마케팅뉴스 2024. 02. 14

1. 유통업계 '포스트 설 마케팅' 봇물

유통업계가 연휴를 앞두고 유통된 상품권과 세뱃돈 등을 사용하려는 소비자들을 겨냥해 '포스트 설' 마케팅에 돌입했다. 짧은 설 연휴에 이어 밸런타인데이와 웨딩 시즌이 다가오면서 선물, 데이트, 혼수 수요가 몰릴 것으로 예상돼 할인, 체험, 팝업스토어 등의 행사를 준비하고 있다.

2. 유튜버·틱톡커도 모신다… 창작자 문 넓히는 네이버

네이버가 유튜버, 틱톡커 등 경쟁 플랫폼 창작자들도 네이버 입점 브랜드들과 협업할 수 있도록 문을 넓힌다. 네이버는 올 1분기 내에 브랜드 커넥트를 이용할 수 있는 창작자 자격을 확대할 계획이라고 밝혔다. 경쟁력 있는 해외 플랫폼이 국내 플랫폼까지 위협하자 창작자 확보에 나선 것이다.

3. 아마존 넘보는 테무… 슈퍼볼 광고에 수백억 썼다

초저가 상품을 앞세운 테무가 공격적인 마케팅을 펼치며 미국을 흔들고 있다. 테무는 연간 10억 달러 이상 광고비를 쏟아부으며 미국 내 광고 시장까지 움직이고 있다. 업계에서는 테무의 성장이 아마존을 위협하며 미국 온라인 시장을 붕괴시킬 수 있다고 경고하고 있다.

4. 쿠팡도 철수한 퀵커머스 도전하는 컬리

컬리가 연내 퀵커머스 시장에 진출한다. 퀵커머스는 주문 후 30분~1시간 이내에 소비자에게 상품을 배달해 주는 서비스다. 이마트와 쿠팡 등 대형 유통사들이 앞서 퀵커머스에 도전했다가 철수한 가운데 컬리가 기존 사업과 시너지를 낼 수 있을지 관심이 집중되고 있다.

5. 엑스, 프리롤 광고 권한 확대… 광고주 웃을까

엑스의 광고주가 프리미엄 콘텐츠 크리에이터 목록에 광고를 게재할 수 있게 됐다. 엑스는 광고주가 엑스의 광고 관리자를 사용해 홈 타임라인과 프로필 모두에서 선택한 크리에이터의 동영상 콘텐츠에 프리롤 광고를 실행할 수 있도록 권한을 부여한다고 발표했다.

6. 커머스도 '빅블러' 전성시대… 미디어 영향력 확장

업종이나 산업 간 경계가 허물어지는 ‘빅블러’ 현상이 두드러지고 있다. 경기 불황이 지속되자 기업들이 수익 창출을 위해 잇따라 사업 분야 확장에 나섰기 때문이다. 이커머스 업계도 취향과 감성을 중시하는 2030 소비자들의 욕구를 효과적으로 자극하는 콘텐츠가 업계의 화두로 떠오르고 있다.

7. 큐텐, 쇼핑 플랫폼 위시 인수

큐텐은 글로벌 서비스 위시에 대한 포괄적 사업양수도계약을 체결했다고 밝혔다. 거래의 대부분이 유럽과 미국에서 발생하는 위시 인수로 큐텐은 글로벌 이커머스 생태계 구축에 한층 박차를 가한다는 계획이다. 인수대금은 약 1억 7300만 달러라고 알려졌다.

 

1. The distribution industry's 'post-New Year's marketing' flood

The distribution industry has launched a "post-New Year's" marketing campaign targeting consumers who want to use gift certificates and New Year's cash distributed ahead of the holiday. Following the short Lunar New Year holiday, Valentine's Day and wedding season are approaching, and as demand for gifts, dates and weddings is expected to gather, events such as discounts, experiences and pop-up stores are being prepared.

2. YouTubers and TikTokkers are also on hand... Naver is expanding its creator market

Naver will expand its market to allow creators of competitive platforms such as YouTubers and TikTokkers to collaborate with Naver's brands. Naver said it plans to expand the qualifications of creators who can use Brand Connect within the first quarter of this year. As competitive overseas platforms have threatened domestic platforms, the company is seeking to secure creators.

3. Amazon Numbo Temu... Spent tens of billions on Super Bowl ads

Temu, which is based on ultra-cheap products, is shaking the U.S. with aggressive marketing. Temu is spending more than 1 billion dollars a year on advertising, moving the U.S. advertising market. Industry sources warn that Temu's growth could threaten Amazon and disrupt the U.S. online market.

4. Coupang also withdrew from Quick Commerce challenge

Curly will enter the quick commerce market within this year. Quick commerce is a service that delivers products to consumers within 30 minutes to 1 hour after ordering. With large retailers such as E-Mart and Coupang having previously challenged Quick Commerce and withdrawn, attention is focusing on whether Curly will be able to create synergy with existing businesses.

5. X Expands Pre-Roll Advertising Rights... Will Advertisers Laugh

X's advertisers will now be able to place ads in the list of premium content creators. X announced that it will authorize advertisers to use X's Ad Manager to run pre-roll ads on video content of creators selected from both their home timeline and profile.

6. Commerce is also in the heyday of 'Big Blur'... Expanding Media Influence

The "Big Blur" phenomenon, in which the boundaries between industries and industries are breaking down, is noticeable. This is because companies have expanded their business fields one after another to generate profits as the economic recession continues. In the e-commerce industry, content that effectively stimulates the needs of consumers in their 20s and 30s who value taste and sensitivity is emerging as a hot topic in the industry.

7. Q10 Acquires Shopping Platform Wish

Q10 announced that it has signed a comprehensive business transfer contract for Global Service Wish. With most of the transactions taking place in Europe and the United States, Q10 plans to further accelerate the establishment of a global e-commerce ecosystem. The acquisition price is said to be about $173 million.