwoo Lee] The home appliance industry is strengthening non-face-to-face (untact) marketing in response to the resurgence of the novel coronavirus infection (COVID-19). The plan is to increase touchpoints with consumers by significantly expanding social network service (SNS) content such as online new product events, as well as YouTube and Facebook channels.

According to the industry on the 2nd, Samsung Electronics posted 14 videos related to its giant QLED 8K TV on its official YouTube channel the day before. The videos vary from short 30-second clips to 2-minute product explanations and Q&A sessions. Samsung Electronics had also uploaded a total of 7 videos introducing QLED TVs two days earlier.

Not only TVs, but since the launch of the 'Galaxy Note20' series last month, the company has posted a total of 33 videos, and whenever new products such as dishwashers (5 videos), Chef Collection (10 videos), and Wind-Free air conditioners (11 videos) are released, various videos are released. As of that day, the total number of videos uploaded on Samsung Electronics' official YouTube channel reached 383, with over 213,000 subscribers rapidly increasing since the spread of COVID-19.

LG Electronics revealed the invitation for the online unveiling event of its second half strategic smartphone, the 'Explorer Project,' on YouTube on the same day, scheduled for the 14th. The invitation is a video about 20 seconds long, hinting at the launch of a new form factor.

LG Electronics will also release a video on its global YouTube channel on the opening day of the international home appliance exhibition 'IFA 2020,' depicting the daily life of a family living in the new normal era after the spread of COVID-19 in a drama format. LG Electronics has posted a total of 837 videos on its official YouTube channel, and separately, the LG Electronics Service channel has uploaded about 2,400 product-related videos.

As untact marketing emerges as a major promotional tool, the industry is also expanding related personnel. Samsung Electronics recently recruited Seed Goyal, Managing Director of Accenture Interactive, as an executive director at its Global Marketing Center (GMC). Accenture Interactive is the advertising and marketing subsidiary of Accenture, the world's largest consulting firm based in the United States. Executive Director Goyal is expected to be in charge of online platform areas and online business strategies at Samsung Electronics GMC.

LG Electronics also established the Korea Online Group organization to strengthen domestic online marketing business and recruited Jinhyuk Jang, head of SK Planet's 11th Street business division. A home appliance industry official said, "Since the spread of COVID-19, the proportion of online sales in total sales has been rapidly increasing, and naturally, the industry is focusing on strengthening marketing for untact demand."

This content was produced with the assistance of AI translation services.