KR20230063039A - Method and apparatus for providing online marketing platform service - Google Patents

Abstract

The online marketing platform service may provide viral marketing for advertisement targets and, at the same time, provide sales solutions to advertisers by using information related to viral marketing.

Description

Online marketing platform service providing method and device {METHOD AND APPARATUS FOR PROVIDING ONLINE MARKETING PLATFORM SERVICE}

The present invention relates to a method and apparatus for providing an online marketing platform service, and more particularly, to a method for providing a solution through viral marketing and consumer analysis for an advertisement target.

Viral marketing is a new marketing phenomenon that spreads rapidly like a virus to consumers who are networked like a spider's web through social media. Viral marketing is content that consumers find themselves and voluntarily spread to friends and acquaintances. Recently, in accordance with the purchasing propensity of users who follow influential influencers on social media platforms, vendors request advertisement setting registration on social media platforms, and influencers post posts related to the product. In other words, viral marketing, in which users view posts and visit vendors to purchase them, is on the rise. However, e-commerce through existing viral marketing has problems in that it is difficult for sellers to access or commission influential social media platforms, and there is a problem of poor advertising efficiency because storytelling cannot be properly conveyed to users.

An object of the present invention for solving the above problems is to provide an online marketing platform service providing method.

Another object of the present invention to solve the above problems is to provide an online marketing platform service providing device.

A method for providing an online marketing platform service according to an embodiment of the present invention for achieving the above object includes obtaining information on an advertisement target from an advertiser's terminal, and a plurality of influencers (based on the information on the advertisement target) determining a first influencer among influencers), transmitting information about the advertisement target to the first influencer's terminal, and receiving upload completion information from the first influencer's terminal , Deriving a first post related to the advertisement target uploaded by the first influencer in the platform in which the first influencer is active, a keyword corresponding to a hash tag of the first post When is searched on at least one portal site, requesting registration of the keyword as a search advertisement keyword on the at least one portal site so that the advertisement target is exposed as a search result, and based on the information about the upload of the first posting It may include generating compensation information for the first influencer.

Here, the step of determining the first influencer among the plurality of influencers based on the information about the advertisement target includes the most-viewed gender information and the most-viewed posts of each of the plurality of influencers. extracting at least one primary candidate influencer from among the plurality of influencers based on target gender information and target age group information included in one age group information and information on the advertisement target; Extracting at least one secondary candidate influencer among the primary candidate influencers who has a history of uploading a post about a product of the same category as the advertisement target in previous posts, and the at least one secondary candidate influencer Among the influencers, the influencer with the highest average number of views of at least one post uploaded from the present to the second past time period before the first period from the present to the second past time period before the second period from the present is selected as the first influencer. It may include determining as an influencer.

Here, the step of generating compensation information for the first influencer based on the information on the upload of the first post includes extracting the first upload time when the first post was uploaded, the first influencer Extracting a second upload time point of a second post uploaded after the first posting by the first influencer in the platform in which the first influencer is active, the first influencer in the platform in which the first influencer is active Extracting a third upload time point of a third post uploaded next to the second post by a Leuancer and a first period between the first upload time and the second upload time, the second upload time and the second upload time. Compensation of the first influencer based on the second period between the third upload time, the first number of views of the second posting at the second upload time point, and the second number of views of the first post at the third upload time point It may include generating information.

Here, deriving a second influencer corresponding to information representing a specific user included in the content and comments of the first post among the plurality of influencers, in the platform where the second influencer is active Determining whether there is a fourth posting about the advertisement target uploaded by the second influencer, and if the fourth posting exists, adding a first influencer based on the number of views of the fourth posting Generating compensation information may be further included.

An apparatus for providing an online marketing platform service according to another embodiment of the present specification for achieving the above object includes a processor and a memory for storing at least one command executed by the processor, wherein the The at least one command includes a command for acquiring information on an advertisement target from an advertiser's terminal, a command for determining a first influencer among a plurality of influencers based on the information on the advertisement target, and the command for determining a first influencer among a plurality of influencers. 1 Command to transmit information on the advertisement target to the terminal of the influencer, and when upload completion information is received from the terminal of the first influencer, the first influencer in the platform where the first influencer is active A command for deriving a first posting related to the advertisement target uploaded by the Leuancer, when a keyword corresponding to a hash tag of the first posting is searched on at least one portal site, the advertisement as a search result Includes a command for requesting registration of the keyword as a search advertisement keyword on the at least one portal site so that the target is exposed, and a command for generating compensation information for the first influencer based on information on upload of the first post can do.

Here, the command for determining the first influencer among the plurality of influencers based on the information about the advertisement target is the most-viewed gender information and the most-viewed information about each post of the plurality of influencers. A command for extracting at least one primary candidate influencer from among the plurality of influencers based on target gender information and target age group information included in one age group information and information on the advertisement target, the at least one 1 A command for extracting at least one secondary candidate influencer having a history of uploading a post about a product of the same category as the advertisement target in previous posts among the primary candidate influencers, and the at least one secondary candidate influencer Among the influencers, the influencer with the highest average number of views of at least one post uploaded from the present to the second past time period before the first period from the present to the second past time period before the second period from the present is selected as the first influencer. Can include commands to determine as an influencer.

Here, the command for generating compensation information of the first influencer based on the information on the upload of the first post is a command for extracting the first upload time point when the first post was uploaded, and the first influencer A command for extracting a second upload time point of a second post uploaded next to the first posting by the first influencer in the platform in which the first influencer is active, and the first influencer in the platform in which the first influencer is active. A command for extracting a third upload time point of a third posting uploaded next to the second posting by the Leuancer and a first period between the first upload time and the second upload time, the second upload time and the second upload time. Compensation of the first influencer based on the second period between the third upload time, the first number of views of the second posting at the second upload time point, and the second number of views of the first post at the third upload time point It may contain instructions for generating information.

Here, a command for deriving a second influencer corresponding to the information representing a specific user included in the content and comments of the first post among the plurality of influencers, A command to determine whether there is a fourth posting related to the advertisement target uploaded by the second influencer, and if the fourth posting exists, a first influencer is added based on the number of views of the fourth posting. A command for generating compensation information may be further included.

According to one embodiment of the present specification, viral marketing for an advertisement target can be conducted through blogs, SNS, etc., and new products and services to be sold to consumers who consume the advertisement target can be developed by analyzing the consumer group for the advertisement target. A solution may be provided.

1 is a system diagram including an online marketing platform service providing server according to an embodiment of the present invention.
2 is a block diagram showing the configuration of a server providing an online marketing platform service according to an embodiment of the present invention.
3 is a diagram showing an outline of an online marketing platform service method according to an embodiment of the present invention.
4 is a flowchart of an online marketing platform service providing method according to an embodiment of the present invention.
5 is a diagram for explaining a method of providing an online marketing platform service according to another embodiment of the present invention.

Since the present invention can make various changes and have various embodiments, specific embodiments will be illustrated in the drawings and described in detail in the detailed description. However, this is not intended to limit the present invention to specific embodiments, and should be understood to include all modifications, equivalents, and substitutes included in the spirit and scope of the present invention. Like reference numerals have been used for like elements throughout the description of each figure.

Terms such as first, second, A, and B may be used to describe various components, but the components should not be limited by the terms. These terms are only used for the purpose of distinguishing one component from another. For example, a first element may be termed a second element, and similarly, a second element may be termed a first element, without departing from the scope of the present invention. The term “and/or” includes any combination of a plurality of related listed items or any of a plurality of related listed items.

It is understood that when an element is referred to as being "connected" or "connected" to another element, it may be directly connected or connected to the other element, but other elements may exist in the middle. It should be. On the other hand, when an element is referred to as “directly connected” or “directly connected” to another element, it should be understood that no other element exists in the middle.

Terms used in this application are only used to describe specific embodiments, and are not intended to limit the present invention. Singular expressions include plural expressions unless the context clearly dictates otherwise. In this application, the terms "include" or "have" are intended to designate that there is a feature, number, step, operation, component, part, or combination thereof described in the specification, but one or more other features It should be understood that the presence or addition of numbers, steps, operations, components, parts, or combinations thereof is not precluded.

Unless defined otherwise, all terms used herein, including technical or scientific terms, have the same meaning as commonly understood by one of ordinary skill in the art to which the present invention belongs. Terms such as those defined in commonly used dictionaries should be interpreted as having a meaning consistent with the meaning in the context of the related art, and unless explicitly defined in the present application, they should not be interpreted in an ideal or excessively formal meaning. don't

Hereinafter, with reference to the accompanying drawings, preferred embodiments of the present invention will be described in more detail. In order to facilitate overall understanding in the description of the present invention, the same reference numerals are used for the same components in the drawings, and redundant descriptions of the same components are omitted.

1 is a system diagram including an online marketing platform service providing server according to an embodiment of the present invention.

Referring to FIG. 1, a method for providing online marketing platform services according to an embodiment of the present invention is performed in a computing device having a storage space such as a PC (Personal Computer), connected to the Internet, and not easily portable, or a smartphone, etc. It can be performed in a portable terminal as well. At this time, the "online marketing platform service providing" method may be executed after an application implemented with the "online marketing platform service providing" method is downloaded from an App store and installed in the portable terminal.

In addition, the method of providing online marketing platform service is inserted into a computing device such as a PC in a state recorded on a recording medium such as a CD (Compact Disc) or USB (Universal Serial Bus) memory, and is performed through an access operation of the computing device. After being stored in the storage space of the computing device from the recording medium, it may be performed through an access operation of the computing device.

Meanwhile, when the computing device or portable terminal can access a server connected to the Internet, the method of providing an online marketing platform service can also be executed in the server according to a request of the computing device or portable terminal.

Hereinafter, a computing device, a portable terminal, or a server in which the method of providing the online marketing platform service is executed may be collectively referred to as an online marketing platform service providing device.

The "online marketing platform service providing device" may have the same configuration as the "online marketing platform service providing device" illustrated in FIG. 2, and the "online marketing platform service providing device" may not be limited to the "online marketing platform service providing device" shown in FIG. can

The system according to an embodiment may include influencer terminals 110 and 120, an advertiser terminal 130, and an online marketing platform service providing server 140 (hereinafter, server 140). The network may include an internet portal site server, an SNS server, a server operating a blog, and the like.

The influencer terminals 110 and 120 and the advertiser terminal 130 include smartphones, tablet PCs, PCs, smart TVs, mobile phones, personal digital assistants (PDAs), laptops, media players, micro servers, and global positioning systems (GPS). ) devices, e-book readers, digital broadcasting terminals, navigation devices, kiosks, MP3 players, digital cameras, home appliances, devices equipped with cameras, and other mobile or non-mobile computing devices, but are not limited thereto. In addition, the content producer terminal 110 and the advertiser terminal 130 may be wearable devices having a communication function and a data processing function. However, it is not limited thereto.

The server 140 is implemented as a computer device or a plurality of computer devices that communicate with the influencer terminals 110 and 120 and the advertiser terminal 130 through a network to provide commands, codes, files, contents, services, etc. It can be.

For example, the server 140 may provide a file for installing an application to the influencer terminals 110 and 120 and the advertiser terminal 130 accessed through the network. In this case, the influencer terminals 110 and 120 and the advertiser terminal 130 may install applications using files provided from the server 140 .

In addition, the influencer terminals 110 and 120 and the advertiser terminal 130 access the server 140 under the control of an operating system (OS) and at least one program (for example, a browser or an installed application), A service or content provided by the server 140 may be provided.

As another example, the server 140 may establish a communication session for data transmission and reception, and route data transmission and reception between the influencer terminals 110 and 120 and the advertiser terminal 130 through the established communication session.

The influencer terminals 110 and 120, the advertiser terminal 130, and the online marketing platform service providing server 140 may perform communication using a network. For example, the network may include a Local Area Network (LAN), a Wide Area Network (WAN), a Value Added Network (VAN), a mobile radio communication network, a satellite communication network, and any of these It is a comprehensive data communication network that includes mutual combinations and enables each network constituent entity shown in FIG. 1 to communicate smoothly with each other, and may include wired Internet, wireless Internet, and mobile wireless communication network. In addition, wireless communication, for example, wireless LAN (Wi-Fi), Bluetooth, Bluetooth low energy (Bluetooth low energy), Zigbee, WFD (Wi-Fi Direct), UWB (ultra wideband), infrared communication (IrDA, infrared Data Association), NFC (Near Field Communication), etc. may be present, but are not limited thereto.

2 is a block diagram showing the configuration of a server providing an online marketing platform service according to an embodiment of the present invention.

Referring to FIG. 2 , a server 200 (hereinafter referred to as server 200 ) providing an online marketing platform service may include a communication unit 210 , a processor 220 and a DB 230 . Only components related to the embodiment are shown in the server 200 of FIG. 3 . Accordingly, those skilled in the art can understand that other general-purpose components may be further included in addition to the components shown in FIG. 3 .

The communication unit 210 may include one or more components that enable wired/wireless communication with a user terminal and a work provider terminal. For example, the communication unit 210 may include at least one of a short-range communication unit (not shown), a mobile communication unit (not shown), and a broadcast reception unit (not shown).

For example, a request generated according to a program code stored in a recording device such as the DB 230 may be transmitted to a user terminal and a work provider terminal through a network under the control of the communication unit 210 . Conversely, control signals, commands, contents, files, etc. provided under the control of the processors of the user terminal and the work provider terminal may be received by the server 200 through the communication unit 210 via the network. For example, control signals, commands, contents, and files of the server 200 received through the communication unit 210 may be transferred to the processor 220 or transferred to the DB 230 and stored therein.

The DB 230 is hardware for storing various data processed in the server 200, and may store programs for processing and controlling the processor 220.

The DB 230 includes random access memory (RAM) such as dynamic random access memory (DRAM) and static random access memory (SRAM), read-only memory (ROM), electrically erasable programmable read-only memory (EEPROM), and CD-ROM. ROM, Blu-ray or other optical disk storage, hard disk drive (HDD), solid state drive (SSD), or flash memory. The DB 230 may also be referred to as a memory.

The processor 220 controls the overall operation of the server 200. For example, the processor 220 may generally control an input unit (not shown), a display (not shown), the communication unit 210, and the DB 230 by executing programs stored in the DB 230. The processor 220 may control the operation of the external server 200 by executing programs stored in the DB 230 .

The processor 220 may include application specific integrated circuits (ASICs), digital signal processors (DSPs), digital signal processing devices (DSPDs), programmable logic devices (PLDs), field programmable gate arrays (FPGAs), controllers, and microcontrollers. It may be implemented using at least one of micro-controllers, microprocessors, and electrical units for performing other functions.

The DB 230 may store at least one command executed through the processor 220 . The at least one command includes a command for acquiring information on an advertisement target from an advertiser's terminal, a command for determining a first influencer among a plurality of influencers based on the information on the advertisement target, and the command for determining a first influencer among a plurality of influencers. 1 Command to transmit information on the advertisement target to the terminal of the influencer, and when upload completion information is received from the terminal of the first influencer, the first influencer in the platform where the first influencer is active A command for deriving a first posting related to the advertisement target uploaded by the Leuancer, when a keyword corresponding to a hash tag of the first posting is searched on at least one portal site, the advertisement as a search result Includes a command for requesting registration of the keyword as a search advertisement keyword on the at least one portal site so that the target is exposed, and a command for generating compensation information for the first influencer based on information on upload of the first post can do.

Here, the command for determining the first influencer among the plurality of influencers based on the information about the advertisement target is the most-viewed gender information and the most-viewed information about each post of the plurality of influencers. A command for extracting at least one primary candidate influencer from among the plurality of influencers based on target gender information and target age group information included in one age group information and information on the advertisement target, the at least one 1 A command for extracting at least one secondary candidate influencer having a history of uploading a post about a product of the same category as the advertisement target in previous posts among the primary candidate influencers, and the at least one secondary candidate influencer Among the influencers, the influencer with the highest average number of views of at least one post uploaded from the present to the second past time period before the first period from the present to the second past time period before the second period from the present is selected as the first influencer. Can include commands to determine as an influencer.

Here, the command for generating compensation information of the first influencer based on the information on the upload of the first post is a command for extracting the first upload time point when the first post was uploaded, and the first influencer A command for extracting a second upload time point of a second post uploaded next to the first posting by the first influencer in the platform in which the first influencer is active, and the first influencer in the platform in which the first influencer is active. A command for extracting a third upload time point of a third posting uploaded next to the second posting by the Leuancer and a first period between the first upload time and the second upload time, the second upload time and the second upload time. Compensation of the first influencer based on the second period between the third upload time, the first number of views of the second posting at the second upload time point, and the second number of views of the first post at the third upload time point It may contain instructions for generating information.

Here, a command for deriving a second influencer corresponding to the information representing a specific user included in the content and comments of the first post among the plurality of influencers, A command to determine whether there is a fourth posting related to the advertisement target uploaded by the second influencer, and if the fourth posting exists, a first influencer is added based on the number of views of the fourth posting. A command for generating compensation information may be further included.

3 is a diagram showing an outline of an online marketing platform service method according to an embodiment of the present invention.

Referring to FIG. 3 , the online marketing platform service may include viral marketing, performance marketing, SNS marketing, and solution development services.

Viral marketing may include a marketing method using a blog influencer, social network service (SNS) influencer, YouTube influencer, community viral, community experience group, and SNS community.

For example, a marketing method using a blog influencer may include a method of producing and distributing informational/experiential content using a blog influencer and occupying a portal SOV (share of voice).

For example, a marketing method using SNS influencers may include a method of producing and distributing informational/experiential content using SNS influencers and forming word of mouth.

For example, a marketing method using a YouTube influencer includes a method of producing/distributing content by recruiting a YouTuber (for example, a YouTuber with less than 10,000 subscribers or a large YouTuber with more than 1 million subscribers). can do.

For example, the community viral marketing method may include a method of naturally spreading viral content to a target community channel from a user's point of view.

For example, the community experience group marketing method may include a method of holding an experience group or an affiliated event for the purpose of spreading an event through partnership with a target community.

For example, the SNS community marketing method may include a method of uploading produced content to a target SNS community and forming word of mouth.

Performance marketing may include search ads, brand search ads, shopping search ads, banner ads, network ads, and video ads.

For example, the search advertisement may include an advertisement exposed in a power link area when a portal keyword is searched in a cost per click (CPC) form.

For example, a brand search advertisement may include a method of exposing the brand's latest events and information at the top of search results when a brand keyword is searched.

For example, the shopping search advertisement may include a method of exposing a shopping area and a shopping search result page advertisement to a user who wants to purchase a product.

For example, the banner advertisement may include a method of exposing content in a banner area of various media such as a search portal, a media company, a community, and an application.

For example, network advertisements may include advertisements exposed on pages of a plurality of network media such as communities and media outlets.

For example, a video advertisement may include a method of exposing brand product and event information to consumers through a promotional video.

SNS marketing may include brand blog operation, brand SNS operation, brand YouTube operation, power content advertisement, SNS advertisement, and YouTube advertisement.

For example, a brand blog operation method may include a method of delivering and communicating brand information by producing content tailored to a brand concept and propensity.

For example, the brand SNS operating method may include a method of delivering brand information and communicating through card news, events, and video contents.

For example, the brand YouTube operation method may include a method of delivering brand information to users by producing video content tailored to the brand concept and propensity.

For example, a power content advertisement may include a method of exposing brand channel content only for a designated keyword containing the user's intention.

For example, SNS advertisements may include a method of exposing targeting and interest-based advertisements according to advertisement purposes such as recognition, interest induction, and conversion.

For example, a YouTube advertisement may include a method of exposing an advertisement to a user in an optimized advertisement format according to an uploaded brand video.

Solution development may include homepage production, landing page production, and web design production services.

For example, the homepage creation service may include a service for creating, maintaining, and repairing a brand-customized homepage and/or blog.

For example, the landing page creation service may include a service for creating an optimized landing page when accessing a PC/MO, such as promotions and events.

For example, the web design production service may include a service for producing a differentiated design tailored to a brand concept such as a blog or an SNS page.

4 is a flowchart of an online marketing platform service providing method according to an embodiment of the present invention.

Referring to FIG. 4 , in one embodiment, information on an advertisement target may be obtained from an advertiser's terminal (S410). For example, an advertisement target may be a target for which an advertiser has requested an advertisement, and may be a target for which an advertisement service such as a specific product/service is requested. Gender information and target age group information may be included, and various information on a specific product/service may be further included.

In one embodiment, a first influencer may be determined from among a plurality of influencers based on the information about the advertisement target (S420). In general, an influencer may represent a platform user who has influence on a specific platform, and in one embodiment, may represent a platform user who satisfies a specific criterion for each platform. For example, certain criteria may be set based on the number of views of uploaded posts and the number of uploaded posts. One embodiment may pre-store information about many influencers of various platforms that satisfy the above specific criteria for efficient advertisement. Here, the information about the influencer can be obtained from the influencer through the influencer's terminal, and the information about the influencer includes information about the influencer's posts, and gender information most frequently inquired about posts. And information on the age group most frequently inquired about the post may be included, and various other information about the influencer may be further included.

That is, in one embodiment, among a plurality of influencers secured in advance, a first influencer that can show an effective advertisement effect when an advertisement target is uploaded to a post and advertised may be determined.

In other words, one embodiment can extract a primary candidate influencer from among a plurality of influencers based on gender information and age group information, and whether there is a history of previously uploading and advertising a product related to the advertisement target. Based on this, secondary candidate influencers can be extracted from among the primary candidate influencers. Thereafter, in one embodiment, the most influential influencer may be selected from among the secondary candidate influencers in consideration of the number of views of the post, etc., and the first influencer to be uploaded for the advertisement target may be determined.

Specifically, one embodiment provides the most-viewed gender information and the most-viewed age group information for each post of the plurality of influencers, and the target gender information and target age group information included in the information about the advertisement target. Based on this, it is possible to extract at least one primary candidate influencer from among the plurality of influencers. In other words, it is possible to primarily extract influencers whose posts are searched the most by people suitable for the target gender information and target age group information acquired from the advertiser. Here, the target gender information and the most searched gender information may include information indicating male or female, respectively. In addition, the target age information and the most-requested age group information may include age section information divided into 10-year-old units, such as teens, 20s, and 30s, and may include information indicating a specific age section.

Thereafter, an embodiment extracts at least one secondary candidate influencer from among the at least one primary candidate influencer who has a history of uploading a post about a product of the same category as the advertisement target in previous posts. can do. That is, in one embodiment, a plurality of categories such as food, furniture, exercise equipment, clothing, office supplies, and kitchen supplies may be preset. Furthermore, in an embodiment, each category may include a plurality of more subdivided subcategories.

For example, if each category includes a plurality of subcategories, in one embodiment, a history of uploading a post about a product included in the same subcategory as the advertisement target among the at least one primary candidate influencer At least one existing secondary candidate influencer may be extracted. However, in one embodiment, if the number of secondary candidate influencers who have a history of uploading posts about products included in the subcategory is less than the threshold number, products or subcategories included in the category included in the subcategory At least one secondary candidate influencer who has a history of uploading posts about products included in other subcategories included in the category included in the category is further extracted, and the number of secondary candidate influencers is increased to a critical quota. can be filled up to

In addition, in one embodiment, at least one of the at least one secondary candidate influencer uploaded from a first past time point before a first period from the present to a second past time point before a second period before the first past time point An influencer with the highest average number of views of posts may be determined as the first influencer. Here, the calculation from the first past point in time, not from the present, is because it is difficult to accurately determine the influence of an influencer because there is not enough time to increase the number of views in the case of a post that is too recent.

In one embodiment, information on the advertisement target may be transmitted to the terminal of the first influencer (S430). In one embodiment, when uploading a post about an advertising target through the above process, the first influencer that is expected to have the greatest advertising effect is selected, information about the advertising target is delivered to the influencer, and information about the advertising target is transmitted to the influencer. You can request an upload for your post.

In one embodiment, when upload completion information is received from the terminal of the first influencer, a first post related to the advertisement target uploaded by the first influencer within a platform in which the first influencer is active can be derived (S440). That is, in one embodiment, it may be confirmed whether the first influencer has properly uploaded the first post about the advertisement target to the corresponding platform. Also, according to an embodiment, content information of the first bulletin board may be obtained and transmitted to the advertiser terminal. In this case, an embodiment may receive correction information about a posting from an advertiser's terminal, and may transmit the correction information to the terminal of the first influencer. The first influencer may modify the first post based on the received correction information, and in one embodiment, when the correction information is transmitted to the first influencer's terminal, the first influencer's first posting It is possible to check whether the post has been modified, and if so, the modified content of the first posting may be obtained, and content information of the first posting before modification and content information of the first posting after modification may be delivered to the advertiser terminal. However, if the first posting is not modified even after a certain period of time has elapsed since the correction information was delivered to the first influencer terminal, penalty information for the first influencer will be created and reflected in the first-class compensation information described later. may be Furthermore, according to an embodiment, the comment information added to the first posting and the current number of views may be repeatedly delivered to the advertiser terminal according to a predetermined cycle from the time the first posting is uploaded to the time of the third upload, which will be described later.

In one embodiment, when a keyword corresponding to a hash tag of the first post is searched on at least one portal site, the at least one keyword is used as a search advertisement keyword so that the advertisement target is exposed as a search result. Registration may be requested on the portal site (S450). That is, in one embodiment, a keyword to expose an advertisement target may be set by referring to the hash tag of the first post written by the first influencer, and when users search for the keyword, the advertisement target is set to be exposed. Keywords can be requested to be registered as search advertisement keywords on the portal site. Here, the exposure of the advertisement subject may not indicate the exposure of the first posting, but may indicate the exposure of a web page selling the advertisement subject.

In one embodiment, compensation information of the first influencer may be generated based on the information about the upload of the first post (S460). Here, the compensation information may represent information used to calculate the advertising fee of the first influencer. Specifically, in one embodiment, the first upload time point at which the first post was uploaded may be extracted, and the first post is uploaded by the first influencer within the platform in which the first influencer is active. The second upload time point of the second posting may be extracted. In addition, an embodiment may extract a third upload time point of a third post uploaded next to the second post by the first influencer in the platform in which the first influencer is active, and the third upload time point may be extracted. A first period between the first upload time and the second upload time, a second period between the second upload time and the third upload time, the first number of views of the second posting at the second upload time and the third Compensation information for the first influencer may be generated based on the second number of views of the first post at the time of upload. That is, the reward information according to an embodiment is from the time the first influencer uploads the first post about the advertisement target to the time the next post is uploaded, and from the time the first influencer uploads the next post to the time the next post is uploaded. The number of views can be calculated by classifying them, and based on this, it can be used as an indicator of advertising effectiveness. In addition, different weights may be assigned to the number of hits divided into two periods when generating compensation information. That is, the weight of the number of hits in the first period corresponding to the initial upload of the first posting on the advertisement target may be set higher than the weight of the number of hits in the second period corresponding to the later period.

Or, for example, in one embodiment, the third period may be set from the time of the third upload to the time when the number of views of the first posting becomes the average of the number of views of the posts of the first influencer before the first posting, and the third period A period may be further used when generating the compensation information. That is, in one embodiment, information on the period required until the number of views of the first post becomes the average number of views of the first influencer is used to generate compensation information together with the number of views of the first period and the number of views of the second period. can

For example, the number of views in the first period and the number of views in the second period may be proportional to the reward information, but the period information corresponding to the third period may be inversely proportional to the reward information. This is because when the third period is long, it can be seen that the recent activity of the first influencer is less active than in the past.

One embodiment may determine the advertising fee of the first influencer based on the compensation information generated as above. Alternatively, in one embodiment, if the above-mentioned penalty information for the first influencer exists, the advertising fee may be determined based on the reward information and the penalty information. Alternatively, in an embodiment, when additional compensation information to be described later is generated, an advertisement fee may be determined by further using the additional compensation information. For example, compensation information, penalty information if penalty information exists, and additional compensation information if additional compensation information exists may be included and referred to as final compensation information, and the advertising fee may be determined based on the final compensation information. .

5 is a diagram for explaining a method of providing an online marketing platform service according to an embodiment of the present invention.

Referring to FIG. 5 , an embodiment may also generate additional compensation information for the first influencer as described above. Here, additional compensation information may be generated when a second influencer is also connected through the first influencer and a post about an advertisement target is created by the second influencer.

Specifically, one embodiment may derive a second influencer corresponding to information indicating a specific user included in the content and comments of the first posting from among the plurality of influencers. However, in one embodiment, an additional operation cannot be performed when the second influencer does not exist, but the following operation can be additionally performed when at least one second influencer exists.

One embodiment may determine whether there is a fourth post about the advertisement target uploaded by the second influencer in the platform where the second influencer is active, and if the fourth post exists, Based on the number of views of the fourth posting, additional compensation information for the first influencer may be generated.

That is, in one embodiment, the advertisement target is also advertised on the post of the second influencer due to the influence of the first influencer, and considering this, the first influencer based on the number of views of the fourth post of the second influencer It is possible to generate additional compensation information of the unser.

For example, the additional compensation information is based on the number of views from the time of the fourth upload when the fourth post is uploaded to the point where the number of views of the first post becomes the average of the number of views of the posts of the first influencer before the first post can be determined In other words, in one embodiment, the advertising effect according to the intended purpose is determined until the number of views of the first post becomes the average number of views of the posts of the first influencer, and the intended or advertising fee is paid only until that point is reached. It can be seen as the target point of view. Therefore, if an expanded advertising effect performed by another influencer occurs, additional compensation information may be provided to the first influencer by taking this into account, but the advertising fee initially considered for advertising by other influencers Only up to the point of payment can be considered.

Operations according to the embodiments of the present specification can be implemented as computer-readable programs or codes on a computer-readable recording medium. A computer-readable recording medium includes all types of recording devices in which data that can be read by a computer system is stored. In addition, computer-readable recording media may be distributed to computer systems connected through a network to store and execute computer-readable programs or codes in a distributed manner.

When the embodiment is implemented as software, the above-described technique may be implemented as a module (process, function, etc.) that performs the above-described functions. A module can be stored in memory and executed by a processor. The memory may be internal or external to the processor, and may be coupled with the processor in a variety of well-known means.

In addition, the computer-readable recording medium may include hardware devices specially configured to store and execute program instructions, such as ROM, RAM, and flash memory. The program command may include high-level language codes that can be executed by a computer using an interpreter or the like as well as machine code generated by a compiler.

Although some aspects of the present invention have been described in the context of an apparatus, it may also represent a description according to a corresponding method, where a block or apparatus corresponds to a method step or feature of a method step. Similarly, aspects described in the context of a method may also be represented by a corresponding block or item or a corresponding feature of a device. Some or all of the method steps may be performed by (or using) a hardware device such as, for example, a microprocessor, programmable computer or electronic circuitry. In some embodiments, one or more of the most important method steps may be performed by such an apparatus.

In embodiments, a programmable logic device (eg, a field programmable gate array) may be used to perform some or all of the functions of the methods described herein. In embodiments, a field programmable gate array may operate in conjunction with a microprocessor to perform one of the methods described herein. Generally, methods are preferably performed by some hardware device.

Although the above has been described with reference to preferred embodiments of the present invention, those skilled in the art will variously modify and change the present invention within the scope not departing from the spirit and scope of the present invention described in the claims below. You will understand that it can be done.

Claims (4)

A method for providing an online marketing platform service performed by at least one server,
obtaining information about an advertisement target from an advertiser's terminal;
determining a first influencer among a plurality of influencers based on the information about the advertisement target;
Transmitting information about the advertisement target to the terminal of the first influencer;
When receiving upload completion information from the terminal of the first influencer, deriving a first posting related to the advertisement target uploaded by the first influencer within the platform in which the first influencer is active. ;
When a keyword corresponding to the hash tag of the first posting is searched on at least one portal site, the keyword is registered as a search advertisement keyword on the at least one portal site so that the advertisement target is exposed as a search result. making a request; and
Generating compensation information for the first influencer based on information about uploading the first post,
How to provide online marketing platform services. The method of claim 1,
Determining a first influencer among a plurality of influencers based on the information about the advertisement target,
Based on the most-viewed gender information and the most-viewed age group information for each post of the plurality of influencers and the target gender information and target age group information included in the information about the advertisement target, the plurality of influencers extracting at least one primary candidate influencer from among the speakers;
extracting at least one secondary candidate influencer from among the at least one primary candidate influencer who has a history of uploading a post about a product of the same category as the advertisement target in previous posts; and
Among the at least one secondary candidate influencer, the average number of views of at least one post uploaded from the present to a second historical point in time prior to the first period from the present to a second historical point in time prior to the second period from the first period is the highest. Determining a high influencer as the first influencer,
How to provide online marketing platform services. The method of claim 1,
Generating compensation information for the first influencer based on the information on the upload of the first post,
extracting a first upload time point when the first posting was uploaded;
extracting a second upload time point of a second post uploaded next to the first posting by the first influencer within the platform in which the first influencer is active;
extracting a third upload time point of a third post uploaded next to the second posting by the first influencer within the platform in which the first influencer is active; and
A first period between the first upload time and the second upload time, a second period between the second upload time and the third upload time, the first number of views of the second posting at the second upload time and the Generating compensation information for the first influencer based on the second number of hits of the first post at the time of the third upload,
How to provide online marketing platform services. The method of claim 3,
deriving a second influencer corresponding to information representing a specific user included in the content and comments of the first posting from among the plurality of influencers;
determining whether there is a fourth posting about the advertisement target uploaded by the second influencer within the platform in which the second influencer is active; and
If the fourth post exists, generating additional compensation information for the first influencer based on the number of hits of the fourth post.
How to provide online marketing platform services.

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