2. Marketing in 2034
– 과연 마케팅의 패러다임은 변할 것인가 ?
-
2014. 10. 23.
한신대학교 경영학과
오창호 교수
compino@hs.ac.kr
3. 마케팅을 바라보는 관점
• 수요와 공급의 연결
(교환)
거시적 관점
• 모든 이해관계자에게 가치
있는 제공물의 제공
생태계/이해관계자 관점
시장관점 • 혁신을통한시장창조/고객만족
• 차별적인 제공물의 기획과 제공을 통한
기업목표달성
기업관점
• 욕구충족을 위한 해결책(제공물) 구입
소비자 관
점
5. Future of Marketing Summit 2014
by Financial Times
• From big data to smart data
• Snippet storytelling
• The omni-channel approach
• Community changes
• The engine of innovation
• The true value of content
• Back to the physical
6. Management intuition
for the next 50 years
“The world ahead will be less benign, with more
discontinuity and volatility and with long-term charts no
longer looking like smooth upward curves, long-held
assumptions giving way, and seemingly powerful business
models becoming upended.“
(McKinsey)
7. IT/Technolog
y
• Smart Device
• Internet of
Things/Natural
Interface
• 3D Printing
Media
• Communication
Revolution
• Triple Media
Consumer
• Prosumer & Sma
rt Shopper
• New CDJ
• Community
Market Env.
• Demographic
• Economic
• Socio-Cultural
8. Org/Process
CMO
DSP
Active Support
Marketing Paradigm
User-First / In-Bound Marketing / Crowd-Sourcing / Real-Time Marketing
Tools
Social Listening
Ambassador
Social TV
Social Log-in
Triple Media
Native Ad
Marketing PR
Flat Design
Responsive Web Design
Social Commerce
In-App Ad.
Performance
CPL/CPA
Attribution
Methodology
Ethnography
Content Marketing
Gamification
Curation
Data-Driven Marketing
Behavior
Showrooming
Social Risk
Technology/Device
Augment Reality/ Wearable Device /NFC/i-Beacon/ Digital Display/Projection Mapping/
Big Data / Data Scientist / Social Analytics/ Mobile Analytics /
Natural User Interface/ Automatic Content Recognition/Sentiment Analysis / IoT
Marketing Platform
Kakao/Line, O2O, Data Management
Platform
Digital Marketing Hubs
Multi-Channel Marketing
10. 새롭게 구조화되고 있는 고객접점
: Triple Media
대중매체/
대안매체
(=paid media)
自社매체
(=Owned
Media)
Social
Media
(=Earned
Media)
Share
d
Media
11. C-to-C Interactivity와
Empowered Consumer
WorldWideWeb
• 참여 시공간의 확
장 (Web2.0)
Mobile
• 전파속도 가속화 및
소통량 급증
Social Age
• Customer-led Marketing
Interactive
Consumers
Connected
Consumers
Empowered
Consumers
29. 논의 5 : 조직과 Process
“We are all marketers”
Cross-function Team
사람의 역할이 더욱 중요
30. 마케팅 조직/Process의 혁신
전사적 마케팅2 : 고객을 중심으로 한 전사차원의 대응구조
We’re all marketers now (McKinsey, 2011)
Social Hub
31. Cross/Hyper/Hybrid/Trans……
접점/매체
•Media Neutral
•Crossmedia
•Transmedia
제품/서비스
•융복합 상품 서비스
•Solution화
고객체험
•Trans-branding
•Total Customer Experience
산업과 시장
•욕구충족수단간 경쟁
•업제화
•직구/역직구
기존의 영역을 넘어선 새로운 결합
32. Marketing2 으로의 진화
Market 2.0 이전 Marketing2
System Planned Data-Driven/Real-Time
Market Approach Segmenting Collecting
Customer
Targeting / Out-bound
Approach
(Demographic)
On-Demand / In-bound
(Behavior/Context 기반)
Tool 4P Content/Community
Object Co-to-Cu / P-to-P + M-to-M
Value/Offering Single Product Solution/Eco-System
Communication
Campaign Management Customer Experience Mgt.
Speak-Interaction
Listen-Respond
Mass-Niche Media
Triple Media
Sales Multi-channel Omni-channel / O2O
Social CRM
Relationship CRM
고객화단계 관리
Support Passive/Reactive Active
Monitoring
Fragmented
/Evaluation
/ Research
Integrated/ DMP
Real time Optimization
33. Digital로 촉발되고 있는 Marketing
Innovation R&D
Product/Offerin
g
Media
Marcom
Creative
Organization &
Process
Platform
Channel