마케팅뉴스 2024. 02. 19

1. 당일배송 선전포고한 알리

알리익스프레스는 1년 전만 해도 한 달 넘게 소요되던 배송기간을 지난해 중반 들어 1주일 이내로 줄이더니, 올해 하루 만에 배송하겠다고 공언했다. 한국에 자체 물류 거점을 구축해 쿠팡, 네이버 등 국내 이커머스처럼 익일·새벽배송 시스템을 갖추겠다는 것이다.

2. 네이버, 먹튀 방지... 배송 전 자동구매확정 불가

네이버는 다음 달 20일부터 자동구매확정 예정 건의 시스템 모니터링을 강화해 배송정보가 누락되거나 배송 일시가 이상할 경우 자동구매확정을 무기한 연장하는 제재 정책을 시행한다. 현재는 국내 상품은 28일, 해외 상품은 45일 뒤 자동 확정돼 판매자에게 대금이 입금된다.

3. 네이버 검색광고, '반응형 소재' 도입

네이버는 3월 중으로 사이트 검색광고에 효율적인 광고 노출을 위한 '반응형 소재'를 도입한다고 밝혔다. 기존 광고 소재는 광고주가 입력한 고정된 소재만 표시했으나 반응형 소재는 광고주가 등록한 제목과 설명문을 토대로 조합하여 효과가 높을 것으로 기대되는 소재가 노출된다.

4. 컬리, 올리브영에 도전장… 저격 마케팅 통할까

컬리가 '최저가' 마케팅으로 '뷰티컬리' 키우기에 나섰다. 올리브영 온라인몰보다 비쌀 경우 차액을 적립금으로 보상하는 행사를 통해 고객 유입을 노리는 전략이다. 업계에서는 컬리가 '올리브영'을 직접 겨냥해 본격적으로 선전포고를 했다고 보고 있다.

5. 중국 이커머스 공습에 득 보는 한국기업

국내에서 알리익스프레스와 테무 등 중국 이커머스를 이용하는 사용자가 빠르게 늘면서 테무 결제 서비스를 담당하는 NHN KCP가 웃음 짓고 있다. KCP는 기존 가맹점의 꾸준하게 성장하는 가운데 새벽배송, 글로벌 OTT, 중국 직구 업체를 신규 고객사로 확보하면서 거래액이 늘었다고 밝혔다.

6. 네이버 프리미엄콘텐츠, 새 창작자 1천 명 키운다

네이버 유료 콘텐츠 플랫폼 프리미엄콘텐츠가 신규 창작자를 발굴하고 이들의 성장을 지원하는 공모전을 개최해 올해 1천 명 규모의 창작자를 추가 확보한다. 현재 프리미엄콘텐츠는 정식 서비스 2년 만에 700만 MAU를 확보하며 성공적으로 유료 콘텐츠 시장을 개척하고 있다는 평가다.

7. 메타, 광고주들 애플 수수료 피할 수 있는 방법 공개

메타는 광고주들에게 ‘부스트된 게시물’ 광고를 구입할 때 애플의 30% 수수료를 피하기 위해 웹 브라우저를 이용하라고 조언했다. 메타는 이달 말부터 아이폰과 아이패드용 앱에서 부스트된 게시물을 구매광고주들에게 애플의 정책을 따르기 위해 30%의 추가 수수료를 부과할 예정이다.

 

1. Ali Declared Same-Day Delivery

AliExpress reduced the delivery period, which took more than a month a year ago, to less than a week in mid-year last year, and vowed to deliver it in one day this year. It plans to establish its own logistics base in Korea and have an next-day and early-morning delivery system like domestic e-commerce such as Coupang and Naver.

2. Naver, Prevent Eating and Frying... Automatic purchase cannot be confirmed before delivery

Naver will strengthen the system monitoring of automatic purchase confirmation from the 20th of next month to implement a sanctions policy to extend automatic purchase confirmation indefinitely if delivery information is omitted or the delivery date is abnormal. Currently, domestic products will be automatically confirmed after 28 days and overseas products will be paid to the seller.

3. Naver's search advertisement introduces 'responsive materials'

Naver said it will introduce "responsive materials" to efficiently expose advertisements to site search advertisements in March. Existing advertising materials only displayed fixed materials entered by advertisers, but reactive materials are combined based on the title and explanatory text registered by the advertiser to expose materials that are expected to be highly effective.

4. Curly challenges Olive Young... Will sniper marketing work

Curly has started to grow "Beauty Curly" through "Lowest Price" marketing. If it is more expensive than Olive Young's online mall, the strategy is to attract customers through an event that compensates the difference with reserves. The industry believes that Curly declared war in earnest by targeting "Olive Young."

5. South Korean firms benefiting from Chinese e-commerce raids

NHN KCP, which is in charge of Temu payment service, is laughing as the number of users using Chinese e-commerce such as AliExpress and Temu in Korea is increasing rapidly. KCP said that the transaction volume increased as it secured early morning delivery, global OTT, and direct Chinese companies as new customers amid the steady growth of existing affiliates.

6. Naver Premium Content Raises 1,000 New Creators

Naver's paid content platform Premium Content will find new creators and hold a contest to support their growth, securing an additional 1,000 creators this year. Currently, premium content is successfully pioneering the paid content market by securing 7 million MAU in two years of official service.

7. Meta Reveals How Advertisers Can Avoid Apple Fees

Meta advised advertisers to use its web browser to avoid Apple's 30% fee when purchasing "boosted posts" ads. Meta will charge an additional 30% fee to purchase advertisers to follow Apple's policy for posts boosted on apps for iPhones and iPads starting later this month.