"Importance of Developing and Spreading Digital Marketing Techniques Suited to Characteristics of Seafood Products"
On the 13th, a joint symposium of the Korean Society of Fisheries Science was held at the Seogwipo KAL Hotel in Jeju.
[Asia Economy Yeongnam Reporting Headquarters Reporter Choi Soon-kyung] The Fisheries Food Industrialization Technology Support Center (RCIDS) at Gyeongsang National University held a symposium on the 13th at the Seogwipo KAL Hotel in Jeju, jointly with the Korean Society of Fisheries Science’s Fisheries Utilization and Processing Division and the Overseas Market Analysis Center of the Korea Maritime Institute, under the theme “Enhancing Marketing Competitiveness for Pioneering New Markets in Fisheries Food.”
The first speaker at the symposium, Research Fellow Lim Kyung-hee of the Korea Maritime Institute, forecasted that “fisheries food is recognized as a ‘health food’ and will maintain continuous global growth,” adding, “Since COVID-19, ‘safety, processing, convenience,’ and ‘sustainability’ have emerged as key keywords in seafood consumption. To capture the future global fisheries food market, it is important to develop processed seafood products that satisfy these demands.”
Research Fellow Lim also explained, “It is necessary to actively carry out promotional activities through online channels and to actively utilize transaction systems based on online platforms.”
Lee Kwang-yong, CEO of Woori Nuri, in his presentation titled “Market Entry Strategies for Fisheries Food through Influencer Marketing,” stated, “After setting the initial direction for influencer marketing, it is important to approach by establishing activity plans suitable for marketing objectives, such as branded content creation, partnership marketing, and follower events, considering the campaign’s return on investment.”
CEO Lee suggested, “It is necessary to establish purpose-driven marketing plans that consider influencer marketing advertising guidelines and national characteristics of the target countries, taking into account the nature of food products.”
Yoon Yong-chan, Head of Data Marketing Korea, explained, “Currently, customers make purchase decisions more digitally than offline. When consumers recognize the need for a product, they seek necessary information through ‘search’ behavior and visit the ‘homepage’ to obtain detailed product information.”
He also introduced cases on what types of data to analyze and utilize to understand consumer behavior, noting, “Consumers check product reviews on cafes, communities, and blogs, and watch usage patterns of celebrities and expert reviews on SNS channels such as YouTube and Instagram.”
Park Sang-hoon, Director of the International Certification Support Center at the Korea Fisheries Association, said, “Recently, as buyers and consumers demanding healthy seafood have increased, the importance of certifications such as ASC and MSC, which aim for sustainability and overall social trust, has been highlighted.”
He expressed concern, stating, “Besides these certifications, various certifications tailored to the characteristics of export countries are required by major countries, but for Korea, where many small-scale fisheries companies exist, certification itself can act as an obstacle to export expansion.”
Kim Jin-su, Director of the Fisheries Food Industrialization Technology Support Center at Gyeongsang National University, emphasized, “For pioneering new global markets and expanding domestic demand for Korean processed seafood products, it is very important to develop excellent processed foods and also to utilize the latest marketing techniques suitable for the current time.”
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