KR102631930B1 - Method for providing marketing solution - Google Patents

Abstract

According to an embodiment of the present invention, a method for providing a marketing solution by a server includes the steps of: (a) receiving information about the advertiser's past advertising history and information about the advertised product from the advertiser's terminal; (b) first filtering influencers who have the number of subscribers or followers greater than a first value and whose advertising cost is less than or equal to a second value among influencers belonging to the same group as the category to which the advertised product belongs; and (c) providing information on primary filtered influencers to the advertiser terminal. A method of providing a marketing solution is provided.

Description

{METHOD FOR PROVIDING MARKETING SOLUTION}

The present invention relates to a method of providing a marketing solution.

In the early Internet development market, there were personal media influencers called power bloggers, and now, as the Internet usage environment has changed from PC to mobile, there are numerous influencers in various media (Facebook, Instagram, YouTube, Twitter). They are active.

Meanwhile, in order for advertisers to request advertisements from influencers, they had to go directly to various media, check the contents of the influencers, and identify influencers that were suitable for them, which was a problem that required a lot of time and manpower.

Therefore, recently, technology has emerged to connect advertisers with appropriate influencers.

However, this prior art involves receiving an advertisement request from an advertiser, receiving necessary information from the advertiser (advertiser's business field, product or service targeted by the advertisement, form or method of advertisement desired by the advertiser, etc.), and then receiving the information provided. Connect advertisers and influencers by searching for influencers using .

However, the conventional method was limited to simply extracting famous influencers based on the number of subscribers among influencers belonging to the product category for which the advertiser requested advertising.

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 influencers with a higher than average number of subscribers or followers and a lower than average advertising cost as a primary candidate group, so that advertisers can advertise effectively at low cost.

The purpose of the present invention is to assign a higher score to influencers whose advertising frequency is similar to that of the advertiser and whose advertising media is similar to the advertiser's past advertising media, thereby extracting influencers that actively reflect the advertiser's tastes and preferences. To make it possible.

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

According to one embodiment of the present invention for achieving the above-described purpose, the server, as a method for providing a marketing solution, (a) receives the advertiser's past advertising history information and information about the advertised product from the advertiser's terminal. step; (b) first filtering influencers who have the number of subscribers or followers greater than a first value and whose advertising cost is less than or equal to a second value among influencers belonging to the same group as the category to which the advertised product belongs; and (c) providing information on primary filtered influencers to the advertiser terminal. A method of providing a marketing solution is provided.

The first value may be the average of the number of subscribers or followers of the influencer who receives the average advertising amount, and the second value may be the average advertising amount of the influencers.

In step (c), for each primary filtered influencer, a weight proportional to the ratio of the number of subscribers or followers matching the advertising target of the product to be advertised is applied to the number of subscribers or followers, and the advertising cost is assigning a score by adding up inversely proportional values; And it may include providing information on a preset number of influencers in order of the highest score to the advertiser terminal. .

According to one embodiment of the present invention, influencers with a higher than average number of subscribers or followers and a lower than average advertising cost are provided as the primary candidate group, allowing advertisers to advertise effectively at low cost.

According to one embodiment of the present invention, a higher score is given to an influencer whose advertising frequency is similar to that of the advertiser and whose advertising medium is similar to the advertiser's past advertising media, thereby actively reflecting the advertiser's tastes and preferences. Luance extraction becomes possible.

1 is a diagram showing the configuration of a marketing solution providing system according to an embodiment of the present invention.

The detailed description of the present invention described below refers to the accompanying drawings, which show by way of example specific embodiments in which the present 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 are different from one another but are not necessarily mutually exclusive. For example, specific shapes, structures and characteristics described herein with respect to one embodiment may be implemented in other embodiments without departing from the spirit and scope of the invention. Additionally, it should be understood that the location or arrangement of individual components within each disclosed embodiment may be changed without departing from the spirit and scope of the invention. Accordingly, the detailed description that follows is not intended to be taken in a limiting sense, and the scope of the invention is limited only by the appended claims, together with all equivalents to what those claims assert, if properly described. Similar reference numbers in the drawings refer to identical or similar functions across various aspects.

Hereinafter, preferred embodiments of the present invention will be described in detail with reference to the attached drawings in order to enable those skilled in the art to easily practice the present invention.

1 is a diagram showing the configuration of a marketing solution providing system according to an embodiment of the present invention.

Referring to FIG. 1, a system according to an embodiment of the present invention may be configured to include an advertiser terminal 100 and a server 200.

The advertiser terminal 100 and the server 200 are connected to a mutual communication network, for example, a mobile communication network, a local area network (LAN), a metropolitan area network (MAN), and a wide area network (WAN). ), World Wide Web (WWW), and wireless communication network (WiFi: Wireless Fidelity).

The advertiser terminal 100 has a computing function and may be implemented in any form as long as it is a device capable of communicating with the outside. For example, it may be implemented in a smartphone, tablet PC, desktop, laptop, PDA, etc., but is not limited thereto.

The advertiser terminal 100 may transmit marketing request information to the server 200. This marketing request information may include information on the product being advertised.

After receiving information about the product targeted for advertising from the advertiser terminal 100, the server 200 may extract influencers optimized for its marketing and provide the information to the advertiser terminal 100.

The server 200 may include an advertisement request receiving unit 210, a first candidate group providing unit 220, and a final candidate group providing unit 230.

The advertisement request receiving unit 210, the first candidate group providing unit 220, and the final candidate group providing unit 230 may be program modules or hardware capable of communicating with an external device. These program modules or hardware may be included in the server 200 or other devices capable of communicating therewith in the form of operating systems, application modules, and other program modules, and may be physically stored in various known storage devices. Meanwhile, such program modules or hardware include, but are not limited to, routines, subroutines, programs, objects, components, data structures, etc. that perform specific tasks or execute specific abstract data types according to the present invention.

The advertisement request receiving unit 210 may receive advertiser information and advertisement target product information from the advertiser terminal 100.

Here, advertiser information may be information needed to match advertisers with influencers. Advertiser information and advertised product information may be transmitted directly from the advertiser terminal 100 to the server 200, but may also be information that the server 200 collects and analyzes on its own. For example, it may include information crawled through a website operated by the advertiser. Additionally, advertiser information may include products sold by the advertiser, services provided by the advertiser, advertising history of the advertiser, business field of the advertiser, etc.

Additionally, as advertiser information, the advertiser's advertising history information can be received. This information may be obtained by storing information about each advertiser and advertisement request information in the server 200, or may be obtained from information directly input by the advertiser through the advertiser terminal 100.

Advertising history information includes the frequency and cycle of advertisements, type of advertisement (SNS, blog, print advertisement, etc.), advertising medium through which the advertisement was performed (YouTube, Facebook, Instagram, etc.), and category where the advertisement was performed ( food, music, entertainment, food, broadcasting, cosmetics, etc.), content promotion method (indirect product exposure, product-centered content), content production method (creation by influencers, content creation and provision by advertisers), etc. It can be included.

Additionally, keyword information about the product being advertised can be additionally received.

The primary candidate group provision unit 220 initially selects the influencer candidate group based on advertiser information and advertising target product information.

Various influencers may have their own fields of activity. For example, there may be influencers who belong to the “exercise” group and influencers who belong to the “food” group, and information about each of these groups and the influencers who belong to those groups can be stored in the database. It may be angry.

The primary candidate group provision unit 220 may search for influencers whose number of subscribers or followers is greater than or equal to a first value and whose advertising cost is less than or equal to a second value among influencers belonging to the same group as the category of the product being advertised. there is.

For example, the first value may be the average number of subscribers or followers of an influencer who receives the industry average amount when producing advertising content, and the second value may be a preset amount or the industry average advertising amount.

In other words, the primary candidate group providing unit 220 can filter influencers whose advertising amount is lower than the average number of subscribers or followers of influencers who receive the industry average amount.

In addition, other filtering conditions may be added, for example, an advertisement whose ratio of the number of subscribers or followers matching the information on the main advertising target of the advertiser's product (age group, gender, region of residence, etc.) is greater than or equal to a preset value. Only rumors can be filtered.

The primary candidate group provider 220 applies a weight proportional to the ratio of the number of subscribers or followers matching the advertising target to the number of subscribers or followers for the influencers filtered by the above method, and the advertising cost. A score is given by adding up inversely proportional values, and a preset number of influencers in descending order of score can be provided to the advertiser terminal 100 as a primary candidate group.

That is, the score (P1) of each influencer can be calculated using the following equation.

In the above equation, S is the number of subscribers or followers of the influencer, C is the advertising cost of the influencer, and k1 and k2 are constants. In addition, α is a value proportional to the ratio of the number of subscribers or followers matching the advertising target group of the product being advertised to the total number of subscribers or followers of the influencer.

In response to a request from the advertiser terminal 100, the final candidate group providing unit 230 targets influencers filtered by the primary candidate group providing unit 220, and the advertising frequency is similar to the advertiser's past advertising frequency, The advertising medium performs the function of secondary filtering of influencers that are the same as the advertiser's past advertising media.

According to one embodiment, a score (P2) expressed by the following equation may be additionally calculated for the first filtered influencers.

In the above equation, P1 is the score given to each influencer by the primary candidate group provider 220, and β is proportional to the similarity between the advertisement frequency of each influencer and the past advertisement frequency of the advertiser who requested the advertisement. This is the value. For example, if the advertiser's advertising cycle is 200 times a month, the β value can be set larger as the advertising performance cycle of each influencer is similar to this. In addition, γ is a value set higher as each influencer's advertising medium is ranked higher in the ranking of the number of advertisements for each advertising medium in the past of the advertiser. For example, if an advertiser had conducted advertisements through YouTube 100 times in the past, advertisements through Instagram 70 times, and advertisements through Facebook 30 times, Influencer A whose advertising medium was YouTube When calculating the P2 value for , a higher γ value may be given than when calculating the P2 value for influencer B, whose advertising medium is Facebook.

The final candidate group providing unit 230 calculates the P2 score for the influencers first filtered in this way, and provides information on a preset number of influencers in order of highest score to the advertiser terminal 100. to provide.

The advertiser can select one or more influencers from the information, the final candidate group provision unit 230 provides information on how to communicate with the selected influencer, and the advertiser's target product is sent to the influencer. Information exchange services can be provided so that advertisements can be made by

According to one embodiment, influencers with a higher than average number of subscribers or followers and a lower than average advertising cost are provided as primary candidates, allowing advertisers to advertise effectively at low cost.

According to one embodiment, an influencer whose advertising frequency is similar to that of the advertiser and whose advertising medium is similar to the advertiser's past advertising media is given a higher score, thereby extracting influencers that actively reflect the advertiser's tastes and preferences. This becomes possible.

The description of the present invention described above 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 features of the present invention. will be. Therefore, the embodiments described above should be understood in all respects as illustrative and not restrictive. For example, each component described as single may be implemented in a distributed manner, and similarly, components described as distributed may also be implemented in a combined form.

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

100: Advertiser terminal
200: server
210: Advertising request receiver
220: First candidate group provision department
230: Final candidate group provision department

Claims (3)

As a method for the server to provide a marketing solution,
(a) receiving the advertiser's past advertising history information and information on the advertised product from the advertiser's terminal;
(b) A step of first filtering influencers who have the number of subscribers or followers greater than a first value and whose advertising cost is less than or equal to a second value among influencers belonging to the same group as the category to which the product to be advertised belongs, First filtering a preset number of influencers in the order of the highest score (P1) according to the equation; and

(In the above equation, S is the number of subscribers or followers of the influencer, C is the advertising cost of the influencer, k1, k2 are constants, and α is the advertising target group of the product to be advertised relative to the total number of subscribers or followers of the influencer. (It is a value proportional to the ratio of the number of subscribers or followers that matches)
(c) calculating a score (P2) expressed by the following equation for the first filtered influencers;

(In the above equation, P1 is a value proportional to the number of subscribers or followers of the influencer and inversely proportional to the advertising cost, β is a value proportional to the similarity between the influencer's advertising frequency and the advertiser's past advertising frequency, and γ is The value is set higher as the influencer's advertising medium ranks higher in the ranking of the number of advertisements for each advertising medium in the advertiser's past.)
(d) A method of providing a marketing solution, including providing information on a preset number of influencers in descending order of the score (P2) to the advertiser terminal. According to paragraph 1,
The first value is the average of the number of subscribers or followers of the influencer who receives the average advertising amount, and the second value is the average advertising amount of the influencers. delete