jnj interactive insight report_contents marketing 2016.03

JnJ Interactive Insight ReportContents Marketing

2016.03

ⓒ Copyright All Rights Reserved by JnJ interactive., Ltd

Table of Contents

I. Contents Marketing

II. Why Contents Marketing

III. Benefits of Contents Marketing

IV. Tips to Successful Contents Marketing

V. Case Study



Ⅰ. Contents Marketinga. 컨텐츠마케팅이란? b. 컨텐츠마케팅의종류


What Makes Contents Marketing?

What is Contents Marketing?


*Sourced Info: Contently https://contently.com/content-marketing/

Contents marketing (n.): 흥미롭거나유용한자료를제공하여

스토리텔링기법으로소비자와관계를만들어가는마케팅

-이는크게소셜인플루언서마케팅과 Sponsored Article 로나뉨

Influencer Marketing with Social Media Platforms Sponsored Content Articles

Editorial Content(Journalism, Entertainment)

Brand Content(Information, Entertainment, Social

Media, Brand Websites)

Sponsored Content

https://contently.com/content-marketing/

브랜드관련성

해당인플루언서의전문분야와브랜드와부합하는가? 브랜드컨텐츠를인플루언서의팔로워들이자연스럽게받아드릴것인가?

도달범위

인플루언서의팔로워는몇명인가? 예상도달범위는얼마인가? 단순브랜드메시지를최대한넓게퍼트리기를원하는가? (Big Size Followers)아니면구매고려단계에추천을통해구매로전환하도록만들기를원하는가? (Intense Size Followers)

파급력

팔로워들사이에서신뢰가충분히쌓였는가? 전문성과설득력이있는가?

Social Influencer Marketing


Social Key Leaders를이용하여마켓에브랜드의목소리를전하는마켓팅

브랜드의타겟의구매에영향력을줄수있는개인에게브랜드의메시지를전달하고,

그개인이 2차적으로가공된 브랜드메시지를전체타겟에게전달하게하는마케팅

*Sourced Info: 1) 3 steps to influencer marketing in Social http://linkhumans.com/blog/influencer-marketing

Influencer를결정할때고려해야하는사항 1)

http://linkhumans.com/blog/influencer-marketing

Sponsored Article


퍼블리셔의인하우스광고팀이광고주를위해작성한에디토리얼

기자가뉴스를작성하는기법으로콘텐츠를생산하여소비자에게브랜드를알리는 "브랜드저널리즘(Brand Journalism)"으로정의할수있다.

광고와뉴스의구분이모호해지고언론과광고주의경계도희미해지는현상인것이다.

*Sourced Info: 1) Mequoda: http://bit.ly/1S46fj9/ , 2)네이버경제사전, http://bit.ly/1Swk3mY3) Digiday: http://bit.ly/MfDXT7

1)

2010년부터브랜드를위한컨텐츠생성시작

컨텐츠를통하여브랜드의SNS 계정을팔로우할수있도록도와줌

$100,000에4-5개포스트작성


텍스트포스트, 인포그래픽, 슬라이드쇼등으로구성

1개포스트당 $40,000, 4일동안홈페이지에서프로모션


한달에 $50,000-$75,000 지불시최소 3개월동안컨텐츠개수제한없이포스팅가능(Brand Voice Platform)


Sponsored Post 하나당$5,000, Sponsored Video나Sponsored Slide는 $15,000

2)

http://bit.ly/1S46fj9/

http://terms.naver.com/entry.nhn?docId=2829415&cid=42107&categoryId=42107

http://bit.ly/1Swk3mY

http://bit.ly/MfDXT7


Ⅱ. Why Contents Marketinga. 소비자의광고피로b. 소비자참여유도c. 소비자신뢰


Contents Marketing is Growing

2007 2009 2011 2013 2015

“구글트렌드그래프에따르면

‘Contents Marketing’에대한관심도는 2011년부터꾸준히증가했으나

2015년Q4를기점으로 20% 이상이 증가하였으며

이는지난 2년간의성장보다가파른성장세이다.”

실제 ‘contents marketing’

구글트렌드그래프

*Sourced Info: 1) Contently “State of Content Marketing 2016: The Tipping Point”: https://contently.com/strategist/2015/12/17/state-of-content-marketing-2016/

https://contently.com/strategist/2015/12/17/state-of-content-marketing-2016/

일반배너광고에대한US, UK 유저의인식

유저의 54%는배너광고를신뢰하지않기때문에클릭을하지않음 디스플레이광고와인게이지하는시간이 1.6초, 컨텐츠와인게이지하는시간은 346배더김 설문대상자의 14%는브랜드프로모션상품의마지막디스플레이광고를기억하지못한다고응답 미국과영국의유저의약 50%는디스플레이광고가거슬린다고응답, US의 29%, UK의 31%는적극적으로배너광고를피하는행동을 (사이트접속기피, Ad blocker 설치등)취한다고응답

Eyeball tracking 결과– Banner Blindness

Brands Move Away from Display Ad

ⓒ Copyright All Rights Reserved by JnJ interactive., Ltd*Sourced Info: 1) http://markerly.com/blog/content-marketing-vs-display-advertising/ 2) LinkedIn ‘Trend in Advertising’ http://bit.ly/1SZl0UO 3) Digital News Report’ Attitude to Advertising http://bit.ly/1NSQV3E

Barriers to the Growth of Display Advertising

1)

2) 3)

8%

13%

39%

30%

18%

22%

31%

29%

4%

6%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

UK

US

광고에신경쓰지않는다 거의무시하기때문에거슬리지않는다

광고가거슬리지만별도로제거하지않는다 광고가거슬려서광고가많은사이트는피한다

잘모르겠다

http://markerly.com/blog/content-marketing-vs-display-advertising/

http://bit.ly/1NSQV3E

Branded Content is Shareable


Sharing Brand Experience on Social Media by Influencers

*Sourced Info: 1) MDG Advertising http://bit.ly/1p5GQGu 2) FleishmanHillard and Hearst Magazines, http://bit.ly/1o0bsvq3) NeilPatal ‘why content goes viral’ http://bit.ly/1k8lVnn 4) How Social Networks Rank, Survey Results on Content Sharing,and More: Digital Innovation Corner http://bit.ly/1Q6TYHu

소비자들의 70%는일반적인배너광고보다는컨텐츠를통해상품에대해서알고싶어함 73%의밀레니얼들은현명한구매를위해서친구들과지인들에게브랜드 experience를공유하는것이중요하다고함 49%의유저들은지인들이제품에대한생각을변화시키거나홈페이지방문, 구매등을하기를원하며본인들이좋아하는제품에대한정보를공유

브랜드컨텐츠의종류에따라공유의사차이가두배이상

공유하기좋아하는유저의특성을이용하여최대한그들이공유하고싶어하는컨텐츠개발필요

1)

2)

VS

Display Ad 와Sponsored Contents 공유가능성

2차공유불가 2차공유가능

3)

2.3

3.3

5.1

5.6

5.7

0 1 2 3 4 5 6

브랜드의컨텐츠중가장공유하고싶은유형의컨텐츠는?

구매완료한제품정보

부정적인느낌의비디오

선호하는브랜드의세일, 쿠폰정보

긍정적인느낌의비디오

관심있는분야의기사

재미있는비디오

공유의사높음 공유의사낮음

4)

4)

http://bit.ly/1p5GQGu

http://bit.ly/1o0bsvq

http://bit.ly/1k8lVnn

http://bit.ly/1Q6TYHu

Consumers Looking for Advices

ⓒ Copyright All Rights Reserved by JnJ interactive., Ltd*Sourced Info : Forrester Research, Inc Q2,Q3 2012 TheShelf.com

92% 의소비자가

“타인의추천”을가장신뢰한다고답변

-모르는사람이라도상관없음

70% 의소비자가두번째로신뢰하는정보는온라인상의

제품리뷰라고답변

47% 의소비자가블로그를통하여새로운트렌드및제품정보를습득

- 블로거신뢰

20% 소셜미디어헤비유저인여성은본인들이알고있는블로거의제품추천으로

제품구매

소비자들은브랜드보다본인이생각하는 믿을만한개인의메세지를더신뢰

Users Have Trust in Their Peers

소비자의구매의사결정시개인적인추천을가장신뢰하는것으로나타남 브랜드가직접이야기하지않고본인이신뢰하는 Peer -Social Influencer or Editor를통해메시지가전달되는Contents

Marketing이기존의광고보다주목을끌고효과를보이는이유

70%

55%

46%

43%

10%

9%

61%

33%

38%

37%

8%

8%

0% 10% 20% 30% 40% 50% 60% 70% 80%

지인의추천

전문가리뷰

소비자사용기

온라인검색

웹사이트내광고

브랜드문자메시지

다음광고방법중신뢰하는것은?

EU US

Digital Push Contents

Self- SelectedDigital Pull Contents


ⓒ Copyright All Rights Reserved by JnJ interactive., LtdSourced Info: 1)DEFY Media’s Acumen Report, http://bit.ly/1Q8oQUZ/

The Younger, The More Faithful

경제학자들은 13-24세의어린유저들이 2020년에는연간 14억달러를소비하는소비력을가질것이라발표 13-24세는 TV, 영화에나오는스타보다는YouTube스타등과같은온라인인플루언서를더신뢰 기존의대중문화콘텐츠보다YouTube를포함하는온라인콘텐츠를더많이소비 브랜드의콘텐츠보다본인이신뢰하는인플루언서의콘텐츠를더많이소비하고신뢰함

해당방식으로추천하는제품을사용할의향이있는가?

Branded Video: By Maybelline Unbiased Opinion: About Maybelline63% 62%

47% 49%

0%

10%

20%

30%

40%

50%

60%

70%

14-17 18-24Youtuber TV/Movie

53% 51%

44%

54%

0%

10%

20%

30%

40%

50%

60%

14-17 18-24Youtuber TV/Movie

YouTube에서해당채널을구독하고있는가?

브랜드채널에게시된메이블린브랜드비디오에비하여뷰티유투브스타의 메이블린사용후기의조회수약113배1) 1) 1)

http://bit.ly/1Q8oQUZ/



71%

53%

35%31% 29% 29%

20%

29%

47%

65%69% 71% 71%

80%

Onion ATL Forbes Fortune Buzzfeed NYT WSJ

방금본컨텐츠,광고 or 기사?

광고 기사

Trust is Critical in Publisher Content As Well

소비자들이본인이 follow 하는Social Influencer를신뢰하듯저명매체가발행하는컨텐츠신뢰 매체에대한유명도및신뢰도가 Sponsored Article을실제기사로인지하는여부에영향을주는것으로파악됨 반면매체력은유저가느끼는컨텐츠의질과는상관이없는것으로나타남방문자순위가가장낮았던Onion 의컨텐츠를 “매우좋음”과 “좋음”으로평가한비율은방문자순위가높은NYT, WSJ보다컨텐츠평가가긍정적

매체력에편승하여얻게되는신뢰도를넘어서컨텐츠퀄리티에신경을써야할때


1,965위

매체별Global Monthly Unique Visitor 순위

986위

175위

1,518위

129위 105위377위

24%

45%

21%

62%55%

21%17%


컨텐츠“매우좋음“ or “좋음” 응답비율

Sourced Info: Contently “Article or Ad? When It Comes to Native, No One Knows” http://bit.ly/1RoOUyG/

http://bit.ly/1RoOUyG/


Ⅲ. Benefits

Generate Leads

Brand Awareness

Social Engage-

ment

Drives more SEO

Content Marketing Benefits

ⓒ Copyright All Rights Reserved by JnJ interactive., Ltd *Sourced Info: 1)Elegant Themes http://bit.ly/1RqGU11 , 2) Social Barrel, http://bit.ly/1A0PFTV 3) ExperienceDestinations http://bit.ly/1U2KAaJ

블로그를활용하여컨텐츠마케팅을한회사가블로그활용을하지않은회사보다 67%더많은 Leads를생성

컨텐츠마케팅을활용한회사의 41%가브랜드인지도향상57%의브랜드블로그포스팅을통해새로운고객유입성공

소비자들의 68%가구매하기전까지소셜미디어를활용소비자들의 63%가블로그등브랜드컨텐츠를통해구매영향을받는다고응답

온라인검색의 93%가 search engine에서시작. 컨텐츠를활용함으로써 search engine에더욱많은노출유도

http://bit.ly/1RqGU11

http://bit.ly/1A0PFTV

http://bit.ly/1U2KAaJ

Content Marketing Benefits


*Sourced Info: 1)Outbrain http://bit.ly/1fAgPdY 2) https://contently.com/content-marketing 3) http://onforb.es/1PE17g1

4) Contently “State of Content Marketing 2016: The Tipping Point”: https://contently.com/strategist/2015/12/17/state-of-content-marketing-2016/ 5) MDG Advertising http://bit.ly/1p5GQGu

Contents Marketing, the New Antidote!

디지털마케팅전문가들의 90%가컨텐츠마케팅의중요성이커질것이라고예측 구매를강요하는컨텐츠가아닌이상, 독자들의 74%는브랜드의교육적컨텐츠를신뢰 Paid Advertising 보다Word-of-mouth에의한세일즈가 2배더높으며, 재방문율이약 37% 높음

관련된메시지전달

소비자참여유도

브랜드인지상승및버즈발생

입소문

배너광고관심증가

67%

63%

62%

48%

43%

마케터들이기존디지털광고방식이아닌컨텐츠마케팅을선택한이유 5)마케터들이뽑은디지털컨텐츠마케팅의장점 4)

1)

2)

3)

http://bit.ly/1fAgPdY

https://contently.com/content-marketing/

https://contently.com/content-marketing

http://onforb.es/1PE17g1

https://contently.com/strategist/2015/12/17/state-of-content-marketing-2016/

http://bit.ly/1p5GQGu


Ⅳ. Tips to Successful Contents Marketing

a. Know Your Target

b. Be Native & Individual

c. Deliver Emotion


Who is Talking?

브랜드의목소리는숨기고

유저가듣고싶어하는

목소리를들려주세요

Know Your Target


인플루언서마케팅, Sponsored Article는브랜드팬이아닌인플루언서, 저명매체의팬들에게브랜드를어필하기위한마케팅전략

타겟이인플루언서& 매체의어떤컨텐츠를소비하기위해컨텐츠를구독하는지분석필요

닌텐도신게임소개비디오16,444회

타겟팅실패사례

세계적인뷰티블로거Michelle Phan은업로드하는비디오마다수백만뷰를달성하는뷰티YouTube Star이지만, 그녀의또다른관심사는비디오게임. 이에일본계비디오게임회사Nintendo는Michelle Phan을이용한 Branded Video 제작하지만Michelle Phan의팔로워들은그녀의뷰티컨텐츠소비하는뷰티관심타겟일뿐, 비디오게임에는무관심Top Class Influencer를활용하였지만 16,444 회조회수만을기록하며대실패

한국방문비디오2,829,466회

Business Insider 발표전세계에서가장높은수익기록한유투브스타 7위

뷰티전문유투버로시작하여현재본인의화장품라인운영중

Michelle Phan

Target Relevance is a Key to Success

Sponsored Article Being Native 사례 인플루언서마케팅실패사례 - Reliance Jio Campaign-Twitter

Be Individual and Native


Contents Should be Native as much as Possible

브랜드는컨텐츠제작시, 인플루언서가그들의구독자를제일잘알고있기때문에컨텐츠아이디어제안및제작중요 브랜드화된컨텐츠는인플루언서프로그램에최대한자연스럽게맞춰져야함

브랜드의목소리가아닌본인이팔로우하는인플루언서, 저명매체의목소리로이야기를들으려는타깃 특성파악필요 브랜드의목소리가너무강하게개입될경우오히려역효과 각인플루언서 or 매체의Tone & Manner를유지할수있는개인화된메시지노출중요

1)

3)

1)

*Sourced Info: 1) Clickz ‘Tips to Nail your next influencer marketing campaign’ http://bit.ly/1QJHadE 2) How to engage in influencer marketing: The controversy and the opportunity http://bit.ly/1Bv5Yiq3) Contently ‘Why The New York Times’ Sponsored Content Is Going Toe-to-Toe With Its Editorial’ http://bit.ly/1R6dXDR 4)Influencer Marketing gone wrong http://bit.ly/1QFQE9F

2)

인도의통신사 Reliance Jio가4G 서비스출시를기념하여Social influencer를활용한Twitter 캠페인진행

다만광고주의트윗에대한강한제지로 여러인플루언서의타임라인에같은글이올라가는현상발생

Sponsored Tweet임이드러나오히려유저들에게조롱받음

4)

T Brand StudioThe Times의인하우스컨텐츠에이전시로광고주에디토리얼전문

기존The Times의기사컨텐츠와비슷하지만광고주를위한기사작성에특화

광고주제작 or 3rd Party 제작사의컨텐츠비하여 3.6배이상Unique Visitor, 5.2배이상Time Spent 기록하는컨텐츠제작

UV Time Spent3rd Party T Brand Studio

매체의특성을잘이해하는기자의자율성활용의중요성

526% 361%

http://bit.ly/1Bv5Yiq

http://bit.ly/1R6dXDR

http://bit.ly/1QFQE9F

Be Individual and Native


Disney Uses Social Media Moms for Content Marketing

*Sourced Info:1) http://www.businessinsider.com/disneys-powerful-marketing-force-social-media-moms-2015-6

약 1,300 여명의Social Media Moms 참여 Social Media Moms중에는가족, 양육, 요리, 여행등다양한주제를다루는블로거들포함 블로거들에게디즈니월드가족여행권지급. 참여블로거들은디즈니컨퍼런스참여외엔자유일정 2015년해당이벤트참여자의트위터팔로워는총 5M정도되며, 한참여자당 27,000여명의팔로워를보유 별도의가이드라인이나대가제시없이, 자유롭게트위터, 블로그등의소셜매체를활용하여디즈니바이럴마케팅유도

28,500 Tweets 88 Blog Posts4,900 Photos

Instagram Blogs한참여자당

27,000 Followers

Twitter

5M Followers

http://www.businessinsider.com/disneys-powerful-marketing-force-social-media-moms-2015-6

Deliver on Emotion


Emotions Make Contents Viral

*Sourced Info:1)Relevance ‘the power of emotion in content marketing’ http://relevance.com/the-power-of-emotion-in-content-marketing/2) KissMetric https://blog.kissmetrics.com/creating-viral-content/

3) The Five Content Archetypes http://bit.ly/19jn7YA 4) Back linko ‘A Data-Driven Guide to Creating Viral Content’ http://backlinko.com/viral-content 5)What do people love to share http://bit.ly/1MSgalK

B2B 마케팅리더의 85%는소비자들과컨텐츠를연결하여 business value를창출해내는데실패함 독자/시청자의감정반응정도에따라Social sharing의정도가달라짐 켈로그는 2014 소치세계장애올림픽을맞이하여#GreatStarts라는캠페인을진행. 그중, 미국장애여성스노보더

Amy Purdy 포함세계유명장애선수들과함께소비자들의감정을자극하는비디오제작

컨텐츠가바이럴하게공유될확률

1)

4)

2)

예시) 켈로그, 2014 소치올림픽Sponsored Content, “Live it Purdy”

3)

Unemotional Emotional

28%

Inspired Laughter Amused Amused

Anger Empathy Surprise Sadness

25% 17% 15% 14%

6% 6% 2% 1%

가장많이공유되는감정 5)

Click to Play

http://relevance.com/the-power-of-emotion-in-content-marketing/

https://blog.kissmetrics.com/creating-viral-content/

http://bit.ly/19jn7YA

http://backlinko.com/viral-content

http://bit.ly/1MSgalK

https://youtu.be/M7LtU_RZLZM

https://youtu.be/M7LtU_RZLZM


Targets will Engage with Your Contents

*Sourced Info: 1) Marketing to Millennials Study Reports http://on.fndgo.us/21vVyIe

53% 연관성

54%간결함53%즐거움51% 웃김48%신선함47% 특별함46% 정보성

If the Contents are…


Ⅴ. Case Study

Case Study_ Samsung and Top YouTubers

ⓒ Copyright All Rights Reserved by JnJ interactive., Ltd*Sourced Info:1) http://mediakix.com/2016/02/youtube-sponsorship-best-samsung-examples/ 2)https://www.youtube.com/watch?v=QjFHv4fZQDc&feature=youtu.be 3) https://www.youtube.com/watch?v=KfSD-pYMdqg&feature=youtu.be

Click To Play

유투버“UnBox Therapy”

4M 채널구독자보유 Youtube에서Unboxing video(제품을직접구매하여 unbox하는모든과정과제품사용경험을공유하는비디오)가유행

예전에비해, 전체적인 unboxing 비디오뷰숫자가 57% 증가 Unboxing 비디오트렌드를활용하여Galaxy S6 홍보

Click To Play

유투버“W2S”

약 6M 채널구독자보유 해당비디오뷰 9.5M 삼성제품의내구성과다양한기능에대해공유 유투버가트램폴린파크에가서삼성의기술만사용하여비디오를제작

2)

3)

http://mediakix.com/2016/02/youtube-sponsorship-best-samsung-examples/

https://www.youtube.com/watch?v=QjFHv4fZQDc&feature=youtu.be

https://www.youtube.com/watch?v=KfSD-pYMdqg&feature=youtu.be

https://www.youtube.com/watch?v=QjFHv4fZQDc

https://www.youtube.com/watch?v=KfSD-pYMdqg

Case Study_ Toyota and Top YouTubers


유투버“Rhett & Link”

미국코미디듀오인 Rhett James McLaughlin and Charles Lincoln "Link" Neal

약 4M의채널구독자보유 Toyota Camry 2015를테스트드라이브하는 2분짜리비디오제작 Rhett&Link의데일리유튜브방송인 “Good Mythical Morning”에Toyota 브랜드가언급된 6개비디오는총 10M뷰달성 (YT only)

추가로 Facebook내 1M 뷰달성 Toyota USA 브랜드채널에서만 74,000뷰달성 Youtube에동영상이공개되기전에티져영상을개인트위터, 인스타그램, 페이스북계정을통해공개

*Sourced Info:1) http://bit.ly/1byXIS9 2) http://bit.ly/1TpPMVD 3) http://huff.to/1Lsxstn

Click To Play

http://bit.ly/1byXIS9

http://bit.ly/1TpPMVD

http://huff.to/1Lsxstn

https://www.youtube.com/watch?v=4UjFWAmDSqE

Case Study_ Netflix with Wired


Netflix와The Wired

The Wired는 1.5M monthly unique 방문자를보유한미국온라인잡지 Netflix가The Wired라는온라인미국잡지에TV Viewing이어떻게변하고있는지에대한글로Sponsored Post 캠페인진행

SNS에 130,955번의공유가일어남 Netflix Sponsored Post광고를본시간은 1.2분 152,311 노출발생

*Sourced Info:1) http://digiday.com/publishers/netflix-native-ad-performed-best/

http://digiday.com/publishers/netflix-native-ad-performed-best/


End of the Document

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