• Journal of Practical Engineering Education
• /
• v.16 no.1_spc
• /
• pp.95-103
• /
• 2024

With the rapid decline of the school-age population, the competition for admissions has increased and marketing through digital channels has become more important, so universities are investing more resources in online promotion and communication to recruit new students. This study uses Google Analytics, a web log analysis tool, to track the visitor behavior of a university admissions website and establish a digital marketing strategy based on it. The analysis period was set from July 1, 2023, when Google Analytics 4(GA4) was integrated, to January 10, 2024, when the college admissions process was completed. The analysis revealed interesting patterns such as geographical information based on visitors' access location, devices(operating systems) and browsers used by visitors, acquisition channels through visitors traffic, conversions on pages and screens that visitors engaged with and visitor flow. Based on this study, we expect universities to find ways to strengthen their admission promotion through digital marketing and effectively communicate with applicants to gain a competitive edge.

• International Commerce and Information Review
• /
• v.10 no.1
• /
• pp.51-72
• /
• 2008

Recently, CRM has been integrated with e-CRM based on information and technology and its introduction is increasing. In particular, as a-CRM effectively collects information of customers with low cost and consolidates relations with customers through interactions with them, it is easier to achieve the marketing goals of companies. This study examines theories of CRM and a-CRM, and discusses development plan for successful introduction of e-CRM based on case studies on its introductions. Political suggestions are presented as follows: First, the basic rule to manage customers in respect to e-CRM is customer-oriented management. For optimal customer management, various customer service channels that support customers in real world as well as online should be provided for the best e-CRM system. Second, of increasing online customers, important customers should be sorted out for which individualized services should be provided and if so, they can be faithful customers. It is believed to be a true development direction of e-CRM appropriate to current society. With introduction of e-CRM, values and needs of customers should be analysed through various sorts of communication and information activities, and segmental marketing activities should be developed.

• The Journal of Asian Finance, Economics and Business
• /
• v.9 no.3
• /
• pp.399-409
• /
• 2022

The purpose of this study is to examine the role of virtual community participation and engagement in the brand decision by building community and brand trust. In this study, two theories (Social Capital Theory and Theory of Collective Action) were tested. Both theories were linked based on existing literature, and empirical evidence was obtained through testing hypotheses. Students from five prestigious Pakistani business schools provided a total of 849 replies. The measurement model and structural model were both analyzed using the partial least square (PLS) method. The findings show that virtual community engagement and participation have a positive and significant impact on virtual community trust. Although virtual community engagement has a positive effect on brand trust, we found no evidence of a link between virtual community participation and brand trust. Later, these trusts positively influence brand choice. This study has several managerial implications. The suggested model of this study helps managers to get customers' insight, choose the right target market, and set integrated marketing communication strategies besides social media marketing strategies. The study represents a new perspective of consumer behavior that helps to understand how a customer behaves in virtual communities to trust and take the final decision to purchase.

• Archives of design research
• /
• v.14 no.3
• /
• pp.97-106
• /
• 2001

Through the surge of intelligence-based technology, information and communication are the main production means, and the ground-breaking innovation of technology, computing, communication, broadcasting have integrated. And this have led to automated, information-based and communication networked society, and the information age. To cope with this movement toward information-based society, offices of interior design are increasingly taking advantage of the Internet and searching for e-commerce business. Many interior design offices have opened up homepages and interior design-related companies are currently in preparation for new advertisement and marketing through the Internet. The purpose of this study is to examine the level of Internet usage by interior design·related web sites and information for maintenance of such web sites. This study analyzes these web sites by their contents and solutions.

• Asia Marketing Journal
• /
• v.13 no.4
• /
• pp.227-251
• /
• 2012

This study analyzed Woori Investment and Securities' industry-leading marketing from both a brand management and a marketing decision-making perspective. By executing a different marketing strategy from its competitors, Woori Investment and Securities recognized recent changes in the asset management and investment markets as an open opportunity, and quickly responded to the market changes. First, the company launched the octo brand as a multi-account product, two years before its competitors offered their own products. In particular, it created a differentiated brand image, using the blue octopus character, which became familiar to the general financial community, and was consistently employed as part of an integrated marketing communications strategy. Second, it executed a brand expansion strategy by sub-branding octo in a variety of new financial products, responding to rapid changes in the domestic financial and asset management markets. Through this strategic evolution, the octo brand became a successful wealth management brand and representative of Woori Investment & Securities. Third, it has converged market research, demand and trend analysis, and customer needs acquired through various customer contact channels into a marketing perspective. Thus, marketing has participated in the product development stage, a rarity in the finance industry. Woori Investment and Securities has a leading marketing system. The heart of the successful product creation lies in a collaboration of their customer bases among the finance companies in the Woori Financial Group. The present study suggested a corresponding strategy for octo brand, which is expected to enter into the maturity stage of its product life cycle. In addition, this study found a need to modify the current positioning strategy in order to position and preserve sustainability in the increasingly competitive asset management market. It also suggested the need for an offensive strategy to counter the number one M/S company, and address the issue of cannibalism in the Woori Financial Group.

• Journal of Digital Convergence
• /
• v.10 no.8
• /
• pp.119-133
• /
• 2012

Recent rise of social media channel is changing social and economic paradigm and is being used as an effective communication in marketing. The following research analyzes the most employed social marketing tools such as portal advertisement, blogs, and SNS channels to effectively execute social media marketing from performance indicator and ICSI perspective, analyzes each channel's characteristics and results based on Korea distribution companies' case studies and suggests a framework to effectively use each channel. Portal site advertisements are the most effective channel to draw customers with new information and are thus linked to profit by corporations with excessive budget and workforce. Blogs target a specific range of customers providing quality information and knowledge thus improving a corporation's and its product's trustworthiness, spread the word by allowing customers to scrap the information, form social groups and synthesize ideas, events, new contents and social involvement with loyal customers. SNS channels allow customers to get involved in real time information and events, grow through network by the power of customers, react immediately to customers' needs, and execute real-time market and customer reports. Though national corporations currently rely heavily on portal site advertisements, insightful marketing professionals are showing financial results with blog and SNS. In the future, based on a precise understanding of each channel's benefits and expected results, and with a focus on flexibility, timeliness and integrated use of each channel, a portfolio of dynamic marketing as a maximizing strategy could be synthesized.

• Journal of Distribution Science
• /
• v.17 no.12
• /
• pp.43-54
• /
• 2019

Purpose: Marine transportation companies must improve service quality to secure competitive advantage and continuous relationships with customers. This study explores the value and necessity of service quality in the industry by empirically identifying the factor that would have the largest effect on the improvement of service quality, also examining whether such improvement may actually influence continuous relationships. Research design, data and methodology: Based on an online survey with those in the Korean marine transportation industry, this study conducted statistical analyses using structural equation modeling. Based on relevant previous studies, the current study constructed a total of 55 survey questions. Finally, 281 questionnaires were collected, but 68 were excluded owing to invalid responses. Results: Information service attribute had the largest effect on service quality, whereas communication did not demonstrate a significant influence. In addition, distribution and information services exerted a positive effect on service satisfaction through service quality, and finally influenced relationship continuity. Conclusions: The results shows that marine logistics service quality strategies which were centered on time or local factors, should be considered in terms of the development of innovative services. In particular the improvement of information service systems and strategies in changed business environment.

• Journal of Korea Society of Digital Industry and Information Management
• /
• v.6 no.3
• /
• pp.159-168
• /
• 2010

Developments and changes in digital environment based on computer technologies and internet networks enabled us interactive communication for planning and execution through the freedom of 'connection', 'sharing', and 'conversion'. The subject of this study, interactive commercial, might be the core of success based on creation which stems from communication design, revolution in design and technology, and conversion. Communication in modern economy is not optional, but essential. Furthermore, like evolution process up to Augmented Reality from developments of mobile communication technology, or concept in paradigm change, digital interactive commercial means the core of success, not a part of it. Therefore, in order to achieve success in the global competition structure, mobile communication design, revolution, and creation which produce added value shall be working as a base. In order to reach effective communication process performance of interactive commercial media, this study would like to propose building a media commercial system which is realized by human senses. Using this, standardized methods for interactive commercial which can be used together with augmented reality based on digital technology, and for using digital robot contents are available, along with methodology system of their use. In addition, the ultimate goal of this study aims to discover new factors through reorganization of precedent analysis and adaptation based on academic achievement and practical application. And thus, it wants to contribute to practical use of interactive commercial out of augmented reality-based communication in which technology, marketing, and design are integrated to be used in real sense.

• Asia pacific journal of information systems
• /
• v.11 no.4
• /
• pp.27-41
• /
• 2001

CRM is at the core of any customer-focused business strategy and includes the people, processes, and technology questions associated with marketing, sales, and service. In today's hyper-competitive world, organizations looking to implement successful CRM strategies need to focus on a common view of the customer using integrated information systems and contact center implementations that allow the customer to communicate via any desired communication channel. A CRM solution contains a number of sophisticated tools that enable to extract detailed information about customers. This information can be used to gain a better understanding of customers. From this we can determine trends, and so refine business toward customers' needs and target new products to particular customer groups. This paper presents an approach for forming the product-customer groups using neural networks for customer relationship management. The Carpenter-Grossberg's neural network, which has been used for manufacturing cell formation in group technology, is modified and applied for product-customer group formation. As a result of numerical experiments, it is also useful for more complex problems in which customers have different preferences for each product.

• Proceedings of the Korea Contents Association Conference
• /
• 2009.05a
• /
• pp.1229-1235
• /
• 2009

A call center is a place that an enterprise contacts with clients through information and communication technologies. It is, therefore, the integrated situation room that a consultant gives expert advice to clients using tele-marketing functions and communication technologies. Recently, the tendency of the enterprise is toward newly designing and improving the office layout in consideration of the psychology and the aesthetic intention of the personnel for a performance of the enterprise. In this paper, we study on the influence of a consultant seating arrangement on job satisfaction and immersion in order to maximize the job efficiency of the call center. Human-oriented office layout lead the consultants to be immersed in their job, to reduce stress, and to increasing the job efficiency.