Electronics Industry Heats Up Non-Face-to-Face Marketing... Strengthening COVID-19 Response

YouTube introduction video of the LG Tromm WashTower product.

[Asia Economy Reporter Dongwoo Lee] Major domestic electronics companies such as Samsung Electronics and LG Electronics are strengthening untact (non-face-to-face) marketing. This is a measure to prepare for the contraction of offline sales as the impact of the novel coronavirus infection (COVID-19) prolongs.

According to the industry on the 9th, Samsung Electronics started a dot-com hot deal event through its official website. Customers who purchase more than 500,000 won this month will receive a Royalford tableware set as a gift. They sell sound products such as wireless earphones, QLED TVs, washing machines, refrigerators, home appliances, and gaming monitors.

Using YouTube, various content introducing how to enjoy products such as 'How to enjoy TV at home' is also actively introduced. Related videos uploaded on YouTube after COVID-19 have more than doubled compared to before.

This untact marketing is also having a positive effect on sales. Earlier, the 300-unit limited pre-sale event for the QLED 8K TV held on Samsung.com sold out, and two models of the QLED 4K 55-inch also achieved sold-out results.

LG Electronics recently held a launch event for the 'Tromm WashTower,' an integrated washing machine and dryer, through YouTube. In the total 12 minutes and 50 seconds video, a famous celebrity easily explains to consumers how to use and utilize the integrated washing machine and dryer.

On the 7th, the launch event for the new smartphone 'LG Velvet' was also held online. LG Electronics depicted fashion models styled according to the four colors of the LG Velvet walking the runway in a total 23-minute video.

They emphasized introducing the LG Velvet as a fashion item by styling it as a crossbody bag using the strap. Famous YouTubers such as ‘The Edit’ and ‘Korean Englishman’ provided various videos introducing the product.

An industry official said, "As consumers visiting offline stores are somewhat shrinking due to the impact of COVID-19, companies are strengthening product promotion using active online marketing," adding, "It is not just limited to introducing through videos but also strengthening areas restricted offline by utilizing storytelling and innovative events."