Korean LG CNS to expand digital marketing biz with DX tech

South Korea’s LG CNS Co., the information technology service arm of LG Group, is geared up to expand the digital marketing business for growth opportunities in the rapidly developing sector by applying its digital transformation (DX) technologies such as artificial intelligence and big data.

LG CNS, the country’s largest cloud computing service provider, said on Tuesday it has recently reshuffled the existing marketing business organization and added some 100 employees to the unit.

The digital marketing industry has been rapidly growing as the face-to-face marketing sector shrank due to COVID-19.

South Korea’s digital ads market was forecast to surge 48% to 11.1 trillion won ($8.6 billion) this year, making up 59.4% of the total ads market, from 7.5 trillion won in 2020, according to the Korea Broadcast Advertising Corp.

MARKETING OPTIMIZATION PLATFORM

LG CNS is set to utilize its own DX technologies for the entire digital marketing process of corporate clients, including the establishment of marketing strategies, marketing activities and performance reviews.

The company developed its own marketing optimization platform (MOP) that helps maximize ads’ performances through mathematical optimization and AI algorithms.

The MOP allows clients to comprehensively monitor various marketing activities such as banners and automatically optimize advertising exposure time, frequency and budget in order to flexibly deal with market changes.

LG CNS collects and analyzes performance data of such marketing activities while providing specific measures for improvement.

The company proved the capabilities of its digital marketing business as it won prizes from local advertising awards.

Write to Jeong-Soo Hwang at hjs@hankyung.com
Jongwoo Cheon edited this article.