SOCIAL TRENDS & MARKETING INNSIGHT REPORTS
OCTOBER 2024 REPORT OVERVIEW
Explore our social trends and marketing insights report for October 2024, which features topics from social and cultural trends going viral in Korea and across the world. Fully automated stores are rapidly proliferating in Korea. The Kansong Art and Culture Foundation recently launched an immersive media art exhibition focused on Korea’s traditional cultural heritage. And let’s explore how share of search can be used to gauge a brand’s performance and its broader strategic applications.
Date: 08/11/2024
Issue: 10
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WHAT’S IN THE OCTOBER REPORT?
TREND HUNTER
Exploring social and cultural trends going viral in Korea and across the world.
Store Alone
Automation of Retail – A Double-Edged Sword
Unmanned or fully automated stores are rapidly proliferating in Korea, driven by technological advancements and evolving consumer lifestyles. Offering benefits such as reduced labour costs and the ability to operate around the clock, these stores are being adopted across various sectors. However, alongside these advantages, they also present challenges that need to be addressed.
- It is driven by rising labour costs, labour shortages, the proliferation of contactless culture, technological advancements, and shifting consumer lifestyles.
- Beyond merely providing efficiency, cashierless stores also deliver unique experiences to consumers.
- There are significant challenges to address before the further expansion of unmanned stores.
- leveraging technology to enhance both customer experience and convenience.
SPACE-EX
Visiting trendy places to look for the reasons for the popularity and insights.
Media Art Exhibition by the Kansong Art and Culture Foundation
Korean Immersive Art Reimagined by the Kansong Foundation
The Kansong Art and Culture Foundation has opened a new chapter in Korean art history. The foundation recently launched an immersive media art exhibition focused on Korea’s traditional cultural heritage.
- Transcending time and space with breathtaking video art and narration.
- Experiencing pieces by Joseon’s greatest artists through the
five senses. - Time-travelling to Joseon through AI and digital technology.
Image source: DDP
ISSUE DISCOVERY
Analyzing selected marketing topics.
Understanding Share of Search
Exploring the Value and Strategic Use of Share of Search Data
Share of search refers to the proportion of search queries for a particular brand on a search engine compared to its competitors. One of the major advantages of share of search is that it can be measured easily and without additional costs—just a few clicks can provide data.
- Measuring the proportion of search queries for a specific brand within a category is simple and convenient to collect.
- A comprehensive awareness metric and a tool for measuring mental availability.
- By examining the share of search, we can also estimate a brand’s level of market share.
- Offering valuable insights into a brand’s market position, as well as an in-depth understanding of the circumstances the brand is facing.
- A useful tool in predicting market performance and assessing the impact of communication strategies.
- Brands should be aware of making a mistake by relying
solely on share of search or ignoring external factors when deciphering outcomes.
CREATIVE HIGHLIGHT
Introducing attention-grabbing creatives.
pDOOH(programmatic DOOH)
With cutting-edge technologies applied to OOH, advertising is now evolving into digital OOH (DOOH).
Programmatic advertising combines programmatic technology and automation to target and automate ad exposure. As programmatic technology is increasingly adopted in the world of out-of-home (OOH) advertising—which traditionally involved unilateral delivery to unspecified mass audiences—this innovation is transforming OOH advertising, pushing it beyond its traditional limitations.
- By delivering tailored content according to weather conditions, advertisements can now offer experiences more relevant to the audience.
- Brands can also capitalize on the location of digital screens to deliver contextual experiences tailored to individual consumers.
- By adjusting ad creatives in real-time based on the time of day, brands can deliver highly time-sensitive advertisements.
- By utilizing customer data, brands can achieve precise targeting and more efficient media operation.
VIEW THE FULL OCTOBER 2024 REPORT
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