8th Advanced Computing ConferenceSeoul, Sep 12Lotte Hotel Jamsilhttps://www.facebook.com/events/486878934675027/p

Digital Marketing Trendsg gJanghyuk Lee

Associate Professor, Korea University Business School

http://biz.korea.ac.kr/professor/jangleeTwitter: janglee11

Digital Marketing Trendsg g

Rise of mobile InternetM lti h l i t ti i tiMulti-channel interactive communicationTheme preemptionTarget marketingTarget marketing

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Rise of Mobile Internet

Unlike traditional media Internet provides following advantages:T i tiTwo-way communicationMultiple contents (text, voice, video)User participation (e.g., community, forum)Easy transfer of information (e.g., post scrap)

Mobile internet outperforms fixed internet throughInstant usage (e g always on between tasks)Instant usage (e.g., always on, between tasks)Context based customized service (e.g., location info)Ubiquitous coverage

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Rise of Mobile InternetVolkswagen GTI 2010g

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Rise of Mobile InternetWatching YouTube via Mobile Deviceg

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Multi-channel Interactive CommunicationScuderia Ferrari

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Multi-channel Interactive CommunicationOld Spice ‘Your Man Could Smell Like’p

Number of videos made: 180+Number of videos made: 180+Number of video views: 5.9 millionNumber of comments: 22,500

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Theme Pre-emptionp

Nike ‘True City’City guide of 6 major citiesIn 1 month of campaign, Google

search 1.3M, App D/L 140K ( # )(iTunes store #1 in Europe)

Smirnoff ‘Night Life Exchange’g g

Where were you?Unique experiences from 14 countries

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Offering invitation to other countries’ events

Target MarketingMobile Coupon: iButterflyp y

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Target Marketing Finding Influentials: Vacuum cleanerg

Bob Vila @BobVila• Active professional blogger• Active professional blogger• www.bobvila.com• 1,141,439 followers• Based in New York

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Target Marketing Finding Influentials: Vacuum cleanerg

Adam Montoya @SeaNanners• Video games cooling wine• Video games, cooling, wine • www.youtube.com/seananners• 248,262 followers• Based in Los Angelesg

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Target Marketing User Clusteringg

STMS clusters involved users based on the frequency of communication.It ll li t t d t l t ifi t t k tiIt allows our client to conduct cluster specific target marketing.

Cluster size (914,981 users)

Top influentials

Cluster specific topics

Tweets generated by cluster members

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Target Marketing Tactics to Handle Influentials: Engadget (Ultrabook)g g ( )

Follower A (440,273): top 1% very popular userT eet # D (521) 37 t eets/da h per acti e

A: DescriptiveTweet # D (521): 37 tweets/day hyper active professional user Following/follower ratio A (0.000136): extremely ego centric user who do listen to only some other

Psv

40.0

ego centric user who do listen to only some other usersInfluencer index (‘inf’) A (94.0): extremely influential user in a given community

B: Usage pattern

Retweet rate (‘psv’) A (40): user who transfer 4 out of 10 tweets in generalUsage hour B: very regular 24 hours a day C: Generated tweetsoverall a weekMentioned topics DUser influencers E

D: Topic keywordsEngadget could be influenced by Tim_Stevens, DanaWollman, es_engadget

D: Topic keywords

E: Indirect Influencers

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Recommendation!

Being mobile!M bili lti l h l !Mobilize multiple channels!Create a unique compelling theme!Leverage network-based razor thin targeting!Leverage network based razor thin targeting!

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