Half a year has passed since COVID-19. Unlike the first time when we were confused, even in a desperate situation, humans are adapting and developing according to the environment. There are many and diverse types of new lifestyles, but the biggest change in the trend is that the Untact era has arrived. These days, when COVID-19 has led to the extreme avoidance of unnecessary face-to-face contact, “Untact Marketing” has grown in line with the changing social phenomenon. This refers to marketing that provides information in non-face-toface form, such as minimizing contact with people.
The “cosmetic”, a representative industry that people used to deal with, is also actively incorporating Untact Marketing. Beyond simple online mall sales, Untact Marketing is
evolving in various directions including social contribution activities to promote companies and brands and virtual makeup experiences. Amore Pacific is attempting a variety of untact marketing at home and abroad. The company has been conducting environmental camps every year since 1993 to practice responsibility for the environment. This year, the festival was held online in consideration of social distancing. Various events were held online including unboxing ecofriendly gifts prepared by AMORE, and live environmental quiz competitions through its website. All the programs were broadcast live on YouTube. As the event was held online, not only domestic but also Malaysia and other foreign countries
supported the event. LG Electronics is focusing on increasing non-face-to-face contacts with consumers such as “release new products online” and “use of social media” in consideration of the limited external activities of customers due to COVID-19. LG Electronics recently held online public events in Spain, Germany, and Italy, ahead of the European launch of its strategic smartphone “LG Velvet”. It was broadcasted live on
YouTube and Facebook channels of each corporation. Besides the food industry, which had been actively engaged in offline marketing such as tasting events due to characteristics of its products, has been slowing down for a while and is conducting various marketing campaigns online. Nongshimʼs Kellogg released a limited edition of its “green onion-flavored Chex” cereal, drawing fervent attention from netizens.
Consumersʼ consumption activities have changed significantly as corporate marketing strategies have changed in the wake of the COVID-19. Instead of going to the mart, they
shop through applications, which is why the delivery industry is booming, such as Coupangʼs rocket delivery, Market Kurlyʼs early morning delivery. In addition, as offline cultural activities such as movies, and musicals slow down, industries that can be done untact, including VOD services, are developing.
However, there are also disadvantages to Untact Marketing. Some people find it frustrating and hard to adapt to the digital age. As a typical example, the use of kiosk machines is increasing as non-face-to-face orders increase in the aftermath of COVID-19. According to a report released by the Center for Information and Communication Technology Promotion, 13 percent of the respondents said they thought the kiosk system was inconvenient despite of its short waiting time.
While the untact marketing is booming, and the younger generation who can use it clearly enjoys convenience, information alienation is occurring frequently as more and
more elderlies do not even know how to use it. Fast food stores like Lotteria have policies that help elders use kiosks when they press the bell, but this is not expected to be a direct solution to the knowledge alienation. With the advent of the Post-Corona era, the use of non-face-to-face, untacting and telecommuting technology will increase and develop. Therefore, it is necessary to look for a symbiotic solution so that the knowledge alienation
class, including the elderly, can adapt to the “Untact Era”