It’s a portal, which you can think of search engine plus content consumption & discovery. I should note that head-to-head comparisons between Naver and Google Search are problematic, since Naver is much more than a search engine. Naver dominates because it is 100% focused on Korea, and thus is completely optimized for Koreans, the Korean language, and Korean online behavior.Ĭontrast this with Google Search, which currently is really just the Google you get everywhere else but with some localizations for Korea. Let’s dive in: Naver is a Core Part of The Digital Marketing Ecosystem in KoreaĪny conversation about digital marketing in South Korea has to start by talking about Naver, its omnipresence, why it currently beats Google Search in Korea, and why most “digital marketing” as we know it is equivalent to “doing stuff on Naver. This post is my analysis of how it’s different, why it’s different, and what it means for marketers - particularly B2B marketers like me - who are curious about expanding further into Korea. It turns out that Korea’s digital marketing ecosystem there is the same way.
Things feel familiar, but everything is different. Though every time I visit South Korea, it feels like I’m in a weird version of reality. I used to live and work in Korea, and visit fairly often. I’ve always been fascinated by Korea: it’s a market that’s on my radar in my current role doing Asia marketing at HubSpot. South Korea is one of the very few countries where Google isn’t the dominant search engine, and because of this any many other reasons, has developed its own unique marketing ecosystem.
How does digital marketing in South Korea work?
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