<p><span>2023</span><span>년</span><span> <span> </span>4</span><span>월</span><span> 27</span><span>일</span><span> <span> </span></span><span>마케팅뉴스클리핑</span><span> </span></p><p><span> </span></p><p><span>#0</span></p><p><span>오늘의</span><span>  </span><span>짧은</span><span> </span><span>영어명언</span><span>: </span></p><p><span>Accurst be he that first invented war.</span></p><p><span>전쟁을</span><span> </span><span>처음</span><span> </span><span>생각해낸</span><span> </span><span>자는</span><span> </span><span>저주를</span><span> </span><span>받을지어다</span><span>. - Christopher Marlowe (</span><span>크리스토퍼</span><span> </span><span>말로우</span><span>) [</span><span>영국</span><span> </span><span>시인</span><span>/</span><span>극작가</span><span>, 1564-1593](</span><span>케이모스트제공</span><span>)</span></p><p><span> </span></p><p><span>오늘의</span><span> </span><span>유투브</span><span>: </span></p><p><span>🍀</span><span> </span><span>더</span><span> </span><span>이상</span><span> </span><span>늙지</span><span> </span><span>않습니다</span><span>! </span><span>전</span><span> </span><span>세계</span><span> </span><span>팟캐스트</span><span> 1</span><span>위</span><span> </span><span>스탠포드</span><span> </span><span>뇌과학자가</span><span> </span><span>말하는</span><span> </span><span>늙지</span><span> </span><span>않고</span><span> </span><span>연예인처럼</span><span> </span><span>사는</span><span> </span><span>방법</span><span> | </span><span>앤드류</span><span>후버만</span><span> </span><span>조회수</span><span> 28</span><span>만회</span><span> 3</span><span>주</span><span> </span><span>전</span><span> / </span><span>초월의</span><span> </span><span>숲</span><span>: </span><span>성공의</span><span> </span><span>법칙</span><span>(Forest of Success)1.54</span><span>만</span><span> <a href="https://youtu.be/It3JhlriSD4" target="_top" class="ke-link">https://youtu.be/It3JhlriSD4</a></span></p><p> </p><p><span>#1. 5</span><span>월</span><span> </span><span>광고시장</span><span> </span><span>대기업</span><span> </span><span>견인효과</span></p><p><span>코바코는</span><span> </span><span>다음</span><span> </span><span>달</span><span> </span><span>광고</span><span> </span><span>경기를</span><span> </span><span>전망하는</span><span> </span><span>광고경기전망지수</span><span>(KAI)</span><span>를</span><span> 101.6</span><span>으로</span><span> </span><span>발표했다</span><span>. </span><span>매체별로는</span><span> </span><span>온라인</span><span>·</span><span>모바일</span><span>(102.1), </span><span>케이블</span><span>TV(100.9), </span><span>종합편성채널</span><span> TV(100.9)</span><span>의</span><span> </span><span>광고비가</span><span> </span><span>이달보다</span><span> </span><span>늘</span><span> </span><span>것으로</span><span> </span><span>나타났다</span><span>. </span><span>신차</span><span> </span><span>출시에</span><span> </span><span>따른</span><span> </span><span>자동차</span><span> </span><span>기업들의</span><span> </span><span>광고와</span><span> </span><span>대기업들의</span><span> </span><span>그룹</span><span> </span><span>광고</span><span> </span><span>증가를</span><span> </span><span>그</span><span> </span><span>사유로</span><span> </span><span>꼽았다</span><span>.</span></p><p><span> </span></p><p><span>#2. </span><span>네이버</span><span>, </span><span>신규</span><span> </span><span>광고상품</span><span> '</span><span>커뮤니케이션</span><span> </span><span>애드</span><span>' </span><span>출시</span></p><p><span>'</span><span>마스크에</span><span> </span><span>묻지</span><span> </span><span>않는</span><span> </span><span>선크림</span><span> </span><span>추천해</span><span> </span><span>주세요</span><span>'</span><span>란</span><span> </span><span>글에</span><span> AI</span><span>가</span><span> </span><span>댓글로</span><span> '</span><span>커버력</span><span>·</span><span>지속력이</span><span> </span><span>좋은</span><span> A</span><span>사의</span><span> </span><span>선크림</span><span> </span><span>할인</span><span>'</span><span>이란</span><span> </span><span>광고를</span><span>띄운다</span><span>. </span><span>네이버의</span><span> AI </span><span>하이퍼클로바가</span><span> </span><span>게시글의</span><span> </span><span>문맥을</span><span> </span><span>이해해</span><span> </span><span>맞춤형</span><span> </span><span>광고를</span><span> </span><span>게재하는</span><span> </span><span>것이다</span><span>. </span><span>초거대</span><span> AI</span><span>를</span><span> </span><span>활용한</span><span> </span><span>신개념</span><span> </span><span>광고가</span><span> </span><span>성장이</span><span> </span><span>둔화한</span><span> </span><span>네이버</span><span> </span><span>실적을</span><span> </span><span>견인할지</span><span> </span><span>관심이</span><span> </span><span>쏠린다</span><span>.</span></p><p><span> </span></p><p><span>#3. </span><span>엉터리</span><span> </span><span>리뷰에</span><span> </span><span>이커머스</span><span> '</span><span>진땀</span><span>'</span></p><p><span>이커머스</span><span> </span><span>업계가</span><span> </span><span>리뷰</span><span> </span><span>확보에</span><span> </span><span>열을</span><span> </span><span>올리고</span><span> </span><span>있지만</span><span> </span><span>제품과</span><span> </span><span>관계없는</span><span> </span><span>거짓</span><span> </span><span>리뷰에</span><span> </span><span>골머리를</span><span> </span><span>앓고</span><span> </span><span>있다</span><span>. </span><span>업체들이</span><span> </span><span>사진</span><span> </span><span>리뷰에</span><span> </span><span>적립금을</span><span> </span><span>제공하는</span><span> </span><span>방식으로</span><span> </span><span>리뷰</span><span> </span><span>수를</span><span> </span><span>늘리는</span><span> </span><span>데</span><span> </span><span>집중하고</span><span> </span><span>있다</span><span>. </span><span>하지만</span><span> </span><span>해당</span><span> </span><span>제품과</span><span> </span><span>관련</span><span> </span><span>없는</span><span> </span><span>사진과</span><span> </span><span>영상이</span><span> </span><span>별도의</span><span> </span><span>검토</span><span> </span><span>없이</span><span> </span><span>파일을</span><span> </span><span>올려도</span><span> </span><span>그대로</span><span> </span><span>올라가고</span><span> </span><span>있다</span><span>.</span></p><p><span> </span></p><p><span>#4. </span><span>구글</span><span>, 1</span><span>분기</span><span> </span><span>광고</span><span> </span><span>매출</span><span> </span><span>감소</span></p><p><span>구글이</span><span> </span><span>올해</span><span> 1</span><span>분기</span><span> </span><span>클라우드</span><span> </span><span>부문의</span><span> </span><span>선방</span><span> </span><span>등에</span><span> </span><span>힘입어</span><span> </span><span>예상치를</span><span> </span><span>웃도는</span><span> </span><span>실적을</span><span> </span><span>기록했다</span><span>. </span><span>다만</span><span>, </span><span>핵심</span><span> </span><span>사업인</span><span> </span><span>광고</span><span> </span><span>수익이</span><span>감소세를</span><span> </span><span>지속했다</span><span>. 1</span><span>분기</span><span> </span><span>구글</span><span> </span><span>광고</span><span> </span><span>매출은</span><span> 545</span><span>억</span><span> 5</span><span>천만</span><span> </span><span>달러</span><span>(</span><span>약</span><span> 73</span><span>조</span><span> </span><span>원</span><span>)</span><span>로</span><span> 1</span><span>년</span><span> </span><span>전보다</span><span> 0.2% </span><span>감소했다</span><span>. </span><span>핵심</span><span> </span><span>사업인</span><span>광고</span><span> </span><span>부문</span><span> </span><span>매출이</span><span> </span><span>줄어든</span><span> </span><span>것은</span><span> </span><span>지난해</span><span> 4</span><span>분기에</span><span> </span><span>이어</span><span> 2</span><span>개</span><span> </span><span>분기</span><span> </span><span>연속이다</span><span>.</span></p><p><span> </span></p><p><span>#5. PB </span><span>강화하는</span><span> </span><span>이커머스</span><span>… </span><span>유통가</span><span> PB </span><span>무한경쟁</span><span> </span><span>시대</span><span> </span><span>개막</span></p><p><span>성숙기에</span><span> </span><span>접어든</span><span> </span><span>국내</span><span> </span><span>유통시장에서</span><span> </span><span>질적</span><span> </span><span>성장을</span><span> </span><span>꾀하기</span><span> </span><span>위해</span><span> PB</span><span>상품</span><span> </span><span>개발은</span><span> </span><span>필수가</span><span> </span><span>됐다</span><span>. </span><span>대형마트를</span><span> </span><span>중심으로</span><span> </span><span>형성된</span><span>PB </span><span>시장에</span><span> </span><span>편의점을</span><span> </span><span>비롯해</span><span> </span><span>쿠팡</span><span>·</span><span>컬리</span><span> </span><span>등</span><span> </span><span>이커머스</span><span> </span><span>업체까지</span><span> </span><span>가세하면서</span><span> </span><span>국내</span><span> PB</span><span>시장은</span><span> </span><span>무한경쟁에</span><span> </span><span>돌입했다</span><span>. PB</span><span>사업을</span><span> </span><span>확대하는</span><span> </span><span>데에는</span><span> </span><span>소비침체</span><span> </span><span>영향이</span><span> </span><span>크기</span><span> </span><span>때문이다</span><span>.</span></p><p><span> </span></p><p><span>#6. </span><span>카카오</span><span>·</span><span>네이버</span><span> AI </span><span>서비스명</span><span> </span><span>바꿀까</span></p><p><span>오픈</span><span>AI</span><span>가</span><span> 'GPT'</span><span>를</span><span> </span><span>포함한</span><span> </span><span>자사</span><span> </span><span>인공지능</span><span> </span><span>서비스에</span><span> </span><span>대한</span><span> </span><span>상표권</span><span> </span><span>강화에</span><span> </span><span>나섰다</span><span>. </span><span>카카오</span><span>, </span><span>네이버</span><span> </span><span>등</span><span> </span><span>국내</span><span> IT </span><span>기업도</span><span> GPT</span><span>라는</span><span> </span><span>단어를</span><span> </span><span>포함하는</span><span> AI </span><span>프로젝트를</span><span> </span><span>진행</span><span> </span><span>중인</span><span> </span><span>만큼</span><span> </span><span>관련</span><span> </span><span>서비스명</span><span> </span><span>변경이</span><span> </span><span>불가피할</span><span> </span><span>전망이다</span><span>. </span><span>오픈</span><span>AI</span><span>는</span><span> </span><span>자사</span><span> </span><span>홈페이지를</span><span> </span><span>통해</span><span> </span><span>새로운</span><span> </span><span>브랜드</span><span> </span><span>가이드라인을</span><span> </span><span>공개했다</span><span>.</span></p><p><span> </span></p><p><span>#7. EU, 8</span><span>월부터</span><span> </span><span>유해</span><span> </span><span>콘텐츠</span><span> </span><span>단속</span><span> </span><span>안</span><span> </span><span>하면</span><span> </span><span>과징금</span></p><p><span>EU</span><span>가</span><span> </span><span>허위</span><span> </span><span>정보</span><span> </span><span>및</span><span> </span><span>불법</span><span>·</span><span>유해</span><span> </span><span>콘텐츠</span><span> </span><span>확산을</span><span> </span><span>막기</span><span> </span><span>위해</span><span> </span><span>오는</span><span> 8</span><span>월부터</span><span> </span><span>구글</span><span>·</span><span>트위터</span><span>·</span><span>틱톡</span><span> </span><span>등에</span><span> </span><span>대한</span><span> </span><span>강력</span><span> </span><span>규제에</span><span> </span><span>나선다</span><span>. </span><span>초대형</span><span> </span><span>플랫폼으로</span><span> </span><span>지정된</span><span> </span><span>업체들은</span><span> </span><span>문제성</span><span> </span><span>콘텐츠를</span><span> </span><span>인지하면</span><span> </span><span>신속하게</span><span> </span><span>제거할</span><span> </span><span>수</span><span> </span><span>있도록</span><span> </span><span>관련</span><span> </span><span>시스템</span><span> </span><span>조정</span><span> </span><span>등을</span><span> </span><span>거쳐야</span><span> </span><span>한다</span><span>. </span><span>챗</span><span>GPT </span><span>등</span><span> AI </span><span>기반</span><span> </span><span>정보</span><span> </span><span>유통에</span><span> </span><span>대한</span><span> </span><span>책임도</span><span> </span><span>부과된다</span><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><span> </span></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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