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Korea: Integration of social, search, mobile and TV | 韩国:整合社会,搜索,移动和电视

Reading Time: 2 minutes

The first in a series of posts of observations and thoughts from my recent trip to Korea. Korea is known for being advanced in social networks and search. Twitter has a vibrant community there, Me2Day gives it a good run for its money. Kakao Talk is like a multi-platform version of BBM that brands are using to engage with fans and mature platforms like Cafe Daum, Naver and CyWorld can still school Silicon Valley on things social.

The country also has a diverse and vibrant eco-system of television stations with a lot of content based around K-pop stars and celebrity participation.

Given these two vibrant media eco-systems; advertisers and television commerce operations seek to do multichannel marketing. Here are some examples I took pictures of during a five-minute period during a mid-morning commercial break.

Daum Mobile search is suggested as Daum is known as a site that provides content of interest for women. Encouraging mobile use allows for an immediate call to action.

Han Hea Youn is a Korean fashion designer who sells her range of clothing via TV shopping channel. The QRcode at the top of the screen allows for the audience to get more information online and make a purchase.

Where the product isn’t specifically aimed at a female audience the commercials recommended a search term for Naver Mobile.

These commercial sections were not best-practice but indicated how multichannel has become a hygiene factor in Korean advertising campaigns.

商业 | business | 상업 思想 | ideas | 생각 铭记 | branding | 브랜드 마케팅

Keeping things in perspective

Reading Time: < 1 minute

I am in quite a nice position where after years of battling in a number of different roles I am starting to see people come to us actively looking for social media rather than my having to constantly evangelise. Social media has become a locus for marketers who don’t want to be sandbagged in their next annual review.

This has meant that the challenge is now about encouraging people to use the right tools for the job rather than the buzz-word compliant platforms that they think will tick the digital box.

Just for a moment think about the following phrase:

Never before was there in the hands of men an instrument so powerful to influence the thoughts and actions of the multitude.

No its not a modern-day description of Facebook or Twitter but the words that Irish president Eamon De Valera used to launch the country’s first television station back on New Year’s Eve in 1961. Not every powerful campaign needs to be on Facebook or have a YouTube channel. We need to think more about the people we’re trying to reach rather than the tools that we use to get there.

伦敦 | london | 런던 商业 | business | 상업 思想 | ideas | 생각

Life imitating satire

Reading Time: < 1 minute

I get back to the UK and see that the British government must have taken Monocle’s description of the UK as a failed state to heart. This ia picture of yesterday’s City AM.
Fact following satire
David Cameron’s comments about private sector involvements in roads was eerily similar to Tyler Brûlé’s hypothetical takeover of the UK ministry of transport in his last few FT  columns. And whilst what Tyler and his colleagues have written makes a lot of merit it does feel as if the UK government is making up policy based on what reading material they had lying around the house the previous weekend.

More information

Is the UK a failing state? – Monocle
My ministry, my rules – FT
Selling the crown jewels – FT