Marketing to the Social Web 읽다가 정리가 맘에 들어서 열심히 타자쳐서 공유해봅니다.
Old Marketing vs. New Marketing
Use one-way, one-sided communication to tell brand story
Nurture dialogue and relationships; be more transparent, earn trust, build credibility
Brand recall is holy grail.
Brand value is determined by customers: How likely are customers to highly recommend the good or service?
Group customers by demographics.
Group customers by behavior, attitudes, and interests – what’s important to them.
Target by demographics, especially for media buying.
Target according to customer behavior.
Broadcast style: create and push message out for customers to absorb.
Digital environment for interactive communication through search and query, customer comments, personal reviews, or dialogue.
Professional content created and controlled by marketers.
Mix of professional and user-generated content, increasingly visual.
A nice feature but popularity too often driven by flashy presentation rather than contents.
Virality based on solid content about remarkable products or features that will get people talking and forwarding e-mail.
Think Michelin Guide: the experts weigh in.
Think Zagat or Amazon: users review and vote on everything.
Publisher establishes channel and controls content to gather an audience for the advertisers who sponsor channels or programs.
Build relationships by sponsoring (not controlling) content and interaction when, where, and how customers want it.
Top-down strategy improved by senior management drives tactics.
Bottom-up strategy builds on winning ideas culled from constant testing and customer input.
Information is organized into channels, folders, and categories to suit advertisers.
Information is available on demand by keyword, to suit users.
Cost per Thousand (CPM): Emphasis on costs; Advertisers buy with the idea that Share of voice = Share of mind = Share of market
Return on Investment (ROI): Invest in marketing for future growth and profitability based on measurable return.
– 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. 🙂