Tag Archives: marketing

Advertising is inevitably linked to human psychology not only in terms of creative processes but in order to make communication more effective and more impactful in the mind of the consumer. However, to strike the sensitive chord of the human heart that will make a potential buyer take action, the right mode of advertising should be chosen.

Through the Line (TTL):

Through the Line (TTL):

It refers to an advertising strategy that includes both above and below the line communications, in which one form of advertising directs the target to another form of advertising, thus crossing the ‘line.’ A TV commercial that says, “Come into the store to sample XYZ product” is an example. In this case, the TV commercial is an example of ‘above the line’ advertising, and once inside the store, the target customer is presented with ‘below the line’ promotional materials such as store banners, competition entry forms, and so on…

We’ve talked about the difference between ATL and BTL in the previous article, but can you say where online advertising is situated?

The right answer is that online advertising can both be ATL and BTL depending on the platform or the reason for which the website has been created. For example, if one creates a website based on cooking recipes, it is limiting the target audience to only those interested in the subject making it a BTL mode of advertising. But a platform such as Facebook is universal and communicates with the mass, therefore it is ATL in this case.

Online Advertising Mechanism

Online Advertising Mechanism

There are a lot of talks about online advertising. But do you know how it really works? How is money made via websites, what are the forms of communication online? We will now try to explain some of these mechanisms.

To start with, here are some advantages and disadvantages associated with this medium:


Even if an online advert appears to be more comprehensive than other forms of media, it is unquestionably less expensive. Internet ad packages are available for as little as $ 10.00 for a month, or by a set number of ‘hits,’ depending on the advertiser.

The Presentation to the Market

If your goods or services are aimed at the millennial population or the corporate world, Internet advertisements are ideal because they are already connected to the internet and surfing websites. A few of the pages where your ad appears may also include a link to your own website. As a result, your website will receive more “hits”!

Relatively Trouble-Free

All you really need is a PC, some knowledge and ideas for designing your site, then look for the best Internet ad package for your advertising needs and budgets, choose from a variety of advertisement methods such as Banner Ads, text ads, whether you want to work with pop-ups or pop-unders, and so on. All from the convenience of your own home.

Update Ads

Apart from TV commercials, which must be updated on a regular basis, your Internet ads may remain unchanged for an extended period of time. If they need to be updated, changing the site or your ad is usually a simple process that can be completed quickly and easily.

Some disadvantages are:


It is a ‘restricted’ market that can be conquered if the Internet is only used for advertising displays. While more and more people are adopting technology and surfing the World Wide Web on a daily basis, there are still a significant number of average consumers who rely on traditional forms of advertising to gather information on specific products and services. Fortunately for us, Internet Advertisers are quickly changing in our favor, and this will soon be a non-issue.

Additional Costs

If you opt for a professional, a freelancer, or a company to create your website and/or advertise your product or service, the cost will be higher than if you did it yourself. While the costs may be an initial disadvantage, the long-term results may be very beneficial if you have the right people to work with.

It is indeed a fact that K-pop is ruling the world. However, did you know that there are certain techniques that are used by the K-pop industry to rev up their sales? And if you also want to know the key to the success of the K-pop entertainment industry, make sure to read till the last line of this article!

#1. Grow Content Creators

Who Is the U.S. K-Pop Fan? | Billboard

Who remembers the fan who screamed: “I am going to sue you Suga, for making me helplessly fall in love with you?” I do and I agree entirely with her. It’s illegal for K-pop idols to be so attractive.

Anyway, this is one of the legendary K-pop fan moments that will be remembered in history.

In our last article, we talked about how fandom culture in South Korea supports and increases K-pop celebrities’ popularity. But another thing that we will discuss here is fan-made content. Did you know that K-pop fans create numerous websites all over the Internet where they post articles, videos and pictures of their idols in different contexts?

For instance, some fans post and share the stories of how their favourite idols started their journey to success and include photos of their childhood and video clips of their past and present performances.

For example, a certain lucky fan coincidentally found some photos of the Golden Maknae of BTS from a pastor of a church and uploaded these pictures onto SNS. I still remember how these pictures immediately went viral and received thousands and thousands of retweets on Twitter. Millions of fans over the world went crazy over the photos of baby Jungkook and we can all agree that he has always been an adorable and handsome boy ever since he was a little child. Moreover, his adorable bunny face and toothy smile melted everyone’s hearts.

Nowadays, many fan websites, YouTube channels, and Instagram and Twitter accounts are dedicated to K-pop idols. For instance, several BTS fanfiction stories are created on YouTube or written on Wattpad. Below you will find a list of some of the fansites for the most famous K-pop boy band, BTS:


  • idollove: @idollove89 (website)
  • Bow Wow: @B_OW_wow (website)
  • 취미는사랑: @love_as_hobby (blog)
  • Go for it: @GOFORIT_39124 (blog)
  • Mingga: @mingga92

Moreover, what’s more fascinating in the Korean pop world is that much of their marketing does not happen through official means and instead it’s the fans who tend to promote the K-pop idols on social media actively. A great example is the fan cams of Korean celebrities on social media platforms. And according to “AE Top Musics”, a YouTube channel that compiled some of the highest viewed K-pop fan cams of all time, the first three most viewed fan cams belong to the three most drool-worthy members of BTS, that is, Jungkook, Jimin and V.

So, to all the marketers out there, you can use this tip to encourage your customers to share your own content. For example, invite them to your events and motivate them to post their own coverage of your events. You can also provide opportunities for them to view or try your products before they are launched.

#2. Concentrate on Content Marketing First

File:Line FriendsStore BT21 03.jpg - Wikimedia Commons

In the Korean entertainment industry, the K-entertainment companies try to make use of everything possible to ensure that their idols are always seen and heard. For instance, once a group is formed and launched, they try to make everything possible to make their stars become popular. And of course, it is easier for the entertainment companies to make money from their stars’ popularity. For example, they earn from concert ticket sales, albums sales to clothes, shoes, photo cards, calendars, stickers, dolls, key chains, accessories and more other idol-related merchandise.

For instance, did you know that there is a game called “To the Edge of Seventeen” that is a BTS inspired visual game? And what about BT21? Have you ever heard about it? Well, let me tell you that they are more than animated characters as they were created back in September 2017 by the members of BTS. When the boys spent a whole day sketching character ideas, a group of designers turned these rough sketches into more defined characters. There are eight in total: Tata, Mang, Chimmy, RJ, Koya, Cooky, Shooky, and Van.

Hence, we recommend that once your brand is stable and you have earned a loyal following, make sure to create branded items or work with non-competing products to produce co-branded stuff.

Will you apply these marketing strategies? Please share your comments!



Without a doubt, I can say that K-pop has won the attention and interest of worldwide audiences. And as a result, the Hallyu Wave improved and boosted the economy of South Korea. Now, if you want to learn the secrets behind the Korean pop industry’s success, I invite you to read the following article.

#1. Build a Unique Cultural Ecosystem

South Koreans Are Divided Over BTS' Looming Mandatory Military Service

What’s the first thing you think of when I say “Lachimolala” and “Tony Montana?” One boy who couldn’t read lips during a Whisper Challenge game and guessed “Lachimolala” from the word “Carbonara.” And do you also get the picture of Jin in your mind when I say these words: Worldwide handsome?

Well, whatever the reasons behind, these words will always be remembered in the K-pop world.

Now, did you know that K-pop has its own language?

For example, do you know what a stan, ship, bias, bias wrecker mean? And what about other terms such as maknae, eonni (unnie), oppa, hyung, noona, dongsaeng, hoobae, sunbae, dongan, selca, OTP? If these terms mean something to you, then many congratulations as you are now officially a part of the K-pop cultural ecosystem.

As you have guessed, the Korean pop culture has developed a unique language. And when talking about that, we cannot forget “taetae language”, which refers to the unique, if not weird, linguistic skills of Kim Tae Hyung. We still don’t know whether the BTS member was always intentionally sarcastic or he just misused his words. Either way, he never fails to amaze us with his language. Especially his “I purple you!”

But aside from this, K-pop groups have also brought a revolution in terms of our dressing styles to our hairstyles. For example, the introduction of makeup lines for men is largely due to the K-pop industry as several members of boy bands use lip tints, brow fillers and so on. As a result, it is not a coincidence that South Korea consists of nearly 20 % of global men’s cosmetics market.

In addition, the craziest and coolest haircuts of G-dragon, a famous Korean singer-rapper, have greatly influenced men’s hairstyles all over the world. Besides, needless to mention how netizens are head over heels for BlackPink’s absolutely beautiful and modernized Korean hanbok outfits in “How You Like That.”

Moreover, the K-pop industry encourages cultural diversity. I have to mention how BTS fuse many traditional cultures in their groundbreaking song “Idol.” For example, the Hanboks in the temple scene with Jimin is a representation of the Korean culture, the flower mandala is a spiritual symbol of Hinduism and Buddhism while the safari outfits they wore at the beginning of the MV represent the South African culture.

Furthermore, K-pop has also inspired people to explore the Korean cuisine and I have to say that TWICE’s Sana’s “Cheese Kimbap” was one of the most likely reasons for the increase of this Korean food.

Therefore, for your organization’s success, we recommend you to build your own cultural ecosystem by using practices and a specific style that fits your organization or adopt something that will become a signature of your product or brand community.

#2. Stroke the Passion of Your Customers

How K-pop fans became celebrated online vigilantes | MIT Technology Review

Ahh… K-pop fans!

Whether you are one or not, fandom is an essential part of the entire K-pop industry. Instead, I would say that what keeps the industry alive is the passionate and loyal fans. They not only influence the popularity of the Korean stars, but are also extremely protective of them.

K-pop fans can also save money to buy expensive gifts for their idols, send food carts, raise funds and send donations during their idols’ events. I couldn’t believe my ears when I heard that Sehun, a popular EXO member, received some land in Scotland for his 24th birthday as a gift from his Chinese fans.

K-pop fans also have monikers. Let me give you a list of them:

  • ARMY: Fans of the group BTS
  • EXO-Ls: Fans of the group EXO
  • Onces: Fans of the group Twice
  • Blinks: Fans of the group BlackPink
  • Reveluv: Fans of the group Red Velvet
  • Sones: Fans of the group Girl Generation (SNSD)
  • Buddy: Fans of the group GFriend

You don’t need to create monikers but it is vital for you to build a closer relationship with your customers. For example, get to know more about the members of your communities on social media sites. Listen to their requests about the types of products they want and respond accordingly.

Will you adopt the following marketing strategies? Please share your comments!



Have you ever heard of k-pop? How about the Korean boy band, BTS? Well, I am sure you must have, as almost everyone on planet earth with an Internet connection would have at least viewed either the iconic Gangnam Style by Psy or BTS’s newly released “Dynamite”. However, there is so much more to learn from the k-pop industry. So, if you are in the marketing industry, you need to follow these tips that have been leading the Korean pop culture to world domination.

 #1. Learn Content and Social Media Marketing

File:180717 열린음악회 트와이스 02.jpg - Wikimedia Commons

Let’s begin with a k-pop quiz. Can you guess the name of the social media platform that was created by Big Hit Entertainment, a South Korean entertainment company, to connect fans with BTS? If you said Weverse, then give yourself 100 points!

Will you be surprised if I tell you that according to Twitter, in 2019, K-pop was the most prominent topic of conversation with more than 6.1 billion related tweets? Not me.

The worldwide popularity of some K-pop groups such as BTS, Girl’s Generation, Big Bang, BlackPink, Twice, Exo and Red Velvet have confirmed their growing strength on social media platforms such as Facebook, Twitter, YouTube and many more. And, if you are still active on Twitter, let me tell you that it is pretty impossible not to see the way K-pop dominates its trends at almost any given time.

Aside from their own pages, accounts, and channels on several social media sites, K-pop artists are also supported by their label companies’ websites. For example, when Red Velvet’s Wendy fell from the stage during the 2019 SBS Gayo Daejeon rehearsals and was taken for treatment to the hospital, SM Entertainment kept ReVeluv(which is the official fandom club of Red velvet) updated about Wendy’s health.

So, overall the reasons why for example Twice members are considered as the social media Queens are:

  • Fast growth of views on their music videos and photos (and really their photos are irresistible).
  • Trending #hashtags generated on Twitter
  • High engagement rates on their video posts

Like these K-pop celebrities, businesses can use these marketing strategies to reach their potential targets. What they can do is use the social media platforms that their target consumers mostly use and see to it that social media managers participate in discussions and post comments. I guarantee you that it can promote the company’s goodwill and reputation.

#2. Share Behind-the-Scenes Content, Trailers and Teasers

Here's Why BTS Wasn't at the 2019 Teen Choice Awards - TCAs 2019

For all the Army out there, I have a question and please guys be honest with me. How many times have you replayed and watched the Run BTS episode when Jungkook fell off his beanbag, decided the floor was fine for him and fell asleep on it like a sweet angel?

And, of course, when it comes to saying the wildest things on live, you know you can leave it to V. But, we all know that it was just a pronunciation mistake when the most drool-worthy member of BTS said “sexy porn star” instead of “saxophone star.” But, I really wonder – was it really a mistake or the South Korean singer decided to go a bit wild with his words?

Anyway you have guessed by now that k-pop stars share almost everything about themselves to the public. Some of them may share videos while being at home, during concert preparations backstage or during dance and singing practice sessions. Let’s not forget that some even connect with their fans while traveling such as BTS:Bon Voyage.

Moreover, k-pop celebrities don’t just appear on stage to sing during concerts. Instead, they share content showing how they rehearsed and prepared for these concerts. And if you are a true k-pop lover, you would know that trailers and teasers of upcoming albums (also known as “comeback” in the k-pop language) are also shared.

The reason behind sharing these contents is to give more clues and hints about the new activities or albums of Korean pop stars so as to make their fans giddy with anticipation. And, that’s exactly what happens. Who remembers how fans went crazy over a stud earning worn by BTS’s Taehyung in the teaser of “DNA”? Or, how we lost all reason when Jungkook’s tattoos were exposed in the trailer of the song “On”?

So, what you can learn about the Korean entertainment industry is that you can use your social media channels to reveal a lot of things about your company and its products. For instance, you might just let your customers know what a typical day in your office is like.

What is your perspective on these marketing strategies? Please share your comments!


Whenever you self-publish a book, and you do not have the benefit of a traditional publisher’s marketing, you need to find other ways to help you spread the word. Word-of-mouth is the most powerful and successful way to sell books.

Here are some affordable but highly effective ways to market self-published books.

1. You must make sure the book is available through all major channels. For print books, this includes online shopping websites.

2. Establish a presence on sites where readers congregate, like social cataloging websites for books. Set up an author page, do promotions, engage with your readers, and do not argue with people who post negative reviews. Bite your tongue and move on.

3. Create a website with information about you (people are curious about authors) and your books. Include book signing schedules, links to articles and blog posts about you, pictures, excerpts from the book, and other goodies that may get people engaged and interested so that they’ll buy the book.

4. Anchor a strong presence on social media, and check it regularly. When people ask questions, answer them promptly.

5. Market to the bookstores if you think your book has potential. The bookseller associations have many ways to market for their members. If there is a bookstore in your town, introduce yourself to the owner, give them a review copy of the book, and ask if they would be willing to have you do a book signing in their store. Contact any bookstore in an area you are willing to visit and ask them, too.

6. Give away some free copies. Get your book into the hands of bloggers, book reviewers, magazines, and anyone that will agree to review it. Prepare yourself for the fact that some of those reviews won’t be good.

7. Contact any appropriate regional booksellers association and try to get yourself on their signer list. This often requires paying a fee or giving them a stack of free books, but it gets you in front of many people that spend their whole day selling books to others.

8. Talk to magazines and newspapers to see if they’d be interested in running an excerpt from the book as an article, or perhaps doing a story about you, the book, or something in the book.

9. Send out press releases to radio, TV, blogs, newspapers, magazines, trade journals, and businesses that may have an interest in the book.

10. Once stores are carrying your books, stop by every so often and offer to sign their stock. Buy a roll of “Autographed Copy” stickers to put on the books after you sign them. It helps in selling more books, hence lucrative for both the bookstore and yourself.

11. Look for other places to talk about your book. For example, if it is a children’s book, offer to talk about it in schools. If it is nonfiction, offer to speak at conferences, museums, and colleges.

Creating a social media presence does not mean posting every day about anything. Far from it. It would be an impossible task for someone who’s running a shop alone and who has no social media manager. Below are 18 suggestions to help you stay on top of your game:

1. Set your goals

Setting goals is key to achieving any measure of success. However, if these goals are unattainable from the get-go and not time-bound, you are not only setting yourself up for failure but also increase the chances of you giving up on the whole project.

2. Create a Great Profile

You’ll want to complete your profile with all the required information when you first join a social media platform. A complete bio will help in the growth of your social media presence.

3. Choose the Right Networks

From Instagram to Facebook, Twitter and Tumblr, there are a lot of options out there. You’ll want to research those social networks and choose one that’s more appropriate for your target audience.

4. Make Your Presence Known

Once you’ve created our page, it’s important to start let the world know. You can try cross-promotion or try to get traffic to your page through other social channels to increase your number of followers.

5. Your business plan should include your social media pages

Find ways to promote visits to your platforms as this is the best way to grow and maintain your online presence. Whenever you are reassessing your business goals and marketing plan, include a strategy for your social media pages.

6. Have a consistent voice

This is a big one. Although you have to make sure that every post reflects your brand and image, you don’t want to be just a faceless corporation to your followers. That’s why it would be best to avoid having several people responsible for posting. You may even consider hiring a social media management company to do it for you.

7. Stay Active

Because inactive social feeds don’t look good for companies, you need to stay active by prioritizing your pages based on where most of your audience is. You could also try to spend some time each day to answer questions.

8. Create a schedule

Posting regularly will maximize engagement on your page. Not posting consistently and in a timely manner will most definitely affect visibility. That’s why you should try to make use of an editorial calendar to help you in this pursuit.

9. Know your audience

It is impossible to please everyone and if you set out on that path, you might end up alienating potential or already existing customers. Instead, learn to know your audience and create your content around their challenges and what they need or expect from you.

10. Build a relationship with your followers

This point is a continuation of the previous one. You want followers who engage with your content rather than thousands who do not even view your posts. For that to happen, interact with your audience by participating in conversations, addressing complaints and answering questions.

11. Help your followers 

Unless you are an eCommerce, you might want to steer clear of hard-selling your products or services. Instead, help them find a solution to their problems. This will help establish your company as an authority in the specific industry.

12. Automation

While automation does facilitate the management of your page, it most definitely cannot be applied across the board. If you automate customer response, for example, your answers will be generic and come off as insincere. Instead, try to automate other processes such as certain pre-written posts going live on certain days or at certain times.

13. Optimization

Optimization on social media isn’t the same as SEO (search engine optimization). What it means is that you should make use of images, keywords, and links that promote or advertise your services and/or products.

14. Use visuals

Live videos are now getting way more engagement than any other type of content. So, try to include graphics and imagery such as photos of events, quote photos, behind-the-scenes videos to your page. But try to keep it consistent so that you are easily recognizable. 

15. Know what’s trending

From trending hashtags to the latest meme and breaking news, as a brand, you must be able to make use of these in your content. This ensures that your audience naturally gravitates towards your content.

16. Monitor your progress

Using analytics tools to track your progress will help you develop a better strategy for your content because you’ll be able to identify which of your content performs well. Hence, you will no longer be taking a shot in the dark with your content.

17. Create content people actually want to see

Using the previous step, you can now create original content that will help you stand out from the websites out there. This will help foster a longer and more loyal relationship with your clients.

18. Consider paying for certain things

While you can organically bring traffic to your page, constantly changing the algorithm of social networks may sometimes make it more challenging. You should plan a budget for the times you may need to buy advertisements to grow your following.

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