KR20250009156A - Reaction ytpe platform for providing b2b customized contents marketing - Google Patents

Abstract

According to an embodiment of the present invention, a system providing a platform for providing a customized marketing strategy to an advertiser is provided, the system including: a questionnaire registration unit for registering a questionnaire about brand information for establishing a marketing strategy for the advertiser's brand, the questionnaire being created by industry type; a questionnaire response collection unit for collecting responses to the questionnaire from an advertiser's terminal; a brand evaluation unit for generating evaluation data of the brand based on the brand information collected from the advertiser's response; and a strategy data provision unit for providing marketing strategy data for the brand created based on the brand information and the evaluation data acquired from the advertiser's response.

Description

{REACTION YTPE PLATFORM FOR PROVIDING B2B CUSTOMIZED CONTENTS MARKETING}

The present invention relates to a responsive platform for providing B2B customized content marketing.

Due to recent improvements in the performance of mobile devices and the rapid development of wireless network technology, mobile devices are increasingly being used for a variety of purposes beyond the simple use of telephones, and the number of services that can be received through mobile devices, such as games, music, movies, and securities services, is also gradually increasing.

In addition, with the technological development and expansion of wired and wireless communication networks, various online marketing activities are being carried out based on wired and wireless communication networks.

Marketing refers to activities related to distributing products or services to consumers, and can include various activities such as market research, demand forecasting, product development, establishing sales channels, advertising for sales promotion, and publicity.

In particular, online marketing services are implemented in the form of sending advertisements through online media, promoting events for sales promotion, issuing coupons for sales promotion, etc., and these are sent to each individual user through message services such as SMS (Short Message Service), MMS (Multimedia Messaging Service), LMS (Long Messaging Service), IM (Instant Messenger), or email services, or displaying advertisement pages to an unspecified number of users by opening banner advertisements on Internet portal sites that provide Internet search services, or displaying product pages of sellers who have paid advertising fees with priority when providing keyword search results on online shopping sites or Internet search sites.

In the case of advertisers with offline sales stores, they mainly use methods such as messaging services or email services to deliver marketing information such as advertisements and coupons to each user. However, since they do not have a separate online-based marketing platform, marketing is limited to customers who signed up through offline stores, and there is no way to effectively receive feedback on customers' responses to marketing.

In particular, in a situation where the focus of services has shifted from existing Internet-based services to mobile services using portable user terminal devices such as smartphones, there are many difficulties in providing mobile-based marketing services to the majority of offline store-based sellers through portable user terminal devices.

The purpose of the present invention is to solve the problems of the prior art described above.

The purpose of the present invention is to provide a responsive platform that automatically assigns project teams to provide customized marketing solutions based on requests from corporate clients.

The purpose of the present invention is to provide an automatic matching method that takes into account keyword selection, channel-specific operation period, amount, content production method, etc. for efficient matching of corporate client company's image and marketing team.

The purpose of the present invention is to enable the creation and upload of content and establishment of a marketing strategy predicting results based on user information (industry field, product/service features, etc.), SNS channels or provided data, user search volume data by channel, consumer response data by channel, etc.

The purpose of the present invention is to enable a decision on whether to distribute content based on analysis of consumer response by marketing channel and time zone, and to collect consumer response, KPI, exposure, etc., so that they can be utilized in establishing future marketing strategies.

The purpose of the present invention is to provide a page that can be checked by both corporate clients and project teams by visually providing the result data of a project operated through a responsive platform.

The purposes of the present invention are not limited to those mentioned above, and other purposes not mentioned will be clearly understood from the description below.

According to one embodiment of the present invention for achieving the above-described purpose, a system for providing a platform for providing a customized marketing strategy to an advertiser is provided, the system including: a questionnaire registration unit for registering a questionnaire about brand information for establishing a marketing strategy for the advertiser's brand, which is created by industry type; a questionnaire response collection unit for collecting response contents to the questionnaire from an advertiser's terminal; a brand evaluation unit for generating evaluation data of the brand based on the brand information collected from the response contents of the advertiser; and a strategy data provision unit for providing marketing strategy data for the brand created based on the brand information and the evaluation data acquired from the response contents of the advertiser.

In one embodiment, a responsive platform may be provided that automatically assigns project teams to provide customized marketing solutions based on requests from corporate clients.

According to one embodiment, an automatic matching method can be provided that takes into account keyword selection, channel-specific operation period, amount, content production method, etc. for efficient matching of corporate client company's image and marketing team.

According to one embodiment, content can be created and uploaded, and a marketing strategy can be established based on user information (industry, product/service features, etc.), SNS channels or provided data, user search volume data by channel, consumer response data by channel, etc.

According to one embodiment, it is possible to determine whether to distribute content based on analysis of consumer response by marketing channel and time zone, and to collect consumer response, KPI, exposure, etc. and utilize them in establishing future marketing strategies.

The purpose of the present invention is to provide a page that can be checked by both corporate clients and project teams by visually providing the result data of a project operated through a responsive platform.

FIG. 1 is a diagram showing the configuration of a platform system for providing customized content marketing according to one embodiment of the present invention.

The detailed description of the present invention set forth below refers to the accompanying drawings which illustrate specific embodiments in which the invention may be practiced. These embodiments are described in sufficient detail to enable those skilled in the art to practice the invention. It should be understood that the various embodiments of the present invention, while different from one another, are not necessarily mutually exclusive. For example, specific shapes, structures, and features described herein may be implemented in other embodiments without departing from the spirit and scope of the invention. It should also be understood that the positions or arrangements of individual components within each disclosed embodiment may be changed without departing from the spirit and scope of the invention. Accordingly, the following detailed description is not intended to be limiting, and the scope of the invention is defined only by the appended claims, along with the full scope of equivalents to which such claims are entitled, if any. Like reference numerals in the drawings designate the same or similar functionality throughout the several aspects.

Hereinafter, preferred embodiments of the present invention will be described in detail so that a person having ordinary skill in the art to which the present invention pertains can easily practice the present invention.

FIG. 1 is a diagram showing the configuration of a platform system for providing customized content marketing according to one embodiment of the present invention.

Referring to FIG. 1, the marketing strategy provision system (100) can be connected to multiple advertiser terminals (300A, 300B, ?? 300N) through a network. In addition, the marketing strategy provision system (100) can be equipped with multiple web applications (200A, 200B, ?? 200N) corresponding to each advertiser.

The first advertiser terminal (300A) can access the marketing strategy provision system (100) through the first web application (200A). The second advertiser terminal (300B) can access the marketing strategy provision system (100) through the second web application (200B). The third advertiser terminal (300C) can access the marketing strategy provision system (100) through the third web application (200B). The Nth advertiser terminal (300N) can access the marketing strategy provision system (100) through the Nth web application (200N).

In the embodiment of Fig. 1, the marketing strategy providing system (100) is exemplified as having multiple web applications (200A, 200B, ??200N) corresponding to each advertiser, but in another embodiment, the marketing strategy providing system (100) may be configured to have multiple mobile applications corresponding to each advertiser.

FIG. 2 is a block diagram illustrating the configuration of a marketing strategy provision system (100) according to one embodiment of the present invention.

Referring to FIG. 2, the marketing strategy provision system (100) may include a questionnaire registration unit (10), a questionnaire response collection unit (20), a brand evaluation unit (30), a strategy data provision unit (40), and a marketing strategy reflection unit (50).

The questionnaire registration unit (10) can receive and register questionnaires written by experts. The questionnaire is a questionnaire about brand information for establishing a marketing strategy for the advertiser's brand. The questionnaire can be written differently for each industry. For example, in cases where the industries are different, such as hospitals, law offices/law firms, accounting offices/accounting firms, etc., the brand information about the advertiser's brand is different, so a marketing expert can write a questionnaire suitable for each industry and register it in the questionnaire registration unit (10).

In one embodiment, the questionnaire may include questionnaire items regarding (1) career information regarding the advertiser's resume, awards, press releases, broadcast appearances, and academic papers, (2) flagship product/service information regarding the advertiser's flagship product or service that the advertiser wishes to highlight through marketing, (3) competitor information regarding the target company that is a competitor or role model, (4) point product or service information that is competitive compared to the competitor, (5) avoidance advertising information regarding undesirable advertising, (6) storytelling information including the advertiser's story that motivated the advertiser to start a business and memorable stories from the business, and (7) advantage information regarding the advantages of the advertiser's product or service.

For example, if the advertiser operates a hospital, the questionnaire may include questions about the director’s profile (career, specialist, years of practice, number of treatments, etc.), awards, media coverage in medical newspapers, and appearances on medical specialty channels. In addition, the questionnaire may include questions about the reason for naming the hospital, specialties that the advertiser wishes to highlight, main treatment subjects, procedures for main treatment subjects, and names of specialized equipment for main treatments.

Additionally, the questionnaire may include questions regarding the names of other hospitals that the hospital director considers to be the most competitive or role models. Competitors or role models may be limited to hospitals located geographically adjacent to the advertiser's hospital.

In addition, the questionnaire may include questions about the procedures that the hospital director is most confident in, their advantages, specific procedure methods, procedure sequences, treatment periods, etc. In addition, the questionnaire may include questions about the procedures that the hospital director hopes will increase the number of patients, their advantages, specific procedure methods, procedure sequences, treatment periods, etc. The questionnaire may include questions about things that the hospital director wants to avoid when advertising (e.g., price exposure, events, actual photos of the hospital director, unwanted treatment subjects, etc.).

In addition, the questionnaire may include questions about the reasons why the hospital director chose the doctor, the reasons why the specialist was selected, and the impressive treatment experience as a doctor. The questionnaire may include questions about the advantages of the hospital's treatment, treatment methods, interior, and services.

The survey response collection unit (20) can collect the response contents to the questionnaire from the advertiser's terminal. When the advertiser's terminal connects to the marketing strategy system (100), the questionnaire registered in the questionnaire registration unit (10) can be displayed. When the advertiser inputs the response contents to the questionnaire items written in the questionnaire through the terminal, the survey response collection unit (20) can collect the response contents received through the advertiser's terminal.

The brand evaluation unit (30) can generate brand evaluation data based on brand information collected from the advertiser's responses to the questionnaire. The brand evaluation unit (30) can generate brand preference data, brand navigation data, regional promotion score data, continuous management score data, competitor comparison analysis data, and inflow statistics data.

The brand preference data generated by the brand evaluation department (30) may include a brand strategy index indicating the degree to which the advertiser's brand is differentiated from other brands, a brand utilization index indicating the degree to which the brand's existing marketing strategy is being utilized, a brand statistics index indicating statistics on marketing experts' preferences for the brand, and a brand update index indicating the degree to which the brand's marketing and advertising are updated.

The brand navigation data generated by the brand evaluation department (30) may include a value indicating the degree of ease of access by customers who have encountered the advertiser's brand through multiple access paths including blogs, cafes, images, videos, power links, news, places, mobile, homepages, YouTube, Twitter, and Facebook related to the brand.

The regional promotion score data generated by the brand evaluation department (30) may include a value indicating the regional promotion level of the brand based on search results obtained by searching multiple target regions of the advertiser's brand with multiple keywords.

The continuous management score data generated by the brand evaluation department (30) may include a value indicating the degree to which the brand's promotional activities for multiple media are continuously maintained.

Competitor comparative analysis data generated by the brand evaluation department (30) may analyze the promotional activities of multiple competitors of the advertiser's brand and include values indicating the relative activity level of the advertiser's brand compared to the competitors.

The inflow statistics data generated by the brand evaluation department (30) may include visitor statistics indicating the extent of inflow through the homepage and map of the advertiser's brand and values indicating customer inquiry statistics through multiple media.

The strategic data provision unit (40) can provide marketing strategy data for the brand created based on brand information obtained from responses to the advertiser's questionnaire and evaluation data produced by the brand evaluation unit (30). The marketing strategy data for the brand can include the advertiser's brand's business goals, name, main products and services, brand slogan, and brand advantage enhancement strategy.

The marketing strategy data provided by the strategy data provider (40) can be created through a 15-step process including a vision setting stage, a goal setting stage, a name determination stage, a main product selection stage, a competitor extraction stage, a positioning stage, a detailed strategy setting stage, an entry barrier setting stage, a story writing stage, a slogan writing stage, a distribution stage, a final marketing strategy confirmation stage, an advertisement distribution stage, a verification advertisement determination stage, and an update stage.

In one embodiment, marketing strategy data can be generated by performing morphological analysis, syntactic analysis, semantic analysis, and pragmatic analysis on the contents of the questionnaire items, the advertiser's responses to the questionnaire, and the evaluation data produced by the brand evaluation unit (30) using big data analysis and a deep learning machine using natural language processing.

In another embodiment, big data analysis using Natural Language Processing and marketing strategy data generated by a deep learning machine can be modified and provided by a marketing expert.

In the vision setting stage of the first stage, the final goal for the advertiser's brand can be set. In the goal setting stage of the second stage, short-term goals for the brand for one month, mid-term goals for one year, and long-term goals for five years can be set. In the name determination stage of the third stage, the name of the brand and the names of detailed products/services can be decided. In the main product selection stage of the fourth stage, the main product/service of the brand can be selected. In the competitor extraction stage of the fifth stage, competitors for the main product/service of the brand can be extracted.

In the positioning stage of Step 6, the target position of the brand can be set by market analysis related to the brand's main products/services. In the detailed strategy setting stage of Step 7, the brand's market advantage strategy and strength strengthening strategy can be set. In the entry barrier setting stage of Step 8, a plan to introduce a new system as an entry barrier for the advertiser's brand that differentiates it from competitors' brands can be reviewed. In the story writing stage of Step 9, a story about the advertiser's brand can be written for use in marketing. In the slogan writing stage of Step 10, a marketing slogan can be written for each of the advertiser's brand and main products/services.

In the distribution stage of Step 11, the draft marketing strategy derived from Steps 1 to 10 may be distributed to multiple experts. In the final marketing strategy confirmation stage of Step 12, the final marketing strategy may be confirmed by reflecting the opinions collected from multiple experts on the draft marketing strategy distributed from Step 11 to the draft marketing strategy derived from Steps 1 to 10. In the advertisement distribution stage of Step 13, advertisements created based on the final marketing strategy may be distributed. In the verification advertisement determination stage of Step 14, the advertising effect of the distributed advertisements is analyzed, and a verification advertisement showing an advertising effect higher than a set threshold may be determined based on the analysis results. In the update stage of Step 15, the marketing strategy created based on Steps 1 to 14 may be reanalyzed at regular intervals to provide an updated marketing strategy.

The strategic data provider (40) can store a log of the update date and update contents of the marketing strategy. The advertiser can easily identify the change contents and change date from the first marketing strategy to the final marketing strategy through the update log stored by the strategic data provider (40).

The marketing strategy reflection unit (50) can convert the marketing strategy data provided by the strategy data provision unit (40) into a marketing plan including a visual statistical graph, and reflect the contents of the converted marketing plan on the homepage for the advertiser's brand. In one embodiment, if the homepage for the advertiser's brand contains the goals, advantages, characteristics, and founding story of the corresponding brand, the marketing strategy reflection unit (50) can update the goals, advantages, characteristics, and founding story of the corresponding brand included in the marketing strategy data provided by the strategy data provision unit (40). When updating the homepage, the marketing strategy reflection unit (50) can apply the text size, font, and color of the content to be the same as the existing text size, font, and color.

The above marketing strategy may include a process of deciding whether to distribute content based on analysis of consumer response by marketing channel and time zone. In addition, it may collect consumer response, KPI, exposure, etc. to be used in establishing future marketing strategies, and provide a page that both corporate clients and project teams can check by providing visible results data from projects operated through a responsive platform.

The above description of the present invention is for illustrative purposes, and those skilled in the art will understand that the present invention can be easily modified into other specific forms without changing the technical idea or essential characteristics of the present invention. Therefore, it should be understood that the embodiments described above are exemplary in all respects and not restrictive. For example, each component described as a single component may be implemented in a distributed manner, and likewise, components described as distributed may be implemented in a combined form.

The scope of the present invention is indicated by the claims described below, and all changes or modifications derived from the meaning and scope of the claims and their equivalent concepts should be interpreted as being included in the scope of the present invention.

Claims (1)

As a platform providing system for providing customized marketing strategies to advertisers,
A questionnaire register that is created by industry and registers questionnaires on brand information for establishing marketing strategies for advertisers'brands;
A survey response collection unit that collects responses to the above survey from the advertiser's terminal;
A brand evaluation unit that generates evaluation data of the brand based on the brand information collected from the advertiser's response; and
A system including a strategy data provision unit that provides marketing strategy data for the brand created based on the brand information and the evaluation data obtained from the advertiser's response.