4-1. 디지털 마케팅(1) - 이선영
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4-1. 디지털 마케팅(1) - 이선영

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  • Hello! We are Isobar. And I am Sunyoung lee, CEO of Isobar Korea. We are the global digital communication companies under the Aegis media. Today, I would like to bring you into the digital AD and the evolution of digital communication.
  • Last year, Isobar APAC was awarded as the digital agency of the year in the region. Isobar Korea was awarded as the digital Agency of the year in the North Asia for 2 years in a row. That represents that Isobar is the true global digital network in delivering the valuable service to the industry leading clients.
  • We have 3,000 digital specialist in the 31 countries, the one of the largest digital groups in the world.
  • Rather than simply replicate what has come before or chart an identical course to today’s established digital networks, we are creating a thoroughly modern network by harnessing our unique understanding of the changing consumer landscape, and delivering across the full power of bought, owned and earned media. Isobar is a new breed of challenger communications agency network with digital at its heart. Isobar is idea-led, technologically advanced, and media enabled, built for today’s convergent consumer world.
  • In the digitalized world, the most important thing is how to connect people with each other and with brands. So, I think it would be quite interesting topic today, “ connecting Me “.
  • I think Brands are like a living human being. It has its own stage of growing. No awareness, starts to be known, becomes well known and be a love mark to the consumers. But, every brand is not connected to the consumer. We need to define how we help consumers connected with the brand
  • I think Brands are like a living human being. It has its own stage of growing. No awareness, starts to be known, becomes well known and be a love mark to the consumers. But, every brand is not connected to the consumer. We need to define how we help consumers connected with the brand
  • So, lots of people said “ we need to extend, enrich and create brand stories with consumer engagement and make it, shareable, searchable and measurable. Yes. It sounds like as simple as it is. But, how it becomes really happening ?
  • We should not forget about the fact that digital is not for someone who is early adopter, who is the tech savvy and who is young. At present, digital is our life there fore we are talking about ourselves, simply describing our daily life.
  • When it comes to connecting people, Social can not be go unnoticed. Now, everyone goes is Social, every brand is doing social and every communication happens in the social.
  • In fact, the influence of facebook is the vivid experience on how digital social activities are moving the world. Korea might be the nation where facebook has landed late and taken times to be noticed. However, now, it becomes huge and big in the market.
  • Abraham Maslow – US Professor of Psychology, who established Maslow’s hierarchy of needs. He stressed the importance of
  • We have the various innovative works, but sometimes we show our case in the interesting way. This nowlab showreel’s theme is ‘ pioneering with nowlab ‘.
  • Abraham Maslow – US Professor of Psychology, who established Maslow’s hierarchy of needs. He stressed the importance of
  • Nowlab is also thinking about how we drive the intelligent strategy through DATA management. Data coming out of consumers’ experience is huge assets for successful marketing activities.
  • Personal data tracking is the rapidly increase across multiple devices. Ongoing, and rapid access to in- market response analytics and listening platform allows for intelligently optimizing the seamless brand experience for the personalized digital persona.
  • Abraham Maslow – US Professor of Psychology, who established Maslow’s hierarchy of needs. He stressed the importance of
  • Our purpose is simple. We want to bring people and brands together in the most effective way. Whatever it takes.

4-1. 디지털 마케팅(1) - 이선영 4-1. 디지털 마케팅(1) - 이선영 Presentation Transcript

  • Connecting the dots Sunyoung Lee I CEO I Isobar Korea© Isobar. Confidential & Proprietary 1
  • Our Group START FROM A BRINGING PEOPLE & REDEFINING MEDIA DIGITAL PIONEERING OUT OF DIFFERENT PLACE BRANDS TOGETHER PERFORMANCE HOME LIKE NEVER BEFORE ON A GLOBAL SCALE Global communication Creative & content Global communication Performance Global outdoor planning & media buying planning & media marketing specialist buying 2
  • 3
  • Our Isobar global network Singapore Jakarta Melbourne 4
  • What we are a modern communications agency of 3,000 in 46 offices across 31 markets 5
  • Connecting the people and brands 6
  • Connecting me Talking Engaging Listening Energizing Supporting Embracing 7
  • Connecting me Stories Talking Engaging Data Listening Social & mobile Energizing Supporting Embracing New Media 8
  • Extend, enrich & create brand stories withconsumer engagement and make itshareable, searchable & measurable.…. I know the rule, but how to make it ? 9
  • Connecting me Rule of digital in web 4.0 : Creativity is still important in MKT communication Consumer becomes the center of creativity The creativity becomes real with digital, driven by the technology1. Before people try to understand the digital, but in web 4.0, the digital understands the people2. The convergence driven by technology comes up with the seamless touch point. ( covering 24 hours ) 10
  • The rule of the game Everybody wants to be happy in the life. Digital can be happy virus in sharing OR Just fun.Digital is making real 11
  • Digital can be happy virus in sharing 12
  • 13
  • Just fun. Digital is making real Feel the refreshment !! Sharing and expansion Sharing and expansion Dance game with 2 Draw keen PM attention and conversion Coke Dance digitalDance game with 2 vending machine Draw keen PM attention and conversion Coke Dance digital vending machine 14
  • Connecting in social 15
  • A huge growth in the adoption ofFacebook with 67.38% increase inmonthly active users in Korea
  • ISOBAR Philosophy Social Man Why and What Key Opinion Leader Strategy and Propagate activation ThroughB.O.E Media New way of creating “branded” content that is Shareable, Searchable, Measurable Results Social and Brand Equity Evaluation 17
  • Motivation-based Framework for Share-worthy Content • Find the motivation that’s most relevant to your message/objective • Develop the main content & its interaction based on this motivation Human motivations for Sharing Content * Type of •Fun Stuff •Knowledge •“I + Verb” •Greet •PledgeContents / •Play •Goodies •Personalization •Poke •SupportInteraction •@ •Advocate •They are not mutually exclusive •Can be all 6 of them, but there’s always a leading motivation for our idea. *Remark: Based on a Study by New York Times Costumer Insight Group 18
  • Motivation Index Motivations for sharing – China M15-19 Entertainment Utility Self-definition Relationships Altruism SOURCE : Aegis China CCS Study, 2012, Attitudinal Statements 19
  • Drivers to making content share-worthy Successful SNS in brand communication 20
  • 47% of Users has experienced m-commerce Vs. 16.9% in the same period last year. (Social commerce real-time coupon service) M-Commerce offers Location Based Serives(LBS) and It possible to fine real-time coupons surrounding areas.
  • Case studies ; SNS with consumer storiesCity café “ The entire city is my coffee shop” 22
  • Connecting in screens 23
  • isobar nowlab – Consortium for Digital Innovation NFC tech withMedia - Facade Interactive Wall Mobile Tech Social & e- commerce Digital Tech Trend Human Interactive Cross Media Market Research Research Research 24
  • isobar nowlab - We create digital market solution ideas thatcombine... TECHNOLOGY Case CREATIVE Simulation Research Digital on-off Market 25
  • isobar nowlab - We can help join the dots across convergence media... DIGITAL NEW DIGITAL NEAR FIELD OUT OF N-Screen TECHNOLOGIES COMMUNICATION HOME (Mobile) (NFC)( 신기술 적용 ) (DID) ONLINE ADVERTISING WEBSITES VIRALVARIOUS MOBILE SITES USER GENERATED SEMDIGITAL MOBILE APPS CONTENT SEO FACEBOOK, BLOG POSTS & SOCIAL APPS YOUUTUBE , COMMENTSSOCIAL BRAND PAGES SOCIAL ADS FAN PAGES 26
  • isobar nowlab - Digital Space Architecture Methodology소비자의 행동 인지 A B 소비자 행동 , 동선에 적합한 관찰 , 인터뷰 “nowlab Digital Space 인터렉션 프로토 타입 Architecture Methodology “ 디지털 환경 테스트 D C 디지털 인터페이스 및 구현 아키텍쳐 설계 27
  • isobar nowlab Experience Overview Display Connection Interaction Touch Wireless Network LCD TV Input Motion (Gesture) Beam Projector Kinect motion sensor Magic Mirror Digital Camera Output Contact Touch Table Printer 28
  • isobar nowlab Case Study - Seamless Retail Experience (Special K & SK-II) Kellogg SK-II미디어 파사드투명 디스플레이 증강현실 터치 테이블 NFC Kellogg SK-II PLAY PLAY 29
  • nowlab Case Study - Get Your Energy Back… (isobar UK) Client: Toyota Campaign: Get Your Energy Back Brief Solution Results The Auris Hybrid was the most important launch for We wanted a campaign which was as innovative There are now over 130,000 views of the main film on Toyota in 2010. The car combines hybrid technology, as the car itself. To ensure the content was YouTube.(2011,12 : 275,000 views) The asset has been with the good looks and practicality of a compact talked about and shared via social media, we amplified within owned communications and driven a hatchback. needed an irresistible idea which would appeal further 94,000 views across the Toyota.co.uk and eCRM to a tech savvy audience broadcast to prospective Auris buyers.Our objective was to create a buzz about the launch and in doing so, communicate a unique quality about the We decided to create a live event in London Over 100 articles have been published across print, Auris – that it recycles energy while it drives. employing an innovative 3D projection mapping online titles and blogs. PR value is currently estimated at technique to dramatise the hybrid technology 6 million impacts with a value of £491,000. Bought The target audience was male and female drivers aged inside the car. We parked the Auris in a busy media has provided a further 132,000 views and a 15% 30-50 years who lead busy lives and demand a lot from urban location at night. To passers by, the car click to play rate. their cars. For them, image is just as important as appeared to magically transform, its metal shell economy. They like the idea of lower fuel bills and are peeling back to reveal its inner hybrid energy, In total, there have been over 350,000 known views. impressed by useful, clever technology, but they’re not symbolized with glowing blue light. When combined with the ‘Making Of’ film, user-sure about hybrid cars. We wanted to get them intrigued generated content and the views we have had on blogs and excited about what hybrid technology could do. Video content from the night was then seeded and news sites that have embedded their own video file onto a targeted websites and featured on rather than the YouTube edit, this total figure is likely to Toyota’s website, YouTube channel and be over the 500,000 mark. Facebook page. Photos, videos and tweets from the night were aggregated on a hub site: http://www.getyourenergyback.co.uk. A cinema advertisement has also been produced from the content and will air in cinemas nationwide during January / February 2011. 30
  • Innovative stories Media wall Augmented reality CRM 3D projection Cross platformDigital signageNew media convergenceSmart Grid 31
  • Connecting with DATA 32
  • CRCRMM 33
  • Integration data with retargeting Using insightful data, integrated and holistic planning through implementation available for retargeting OBJECTIVES PORTRAIT FOOTPRINT JOURNEY STRATEGY PLAN ACTIVATION RESULTS
  • Closed loop marketing  Seamless tracking and data management enables closed loop marketing with no licking consumer insight Quality content with ground breaking training system Integrated with mobile app. Amplifying through communitiesCapture the data for closing the loop
  • Closed loop marketing Off line (product ) PC (website) • Speed cell • Download the mi coach application Mobile/ Digital Kiosk Synchronize Community the consumer data in the products with mi coach application • Mobile contents for education • Mobile application with features to support the training • Community in local market for sharing •Personalized and sports-specific training program plans, workout calendar, and workout feedback
  • Measurement & Optimisation(Connecting the Data)Personal data tracking is rapidly increasing across multiple devices. Ongoing, rapid accessto in-market response analytics & listening platforms allows for intelligently optimizing theseamless brand experience for the personalized“digital persona”. Pewr Personalized Digital Data Persona
  • Isobar 38
  • Our Group 39
  • What We Do We bring people & brands together like never before… 40
  • Thank you! 41