모바일 환경변화에 따른 관계지향적 마케팅 성공전략
Relationship-Oriented Marketing Success Strategy Based on Mobile Environment Change
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초록
전통적인 온라인 마케팅은 대규모 광고 캠페인 및 검색엔진 광고(SEM), e-mail 마케팅 중심으로 진행되었다. 하지만 현재의 온라인 마케팅은 소셜미디어, 모바일 기술 발전 등으로 새로운 마케팅의 변화를 가져왔다. 이러한 디지털과 모바일 기술과 SNS 기술은 기존의 마케팅 방법과는 달리 새로운 마케팅 패러다임을 변화시켰고, 소셜미디어 마케팅이 등장함으로써 페이스북, 트위터, 인스타그램 등의 소셜미디어 채널을 활용한 마케팅 방법으로 변화되어야 한다. 특히, 검색엔진 최적화(이하, SEO)를 통해 웹사이트의 노출성과 방문자 수를 증가시켜야 할 것이며, SEO를 검색엔진에서 웹사이트를 노출시키기 위한 웹사이트의 구조, 콘텐츠, 키워드 등을 최적화하는 작업이 필요하다. 또한 인공지능(AI)과 자동화 기술이 발전하면서, 기업들은 자사 제품과 서비스를 홍보하는 데 사용되는 마케팅 자동화 솔루션을 적극적으로 도입해야 할 것이며, 이를 통해 마케팅 작업을 자동화하고 비용을 절감할 수 있는 개인화된 마케팅 전략을 구축해야 한다. 본 논문에서는 이러한 온라인 마케팅 환경변화에 따른 새로운 마케팅을 위한 요인을 분석하고, 성공적으로 마케팅을 위한 전략을 제시한다. 본 논문의 결론에서는 고객지향적 마케팅을 성공적으로 수행하기 위한 전략과 요인을 제시하였고, 인공지능 기술 발전에 따른 고객 맞춤형 마케팅 전략을 제언하였다.
Abstract
Traditional online marketing focused on large-scale advertising campaigns, search engine advertising (SEM), and e-mail marketing. However, current online marketing has brought about new marketing changes due to the development of social media and mobile technology. Unlike conventional marketing methods, these digital and mobile technologies and SNS technologies have changed new marketing paradigms, and social media marketing should be changed to marketing methods using social media channels such as Facebook, Twitter, and Instagram. In particular, it is necessary to increase the exposure and number of visitors of the website through search engine optimization (hereinafter referred to as SEO), and to optimize the structure, content, and keywords of the website to expose the website in the search engine. In addition, as artificial intelligence (AI) and automation technologies develop, companies will need to actively introduce marketing automation solutions used to promote their products and services, thereby establishing personalized marketing strategies that can automate marketing tasks and reduce costs. This paper analyzes the factors for new marketing due to these changes in the online marketing environment and presents strategies for marketing successfully. In the conclusion of this paper, strategies and factors for successfully performing customer-oriented marketing were presented, and customer-tailored marketing strategies were suggested according to the development of artificial intelligence technology.
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