The importance of human-centric marketing in the E-commerce industry_ based on the human-centric marketing strategy of Kakao Talk Gifts

목차

1. Introduction
1) The retail industry after Covid-19
2) Emergence of E-commerce industry
3) Human-centric marketing

2. Literature Review
1) Dove
2) IKEA
3) Kakao Talk Gift

3. Discussion
1) SWOT analysis of Kakao Talk Gift
2) Reinforcing human-centric marketing in Kakao Talk Gift

4. Conclusion

본문내용

Purpose
The purpose of this paper is to find out the importance of human central marketing in the Ecommerce market, which has emerged rapidly since the pandemics. The wow-moments of customers toward a brand have expanded. By looking at various case studies it would further lead to a discussion about what marketing methods a brand should take.

Design
Human-centric marketing is the approach that customers are being treated as whole human beings with minds, hearts, and spirits. It is important that marketers fulfill not only customers’ functional and emotional needs but also address their latent anxieties and desires.

Findings
After the pandemic had affected the global industry worldwide, changes in the marketing metrics have occurred faster than ever. In the background, there is the acceleration of the 4th Industrial Revolution and a shift in customer values. Moreover, the development of Ecommerce through the internet directly leads to changes in the retail industry.

참고자료

· Asiance. (2021,June 25). [Insight Posting] KakaoTalk Gift. Your Brandtech Partner in Asia. https://blog.asiance.com/2021/06/25/insight-posting-kakaotalk-gift/.
· Effie. (2019 ) Dove - Campaign for Real Beauty . Effie case data base.https://www.effie.org/case_database/case/5F50_2019_E-335-405 .
· Ernan Roman (2016, October 27). How Dove Engages Customers with Sincere and Authentic Cause Marketing. Customer think. https://customerthink.com/how-dove-engages-customers-with-sincere-and-authentic-cause-marketing/
· Jennifer Crain (2017, Nov 15). IKEA restaurants offer house-prepped food and customer-focused menu items. Food management. https://www.food-management.com/business-industry/ikea-restaurants-offer-house-prepped-food-and-customer-focused-menu-items .
· John Mulder(2018, June 04). ADVERTISING EMPATHY: THE HUMAN-CENTERED APPROACH. 3Seed. https://3seedmarketing.com/advertising-empathy-the-human-centered-approach/.
· Lan Brookes (2018 , March 27). Put customer centric thinking at the heart of your business model. The startupfactory. https://thestartupfactory.tech/put-customer-centric-thinking-at-the-heart-of-your-business-model/ .
· Lee, J. (2020). The South Koreans left behind in a contact-free society. BBC. https://www.bbc.com/worklife/article/20200803-south-korea-contact-free-untact-society-after-coronavirus .
· Kartajaya, H., Kotler, P., & Hooi, D. H. (2019). Marketing 4.0: moving from traditional to digital. World Scientific Book Chapters, 99-123.
· Kelsie Ponder. (2021,July30). Giving and Receiving KakaoTalk Gifts in Korea. Expat Kids Korea. https://expatkidskorea.com/article/giving-and-receiving-kakaotalk-gifts-in-korea.html .
· Kim Eun Ji(2021, May 11). Amazon, from survival to success. Kotra news. https://news.kotra.or.kr/user/globalAllBbs/kotranews/album/2/globalBbsDataAllView.do?dataIdx=188518&column=&search=&searchAreaCd=&searchNationCd=&searchTradeCd=&searchStartDate=&searchEndDate=&searchCategoryIdxs=&searchIndustryCateIdx=&searchItemName=&searchItemCode=&page=1&row=60 .
· Kotler, P., Keller, K. L., Manceau, D., & Dubois, B. (2016). Marketing Management, 15e édition. New Jersy: Pearson Education.
· Samantha Cooney(2017, January 10). Dove Wants Women to Redefine Beauty. TIME. https://time.com/4629671/dove-raise-the-beauty-bar/.
· Thomas Stackpole (2021, June 04). Inside IKEA’s Digital Transformation. Harvard Business Review. https://hbr.org/2021/06/inside-ikeas-digital-transformation .