WO2013035901A1 - Procédé de commercialisation utilisant un téléphone intelligent - Google Patents

Procédé de commercialisation utilisant un téléphone intelligent Download PDF

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Publication number
WO2013035901A1
WO2013035901A1 PCT/KR2011/006667 KR2011006667W WO2013035901A1 WO 2013035901 A1 WO2013035901 A1 WO 2013035901A1 KR 2011006667 W KR2011006667 W KR 2011006667W WO 2013035901 A1 WO2013035901 A1 WO 2013035901A1
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Prior art keywords
customer
smartphone
predetermined
server
application
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PCT/KR2011/006667
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English (en)
Korean (ko)
Inventor
김아림
Original Assignee
Kim A Lim
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Priority to PCT/KR2011/006667 priority Critical patent/WO2013035901A1/fr
Publication of WO2013035901A1 publication Critical patent/WO2013035901A1/fr

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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising

Definitions

  • the present invention relates to a marketing method using a smart phone, and more specifically, an advertisement and promotional marketing method using a smart phone capable of accurate target marketing according to information of a user or a customer using the smart phone that can use various applications. It is about.
  • the characteristics of the smart phone that can predict the user's preferred taste information basically linked to the content of the application operator or advertiser (that is, the content of the advertisement or promotional material), the specific time or specific space ( Geographic) to provide users with a variety of benefits from these operators or advertisers in order to feed their smartphones in various ways to feed back signals (actions) to those operators or advertisers. will be.
  • the present invention provides a database to the application operator or advertiser that the user agrees to the use of the customer information when the customer communicates his / her intention to participate in an event related to active advertising to the server of the operator or the advertiser through a smartphone.
  • a marketing method using a smart phone that can even strengthen the function of marketing to target customers optimized for the advertiser's advertising content.
  • PDA personal digital assistant
  • Smartphones can be connected directly to the Internet using wireless internet as well as wired Internet, which is connected by PC and cable, and can be connected to the network in various ways using various browsing programs. Users can create their own applications, implement their own interfaces through various applications, and share applications among smartphones with the same operating system (OS). It is considered to be.
  • OS operating system
  • smartphones have a wider visual interface to users than conventional mobile phones, and thus employ LCDs (liquid crystal displays) that are many times larger than the screens of general mobile phones.
  • Smartphones with Personal Imformation Management (PIM) capabilities that can manage up to dog addresses are being released.
  • smartphones can send and receive data while viewing the Internet screen with a touch screen while connected to a network, and products that include English-Korean / Korean-English dictionary, engineering calculator, and game functions are also being released.
  • Products with the above-described personal information management function that integrates and manages additional functions such as notes and memo are also released.
  • the so-called docking station can be used to exchange data stored on the computer at the same time as it is charged.It also supports e-mail, Internet browsing, e-book reading, built-in keyboard or external USB keyboard support, and high-end with VGA terminal. It also supports functions as a mobile phone.
  • the App Store is a service that allows users to easily download applications and contents such as games, e-books, music, and videos, which has been activated since the launch of Apple's 'Web Store', followed by global companies such as Nokia, Google, and Microsoft.
  • Telecom operators such as Korea's KT and SK TELECOM, Internet portals and mobile software developers such as NAVER and DAUM in Korea and GOOGLE and YAHOO in the US are also attempting to enter the smartphone-related business.
  • Preceding Document 1 Korean Patent Publication No. 2007-0093282 regarding “method of providing a personalized advertisement service of digital IP broadcasting”).
  • Is a method of providing a personalized advertisement service of digital IP broadcasting comprising: i) classifying predetermined contents for regular broadcasting by a predetermined category in a regular broadcasting server and providing information for streaming the contents for regular broadcasting to a streaming server; ii) classifying a predetermined advertisement by the category in an advertisement server, and providing the streaming server with information for streaming the advertisement; iii) transmitting, by the streaming server, the content for regular broadcasting to the IP set-top box according to a predetermined broadcasting schedule from the regular broadcasting server or the IP set-top box; iv) calculating, by the IP set-top box, the viewing preference for each category according to the viewer's viewing of the contents for regular broadcasting transmitted to the advertisement server; v) the advertisement server selects an advertisement corresponding to a category preferred by the viewer based on the viewing preference for each category, generates an advertisement schedule, and transmits the advertisement schedule to the regular broadcasting server and / or the IP set-top box.
  • Providing; vi) discloses a method for providing a customized advertisement service for digital IP broadcasting, the method comprising transmitting the corresponding advertisement to the IP set-top box according to the advertisement schedule from the regular broadcasting server or the IP set-top box in the streaming server. .
  • the marketing technique according to the prior document 1 is a technology that basically utilizes the advertising content on the premise of "viewing the broadcast of the user or the customer" for marketing to match the IP broadcast, there is an infinite possibility of utilization of the smart phone recently. There is a limit to applying the marketing technique according to the prior document 1 to the application program having a.
  • Previous Document 2 Korean Patent Laid-Open Publication No. 2008-0104394 (hereinafter referred to as “Previous Document 2”) relating to “a method of providing mobile advertisement information and a mobile advertisement information providing apparatus using the same” includes advertisements such as coupon information and event information using a mobile terminal. Disclosed is a method and apparatus for providing advertisement information for providing advertisement information more effectively using a dedicated mobile application.
  • the method for providing mobile advertisement information according to the prior document 2 includes the steps of downloading the advertisement information when there is advertisement information to be downloaded from the server by running a dedicated mobile application installed in the mobile terminal at a predetermined reception time; Storing the advertisement information downloaded by the dedicated mobile application in the mobile terminal; And providing the advertisement information providing screen generated by classifying the advertisement information for each category by driving the dedicated mobile application at the request of the mobile terminal user. Implemented technology to download, maintain and manage information.
  • Prior Art 2 simply implements a technology for effectively downloading, maintaining, and managing mobile advertisement information to a user's mobile phone, and has limitations in that it does not present a marketing technique utilizing the application function of a smartphone in earnest.
  • Prior art 2 discloses a technique of downloading advertisement information from a server when a dedicated mobile application is run without premise of broadcast content, but the application provided in the application of a smartphone is different. It is not a marketing technique that is limited at the present time when the penetration rate of smartphones is increasing day by day because it does not launch the technique to be used for future marketing by extracting the target audience while maximizing the advertisement effect to customers by grafting. none.
  • the present invention has been made in view of the above-described problems of the prior art, and provides an advertisement public relations marketing method using a smart phone capable of accurate target marketing according to the information of a user or a customer using the smart phone capable of utilizing various applications.
  • the contents of the operator or the advertiser ie, the contents of advertisements or promotional materials
  • a predetermined application installed on the smartphone by maximizing the characteristics of the smartphone that can basically predict the information of the user's preferred taste.
  • the customer may use a predetermined signal (operation using a smartphone) in various ways. It is aimed to provide a marketing method that maximizes the marketing effect by transmitting a kind of feedback behavior in response to the needs of advertisers or operators).
  • the present invention provides a database to the application operator or advertiser that the user agrees to the use of the customer information when the customer communicates his / her intention to participate in an event related to active advertising to the server of the operator or the advertiser through a smartphone.
  • the present invention aims to implement a marketing method using a smartphone that can enhance the function of marketing to a target audience optimized for an advertisement content of an advertiser.
  • the present invention provides a smart phone user capable of downloading various applications and contents using a standardized interface and platform (e.g., Apple's web store). If you select the content to participate in the advertiser's content (advertisement or promotions), the content of these application operators or advertisers registered on the platform is downloaded and stored on the user's smartphone or randomized for smartphone users.
  • a standardized interface and platform e.g., Apple's web store.
  • the corresponding content from these application operators or advertisers is sent and stored in the user's smartphone;
  • a prize or event provided by the application operator or advertiser at a specific time or space (region) set by the content of the specific application operator or advertiser stored in his smartphone
  • the information of the smartphone user who participates in the contents of the application operator or the advertiser through his smartphone is automatically stored in the application database of the platform.
  • Customer information of smartphone users (customers) who participate in specific content stored in the platform's application database (such as advertisements or promotions of the corresponding application operators or advertisers) can be used online for application operators or advertisers as target marketing materials. Delivered to; And advertising advertisements to selected smartphone users, which are determined to have a high advertising effect, for the customer information received online from the application database of the platform.
  • Provide marketing methods are possible to participate (enter) a prize or event provided by the application operator or advertiser at a specific time or space (region) set by the content of the specific application operator or advertiser stored in his smartphone.
  • the participation signal (operation) of the smartphone user participating in a specific time or a specific space (area or place) promised by the content of the application operator or advertiser the user simply touches the screen or icons on the smartphone , Touch any of the numbers, letters, or symbols, or shake your smartphone at a certain speed over which a signal can be transmitted, give an external shock (vibration), or at a certain level above a certain detectable devil.
  • an external shock vibration
  • a specific application operator or advertiser who wants to start advertising to a specific smartphone user selected by utilizing the platform function of the smartphone, among the unspecified number of smartphone users, has a particular advertising effect that can be exhibited high.
  • the product or service is provided on a first-come, first-served basis, free of charge for a second level, or a mileage credit for the next lane. It is possible to configure the smartphone to induce the user's intention to participate.
  • the smart phone on the network consisting of an application manufacturer server comprising a predetermined smart phone application and signed an advertising contract from the advertiser server or the advertiser server accordingly
  • a marketing method comprising: a first step of transmitting, by a request of the customer smartphone, the predetermined smartphone application to the predetermined smartphone owned by the advertiser server or the application manufacturer server; A second step of transmitting, by the advertiser server or the application maker server, a message including predetermined marketing information including a specific feedback of a customer, to the customer smartphone equipped with the predetermined smartphone application; And a third step of receiving specific feedback of the customer from the customer smartphone to the advertiser server or the application manufacturer server through the network by the predetermined smartphone application driven by the customer smartphone. It provides a marketing method comprising the.
  • the present invention also provides a marketing method using a smart phone on a network consisting of an application manufacturer server comprising a predetermined smart phone application from an advertiser server or the advertiser server and a predetermined smart phone application.
  • a customer who satisfies a predetermined place condition, a predetermined time condition or a predetermined place condition and a predetermined time condition with the predetermined smartphone by the advertiser server or the application maker server by the customer.
  • a first step of automatically transmitting to a smartphone A second step of transmitting, by the advertiser server or the application maker server, a message including predetermined marketing information including a specific feedback of a customer, to the customer smartphone equipped with the predetermined smartphone application; And a third step of receiving specific feedback of the customer from the customer smartphone to the advertiser server or the application manufacturer server through the network by the predetermined smartphone application driven by the customer smartphone. It provides a marketing method comprising the.
  • the advertiser server or the application manufacturer server secures the customer information on the customer smartphone that has transmitted the specific feedback of the customer and further comprises a fourth step of the database.
  • the specific feedback of the customer may be an action of physically shaking the customer smartphone, or the specific feedback of the customer may be an action of inputting a predetermined voice through a microphone input unit of the customer smartphone, and the specific feedback of the customer. May be set as a condition for winning a predetermined event prize set by the advertiser server or the application manufacturer server.
  • the specific feedback of the customer is configured to be received by the advertiser server or the application maker server within a predetermined time.
  • the event prize paid when the event prize is won may be an advertisement product set by the advertiser server or the application maker server, and when the predetermined event prize is won, the predetermined prize is won by the customer smartphone. It is preferable that a message is transmitted, and even if a prize is awarded for the predetermined event prize, the probability of winning the prized customer smartphone when the feedback on the customer's feedback is received from the corresponding prized customer smartphone in the future is determined. It is more desirable to send the incentive means that can be increased to the smartphone of the dropped customer as an additional prize.
  • a predetermined lottery message is transmitted to the customer smartphone, and the lottery message includes information on how many times the customer smartphone was dropped from the winning cut line.
  • the rejection message for rejecting the event prize winning received from the event prize winning customer smartphone it is preferable to lower the winning cut line by the number of the rejection message to newly select the winning customer smartphone.
  • the specific feedback of the customer may be set to be collectively received from two or more customer smartphones, and the specific feedback of the customer may be set by subdividing and setting the two or more stepwise feedbacks in terms of maximizing the advertising effect. desirable.
  • predetermined event premiums according to the detailed and set feedback may be set differently.
  • SNS social network service
  • an advertisement public relations marketing method using a smart phone that can accurately target marketing according to information of a user or a customer using the smart phone that can use various applications.
  • a customer uses a variety of methods for a predetermined signal (a type of advertiser or operation including an operation using a smartphone). It is possible to maximize the marketing effect using a smartphone by transmitting the feedback act in response to the needs of the company to the corresponding operator or advertiser.
  • FIG. 1 is a flowchart illustrating a marketing method using a smartphone according to an embodiment of the present invention.
  • FIG. 2 is a diagram illustrating an example of an event access signal that may be transmitted to a smartphone of a customer according to a marketing method using a smartphone according to the present invention.
  • FIG. 3 is a diagram illustrating another example of an event access signal that may be transmitted to a smartphone of a customer according to a marketing method using a smartphone according to the present invention.
  • FIG. 4 is a diagram illustrating an example of allowing a customer to provide predetermined feedback to an advertiser server side according to a marketing method using a smartphone according to an embodiment of the present invention.
  • FIG. 5 is a diagram illustrating a case in which a smartphone user who provides predetermined feedback in response to an advertiser's request according to the event access signal illustrated in FIG. 3 or 4 wins an event.
  • FIG. 6 is a diagram illustrating a case in which a smartphone user who provides predetermined feedback in response to an advertiser's request according to the event access signal illustrated in FIG. 3 or 4 drops in an event.
  • FIG. 7 is a diagram illustrating an example of discount shopping marketing in which a time concept and a social group concept are combined with a marketing method using a smartphone according to an embodiment of the present invention.
  • FIG. 8 is a diagram illustrating an example of a joint purchase shopping marketing incorporating a social group concept into a marketing method using a smartphone according to an embodiment of the present invention.
  • FIG. 9 is a diagram illustrating an example of fixed price discount sales marketing incorporating a discount coupon concept into a marketing method using a smartphone according to an embodiment of the present invention.
  • FIG. 10 is a diagram illustrating an example of providing a motivation for a customer to participate in an event without spending cash, as an example of a marketing method using a smartphone according to an embodiment of the present invention.
  • FIG. 11 is a diagram illustrating an example of an event participation message for executing a so-called "DOUBLE CHANCE COUPON" payment that allows duplicate winnings of the same event prize.
  • FIG. 12 is a diagram illustrating an example of executing an event participation message that induces a user to participate in a predetermined event provided by an advertiser by providing a motivation of “time saving” illustrated in FIG. 10.
  • a system configuration for executing a marketing method using a smart phone according to the present invention is an application server for making a predetermined application for an advertiser by making a predetermined contract with an advertiser server or an advertiser via a communication company.
  • the basic system is to communicate with a customer who is a phone user. Since this is a well-known technology, further description or illustration of drawings will be omitted.
  • the present invention is applicable regardless of the connection method of the wireless network using a smart phone, such as GSM, TDMA, including the Korean-type CDMA communication method, and the illustrated in the drawings of the present invention is only an example and those skilled in the art The matters that can be naturally drawn out with reference to the detailed description and drawings should be understood in advance to be regarded as belonging to the scope of the present invention.
  • FIG. 1 is a flowchart illustrating a marketing method using a smartphone according to an embodiment of the present invention.
  • “Customer using a smart phone” is a basic condition for implementing the advertisement marketing method using the smart phone of the present invention.
  • a user of a smart phone user who can establish a follow application database of a general smart phone subscriber or Twitter function Advertisers connected with the application operators can target marketing through accurate advertising and promotion based on information on the tendency of the users of these smartphones in various ways. While the target audience can be documented at a relatively reliable screening level through the active participation of smartphone users, it can unknowingly expose information to the target audience as the exact target marketing of the application operator or advertiser.
  • the user is basically using a smartphone.
  • smartphone users use various applications with various platforms to share their favorite materials or functions.
  • the preferences or characteristics of unspecified users may naturally be transmitted as data to the application database of the platform (automatically).
  • advertisers can prepare the conditions that can be used as a target marketing means by documenting accurate differentiated customer information for smartphone users.
  • smartphone users who participate in the advertiser's contents can also acquire the benefits provided by the advertiser through active participation, so they naturally participate in the advertiser's advertisements or promotions. You are motivated to do it.
  • active participation in the benefits provided by the advertiser will be described later in more detail with reference to the drawings.
  • the present invention is based on the premise that a customer (user) has a smart phone capable of downloading various applications and contents using a standardized interface and a platform (eg, Apple's web store) function (step) S1).
  • a platform eg, Apple's web store
  • step S2-1 download and save
  • step S2-2 smartphone users who are able to participate randomly to an unspecified number of smartphone users or to participate in regional or specific event locations.
  • step S2-2 is performed in which advertisements or promotional contents are naturally stored in users' smartphones.
  • the smartphone user may prepare a condition for participating in the advertisement or promotion contents of the application operator or the advertiser in various ways.
  • an embodiment of a marketing method using a smartphone delivers a predetermined marketing event access signal to content of an application operator or an advertiser, and the customer who receives the access signal receives a specific time or a specific space.
  • the smartphone users who participated in the event by transmitting signals (actions) in various ways.
  • the information is automatically transmitted to the application database of the corresponding content and stored as marketing data, while the behavior of the customer using the smartphone is based on a process of enhancing the advertising effect.
  • a predetermined application is installed on the smartphone, which may be made at the customer's will as in step S2-1, but the customer's explicit Or, under an implied agreement, an application exclusively for executing the marketing method of the present invention on a customer's smartphone is installed automatically (or compulsorily) from a server of an advertiser or a company that has developed an application for the smartphone at a predetermined time or place. It is possible to configure.
  • steps S1 to S2-2 of FIG. 1 may also be regarded as preconditions for implementing the marketing method according to the present invention.
  • an application operator or an advertiser who wants to acquire an advertisement or a promotional effect through a smartphone is a manufacturer or a seller of the corresponding advertisement product, as well as a theater or baseball field, a performance hall, an exhibition hall, a party convention, various religious events.
  • it can be used in various ways without being limited to all fields that want to obtain marketing effect by actively advertising and promoting their facilities or businesses such as group events of various schools, other bookstores, restaurants, and coffee shops.
  • an application developed by an advertiser of a musical performance called "42nd Street” in front of a specific venue, or an application mounted on a server of an application operator which has a predetermined contract with the advertiser may be a step S2-1 or a step S2-.
  • it is transmitted to the customer's smartphone by the customer or automatically.
  • transmission in the form of step S2-2 may be configured such that the "42nd Street” musical performance is made to a smartphone owner who is within a few meters or kilometers of the surrounding theater or venue.
  • the function may be implemented through a process of checking a customer's location information from a global positioning system (GPS) device, which is basically installed in a smartphone recently.
  • GPS global positioning system
  • the application operator or the advertiser accesses to the content of the user of the smartphone is prepared in advance, that is, the precondition that the application for marketing according to an embodiment of the present invention is installed on the customer's smartphone
  • a smartphone user ie, a customer
  • the content of the application operator or advertiser at a specified time e.g., 4 pm Is passed through a step (step S3).
  • the server of an application developer who has made a predetermined contract with the advertiser or the advertiser of the musical about 1 pm before 4 pm It is written in the form of "Join 42nd Street Music Event” and delivers the access signal that induces customers to participate in the event.
  • the customer is a connection signal that instructs the customer to dance or sing a protagonist on "42nd Street” by shaking his smartphone or singing into a microphone on his smartphone, for example, Eat "or” call the theme song of 42nd Street "can be transmitted to the customer's smartphone, for example in the form of MMS, SMS or any known message.
  • smartphones provide a myriad of diverse and interesting user interfaces, for example, to send a message to quickly erase a graphic screen with a finger on a touch screen, for example. Or, send a message to customers to shake down their smartphones the fastest the brick piled screen displayed by a certain application on the smartphone, or shake the smartphone the fruit hanging on the smartphone the fastest You can also use marketing techniques such as sending a message to drop the fruit.
  • smartphones are now increasingly being used as handheld game consoles, providing a game on the customer's smartphone and allowing the customer to run the game to identify who wins the fastest or who scores the highest. It may also cause competition for participation in the event.
  • the game may be a game using an external vibration or shock applied to the smartphone by the function built in the customer's smartphone.
  • FIG. 2 is a diagram illustrating an example of an event access signal that may be transmitted to a smartphone of a customer according to a marketing method using a smartphone according to the present invention.
  • an event access signal that may be transmitted to a smartphone of a customer according to a marketing method using a smartphone according to the present invention.
  • FIG. 2 for example, under a time condition of "6 pm tomorrow", "MP3 player worth 100,000 won” is issued as a kind of event prize (that is, a handout that attracts customers to participate in advertisements).
  • By limiting the first-come, first-served basis it sends access signals to smartphone customers that motivate users to participate in the event to get the prize for free at that time.
  • FIG. 3 is a diagram illustrating another example of an event access signal that may be transmitted to a smartphone of a customer according to a marketing method using a smartphone according to the present invention.
  • the content of the event access signal itself is not significantly different from that of FIG. 2, but is simply a time signal as shown in FIG. 2 in that the action of the customer required by the advertiser "SHAKE IT" is specifically specified. It differs from the access signaling message which contains only conditions and giveaway conditions.
  • a predetermined application mounted on the smart phone recognizes various actions or reactions including shaking the customer at the moment of receiving the text message of FIG. 3 and shaking the customer.
  • the result value (the technique itself for determining whether the application of the smartphone vibration or vibration of the smartphone, the microphone input or the game conditions are achieved is a well-known technique, and thus the detailed description thereof will be omitted). It is sent to the main or application operator server side, and the advertiser or application operator shows an example that the customer is determined to indicate the winner of the event according to the arrival rank of the result value sent by the customer's smartphone application.
  • the advertiser or application operator shows an example that the customer is determined to indicate the winner of the event according to the arrival rank of the result value sent by the customer's smartphone application.
  • step S4 the customer stores a particular time or a specific space (region) set in the content of a specific application operator or an advertiser who has a lot of benefits as well as their preference stored in their smartphone.
  • the customer In order to participate in the prizes or events provided by the application operator or the advertiser (entry) in the various ways to pass through the signal (action) to your smartphone to participate.
  • the customer may shake his smartphone or run a predetermined application of the smartphone.
  • the user inputs a song sound to the microphone input unit of the phone to provide predetermined feedback in response to the advertiser's marketing.
  • Such feedback may be recognized as feedback, for example, when an advertiser first enters a desired song. However, when the advertiser completes a desired song correctly to the end, the feedback is recognized as a completion of the feedback, or a beat is performed by the advertiser.
  • the advertiser's server or the application manufacturer's server may set the conditions so that the feedback to respond to the advertiser's marketing is provided only if the match is made.
  • the server of the advertiser or the application manufacturer may set the score or beat of the song input by the customer as if it were a karaoke device so that the feedback reaction is completed only for the highest scored customer.
  • FIG. 4 is a diagram illustrating an example of allowing a customer to provide predetermined feedback to an advertiser server side according to a marketing method using a smartphone according to an embodiment of the present invention.
  • Figure 4 in response to the event access signal of Figure 3 shaking the user's own smartphone equipped with a device that can detect the movement of the smart phone in accordance with the countdown of 5, 4, 3, 2, 1
  • it's easy to recall a lot of young people shaking their smartphones in the middle of Myeong-dong, for example, in the middle of Myeong-dong, where they can participate in commercials and share fun with people who don't know each other. will be.
  • smartphone users simply choose a screen desktop for their smartphone.
  • Touch one of the content icons or a specific number e.g., the phone number of an advertiser who is an insurer or surrogate operator, a customer or family member, an acquaintance's phone number or social security number
  • a letter or a symbol at least once
  • three touches to three phone number inputs, etc. may be touched to actively communicate the intention to participate in the contents of the corresponding application operator or the advertiser.
  • an operation of blowing or applying pressure with a smartphone or arbitrarily increasing the keypad of the smartphone may be applied.
  • the smartphone itself may vary. It is expected that the function of the hardware of the system will be upgraded and applied to meet the needs. Furthermore, the active participation intention of such a smartphone can be expected even the advertising effect that induces more users by inducing curiosity to other people who use or do not use the smartphone.
  • the utilization of the marketing method using the smartphone according to the present invention, the advertising effect, and the participation rate of customers can be improved in almost unlimited ways. There is.
  • an application operator or advertiser wants to advertise and promote a game or business activity in a specific place such as a professional baseball team or a coffee shop
  • the smartphone users can receive the intention to participate at a specific time and place.
  • the advertising effect of the content may be doubled.
  • smartphone users who enter Jamsil Stadium at a specific place and a specific time such as June 20, 2010, at 7 pm on the smartphone at the stadium ticket office, 'Can be offered on a first-come, first-served basis (ie, encourages Lotte fans to cheer at Jamsil Stadium in Seoul), or discounts on the next fixed level of ships.
  • it can bring advertising and promotion effects as a supporter or supporter of the professional baseball team.
  • a coffee shop or restaurant serves smartphone users who live or work in the area and visit the sales office of the location at a specific time and on a specific day. Show the results to employees at a coffee shop or restaurant, or show a promised participation intention signal (e.g., a winning sign) at the store entrance, giving them an event benefit that allows them to enter and enjoy free food on a first-come, first-served basis. It is also possible to easily identify and database smartphone users who are valuable as potential customers from a geographical point of view.
  • Step S5 of FIG. 1 shows this DB step, and information of smart phone users (eg, age, gender, birthday, place of residence, etc.) of the smartphone users actively responding to the event participation request of the advertiser or application operator.
  • Information of smart phone users eg, age, gender, birthday, place of residence, etc.
  • Information of smart phone users eg, age, gender, birthday, place of residence, etc.
  • Information of smart phone users eg, age, gender, birthday, place of residence, etc.
  • Information of smart phone users eg., age, gender, birthday, place of residence, etc.
  • Smartphone users who participate in the contents of application operators or advertisers may not reach the first-come, first-served first-come first-served basis, instead of receiving the product or service for free on a first-come, first-served basis.
  • various benefits such as discounting or earning mileage for the next lane ranking
  • conditions and an opportunity to actively participate in the contents of the application operator or advertiser may be prepared.
  • the corresponding advertiser may also be provided with the effect of using active participants as target marketing materials of differentiated target customers.
  • FIG. 5 is a diagram illustrating a case in which a smartphone user who provides predetermined feedback in response to an advertiser's request according to the event access signal illustrated in FIG. 3 or 4 wins an event
  • FIG. 6 is FIG. 3 or FIG.
  • FIG. 4 is a diagram illustrating a case in which a smartphone user who provides predetermined feedback in response to an advertiser's request according to the event access signal illustrated in 4 loses an event.
  • the application operator or the advertiser may have a specific content (the advertiser).
  • the advertiser can be easily prepared as a more accurate target marketing material in the future by receiving the differentiated customer information of the user (customer) for the customer's (customer's advertising or promotional content) from the platform's application database.
  • the selected customer information (relatively highly differentiated purchase probability when marketing products of interest) from the platform's corresponding application database to the application operator or advertiser can be transferred to the wireless network.
  • the customer information that is sent online and delivered to these application operators or advertisers can be processed as differentiated customer information because it can be delivered by exposing the preferences or characteristics of smart phone users.
  • Step S5 of Fig. 1 shows the DBization work for this targeted marketing.
  • the "advertiser” may be, for example, a company that distributes advertising items, but may also be a company that directly manufactures the advertising items.
  • a given application operator enters into an advertising contract with a manufacturer or a distributor for a given item, and then the given application operator's server provides feedback on the smartphone-bearing customer, including the behavior of the customer suitable for the advertisement.
  • Sending the event participation message requesting in the form as shown in Figure 2 it is possible for the customer to feel the fun of the event participation with the message as shown in Figure 5 or 6 according to the result. Therefore, the marketing technique according to the present invention can be seen to have a positive effect that can induce a win-win relationship between the manufacturing company and the distributor.
  • an advertiser of an entertainment company based on dance is a dance video of smartphone holders within a 100m radius of the company's location.
  • Event prizes paid in accordance with one embodiment of the present invention may include cash or TV programming opportunities, as well as, for example, automobiles of certain vehicle companies, mileage accrual of certain airlines, travel vouchers, department store vouchers, game money payments, coffee or restaurants. It can be considered in various forms, such as free food and beverage coupons.
  • the feedback behavior of the customer shown in FIG. 4 designates only one action of "SHAKE IT", that is, shaking the smartphone, depending on how the program of the advertiser or the application maker is organized, for example, the corresponding MP3 advertisement message.
  • SHAKE IT shaking the smartphone
  • the first stage of reading all the information the second stage of shouting the manufacturer's name of the MP3 player if it has read the advertising message about the benefits of the MP3 player, and finally the three stages of shaking the smartphone. It is also possible to multiply feedback needs and place conditions that will allow more prizes to be awarded as each stage progresses, or only to those who have completed all stages.
  • the marketing technique according to the present invention is closely related to the concept of "time”. This is because the behavior required by advertisers for smartphone users must be specified in certain places as well as in specific time zones, so that the smartphone users can exclude noise cases that shake their smartphones, for example, without intention to participate in the event. to be.
  • FIG. 7 is a diagram illustrating an example of discount shopping marketing in which a time concept and a social group concept are combined with a marketing method using a smartphone according to an embodiment of the present invention.
  • FIG. 7 illustrates an example in which a marketing technique according to the present invention can be collectively performed at a specific time when there are a large number of users of a smartphone.
  • the act of CLICK the touch screen to give a discount is a case of a feedback action of a customer set by the advertiser.
  • FIG. 8 is a diagram illustrating an example of a joint purchase shopping marketing incorporating a social group concept into a marketing method using a smartphone according to an embodiment of the present invention.
  • the present invention actively utilizes the current situation that the social network is strengthened in marketing, smart
  • the phone concept for example, if a particular user buys an MP3 player jointly with their friends who have been invited to Twitter, they can purchase the product in a co-purchase format at a lower price than the Internet's lowest price.
  • FIG. 9 is a diagram illustrating an example of fixed price discount sales marketing incorporating a discount coupon concept into a marketing method using a smartphone according to an embodiment of the present invention.
  • a smartphone user watching a TV at home purchases the electronic product shown in the drawing at a 30% discounted price within three hours immediately after receiving the message shown in FIG. It is possible to configure so that a 30% discount is given when a purchase is made only while driving a predetermined dedicated application transmitted from an advertiser or an application manufacturer.
  • FIG. 10 is a diagram illustrating an example of providing a motivation for a customer to participate in an event without spending cash, as an example of a marketing method using a smartphone according to an embodiment of the present invention.
  • a smartphone user who participates in the event illustrated in FIG. 10 may increase the likelihood of winning by saving a certain time (eg, 0.002 seconds) when participating in the “SHAKE IT” event as shown in FIG. 4.
  • a certain time eg, 0.002 seconds
  • you apply for the event two times in a row for example, by paying a coupon that can be used on a given website, even if the customer wins right now or shops right now.
  • An example of providing motivation to participate in an event transmitted from an advertiser or the like even without consumption is shown.
  • the "social mileage" of FIG. 10 may be exemplified by the concept of a so-called "acorn", which is an internet money used in a social network site of South Korea, for example.
  • FIG. 11 is a diagram illustrating an example of an event participation message in which a so-called "DOUBLE CHANCE COUPON" payment is allowed to allow a customer who owns a smartphone to win a duplicate of the same event prize in real time.
  • the marketing technique of the present invention makes full use of a special device environment called a smartphone.
  • FIG. 12 is a diagram illustrating an example of executing an event participation message that induces a user to participate in a predetermined event provided by an advertiser by providing a motivation of “time saving” illustrated in FIG. 10.
  • time saving for example, it is possible to set a time saving benefit of 0.0001 seconds per participant in order to attract as many customers as possible. For example, if 1000 customers participate in the event, the customer can save 0.1 seconds of time. You can get the result given by.
  • the present invention relates to a marketing technique utilizing the unique device environment of a smartphone that can be loaded with an application
  • the present invention relates to information of a user or a customer who uses the smartphone through a smartphone that can use various applications. If it is possible to implement a method for marketing advertising promotion using a smartphone that can accurately target marketing accordingly it should be regarded as falling within the scope of the technical idea of the present invention.
  • a customer uses a variety of methods for a predetermined signal (a type of advertiser or operation including an operation using a smartphone).
  • a predetermined signal a type of advertiser or operation including an operation using a smartphone.
  • the marketing technique illustrated in the present invention may be performed by an advertiser alone or by a smartphone application manufacturer or a manufacturer alone, the marketing technique may also be performed by a combination of an advertiser and a smartphone application manufacturer. It should be noted that more than one advertiser may exist, such as a floating company and a manufacturer.
  • the marketing technique presented in the present invention may be implemented in the form of a program on a server of an advertiser or an application manufacturer, and may also be implemented in the form of an object in such a program in a computer-readable recording medium, advertiser / application manufacturer It can also be implemented in the form of a system in which a third party of a server, a wireless carrier, a wireless network, and a customer terminal are all involved.

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Abstract

La présente invention concerne un procédé de commercialisation utilisant un téléphone intelligent sur un réseau comprenant un serveur d'annonceur ou un serveur de fabricant d'application qui signe un contrat de publicité à l'aide d'un téléphone intelligent prédéterminé en provenance du serveur d'annonceur et comprend une application de téléphone intelligent prédéterminée dans celui-ci. Le procédé de commercialisation de la présente invention comprend : une première étape consistant à permettre au serveur d'annonceur ou au serveur de fabricant d'application de transmettre l'application de téléphone intelligent prédéterminée au téléphone intelligent prédéterminé d'un client selon une requête du téléphone intelligent du client ; une deuxième étape consistant à permettre au serveur d'annonceur ou au serveur de fabricant d'application de transmettre un message comprenant les informations de commercialisation prédéterminées ayant une rétroaction particulière du client au téléphone intelligent du client ayant l'application de téléphone intelligent prédéterminée transmise ; et une troisième étape consistant à transmettre la rétroaction particulière du client du téléphone intelligent du client au serveur d'annonceur ou au serveur de fabricant d'application par l'intermédiaire du réseau par utilisation de l'application de téléphone intelligent prédéterminée devant être utilisée par le téléphone intelligent du client. La présente invention peut rendre maximal l'effet de commercialisation à l'aide du téléphone intelligent en permettant au client utilisant le téléphone intelligent de transmettre un signal prédéterminé à l'entreprise correspondante ou à l'annonceur correspondant par l'intermédiaire de différents procédés de façon à recevoir différents avantages fournis à partir de l'annonceur.
PCT/KR2011/006667 2011-09-08 2011-09-08 Procédé de commercialisation utilisant un téléphone intelligent WO2013035901A1 (fr)

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