디지털 커뮤니케이션 트렌드 2014 공유
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디지털 커뮤니케이션 트렌드 2014 공유

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1) 2014년 현재 디지털 커뮤니케이션 분야에서 중요하게 되짚어봐야 할 이슈와 논제들 10가지 ...

1) 2014년 현재 디지털 커뮤니케이션 분야에서 중요하게 되짚어봐야 할 이슈와 논제들 10가지
2) 고객 의사 결정 과정(Customer Decision Journey)에 상응하는 디지털 마케팅 프로그램과 활동 예시
3) 디지털은 마케팅과 비즈니스에 어떠한 기여를 할 수 있는가?

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디지털 커뮤니케이션 트렌드 2014 공유 Presentation Transcript

  • 1. 디지털
  • 2.   커뮤니케이션의
  • 3.   트렌드
  • 4.   2014
  • 5.    ! -
  • 6.   새로운
  • 7.   커뮤니케이션의
  • 8.   실험
  • 9.   10가지 6
  • 10.   Feb
  • 11.   2014
  • 12.    ! 
  • 13.   브로더
  • 14.   파트너즈
  • 15.   임명재
  • 16.   이사 * 자료 내에 사용 된 이미지와 저작물의 이용에 있어서 개인적인 용도나 교육 목적 외 사용이 필요하신 경우, 저작권 확인 후 원 저작자의 동의를 반드시 구하시기 바랍니다. 1
  • 17. MEDIA
  • 18.   PROLIFERATIONS
  • 19.   SINCE
  • 20.   1995
  • 21. 넘쳐나는
  • 22.   정보와
  • 23.   메시지들 설득되지
  • 24.   않으려는
  • 25.   사람들…⋯
  • 26. 언제나
  • 27.   정보
  • 28.   네트워크에
  • 29.   연결
  • 30.   된
  • 31.   사람들
  • 32. 상시적인
  • 33.   위기의
  • 34.   시대
  • 35. 커뮤니케이션의
  • 36.   민주화와
  • 37.   권력이동
  • 38. 높아지는
  • 39.   사회적
  • 40.   우려의
  • 41.   목소리들
  • 42. 기업의
  • 43.   대응
  • 44.   방식의
  • 45.   변화
  • 46.   요구     So What?    
  • 47. What
  • 48.   will
  • 49.   be
  • 50.   the
  • 51.   next
  • 52.   Wave?
  • 53. mobile Tsunami Brand Journalism personal curation open vs. closed death of Journalism Influence index data-detox Contents Orchestration video-holic vulnerable brand
  • 54. Let’s
  • 55.   jump
  • 56.   into
  • 57.   the
  • 58.   Big
  • 59.   Wave!
  • 60. mobile Tsunami Brand Journalism personal curation open vs. closed death of Journalism Influence index Contents Orchestration video-holic data-detox vulnerability
  • 61. all
  • 62.   roads
  • 63.   leading
  • 64.   to
  • 65.   mobile
  • 66. Facebook
  • 67.   moves
  • 68.   to
  • 69.   mobile
  • 70.   -
  • 71.   super
  • 72.   fast
  • 73. Facebook
  • 74.   moves
  • 75.   to
  • 76.   mobile
  • 77.   -
  • 78.   super
  • 79.   fast One
  • 80.   third
  • 81.   of
  • 82.   all
  • 83.   likes
  • 84.   on
  • 85.   Facebook
  • 86.   now
  • 87.   occur
  • 88.   via
  • 89.   a
  • 90.   mobile
  • 91.   device
 -
  • 92.   The
  • 93.   State
  • 94.   of
  • 95.   Mobile
  • 96.   Benchmark(Adobe
  • 97.   Digital
  • 98.   Index)
  • 99. * source : “The New Multi-screen World_Understanding cross platform Consumer behaviour”
  • 100. Tablet
  • 101.   vs.
  • 102.   smartphone
  • 103.   growth In
  • 104.   just
  • 105.   three
  • 106.   years,
  • 107.   
 tablets
  • 108.   have
  • 109.   overtaken
  • 110.   smartphones
  • 111.   in
  • 112.   the
  • 113.   amount
  • 114.   of
  • 115.   traffic
  • 116.   they
  • 117.   drive
  • 118.    -
  • 119.   The
  • 120.   State
  • 121.   of
  • 122.   Mobile
  • 123.   Benchmark(Adobe
  • 124.   Digital
  • 125.   Index) Smartphones
  • 126.   are
  • 127.   constant
  • 128.   companions,
  • 129.   
  • 130.    while
  • 131.   tablets
  • 132.   are
  • 133.   ‘couch
  • 134.   and
  • 135.   pillow’
  • 136.   devices
  • 137. Digital
  • 138.   magazine
  • 139.   readership
  • 140.   growth From
  • 141.   August
  • 142.   2012
  • 143.   to
  • 144.   February
  • 145.   2013,
  • 146.    there
  • 147.   was
  • 148.   a
  • 149.   200%
  • 150.   average
  • 151.   growth
  • 152.   in
  • 153.    readers
  • 154.   of
  • 155.   digital
  • 156.   publishing
  • 157.   apps.
 
 -
  • 158.   The
  • 159.   State
  • 160.   of
  • 161.   Mobile
  • 162.   Benchmark(Adobe
  • 163.   Digital
  • 164.   Index)
  • 165. * source : “The New Multi-screen World_Understanding cross platform Consumer behaviour”
  • 166. * source : “The New Multi-screen World_Understanding cross platform Consumer behaviour”
  • 167. a
  • 168.   guideline
  • 169.   to
  • 170.   this
  • 171.   ‘Mobile
  • 172.   Wonderland’
  • 173.    http://www.themobileplaybook.com/
  • 174. mobile Tsunami Brand Journalism personal curation open vs. closed death of Journalism Influence index Contents Orchestration video-holic data-detox vulnerability
  • 175. …⋯
  • 176.   claimed
  • 177.   that
  • 178.   mass
  • 179.   marketing
  • 180.   no
  • 181.   longer
  • 182.   worked,
  • 183.    introducing
  • 184.   brand
  • 185.   journalism
  • 186.   as
  • 187.   a
  • 188.   method
  • 189.   of
  • 190.    recording
  • 191.   "what
  • 192.   happens
  • 193.   to
  • 194.   a
  • 195.   brand
  • 196.   in
  • 197.   the
  • 198.   world”.
  • 199.    ! -
  • 200.   Larry
  • 201.   Light
  • 202.   (CMO
  • 203.   McDonald)
  • 204.   :
  • 205.   Speaking
  • 206.   at
  • 207.   the
  • 208.   AdWatch:
  • 209.   Outlook
  • 210.   2004
  • 211.    conference
  • 212.   at
  • 213.   the
  • 214.   New
  • 215.   York
  • 216.   Sheraton
  • 217.   Hotel
  • 218.   and
  • 219.   Towers,
  • 220.   
  • 221. Coca-Cola “Content 2020” - Part One
  • 222. Go Behind the Bottle
  • 223. http://www.coca-colacompany.com/coca-cola-music/timeline/
  • 224. http://brandjournalists.com/
  • 225. http://www.briansolis.com/2011/08/new-inforgraphic-the-brandsphere-by-brian-solis-and-jess3/
  • 226. Coca-Cola “Content 2020” - Part Two
  • 227. mobile Tsunami Brand Journalism personal curation open vs. closed death of Journalism Influence index Contents Orchestration video-holic data-detox vulnerability
  • 228. https://www.facebook.com/paper
  • 229. https://flipboard.com/
  • 230. http://getpocket.com/
  • 231. http://www.instapaper.com/
  • 232. mobile Tsunami Brand Journalism personal curation open vs. closed death of Journalism Influence index Contents Orchestration video-holic data-detox vulnerability
  • 233. mobile Tsunami Brand Journalism personal curation open vs. closed death of Journalism Influence index Contents Orchestration video-holic data-detox vulnerability
  • 234. http://hot.coroke.net/
  • 235. http://news.khan.co.kr/kh_infographic/kh_storytelling.html
  • 236. mobile Tsunami Brand Journalism personal curation open vs. closed death of Journalism Influence index Contents Orchestration video-holic data-detox vulnerability
  • 237. mobile Tsunami Brand Journalism personal curation open vs. closed death of Journalism Influence index Contents Orchestration video-holic data-detox vulnerability
  • 238. Net Promoter Score 유의미한
  • 239.   평가지표를
  • 240.   갖기위한
  • 241.   모색과
  • 242.   실험
  • 243. mobile Tsunami Brand Journalism personal curation open vs. closed death of Journalism Influence index Contents Orchestration video-holic data-detox vulnerability
  • 244. http://www.ibmbigdatahub.com/sites/default/files/infographic_file/4-Vs-of-big-data.jpg
  • 245. 우리는
  • 246.   데이터를
  • 247.   통해
  • 248.   무엇을
  • 249.   얻게
  • 250.   되는가?
  • 251. 장미빛
  • 252.   미래?
  • 253.   혹은
  • 254.   마케팅
  • 255.   괴담? https://infocus.emc.com/special-content/big-data-infographic/
  • 256. mobile Tsunami Brand Journalism personal curation open vs. closed death of Journalism Influence index Contents Orchestration video-holic data-detox vulnerability
  • 257. Video
  • 258.   on
  • 259.   mobile
  • 260.   devices Mobile
  • 261.   video
  • 262.   consumption
  • 263.   is
  • 264.   on
  • 265.   the
  • 266.   rise.
  • 267.   
  • 268.    By
  • 269.   Q4
  • 270.   2012,
  • 271.   mobile
  • 272.   video
  • 273.   starts—―including
  • 274.    both
  • 275.   smartphones
  • 276.   and
  • 277.   tablets—―have
  • 278.   tripled
  • 279.    year
  • 280.   over
  • 281.   year
  • 282.   and
  • 283.   currently
  • 284.   account
  • 285.   for
  • 286.   over
  • 287.    10%
  • 288.   of
  • 289.   total
  • 290.   digital
  • 291.   video
  • 292.   starts.
 
 -
  • 293.   The
  • 294.   State
  • 295.   of
  • 296.   Mobile
  • 297.   Benchmark(Adobe
  • 298.   Digital
  • 299.   Index)
  • 300. Videos
  • 301.   are
  • 302.   pouring
  • 303.   out
  • 304.   everyday
  • 305. Stickers
  • 306.   and
  • 307.   Toons
  • 308.   are
  • 309.   new
  • 310.   languages
  • 311. mobile Tsunami Brand Journalism personal curation open vs. closed death of Journalism Influence index Contents Orchestration video-holic data-detox vulnerability
  • 312. Burson-Marsteller
  • 313.   ‘Brand
  • 314.   Vulnerability
  • 315.   Index’
  • 316.    *
  • 317.   source
  • 318.   :
  • 319.   http://www.burson-marsteller.com/what-we-do/our-thinking/brand-vulnerability-index/
  • 320. [정용민의
  • 321.   위기관리]
  • 322.   이해관계자그룹
  • 323.   VS.
  • 324.   기업위기관리위원회
  • 325.   ­–
  • 326.   축구팀의
  • 327.   비유 http://www.venturesquare.net/1630
  • 328. Understanding Customer Decision Journey
  • 329. Digital Integration & Optimization
  • 330. Increasing Brand Awareness Brand Awareness [Tools] Paid Search Social Ads / Promoted Posting Social Media ! [Key Activities] Digital Presence Optimisation
 (SEO, digital asset management, etc) Share of VOC Brand Personality & Storytelling PR Stunt
  • 331. Feeding Information & Stories Active Search [Tools] Media Pitch Sponsored WOM
 (blog review, recommendations, forum, etc.) ! [Key Activities] Facebook Fan acquisition Positive WOM mapping with brand touch points Reputation management
  • 332. Optimised Buying Process e-Commerce | m-Commerce | Social Commerce [Tools] Brand Pop-up store Social Commerce Mobile Commerce ! [Key Activities] Buying Conversion Promotion Drive Personalised Offer
  • 333. Sharing Brand Experiences [Tools] Consumer Review DB Sponsored WOM
 (blog review, recommendations, forum, etc.) Influencer program ! [Key Activities] Brand Storytelling Extended Consumer Satisfaction Nudging Buying Experience Word of Mouth
  • 334. Fan Relationship Building [Tools] Brand Evangelist program Exclusive offer
 (ex. fam-sale, brand mall exclusive product) Fan Community (ex. photo Contest) ! Fan Relationship [Key Activities] Building “Fan Attachment” Ceremonial Parties Exclusive Benefits
  • 335. Consolidating Brand Culture [Tools] Fan Design Contest Brand App | Magazine(e-book) ! Shared Value [Key Activities] Shaping Brand Culture Sponsoring Consumer Community
  • 336. 7 Answers from Digital Innovation
  • 337. 1. 고객에 대한 입체적인 이해를 돕는다 (Customer Insight)
  • 338. 2. 고객의 경험 흐름을 유기적으로 통합시킨다 (Optimized Brand Experience)
  • 339. 3. 경험 정보와 이야기거리를 쉽게 공유할수 있게 한다 (Conversation Enabler)
  • 340. 4. 구매 결정을 위한 정보 수집과 관리를 용이하게 한다 (Information & Experience Processing Enabler)
  • 341. 5. 고객데이터를 분석하고 ‘과학적 통찰’을 제공한다 (Data driven decision making)
  • 342. 6. 고객의 인식 체계를 체계화하는 데 기여한다 (Hyper-connection & SMART organization) Search Search Being searched, therefore I am Multimedia Multimedia SHOW! don’t tell Social Social Commerce Commerce Buying is Experiencing Platform Platform Content to Context, Collection to Connection Relation Relation ‘Social Currency’ is the matter Mobile Mobile Real-time Interactivity is coming
  • 343. 7. 고객을 ‘정보 전달자’, ‘영향력자’, ‘팬’으로서 브랜드와의 관계를 형성시킨다 (Brand Relationship)
  • 344. 감사합니다