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?

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

62. all

63. roads

64. leading

65. to

66. mobile

67. Facebook

68. moves

69. to

70. mobile

71. -

72. super

73. fast

74. Facebook

75. moves

76. to

77. mobile

78. -

79. super

80. fast
One

81. third

82. of

83. all

84. likes

85. on

86. Facebook

87. now

88. occur

89. via

90. a

91. mobile

92. device
-

93. The

94. State

95. of

96. Mobile

97. Benchmark(Adobe

98. Digital

99. Index)

100. * source : “The New Multi-screen World_Understanding cross platform Consumer behaviour”

101. Tablet

102. vs.

103. smartphone

104. growth
In

105. just

106. three

107. years,

108.
tablets

109. have

110. overtaken

111. smartphones

112. in

113. the

114. amount

115. of

116. traffic

117. they

118. drive

119.
-

120. The

121. State

122. of

123. Mobile

124. Benchmark(Adobe

125. Digital

126. Index)
Smartphones

127. are

128. constant

129. companions,

131.
while

132. tablets

133. are

134. ‘couch

135. and

136. pillow’

137. devices

138. Digital

139. magazine

140. readership

141. growth
From

142. August

143. 2012

144. to

145. February

146. 2013,

147.
there

148. was

149. a

150. 200%

151. average

152. growth

153. in

154.
readers

155. of

156. digital

157. publishing

158. apps.
-

159. The

160. State

161. of

162. Mobile

163. Benchmark(Adobe

164. Digital

165. Index)

166. * source : “The New Multi-screen World_Understanding cross platform Consumer behaviour”

167. * source : “The New Multi-screen World_Understanding cross platform Consumer behaviour”

168. a

169. guideline

170. to

171. this

172. ‘Mobile

173. Wonderland’

174.
http://www.themobileplaybook.com/

175. mobile Tsunami
Brand Journalism
personal curation
open vs. closed
death of Journalism
Influence index
Contents Orchestration
video-holic
data-detox
vulnerability

176. …⋯

177. claimed

178. that

179. mass

180. marketing

181. no

182. longer

183. worked,

184.
introducing

185. brand

186. journalism

187. as

188. a

189. method

190. of

191.
recording

192. what

193. happens

194. to

195. a

196. brand

197. in

198. the

199. world”.

200.
!
-

201. Larry

202. Light

203. (CMO

204. McDonald)

205. :

206. Speaking

207. at

208. the

209. AdWatch:

210. Outlook

211. 2004

212.
conference

213. at

214. the

215. New

216. York

217. Sheraton

218. Hotel

219. and

220. Towers,

222. Coca-Cola “Content 2020” - Part One

226. Go Behind the Bottle

227. http://www.coca-colacompany.com/coca-cola-music/timeline/

229. http://brandjournalists.com/

230. http://www.briansolis.com/2011/08/new-inforgraphic-the-brandsphere-by-brian-solis-and-jess3/

231. Coca-Cola “Content 2020” - Part Two

232. mobile Tsunami
Brand Journalism
personal curation
open vs. closed
death of Journalism
Influence index
Contents Orchestration
video-holic
data-detox
vulnerability

233. https://www.facebook.com/paper

234. https://flipboard.com/

235. http://getpocket.com/

236. http://www.instapaper.com/

238. mobile Tsunami
Brand Journalism
personal curation
open vs. closed
death of Journalism
Influence index
Contents Orchestration
video-holic
data-detox
vulnerability

244. mobile Tsunami
Brand Journalism
personal curation
open vs. closed
death of Journalism
Influence index
Contents Orchestration
video-holic
data-detox
vulnerability

245. http://hot.coroke.net/

249. http://news.khan.co.kr/kh_infographic/kh_storytelling.html

250. mobile Tsunami
Brand Journalism
personal curation
open vs. closed
death of Journalism
Influence index
Contents Orchestration
video-holic
data-detox
vulnerability

253. mobile Tsunami
Brand Journalism
personal curation
open vs. closed
death of Journalism
Influence index
Contents Orchestration
video-holic
data-detox
vulnerability

257. Net Promoter Score
유의미한

258. 평가지표를

259. 갖기위한

260. 모색과

261. 실험

262. mobile Tsunami
Brand Journalism
personal curation
open vs. closed
death of Journalism
Influence index
Contents Orchestration
video-holic
data-detox
vulnerability

263. http://www.ibmbigdatahub.com/sites/default/files/infographic_file/4-Vs-of-big-data.jpg

265. 우리는

266. 데이터를

267. 통해

268. 무엇을

269. 얻게

270. 되는가?

271. 장미빛

272. 미래?

273. 혹은

274. 마케팅

275. 괴담?
https://infocus.emc.com/special-content/big-data-infographic/

276. mobile Tsunami
Brand Journalism
personal curation
open vs. closed
death of Journalism
Influence index
Contents Orchestration
video-holic
data-detox
vulnerability

277. Video

278. on

279. mobile

280. devices
Mobile

281. video

282. consumption

283. is

284. on

285. the

286. rise.

288.
By

289. Q4

290. 2012,

291. mobile

292. video

293. starts—―including

294.
both

295. smartphones

296. and

297. tablets—―have

298. tripled

299.
year

300. over

301. year

302. and

303. currently

304. account

305. for

306. over

307.
10%

308. of

309. total

310. digital

311. video

312. starts.
-

313. The

314. State

315. of

316. Mobile

317. Benchmark(Adobe

318. Digital

319. Index)

320. Videos

321. are

322. pouring

323. out

324. everyday

325. Stickers

326. and

327. Toons

328. are

329. new

330. languages

331. mobile Tsunami
Brand Journalism
personal curation
open vs. closed
death of Journalism
Influence index
Contents Orchestration
video-holic
data-detox
vulnerability

333. Burson-Marsteller

334. ‘Brand

335. Vulnerability

336. Index’

337.
*

338. source

339. :

340. http://www.burson-marsteller.com/what-we-do/our-thinking/brand-vulnerability-index/

341. [정용민의

342. 위기관리]

343. 이해관계자그룹

344. VS.

345. 기업위기관리위원회

346. ­–

347. 축구팀의

348. 비유
http://www.venturesquare.net/1630

349. Understanding Customer Decision Journey

350. Digital Integration Optimization

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

359. 7 Answers from Digital Innovation

360. 1. 고객에 대한 입체적인 이해를 돕는다
(Customer Insight)

361. 2. 고객의 경험 흐름을 유기적으로 통합시킨다
(Optimized Brand Experience)

362. 3. 경험 정보와 이야기거리를 쉽게 공유할수 있게 한다
(Conversation Enabler)

363. 4. 구매 결정을 위한 정보 수집과 관리를 용이하게 한다
(Information Experience Processing Enabler)

364. 5. 고객데이터를 분석하고 ‘과학적 통찰’을 제공한다
(Data driven decision making)

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

366. 7. 고객을 ‘정보 전달자’, ‘영향력자’, ‘팬’으로서
브랜드와의 관계를 형성시킨다
(Brand Relationship)

367. 감사합니다