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What drives digital engagement from consumers in Korea? In today's rapidly evolving digital landscape, staying connected with customers through effective social network service (SNS) marketing is critical for sustained success. The 2024 Korea Digital Customer Satisfaction (HTHI) survey, orchestrated by the Korea Marketing Association and Consumer Evaluation Co., Ltd., sheds light on the leaders in digital customer engagement and the trends shaping the industry. This comprehensive survey evaluates how well companies communicate with their customers in a digital-oriented business environment, providing a glimpse into the future market competitiveness.
Top Performers Across Industries
The HTHI survey, now in its 12th year, analyzed data from 76 industries, evaluating metrics such as the number of posts, followers, comments, likes, and shares. The results are weighted 40% on quantitative and 60% on qualitative indicators, culminating in a final score out of 1,000 points.
This year's top performers include:
Kia: Leading the pack with an impressive 989 points.
Korea Tourism Organization: Close behind with 967 points.
LX: Securing a strong position with 952 points.
Hyundai Motor: Demonstrating excellence with 940 points.
National Police Agency: A robust presence with 931 points.
Ottogi and CU: Both scoring high with 926 points each.
National Fire Agency: Effective communication scoring 924 points.
DB Insurance: Engaging customers with 914 points.
LG Uplus: Concluding the top 10 with 907 points.
These companies exemplify excellence in SNS marketing, highlighting the importance of continuous and authentic customer engagement.
Emerging Trends and Shifts
Rise of Short-Form Content
One of the standout trends in this year's survey is the rise of short-form content. Platforms like YouTube Shorts and Instagram Reels have become pivotal in SNS marketing strategies. Domestic companies are rapidly adopting this format, recognizing its power in capturing and retaining customer attention. The ability to communicate effectively in short, engaging bursts is becoming a cornerstone of modern digital marketing.
Changing Leaders in Industrial Groups
A notable shift is observed with 24 companies changing their No. 1 positions within their industrial groups, accounting for 32% of the surveyed industries. This includes brands like Uniqlo, Atomy, Soda, LG Dios, North Face, Hera, Binggrae, and more. The dynamic nature of digital preferences underscores the need for companies to continually innovate and adapt their SNS strategies to stay relevant.
Consistent Long-Term Leaders
Despite these shifts, some companies have maintained their leadership positions for extended periods, demonstrating sustained excellence in digital customer satisfaction. Brands like Baskin Robbins, CGV, Domino Pizza, Dunkin, LX Jiin, Police Agency, Lotte Hotel, Orion, Sulwhasoo, Netmarble, and E-Mart have shown remarkable consistency, earning customer loyalty through superior SNS engagement.
Strategic Imperatives for B2B Success
In an uncertain economic environment, the ability to communicate effectively with customers is paramount. As emphasized by Kim Gil-hwan, Chairman of the Korea Marketing Association, "The essence of SNS competitiveness lies in the authenticity of keeping a diary every day." Companies must prioritize genuine and consistent engagement to build and maintain customer trust.
Recommendations for Companies
1. Embrace Short-Form Content: Leverage platforms like YouTube Shorts and Instagram Reels to create engaging, bite-sized content that resonates with your audience.
2. Stay Agile: Be prepared to adapt and innovate your SNS strategies to keep pace with changing customer preferences.
3. Prioritize Authenticity: Build genuine relationships with your customers by maintaining consistent and honest communication.
4. Monitor Industry Trends: Keep a close eye on industry leaders and emerging trends to inform your SNS strategies and stay ahead of the competition.
The 2024 HTHI survey provides invaluable insights into the evolving landscape of digital customer satisfaction. By understanding and applying these trends, companies can enhance their SNS strategies, ensuring sustained success in the digital era.
For more information, contact UX Research Player today.
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