2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
Creative operations teams expect increased AI use in 2024. Currently, over half of tasks are not AI-enabled, but this is expected to decrease in the coming year. ChatGPT is the most popular AI tool currently. Business leaders are more actively exploring AI benefits than individual contributors. Most respondents do not believe AI will impact workforce size in 2024. However, some inhibitions still exist around AI accuracy and lack of understanding. Creatives primarily want to use AI to save time on mundane tasks and boost productivity.
Organizational culture includes values, norms, systems, symbols, language, assumptions, beliefs, and habits that influence employee behaviors and how people interpret those behaviors. It is important because culture can help or hinder a company's success. Some key aspects of Netflix's culture that help it achieve results include hiring smartly so every position has stars, focusing on attitude over just aptitude, and having a strict policy against peacocks, whiners, and jerks.
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
PepsiCo provided a safe harbor statement noting that any forward-looking statements are based on currently available information and are subject to risks and uncertainties. It also provided information on non-GAAP measures and directing readers to its website for disclosure and reconciliation. The document then discussed PepsiCo's business overview, including that it is a global beverage and convenient food company with iconic brands, $91 billion in net revenue in 2023, and nearly $14 billion in core operating profit. It operates through a divisional structure with a focus on local consumers.
Content Methodology: A Best Practices Report (Webinar)contently
This document provides an overview of content methodology best practices. It defines content methodology as establishing objectives, KPIs, and a culture of continuous learning and iteration. An effective methodology focuses on connecting with audiences, creating optimal content, and optimizing processes. It also discusses why a methodology is needed due to the competitive landscape, proliferation of channels, and opportunities for improvement. Components of an effective methodology include defining objectives and KPIs, audience analysis, identifying opportunities, and evaluating resources. The document concludes with recommendations around creating a content plan, testing and optimizing content over 90 days.
How to Prepare For a Successful Job Search for 2024Albert Qian
The document provides guidance on preparing a job search for 2024. It discusses the state of the job market, focusing on growth in AI and healthcare but also continued layoffs. It recommends figuring out what you want to do by researching interests and skills, then conducting informational interviews. The job search should involve building a personal brand on LinkedIn, actively applying to jobs, tailoring resumes and interviews, maintaining job hunting as a habit, and continuing self-improvement. Once hired, the document advises setting new goals and keeping skills and networking active in case of future opportunities.
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
The document provides career advice for getting into the tech field, including:
- Doing projects and internships in college to build a portfolio.
- Learning about different roles and technologies through industry research.
- Contributing to open source projects to build experience and network.
- Developing a personal brand through a website and social media presence.
- Networking through events, communities, and finding a mentor.
- Practicing interviews through mock interviews and whiteboarding coding questions.
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
1. Core updates from Google periodically change how its algorithms assess and rank websites and pages. This can impact rankings through shifts in user intent, site quality issues being caught up to, world events influencing queries, and overhauls to search like the E-A-T framework.
2. There are many possible user intents beyond just transactional, navigational and informational. Identifying intent shifts is important during core updates. Sites may need to optimize for new intents through different content types and sections.
3. Responding effectively to core updates requires analyzing "before and after" data to understand changes, identifying new intents or page types, and ensuring content matches appropriate intents across video, images, knowledge graphs and more.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
Creative operations teams expect increased AI use in 2024. Currently, over half of tasks are not AI-enabled, but this is expected to decrease in the coming year. ChatGPT is the most popular AI tool currently. Business leaders are more actively exploring AI benefits than individual contributors. Most respondents do not believe AI will impact workforce size in 2024. However, some inhibitions still exist around AI accuracy and lack of understanding. Creatives primarily want to use AI to save time on mundane tasks and boost productivity.
Organizational culture includes values, norms, systems, symbols, language, assumptions, beliefs, and habits that influence employee behaviors and how people interpret those behaviors. It is important because culture can help or hinder a company's success. Some key aspects of Netflix's culture that help it achieve results include hiring smartly so every position has stars, focusing on attitude over just aptitude, and having a strict policy against peacocks, whiners, and jerks.
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
PepsiCo provided a safe harbor statement noting that any forward-looking statements are based on currently available information and are subject to risks and uncertainties. It also provided information on non-GAAP measures and directing readers to its website for disclosure and reconciliation. The document then discussed PepsiCo's business overview, including that it is a global beverage and convenient food company with iconic brands, $91 billion in net revenue in 2023, and nearly $14 billion in core operating profit. It operates through a divisional structure with a focus on local consumers.
Content Methodology: A Best Practices Report (Webinar)contently
This document provides an overview of content methodology best practices. It defines content methodology as establishing objectives, KPIs, and a culture of continuous learning and iteration. An effective methodology focuses on connecting with audiences, creating optimal content, and optimizing processes. It also discusses why a methodology is needed due to the competitive landscape, proliferation of channels, and opportunities for improvement. Components of an effective methodology include defining objectives and KPIs, audience analysis, identifying opportunities, and evaluating resources. The document concludes with recommendations around creating a content plan, testing and optimizing content over 90 days.
How to Prepare For a Successful Job Search for 2024Albert Qian
The document provides guidance on preparing a job search for 2024. It discusses the state of the job market, focusing on growth in AI and healthcare but also continued layoffs. It recommends figuring out what you want to do by researching interests and skills, then conducting informational interviews. The job search should involve building a personal brand on LinkedIn, actively applying to jobs, tailoring resumes and interviews, maintaining job hunting as a habit, and continuing self-improvement. Once hired, the document advises setting new goals and keeping skills and networking active in case of future opportunities.
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
The document provides career advice for getting into the tech field, including:
- Doing projects and internships in college to build a portfolio.
- Learning about different roles and technologies through industry research.
- Contributing to open source projects to build experience and network.
- Developing a personal brand through a website and social media presence.
- Networking through events, communities, and finding a mentor.
- Practicing interviews through mock interviews and whiteboarding coding questions.
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
1. Core updates from Google periodically change how its algorithms assess and rank websites and pages. This can impact rankings through shifts in user intent, site quality issues being caught up to, world events influencing queries, and overhauls to search like the E-A-T framework.
2. There are many possible user intents beyond just transactional, navigational and informational. Identifying intent shifts is important during core updates. Sites may need to optimize for new intents through different content types and sections.
3. Responding effectively to core updates requires analyzing "before and after" data to understand changes, identifying new intents or page types, and ensuring content matches appropriate intents across video, images, knowledge graphs and more.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
3. CHONBUK NATIONAL UNIVERSITY
팀 소개
팀장 : 김주희 (전자공학부, 4)
반응형 웹 사이트의 제작 및 디자인, 유지보수와 전반적인
창업 활동의 과정을 총괄 책임질 예정
팀원 : 정지민(화학과, 4)
전단지 제작과 SNS를 활용한 홍보 담당
팀원 : 박현진(프랑스학과, 4)
레시피 개발과 홍보를 위한 쿠킹 asmr 제작에 참여
5. 아이디어 도출 배경
아이템 선정
CHONBUK NATIONAL UNIVERSITY
모든 재료를
준비하는 데에
돈이 많이 든다.
정보의
부족
디저트를 만들려는
사람이 정보를 찾는
것이 힘들다.
관련
도구나
재료가
없다
디저트를 만드는 데
관련 도구들이 없어서
만드는 데 어려움을
겪는다.
고비용
토핑이 많지 않아서
단조롭고 여러 번
구매하고 싶지 않다는
단점이 있다.
선택의
폭이
좁다.
6. 설문조사(5~13세 자녀를 둔 3인이상의 가정)
소비자 니즈
CHONBUK NATIONAL UNIVERSITY
84%
16%
30대 성별
여
남
9. CHONBUK NATIONAL UNIVERSITY
토핑 선택
- 도구가 필요 없는 디저트 개발
- 모든 재료가 들어있는 키트 제공
1회용 포장지를 사용하여 뒷정리가 쉽다.
소비자 니즈
도구나 재료
간단함
정확한 설명
- 토핑과 재료 양을 선택 가능하게 한다.
- 레시피를 종이와 영상으로 제작한다.
21. CHONBUK NATIONAL UNIVERSITY
기본 재료 구성
양, 맛, 색상, 데코레이션 종류 선택 가능
만들 때 필요한 틀은 일회용으로 만들어 제공
Youtube로 제작과정을 ASMR영상으로 올림
만드는 과정을 종이로 적어서 같이 보냄
레시피 종이에 QR코드를 넣어서 바로 휴대전화로 볼 수 있도
록 한다
제품의 크기와 용도에 맞는 포장지를 같이 넣음
Product
Product
마케팅 전략
23. CHONBUK NATIONAL UNIVERSITY
마카롱
타사 – 30,000원 (포장지 미포함)
자사 – 20,000원 + a (포장지 포함)
머핀
타사 - 18,530원 (머핀틀 미포함)
자사 – 15,000원 + a (머핀틀 포함)
Price
마케팅 전략
33. 참고 자료
CHONBUK NATIONAL UNIVERSITY
8
http://attirancediy.com/
http://www.dbaking.co.kr/goods/goods_list.php?cateCd=0
06
https://www.pinaforestudio.com/prod-cat/kit
저희가 이러한 노오븐 베이킹 키트라는 아이템을 생각하게 된 계기는 저희 팀 팀장이 남자친구한테 기념일에 디저트를 선물하려고 했는데 디저트 만드는게 처음이라 선물로 어떤 것을 만들어 줘야 할 지 모르고 아는게 없어서 힘들었다고 합니다. 저희가 알아본 결과 다른 분들도 비슷한 문제를 겪고 계시더라구요. 그 문제를 크게 4가지로 추려봤는데, 첫번째로 돈이 많이 듭니다. 이번 한번, 소량으로 디저트를 만들고 싶어도 재료를 대량으로 구매해야하기 때문에 잉여 지출이 발생하게 됩니다. 두번째로 앞서 말한 것과 같이, 디저트를 처음 만드는 사람들에게 정보가 부족합니다. 물론 요즘 유투브나 블로그를 통해서 디저트에 관한 정보를 많이 얻을 수 있지만 처음 하는 사람들이 따라할 수 있는 것들은 많지 않습니다. 그 이유는 세번째에 적은 것 처럼 도구가 없기 때문이죠. 보통 집에 오븐있는 가정은 많지 않고 평소 디저트를 자주 만드는 사람이 아니고서야 집에 전자저울,계량기, 고속 핸드 휘핑기 등이 없기 마련입니다. 그러다보니 겨우겨우 할만 한 레시피를 찾더라도 도구가 없어서 포기하는 경우가 꽤 많습니다. 마지막 도출 배경으로는 디저트를 만들 때 선택의 폭이 좁다는 것입니다. 왜냐하면 원하는 만큼의 재료의 양이라든가 여러 종류의 데코를 고르기 힘듭니다. 재료의 양은 이미 제품을 파는 회사에서 정량으로 팔고 있으니 선택권이 없고, 데코레이션을 위해서 여러가지를 사고 싶어도 비용적인 문제나 여러 개를 고르면 너무 많이 남는다는 문제가 있습니다. 저희 팀은 이런 문제를 해결하고 더 쉽게 베이킹에 도전할 수 있도록 도울 방법을 찾던 중 이러한 아이디어를 도출하게 되었습니다.
저희가 이러한 노오븐 베이킹 키트라는 아이템을 생각하게 된 계기는 저희 팀 팀장이 남자친구한테 기념일에 디저트를 선물하려고 했는데 디저트 만드는게 처음이라 선물로 어떤 것을 만들어 줘야 할 지 모르고 아는게 없어서 힘들었다고 합니다. 저희가 알아본 결과 다른 분들도 비슷한 문제를 겪고 계시더라구요. 그 문제를 크게 4가지로 추려봤는데, 첫번째로 돈이 많이 듭니다. 이번 한번, 소량으로 디저트를 만들고 싶어도 재료를 대량으로 구매해야하기 때문에 잉여 지출이 발생하게 됩니다. 두번째로 앞서 말한 것과 같이, 디저트를 처음 만드는 사람들에게 정보가 부족합니다. 물론 요즘 유투브나 블로그를 통해서 디저트에 관한 정보를 많이 얻을 수 있지만 처음 하는 사람들이 따라할 수 있는 것들은 많지 않습니다. 그 이유는 세번째에 적은 것 처럼 도구가 없기 때문이죠. 보통 집에 오븐있는 가정은 많지 않고 평소 디저트를 자주 만드는 사람이 아니고서야 집에 전자저울,계량기, 고속 핸드 휘핑기 등이 없기 마련입니다. 그러다보니 겨우겨우 할만 한 레시피를 찾더라도 도구가 없어서 포기하는 경우가 꽤 많습니다. 마지막 도출 배경으로는 디저트를 만들 때 선택의 폭이 좁다는 것입니다. 왜냐하면 원하는 만큼의 재료의 양이라든가 여러 종류의 데코를 고르기 힘듭니다. 재료의 양은 이미 제품을 파는 회사에서 정량으로 팔고 있으니 선택권이 없고, 데코레이션을 위해서 여러가지를 사고 싶어도 비용적인 문제나 여러 개를 고르면 너무 많이 남는다는 문제가 있습니다. 저희 팀은 이런 문제를 해결하고 더 쉽게 베이킹에 도전할 수 있도록 도울 방법을 찾던 중 이러한 아이디어를 도출하게 되었습니다.
저희가 이러한 노오븐 베이킹 키트라는 아이템을 생각하게 된 계기는 저희 팀 팀장이 남자친구한테 기념일에 디저트를 선물하려고 했는데 디저트 만드는게 처음이라 선물로 어떤 것을 만들어 줘야 할 지 모르고 아는게 없어서 힘들었다고 합니다. 저희가 알아본 결과 다른 분들도 비슷한 문제를 겪고 계시더라구요. 그 문제를 크게 4가지로 추려봤는데, 첫번째로 돈이 많이 듭니다. 이번 한번, 소량으로 디저트를 만들고 싶어도 재료를 대량으로 구매해야하기 때문에 잉여 지출이 발생하게 됩니다. 두번째로 앞서 말한 것과 같이, 디저트를 처음 만드는 사람들에게 정보가 부족합니다. 물론 요즘 유투브나 블로그를 통해서 디저트에 관한 정보를 많이 얻을 수 있지만 처음 하는 사람들이 따라할 수 있는 것들은 많지 않습니다. 그 이유는 세번째에 적은 것 처럼 도구가 없기 때문이죠. 보통 집에 오븐있는 가정은 많지 않고 평소 디저트를 자주 만드는 사람이 아니고서야 집에 전자저울,계량기, 고속 핸드 휘핑기 등이 없기 마련입니다. 그러다보니 겨우겨우 할만 한 레시피를 찾더라도 도구가 없어서 포기하는 경우가 꽤 많습니다. 마지막 도출 배경으로는 디저트를 만들 때 선택의 폭이 좁다는 것입니다. 왜냐하면 원하는 만큼의 재료의 양이라든가 여러 종류의 데코를 고르기 힘듭니다. 재료의 양은 이미 제품을 파는 회사에서 정량으로 팔고 있으니 선택권이 없고, 데코레이션을 위해서 여러가지를 사고 싶어도 비용적인 문제나 여러 개를 고르면 너무 많이 남는다는 문제가 있습니다. 저희 팀은 이런 문제를 해결하고 더 쉽게 베이킹에 도전할 수 있도록 도울 방법을 찾던 중 이러한 아이디어를 도출하게 되었습니다.
저희가 이러한 노오븐 베이킹 키트라는 아이템을 생각하게 된 계기는 저희 팀 팀장이 남자친구한테 기념일에 디저트를 선물하려고 했는데 디저트 만드는게 처음이라 선물로 어떤 것을 만들어 줘야 할 지 모르고 아는게 없어서 힘들었다고 합니다. 저희가 알아본 결과 다른 분들도 비슷한 문제를 겪고 계시더라구요. 그 문제를 크게 4가지로 추려봤는데, 첫번째로 돈이 많이 듭니다. 이번 한번, 소량으로 디저트를 만들고 싶어도 재료를 대량으로 구매해야하기 때문에 잉여 지출이 발생하게 됩니다. 두번째로 앞서 말한 것과 같이, 디저트를 처음 만드는 사람들에게 정보가 부족합니다. 물론 요즘 유투브나 블로그를 통해서 디저트에 관한 정보를 많이 얻을 수 있지만 처음 하는 사람들이 따라할 수 있는 것들은 많지 않습니다. 그 이유는 세번째에 적은 것 처럼 도구가 없기 때문이죠. 보통 집에 오븐있는 가정은 많지 않고 평소 디저트를 자주 만드는 사람이 아니고서야 집에 전자저울,계량기, 고속 핸드 휘핑기 등이 없기 마련입니다. 그러다보니 겨우겨우 할만 한 레시피를 찾더라도 도구가 없어서 포기하는 경우가 꽤 많습니다. 마지막 도출 배경으로는 디저트를 만들 때 선택의 폭이 좁다는 것입니다. 왜냐하면 원하는 만큼의 재료의 양이라든가 여러 종류의 데코를 고르기 힘듭니다. 재료의 양은 이미 제품을 파는 회사에서 정량으로 팔고 있으니 선택권이 없고, 데코레이션을 위해서 여러가지를 사고 싶어도 비용적인 문제나 여러 개를 고르면 너무 많이 남는다는 문제가 있습니다. 저희 팀은 이런 문제를 해결하고 더 쉽게 베이킹에 도전할 수 있도록 도울 방법을 찾던 중 이러한 아이디어를 도출하게 되었습니다.
그 중 저희가 제품을 판다면 꼭 살 사람을 1타겟으로 하여 3분류의 소비자 층을 선정했습니다. 20대 커플은 시기가 한정적이지만 저희가 만일 기존 제품의 가격을 두배로 올리더라도 제품이 좋다면 기념일에 꼭 구매 할 소비자 층이라고 생각되어 주요 타겟으로 하였습니다. 제2 타겟은 아이가 있는 3인 이상의 가정입니다. 요즘 맞벌이로 아이와 함께 시간을 보내기 힘든 가정에서 굳이 야외로 나가지 않고도 집에서 함께 디저트를 만들며 추억을 쌓을 수 있다는 점, tv프로그램등을 통해 아이들이 여러가지 재료들을 만지며 감각 놀이를 하고 직접 만든 간식을 먹어보며 성취감을 느낄 수 있다는 것에 대한 부모들의 관심이 높아져 가고 있기 때문에 꽤나 큰 수요가 예상되어 제2타겟으로 선정하였습니다. 제3 타겟은 유치원과 학교입니다. 별다른 도구가 필요 없기 때문에 학교나 유치원에서 만들기 시간 등을 통해 제품을 사용할 수 있을 것으로 생각되고 한번 거래를 트면 안정적인 수입이 기대되므로 타겟 선정 하였습니다.
1. 노오븐이 필요없는 베이킹 세트는 많이 있습니다. 하지만, 오븐만 필요없지, 사실상 계량기나 휘핑기계 등 다른 베이킹 도구가 필요한 세트들이였습니다.
그래서 저희는 오븐 뿐만 아니라 다른 전문적인 베이킹 도구가 일절 필요가 없는 세트를 제작하려고 합니다.
2. 다른 베이킹 사이트에서 포장지까지 주는 곳이 없고, 더더군다나 회사 특유의 디자인이 들어간 포장지가 아닙니다. 단지 만든 제품만 담을 수 있는 기능만 있고 미적 기능이 없었습니다. 그래서 저희는 저희만의 브랜드를 만들기 위해 랑쎄를 대표할 수 있는 디자인을 제작해서 제품에 어울리는 포장지를 만들려고 합니다.
3. 다른 회사에서 만든 것들은 회사 자체에서 만든 모습 외에는 만들 수 없는 세트입니다. 저희는 여기서 고객들이 자율적으로 선택이 가능한 세트를 만들 수 있도록 하려고 합니다. 예를 들어 마카롱 세트를 생각해보면, 기본 마카롱 구성이 있고 거기에 코크 색상을 베이지가 싫으시면 분홍색이나 노란색, 초코색 등 고를 수 있고, 필링의 맛도 초코맛 뿐만 아니라 다른 바닐라 맛 등 고를 수 있습니다. 그리고 만들어진 마카롱 위에 그림을 그릴 수 있는 푸드펜이나 아이싱 재료도 고를 수 있도록 하려고 합니다.
저희가 생각하는 마케팅 전략을
제품, 가격, 유통, 촉진으로 크게 4가지로 나누어서 설명하겠습니다.
기본 재료가 있습니다. 혹시라도 자율적으로 선택하여 만들기 힘든 고객들을 위해 선택이 필요없이 기본적인 제품을 만들 수 있는 기본 재료 세트가 있습니다.
앞에서 말씀 했듯 이 맛과 색상, 데코레이션까지 종류를 선택 가능합니다. 그래서 같은 제품이여도 자신만의 독특한 제품이 만들어 집니다.
예를 들어 마카롱을 만들 때 도안이 그려지지 않은 일반 유산지에 코크를 짤 때 어느 정도 크기로 각자 간격을 얼마나 떨어뜨려서 만들어야 할 지 초보자들에게는 잘 몰라 실패하는 경우가 종종 있습니다. 그래서 쓰고 바로 버릴 수 있는 투명 필름지로 도안을 만들어서 제공할 예정입니다. 머핀 같은 경우는 구울 때 필요한 틀을 일회용으로 안 퍼질 수 있는 튼튼한 종이틀로 할 예정입니다.
유튜브를 통해 우리 제품을 이용하여 만드는 과정을 ASMR을 접목하여 영상을 제작하여 올릴 예정입니다. ASMR시장이 굉장히 크기 때문에 그 쪽의 시장에 있는 사람들이 저희들의 잠재고객이 될 수 있는 하나의 방법이 될 수 있습니다. 동시에 제품을 산 고객들한테도 제품을 만드는 과정이 담긴 영상이기 때문에 만드는 과정을 종이에 글과 사진으로 적어서 보내는 것보다 더 이해하기 쉽기 때문에 일석이조의 효과를 누릴 수 있습니다.
만드는 과정이 담긴 종이에 QR코드를 담아서 따로 유튜브로 검색을 하지 않고도 바로 유튜브로 넘어가 볼 수 있도록 할 것입니다.
선택사항으로 제품의 크기와 용도에 맞는 포장지를 같이 넣어서 드릴 예정입니다.
이 사진은 저희가 미리 시제품을 만들어 보았습니다. 이런 식으로 각 제품을 정량대로 담고, 각 제품마다 이름과 제조사, 유통기한, 성분이 써있는 스티커를 붙일 예정입니다. 일회용 계량컵을 주어서 계량기가 필요 없도록 할 것입니다.
가격 면으로 다른 타사와 비교해서 비슷한 가격대나, 조금 낮은 가격대로 하기로 하였습니다. 물론 타사와 다르게 포장지가 들어가고 머핀 같은 경우는 머핀틀까지 포함한 가격입니다.
위 사진은 미리 홈페이지를 만들어 본 사진입니다. 반응형 홈페이지를 제작하여서, 어떤 기기로 저희 홈페이지를 보아도 그 기기의 크기에 맞는 홈페이지를 나오게 하여, 판매를 할 예정입니다. 그리고, 집에서 일일이 PC나 폰으로 찾지 않아도 제품의 설명글과 사진과 QR코드가 같이 삽입이 된 책자를 만들어서 통화로도 가능하도록 할 예정입니다.
광고는 SNS를 이용을 할 것입니다. 페이스북에 계속 노출하는 광고나, 유튜브로는 앞에서 제품을 설명한 것과 같이 ASMR을 도입하여 광고 효과를 볼 것입니다. 그리고, 아이를 가진 어머니들이 주 타겟으로, 유명 블로그나, 맘카페에 광고를 할 예정입니다. 네이버 밴드도 이용할 예정입니다.
그리고 전단지와, 판촉 활동을 할 예정이며, 마지막으로 네이버 파워링크로 저희 사이트를 잘 보이도록 할 예정입니다.
저희가 예상하는 손익분기점은
마카롱과 머핀이 저희 제품인데, 마카롱 하나만 팔 경우 인건비를 제외한 지출로 계산시, 50개를 팔 때 손익분기점을 넘기게 되구요,
머핀만 팔 경우 68개를 팔았을 때 손익 분기점을 넘기게 됩니다.
합격을 할 경우 향후 저희 계획은,
오븐과 같은 전문적인 베이킹 도구가 필요없고 손쉬운 제품들을 개발할 예정이며,
디자이너 한 명을 더 보충할 예정입니다.
그리고, 광고를 통해서 계속해서 시장을 확보해나가며, 저희 목표 타겟팅을 섭렵해 어느 정도 수익이 날 경우 다른 타겟팅을 생각해 그 타겟팅에 맞는 제품개발을 하여 지속적으로 시장을 확보해나갈 예정입니다.
그리고 저희 제품이 실패할 경우의 대안을 자세하게 연구해 나갈 것입니다.
저희가 대안 방안을 생각했습니다.
만들기 세트를 파는 것이 아니라, 완제품을 팔려고 합니다.
완제품을 거래처에 납품을 하거나, 개인의 판매시, 맛과 모양을 선택한 완제품을 판매할 예정입니다.
그리고 대만찰떡 초코쿠키와 같은 특이하지만 맛있는 디저트의 완제품을 팔 예정입니다.