<From Marketing 1.0 ~ Marketing 5. 0>
We will compare and analyze various marketing generations from Marketing 1.0 to 5.0.
- Marketing 1.0 (Product-Centric Marketing):
Focus: Focusing on the product itself.
Key features: Provide information to consumers by emphasizing product quality and features.
Consumer role: Passive buyer.
Communications: Primarily focused on advertising and promotional activities.
- Marketing 2.0 (Market-Centric Marketing):
Focus: Focus on customer segments.
Key features: Identify customer groups through market research and segmentation.
Consumer role: A customer belonging to a specific group.
Communication: Deliver personalized messages to customers.
- Marketing 3.0 (Value-Centric Marketing):
Focus: Focused on delivering value.
Key characteristics: Trying to harmonize customer values with the brand’s values.
Consumer role: A customer who shares relatable values with the brand.
Communication: Emotional connection and shared values between brand and customer.
- Marketing 4.0 (Digital Marketing):
Focus: Focus on digital technologies and online platforms.
Key features: Reach consumers through digital marketing channels.
Consumer Role: Active customers who search and share information online.
Communications: Digital campaigns through social media, email, and search engines.
- Marketing 5.0 (Consumer-Centric, Engagement, Technology, Sustainability, Multichannel):
Focus: Consumer-centric, engagement, technology, sustainability, multi-channel.
Key features: Focus on customer needs and values, drive consumer engagement, leverage technology and innovation,
Sustainable marketing, utilizing various channels.
Consumer role: A customer who forms shared values with the brand through interaction with the brand.
Communications: Social media, personalized experiences, sustainable brand messaging, multi-channel strategies.
Marketing 5.0 evolves the marketing approaches of previous generations to strengthen relationships with consumers and emphasize the sustainability of brands.
Interacting with consumers and utilizing various channels are important, and we seek to provide a better customer experience through technology and innovation.
<Marketing 5.0>
Marketing 5.0 is a concept that develops traditional marketing strategies to suit the modern consumer environment. The main characteristics of Marketing 5.0 are briefly summarized as follows.
Consumer-Centric: Marketing 5.0 emphasizes structuring marketing strategies around consumers’ needs and values.
Understand customer needs, develop products, services and communications accordingly, and improve customer experience.
Engagement and Sharing: Encourage interaction with consumers and encourage sharing and engagement between brands and consumers through platforms such as social media.
This builds brand awareness and trust and spreads marketing messages.
Technology and Innovation: Marketing 5.0 actively utilizes innovative technologies to provide new experiences to customers.
Optimize marketing strategies using data analysis and artificial intelligence.
Sustainability: Emphasizes sustainable marketing that considers environmental issues and social responsibility.
The brand communicates and practices environmentally friendly and ethical values to customers.
Multichannel Strategy: Interact with customers through various channels and create effective marketing campaigns by integrating online and offline.
Marketing 5.0 represents a modern approach that expands existing marketing theories and promotes brand success by strengthening connections with consumers.
<Blackpink more than marketing 5.0>
- Differences between Blackpink and other female groups: music, style, global influence>
Female idol groups are an important part of the K-pop industry, with various groups displaying unique characteristics in a variety of aspects including music, style, and fandom. Among them, Blackpink shines as a unique entity in many aspects.
1. Musical diversity and exploration: Blackpink explores various music styles and presents songs of various genres such as pop, hip-hop, EDM, and retro. Because of this, their music appeals to a wide audience. Although other female groups also have outstanding musical achievements, Blackpink’s music highlights their unique characteristics.
2. Visual and fashion icon: Blackpink members are recognized as fashion icons at home and abroad for their beautiful appearance and stylish fashion sense. Their fashion collaborates with fashion brands and exerts great influence in the fashion world.
3. Global influence and activities: Blackpink is active both at home and abroad and is gaining great recognition in the global market. They shine above all else on overseas stages, proving their global influence. In contrast, some women’s groups may be primarily active domestically or may have limited activity abroad.
4. Concept and stage presentation: Blackpink captivates audiences with powerful and charismatic stage performances, and their stage concepts and presentations are original and memorable. This can be considered one of the differences from other female groups.
5. Unique concept and character: Each member has a unique character, and their concept is highlighted in various ways. This creates a strong connection with their fans.
Blackpink is considered one of the unique and successful female idol groups in many aspects, including music, fashion, and global activities. Their unrivaled charm and achievements are one of the representative examples of the K-pop industry’s growth and global popularity.
<Features of K-Culture in Korea>
Korea is evaluated around the world as a country that has achieved industrialization and democratization in a short period of 30 years, the fastest in the history of capitalism and capable of competing with advanced countries.
This is an ethnic community with a strong and deep unique history and cultural fusion ability in East Asia, starting with a 5,000-year history. The DNA of Koreans, the ‘Baedal people’ with the best survival ability who survived the difficult upheavals of East Asian history, is still present today. As the foundation of K-Cultue, it continues to spread throughout society.
Digital industrialization, social democratization, financial market opening, and globalization have grown rapidly from the 1980s to 2020, and Korea has begun to establish itself as a leader in the digital convergence era that represents the 21st century.
This free and enriched social phenomenon, where physical and humanistic boundaries are broken down, has exploded in various fields such as politics, economy, and society, as well as culture, art, and sports, and has flourished a digital age culture that represents a diverse spirit of experimentation throughout Korean society. started to do it.
The world’s highest high-speed Internet communication network, the world’s highest Internet penetration rate (99.96%), and the world’s highest smartphone penetration rate (95%) can be said to be the hardware core of K-Culture, which leads not only domestically but also the world. .
And this cultural phenomenon has spread from the traditional media market of TV, radio, satellite channels, and hundreds of cables to mobile and the Internet, and to multi-media such as various portal sites, mobile games, YouTube, Instagram, Facebook, and TikTok. A spiral structure of growth and diffusion was established.
If we look at the basis of cultural content with K-Culture software as its core, we can see that various contents represented by webtoons and web novels, which have hundreds of millions of views, clearly surpassing even Japan, which dominated the global market as a cartoon kingdom for decades, have expanded into a universal worldview. It has grown into movies and dramas, and the gaming industry, which leads the world’s E-sports, has made significant progress based on cultural diversity.
In other words, like the butterfly effect, a cultural big bang led to a global expansion leading to a positive viral effect.
For example, the characteristics of Korean dramas and movies are the ability to create interesting and new interpretations of various stories that cannot be satisfied by the monotonous heroics, action, and fantasy of American-led movies, and psychological depictions that thoroughly delve into society and the inner world of humans. and the creative ability to draw out diverse ideas, and the execution ability to achieve amazing results through concentration and immersion based on a relatively small budget.
As a result, It works that received global recognition and praise such as ‘Parasite, Squid Game, Kingdom, The Glory, and Moving’ were finally introduced to the global market.
The traditional sports field is different from the Korean and global sports industries, but Korea is unrivaled and leading the market in E-Sport and the world’s first professional billiards league.
To this extent, K-Culture is playing a pioneering role in a unique and new digital world.
K-POP, which represents K-Culture along with K-Movie, is based on the amazing system of unique large music entertainment companies that combine global music and dance trends, and the training system called the gifted academy method eventually led to a comprehensive project. ‘BTS’ and ‘Blackpink’ have taken a unique position in the global music market.
The way to reach the top in any field is through the individual’s outstanding talent, the efforts of applicants surrounding the surrounding environment, and the appropriate timing to be able to breathe and enter the global market to finally achieve success.
Based on Marketing 5.0 cited above, there are various indicators that Blackpink shows as an example of moving one step further to the highest peak of marketing.
《Various indicators to evaluate popularity and awareness》
Official YouTube channel subscriber count (91.1 million): No. 1 domestic artist, No. 1 worldwide artist.
Official YouTube channel views (30 billion): No. 1 worldwide artist, No. 1 domestic artist.
Number of followers on Spotify: No. 1 girl group in the world, No. 1 female singer in Korea, No. 8 female artist in the world.
Number of monthly listeners on Spotify: The highest number of monthly listeners in the history of girl groups worldwide.
Number of personal Instagram followers: 1st to 4th among men and women in Korea: Lisa (95.26 million) – Jenny (7,994) – Jisoo (7,404) – Rosé (7,254).
Official Instagram follower count (57 million): 1st among domestic female singers, 2nd among domestic male and female singers combined.
Official V App follower count: 1st among domestic female singers, 2nd among domestic male and female singers combined.
The single and album released in 2020 ranked 13th on the Billboard Hot 100 and 2nd on the Billboard 200, respectively, the first and best performance ever for a Korean girl group, and became the first girl group in the world to top the Billboard Artist 100 chart in Billboard history.
BLACKPINK’s first full-length album, 《THE ALBUM》, became the first Korean girl group to become a million-seller, and at the time, it sold 1.4 million copies, the highest initial sales and distribution record for a Korean girl group and the highest sales for a Korean female singer of all time.
Their second full-length album, 《BORN PINK》, became the first Korean girl group to become a double million seller with 1.54 million copies in the first week, breaking the previous record and selling over 1 million copies, which is a million seller, on the first day.
It is a record that ranks among the top 10 first-week records for Korean singers’ albums of all time, with pre-orders exceeding 2 million copies and total sales of approximately 2.8 million copies on the Circle Chart. Full article It ranked first in the UK chart album category and first on the Billboard 200 chart.
Destiny’s Child was the girl group that swept both the English and American charts simultaneously. After this, Blackpink achieved the feat for the first time in 21 years, becoming the first Korean and Asian girl group to do so and the second girl group worldwide to do so.
Thanks to this, it also rose to first place on the Billboard Artist 100 chart. In addition, the title song ‘Shut Down’ ranked first on Spotify’s global weekly chart, setting a record for the first time by a Korean singer.
BLACKPINK holds the first and second most viewed K-pop idol group music videos on YouTube, and is the first girl group in the world to surpass 30 million followers on Spotify.
BLACKPINK’s status is enormous in global high brand fashion and other industries.
For the first time in a group in the world, each member is working as a global ambassador, and Blackpink is the first group to do so.
* Jisoo: Global ambassador and muse of ‘Dior’, ‘Dior Beauty’, ‘Cartier’, and ‘Dunst’.
* Jenny: Global ambassador and muse of ‘Chanel’, ‘Calvin Klein’, ‘Hera’, and ‘Gentle Monster’.
* Rosé: ‘Saint Laurent’, ‘Saint Laurent Beauty’, ‘Tiffany & Co.’, ‘Sulwhasoo’ global ambassador and muse.
* Lisa: Global ambassador and muse for ‘Celine’, ‘Bulgari’, ‘MAC’, and ‘Chivas Regal’.
BLACKPINK: Adidas Global Ambassador.
Blackpink, a group representing K-Culture and K-POP culture for 7 years,
It can be evaluated that it has already taken the place of a mythical legend and created history.
Furthermore, whether they grow further as a group or differentiate into their own individual fields, they are proud cultural artists representing Korea along with BTS.
<Blackpink analysis and evaluation>
1. 4 Diamond Genius: A combination of original and unique solos and groups
2. Musical excellence: Teddy and other producing corps
3. YG’s training system: marketing, music video, performance ability
4. Symbols of digital globalization: YouTube, Instagram, TikTok, etc.
5. K-POP and K-Culture: Core model of K-Marketing 5.0+++
6. Expansion into the digital world: Network core marketing of consumers around the world that reproduces infinitely repeatedly
Personally, the Blackpink members who have grown into global stars are able to carry out group activities without any major problems.
At the center of a life that seems continuous, harmonious, and happy, the role of ‘Jisoo’ appears to be significant.
‘Jisoo’ is her eldest sister, so-called eccentric and extremely realistic.
The mindset of pursuing a free life becomes a focal point for other emotional members.
She is always seen as a great driving force that encompasses everyone.
Since she was a trainee, she took care of her younger siblings like a mother, so she is like a tree that they can trust and rely on.
It is playing a role.
‘Jenni’, who has karma in the group and appears to be a musical ace, really loves ‘Jisoo’.
Her good manners, like her real sisters, are a source of energy for the team to function and create teamwork.
‘Jenni’, who leads the group’s music activities, embraces her youngest members and moves forward with her older sister.
Her appearance makes Blackpink unwavering with very little dissonance.
The youngest group members, ‘Lisa’ and ‘Rosé’, are like twin sisters and have a bit of bickering among their peers. Because they give for each other and sincerely like and love Jisoo and Jennie.
I think it creates another axis for the group to achieve harmony.
Separately and together, they are called Jensoo, Chaesoo, Lisoo, Chaeni, Jenlisa, Chaelisa, and Jensoolichaeng.
They are members of Blackpink who stand out for their affection and harmony with each other.
VIKING BARCA 