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eCommerce Market Overview , ?i]Yk]= Zp Gad Dple Nff , /-.3 -1-4 Cheil

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eCommerce�Market�Overview

,�?i]Yk] �Zp�Gad�Dple�Nff

,�/-.3�-1-4�

Cheil

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)�NG )�NG )� � � � �� � � � � +

SERVICE�(PLATFORM)�

&�

MARKETING

]?fdd]i[]�IYib]k

✓ 이커머스�플랫폼에서�가장�중요한�것은�무엇인가?-�고객의�경험(CX,�Customer�eXperience)

✓ 고객�경험의�핵심은�무엇인가?�-�쇼핑의�기본�가치를�고객�입장에서�극대화하는�것

✓ 이커머스�마케팅의�2가지-�Brand�Marketing-�Performance�Marketing

✓ 숫자보다�중요한�마케팅의�본질-�What과�How보다�Why가�중요한�이유

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상품

3

가격

2

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3C�pattern

Curation

3C�(Curation�-�Communication�-�Choice)

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개인화된�DB로�큐레이션된�상품(컨텐츠)이�사람들,�그리고�브랜드의�커뮤니케이션을�통해

구매(선택으)로�이어지는�소비자�구매패턴

DAREZ�UX�lab�이한나�선임(2013)

Communi-�cation

Choice

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Attention InterestDesire�Memory

Action

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Attention Interest

A I

A�I S A S

Attention�Interest

Search Action Share

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• Emotional�UX�|�감성적�사용자�경험

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Performance�Marketing(=Traffic�&�Sales�Management)

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Data-Driven�Marketing

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Hello�Everyone!�

You�All�-15%!

Hey�You!�

Only�You�-15%!

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Data-Driven�Marketing

A.A.R.R.R.

Cohort

LTV(CLV)

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ActivationUser sign-up or create accounts

RetentionRepeat use of product & features

ReferralGrowth via sharing & WOM

RevenueMonetize user behavior

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Retention�

설치�1개월�후�38%로,�

1년�후에는�4%로,�

감소

Cohort�Analysis

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4차원�마케팅과�LTV

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4차원�마케팅과�LTV

HO �

a(- a(ea(0

a9ae kYcc

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Data-Driven�Marketing

=>�O] k

Ee[i]d]ekYc

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AB�Test�&�Caution!

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AB�Test�&�Caution!

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?fek]ek ?fdd]i[] ?fddleakp

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CIN�9�

P ���S��?O��S����?M

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Super-useful

Communication

Economical-benefit

Narcissism

Time�Killing

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kkg 7,,pflkl+Z],ARN=4Hpbmk1 ca k9LH320>B646606@-/A.

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WHY가�가장�중요한�이유

WHY가�가장�중요한�이유

제품과�마케팅의�관계는�1과�0의�관계와�같다.�

포장,�광고,�마케팅�등은�모두�제품이라는�‘1’�뒤에�붙는�‘0’이다.�

먼저�좋은�제품이�없다면,�

그�뒤에�아무리�많은�노력이�따라도�의미가없다.�

-�샤오미�공동창업자/CMO,�리완창

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