디지털 마케팅 2023: 광고, 콘텐츠 및 CRM 개요

서스팅 컨설팅의 곽태영 대표는 올바른 마케팅 정보와 잘못된 마케팅 정보를 구분하는 것의 중요성과 마케팅 활동의 본질을 강조합니다.

### 2023년 디지털 마케팅의 진화하는 환경: 인사이트와 전략
* 📊 지난 10년 동안 디지털 마케팅 환경은 **전통적인 미디어에서 퍼포먼스 마케팅**으로, 그리고 이제는 **CRM 중심의 전략**으로 변화하면서 크게 발전해 왔습니다.
* 🛍 2019년 하반기에 인기를 끌었던 **퍼포먼스 마케팅**은 시장 포화와 소비자 행동의 변화로 인해 **수익률이 감소**하고 있습니다.
* 🤝 이제 CRM(고객 관계 관리) 마케팅은 **신규 고객을 확보하는 데만 집중**하기보다는 **기존 고객의 유지와 재참여를 유도**하는 방향으로 전환하고 있습니다.
* 📱 검색 광고, 디스플레이 광고, 콘텐츠 마케팅은 **디지털 마케팅의 핵심 축**으로 각기 다른 장점과 과제를 가지고 있습니다.
* 🔍 검색 광고는 인지도가 높은 제품에는 효과적이지만, **포화 상태인 시장에서는 경쟁이 치열**하고 비용이 많이 들 수 있습니다.
* 🖼 디스플레이 광고는 인구통계 및 행동에 기반하여 사용자를 타겟팅하므로 **검색 광고에 비해 보다 수동적인 형태의 광고**를 제공합니다.
* 📝 콘텐츠 마케팅은 **브랜드 인지도를 높이고 신규 고객과 기존 고객의 참여를 유도하는** 비용 효율적이고 지속 가능한 방법으로 강조되고 있습니다.
* 💌 CRM 마케팅에는 **고객 유지 및 재참여를 위한 개인화된 메시지와 인센티브**가 포함되며, 고급 세분화 및 타겟팅을 위해 **채널톡과 같은 도구**가 권장됩니다.

I will introduce myself. Hello, I am Kwak Taeyoung, the representative of Susting Consulting. Today, under the theme of starting digital marketing, we will be sitting together for about an hour. I have been working for about 10 years and started my own business last year. Currently, I am running a marketing agency. During this time, we will talk about what kinds of digital marketing activities are in place in 2023 and what essentials need to be prepared. This session is designed to give you a general idea. When it comes to marketing, the first thing that comes to mind is what to start with. It can be overwhelming to go to a bookstore, watch YouTube, and see various fragmented information. So, it's important to distinguish between correct and incorrect information.

It's quite difficult for me to identify whether it's more necessary information for me now. Also, as I mentioned earlier, marketing activities are all different from small brands to large brands, so it seems challenging to figure out what marketing I need exactly. Therefore, you will first search a lot. So, when you search on YouTube, not only my videos come up because I am also on YouTube, but various interviews come up as well. Also, on Naver, various methodologies for marketing come up, starting from advertising agencies to nowadays experiential marketing and CRM marketing. In fact, various methodologies for marketing come out. Actually, the first point where you feel difficulty in marketing is not due to lack of information, but because information is.

It's quite difficult from the start to identify what information is too much and what is relevant to our industry or brand. When you look at such information, you may wonder if there is no marketing for Smart Stores or Sangsangbong, or whether we need marketing right now to generate profits. Trying to solve everything through advertising can lead to a discrepancy between the expectations we had for marketing and the actual results. Therefore, before considering these activities, I would like to talk a little more about the essence of marketing. So, when we talk about what marketing is, there are many definitions, but personally, I often talk about connecting customers and brands in lectures.

And it is about solving problems for customers. Usually, these two definitions are commonly discussed. Generally, for those who are starting marketing, it's about the perspective of some exposure to our brand. So, now, those with small scales are focusing a lot on exposure, whether it's top exposure or various routes. However, if I redefine it a bit, saying that marketing is done well, it's not just important to be shown on platforms like Naver or Google. It's not just about showing our brand there, right? It's about competing with other brands and being seen. That's why it's quite important for customers to compare various contents and, in the end, it's important what kind of brand awareness we have given. For example, if I search for a vacuum cleaner on Naver, from Xiaomi to expensive Dyson vacuum cleaners, various products are compared.

When we talk about brands, Dyson is a bit expensive, but it comes out with lasers or something like that. In reality, it ultimately gives a different perception, and I think they did good marketing. In most cases, you need to be exposed, you need exposure. So, I wanted to mention that there is a tendency to remember a lot about exposure. So, actually, today, behind the scenes, we will introduce advertisements and various media, but if you study, you can set it up in a day or two. In fact, there are many agencies as well. Therefore, rather than how to make it stand out right away, I wanted to say that it is more important how it will be perceived. Usually, as I mentioned earlier, these are marketing activities like top exposure or bloggers, and various.

Our activities are usually based on memories. In the case of early entrepreneurs, but fundamentally, even if our business is, for example, a coffee-selling business, if we import rare beans from overseas and sell them on our online store, we can emphasize the rarity and quality of these beans. However, if we have a church or a space, and if we sell the same coffee in a bakery cafe in Yongin, the value we provide to customers who come to enjoy coffee on weekends can be different. Therefore, even if we are in the same coffee business, determining our target and how we define our brand is essential.

Because regulations can change, in fact, the essence of the brand changes, and depending on that essence, customers themselves can also change a bit. I wrote about meal kits here, but the fact is that there are many online companies selling meal kits, such as Coupang and private brands, as well as individuals with Smart Stores. While we can simply say that we sell meal kits, since there are over 100 companies selling meal kits, how do we define our value? After coming home from work every evening, not having time to think about what to eat, there is a brand that relieves the worries at a certain dining table, right? So, capturing the essence of the brand that relieves these concerns, then, in fact, all the companies selling meal kits are doing this kind of thing. They are all doing this kind of thing, but what makes us different? In the same category, how do we stand out?

If we have various manufacturing facilities and infrastructure that can provide different options, for example, we can offer themed menus twice a week through regular deliveries. Unlike other meal kit companies, we have a bit more variety, so customers can choose menus by theme. This can provide differentiation. Once these aspects are regulated, companies competing in the meal kit market will need to define distinctive points from other companies in terms of brand essence. Whether through in-store promotions or search ads, they must ensure that these unique points are reflected in their advertising and content. This can create a perception that, although it is related to the brand, it is somewhat different. For example, among the channels I am currently subscribing to on Smart Store, there is a channel called Dad's Restaurant.

It's the same. The sales volume of meal kits is the same now, but it's a bit more like a dad taking care of it directly, incorporating themes, introducing each menu one by one, making it easier for listeners to perceive the brand and form relationships. So in fact, in marketing, as I mentioned earlier, whether it's true or not is important, but what stands out is that with money, you can do all the advertising or content. So when it's exposed, what we will be perceived as in competition with other brands is more important. That's why I want to draw a shape and define the essence of our brand first from the customer's perspective. I mentioned the example of coffee earlier. Even if you sell coffee with the same beans,

Depending on who you come into contact with, you can approach with different values, so you may be experts in what you are doing right now, but from a customer's perspective, there are too many brands like that. So, I wanted to rearrange the order a bit and suggest that you always spend money carefully at the very end. So, if I briefly summarize, before starting marketing, think first about what value your business is currently providing or what problems it is solving. For example, branding is somewhat activity-centered, unlike marketing which is more centered on the customer. However, brands that don't sell in the end are not products that customers buy at that price.

There are issues like this. Marketing and branding ultimately give more meaning to the products or services we want to sell, so it is important not only to incorporate that meaning but also to clearly identify whether the product can be sold by meeting the real needs and demands of customers, or if it is just something I, as a manufacturer and supplier, want to sell. When starting marketing, it is necessary to define the value of our brand and at the same time, consider how to meet and persuade customers through various channels. It would be good to prepare for this towards the end. So, I briefly prepared a warm-up on the concept of marketing. Therefore, I have briefly explained why marketing is important.

Then, what should we actually do first? Let's move on to some practical stories. In fact, as we have been tracking marketing for over 10 years, it seems that the trend of marketing continues to change. For example, it feels like it has been almost 10 years since the advertisements for Baedal Minjok (a food delivery app) started. I haven't checked the exact date, but back then, advertisements were mainly video-centric, and before the digital era, all advertisements were like this. Advertisements were usually carried out through the four major media channels: TV, radio, newspapers, and magazines. In the creative era, the main goal was to create the initial point of contact for cognition and perception from a funnel perspective. Therefore, tracking how many people saw the advertisement and purchased the product was not only impossible but also not a significantly important area. However, about 10 to 15 years ago.

Since the beginning of digital marketing, all customer activities can now be measured through search ads as filters. Now, we have entered an era where not only search ads but also various other types of ads, such as da ads and ads in apps, and even viral and implant ads, are all trackable in all marketing activities. Therefore, in the latter half of 2019, performance marketing was on the rise, and many media commerce companies like Blank, Maekbege, and others have succeeded. However, this trend did not continue, and eventually, performance advertising shifted to SNS-centered performance advertising. Customers who purchased products through performance ads were very satisfied in the reviews, but when it came to actually...

After observing that the quality is not as good as expected, and accumulating experiences where I feel something is not quite right, as these experiences continue to accumulate, it seems to have had a negative impact on the overall market trend, with even SNS advertisements that used to be trusted now being filtered out. Passing through such a trend, now, in any case, South Korea has a population of only about 30 million people who can consume, and since it is not possible to continue bringing in new customers, as the performance efficiency decreases, the focus has shifted to persuading existing customers who are already members to revisit and repurchase. Now, the focus has shifted to CRM marketing. CRM marketing is not just about one purchase with a customer but providing benefits to encourage repeated visits and repurchases, sending emails, text messages, making calls, even if it may be a bit bothersome for the customers.

It means maintaining a relationship-oriented form of marketing. Now, Korean has progressed further, and branding is now what it is. As I mentioned earlier, a system of consistency, differentiation, and value for the brand needs to be established. In fact, as the times change, the flow of marketing is continuously changing. So, the reason I explained this now is that marketing is not just a specific activity but has become something that marketers need to pay more attention to. Therefore, I have organized that area a bit. Though it may not be very apparent, at the very center, when we talk about marketing, it refers to activities that are perceived as marketing. At the very core, our sales and future products are positioned.

In fact, products have a concept called positioning that determines unique selling points (USPs), how we approach a certain position, whether it is low-end, high-end, and so on. Now, based on our product, we can see various activities like performance advertising, operating SNS channels, creating content, events, promotions, and customer relationship management (CRM) marketing. Customer experience is a trend nowadays, which leads to experience marketing and marketing campaigns. Usually, the core is formed in this way, not necessarily doing all of these activities but choosing and adopting them according to the brand situation. You can consider each activity that falls under the category of marketing as something we can do, and branding is an area that we can delve into a bit more.

The reason for broadly laying out is because branding, as the name suggests, is about continuously engaging in activities to become a brand. It talks about the ongoing form of the present, rather than just marketing, focusing more on fundamental things like what problems our brand solves, what mission it has, and such value-centered aspects. That's why we have laid it out more broadly now. But when it comes back to what we should continue to do, ultimately, each of these central activities will probably be done within the category of marketing. So, I have made a clear distinction, and if we look at the structure of digital marketing a bit more clearly, I think there are about five stages. At the very center is the strategy. Strategy needs to come first because it is the tactics for what we will do, enabling us to grasp such situations.

On the left, if you look, performance and content are now the most representative activities in marketing, and the right part now makes data analysis or creatives a little better at performance and content. So, usually, when we say we are doing digital marketing, we focus on these five elements here. First, we have to determine what USB we have, what concept or target we are aiming for, and how to handle things like messages. Based on this, we create a marketing communication strategy, and based on that strategy, we reflect the content in advertisements and detailed pages. When conducting such activities, all data is accumulated in data tracking tools called Smart Store or GA, so by analyzing this data, we can see where the results are coming from and where they are not.

By analyzing whether to do more advertising or marketing activities, we establish regulations for this. In fact, the creative aspect itself is an important factor that enhances performance when creating video or image materials. Therefore, we can classify major activities into about five broad categories. In the past, in the traditional media environment, we used to talk about advertising campaigns, branding, etc., in a straightforward manner. However, in the digital environment, such categorizations have become more detailed. So today, among the key activities, I will explain in more detail about the three: performance, content, and CRM, and how they can be developed. I have rushed through this quickly, but think of it as a warm-up on how to grasp the concept of marketing.

It seems like from the advertising part, I will explain a bit more slowly from here. Some of you may not know at all, so I will start easily. You all have seen advertising media, right? Outside, as we walk around, we are exposed to the public in exchange for paying the cost, targeting an unspecified large number of people. This is called advertising media. Up to this point, I think you all understand. Then, based on that, just like we advertise in places with a high floating population, in the digital world, platforms with a high floating population are ultimately the key platforms. Therefore, activities carried out within these platforms are digital advertising. So, when you are reading Naver news, there are ads, when chatting on KakaoTalk, ads pop up between chat rooms, and when using Instagram or Facebook, there are ads. This is the kind of advertising that occurs in this way.

The media is structured. I will now introduce each advertising medium from the back. You can consider that all digital advertising media are composed of two types. First, when you search for a laptop or a microphone on Naver and want to make a purchase, it is a search-based advertisement where users have that need directly. However, the reason I didn't call it a search advertisement but a search type is that in search-based advertisements, there are not only search ads but also shopping search ads, which have similar attributes to brand search ads. So, I added the term search type. If you enter a shopping mall and only see underwear continuously, without realizing it, on this platform, you can consider it as an advertisement form where I am put into a specific segment group and my interests are defined. In fact, now, in the digital space, all

Information is being tracked, so now, based on your content activities, advertisements are being shown. So, when you go into a specific shopping mall or Coupang, for a while, you will continue to see those advertisements. Therefore, let's start by looking at search ads one by one. Search ads are ads based on users' search activities, mainly located on portals. You must be familiar with the search bar on the left side, where you type keywords and see text-based ads immediately. Then, moving down a bit, shopping search ads are ads that appear as you scroll down to the Naver Shopping tab. Typically, when you see cameras lined up, the top one, two, or three are all advertisements.

There are now normal appearances through ads. There is also a shopping search on Naver, but you may not know well about Google. Shopping search ads are currently running on Google Ads. And something that may be unfamiliar is power content ads. What this is now is that people have been digital for over 20 years, so when they see this, they understand that it's an ad. Therefore, the response rates such as the rate of clicking on ads to make purchases are a bit lower than before. Because of this, now ads are moving away from the typical ad framework of pretending not to be ads. So, providing information about civil service exams, when you click, you can only move to Naver blogs and cafes. This is an ad on Naver, so check out civil service exams, national and local positions.

If you click on it, it gives all the information customers want on Naver Blog and if they want more detailed consultation, it says to come to our website, even though it's not here, there is a button that directly takes you to the website. So, when advertising like this, the difference with the left side is that when you click here, it immediately moves to our own website at a smart speed, and on this side, when you click, it first goes to a certain SNS channel on Naver, reads the content once there, and then moves to the landing page as an asset. So, you can see that there is such a difference. So, you might wonder why bother with this, why do this? As I mentioned earlier, because there has been a lot of fatigue and response to advertising, the connection itself must not only lead to a certain website but also to convince with such content as a first step.

There are many cases like this now, I think you can see it this way. It's Naver Hell Small Business Advertising, or Naver Place Advertising. So, Naver Place Advertising is now based on offline stores, such as cafes, restaurants, hair salons, etc. When you do something like that, it's an advertisement that is exposed with a bit of priority over other ads in the same nearby area. Local small business advertisements would be in a similar context. The reason it's good to proceed is that the cost is very low. The cost per click is very cheap, like 100 or 200 won. Also, if you keep doing things like store openings from the beginning, in fact, because you are a latecomer, exposure and entry are not easy. So, many people who earn money by exposing only this are doing well. There is no need to do that. You can advertise on Naver with a small amount of money, like a few times a day.

Even if you only spend about 5,000 to 10,000 won, it will be very helpful for exposure. Therefore, it starts with user search activity, so I explained it by grouping it all under the category of search ads. The characteristic of search ads is that users search, so there must be awareness to be able to search. Right? Therefore, for products like shampoo, body wash, jeans, mainly consumer goods or products with repeated consumption, it is advantageous to advertise based on searches because users are aware. So, as I will explain later, if the product I sell is somewhat unfamiliar to people and they don't know much about it, even if you use search ads, it may not have a significant effect. This is because the need for searching itself is very small. However, the disadvantage is that search ad products themselves, as you saw earlier, are...

Competition with other brands is quite intense. When our site appears here, other things also appear here. Even when searching for our products, ads can appear due to competition in this competitive environment. Therefore, advertising that takes place in this competitive environment can be fierce. Additionally, for search ads, if you proceed later, the cost of advertising itself increases each time you click, similar to money being spent every time you tag your bus card. Thus, when we choose highly competitive keywords, the cost per click for some people may exceed 10,000 won, while for others, it may be as low as 5,000 won. So, each time someone clicks, an amount equivalent to that cost is deducted. If the unit price of the product I sell is low, around 20,000 to 30,000 won, it could be quite challenging to recover the cost compared to search advertising. In fact, it has these kinds of disadvantages.

It is also a product that exists, but now there are easy advertisements that anyone can start, so it can be said that the advertisement product that those who first do marketing choose the most is search ads. Therefore, there are pros and cons, but now I can explain a bit about these characteristics. For example, display ads are a bit different. It is not based on user searches, like I mentioned before. Here, it targets based on personal information or activities, such as demographics, what kind of content they receive, and how they respond. So, based on this information, we can send ads tailored to the person, like This person is interested in children's clothing, so we should send them children's clothing ads. This person participates a lot in events, so we should send them event ads, like Google.

In the case of Google, it is a bit unique. Google has a comprehensive platform where search ads, banner ads, and video ads can be set up all at once. On the other hand, Meta, since they do not have search ads, can only do visual ads. As I mentioned before, platforms like Naver and Kakao are essentially separated between search ads and d20 platforms. However, Google Ads can run all types of ads on one platform, which can be considered a distinctive feature. So, I have explained the characteristics of da ads. The two examples I showed earlier are from overseas media, so they are all related to Google's overseas subsidiaries and services. However, the Naver GF and Kakao Vermint shown later are domestic da products. Therefore, when it comes to banner ads, what needs to be done is...

If you remember only the four major media meta Google, Rez Naver, GFA, and Kakao Moment, you can think that you can cover almost all coverages. In fact, besides this, there are various multi-targeting media starting from digital, including DMP, and many more. Based on my experience working with many clients, ultimately, the reason why these four media are condensed into channels where operations are focused is that nowadays marketing is all about whether the performance measurement and conversion are achieved or not. Therefore, even if you operate various media, the media where conversions and sales occur are concentrated in these four channels. It seems that advanced systems like machine learning are in place, which is why. So, mainly, you can proceed with operations on these four media, and meta advertising is universal regardless of the industry or brand.

Efficiency is the standard medium here, so if you say that advertising efficiency is not working here, it means sales are not being made. Even if you move to a different medium, the likelihood of not achieving results is high. Therefore, while conducting meta advertising, testing various targeting options or various ad materials, I thought that a sales material would be good, but in reality, people are more interested in functional materials rather than models or prices. Having such insights, later when you advertise on Google, there may be less waste and fewer trial and errors. So, starting the test bed from Meta first is recommended. Earlier, I mentioned that products that can be searched like consumer goods are advantageous, but advertising is the opposite, as it is a form of being discovered through exploration.

Some slightly new, unique, and distinctive products can be in a quite advantageous situation if they have good content. However, now, when it comes to search advertising, those who search for laptops, for example, out of 10 people who click, only one or two actually make a purchase. Therefore, in the case of display advertising, which is a form of people being discovered by chance, the conversion rate leading to a purchase is actually better than search advertising. If you spend 1 million won on search advertising and 2 million won on display advertising, and wonder why the efficiency is not as good at the back end, it is quite natural. The attributes of the media itself are different from what I mentioned earlier, so they have slightly different characteristics. Therefore, although the efficiency may be lower compared to search advertising, in the case of a new brand, if you have good content, it can lead to a purchase.

You can have a great opportunity to peek again. But even if you advertise hard like this, it's actually not very useful without measuring the results. So, now, the platforms you operate will mainly use services like Smart Store, your own store, or cafes on platforms like Cafe or Imak Godomall. Smart Store, in any case, has its own statistics manager, so when you go into statistics and marketing analysis, you can see where people are coming from and such. Those who are saying they are not Smart Store but assets can also use basic statistics tools provided by cafes or groups. Of course, they are available, but we recommend installing and using Google Analytics, which is widely used globally, specifically GA4. Why?

So, we spent money on things like this, did advertising, but what I'm curious about now is whether it can be effective or not, if it's selling. I'm curious about things like how many people are coming in from which sites, like 500 from Naver, 200 from Kakao, 300 from Instagram. We can measure the volume of traffic like this, and then we need to know if conversions occurred proportionate to that volume, if purchases were made. This is why we need tools that can show us this. So, you can think of it as tools that allow us to know this. Therefore, I need to know where the revenue came from in terms of which advertising medium, which targeting, and which material. I need to know not just, Oh, we advertised for 8 years, but I need to know which material and targeting conditions it came from. So that when we advertise in September, I can allocate a bit more budget to that advertising medium or if the efficiency is not as good as expected.

This medium allows you to reduce your advertising media budget and make such judgments possible, so I recommend that you first establish an environment where you can do data marketing before advertising. You can search for installation instructions on YouTube or Google Analytics. Many people have posted how to install it, so it would be good to advertise once. We have been talking about advertising continuously, so let's organize the advertising part a bit. As I mentioned earlier, search ads are advantageous when it comes to products that users are aware of and can search for. There are search shopping ads, search brand ads, and power content. Display ads are based on users' personal information or behavior, so the brand recognition may be lower, but if you want to focus more on content, people who want to compete with content may choose Instagram.

You can proceed with Google, Naver, or Kakao as the main platforms. These advertising campaigns must include performance data analysis. If this is not done, you may think that sales have increased before advertising, but since you cannot know where it came from in terms of the medium and material, it is recommended to install tracking tools that can measure performance and then advertise. So far, I briefly explained one of the big chunks of advertising I mentioned earlier. In digital marketing, there are various activities, but advertising stands out the most. I explained what advertising platforms are available and how to proceed. In fact, what is more important now is content. Why is content more important? Because advertising is not the same as it was in 2013.

There are hardly any people who don't do searches or banner ads. It's not that if I advertise, it will sell well, because everyone is advertising, so it might be difficult to have high expectations just because of that. That's why content is becoming more important. If I explain why content is important compared to others, it can be said that it is the only marketing activity that can be done without any cost at all or with less cost. When we do advertising, whether it's search advertising or banner advertising, we have to recharge the advertising cost every time, and the cost continues to incur. On the other hand, in the case of content, it may not cost money. For example, if the CEO runs a blog or YouTube, although it may require some time and effort, in any case, it costs less money. And advertising mainly targets initial customers, so.

Due to its temporary and volatile nature, there is a tendency for it to be completely forgotten soon. So, even if you advertise consistently, if you later stop the ads, you may witness a drop in sales back to where they started. However, in the case of content, if you continue to build it on our blog, our Instagram, and YouTube, these things will now attract many people like a snowball, bringing in inquiries and purchases. But if you blog for a month in August and wonder why it's not selling, you need to be sustainable and do it for a long time because there are already people who are doing content. At least for about 3 to 6 months, it is necessary to consistently operate the channel.

It's a bit better, and as I mentioned, the advertisement is focused on new customers, but the content has strengths that can now elicit responses even from those who have been our customers for about 2-3 years. To explain more easily, performance marketing could be considered as solicitation. For example, on Naver, we sell things like laptops by reaching out to everyone, asking if they would like to see them together. It might feel like solicitation. Therefore, it tends to be a bit more proactive, somewhat aggressively welcoming customers. If we compare it to content marketing, Pororo Park can be a good analogy. Initially, it may be in a remote area, so people may not even know it exists. However, by continually expanding and operating, even without going outside, people will naturally come to our platform.

It has such characteristics that it is very advantageous to build brand fans and loyal customers. You know, YouTubers leave comments and communicate a lot, and Instagram is the same. Therefore, the characteristics of advertising and content are a bit different. Content has the attribute of enticing customers a bit more, and performance marketing is like going first and saying, If you don't buy this, you'll feel a bit like this. And why is content important? If I give you a metaphorical explanation, not long ago, a coffee brand asked Son Heung-min to pay 500 million won, so everyone paid. There was a controversy in the community about collecting money from the shop owner. Using a model for advertising and consumption costs a lot.

That's what it means. However, if you take Son Heung-min and just make him play early soccer and upload it on YouTube, even if you tell people not to watch it, it will easily get like 3 million views. So, extreme as it may sound, I think the power that content exerts is like this. It can continue to expose many people, be shared, and so on. Therefore, in fact, advertising is very volatile, but content itself can achieve sustainable effects with a bit more rational cost and input. Currently, the market share of Naver and Google in search is continuously narrowing. Naver is now at around 50%, and Google is at 35%, so the difference is not that big. That's why, from the perspective of search engine optimization (SEO), if we keep linking the content, it will...

There is a possibility that things will improve. That's why the reason we need content is precisely this. The reason is that there are too many brands. When you go to Olive Young to buy a face mask, there are so many options that customers find it difficult to decide what to buy. Regardless of what is good or bad, because there are so many brands, it is difficult to feel a difference just by being exposed through advertising. So, as I mentioned at the beginning, exposure for awareness is important, but perception is even more crucial. To create awareness, it is necessary to express in detail through content what unique strengths and attributes our brand possesses. Therefore, I believe that one of the methods to achieve this is through such content. Nowadays, customers no longer need good brands but different brands. That's why these days, people tend to go to local cafes instead.

Even if you go, you can see items like interior decorations or props meticulously and intricately arranged to create a cozy atmosphere. However, it's not because they spent a lot of money on these things, but because there are many overly standardized brands, making it difficult to differentiate. Honestly speaking, it's challenging for us to supply products that are two to three times better in quality on the market right now. Therefore, many brands are now competing through such content to provide a better experience. Content can be divided into several types. Our channel operated directly by the brand, our SNS, do we own it? It could be a blog, Instagram, or YouTube. We manage the accounts directly from our brand, publish content, and so on.

There may be media, and I don't have time to operate it now, and if I finish work now, it will be late at night, so I don't have time for this. However, in cases where content is needed, you can request an influencer or media that already has influence, or ask a blog if they can review it or if it is possible to experience it for a fee. There may be a form of branded content where you request it. So, it would be good to think about what we need and what form we can do. For example, at first, if I have a product that I sell on Naver, but no one seems interested, it might be good to start by seeding some content. It is recommended to use a service called Brand Connect to provide products to influencers or blogs, or to conduct product experience events in a specific community on Naver.

In the beginning, it is helpful to sponsor products on influential media outlets. However, just continuing these efforts does not necessarily lead to better outcomes. So, even if it becomes a bit bothersome for the brand, consistently posting some kind of content is beneficial. I have briefly explained this type of content marketing. When it comes to considering the importance of content, if you ask what you should do, people tend to worry about whether they should focus on YouTube or Instagram these days. How to determine the format of the content is another concern. Our products are easily consumable, such as food and beverages, so deciding on the content format should not be a big issue.

In fact, there is no need to insist on article-based content. It could show the process that has been created, introduce new products today, or even explain how I am making this product and tell a storytelling about it. If I am somewhat involved in a service now and it requires a bit of understanding, there will be a lot to explain, so it seems more appropriate to have content based on posts. Also, although photos and videos are visually the same, the difference is that videos, as you may know if you watch YouTube, have a feeling of interacting more with the creators, which could help in building relationships between customers and brands. Therefore, through content, we can somewhat establish a relationship through videos.

If it's important, I would like to recommend YouTube. However, we are in the fashion and beauty industry, so we want to convey content through visuals on Instagram or with more authenticity. Therefore, I recommend starting a blog rather than posts because blogs have generated the most traffic in recent years. Even now, if you start anew, I would recommend starting with a blog rather than posts. By these criteria, you can choose a content channel. TikTok is doing quite well these days, although personally, I don't like TikTok. Even if I don't use it, it is a platform that many people use, so it would be good to take a look at it. As for Facebook, I believe there is no need to start anew at this stage, especially not until 2023. Facebook is on the decline now.

As it is a folded medium, we have now created a thread in Meta. Currently, the direction of the thread itself is being regulated, so you must start the thread. In fact, it's a bit difficult to say this and there are limitations. If you choose between a blog, Instagram, or YouTube, it seems like you can make a selection. To summarize, why do you need to create content? Firstly, you can get organic exposure from Google, which is important because others may display it as their own asset. By saving the cost of search ads, you can attract potential customers who can make purchases by leaking traffic. Secondly, now there is this thing called oraliday, a brand on Instagram. Nowadays, young people are extremely enthusiastic about this brand.

It seems to be hierarchical. Nowadays, there are many fans who have a strong attachment to a certain brand they like, so in fact, it is very advantageous to secure such fans now. Therefore, in the past, if we used to take pictures of products and then tell people to buy them, now the method of creating pens on Instagram first and saying, Please make something, I will buy it, is increasing in reverse sales. Lastly, if you operate Instagram or YouTube well, it is also very advantageous to show the brand's identity through a consistent tone and manner. Therefore, you can summarize that there are benefits such as the utility of content. So, through content, you can think about what you can do. If you want to show more of the service's strengths and image, you can go to the blog or Instagram side for customers.

If you want to expose our brand a bit more and persuade customers, you could consider utilizing YouTube or leveraging influencers to broaden the exposure. By doing so, I have briefly explained the content part for now. We are moving forward quickly. Now, let's talk about CRM. There may not be many people who are good at it, so please pay attention. Simply put, the performance ads and content I mentioned earlier were typical activities for acquiring potential customers, who may become our customers in the future, through digital marketing. However, CRM marketing aims to ensure that those who have already signed up on our site or made a purchase do not forget us and come back, focusing on retaining existing customers.

A series of marketing activities is now simply referred to as CRM marketing in English. Just think of it as marketing to maintain relationships with customers. The background of CRM is as follows: as I mentioned earlier, performance marketing results have been decreasing. It has been decreasing since 2021. The reason is that now, with the iPhone opt-in policy, people are not going to give their personal information. They won't give their information to Instagram either. Privacy protection is being strengthened, even Google is doing it. Also, in SNS advertising, people are feeling deceived, tired, and all these things are reducing the efficiency of targeted advertising. Faced with this situation, the next countermeasure is what? Are there any other advertising channels that are not available? We waited and waited, but nothing came up.

Then, let's consider that we are currently moving forward with the atmosphere of taking good care of existing customers. There are various ways of CRM marketing now. For those of you who are new to this today, on the left side, you can see activities that customers may find annoying as usual customers. These are activities that customers may find annoying as usual customers. But these are now CRM marketing activities, and it is a message-based CRM. Therefore, it is a form of inducing revisits or repurchases through specific channels where you can communicate with customers. It will be a form of securing short-term, one-time revisits or repurchases. Recently, there are solutions like Channel Talk that are just hanging around on the right side of the website. Channel Talk is not just for counseling, but it also includes data on the counseling and where the customers have moved to on the page.

Because data is now accumulating, it is highly advantageous to segment customers in CRM based on factors such as those who have not visited for several days or those who have made multiple purchases. Therefore, for those who consider CRM as an asset, I strongly recommend installing channels or solutions like ChannelTalk to start CRM. In the mid to long term, the advantage is that you can manage it in more detail. As you will realize later on, every time you try to take action, you keep receiving emotional wounds and the blockage keeps increasing. Originally, there were thousands, but they keep getting blocked, so there are around 950 or 900 people left. Inevitably, they are somewhat demoralized. In the case of CRM, the difference lies in going into great detail about who will receive what benefits, so it's not about giving coupons to everyone, but rather offering something like a repurchase discount coupon when a product runs out after 60 days.

In the past, when I occasionally visit Market Kurly, I receive a KakaoTalk message saying there is a coupon expiring tomorrow. So, even though I don't usually pay attention to these, when I check, it shows today as the issuance date. Therefore, they provide coupons like a 7,000 won discount coupon valid for 24 hours, allowing immediate purchase. These coupons are issued considering the purchasing cycle of each individual, so they are highly personalized and sophisticated. If we look at an actual example, after signing up as a member on the website, naturally, there is no purchase yet. At this point, they can prompt the first touch right after signing up, by offering something like a discount coupon that can be used for the first purchase, encouraging the initial customer action.

You can call it CRM when you see it. When a person makes the first purchase, it shouldn't be forgotten. Therefore, giving coupons that can be applied when repurchasing so that they can revisit or repurchase next time can also be considered a type of CRM. Moreover, even after repurchasing, it's not over. We need to make them come to our brand. If a person's cycle is, for example, 45 days from signing up to the first purchase, when about 40 to 45 days have passed, offer a higher discount rate for a very short period, like Market Kurly's coupons, to make them feel like they can't miss out on it. Then, in a renewed form, if someone hasn't logged in for 12 months nowadays, they will be classified as dormant. Legally, this is the case. So, to prevent someone who hasn't logged in for 11 months from becoming dormant, encourage them to log in, offering them a welcome benefit.

We will provide very generous benefits for a big return, such as breaking down the customer's purchasing journey step by step and organizing what benefits we can bring back these people in terms of CRM perspective. Then, setting up actual coupons in places like cafe apps or KakaoTalk will be the part you need to do. So, you can even proceed with vehicle marketing. Therefore, I have some good examples that are close to a wedding. Actually, what you see on the left is a newsletter from a hosting mall like iMap, which is a cafe app host. I subscribe to this newsletter weekly. Usually, when I receive newsletters, I find them bothersome because of the ads, so I have to reject them.

In the case of iMac, they always provide helpful information to customers first, such as how to increase reservation rates on websites. When you look at this, it's already an interesting topic, or if you built a website through iMap, they also show successful cases of people who did well. Oh, and on the left, there's a service called Panda Rank. For example, in the case of Panda Rank, I will tell you the most popular keywords from last month. Market Kurly, I captured this, gave a 7,000 won credit, and I received it on June 21st. It expires on the same day, so in other words, you have to use it all today. Therefore, by doing this, you can consider increasing customers' immediate sales or visits a little more. So, we can think about ways to increase our brand's customers.

How can we maintain it? The first marketing goal action has nothing yet to offer for our brand. For those people, we can reduce the hurdle to induce the first purchase by offering benefits such as chocolate coupons. Unfortunately, most online stores have more than 70% of customers who do not return after the first purchase. These customers become dormant. In this case, we should provide information or benefits that customers may be interested in, as I mentioned earlier. Customers who have not revisited for a long time will become dormant, and once they do, it is difficult to bring them back. Therefore, we need to provide short-term special benefits to prevent them from becoming dormant and revitalize them. So, we need to play the game now. We have prepared a little bit up to this point.

In fact, I've already explained the conceptual aspects of marketing from the beginning, but the importance of digital marketing has increased significantly. Among various aspects, there are advertisements. There are search ads now, as I mentioned before, exposure-based, and in terms of content, we can consider operating our own online video channels or asking influential people for collaborations, which we call viral branded content. Lastly, from the perspective of attracting and managing existing customers well, we can see that customer relationship management is also necessary for marketing. So, I have explained a bit about the prepared content today, and since we have some time left, we can now have a more free question and answer session related to marketing.

I'm not sure what to do or if you didn't understand some of today's lecture content and have questions, please feel free to raise your hand and share your thoughts on any topic. I will take some time to answer.

마케팅을 시작하는 분들을 위한 1시간 요점 정리

마케터의 시선에서 세상을 바라보는 관점을 나눕니다.
성공이라는 결과보다는 성장이라는 과정을 지향합니다.

곽팀장은 [서스테이너블 컨설팅]에서 일합니다.
https://sustainable.co.kr


곽팀장

- 특히 소규모 비즈니스의 경우 압도적으로 많은 디지털 마케팅 정보 중에서 올바른 디지털 마케팅 정보를 구별하기란 쉽지 않습니다.

- 마케팅의 본질은 고객과 소통하고, 고객의 문제를 해결하며, 고유한 브랜드 아이덴티티를 만드는 데 있습니다.

- 경쟁이 치열한 시장에서 기업은 브랜드 고유의 가치를 정의하고 이를 광고와 콘텐츠에 반영하여 돋보이게 하는 것이 필수적입니다.

마케팅 트렌드가 퍼포먼스 광고에서 고객 유지와 재구매에 초점을 맞춘 CRM 마케팅으로 변화하고 있습니다.

한국 시장은 잠재 신규 고객 인구가 한정되어 있어 기존 고객 중심으로 전환되었습니다.

이제 마케팅의 핵심은 제품 포지셔닝과 퍼포먼스 광고, SNS 채널, 고객 관계 관리 등 다양한 활동이 중심이 되고 있습니다.

디지털 마케팅에서 브랜딩의 역할

브랜딩은 단순한 마케팅과는 다른 브랜드의 사명과 가치와 같은 근본적인 측면에 관한 것이지만, 디지털 마케팅의 핵심적인 부분입니다.

디지털 마케팅은 전략, 성과, 콘텐츠, 데이터 분석, 크리에이티브의 다섯 가지 핵심 요소로 구성됩니다.

디지털 광고 매체는 검색 기반 광고와 관심사 기반 광고의 두 가지 유형으로 나뉘며, 유익한 콘텐츠를 제공하고 더 나은 참여를 위해 사용자를 웹사이트로 안내하는 방향으로 변화하고 있습니다.

네이버 플레이스 광고가 스몰비즈니스에 미치는 영향

네이버 플레이스 광고는 오프라인 매장을 저렴한 비용으로 노출할 수 있어 예산이 적은 소규모 사업자에게 유리합니다.

하지만 경쟁이 치열하고 특히 경쟁이 치열한 키워드의 경우 광고 비용이 증가할 수 있습니다.

반면 디스플레이 광고는 고객의 활동과 인구통계를 기반으로 고객을 타겟팅하므로 검색 광고보다 전환율이 더 높습니다.

효율성은 낮지만 좋은 콘텐츠의 디스플레이 광고는 특히 새롭고 독특한 제품의 경우 실제 구매로 이어지는 데 유리할 수 있습니다.

디지털 광고에서 데이터 마케팅과 콘텐츠의 중요성

Google 애널리틱스와 같은 데이터 마케팅 도구는 광고의 효과와 수익의 출처를 파악하는 데 매우 중요합니다.

광고 예산 할당 및 전략에 대한 정보에 입각한 결정을 내리기 위해서는 실적 데이터를 분석하는 것이 중요합니다.

콘텐츠 마케팅은 광고와 같은 지속적인 비용을 들이지 않고도 장기간에 걸쳐 고객을 유치할 수 있는 잠재력을 가지고 있기 때문에 디지털 광고 환경에서 점점 더 중요해지고 있습니다.

다양한 채널에서 일관되게 콘텐츠를 제작하면 고객을 유치하고 유지하는 데 도움이 되며, 지속 가능한 마케팅 접근 방식을 제공할 수 있습니다.

콘텐츠 마케팅은 보다 능동적인 퍼포먼스 마케팅과 달리 시간이 지남에 따라 자연스럽게 고객을 유치하는 수동적인 방식으로 운영됩니다.

콘텐츠 마케팅은 기존 광고보다 브랜드 충성도를 높이고 고객의 참여를 유도하는 데 더 효과적이라는 장점이 있습니다.

이를 통해 브랜드는 선택지가 과포화된 시장에서 차별화하여 인지도와 인지도를 높일 수 있습니다.

콘텐츠는 소셜 미디어와 같은 자체 채널의 형태를 취하거나 인플루언서 및 미디어 매체와의 파트너십을 통해 고객에게 지속적으로 도달하고 소통할 수 있는 방법을 제공할 수 있습니다.

올바른 콘텐츠 채널 선택과 CRM 마케팅의 이해

패션 및 뷰티 업계에서는 블로그가 가장 많은 트래픽을 보였으므로 인스타그램이나 게시물보다 블로그를 시작하는 것이 좋습니다.

틱톡은 번창하고 있으므로 개인 취향에 관계없이 고려할 만한 좋은 플랫폼입니다.

특히 퍼포먼스 마케팅이 감소하면서 고객 유지를 위해서는 CRM 마케팅이 중요해졌으며, 고객 커뮤니케이션 및 데이터 세분화를 위해 채널톡과 같은 솔루션을 사용하는 것을 적극 권장합니다.

CRM에서는 획일적인 접근 방식이 아닌 개별 고객의 니즈에 초점을 맞춘 세부적인 관리와 개인화된 혜택이 핵심입니다.

고객 관계 관리를 위한 맞춤형 쿠폰 전략

마켓컬리는 고객별 구매 주기에 맞춘 맞춤형 쿠폰을 통해 즉각적인 구매를 유도합니다.

또한 첫 구매 시 쿠폰을 제공하여 휴면 고객을 방지하는 등 CRM 전략을 활용하고 있습니다.

또한 검색 광고와 바이럴 브랜드 콘텐츠를 포함한 디지털 마케팅을 활용하여 고객을 유치하고 유지합니다.