사회적기업의 디지털마케팅 도입에 대한 탐색적 연구

Abstract

In this research, we conducted qualitative research on digital marketing activities of Korean social enterprises and aimed at strategic proposals based on this result.

As a research method, from August 2016 to November 2016, a careful interview was conducted for entrepreneurs and marketers in eight social enterprises for a total of three months. As a result of analyzing the contents of the interview, the digital marketing activities of social enterprises were carried out without customer analysis and marketing strategy, analysis and evaluation of marketing activities were not conducted, improvement of marketing activities and derivation of correction strategies, systematic It was difficult to execute the promotion. Although I have a home page, the location of reactive Web pages that can correspond to various digital devices, such as smartphones and tablet PCs, has stayed a part, internal members did not understand mobile trends high. Also, while there were a small number of marketing staff, they operated an average of three or more social media media, and the communication with the customers and the quality of contents declined.

The reason why digital marketing of social enterprises is difficult is financial difficulties for the first reason. Secondly, the will and understanding of the representative of the company are not clear, and thirdly, it was difficult to frequently leave officials or to supply and supply specialized human resources.

In this research, social enterprises switch to marketing thinking of decision makers in order to conduct effective communication activities with customers more effectively through digital marketing, develop customer analysis and digital marketing strategy, digital We propose evaluating and coordinating digital marketing activities through cultivating specialized human resources of marketing, strengthening capabilities, mobile optimization activities, and Web log analysis.

Many social enterprises have a lot of interest in digital marketing as recent digital marketing is recognized by the main way of communication between enterprises and customers. However, as Korean social enterprises are not sufficient in human resources and funds, it is difficult to proactively engage in digital marketing. In this research, I would like to provide meaningful methodology to social entrepreneurs and marketers looking to introduce digital marketing.