Google announced on the third that it held ‘Google Marketing Live 2024’ to present the newest trends in Google promoting, consumer insights, and marketing strategies to leaders and experts within the digital marketing industry.
The Google Marketing Live event, which was held online and offline with roughly 2,500 people from the digital marketing industry, including advertisers, promoting agencies, producers, and developers, was held under the theme of ‘The Gemini Era, a brand new era of Ads that we create together.’
On the event, Accenture Singapore released a research report titled ‘AI Marketing Maturity Framework’ containing the outcomes of a survey on AI utilization trends within the marketing field within the Asia Pacific region, including Korea.
In line with this survey commissioned by Google Asia Pacific, the Asia Pacific region is showing the fastest growth rate in generative AI research and application, and Korea’s average annual growth rate in generative AI was confirmed to be 26%. Particularly, the patron goods and retail industries are rapidly planning and executing strategies to utilize generative AI, and this growth is acting as a possibility factor for domestic corporations to speed up AI-based innovation, the report said.
When taking a look at AI marketing readiness and AI marketing implementation, Korea’s readiness was 3.24 out of 5 points (3.23 within the Asia-Pacific region), and the implementation rate was 34% (38% within the Asia-Pacific region). Most Korean corporations showed a comparatively low implementation rate in comparison with their readiness, showing that they’re within the ‘AI adoption’ stage.
Patrick Kwon, senior manager at Accenture Singapore, emphasized that “because the variety of talents with AI marketing experience increases and leadership support and data governance capabilities are strengthened, they’ll advance to the ‘AI leader’ stage with each high readiness and high execution.”
Cases that accelerated business growth by establishing and executing successful marketing strategies based on Google’s AI marketing tools were also introduced that day. Particularly, LG Uplus’ ‘Full-funnel Marketing’ and Olive Young’s AI-based integrated performance marketing were treated as successful cases that achieved outstanding ends in the areas of expanding recent customers and return on promoting investment (ROAS).
Also, on the ‘AI Sandbox’ booth arrange on the event venue, Google’s multimodal AI model ‘Gemini’, which may read and generate each text and pictures, was demonstrated through various technologies, drawing much attention. ▲Image FX ▲Music FX ▲Google Workspace As well as, a special experience zone was arrange for the ‘Golf with Gemini’ mini golf demo, which recognizes the trajectory of a golf ball and relays it as if it were an actual golf game.
Kim Kyung-hoon, CEO of Google Korea, said, “Korean marketers are considering hard at every moment about how they’ll use AI to extend the worth of their brands and supply products which can be loved by more people at home and abroad,” adding, “Google is actively cooperating to assist Korean corporations use the chance of AI to succeed in more customers all over the world and speed up the expansion of their businesses.”
He continued, “With brand safety and privacy responsibility as top priorities, we’ll provide various AI-based solutions that marketers can utilize to assist all partners, including advertisers, agencies, and creators, achieve greater ends in the AI era.”
Reporter Park Soo-bin sbin08@aitimes.com
