last yearUpdate its communication service functions with three key focuses: "Convenient Life", "Social Communication", and "Safety Notification".After strengthening the application scenarios of LINE Beacon Network, LINE held the LINE CONVERGE 2023 Marketing Annual Conference in Taiwan this year with the theme of "Empathy-Generative Marketing", focusing on three aspects: personalized marketing, trust experience and friendly service. It also introduced LINE's image and voice application artificial intelligence technology, and continued to promote the AI marketing copywriting assistant with artificial intelligence, so that businesses that use LINE as a marketing tool can more easily create new business opportunities through LINE platform resources.
According to Nielsen's survey on internet usage behavior in the first half of 2023, as many as 93% of Taiwanese people use LINE services within a week, making it the social and communication service platform with the highest penetration rate in Taiwan. In a recent survey, 88% of respondents said that LINE is inseparable from their daily lives, and 80% of the people believe that LINE provides many services that meet personalized needs. At the same time, 80% of the people believe that the services provided by LINE official accounts meet personalized needs.
In addition, the volume of messages transmitted through LINE official accounts has increased significantly, up approximately 24% year-on-year. Currently, the number of LINE official accounts in Taiwan has reached 275 million, with the top three fastest-growing categories being retail e-commerce, catering, and school education. Meanwhile, compared to previous years when LINE official accounts were mostly used to send marketing messages or publish content, more and more LINE official accounts are now connecting to various API resources to provide services that better meet personal needs.
Therefore, in LINE's future plans, it will integrate artificial intelligence application technology through LINE official accounts, allowing businesses to provide customer service more quickly and accurately through LINE official accounts, while also providing interaction in a 24-hour uninterrupted manner. In addition, it will also cooperate with the LINE Beacon Network and the LINE Enterprise Management Platform launched this year to continuously strengthen businesses' promotion and interaction through LINE services, and continue to build "empathy" with users.
In order to establish a clearer user profile, LINE not only analyzes users' viewing preferences and interaction habits through its own services, but also plans to cooperate with e-commerce platforms to integrate API data, allowing LINE to further understand user browsing behavior and thus deliver more accurate advertising content.
On the other hand, in conjunction with the LINE Beacon Network, which has been previously launched and has accumulated 1915 locations across Taiwan, including convenience stores, drugstores, crowded shopping districts, popular bars, and the Taipei Metro, LINE will continue to expand its deployment in airports, department stores, and railway stations to enable more precise message push and advertising.
Even LINE plans to integrate eye-tracking devices through display billboards. Once it detects that a user is looking at a specific area of the billboard, it will immediately trigger the LINE Beacon to activate and push messages to the user's LINE, thereby achieving personalized advertising effects.
LINE also emphasizes that compared to the current SMS systems of telecom operators, which are often used by malicious individuals to send fraudulent messages, the notification-type messages sent through LINE have a more rigorous review mechanism. In addition, the delivery cost is lower than that of telecom operators' SMS services. Therefore, it has become the channel used by many companies to send event messages. In the future, it will begin to unify the message interface options to speed up content review and allow brand operators to promote event information more quickly through LINE services.
The AI marketing copy assistant function, which was announced at the same time and is expected to be officially launched in 2024, can use artificial intelligence technology, combined with providing basic product information and feature descriptions, to help businesses quickly generate marketing copy that resonates with users.
Next, LINE plans to add a virtual makeup experience function that combines AR and VR, allowing more beauty brands to implement more different online makeup trial services. As for the Business Manager Insight insight reporting function that will be added to the LINE enterprise management platform next year, it will allow businesses to make various marketing decisions in real time through data analysis.
Regarding its projected development direction for next year, LINE will continue to focus on three key areas: personalized marketing, trusted experience, and friendly service. It will also continue to expand the effectiveness of empathetic marketing, with artificial intelligence continuing to play a key role in this.
