1. The document analyzes current trends and approaches in digital marketing technology. It was presented at a digital marketing forum in February 2014. 2. It discusses the digital marketing technology landscape, including marketing experiences, operations, middleware, backbone platforms and infrastructure. Frameworks for understanding technologies like the hype cycle and transit map are presented. 3. Emerging technologies discussed include various marketing apps, services for marketing intelligence and loyalty, cloud-based solutions, expanded marketing platforms and networks, and context-based and real-time bidding advertising services.

1. Digital Marketing Tech 분석
마켓캐스트 김형택
(trend@webpro.co.kr)

2. 이 자료는 2014년 2월 12일 디지털 마케팅 포럼에서
“Digital Marketing Tech 분석＂주제로
국내외 주요 Digital Marketing Tech 분석내용들을 기반으로
현재 Tech흐름 및 마케팅 커뮤니케이션 활용에 관한 접근방법을 발표한 자료 입니다.
강의자료에 관한 문의 및 추가정보는
마켓캐스트(www.marketcast.co.kr)를 참고해주시기 바랍니다.

3. 1. Marketing Tech Landscape
Marketing Experiences
Marketing
Operations
Marketing Middleware
Marketing Backbone Platforms
Infrastructure
Source: Marketing Technology Landscape Supergraphic (2014) / chiefmartec.com
Internet

4. 1. Marketing Tech Landscape
Internet
Source: Marketing Technology Landscape Supergraphic (2014) / chiefmartec.com

5. 1. Marketing Tech Landscape
Infrastructure
Source: Marketing Technology Landscape Supergraphic (2014) / chiefmartec.com

6. 1. Marketing Tech Landscape
Marketing Backbone Platforms
Source: Marketing Technology Landscape Supergraphic (2014) / chiefmartec.com

7. 1. Marketing Tech Landscape
Marketing Middleware
Source: Marketing Technology Landscape Supergraphic (2014) / chiefmartec.com

8. 1. Marketing Tech Landscape
Marketing Experiences
Source: Marketing Technology Landscape Supergraphic (2014) / chiefmartec.com

9. 1. Marketing Tech Landscape
Marketing Experiences
Source: Marketing Technology Landscape Supergraphic (2014) / chiefmartec.com

10. 1. Marketing Tech Landscape
Marketing Experiences
Source: Marketing Technology Landscape Supergraphic (2014) / chiefmartec.com

11. 1. Marketing Tech Landscape
Marketing Experiences
Source: Marketing Technology Landscape Supergraphic (2014) / chiefmartec.com

12. 1. Marketing Tech Landscape
Marketing Operations
Source: Marketing Technology Landscape Supergraphic (2014) / chiefmartec.com

13. 1. Marketing Tech Landscape
Marketing Operations
Source: Marketing Technology Landscape Supergraphic (2014) / chiefmartec.com

14. 1. Marketing Tech Landscape
Marketing Platform(3rd Party)
Source: Marketing Technology Landscape Supergraphic (2014) / chiefmartec.com

15. 2. Hype Cycle for Digital Marketing
Source: Hype Cycle for Digital Marketing(2013) / Gartner

16. 3. Digital Marketing Transit Map
Source: Digital Marketing Transit Map (2013) / Gartner

17. 4. Digital Marketing Tech Map
Source: Digital Marketing Tech Map (2013) / Frum

18. Summary(1)
1. 다양한 마케팅 App서비스 등장
- Poll, Wizard , Contest 등
2. Marketing Intelligent Solution의 강화 및 다양화
- Big Data, Loyalty, BI, RT 등
3. Cloud 방식의 솔루션 서비스
- SaaS 방식의 솔루션 제공
4. Marketing Platform & Networks 의 확장
- Digital Marketing Networks
- Intelligent Platform
- 3rd Party / API 전략
5. Context 및 RTB기반의 광고서비스

19. Summary(2)
Source: Digital Marketing Hype Cycle for 2013: Engagement on Overdrive(2013) / Gartner

20. URL: www.marketcast.co.kr
E-mail: trend@webpro.co.kr
Twitter: @youforyou
Facebook: facebook.com/trendcast