• International journal of advanced smart convergence
• /
• 제12권4호
• /
• pp.300-305
• /
• 2023

This thesis is a study of content development utilizing media outlets to date through digital humans. The trend of global content is that the video content industry, including the character business, is growing. Lil Michela, who was selected as one of the 25 most influential people on the Internet by Time magazine in 2018, Nasua, who appeared in a SK Telecom commercial, and Rosie, who appeared in a Shinhan Bank commercial, are representative. Digital humans, which are driving new content, are computer-generated human characters with various characteristics and are referred to as virtual humans, metahumans, and cyber humans. With the rise of the metaverse after COVID-19, digital humans are being utilized in various forms such as media and marketing as an element of visual content. In the form of media, we can see that the boundaries between the offline and digital worlds are converging, and in the form of marketing, we can see that digital humans connect consumers and products more naturally. In the form of interaction, it is possible to achieve two-way communication through various methods of operation, and through these factors, it is possible to go beyond behavioral communication in the form of memorialization to emotional communication through AI technology. What can be seen through these processes is that through the currently developing digital human production methods and AI functions, not only experts but also non-experts can create quality contents, and new directions of contents will appear, and contents that can provide immediate feedback by bringing consumers and creators closer together have been studied.

• 한국콘텐츠학회논문지
• /
• 제8권7호
• /
• pp.93-102
• /
• 2008

점차 유비쿼터스 환경이 도래함에 따라 여러 분야에서 많은 변화가 일어나고 있다. 축제를 알리기 위한 홍보 영역에서도 역시 변화의 필요성을 느끼면서 기존의 종이나 웹을 기반으로 하는 홍보전략보다 유비쿼터스 환경에 적절한 적극적인 방안에 대한 연구가 증가하고 있다. 본문은 모바일 장치인 PDA와 2차원 바코드인 QR코드를 기반으로 한 축제를 위한 유비쿼터스형 팜플렛의 개발을 목표로 한다. 본 논문에서는 PDA를 통해 제공할 팜플렛 콘텐츠로 국내 우수 축제 중에 하나인 제주 정월대보름 들불축제(이하 제주들불축제)를 채택한다. 본 논문에서 제안하는 u-팜플렛에서 제공하는 콘텐츠는 도내 외 관광객이 제주들불축제 행사장을 방문할 때, 유비쿼터스적으로 행사장에 있는 QR코드를 PDA에서 구동되는 디코더로 인식한 축제 정보와 직접 PDA에 저장된 제주들불축제에 관한 디지털 콘텐츠를 의미한다. 또한, 본 논문에서 제안한 u-팜플렛을 전시한 후, 전시회를 방문한 방문객을 중심으로 설문을 실시한 후, u-팜플렛의 필요성, 활용성, 기술 및 장애 요인에 대해 분석해본다.

• 한국IT서비스학회지
• /
• 제8권4호
• /
• pp.75-86
• /
• 2009

Unlike physical products, the distribution of digital content has involved many participants in all distribution phases from providers to consumers. The longer the distribution channel for services is, or the more participants that take part in it, the more the added value of the content increases. Consequently, the customer usefulness has been maximized. In order to enhance the values of digital content, it is utterly urgent to implement a service infrastructure that could be shared by all participants along the distribution path. Digital content is distributed from a creator to a final user through complex value chain stages. All the participants along the value chain exchange information about copyrights, marketing, and contents themselves, through the distribution channel. Recently, the more the distributed Information Technology environment has been widely used, the more the necessity of an identifier for digital content has been increased. In this paper, we examine the current status of the Korean distribution market of digital content, identify necessary distribution services of digital content, and establish a systematic roadmap to implement these services.

• International journal of advanced smart convergence
• /
• 제11권3호
• /
• pp.72-78
• /
• 2022

The aim of this research is to improve the effectiveness of digital media advertising because current advertisements -in digital signage - indiscriminately appeals to the general public rather than to a specific target. In order to deliver efficient and customized advertisement information, an IoT human body detection sensor mounted on digital signage detected human faces and then classified them firstly by gender. The digital signage here is a smart digital signage that can analyze facial signals, discriminate them based on patterns, and apply the extracted data by displaying the corresponding information to the user. In addition, by identifying the customer's location approaching the smart digital signage and displaying the optimized content information for the customer's location through an algorithm, the digital signage can dramatize the advertisement Thus, this is a study meant forimproving information efficiency while reducing noise and driving power waste generated from unnecessary digital information reproduction.

• International Journal of Computer Science & Network Security
• /
• 제22권5호
• /
• pp.154-162
• /
• 2022

Digital marketing tools are actively used in managing the development of park and recreation complexes to familiarize the population with the objects of natural heritage. This article aims to empirically evaluate digital marketing tools for popularizing the park and recreational complexes. The methodology was based on the concept of ecosystem value of park and recreation complexes as a natural heritage site. These methods included: identifying and selecting websites with information about park and recreation complexes in Slovakia and Ukraine. structural analysis of the main channels of online details about natural parks. Assessing the current state of online identity of the studied sites from the perspective of Internet users. The results indicate that to manage the development of park and recreational complexes developed their driven official websites in the Internet space, on which sections structure the information with the allocation of data on tourism and recreational potential. The article identifies additional digital marketing tools for managing the development of park and recreation complexes, particularly social networks and tourist websites. There is a sufficient amount of information about tourist recreation sites within these natural parks and tourist routes. Among the main problems of the websites: the information on the websites is entirely textual, there is a lack of sufficient data on social networks, despite the created official pages, there is no video content, which was more attracted tourists and visitors, allowing a visual assessment of the tourist potential; there is a problem of many communication channels to present the natural heritage of the countries. The research proves that the website is the primary and most common digital marketing tool for natural heritage, structuring information about tourism potential and recreation.

• International journal of advanced smart convergence
• /
• 제13권2호
• /
• pp.166-171
• /
• 2024

Recently, there has been an increasing trend in the role of social media in tourism marketing. We analyze changes in tourism marketing trends using tourism marketing keywords through social media networks. The aim is to understand marketing trends based on the analyzed data and effectively create, maintain, and manage customers, as well as efficiently supply tourism products. Data was collected using web data from platforms such as Naver, Google, and Daum through TexTom. The data collection period was set for one year, from December 1, 2022, to December 1, 2023. The collected data, after undergoing refinement, was analyzed as keyword networks based on frequency analysis results. Network visualization and CONCOR analysis were conducted using the Ucinet program. The top words in frequency were 'tourists,' 'promotion,' 'travel,' and 'research.' Clusters were categorized into four: tourism field, tourism products, marketing, and motivation for visits. Through this, it was confirmed that tourism marketing is being conducted in various tourism sectors such as MICE, medical tourism, and conventions. Utilizing digital marketing via online platforms, tourism products are promoted to tourists, and unique tourism products are developed to increase city branding and tourism demand through integrated tourism content. We identify trends in tourism marketing, providing tourists with a positive image and contributing to the activation of local tourism.

• 디지털융복합연구
• /
• 제16권10호
• /
• pp.427-436
• /
• 2018

기업들이 온라인 마케팅 채널로 SNS를 이용하고 있으며 나아가 소셜을 통한 고객관계관리(소셜CRM)의 영역으로 발전시키고 있는 추세이다. 이처럼 사회 전반적으로 소셜 미디어를 통한 기업들의 마케팅이 활발한 상황이지만 국내 어학 브랜드들의 소셜 미디어 마케팅 활동은 브랜드 특성에 따라 상이한 상태이다. 본 연구는 소셜 미디어 마케팅 활동의 구성 요소 중 정보성, 콘텐츠 적합성, 최신성이 브랜드 자산과 구매의도에 미치는 영향을 분석 하였다. 연구 결과 첫째, 소셜 미디어 마케팅 활동의 구성 요소들은 브랜드 자산에 유의한 영향을 미치며 그 영향력은 최신성, 콘텐츠 적합성, 정보성 순이었다. 둘째, 브랜드 자산과 소비자 구매의도에서도 유의한 영향관계가 있으며, 자녀유무에 따라 구매의도에 영향을 미치는 것으로 확인되었다. 본 연구의 결과는 어학원 소셜 미디어 마케팅에 관한 기초 연구 자료로 활용 될 수 있을 것이며 어학원 소셜 미디어 마케팅에 관한 학술적인 자료가 충분하지 않은 현 상황에서 향후 후속 연구에 이론적인 방향성을 제시할 수 있을 것이다.

• 유통과학연구
• /
• 제20권6호
• /
• pp.21-32
• /
• 2022

Purpose: This study aims to test the influence of brand relationship, price, content, brand awareness, and electronic Word-Of-Mouth (eWOM) on willingness to pay for the subscription fee of Disney+ Hotstar. As the latest streaming service provider in Indonesia, Disney + Hotstar under Disney Media and Entertainment Distribution has actively conducted strategies to strengthen the brand and attract consumers. Research design, data and methodology: Structural Equation Modelling with WarpPLS approach was used to assess the proposed model gathering data from 316 people who have ever known about Disney+ Hotstar through an online survey using measurement items from previous literature. Results: Most responses were obtained from millennial generations. Findings demonstrated that brand relationships, price, content, and brand awareness positively influenced willingness to pay for the subscription fee whereas eWOM showed a negative and insignificant influence on the willingness to pay for the subscription fee. Conclusions: The most significant factor towards willingness to pay a for subscription fee is price, followed by brand awareness, brand relationship, and content. The result of this study may be used as a guide for professionals in the streaming service industry to better implement their strategies in influencing people to have the willingness to subscribe.

• 커뮤니케이션디자인학연구
• /
• 제55권
• /
• pp.240-249
• /
• 2016

본 논문은 디지털 미디어의 마케팅적 활용에 따른 소비자가 경험하는 체험에 대한 사례 연구이다. 최근 다양한 매체들의 융합으로 새로운 콘텐츠들이 가능해지고 있다. 디지털 세상에서 새로운 콘텐츠들로 소비자들에게 접근하는 것은 선택이 아닌 필수인 상황에서 다양한 디지털 미디어를 활용하여 소비자에게 새로운 영향을 주어야 한다. 최근 소비자들은 수동적으로 전달받는 것이 아닌 직접 능동적으로 참여하는 방식을 선호하고 있기에 디지털 미디어를 활용하여 소비자의 체험을 극대화할 필요가 있다. 이에 본 연구에서는 디지털 미디어를 마케팅적으로 활용한 소비자 체험 활용에 대한 사례들을 살펴보고 체험 마케팅적인 측면에서 사례 분석을 진행한다. 번 슈미트(Bernd H. Schmitt)가 제시한 체험 마케팅의 다섯 가지 요소들과 디지털 미디어적 요소들을 어떻게 복합적으로 이용하였는지를 확인해본다. 뷰티 브랜드에서 활용하고 있는 디지털 마케팅의 사례 중 다양한 체험 요소를 갖고 있으며 대중적으로도 잘 알려진 로레알의 Make-up Genius, 입생로랑 뷰티의 Google Glass Tutorials 그리고 버버리 뷰티박스의 Digital Runway Bar를 중심으로 연구를 진행하였다. 이를 사례 표본으로 하여 번 슈미트의 전략적 체험 모듈인 감각(Sense), 감성(Feel), 인지(Think), 행동(Act), 그리고 관계(Relate)를 기준으로 유료 미디어(paid media), 자발적 확산 미디어(earned media), 기업 소유 미디어(owned media)의 3가지로 분류하였다. 사례를 통해 AR(Augmented Reality) 기술을 활용하여 사진 촬영 및 주변 공유, 제품의 구매까지 서비스들이 유기적으로 연결되어 다양한 고객 체험이 하나의 서비스를 이루도록 하거나 구글 글라스를 활용하여 기존의 일회성 이벤트에서 고객 맞춤형 콘텐츠로 서비스의 성격이 진화하는 등 디지털 미디어 기술과 디지털 미디어의 마케팅적 요소들의 복합적 활용으로 감각, 감성, 인지, 행동, 관계의 다양한 고객 체험을 이끌어 내고 있음을 확인할 수 있었다. 이처럼 각 사례들이 어떤 디지털 미디어를 활용하였고 체험 마케팅의 요소들을 어떻게 복합적으로 이용하였는지를 확인해보는 과정을 통해 현재의 디지털 마케팅을 이해하고 향후 효율적인 디지털 마케팅을 연구하기 위한 초석으로 삼을 수 있을 것이라는 점에서 본 연구의 의의가 있다.

• 한국의상디자인학회지
• /
• 제25권2호
• /
• pp.17-29
• /
• 2023

The digital environment, which has been rapidly developing since the beginning of the 21^st century, has become more specific due to COVID-19, and marketing strategies are rapidly changing to suit purchasing activities of Generation MZ, whose online purchases are becoming the center of their lives. A public relations agency is generally responsible for all aspects of making a client's product or service visible to the public through various forms of media. Among them, a company that performs only fashion-related tasks is called a "fashion PR agency". Now, the fashion industry is also centered on the e-commerce environment, and various digital marketing strategies have been developed and directly related to sales. This study examined the current status of online media and digital marketing, analyzes the aspects of fashion brand promotion strategies and methods in the e-commerce era, focusing on the work of fashion PR agencies, and suggests the direction of new online and offline promotion methods based on marketing and technological aspects. As a result of the study, first, theories on strategies for online media and digital marketing were examined, and found that the amount of online promotion has recently increased and become more specialized. Second, this study examines the concept of fashion PR agencies and analyzed their main tasks through interviews with fashion PR professionals. Third, based on successful online fashion promotion cases, the study analyzed fashion promotion strategies and methods that are being integrated online and offline in the e-commerce era. The main methods included SNS strategy, content strategy, performance strategy, influencer strategy, and event strategy, and it is suggested that integrated management is necessary for consistent brand image management, and an IMC (Integrated Marketing Communication) strategy, which intensively manages all strategies, should be employed.