A study on the change and direction of marketing activities as a means of commercialization

Modern marketing is about moving consumers from the “aware” stage to the “advocate” stage. Therefore, it is necessary to understand the marketing flow under the platform business, that consumers are easily connected to each other by forming a community within the platform, and that their experiences and values are appreciated. Companies should actively conduct marketing activities to meet the rapidly changing consumer demands in the market. After all, a marketing activity is characterized by experience, customization, and value, and its ultimate goal is to encourage consumers to spend with a marketing direction at a level beyond what consumers perceive. Based on this notion, this study reestablishes the concept of marketing as a way of commercialization and the theories on the marketing strategy and process from the perspective of a consumer-centered platform business. First, marketing as a means of commercialization was categorized into service marketing, digital marketing, and platform business, and the difference between modern marketing and traditional marketing was clearly defined. In addition, the study proposes a successful business model for modern marketing and the corresponding corporate direction to help understand the platform business and to clarify the difference between conventional and modern marketing strategies. While general marketing strategies are defined as optimization of decision-making and implementation of the decisions, this study concluded that the strategy centered on people, a human factor, takes priority in the digital-based business, and provided implications of marketing management direction considering that the platform where people come together serves as the most important basic means of commercialization. The platforms that draw growing attention with their management and policy issues were analyzed in this study to present the implications of changes and directions in the management of marketing as a means of commercialization.