digital marketing in korea - nitaro.net · digital marketing in korea nitaro.net ebook . contents...

Digital marketing in Korea

Nitaro.net eBook

Contents

• Why (inbound) digital marketing

• Search Engine Optimization (SEO)

• Social Media Marketing (SMM)

• Search Engine Advertising (SEA)

• Conversion optimization

• Mobile

• Online shopping

2 / 32 Copyright©2017 JK Song

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Self introduction

• Digital marketing consultant > 5 years

• Customers

– Agencies: GPJ, RBBi, Gravytrain

– Medidata

– Dutch public broadcasting

– Startups

– Blockchains

– SMEs

• Work

– Dell Corporate Sales Trainee

– LG Display Product Marketing team

• Education

– Global MBA Dongguk University

– BBA marketing Hanze University


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Outbound vs. Inbound

http://www.parkarbuzz.com/inbound-marketing-vs-outbound-marketing/ 4 / 32 Copyright©2017 JK Song

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http://www.parkarbuzz.com/inbound-marketing-vs-outbound-marketing/









Why inbound digital marketing

• More leads

• Lower cost

• Higher conversion

• More revenue

• Effective and precise targeting

• Earns people’s trust


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More leads

Copyright©2017 JK Song

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http://www.slicktext.com/blog/2013/05/the-digital-marketing-trio-of-2013-infographic/














Lower cost

http://cdn2.hubspot.net/hub/53/file-30889984-pdf/2013_StateofInboundMarketing_FullReport.pdf 7 / 32


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http://cdn2.hubspot.net/hub/53/file-30889984-pdf/2013_StateofInboundMarketing_FullReport.pdf





Higher conversion

http://cdn2.hubspot.net/hub/53/file-30889984-pdf/2013_StateofInboundMarketing_FullReport.pdf 8 / 32


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More revenue

… “highly digitally engaged SMEs, or those

that make the most use of online tools

like websites, online marketing, and

social media are 2.8 times more likely to

enjoy revenue growth than companies that

do not engage in similar strategies.”

http://ipsoshk.com/wp-content/uploads/sites/2/2014/03/HK2013SMBStudyGooglegramENG_PR.pdf


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Effective & precise targeting


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Earn people’s trust

https://www.setalks.com/wp-content/uploads/2017/05/inbound-marketing-methology-tactics.png


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Naver vs. Daum vs. Google

• PC / desktop


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Nitaro.net

Naver vs. Google vs. Daum

• Mobile / tablet


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Nitaro.net

SEO

• Elements to optimize

1. Page titles

2. Meta descriptions

3. Headings

4. Images

5. URL structure

• Mobile friendly

• No link spam / spamdexing



Google / Naver Webmaster



Google / Naver Analytics

Data analytics

Website analytics



Content marketing

• Unique & shareable content

• “Natural links to your site develop […]

when other sites find your content

valuable and think it would be helpful for

their visitors.”


www.nitaro.net https://support.google.com/webmasters/answer/40349?hl=en

















Blogging

• Copy writer?

















Social Media Marketing

• Facebook

• Instagram

• YouTube

• Twitter

• Reddit

• LinkedIn

• Snap / Snow

• KakaoTalk

• Band


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Top 10 social media apps



Source: WiseApp

Google Play SNS apps (Nov ‘17)

1. Band

2. Instagram

3. Facebook

4. Naver Cafe

5. KakaoStory

6. Coinpan

7. Tumblr

8. Daum Cafe

9. Birdletter

10. Naver Blog

Note: Google Play does not count KakaoTalk or YouTube as social media. Android has roughly 71% market share vs. 28% iOS. There is a Korean “One Store” run by telecom companies and Naver that competes with Google Play and App Store, however. It has a 39% market share.



Leads by social network

















Facebook Ads Audiences

• Audience Insights

• Custom Audiences

• Lookalike Audiences

• Remarketing / retargeting



SEA

• AdWords

• Naver Searchad / DaumKakao


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(Semantic) keyword analysis

– Also used for SEO



Conversion optimization



https://www.gwebpro.com/how-to-get-expected-conversions-landing-page-optimization-tricks/


















Conversion optimization

• Testimonials

• Copywriting

• Related offers

• Test with e.g. Hotjar (free heatmaps)



https://www.crazyegg.com/blog/landing-page-optimization-cheat-sheet/










Landing pages

– A/B testing


www.nitaro.net 28 / 32 https://unbounce.com/a-b-testing/shocking-results/

Increased

Leads

by

368.5%

https://unbounce.com/a-b-testing/shocking-results/







Mobile > desktop

29 / 32

Mobile only



App time spent

31 / 32

Automation

• IFTTT

• Zapier

• Hootsuite

• Buffer

• Hubspot

• Etc.



Online shopping

• Korea has world’s highest online shopping

rate

• Almost half of purchases are done via mobile

• “81% of Koreans […] have used online

shopping”

http://www.nitaro.net/2017/03/digital-marketing-in-korea-online.html 33 / 32


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Online shopping



Thank you!


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Abbreviations

• CTA call to action

• CPL cost per lead

• CTR click-through-rate

• CPC cost per click

• CPM cost-per-thousand impressions

• PPC pay-per-click

• ROI return on investment


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Higher conversion


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http://www.slicktext.com/blog/2013/05/the-digital-marketing-

trio-of-2013-infographic/














Content marketing


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Content marketing


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Text messages

Email marketing


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Mobile ad spend

Rich media

digital marketing in korea - nitaro.net · digital marketing in korea nitaro.net ebook . contents...

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