KR102557299B1 - A method of creating the right marketing strategy for your users - Google Patents

Abstract

The present invention relates to a method for establishing a marketing strategy suitable for a user to a customized marketing method to a user. According to one embodiment of the present invention, a method for establishing a marketing strategy for a user comprises, by a server: a step of acquiring desired marketing information from a user terminal; a step of determining a first marketing category, which is one category among a plurality of marketing type categories, on the basis of desired marketing type information included in the desired marketing information; a step of determining a marketing concept on the basis of the first marketing category; a step of determining a second marketing category, which is a sub-marketing category of the first marketing category, on the basis of the marketing concept; a step of determining a marketing concept on the basis of the second marketing category; and a step of transmitting a marketing strategy corresponding to the second marketing concept to the user terminal.

Description

{A method of creating the right marketing strategy for your users }

The present invention relates to a method for establishing a marketing strategy suitable for a user.

Online marketing is a form of marketing using the Internet and the web, which means delivering marketing messages to attract customers. Since each medium of online marketing has its strengths and weaknesses, it can be helpful in obtaining the desired publicity effect if it is properly used in a company with sufficient awareness of it.

In line with this, research is being actively conducted to satisfy users' needs through marketing agency methods that meet users' needs. After identifying the needs of the customer base targeted by users, not just user's tendencies, marketing strategies tailored to their needs are being actively pursued. It is necessary to establish.

The present invention can provide a customized marketing method to the user.

A marketing strategy establishment method for a user performed by a server according to an embodiment, comprising: acquiring desired marketing information from a user terminal; determining a first marketing category, which is one of a plurality of marketing type categories, based on desired marketing type information included in the desired marketing information; determining a marketing concept based on the first marketing category; determining a second marketing category that is a lower marketing category of the first marketing category based on the marketing concept; determining a marketing concept based on the second marketing category; and transmitting a marketing strategy corresponding to the second marketing concept to the user terminal.

In the marketing strategy establishment method for a user performed by a server according to an embodiment, the first marketing category includes a B2B advertisement category, a B2C advertisement category, and a C2C advertisement category, and the desired marketing information included in the desired marketing information. Determining a first marketing category that is one of a plurality of marketing type categories based on marketing type information may include the B2B advertisement category, B2C advertisement category, C2C advertisement category, and public agency advertisement based on the desired marketing type information. Determining one of the categories as the first advertisement category; may include.

In the marketing strategy establishment method for a user performed by a server according to an embodiment, the second marketing category includes performance marketing, content marketing, digital marketing, and brand marketing, and the first marketing category is based on the marketing concept. Determining a second marketing category, which is a lower marketing category of the marketing category, may include determining one of the performance marketing, the content marketing, the digital marketing, and the brand marketing as a second marketing category based on the marketing concept. step; may be included.

In the marketing strategy establishment method for a user performed by a server according to an embodiment, the desired marketing information includes desired marketing budget information, and the performance marketing, the content marketing, and the digital marketing are based on a first external server. and acquiring a plurality of marketing method information and a plurality of marketing ratio information corresponding to each of the brand marketing, wherein determining a marketing concept based on the second marketing category comprises the desired marketing budget. Determining the marketing concept based on information, a plurality of marketing method information corresponding to each of the performance marketing, the content marketing, the digital marketing, and the brand marketing, and the plurality of marketing ratio information.

In the marketing strategy establishment method for a user performed by a server according to an embodiment, a plurality of marketing method information corresponding to the desired marketing budget information, the performance marketing, the content marketing, the digital marketing, and the brand marketing, respectively. And the step of determining the marketing concept based on the plurality of marketing ratio information, the desired marketing budget information, the performance marketing, the content marketing, a plurality of marketing method information corresponding to each of the digital marketing and the brand marketing, and deriving an appropriate marketing means ratio and budget based on the plurality of marketing ratio information; and determining the marketing concept based on the suitable marketing means ratio and budget.

The present invention can improve the user's satisfaction by establishing a marketing strategy suitable for the user's needs.

The present invention can improve the user's satisfaction by establishing a marketing strategy in consideration of the user's target customer group.

BRIEF DESCRIPTION OF THE DRAWINGS The accompanying drawings, which are included as part of the detailed description to aid understanding of the various embodiments, provide various embodiments and, together with the detailed description, describe technical features of the various embodiments.
1 is a diagram illustrating an operation of a processor according to an embodiment.
2 is a diagram illustrating an operation of a server according to an embodiment.
3 is a diagram illustrating an operation of transmitting a marketing strategy to a user terminal according to an embodiment.
4 is a diagram illustrating an operation of determining a marketing concept according to an embodiment.
5 is a diagram illustrating an operation of deriving a suitable marketing means ratio and budget and determining a marketing concept according to an embodiment.
6 is a diagram illustrating an operation of transmitting information on a marketing concept to a user terminal according to an embodiment.

Since the present invention can make various changes and have various embodiments, specific embodiments will be illustrated in the drawings and described in detail in the detailed description. However, this is not intended to limit the present invention to specific embodiments, and should be understood to include all modifications, equivalents, and substitutes included in the spirit and scope of the present invention. Like reference numerals have been used for like elements throughout the description of each figure.

Terms such as first, second, A, and B may be used to describe various components, but the components should not be limited by the terms. These terms are only used for the purpose of distinguishing one component from another. For example, a first element may be termed a second element, and similarly, a second element may be termed a first element, without departing from the scope of the present invention. The term “and/or” includes any combination of a plurality of related recited items or any one of a plurality of related recited items.

It is understood that when an element is referred to as being "connected" or "connected" to another element, it may be directly connected or connected to the other element, but other elements may exist in the middle. It should be. On the other hand, when an element is referred to as “directly connected” or “directly connected” to another element, it should be understood that no other element exists in the middle.

Terms used in this application are only used to describe specific embodiments, and are not intended to limit the present invention. Singular expressions include plural expressions unless the context clearly dictates otherwise. In this application, the terms "include" or "have" are intended to designate that there is a feature, number, step, operation, component, part, or combination thereof described in the specification, but one or more other features It should be understood that the presence or addition of numbers, steps, operations, components, parts, or combinations thereof is not precluded.

Unless defined otherwise, all terms used herein, including technical or scientific terms, have the same meaning as commonly understood by one of ordinary skill in the art to which the present invention belongs. Terms such as those defined in commonly used dictionaries should be interpreted as having a meaning consistent with the meaning in the context of the related art, and unless explicitly defined in the present application, they should not be interpreted in an ideal or excessively formal meaning. don't

Hereinafter, with reference to the accompanying drawings, preferred embodiments of the present invention will be described in more detail. In order to facilitate overall understanding in the description of the present invention, the same reference numerals are used for the same components in the drawings, and redundant descriptions of the same components are omitted.

1 is a diagram illustrating an operation of a processor belonging to a server 1 according to an embodiment. Referring to FIG. 1 in detail, at least one processor 110 is a central processing unit (CPU), a graphics processing unit (GPU), or a dedicated method for performing methods according to embodiments of the present invention. may mean a processor of Each of the memory 120 and the storage device 160 may include at least one of a volatile storage medium and a non-volatile storage medium. For example, the memory 120 may be one of a read only memory (ROM) and a random access memory (RAM), and the storage device 160 may be a flash-memory. , a hard disk drive (HDD), a solid state drive (SSD), or various memory cards (eg, a micro SD card).

In addition, the server 1 may include a transceiver 130 that may be included in the server and perform communication through a wireless network. In addition, the server 1 may further include an input interface device 140 , an output interface device 150 , a storage device 160 , and the like. Each component included in the server 1 is connected by a bus 170 to communicate with each other.

2 is a diagram illustrating an operation of a server according to an embodiment. 3 is a diagram illustrating an operation of transmitting a marketing strategy to a user terminal according to an embodiment.

Referring to FIGS. 2 and 3 in detail, the server may obtain desired marketing information from the user terminal. Desired marketing information may include desired marketing type information, budget information that is information about a budget available for marketing, and the like.

A first marketing category, which is one of a plurality of marketing type categories, may be determined based on desired marketing type information included in the desired marketing information, and a first marketing category, which is a lower marketing category of the first marketing category, may be determined based on the marketing concept. 2 Marketing categories can be determined. The server may determine a marketing concept based on the second marketing category, and may transmit a marketing strategy corresponding to the second marketing concept to the user terminal.

In this case, the first marketing category includes a B2B advertisement category, a B2C advertisement category, and a C2C advertisement category;

The server may determine one of the B2B advertisement category, the B2C advertisement category, the C2C advertisement category, and the public institution advertisement category as the first advertisement category based on the desired marketing type information.

Here, B2B is business-to-business company-to-business marketing, B2C business-to-customer marketing is business-to-consumer marketing, and customer-to-customer marketing is marketing to general consumers-to-consumer marketing. . In this case, determining the first advertisement category may include information on the demand layer and the supply layer based on the content of the target layer included in the advertisement content included in the advertisement desired information.

The second marketing category may include performance marketing, content marketing, digital marketing, and brand marketing, and based on the marketing concept, one category of the performance marketing, the content marketing, the digital marketing, and the brand marketing is selected as the second marketing category. You can decide by category.

Performance marketing can refer to a method of making marketing decisions to optimize performance based on data. Content marketing refers to uploading music, videos, etc. to social media or advertiser websites to improve brand image. can indicate

Digital marketing can refer to marketing that affects the flow of exposure > perception > exploration > conversion/purchase > becoming a fan by being involved in the digitalized consumer's journey using information and communication technology.

Brand marketing can refer to marketing that promotes a company's products and services by emphasizing the overall brand.

After obtaining the desired marketing concept information from the user terminal, the server may determine a second marketing category as a subcategory in a state in which the first marketing category is determined through this. In this case, desired marketing concept information may be input, and one of four categories may be selected based on the corresponding information.

The server 1 may transmit and receive signals with the first external server 2 and the second external server 3, and the server may acquire desired marketing information and determine a first marketing category (301). , The second marketing category may be determined (302), the marketing concept may be determined (303), and the marketing strategy may be transmitted to the user terminal (304).

4 is a diagram illustrating an operation of determining a marketing concept according to an embodiment.

Referring to FIG. 4 in detail, the desired marketing information includes desired marketing budget information, and the server provides a plurality of marketing methods corresponding to each of the performance marketing, the content marketing, the digital marketing, and the brand marketing based on a first external server. Information and the plurality of marketing ratio information may be obtained, and the desired marketing budget information, the performance marketing, the content marketing, the digital marketing, and the plurality of marketing method information corresponding to the brand marketing, respectively, and the plurality of marketing ratio information Based on this, the marketing concept can be determined.

At this time, the server acquires the plurality of marketing method information and the plurality of marketing ratio information corresponding to each of the performance marketing, the content marketing, the digital marketing, and the brand marketing from the first external server, and then obtains the plurality of marketing methods and the plurality of marketing ratio information. It is possible to obtain marketing ratio and cost information when performing a plurality of marketing, respectively, and when performing a plurality of marketing, respectively, at a rate when performing a plurality of marketing based on the information and desired marketing budget information A cost corresponding to the cost information may be input and finally set to match the desired marketing budget information. Multiple marketing methods include marketing through SNS advertisements such as Instagram, marketing through influencers on SNS, online portal site keyword marketing such as Naver, online portal advertisement marketing such as Naver, offline marketing, and portal site banner advertisement marketing. It may include, and at this time, information on a plurality of marketing methods suitable for each of the second marketing categories and information on a ratio suitable for a plurality of suitable marketing methods may be obtained. In addition, cost information for each of the plurality of marketing methods may be obtained. In one embodiment, as a plurality of marketing methods corresponding to a specific second marketing category, marketing through SNS advertisements such as Instagram, marketing through influencers on SNS, and online portal site keyword marketing such as Naver are suitable marketing methods. After obtaining information on each cost, the corresponding ratio may be selected as 3:3:4 in terms of budget distribution.

The server may acquire a plurality of marketing method information and a plurality of marketing ratio information (401), and may determine a marketing concept (402).

5 is a diagram illustrating an operation of deriving a suitable marketing means ratio and budget and determining a marketing concept according to an embodiment.

Referring to FIG. 5 in detail, the server performs suitable marketing based on desired marketing budget information, a plurality of marketing method information corresponding to each of the performance marketing, the content marketing, the digital marketing, and the brand marketing, and the plurality of marketing ratio information. A means ratio and budget may be derived, and the marketing concept may be determined based on the suitable marketing means ratio and budget. At this time, the marketing concept may indicate that the cost is derived according to the marketing means ratio and budget, and may indicate that information on which marketing method is to be used is included. That is, information on how a specific marketing method among performance marketing, content marketing, digital marketing, and brandy marketing is used, how much each budget is used, and how much each ratio is.

At this time, deriving a suitable marketing means ratio may derive a comprehensive numerical value based on a plurality of marketing method information and a plurality of marketing ratio information, and then derive an appropriate marketing means ratio based on the comprehensive numerical value. At this time, the overall value may be based on the following formula. In this case, the comprehensive numerical value may be derived corresponding to each of the plurality of marketing methods, and the appropriate marketing means ratio may be derived according to the ratio of the size of each comprehensive numerical value.

Pc represents a comprehensive numerical value corresponding to the c-th marketing method, Wc represents a ratio corresponding to the c-th marketing method in a plurality of marketing ratio information, and Hc represents a weight input through the user terminal. represents an expected effect value corresponding to the c-th marketing method.

In this case, the expected effect value corresponding to the marketing method represents an effect value against marketing cost, and may be derived through the number of cases per click or the number per exposure in one embodiment.

The expected effect value may represent the number of cases per click or number of impressions * weight value set by the user * cost required to conduct the corresponding marketing. In this case, the number of clicks relative to the total number of clicks may represent the ratio of the number of actually moving to the homepage or product purchase site per click. At this time, in the case of marketing in the form of moving directly to the homepage or site by clicking, a value of 1 may be substituted. The number per impression may represent a ratio of the number of actual clicks to the number of impressions to the user.

The cost required to carry out the corresponding marketing may represent the cost required to expose a specific advertisement for a specific period.

In addition, the server may obtain MBTI information from the second external server, and may derive an existing expected effect value according to the MBTI type based on the MBTI information. That is, the values of the number of impressions and the number of clicks per MBTI may be obtained, and an expected effect value may be derived according to the corresponding values, and the server may obtain MBTI ratio information corresponding to each marketing from a third external server. After deriving the existing expected effect value corresponding to each MBTI according to each MBTI ratio, it is possible to derive a comprehensive value for each MBTI. That is, A value reflecting the MBTI ratio can be substituted into .

The server may derive a suitable marketing means ratio and budget (501), and may determine a marketing concept (502).

6 is a diagram illustrating an operation of transmitting information on a marketing concept to a user terminal according to an embodiment.

Referring to FIG. 6 in detail, the server 1 may transmit information on the finally determined marketing concept to the user terminal 10 .

The server may also transmit information on expected effect values related to the marketing concept when transmitting information on the marketing concept to the user terminal.

The user terminal includes a communicable desktop computer, a laptop computer, a notebook, a smart phone, a tablet PC, a mobile phone, and a smart watch. ), smart glass, e-book reader, portable multimedia player (PMP), portable game machine, navigation device, digital camera, digital multimedia broadcasting (DMB) player, digital voice recorder audio recorder), a digital audio player, a digital video recorder, a digital video player, and a personal digital assistant (PDA).

When using machine learning days, deep learning models can be used and can be performed using machine learning models. In this case, the learning data set may include various information obtained from various external servers as a learning data set, and a supervised learning method may be used. In this case, the deep learning model module may use a deep neural network (DNN) algorithm. Without being limited to those described, Convolutional Neural Network (CNN), Recurrent Neural Network (RNN), Restricted Boltzmann Machine (RBM), Deep Belief Network (DBN) algorithms It can be used, and since each algorithm is a well-known technology, a description thereof will be omitted.

The methods according to the present invention may be implemented in the form of program instructions that can be executed by various computer means and recorded on a computer readable medium. Computer readable media may include program instructions, data files, data structures, etc. alone or in combination. Program instructions recorded on a computer readable medium may be specially designed and configured for the present invention or may be known and usable to those skilled in computer software.

Examples of computer readable media may include hardware devices specially configured to store and execute program instructions, such as ROM, RAM, flash memory, and the like. Examples of program instructions may include not only machine language codes generated by a compiler but also high-level language codes that can be executed by a computer using an interpreter and the like. The hardware device described above may be configured to operate with at least one software module to perform the operations of the present invention, and vice versa.

In addition, the above-described method or device may be implemented by combining all or some of its components or functions, or may be implemented separately.

Although the above has been described with reference to preferred embodiments of the present invention, those skilled in the art will variously modify and change the present invention within the scope not departing from the spirit and scope of the present invention described in the claims below. You will understand that it can be done.

The methods according to the present invention may be implemented in the form of program instructions that can be executed by various computer means and recorded on a computer readable medium. Computer readable media may include program instructions, data files, data structures, etc. alone or in combination. Program instructions recorded on a computer readable medium may be specially designed and configured for the present invention or may be known and usable to those skilled in computer software.

Examples of computer readable media may include hardware devices specially configured to store and execute program instructions, such as ROM, RAM, flash memory, and the like. Examples of program instructions may include not only machine language codes generated by a compiler but also high-level language codes that can be executed by a computer using an interpreter and the like. The hardware device described above may be configured to operate with at least one software module to perform the operations of the present invention, and vice versa.

In addition, the above-described method or device may be implemented by combining all or some of its components or functions, or may be implemented separately.

Although the above has been described with reference to preferred embodiments of the present invention, those skilled in the art will variously modify and change the present invention within the scope not departing from the spirit and scope of the present invention described in the claims below. You will understand that it can be done.

1: server

Claims (5)

In the method of establishing a marketing strategy for a user performed by a server,
obtaining desired marketing information from a user terminal;
determining a first marketing category, which is one of a plurality of marketing type categories, based on desired marketing type information included in the desired marketing information;
determining a second marketing category that is a lower marketing category of the first marketing category based on desired marketing concept information included in desired marketing information; and
determining a marketing concept based on the second marketing category;
Transmitting a marketing strategy corresponding to the second marketing concept to the user terminal;
The first marketing category includes a B2B advertisement category, a B2C advertisement category, and a C2C advertisement category;
The step of determining the first marketing category, which is one of a plurality of marketing type categories, based on the desired marketing type information included in the desired marketing information,
Determining one of the B2B advertisement category, the B2C advertisement category, the C2C advertisement category, and the public institution advertisement category as the first marketing category based on the desired marketing type information;
The second marketing category includes performance marketing, content marketing, digital marketing, and brand marketing;
Determining a second marketing category, which is a lower marketing category of the first marketing category, based on the marketing concept,
determining one of the performance marketing, the content marketing, the digital marketing, and the brand marketing category as a second marketing category based on the marketing concept, wherein the desired marketing information includes desired marketing budget information; ,
Acquiring a plurality of marketing method information and the plurality of marketing ratio information corresponding to each of the performance marketing, the content marketing, the digital marketing, and the brand marketing from a first external server; Further comprising,
Determining a marketing concept based on the second marketing category,
Determining the marketing concept based on the desired marketing budget information, the performance marketing, the content marketing, the digital marketing, and the plurality of marketing method information corresponding to the brand marketing, respectively, and the plurality of marketing ratio information. How to establish a marketing strategy for users who do. According to claim 1,
Determining the marketing concept based on the desired marketing budget information, the performance marketing, the content marketing, the digital marketing, and the plurality of marketing method information corresponding to the brand marketing, respectively, and the plurality of marketing ratio information,
Deriving an appropriate marketing means ratio and budget based on the desired marketing budget information, the performance marketing, the content marketing, a plurality of marketing method information corresponding to each of the digital marketing and the brand marketing, and the plurality of marketing ratio information ;
A method for establishing a marketing strategy for a user including; determining the marketing concept based on the appropriate marketing means ratio and budget. delete delete delete