HS Ad Announces 'Marketing Trends in the Digital Age'... "From XR to N-Commerce"

Image of LG Electronics' health care appliances marketing case utilizing the metaverse.

[Asia Economy Reporter Lim Chun-han] HS Ad announced on the 3rd that it has identified five core keywords as marketing trends in the digital era.

The selected core keywords are ▲Another Extended Reality (XR) ▲Decentralization of Commerce Models: N Commerce ▲Self-Data Services Utilizing Brand Platforms ▲Caution Against ESG (Environment, Social, Governance) Washing ▲Integrated Experience Management.

The reason to focus on XR is that online platforms, which have reflected offline reality, are now creating a new world that is complete within the online space itself, and customers are becoming accustomed to this space. To create meaningful customer experiences here, detailed planning of devices, content, and customer networks is necessary.

N Commerce is expected to be a new opportunity in terms of quickly connecting emerging commerce models and products/services and providing differentiated customer experiences. Customers exhibit behavior of selectively choosing N commerce platforms depending on the purchased product, timing of need, and purchase purpose, and this trend is expected to strengthen further as customers’ understanding of various e-commerce models increases.

The method of utilizing alternative data sources such as zero-party data through self-data services using brand platforms is gaining attention. Zero-party data refers to data that customers voluntarily share with companies, provided directly for specific intentions or value exchanges, and may include customers’ interests, purchase intentions, and personal information.

Although companies are actively expanding ESG activities, it must always be cautious that from the customer’s perspective, these efforts could be interpreted as mere showmanship. When planning and conducting marketing activities related to environmental friendliness, social responsibility, and governance, it is essential to thoroughly review from multiple angles how customers might interpret these efforts.

Companies must recognize the multi-layered identities of customers as experience consumers, planners, and producers in managing and improving customer experiences, and engage in integrated experience management accordingly. If customers are assumed to be only passive recipients of experiences provided by the company, customer experience management will inevitably be partial.

An HS Ad official said, “From the perspective of past digital marketing, digital was just one of the selectable options, but in the digital era, all marketing activities must be conducted as data-driven integrated marketing aiming for comprehensive improvement of customer experiences, including purchase conversion and usage stages,” adding, “A complete transformation of existing marketing organizations, systems, and ways of thinking is necessary.”

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