[Digital Marketing] 확대되는 디지털 마케팅, 고객과 연결되다

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‘디지털 마케팅’을 담당하는 조직을 신설하는 움직임이 확산되고 있다. 심지어 이제는 디지털 마케팅은 경영자가 반드시 알아야 하는 분야가 되었다.

좋은 제품을 만드는 것만으로는 제품이 팔리지 않아 마케팅의 중요성은 점점 더 커지고 있다. 고객과 직접 실시간으로 커뮤니케이션하고 정보를 취득할 수 있는 디지털 디바이스가 비즈니스의 중심이 될 것이 확실하다. 여기서는 디지털 마케팅의 3가지 포인트를 정리해봤다.

정보 제공으로 고객의 행동을 변화시킨다

TV 광고로 전달하고, 웹의 PV 수를 높이고, 전단지로 매장 방문을 유도하는 등 다양한 시책을 모색하는 것이 마케팅에서 중요했다. 그러나 모든 커뮤니케이션이 디지털화되다 보니 어떤 정보를 전달하면 고객의 행동이 어떻게 변화될지를 데이터로 파악할 수 있게 되었다.

예를 들어 메일을 보내는 것은 아침 시간이 좋을까 저녁 시간이 좋을까? 할인폭은 20%와 30%일 때 각각 구매율이 어떻게 바뀔까? 할인은 어떤 속성의 사람에게 가장 효과적일까와 같은 것들이다. 매스미디어나 소셜미디어, 기업이 자신을 프로듀싱할 수 있는 ‘온드미디어’, 매장, 앱 등 고객과의 접점으로서 어떤 모체가 가장 좋을지도 알 수 있다.

기업은 이러한 정보를 종합적으로 활용하고 고객의 행동 변화 모델을 만들 필요가 있다. 프라이싱(제품이나 서비스의 가격을 결정하는 것)도 정보의 하나다. 할인 여부를 따지지 않는 고객의 유도 모델도 중요해진다.

‘마케팅 오토메이션’이라는, 마케팅의 프로세스를 자동화하여 최적화하고자 하는 움직임도 있다. 자동화가 진행되면 진행될수록 기업이 초기에 설정하는 비전이나 가치가 중요해질 것이다.

‘판매한다’는 것이 최종 목적이 아니다

모든 것을 인터넷에 연결하는 ‘IoT’ 시대는 판매하는 것이 최종 목적이 아니게 된다. 판매 후의 데이터를 얻을 수 있고 고객이 상품을 어떻게 사용하고 있는지 상품에 만족했는지까지 추적해서 파악하게 된다.

백색가전은 머지않아 모두 IoT화되어 소비자의 이용 상황을 실시간으로 파악할 수 있게 될 것이다. 가까운 미래에는 헬스케어나 스포츠도 그렇게 될 것이다. 많은 소비자용 제조업은 서비스화되고 서비스업과의 역할 재편의 요구도 커지지 않을까? 팔기만 하면 끝이었던 제품을 서비스화하여 월정액 이용료를 받는 방향으로 비즈니스 모델을 바꾸는 기업도 나올 것임에 틀림없다.

모든 상황을 데이터로서 파악해 매니지먼트한다

어떻게 하면 고객의 행동을 변화시킬 수 있을까? 어떤 프로세스로 최종적으로 가치를 최대화할 수 있을까? 고객의 행동 데이터는 기업에서 가장 중요한 데이터가 될 것이다. 고객과의 관계를 구축하여 모델화하는 디지털 마케팅을 담당하는 인재는 기업 내에서 무엇보다 중요해질 것이며, 이제는 기업의 수장 스스로가 마케터가 되어야만 할 것이다.

 

 

 

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국내 모바일 산업과 창업 생태계를 응원합니다. 모바일 트렌드에 대한 전문 컬럼을 기고하거나 유망한 스타트업을 소개하고 싶으시면 연락바랍니다. 적극 수용하겠습니다~♥

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