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?
53. mobile Tsunami
Brand Journalism
personal curation
open vs. closed
death of Journalism
Influence index
data-detox
Contents Orchestration
video-holic
vulnerable brand
60. mobile Tsunami
Brand Journalism
personal curation
open vs. closed
death of Journalism
Influence index
Contents Orchestration
video-holic
data-detox
vulnerability
175. mobile Tsunami
Brand Journalism
personal curation
open vs. closed
death of Journalism
Influence index
Contents Orchestration
video-holic
data-detox
vulnerability
232. mobile Tsunami
Brand Journalism
personal curation
open vs. closed
death of Journalism
Influence index
Contents Orchestration
video-holic
data-detox
vulnerability
238. mobile Tsunami
Brand Journalism
personal curation
open vs. closed
death of Journalism
Influence index
Contents Orchestration
video-holic
data-detox
vulnerability
239.
240.
241.
242.
243.
244. mobile Tsunami
Brand Journalism
personal curation
open vs. closed
death of Journalism
Influence index
Contents Orchestration
video-holic
data-detox
vulnerability
250. mobile Tsunami
Brand Journalism
personal curation
open vs. closed
death of Journalism
Influence index
Contents Orchestration
video-holic
data-detox
vulnerability
251.
252.
253. mobile Tsunami
Brand Journalism
personal curation
open vs. closed
death of Journalism
Influence index
Contents Orchestration
video-holic
data-detox
vulnerability
262. mobile Tsunami
Brand Journalism
personal curation
open vs. closed
death of Journalism
Influence index
Contents Orchestration
video-holic
data-detox
vulnerability
276. mobile Tsunami
Brand Journalism
personal curation
open vs. closed
death of Journalism
Influence index
Contents Orchestration
video-holic
data-detox
vulnerability
331. mobile Tsunami
Brand Journalism
personal curation
open vs. closed
death of Journalism
Influence index
Contents Orchestration
video-holic
data-detox
vulnerability
351. 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
352. 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
353. 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
354. 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
355. 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
356. Consolidating Brand Culture
[Tools]
Fan Design Contest
Brand App | Magazine(e-book)
!
Shared Value
[Key Activities]
Shaping Brand Culture
Sponsoring Consumer
Community
365. 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