[FinanceToday]. EMCG Unveils Strategy for AI Search: 'Early Brand Touch'
Airline advertising and vertical media-based marketing company EMCG (CEO Seungkyu Mwang) has unveiled a new brand marketing strategy to respond to the changing search landscape driven by artificial intelligence (AI).
EMCG recently announced its 'Business Direction Season 2' and announced its 'Early Brand Touch Strategy'. The strategy is designed to respond to the changing way consumers seek information along with the proliferation of AI-based search services.
At the recent strategy presentation event, about 40 CMOs and marketing executives from domestic and international companies attended to hear about changes in the advertising market and brand touchpoint strategies.
EMCG explained that the rapid growth of online and offline advertising outlets is making the advertising landscape more competitive, while at the same time changing the way consumers seek information.
In particular, the proliferation of AI search services has led to an increase in "zero-click" consumption behavior, where information is viewed without clicking on the search results page.
In this environment, traditional click-focused performance marketing is becoming increasingly difficult to both build brand awareness and convert.
As a strategy to respond to these changes, EMCG introduced the concept of "Early Brand Touch" to create brand contact with consumers before they start searching. New Airline Media (NAM), a media solution based on airplane advertising, and Vertical Media (VM), a platform-based advertising system, were introduced as the main means of execution.
NAM is an advertising medium that utilizes space inside and outside the aircraft, including exterior wrap ads, in-flight ads, and tray table ads. It is structured to deliver brand messages at key points in the travel process when consumers are most engaged, EMCG said.
Vertical media is a data-driven marketing approach that builds on everyday digital platforms, such as telecom membership services, credit card applications, and lifestyle platforms. This allows for targeted marketing to specific audiences, the company explains.
"In the AI-driven search environment, it is important for brands to engage with consumers before they search, not after," said Meng Se-kyu, CEO of EMCG. "We plan to support the brand marketing activities of companies and local governments through a structure that combines airplane advertising and lifestyle platform media."
EMCG said it plans to expand its integrated online and offline media strategy, which combines airplane ads, airport ads, and ads on livability platforms, to businesses, local governments, and public institutions.