A Study of Interactive WOM Marketing Effect of Digital Media

안경환; kwak,bong-chul

Journal of The Korea Society of Computer and Information

Abbr : JKSCI
2007, 12(2), pp.197-208
Publisher : The Korean Society Of Computer And Information
Research Area : Computer Science

안경환 ¹ , kwak,bong-chul ²

¹ 서울산업대학교
² 한국재활복지대학

ABSTRACT

This thesis suggested that the 'customized' marketing would be a new strategy in terms of a marketing in the digital media age under the circumstances where a form of marketing was evolving in accordance with the convergence of digital media. Because of the media environment due to an 'individualization', the strategy would meet an individual demand of a consumer in a rapidly changing environment. The best marketing to capture a ‘customer's heart’ is not a brand that first entered the market, but the one that is first settled in a customer's heart. If a differentiated interactive marketing strategy is equipped, it is possible to capture a completely new market space ad create a profit over several years. In the aspect of an effect of a digital marketing, first, a concept relating to an interaction between a consumer and a producer is important. Secondly, the important one is an empathy marketing which is an emotional marketing through a brand image beyond a product. Thirdly, the author studied an orally transmitted marketing effect through digital media.
KEYWORDS

interaction , WOM(Word of Mouth) , CRM(Customer Relationship Management)
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