There are many people around me who want to make money. There are various ways to earn money, but many of them want to live a second life through online shopping malls. Why do they choose online shopping malls? If I talk about the story of a CEO I recently met, you will quickly understand the reason. The CEO, who has been running a restaurant for over five years, managed to secure a reasonable salary from his business, but he had one concern. He felt that he would only make 3 million won a month for the rest of his life. When asked why, he didn't even need to explain; it was because many people are investing more in online opportunities than in the already established offline market. I actually asked him, How much do you want to earn from your online shopping mall? His answer was that he would be satisfied if he could just make what he earns from offline. Do you see the contradiction here? He himself...

After spending five years running a business offline, learning and gaining experience, I want to earn money in just a few months with a new online shopping mall. So, ultimately, I concluded that now is not the time for advertising; I need to build a stronger foundation in marketing. What is the basic strength of marketing? When I ask people during lectures what words come to mind when they think of marketing, most responses are like this: Instagram marketing, YouTube marketing, Naver marketing, influencer marketing. Even the CEO of a well-established company with impressive annual sales often does not have a clear understanding of what marketing really is. I didn't know either. However, after founding two advertising agencies and working as a division head for a cosmetics brand with an annual revenue of 10 billion won, as well as being the marketing director for a vendor company with annual sales exceeding 30 billion won, I gained valuable insights.

After becoming the marketing director of a 10 billion won official agency for Naver, I realized that back in the days when I didn't understand the fundamentals of marketing, I was truly a novice. Understanding the basics of marketing completely transformed my life. Most symbolically, the companies that entrusted me with marketing projects changed. Now, I am working on projects for well-known pharmaceutical brands that are recognizable by name, as well as online brands from famous pharmacies. Just a few years ago, I wouldn’t have even considered working with publicly listed companies that sell brands for tens of billions. What I’m about to share is a discussion about the fundamentals of marketing. If you absorb this content properly, many people will not be easily swayed by others saying to do marketing this way or that way. You will also gain the ability to interpret countless marketing information through my perspective.

I will start now, and I want to explain marketing in a more detailed way. If you search for definitions of marketing on the internet, you'll find many. Some definitions say that it refers to all activities involved in acquiring and maintaining customers. What I want to emphasize today regarding the definition of marketing is that it should be helpful in our daily lives. In simpler terms, marketing should enable us to earn money. However, I feel that the definitions I've encountered are somewhat distant from practical applications, and I think they might be difficult for those who are new to marketing to understand. Therefore, what I would like to introduce today, albeit a bit embarrassingly, is my own definition of marketing. In one sentence, it is purchase rationalization. Let me elaborate on what purchase rationalization means.

Customers are going to purchase a product, right? After buying, making them feel that their consumption was quite satisfactory is what justifies the purchase. But why is this important? Let me share a story. I started advertising on Facebook in 2015, and from 2016 to 2017, it began to boom. The marketing trend at that time was exaggerated marketing. For example, there were diet products advertised claiming, I lost 6 kg just by taking this one. Because of such marketing, people do buy the products, but they only purchase once. They absolutely do not buy a second or third time. The reason is that it doesn't work as claimed. If there were a pill that could make you lose weight just by taking it once, it would be a real hit.

After going through the process, I often thought that I had painfully failed to rationalize my purchases. What this rationalization of purchases means is that after people make a purchase, if they are not satisfied with their buying behavior, it should ideally lead to repeat purchases. This rationalization continues as long as customers remain, and when customers stay, it leads to a virtuous cycle of repeat purchases. However, since I failed in this regard, I organized the types of failures I encountered. Repeat purchases did not occur. I bought something once, but when I didn't lose weight, I stopped buying it. This lack of repeat purchases means that loyal customers are not retained. Without loyal customers, what happens is that if you turn off the advertising, sales do not come in. Basically, the repeat purchase rate needs to support sales beyond just advertising.

Organic and healthy sales need to be added for sales to increase explosively. However, when there are no customers, if you turn off the advertising, the sales will just die out. The third point is about the process. Have you ever seen a brand without customers? Fundamentally, a brand can only survive by continuously gathering loyal customers one by one. If you follow this process, it will ultimately lead to failure. There is a lot contained within this. For example, we might have a price that we want to advocate for a product. When we sell a product, we plan the price and the product itself. However, to reach the rationalization stage, we need to put in a tremendous amount of effort during the product planning stage for people to eventually make a purchase. This process is very complex. Therefore, those who have never created a product just think like this.

I think I can talk about it. Some people might think that if you just benchmark successful products and sell them, it should work. What I always tell them is to give it a try. Once you actually try it, you’ll find that it doesn’t sell. There will also be those who say that simply advertising leads to high sales. However, this was only true during the early days of the media. When there were not many competitors, such as in 2015 and 2017, there weren't many places spending aggressively on advertising on Facebook. The advertising approach back then was quite innovative, which is why sales were generated during that time. Now, almost seven years have passed, and most of the emails I receive say that while advertising generates sales, they are not making a profit. The reason for this is that...

It's simple. In the past, there weren't many people approaching advertising in this way, but now that many people are using this approach, competition has naturally become fierce. In this environment, we need to research methodologies more thoroughly; simply advertising used to generate sales, but now we must study the approach in between to secure profits as well. From now on, as I have been emphasizing, we need five steps to meet and fulfill the rationality of purchasing. The first step is something that many brands are missing. It's about defining the sales customer. Instead of just saying, Our customer is a woman in her 20s, I believe we need to take a deeper approach. My previous company was a pharmaceutical company, and we developed products specifically for pharmacies.

We received a request to start advertising for our company. So at that time, who do you think would use an athlete's foot product? Usually, it’s men in their 50s, right? This is typically how we perceive it. However, we kept pondering how we could advertise it more sharply. After much thought, I found that if you look at Black Kiwi, you can check the search volume for pedi-cure. Upon checking the search volume, I noticed that the ratio of searches by women was about 60%, while men accounted for around 40%. I was a bit surprised by this. It turns out that there are more women searching for it, and among the women, it wasn’t even those in their 50s; the majority were in their 20s and 30s. I wondered why there were so many searches, and it came down to that keyword: pedi-cure. This realization changed our initial definition of the customer as simply men in their 50s.

Pedicures have become popular among women in their 20s and 30s. After that, I conducted some research to find out why these people use them. Pedicures, as I understand, are often done before summer to prepare for wearing sandals. However, if someone gets a pedicure in June, for example, they should go back for maintenance around August, September, or October. Many people forget to do this, and as a result, moisture can accumulate, leading to fungal infections. This can cause issues like cracked toenails, which is why many end up visiting the hospital.

I mention this in relation to athlete's foot because whether the customer is a man or woman in their 40s, 50s, or 60s, if we could sell to them, our sales would increase significantly. I often see questions like, Does it make sense to focus so narrowly? So, how do I respond?

This is a new brand. So even if you search for it, there aren't many reviews, and people don't really know about it. However, brands like this need to define their target customers sharply; otherwise, people won't trust them. It's like a newly opened kimchi stew restaurant that has about 20 menu items, while we have only researched and offer one dish, the original kimchi stew. Which one would you trust more? Established restaurants can just add more items to their menu because they are already doing well and have many customers. But in the early stages, to quickly gain traction, you need to focus sharply. So, who are we going to market to, and who will we persuade to make a purchase? The second step is to design the product concept. Those of you watching this video are likely in one of two situations.

I'm going to divide this. For those who don't have the product, I feel fortunate that you are watching this video. I will continue to talk about this in the next segment, but for those who don't have the product, what should you do? You need to plan. For those who have the product, what should you do? You need to learn how to sell differently. 

So what does planning mean? Let me give you an example. When we launched our brand, it was a health supplement targeting brides-to-be. There was a very active Naver cafe for brides-to-be. One common feedback among them was that while they had a white dress, their faces looked too dull. Seeing that, I thought about how I could plan something in that direction, so I started to focus on incorporating whitening-related ingredients. Then, what can I talk about? When I went for a dress tour, ah...

Weren't you a bit worried about your skin tone? This was something I had to consider when formulating the product. The design of this product follows a specific process. I will present my argument, and for this argument, I need to establish some evidence. The fact that we launched a second product means that we are already in a situation where the product is out. In this situation, what is necessary is to sell it differently. Let me give you an example of how to sell it differently. There was a brand of corrective underwear. Try searching for belly band on Naver. The competition is fierce. Since this is a product sourced from China, our product was priced at 16,000 won, while there was a similar product priced at 9,900 won. Then my mission was to sell it by any means necessary without lowering the price. By chance, while scrolling through Instagram, I came across a woman golfing and swinging.

영상들이 쭉 나오더라고요. 사진을 막 찍는데, 놀러가면 막 사진 찍잖아요. 뒷모습만 나오는 거예요. 좀 몸매를 부각시키는. 그런데 그걸 보고 제가 무슨 생각했냐면, 저 사람들한테 입혀야겠다 생각을 했어요. 그때부터 이제 인스타그램 시딩 해 가지고 그 사람들한테 제품을 보내고, 뭘 요구했냐면, 라운딩 장소, 잔디가 보이는 속에서 이걸 입었다는 걸 보여주고, 그다음에 뒷모습을 좀 찍어라. 몸매가 예쁘게 나오는 걸 좀 찍어 달라라고 이제 쭉쭉쭉 영상을 받기 시작했죠. 그리고 이 똥배 거라는 키워드를 뭐로 바꿨냐면, 'men 돌프 보정 속옷'으로 바꿨어요. 가서 예쁘게 사진 찍으려면 너 이거 필요해라는 접근으로 그냥 바꿔버린 거죠. 사실 그러고 나서 이게 3개월 만에 1.6억 정도가 나왔어요. 1개월 차 처음. 

Videos kept coming out. When you go on a trip, you take a lot of photos, right? Only the back view is shown. It accentu

When we started, it was around 20 million to 10 million won, but it grew explosively. After experiencing this, I often think that there aren’t many places selling differently than us. You will definitely face challenges as well. Even if you have launched a product, it may not sell. In such cases, what you need to do is to revisit your strategy and redefine your concept. I will explain three steps, which are a bit sensitive, but you must understand them. It’s about shaping public opinion. I will explain why this is necessary. Since you will be doing marketing, you need to know how people move when your product is exposed. I refer to this as the customer purchase journey. For example, when I run Instagram ads, there will be exposure, and then people will visit the site.

Before diving into the details, I just look at the reviews and engage in the act of searching without making a purchase. I really do it to verify. I searched on Naver, but nothing came up. You know, people pay to participate in experience groups, and when they write guides carelessly, the reviews tend to be superficial. Then, you see comments like I was paid to write this, which further decreases trust. The fundamental reason this is necessary is that people search and verify information, which helps form public opinion. This public opinion can vary widely. You need to check reviews on the site first. I'm not saying to just work on reviews, but there are staff reviews—those written and posted by employees themselves. The goal isn't to achieve a certain number of reviews, but rather to advertise and market the product in a way that leaves consumers satisfied.

There are some points to consider. For example, I talked about golf underwear earlier. Because of the reviews that say it holds in the upper belly and makes you look slimmer, if it has many purchases, then when people come in, the site should reflect that sentiment. This way, I believe the probability of people purchasing will be higher. It's the same principle. If people buy because of this sentiment, you should present your data from your blog and Instagram. This way, people can verify the information from the ads they see and also from your platforms. If we embed information as we intend, the likelihood of purchase increases. Public opinion can be formed through various channels like Naver Cafe, Twitter, and many other media, so it's important to think about this from multiple angles.

When you expose this in a state that is already established, your money won't leak. The fourth step is where we really begin. This means uncovering situations that induce purchases. I’ll go back to the content about athlete's foot. I created one video, and in just two weeks, it generated about three million won. Earlier, I mentioned pedicures. I asked some female acquaintances if they get pedicures, and I brought up the possibility of mold being present. I asked if their toenails had cracked, and they seemed really uncomfortable about it. They can't even recognize the situations that could become problematic. From this conversation, I realized that if I just say pedicures could damage toenails, it definitely won’t sell. It’s essential to create a need first. Once you do that, it’s very easy to sell. When I asked why they should use a scrubber, they responded with, “Why is this necessary?”

Is there anyone asking about this? They want to make it clean, but people think, Why do I need this product for athlete's foot? I did a pedicure and had no issues. They have already formed that opinion, so it's necessary to create a process that explains why it's needed. We rented a nail salon with the main goal of capturing scenes where toenails are splitting and breaking during pedicures. After filming and running the advertisement, sales started coming in. What I want to convey is that there are already products that meet certain needs. For example, items like sponges can be sold just by listing various relatable situations. However, for unmet needs, like athlete's foot, we need to illustrate the situations that create that need to trigger purchases.

It would be good to approach each product case separately like this. Step 5 is setting up the advertising area. Ultimately, we go through this entire process to reach the advertisement. We need to decide where to display it. A lot of people tell me they want to do Instagram ads. When I ask why, more than 90% say it's because someone around them did Instagram ads and got good results. They keep mentioning their acquaintances. The characteristics of the audience differ depending on the advertising medium. To put it simply, there can be Instagram and Naver GFA, and let's compare these two. Some products sell well on Instagram, but they don't sell on GFA. This is because the target audience and their characteristics differ. If a product didn't sell well on Naver GFA, does that mean it sells well on Instagram? Yes, it sold well on Instagram.

여러분들이 네이버에 접속하시면 연애, 뉴스, 스포츠와 같은 기사들이 있습니다. 그런 기사들 중간중간에 뜨는 광고의 특징은 네이버 안에서 있는 광고 지면 때문에 바로 검색할 수 있다는 것입니다. 네이버에서 검색하기가 매우 쉬워요. 아까 말씀드린 것 기억나시나요? 이거 검색하면 9,900원짜리가 정말 많았어요. 그래서 이 안에서 이탈이 엄청 많이 발생했어요. 인스타에서는 그렇지 않았던 거죠. 인스타에서는 사이트로 바로 들어가는 것이 루틴이기 때문입니다. 그래서 이런 매체의 특성이 약간씩 다릅니다. 광고 영역을 설정할 때 가장 중요한 것은 무엇이냐면, 1,000원이라도 좀 써보셔야 한다는 것입니다. 제가 제한을 드릴게요. 딱 두 가지 데이터만 보면 됩니다. 첫 번째는 CPC, 즉 링크 클릭당 비용입니다. 한 명을 유입시키는 데 드는 비용입니다. 두 번째는 CTR, 클릭률입니다. 100명 중에 한 명이 클릭하면 1%, 두 명이 클릭하면…

If you click, the click-through rate is 2%. The higher the click-through rate, the more people gathered in this medium are likely to respond to our advertisements. So, if you understand that, it's good. By looking at these two indicators, we can see that it might be worth testing in this medium. When setting the final advertising area, I think it would be good to remember just two keywords. I mentioned a total of five steps, and the reason I keep thinking about these five steps is that when people inquire about advertising, I find that we need to at least reach the third step for it to make sense: sales, customers, product concept, and shaping public opinion. You all need to have a fairly high understanding of these to make direct marketing easier and to avoid being swayed by the agencies when collaborating with others.

You can directly control this. If you master the 4th and 5th steps, it will be a great help when discussing marketing or setting directions with your employees. There are many places without clear criteria. I hope you take a moment to sketch out these five steps for yourself. Before you start spending money on marketing, these five elements should be in place to avoid wasting your funds. When projects begin, I often hear people say they lost 30 million won and that if they had thought this through properly, they could have moved forward much faster. They express regret about the time wasted. I believe that if you define these concepts well, you can avoid getting distracted by the overwhelming amount of information available these days. Instead of being swayed by that, I encourage you to learn this quickly and move towards your goals more efficiently.

I think it would be good for you to refer to this. Since I am currently in the field, the reason I can sustain my life is that the brand companies that have entrusted me with work need to generate sales and operating profits in order for me to survive. Therefore, if any of you are diving into online shopping malls, I would like to share the know-how and tips that I am currently experiencing in the field about how to survive. You can check the story about my history in the pinned comment, so I would appreciate it if you could take a look when you have time. Thank you. This is Jin Min-ho.

온라인 마케팅으로 월 10만원에서 10억까지 관리해보면서 생긴 모든 기술 ㅣ 마케팅기초체력

온라인 마케팅으로 월 10만원에서 10억까지 관리해보면서 생긴 모든 기술 ㅣ 마케팅기초체력