발간년도 : [2023]
| 논문정보 |
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| 논문명(한글) |
[Vol.18, No.5] Relationship-Oriented Marketing Success Strategy Based on Mobile Environment Change |
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| 논문투고자 |
Young-Chul Kim1, Won-il Kim |
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| 논문내용 |
Traditional online marketing focused on large-scale advertising campaigns, search engine advertising (SEM), and e-mail marketing. However, current online marketing has brought about new marketing changes due to the development of social media and mobile technology. Unlike conventional marketing methods, these digital and mobile technologies and SNS technologies have changed new marketing paradigms, and social media marketing should be changed to marketing methods using social media channels such as Facebook, Twitter, and Instagram. In particular, it is necessary to increase the exposure and number of visitors of the website through search engine optimization (hereinafter referred to as SEO), and to optimize the structure, content, and keywords of the website to expose the website in the search engine. In addition, as artificial intelligence (AI) and automation technologies develop, companies will need to actively introduce marketing automation solutions used to promote their products and services, thereby establishing personalized marketing strategies that can automate marketing tasks and reduce costs. This paper analyzes the factors for new marketing due to these changes in the online marketing environment and presents strategies for marketing successfully. In the conclusion of this paper, strategies and factors for successfully performing customer-oriented marketing were presented, and customer-tailored marketing strategies were suggested according to the development of artificial intelligence technology. |
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