University Students Collaborate... Digital Transformation Support Project Launched
Some Businesses Achieve 629% ROI in Shopping Search Ads
[Asia Economy Yeongnam Reporting Headquarters Reporter Dongguk Lee] Busan City, in collaboration with the National Pukyong National University and Naver, has achieved tangible results by promoting the ‘Small Business Digital Transformation Support Project’ aimed at supporting the digital transformation of local small business owners and fostering data-driven digital convergence talents.
This project is part of the ‘Small Business Digital Transformation Workforce Development and Research Cooperation Agreement’ signed in June last year.
Although the e-commerce market is rapidly growing every year, the digital market entry of domestic small business owners is poor, standing at only about 19% compared to OECD countries.
In particular, less than 10% of domestic small business owners achieve results in the digital market, and this situation becomes more severe in regional areas.
Accordingly, the city has been promoting a project to support the digital marketing activities and enhance the digital independence of small business owners by collaborating with Pukyong National University and Naver through the regular course ‘Content Marketing (taught by Professor Kim Jeonghwan)’ of Pukyong National University’s ‘Human ICT Convergence Major.’
A total of nine teams participated in this project, each consisting of Pukyong National University students and small business owners.
The university students acted as digital guides for small business owners by executing data-based search advertising, real-time interactive sales (live commerce), and utilizing smart stores.
The participating students came from various departments and formed teams with small business owners they discovered through their own efforts.
The digital achievements of the participating business owners are remarkable.
For example, Idogonggam, which sells tents, recorded a 127% sales growth compared to before conducting real-time interactive sales (live commerce), and Amuse Market, which sells women’s clothing, achieved a 629% advertising return on investment through shopping search ads.
At the performance report meeting held on December 20, a talk concert titled ‘The Platform We Talk About, and Cooperation’ was held with the participating small business owners.
Moderated by Professor Kim Jeonghwan (Human ICT Convergence Major, Pukyong National University), the event featured Idogonggam Director Jang Jinkwon, Amuse Market CEO Park Hyeyeon, Millieware CEO Lee Yongwoo, Andear CEO Bae Eunjin, and Naver Leader Park Suha.
The business owners positively evaluated their experience participating in digital marketing activities with the students, and most stated that they would continue to develop and sustain digital marketing even after the project ended.
Lee Yongwoo, CEO of Millieware, said, “Naver Smart Store is essentially Millieware’s store. For businesses without offline stores, digital platforms have a meaning beyond just a store,” explaining why they feel attached to the platform.
Naver Leader Park Suha said, “We will strive to make it more convenient and easier for small business owners to use the Naver platform and achieve results,” and explained the recent trend focusing on short video (short clip) content.
Professor Kim Jeonghwan, who moderated the event, evaluated, “Depending on the functions and roles of the platform, small business owners can gain wings in the digital market,” adding, “Especially in the case of the Naver platform, it is an ideal platform for early-stage businesses entering the digital market.”
Lee Joonseung, Director of the Digital Economy Innovation Office of Busan City, said, “In the modern era, the success or failure of a business depends on how well data is utilized in a creative innovation and digital environment,” and added, “This project will serve as a new cooperation model where local governments, industries, and universities collaborate to provide growth directions for small business owners. The city will continue to promote various policies for the transition to a digital economy.”
Regarding the Small Business Digital Transformation Support Project, Jang Youngsoo, President of Pukyong National University, said, “It is even more meaningful as it is the result of cooperation with local governments and companies to support the digital transformation of small business owners. We will continue to consider various cooperation models and strive to connect them to educational programs for the digital growth of small business owners.”
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