[Global Economic Times] EMCG Announces 'Business Direction Season 2' for AI and Zero-Click Era

As the AI-based search environment and the zero-click era spreads, companies' brand marketing strategies are also changing. To respond to these environmental changes, EMCG recently announced 'Business Direction Season 2' and unveiled the 'Early Brand Touch Strategy'.

At the recent strategy presentation event, the company introduced the changing advertising market and brand touchpoint strategies to about 40 CMOs and marketing executives from domestic and international companies. The company explained that the rapid growth of online and offline advertising outlets has led to an increasingly crowded advertising landscape, while the way consumers seek information is also changing rapidly.

A key change is the proliferation of AI-powered search services and the rise of "zero-click" behavior, which involves consuming information without clicking on search results. Consumers are also increasingly going straight to the source of information without visiting a website after a search.

In response, the company has come up with an Early Brand Touch strategy that enables brands to establish contact with consumers before they start searching. The core strategies are New Airline Media (NAM), a media solution based on airplane advertisements, and Vertical Media (VM), a targeted marketing system based on a platform that is close to life.

NAM is a media solution that utilizes the space inside and outside the aircraft, including exterior wraparound advertising, in-flight advertising, and tray table advertising. 

Vertical Media is a data-driven marketing scheme based on platforms that consumers use on a daily basis, such as carrier memberships, credit card applications, and lifestyle platforms. EMCG explained that it uses these hyper-local platforms to deliver targeted marketing strategies that reach a brand's core audience first, and when they are most likely to make a purchase.

"In the era of AI and zero-click, it's important for brands to engage with consumers before they search, not after," said Meng Sekyu. "We will support companies and local governments in creating brand marketing outcomes through a structure that combines airplane ad-based media with lifestyle platform media."

Source: Global Economic Times (https://www.getnews.co.kr)