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Trust as a Key Factor in Content Marketing (Korean)

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네이티브 광고 등의 다양한 콘텐트 마케팅이 주목받고 있으나, 콘텐트 마케팅이 효과를 거두기 위해서는 콘텐트의 원작자(brand)는 물론 채널(media) 역시 소비자의 신뢰를 얻어야 하며, 신뢰가 부족할 때 콘텐트와 매체 모두 위기를 맞을 수 있다는 내용

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Trust as a Key Factor in Content Marketing (Korean)

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  27. 27. 1세대매체: LEAN-BACK PRINT & TV 2세대매체: LEAN-FORWARD DIGITAL 3세대매체: LEAN-BACK DIGITAL Ritual Pleasure of Consuming Research, Community, Sharing Better Lean-back, More Lean-forward 30
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  29. 29. Lean-forwardMedia Lean-backMedia
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  31. 31. 35 * Quarterly estimated based on monthly search query volume from Google Keyword Tool, 4-16-2013. ** Q4 2012 estimate. Nate Herman, VP, American Apparel & Footwear Association
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  33. 33. 37 BLOG BLOG
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  35. 35. 40 InitialConsiderationSet Moment ofPurchase Loyalty Loop Active Evaluation PostpurchaseExperience(Ongoing Exposure) Prompt Assess List Arrive Experience Select Consume Evaluate Advocacy Re-consideration 디스플레이광고, ATL, BTL 캠페인 검색, 웹사이트(Retailers, 회사사이트, 외부저널등) 모바일앱, 모바일웹, 가격비교사이트 매장내활동지원, 쿠폰프로모션등 SNS, Blogs 블로그, SNS, Youtube, 가격비교사이트등 SNS, 블로그
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  39. 39. 44 Simon Sinek, How Great Leaders Inspire Action, http://youtu.be/qp0HIF3SfI4
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  41. 41. 46 소비자는개인정보를제공하는대신자신과교류하는브랜드가자신을알아봐주기를원합니다. 34%의미국성인인터넷사용자들은자신과무관한메시지를내보낸다는이유로브랜드와의관계(Follow 등)을끊은적이있다고응답했습니다. 33%는메시지가너무‘뻔하다’는이유로관계를끊었고, 반면57%에달하는사용자가‘자신이좋아하는브랜드는콘텐트를통해자신들에게Loyal하다’고응답했습니다. 게다가미국청소년의55%는‘자신과커뮤니케이션해주는브랜드를선호한다’고응답했습니다. (이는비단청소년과밀레니얼세대에만국한되는이야기는아닐것입니다.) http://www.slideshare.net/Responsys/valentines-day-slideshare
  42. 42. 47 소비자는스스로를꾸미고싶어합니다. 소비자의타임라인은정직하지않습니다. 인정받고박수받기바라는욕구를비난하기보다, 이를긍정적으로활용하려는자세가바람직합니다.
  43. 43. 48 http://trendwatching.com/trends/10trends2013/?fullfrontal 리뷰, 사용후기, 평가등범람하는브랜드관련정보속에서브랜드는숨을곳이없습니다. 그러나브랜드는한발더나아가‘숨길게없다’는자세로부터‘숨길게없음을증명’하는적극성까지보여야합니다. 또한모호한‘가치’나‘철학’, ‘문화’ 등의뒤에브랜드를감기지말고실질적인‘결과’와‘증거’를적극적으로제시해야합니다.
  44. 44. 49 소비자의브랜드경험은오프라인과온라인등다양한접점을포괄해야하며, 이는궁극적으로CDJ의모든단계를관리하는수준으로까지나아가야합니다. 브랜드는단순한‘콘텐트’가아니라소비자의라이프스타일을관리한다는개념으로캠페인을대해야합니다. Source: eMarketer
  45. 45. 50 소비자의인터랙션에늦지않게응답하는것은매우중요합니다. 약52%의브랜드가24시간내에응답합니다.하지만53%의소비자들은자신의이야기에브랜드가한시간안에응답해주기를원합니다.만일소비자가‘불만’을제기한경우라면이비율은72%로치솟습니다. 불만이제대로응답되지않았다고느낄경우60%의소비자는반드시이에대한실망을온라인에남깁니다. 34%의소비자는‘제시간에응답하는브랜드’로부터제품을구매할가능성이높습니다. http://www.marketingcharts.com/wp/online/consumers-to-brands-respond-to-tweets-quickly-or-else-37784/attachment/lithiummillwardbrown-consumer-expectations-brands-twitter-responses-oct2013/
  46. 46. 51 Source: Global Web Index, 2014 브랜드가먼저자신을찾아오기보다, 자신이먼저브랜드를찾아내기를원합니다. 검색의중요성과Nudging의효용성을간과하지마십시오. (특히, 신흥시장의경우소비자들은브랜드와의경험을풍부하게해주는것이라면브랜드가제시하는다양한온라인서비스와콘텐트를시도해볼의향을갖고있습니다.) 소비자들은브랜드로부터영감을얻고, 열정과관심을자극받기를원합니다. 직접적인지시가아니라.
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  53. 53. 58 http://youtu.be/fD1WqPGn5Ag
  54. 54. 59 http://youtu.be/XpaOjMXyJGk
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  57. 57. 62 2011 http://youtu.be/6Cf7IL_eZ38 2012 http://youtu.be/jZkHpNnXLB0
  58. 58. 63 http://youtu.be/K2VSJ6dRiPs http://youtu.be/QzMRqmebHKI
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  68. 68. 76 Directly Paid & Targeted Placed In-Stream Content & Brand-oriented
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  74. 74. 83 https://econsultancy.com/blog/65369-introducing-the- content-marketing-team-matrix#i.oye3hdspodti11
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