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<p><span> </span></p><p><span>2022</span><span>년</span><span> <span> </span>10</span><span>월</span><span> 28</span><span>일</span><span> <span> </span></span><span>마케팅뉴스클리핑</span><span> </span></p><p> </p><p><span>#0</span></p><p><span>오늘의</span><span> <span> </span></span><span>짧은</span><span> </span><span>영어명언</span><span>: </span></p><p><span>The worst is not So long as we can say This is the worst.</span><span>지금이</span><span> </span><span>최악이</span><span>_William Shakespeare (</span><span>케이모스트제공</span><span>)</span></p><p> </p><p><span>오늘의</span><span> </span><span>유투브</span><span>: </span></p><p><span>🍀</span><span> </span><span>당신의</span><span> </span><span>인생을</span><span> </span><span>바꿔놓을</span><span> </span><span>사람은</span><span> </span><span>이런</span><span> </span><span>사람입니다</span><span> - </span><span>김창옥</span><span> [</span><span>정기강연</span><span> ep.133] [</span><span>책이벤트</span><span>] @</span><span>이금희</span><span> '</span><span>마이금희</span><span>' </span><span>조회수</span><span> 60</span><span>만회</span><span> 8</span><span>일</span><span> </span><span>전</span><span> / </span><span>김창옥</span><span>TV 76.7</span><span>만</span></p><p><span> <a href="https://youtu.be/_QHvRTYiTQc" target="_top" class="ke-link">https://youtu.be/_QHvRTYiTQc</a></span></p><p> </p><p><span>#1. </span><span>메타</span><span>, </span><span>순이익</span><span> </span><span>반토막</span><span>... </span><span>온라인</span><span> </span><span>광고</span><span> </span><span>감소</span><span>·VR </span><span>투자</span><span> </span><span>증가</span><span> </span><span>직격탄</span></p><p><span>소셜미디어</span><span> </span><span>공룡</span><span> </span><span>메타가</span><span> 3</span><span>분기에</span><span> </span><span>온라인</span><span> </span><span>광고시장</span><span> </span><span>경색의</span><span> </span><span>직격탄을</span><span> </span><span>맞았다</span><span>. </span><span>매출은</span><span> </span><span>전년</span><span> </span><span>동기</span><span> </span><span>대비</span><span> 4% </span><span>이상</span><span> </span><span>줄어든</span><span>277</span><span>억</span><span> </span><span>달러로</span><span> </span><span>나타났다</span><span>. </span><span>전분기</span><span> </span><span>대비</span><span> 1% </span><span>줄었다</span><span>. 2</span><span>분기</span><span> </span><span>연속</span><span> </span><span>감소세다</span><span>. </span><span>반면</span><span> </span><span>비용은</span><span> </span><span>같은</span><span> </span><span>기간</span><span> 19% </span><span>증가한</span><span> 221</span><span>억</span><span> </span><span>달러를</span><span> </span><span>기록하며</span><span> </span><span>영업이익은</span><span> 46% </span><span>감소한</span><span> 56</span><span>억</span><span> 6</span><span>천만</span><span> </span><span>달러에</span><span> </span><span>그쳤다</span><span>.</span></p><p><span> </span></p><p> </p><p><span> #2. </span><span>광군제</span><span> </span><span>앞두고</span><span> </span><span>뷰티업계</span><span> </span><span>마케팅</span><span> </span><span>박차</span><span>... </span><span>실적전망은</span><span> '</span><span>흐림</span><span>'</span></p><p><span>다수</span><span> </span><span>업체가</span><span> </span><span>내달</span><span> 11</span><span>일</span><span> </span><span>광군제에</span><span> </span><span>앞서</span><span> </span><span>예약판매에</span><span> </span><span>돌입했다</span><span>. </span><span>하지만</span><span> </span><span>화장품</span><span> </span><span>업계의</span><span> </span><span>마케팅</span><span> </span><span>공세에도</span><span> </span><span>중국</span><span> </span><span>시장</span><span> </span><span>침체로</span><span> </span><span>인해</span><span> </span><span>판매</span><span> </span><span>실적은</span><span> </span><span>다소</span><span> </span><span>흐릴</span><span> </span><span>것이란</span><span> </span><span>전망이</span><span> </span><span>나온다</span><span>. </span><span>중국</span><span> </span><span>정부의</span><span> </span><span>제로코로나</span><span> </span><span>정책과</span><span> </span><span>소규모</span><span> </span><span>봉쇄</span><span> </span><span>조치가</span><span> </span><span>이어지며</span><span> </span><span>소비</span><span> </span><span>심리</span><span> </span><span>위축이</span><span> </span><span>지속돼</span><span> </span><span>광군제</span><span> </span><span>매출은</span><span> </span><span>지난해보다</span><span> </span><span>주춤할</span><span> </span><span>수</span><span> </span><span>있다고</span><span> </span><span>내다봤다</span><span>.</span></p><p><span> </span></p><p> </p><p><span> #3. 207</span><span>만</span><span> </span><span>명</span><span> </span><span>카톡</span><span> </span><span>돌아왔다</span></p><p><span>전</span><span> </span><span>국민을</span><span> </span><span>패닉에</span><span> </span><span>빠뜨린</span><span> '</span><span>카카오</span><span> </span><span>블랙아웃</span><span>' </span><span>사태와</span><span> </span><span>관련해</span><span> </span><span>이용자가</span><span> </span><span>대거</span><span> </span><span>이탈했던</span><span> '</span><span>카톡</span><span> </span><span>엑소더스</span><span>'</span><span>는</span><span> </span><span>일시적인</span><span> </span><span>현상으로</span><span> </span><span>끝난</span><span> </span><span>분위기다</span><span>. </span><span>한때</span><span> </span><span>라인과</span><span> </span><span>텔레그램</span><span> </span><span>등으로</span><span> </span><span>약</span><span> 100</span><span>만</span><span> </span><span>명이</span><span> </span><span>빠져나갔지만</span><span> </span><span>곧바로</span><span> </span><span>다시</span><span> '</span><span>모두가</span><span> </span><span>쓰는</span><span>' </span><span>카카오톡으로</span><span>돌아온</span><span> </span><span>것이다</span><span>.</span></p><p><span> </span></p><p> </p><p><span> #4. </span><span>유명인</span><span> </span><span>무단</span><span> </span><span>사용</span><span> </span><span>딥페이크</span><span> </span><span>광고</span><span> </span><span>등장</span></p><p><span>유명인들을</span><span> </span><span>본인</span><span> </span><span>동의</span><span> </span><span>없이</span><span> </span><span>디지털로</span><span> </span><span>합성한</span><span> </span><span>딥페이크</span><span> </span><span>영상</span><span> </span><span>광고들이</span><span> </span><span>등장했다</span><span>. </span><span>마케팅</span><span> </span><span>업계에서는</span><span> </span><span>유명인의</span><span> </span><span>동의</span><span> </span><span>후</span><span> </span><span>딥페이크를</span><span> </span><span>활용할</span><span> </span><span>경우</span><span> </span><span>실제</span><span> </span><span>출연</span><span> </span><span>없이</span><span> </span><span>제작할</span><span> </span><span>수</span><span> </span><span>있어</span><span> </span><span>비용</span><span> </span><span>절감과</span><span> </span><span>다양한</span><span> </span><span>연출</span><span> </span><span>등의</span><span> </span><span>장점이</span><span> </span><span>있다</span><span>. </span><span>그러나</span><span> </span><span>동의</span><span> </span><span>없이</span><span> </span><span>딥페이크를</span><span> </span><span>사용하면</span><span> </span><span>유명인들의</span><span> </span><span>브랜드나</span><span> </span><span>평판</span><span> </span><span>조작</span><span> </span><span>가능성이</span><span> </span><span>있다</span><span>.</span></p><p><span> </span></p><p> </p><p><span> #5. 2</span><span>조</span><span> </span><span>원어치</span><span> </span><span>푼다</span><span>... </span><span>신세계</span><span> </span><span>쓱데이</span><span>·</span><span>빅스마일데이</span><span> </span><span>첫</span><span> </span><span>동시</span><span> </span><span>진행</span></p><p><span>신세계</span><span> </span><span>그룹의</span><span> 20</span><span>개</span><span> </span><span>계열사가</span><span> </span><span>총출동한</span><span> </span><span>연중</span><span> </span><span>최대</span><span> </span><span>규모의</span><span> </span><span>온</span><span>·</span><span>오프라인</span><span> </span><span>쇼핑</span><span> </span><span>축제가</span><span> 2</span><span>주간</span><span> </span><span>열린다</span><span>. </span><span>올해</span><span> 4</span><span>년</span><span> </span><span>차를</span><span> </span><span>맞은</span><span>'</span><span>쓱데이</span><span>'</span><span>와</span><span> </span><span>지난해</span><span> </span><span>인수를</span><span> </span><span>통해</span><span> </span><span>계열사로</span><span> </span><span>묶인</span><span> G</span><span>마켓</span><span>·</span><span>옥션의</span><span> '</span><span>빅스마일데이</span><span>'</span><span>를</span><span> </span><span>동시에</span><span> </span><span>진행하며</span><span> </span><span>역대</span><span> </span><span>최대</span><span> </span><span>규모의</span><span> </span><span>행사가</span><span>펼쳐질</span><span> </span><span>전망이다</span><span>.</span></p><p><span> </span></p><p> </p><p><span> #6. </span><span>카드업계도</span><span> '</span><span>펫코노미</span><span>' </span><span>홀릭</span><span>... </span><span>마케팅</span><span> </span><span>각축전</span><span> </span><span>치열</span></p><p><span>반려동물을</span><span> </span><span>가족으로</span><span> </span><span>여기는</span><span> '</span><span>펫팸족</span><span>'</span><span>이</span><span> </span><span>증가하면서</span><span> </span><span>이들의</span><span> </span><span>마음을</span><span> </span><span>사로잡기</span><span> </span><span>위한</span><span> </span><span>카드업계</span><span> </span><span>마케팅이</span><span> </span><span>치열해지고</span><span> </span><span>있다</span><span>. </span><span>카드사들은</span><span> </span><span>반료동물</span><span> </span><span>용품</span><span> </span><span>구매</span><span>, </span><span>동물병원</span><span> </span><span>진료비</span><span>, </span><span>보험료</span><span> </span><span>등</span><span> </span><span>다양한</span><span> </span><span>혜택을</span><span> </span><span>선보이고</span><span> </span><span>있다</span><span>. </span><span>최근엔</span><span> </span><span>다른</span><span> </span><span>기업과</span><span> </span><span>협업을</span><span>통해</span><span> </span><span>반려동물</span><span> </span><span>대상</span><span> </span><span>서비스</span><span> </span><span>준비에</span><span> </span><span>나서는</span><span> </span><span>등</span><span> </span><span>행보를</span><span> </span><span>넓히고</span><span> </span><span>있다</span><span>.</span></p><p><span> </span></p><p><span>#7. </span><span>포털</span><span> </span><span>다음</span><span> </span><span>뉴스</span><span> '</span><span>아웃링크</span><span>' </span><span>효과</span><span> </span><span>있었을까</span></p><p><span>포털</span><span> </span><span>다음</span><span> </span><span>뉴스</span><span> </span><span>개편</span><span> </span><span>당시</span><span> </span><span>언론에</span><span> '</span><span>아웃링크</span><span>' </span><span>선택권을</span><span> </span><span>주고</span><span> '</span><span>양질의</span><span> </span><span>뉴스</span><span>'</span><span>를</span><span> </span><span>배열하겠다고</span><span> </span><span>밝혔다</span><span>. </span><span>아웃링크를</span><span> </span><span>채택한</span><span> </span><span>언론사들은</span><span> </span><span>전체적으로</span><span> </span><span>볼</span><span> </span><span>때</span><span> </span><span>안정적이고</span><span>, </span><span>지속적으로</span><span> </span><span>이용자</span><span> </span><span>유입이</span><span> </span><span>증가하고</span><span> </span><span>있다고</span><span> </span><span>설명했다</span><span>. </span><span>구독판</span><span> </span><span>아웃링크를</span><span> </span><span>통해</span><span>사이트로</span><span> </span><span>유입되는</span><span> </span><span>비중이</span><span> 2~3% </span><span>정도</span><span> </span><span>늘어난</span><span> </span><span>효과는</span><span> </span><span>있다고</span><span> </span><span>했다</span><span>.</span></p><p><span> </span></p><p> </p><p><span>출처</span><span>: Kmost company Ltd.</span></p><p><span>http://www.9mihoshop.co.kr</span></p><p> </p><p><span>www.i-boss.co.kr</span></p><p><span>온라인마케팅</span><span> </span><span>포털</span><span>, </span><span>아이보스</span></p>
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2022년 10월 28일 마케팅뉴스클리핑
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22.10.28 08:44
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