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A Study on the change of Experiential Value of Digital Marketing by Digitalization

  • Journal of Communication Design
  • Abbr : JCD
  • 2018, 63(), pp.129-144
  • DOI : 10.25111/jcd.2018.63.10
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : March 9, 2018
  • Accepted : April 23, 2018

Lee， Kil-hyung 1,  Oh, Young Sun 2

1홍익대학교
2홍익대학교 일반대학원 광고홍보학과

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ABSTRACT

Digital marketing is interconnected by on-line and off-line, stimulating consumers' universal sensibility with more intuitive and experiential contents to be more vividness and reality. Digitalization, which pervades consumer life, serves as a new value creation infrastructure and leads to voluntary participation. In this study, we consider the concept of ‘experience’ and analyze the representative case of digital marketing campaign through analysis model designed based on J. Pine and J. Gilmore. As a result of the analysis, while we were able to discover the same experience as analogue method in digital marketing, digitalization showed the difference in the level of participation and connection, also showed the change of the experiential value. This study focuses on the interacted communication that changes as analogue is converted into digital, and aims to understand the change of the experiential value through case and to suggest the strategic implication of digital marketing.

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