Download - 스마트워크 휴넷Mba
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Smart&시대의&스마트워크
김지현http://oojoo.tistory.com
1. ICT와 패러다임의 변화
2. 달라진 산업 경쟁구도와 비즈니스
3. 스마트워크의 시작
4. 생산성을 높여주는 스마트한 Tool
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다른4세대,4GAP
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플랫폼의 정의
PLATFORMNetworkDevic
e
SW
BM
서비스/콘텐츠Contents
CommunicationCommunityCommerce
Game
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TV
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PC
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WWW
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If4platform4changes...
New Paradigm is coming on us!
Chance
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Mobile
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플랫폼의4변화4-4LifeStyle의4변화4-4경쟁구도의4변화
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플랫폼의 진화
Search
SNS
LBS
Now!
2012
2013
방송, 통신, 제조, SW의BM 충돌
신기술의 등장
SW 표준화
HW spec 경쟁
Network Speed
기술 상향 평준화
UI, UX, 디자인
킬러앱의 자리매김!
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Social4Platform
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콘텐츠 생산, 유통, 소비 구조의 일대 혁신
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3차원의4입체적4서비스를4가능하게4해준4스마트폰,4SNS
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아고라4폭설지도
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Media 2.0Online Media
미디어의 생산과 소비, 반응
Writ
e
Mass media
Reaction
Read
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사회, 정치, 경제, 문화 전반에 영향
스마트폰의 성장
new 킬러앱의 등장
패러다임의 변화
산업의 경쟁구도 재편
새로운 UI, UX 각광 미디어 시장의 변화
정치, 여론의 변화
사회, 경제, 문화의 변화
PC 사용시간 축소
모바일 인터넷 사용량 증가
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BIG4DATA와4PATTERN
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Data의 수집을 통한 Context의 추출
Call log
Location
history
Address
Picture
Message
Behavior
When, Where, How, Who, What.... Why!
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소셜4속4DATA
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2012
���
Tweet @oojoohttp://oojoo.co.kr
Daum ���� �
M BILE Marketing
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01 VALUE
02 EXAMPLE
03 SOLUTION
1. Network Effect
2. Behavior D
ATA 축적
1. 체험형 마케팅
2. 실시간 마케팅
3. 관계형 마케팅
1. 사용자 참여
2. 현실계 속 가상계
3. 개인회
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15%
1%4%
4%
10%
4%6%
2. Behavior DATA의 축적
2012
Mobile M
arketing
1. Network Effect
VALUE01 01 VALUE
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2012 Mobile Marketing Trend
1. Network Effect
Value Example Solution
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OOH
Magazine
TVRadio
Newspaper
IPTV
DMB
PAD
Mobile
Internet
PPL
D-OOH
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우리의 24시간 중 얼마나?
TV PC 스마트폰 Paper Pad
TV (2.0)
PC (3.0)
스마트폰 (0.5)
Paper (0.6)
TV (2.0)
PC (2.0)
스마트폰 (3.0)
Paper (0.2) Pad
(1.0)
2012 Mobile Marketing Trend
1. Network Effect
Value Example Solution
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Traffic will make Money.
2012 Mobile Marketing Trend
1. Network Effect
Value Example Solution
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진화하는 광고 모델
2012 Mobile Marketing Trend
1. Network Effect
Value Example Solution
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Data의 수집을 통한 Context의 추출
Call log
Location
history
Address
Picture
Message
Behavior
When, Where, How, Who, What.... Why!2012 Mobile Marketing Trend
Value Example Solution
2. Behavior Data 축적
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Apr ’09 Jul ’09 Oct ’09 Jan ’10 Apr ’10 Jul ’10 Oct ’10 Jan ’11 Apr ’11-$10,000
-$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
In Thousands
Source: Company Filings (sec.gov; May 26, 2011)
Pandora’s Quarterly Results Of Operations
Revenue
Net Income (Loss)
Silicon Alley Insider Chart of the Day
고객 DB의 중요성 :
Behavior real-time Data
2012 Mobile Marketing Trend
2. Behavior Data 축적
Value Example Solution
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2012 Mobile Marketing Trend
Value Example Solution
2. Behavior Data 축적
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2012 Mobile Marketing Trend
Value Example Solution
2. Behavior Data 축적
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Apr ’09 Jul ’09 Oct ’09 Jan ’10 Apr ’10 Jul ’10 Oct ’10 Jan ’11 Apr ’11-$10,000
-$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
In Thousands
Source: Company Filings (sec.gov; May 26, 2011)
Pandora’s Quarterly Results Of Operations
Revenue
Net Income (Loss)
Silicon Alley Insider Chart of the Day
2012 Mobile Marketing Trend
Value Example Solution
2. Behavior Data 축적
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15%
1%4%
4%
10%4%6%
2. 실시간 마케팅
2012
Mobile Marketing Trend
1. 체험형 마케팅
EXAMPLE
0202
EXA
MPL
E
3. 관계형 마케팅
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즐거운 공짜의 체험과 함께 소셜 마케팅은 덤, 사료 광고
2012 Mobile Marketing Trend
ExampleValue Solution
1. 체험형 마케팅
http://bit.ly/zhSotW
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집단 참여를 이끌어낸, 나이키 광고
2012 Mobile Marketing Trend
ExampleValue Solution
1. 체험형 마케팅
http://bit.ly/A0fspQ
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2012 Mobile Marketing Trend
ExampleValue Solution
2. 실시간 마케팅
http://bit.ly/y2QEO2
TV와 스마트폰이 결합된 광고, 파워웨이드 광고
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2012 Mobile Marketing Trend
ExampleValue Solution
2. 실시간 마케팅공감과 소문을 이끌어낸 광고, MINI 광고
2012 Mobile Device Trend
http://on.fb.me/t9lfLz
http://bit.ly/rp3IoT
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사람 사이의 관계에 집중한 마케팅Social을 활용한 viral marketing
http://bit.ly/rhhoOS
2012 Mobile Marketing Trend
ExampleValue Solution
3. 관계형 마케팅
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브랜드와의 관계를 구축한, �� ��
2012 Mobile Marketing Trend
ExampleValue Solution
3. 관계형 마케팅
http://bit.ly/wLIdTV
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15%
1%4%
4%
10%
4%6%
2. 현실계 속 가상계
2012
Mobile Mark
eting Tre
nd
1. 사용자 참여
03
03 SOLUTION
3. 개인화
SOLUTION
4. On2Off
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http://goo.gl/rluYN
Volkswagen: Print Ad Test Drive
2012 Mobile Marketing Trend
SolutionValue Example
1. 사용자 참여
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��� ��� ��
2012 Mobile Marketing Trend
SolutionValue Example
1. 사용자 참여
http://bit.ly/zIWY3L
참여가 공유되도록 하라.
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Rich media Ad in Paper
2012 Mobile Marketing Trend
SolutionValue Example
2. 현실계 속 가상계
http://bit.ly/yKrZkE
모바일의 디지센서스를 활용하라
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정교해지는 Targeting Ad
2012 Mobile Marketing Trend
SolutionValue Example
3. 개인화
http://vimeo.com/21386019
BIG DATA를 활용하라 (with M2M)
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온라인과 오프라인의 ��
2012 Mobile Marketing Trend
SolutionValue Example
4. On2Off
http://bit.ly/xyHqfe
오프라인의 경험을 온라인으로 디지털라이징하라.
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SNS를 활용한 오프라인의 ��
2012 Mobile Marketing Trend
SolutionValue Example
4. On2Off
http://bit.ly/weSk2U
SNS를 오프라인에 활용하라
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마케팅의 일대 변혁
소비자 파워 (생산, 소비, 유통)소셜 마케팅
(실시간, 바이럴)
가상계 +현실계의 결합
소품종 대량생산에서다품종 소량생산
2012 Mobile Marketing Trend
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소비자의 생각을 읽는 마케팅 툴
2012 Mobile Marketing Trend
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Collective intelligence vsSwarm intelligence
더 중요한 것은
... relation & communication
> group community
2012 Mobile Marketing Trend
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Swarm intelligence
차이는 객체간의
... relation & communication
> group community
무리지능
2012 Mobile Marketing Trend
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1. 사용자 참여
2. 현실계 속 가상계
3. 개인화
1. Network Effect
3. 관계형 마케팅
2. 실시간 마케팅
1. 체험형 마케팅
01 Va
lue
03 Solution
2012 Mobile Marketing Trend
2012 모바일 마케팅 전략
2. Behavior Data 축적
02 Example
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호모 스마트쿠스
신기술의 등장
SW UI 표준화
HW spec 경쟁
Network Speed
기술 상향 평준화
UX 디자인 편의성
서비스의 보편성
Convergence � � ��� ��
Tech, 기술
공학자
엔지니어
경영
기획자
인문, 사회
디자인
디자이너
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Project
Process
System
People
What, When
How, Where
Why
Who
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