!"#$%&()$*+,-.$/01                                 Dec 15, 2011     234$567!"#89:;<$=>??@$ABC            $$$DEFGHIJK>>ILFF
MNO$PQ$*+MR   !"#$ST
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~¥;âR$ïµ∂$ïµ2$MR$V$,∑$ïµ∏2$π1$“∫”$ªºΩ.$æ
~¥;âR$ïµ∂$ïµ2$MR$V$,∑$ïµ∏2$π1$“∫”$ªºΩ.$æ    6>ø>¿>     6>òHñL$ø>òñL$¿>óHLF
Üá¡è∂$)ïºÜ¬$√ƒìå$ïµ∏   ,-.$≈∆«$»… $ÀÃ
ËÈ)$4ÍÎ$6ÏúFÌF                              Family                           î)$ÕŒ                                    î)$Ê...
üåÀÓÔà$àÔ$4ÍÎ$ü.ÒR$ïµ∏,∑$,∏∂$›Ú5FIõñõF?FIÆC$fiÛÙ5ÌFLñÆH>IıúHÏC$Oc.$ˆ°$opq∏                           BRAND                ...
ïµ∏∂$=>IIFòÆFô$˜$VåO  ƒ¯b˘$æ$VåO
"Your clients are in trouble. They are looking to youto save them. The ad inventory that has been soldfor the last 50 year...
Ø≠ÆôñÆFô$¿ñÌEFÆHIõ$˙≠IIFL
$$$$˚≠ıÆ$¸FLHGFÌHIõ$¿FııñõFı$Æ>$˝F>ÏLF$$$˛$∫2™$ˇ!c$"R
¿ñÌEFÆHIõ$ö>Ì$˝±Ø˝ø±¿ñÌEFÆHIõ$Æ>$óF$=>IIFòÆFô$#HÆú$˝±Ø˝ø±                Product      Price   ˝±Ø˝ø±       Place          ...
“We’re not in the business ofkeeping the media companies alive.We’re in the business of connecting with consumers.”û-R${fb...
NIKE +
Nike+ •$()$*+$,1$-$∑. •$-$(€+$ƒ/$012$&3+$4π$Ä$-$5)$ƒ/$5<(62$E?$&3 •$7)$7+$051$◊Ô8$29„$≤:±$:B¿;∞$<;=±$57˛$h=Û$52$>$2™$ÇÉ •$...
î2O$Ñ∑à‹$57MP)$ÁQRÓÔ<$„P)$„SÓÔ  ÀÃ$T$UVΩR$opq$TWX
î2O$Ñ∑à‹$57MP)$ÁQRÓÔ<$„P)$„SÓÔ  ÀÃ$T$UVΩR$opq$TWX
Âï$ÇO~$*Y«Z¨[]$^ï_ÓÔ$¢`>^<$à‹…ac]$^bîcd[^<$   2üe)efd$^cghï_$îiHÔj„^$I¬$•k
ïµ∏$ÑYïµ∏∂$›Úl+M.$ƒMR$!"#
ïµ∏$ÑYïµ∏∂$›Úl+M.$ƒMR$!"#ïµ∏$å`¬$ám2$ΩR∫$n$%Q$o&üRpOÙ$›Ú$M•
¸FGFL>ÏHIõ$¿ñÌEFÆHIõ$6ÆÌñÆFõK   #HÆú$¿ñÌEFÆHIõ$:>≠ÌõLñıı
¸FGFL>ÏHIõ$¿>óHLF$6ÆÌñÆFõKÆ>$óF$=>IIFòÆFô$#HÆú$˝F>ÏLF$
In Application AdMobile Web Banner Ad
North Face - Snowbird
Location = Context
Tiffany - Engagement Ring Finder
GE - Moodometer
McDonald’s - Pick n’ Play
Amazon - amazon santa
Diesel - I LIKE DIESEL
Domino’s Pizza KoreaPurchase
Starbucks - Mobile PaymentPurchase
American ExpressPurchase
Ben & Jerry’s - Moo Vision
Asiana Airlines
Mî°Â$q$MîN Money
6ÆñÌó≠òEı$q$˙>≠Ìır≠ñÌF$AñôõF<$¿ñK>Ì$ØööFÌ
˝FÏıH$q$ø>>Æ
7<;˙≤$q$H˙>>ô$;ııHıÆñIÆ
Heineken - Star Player
¸HıIFK$q$=ñÌı$,
∞≥EFs
ı≠??ñÌKïµ∏2$üåÀå$¢Ôx$…l∂t)$!"#°$ubã2Ÿ$ïµ∏∂$›Ú$MR$!"#$YZ$« !¿ñÌEFÆHIõ$:>≠ÌõLñııÙ$.XMvïµ∏∂)$=>IIFòÆH>I$Ñ«$hi$w~Mã2x$/01$h...
Merry Xmas &Happy Mobile 234$$$$$DEFGHIJK>>ILFF
마케팅 패러다임의 변화 그리고 모바일 (Daum, Focus on Mobile Marketing 2012)
마케팅 패러다임의 변화 그리고 모바일 (Daum, Focus on Mobile Marketing 2012)
마케팅 패러다임의 변화 그리고 모바일 (Daum, Focus on Mobile Marketing 2012)
마케팅 패러다임의 변화 그리고 모바일 (Daum, Focus on Mobile Marketing 2012)
마케팅 패러다임의 변화 그리고 모바일 (Daum, Focus on Mobile Marketing 2012)
마케팅 패러다임의 변화 그리고 모바일 (Daum, Focus on Mobile Marketing 2012)
마케팅 패러다임의 변화 그리고 모바일 (Daum, Focus on Mobile Marketing 2012)
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마케팅 패러다임의 변화 그리고 모바일 (Daum, Focus on Mobile Marketing 2012)

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2011년 12월 15일 진행된 [ Daum, Focus on Mobile Marketing 2012 ] 강연 자료입니다.

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  • Chetan Sharma 의 어떤 자료를 말씀 하시는지요? 제가 참고한 자료는 Altimeter Group, Jeremiah Owyang의 'Developing a Mobile Strategy' 입니다. 내용 중 'Customer Hourglass'를 참고헸습니다.
    http://www.slideshare.net/jeremiah_owyang/developing-a-mobile-strategy
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  • Chetan Sharma 자료 그대로네요? 인용이나 출처 표시는 어디가고요?
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마케팅 패러다임의 변화 그리고 모바일 (Daum, Focus on Mobile Marketing 2012)

  1. 1. !"#$%&()$*+,-.$/01 Dec 15, 2011 234$567!"#89:;<$=>??@$ABC $$$DEFGHIJK>>ILFF
  2. 2. MNO$PQ$*+MR !"#$ST
  3. 3. U2VWV$.XYZ$[$Q$]$^_@@@` abcR$!"d)$.e fcg$hi<$fcg$!"#< /01$jkl<$/01$m<$/01$n< opq$rst<$uv;w$x4< yz{fb$!"#<$yz$|}< y~Ä.Å$ÇÉ<$ÑÖÜá$à~â< äãå$ç.<$éèêë$íì+< Oîã!0ï<$ñóòôFöõúHùE< @@@
  4. 4. û-O$ü†YZ$MR$V°¢£Q$§R$•¶2$_;¢£Q$îßîR$®+ì$©™2
  5. 5. *+)<$.e)$´¨°$ñLL$ñó>≠Æ$=Ø∞∞±=≤≥Ø∞
  6. 6. ~¥;âR$ïµ∂$ïµ2$MR$V$,∑$ïµ∏2$π1$“∫”$ªºΩ.$æ
  7. 7. ~¥;âR$ïµ∂$ïµ2$MR$V$,∑$ïµ∏2$π1$“∫”$ªºΩ.$æ 6>ø>¿> 6>òHñL$ø>òñL$¿>óHLF
  8. 8. Üá¡è∂$)ïºÜ¬$√ƒìå$ïµ∏ ,-.$≈∆«$»… $ÀÃ
  9. 9. ËÈ)$4ÍÎ$6ÏúFÌF Family î)$ÕŒ î)$ÊÁ î)$4+ î)$xƒ î)$‚2„ î)$œ– î)$•| Friends î)$—“ î)$»ª Co-Workers î)$”‘ î)$ÿŸ î)$‰Â î)$fl‡å î)$’• î)$ÜÖfi î)$÷◊ î)$ïë î)$⁄â î)$û‹› î)$qã! î)$€, Friends’ î)$· Friends Customers Employees
  10. 10. üåÀÓÔà$àÔ$4ÍÎ$ü.ÒR$ïµ∏,∑$,∏∂$›Ú5FIõñõF?FIÆC$fiÛÙ5ÌFLñÆH>IıúHÏC$Oc.$ˆ°$opq∏ BRAND B BRAND F BRAND C BRAND A BRAND G BRAND BRAND D E
  11. 11. ïµ∏∂$=>IIFòÆFô$˜$VåO ƒ¯b˘$æ$VåO
  12. 12. "Your clients are in trouble. They are looking to youto save them. The ad inventory that has been soldfor the last 50 years no longer works,and marketers have started to figure that out."!"#$%&()*$+,-$./012$345$!"$678$9:&$;<=12>?$@ABC$DEF$6GHICJ$>K$LM$NO$PQ*$,$RS$TU>$VW1W$X222Y<Z$[$+,]>$^_`45$6Ga8$bQc$d:e$fgQ$h12
  13. 13. Ø≠ÆôñÆFô$¿ñÌEFÆHIõ$˙≠IIFL
  14. 14. $$$$˚≠ıÆ$¸FLHGFÌHIõ$¿FııñõFı$Æ>$˝F>ÏLF$$$˛$∫2™$ˇ!c$"R
  15. 15. ¿ñÌEFÆHIõ$ö>Ì$˝±Ø˝ø±¿ñÌEFÆHIõ$Æ>$óF$=>IIFòÆFô$#HÆú$˝±Ø˝ø± Product Price ˝±Ø˝ø± Place Promotion
  16. 16. “We’re not in the business ofkeeping the media companies alive.We’re in the business of connecting with consumers.”û-R${fb$$ïÙ$ˇÉ$%-R$~¥;âÙ$MR$V2$_;û-R$‘y~&)$$ªº’ 2ãR$~¥;âÙ$MR$V2Trevor EdwardsVice President, Global Brand & Category ManagementNike
  17. 17. NIKE +
  18. 18. Nike+ •$()$*+$,1$-$∑. •$-$(€+$ƒ/$012$&3+$4π$Ä$-$5)$ƒ/$5<(62$E?$&3 •$7)$7+$051$◊Ô8$29„$≤:±$:B¿;∞$<;=±$57˛$h=Û$52$>$2™$ÇÉ •$55)$5+$?<$@$AB$*C$012$E?$Dì$&3$5IHEFÏL≠ı@ò>?C ∑3$fiEh=Û$ïµ∏)$©FÄGfiÄã2Hâß1$I$‚2ßÔ$J–MÉ ,¬$KR$àoLMå$ë ¸ñK$Gı$∞HõúÆ$=úñLLFIõF<$5$B6$=HÆHFı$<ñòF$,55<$¿FI$Gı$N>?FI$=úñLLFIõF$I
  19. 19. î2O$Ñ∑à‹$57MP)$ÁQRÓÔ<$„P)$„SÓÔ ÀÃ$T$UVΩR$opq$TWX
  20. 20. î2O$Ñ∑à‹$57MP)$ÁQRÓÔ<$„P)$„SÓÔ ÀÃ$T$UVΩR$opq$TWX
  21. 21. Âï$ÇO~$*Y«Z¨[]$^ï_ÓÔ$¢`>^<$à‹…ac]$^bîcd[^<$ 2üe)efd$^cghï_$îiHÔj„^$I¬$•k
  22. 22. ïµ∏$ÑYïµ∏∂$›Úl+M.$ƒMR$!"#
  23. 23. ïµ∏$ÑYïµ∏∂$›Úl+M.$ƒMR$!"#ïµ∏$å`¬$ám2$ΩR∫$n$%Q$o&üRpOÙ$›Ú$M•
  24. 24. ¸FGFL>ÏHIõ$¿ñÌEFÆHIõ$6ÆÌñÆFõK #HÆú$¿ñÌEFÆHIõ$:>≠ÌõLñıı
  25. 25. ¸FGFL>ÏHIõ$¿>óHLF$6ÆÌñÆFõKÆ>$óF$=>IIFòÆFô$#HÆú$˝F>ÏLF$
  26. 26. In Application AdMobile Web Banner Ad
  27. 27. North Face - Snowbird
  28. 28. Location = Context
  29. 29. Tiffany - Engagement Ring Finder
  30. 30. GE - Moodometer
  31. 31. McDonald’s - Pick n’ Play
  32. 32. Amazon - amazon santa
  33. 33. Diesel - I LIKE DIESEL
  34. 34. Domino’s Pizza KoreaPurchase
  35. 35. Starbucks - Mobile PaymentPurchase
  36. 36. American ExpressPurchase
  37. 37. Ben & Jerry’s - Moo Vision
  38. 38. Asiana Airlines
  39. 39. Mî°Â$q$MîN Money
  40. 40. 6ÆñÌó≠òEı$q$˙>≠Ìır≠ñÌF$AñôõF<$¿ñK>Ì$ØööFÌ
  41. 41. ˝FÏıH$q$ø>>Æ
  42. 42. 7<;˙≤$q$H˙>>ô$;ııHıÆñIÆ
  43. 43. Heineken - Star Player
  44. 44. ¸HıIFK$q$=ñÌı$,
  45. 45. ∞≥EFs
  46. 46. ı≠??ñÌKïµ∏2$üåÀå$¢Ôx$…l∂t)$!"#°$ubã2Ÿ$ïµ∏∂$›Ú$MR$!"#$YZ$« !¿ñÌEFÆHIõ$:>≠ÌõLñııÙ$.XMvïµ∏∂)$=>IIFòÆH>I$Ñ«$hi$w~Mã2x$/01$hi)$yz{<$|?M}$~y- !!/01$hi°$ç.Ä!"#¬$Äc$"RŸÅÄà~â<$≥≤<$=1¥<$rst<$=<¿<$HÔ/Ç$IDO$ÉÑ$∫$n$MÖÜ@@@$á2R$É•à$îä !!!
  47. 47. Merry Xmas &Happy Mobile 234$$$$$DEFGHIJK>>ILFF

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