POSCO Meets Clients in the Metaverse... Marketing Digital Transformation

Launch of Marketing Metaverse Promotion TF on the 3rd
Initiating a Shift in Marketing Paradigm

[Asia Economy Reporter Jeong Dong-hoon] POSCO is set to actively promote marketing digital transformation based on the metaverse.

On the 3rd, POSCO launched the Marketing Metaverse Promotion TF and plans to build a metaverse platform specialized for the steel industry and B2B (business-to-business) sales to transform the marketing paradigm.

This project is led by the Marketing Headquarters and involves related departments such as the Management Support Headquarters, Technical Research Institute, as well as POSCO Group entities including POSCO Holdings Future Technology Research Institute AI Lab and POSCO ICT.

POSCO is promoting digital transformation in marketing based on the metaverse. Vice Chairman Kim Hak-dong (far right in the photo) is delivering a greeting at the launch ceremony of the Marketing Metaverse Promotion Task Force held on the 3rd at POSCO Center in Gangnam, Seoul. Photo by POSCO

The metaverse space designed by POSCO will consist of ▲collaboration spaces between internal departments ▲communication spaces between POSCO and customers ▲exchange spaces among customers.

First, POSCO plans to enhance marketing data analysis within the Marketing Headquarters by utilizing metaverse solutions such as AI, focusing on sales strategies by product, purchasing characteristics by customer, and future industry trends. Additionally, it will operate a system that maximizes collaboration by interconnecting tasks between departments and individuals to respond quickly and efficiently to customer demands.

Alongside this, in the short term, POSCO will completely revamp the customer response platform (e-Sales) and create a digital showroom where customers worldwide can directly experience POSCO products, improving business convenience beyond time and space. Through the digital platform, it is expected to provide real-time responses to customer inquiries via customized product recommendations, order/production/shipment information, and market outlooks.

Furthermore, in the mid to long term, POSCO plans to develop the metaverse platform into a space where customers meet each other and create new business opportunities. Customer companies will be able to promote their products within the POSCO metaverse platform, invite other customers to exchange information, and connect these interactions to business.

In the future, POSCO intends to build a metaverse model connecting the entire steel supply value chain, including overseas subsidiaries, domestic and international processing centers, and customers, to strengthen communication with all stakeholders related to the steel industry and establish a digital steel ecosystem to secure differentiated business competitiveness.

Kim Hak-dong, Vice Chairman of POSCO, attended the Marketing Metaverse Promotion TF launch ceremony and emphasized, "Please implement a platform where customers and stakeholders can easily and quickly do business with POSCO and participate freely," adding, "We must prepare for future business environment changes starting with this metaverse-based digital transformation."

Meanwhile, POSCO showcased a metaverse platform experience zone at the 2022 Eco-friendly Materials Forum held on November 1 last year at the Songdo Convensia in Incheon. At that time, visitors showed great interest in demonstrations supporting customer product development and resolving customer claims through a digital simulator interacting with an AI chatbot.