마케팅2.0

Oct 31, 2007 6 분 읽기 ko

Marketing to the Social Web 읽다가 정리가 맘에 들어서 열심히 타자쳐서 공유해봅니다.

Old Marketing vs. New Marketing




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  <P class="MsoNormal" style="margin:0;">
    <B><SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Components</FONT></SPAN></B>
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  <P class="MsoNormal" style="margin:0;">
    <B><SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Old Marketing</FONT></SPAN></B>
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  <P class="MsoNormal" style="margin:0;">
    <B><SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">New Marketing</FONT></SPAN></B>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Marketing mindset</FONT></SPAN>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Use one-way, one-sided communication to tell brand story</FONT></SPAN>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Nurture dialogue and relationships; be more transparent, earn trust, build credibility</FONT></SPAN>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Brand equity</FONT></SPAN>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Brand recall is holy grail.</FONT></SPAN>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Brand value is determined by customers: How likely are customers to highly recommend the good or service?</FONT></SPAN>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Segmentation</FONT></SPAN>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Group customers by demographics.</FONT></SPAN>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Group customers by behavior, attitudes, and interests &#8211; what&#8217;s important to them.</FONT></SPAN>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Targeting</FONT></SPAN>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Target by demographics, especially for media buying.</FONT></SPAN>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Target according to customer behavior.</FONT></SPAN>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Communication</FONT></SPAN>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Broadcast style: create and push message out for customers to absorb.</FONT></SPAN>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Digital environment for interactive communication through search and query, customer comments, personal reviews, or dialogue.</FONT></SPAN>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Content</FONT></SPAN>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Professional content created and controlled by marketers.</FONT></SPAN>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Mix of professional and user-generated content, increasingly visual.</FONT></SPAN>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Virality</FONT></SPAN>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">A nice feature but popularity too often driven by flashy presentation rather than contents.</FONT></SPAN>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Virality based on solid content about remarkable products or features that will get people talking and forwarding e-mail.</FONT></SPAN>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Reviews</FONT></SPAN>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Think Michelin Guide: the experts weigh in.</FONT></SPAN>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Think Zagat or Amazon: users review and vote on everything.</FONT></SPAN>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Advertiser/</FONT></SPAN>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Publisher role</FONT></SPAN>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Publisher establishes channel and controls content to gather an audience for the advertisers who sponsor channels or programs.</FONT></SPAN>
  </P>
</TD>

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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Build relationships by sponsoring (not controlling) content and interaction when, where, and how customers want it.</FONT></SPAN>
  </P>
</TD>




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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Strategy</FONT></SPAN>
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  <br /> 
  
  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Top-down strategy improved by senior management drives tactics.</FONT></SPAN>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Bottom-up strategy builds on winning ideas culled from constant testing and customer input.</FONT></SPAN>
  </P>
</TD>




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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Hierarchy</FONT></SPAN>
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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Information is organized into channels, folders, and categories to suit advertisers.</FONT></SPAN>
  </P>
</TD>

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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Information is available on demand by keyword, to suit users.</FONT></SPAN>
  </P>
</TD>




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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Payment</FONT></SPAN>
  </P>
</TD>

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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Cost per Thousand (CPM): Emphasis on costs; Advertisers buy with the idea that Share of voice = Share of mind = Share of market</FONT></SPAN>
  </P>
</TD>

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  <P class="MsoNormal" style="margin:0;">
    <SPAN lang="EN-US" style="font-size:9pt;color:black;"><FONT face="맑은 고딕">Return on Investment (ROI): Invest in marketing for future growth and profitability based on measurable return.</FONT></SPAN>
  </P>
</TD>

– Market is a conversation이란 포스있는 한 문장

– 데모그래픽(1924F)으로 세그멘테이션하는 기획서
 좀 그만 써야 하지 않나 하는 생각

– Share of voice = Share of mind = Share of market
가 성립되던 좋은 시절 진작에 지났고,
연간 쏠 수 있는 광고 예산이 300억쯤 되는
돈이 마빡에 튀어서 주체못하는 여유있는 기업이 아니면
광고예산 ROI관점에서 재검토해야 한다
(내가 돈 경쟁사보다 더 쓰라고 클라이언트 압박,
하고는 있지만 나도 안다 이거 돈 낭비라는 거)

등등의 요즘 머리 속에 떠다니던 생각들을 정리할 수 있는 기회였습니다.

책 추천 드립니다.
아직 번역서는 없는 거 같지만
쉽게 써놔서 심지어 잉글리포비아 멜양도 금방 읽었습니다. 🙂

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