마케팅뉴스 2020. 02. 20

1. 광고인데 표기 안 한 알리·테무

중국계 이커머스 업체들이 모바일 앱을 통해 규정에 어긋나는 광고를 발송해 물의를 빚고 있다. 국내에서 영업하면서 관련 법을 지키지 않고 있다. 알리익스프레스와 테무는 최근까지 '광고'라고 표기하지 않고 광고성 휴대전화 문자메시지나 앱 푸시, 이메일 등을 보낸 것으로 파악됐다.

2. 덩치만 키운 슈퍼앱, 이용시간은 짧았다

최근 나온 국내 ‘슈퍼 앱’의 성과가 떨어지는 것으로 나타났다. 국내 이용자의 앱 주간 이용시간 순위에서 상위 50위 안에 이름을 올린 슈퍼 앱은 카카오톡, 네이버, 티맵, 토스 등 4개뿐이었다. 지난해 슈퍼 앱이라고 나온 앱 중에선 50위권에 이름을 올린 앱이 없었다.

3. 불황에 중고폰 시장 두드리는 중고 플랫폼

중고 거래 플랫폼 업체들이 최근 불경기로 인기가 높아진 중고 휴대전화 거래 사업 확대 움직임을 보이고 있다. C2C업체들이 중고 휴대전화 거래를 지원하는 것은 최근 중고 휴대전화 인기가 높아지고 있어 이용자 확대 계기가 될 수 있기 때문으로 보인다.

4. 네이버 밴드, 학급 밴드 공략한다

네이버 밴드가 교육 현장에서 활용하는 학급 밴드로 활로를 찾는 모양새다. 학급 밴드는 코로나19로 원격 수업이 시작되면서 주요 교육 현장에서 소통 채널로 부각됐다. 지난해 개설된 학급 밴드 및 학부모 밴드는 6만 개다. 지난해 신규 가입자는 111만 명으로 집계됐다.

5. '앞광고제작소'로 MZ 고객 늘린 현대홈쇼핑

TV 시청자 감소로 침체기를 겪는 홈쇼핑업계가 ‘자체 콘텐츠’로 활로를 모색하고 있다. 단순 상품 판매에서 벗어나 재미 요소를 더한 예능형 콘텐츠를 앞세워 2030 세대 소비자를 끌어들이고 있다. 현대홈쇼핑은 자체 유튜브 채널 ‘앞광고제작소’로 신규 MZ세대 고객이 대거 유입됐다고 밝혔다.

6. AI 썼더니 광고효과 2배... 네이버·LG전자 공동 연구

네이버클라우드가 하이퍼클로바X를 디스플레이 광고에 적용한 결과 효과가 2배가량 향상됐다고 밝혔다. 네이버클라우드는 대규모 사용자 행동 모델 '클로바 클루'와 LG전자 스마트홈 특화 사용자 행동 모델의 융합 연구 성과를 네이버 디스플레이 광고에 적용해 이 같은 성과를 달성했다고 밝혔다.

7. 경기침체·고물가 덕에 PB시장 1년 새 12% '쑥'

경기 침체와 고물가 영향으로 유통업체의 PB 상품 매출이 늘었다는 조사 결과가 나왔다. 2022년 4분기부터 지난해 3분기까지 국내 PB 상품 시장 규모는 전년보다 11.8% 성장했다. 소비재 시장 성장률 1.9%보다 6배가량 높았다. 특히 식품 부문이 12.4% 성장해 PB 시장 성장을 견인했다.

 

1. It's an ad, but it's not marked. Ali Temu

Chinese e-commerce companies are causing a stir by sending out advertisements that violate the regulations through mobile apps. While operating in Korea, they are not complying with related laws. Until recently, AliExpress and Temu were found to have sent advertising mobile phone text messages, app push, and e-mails without labeling them "advertisement."

2. Super App, which has grown in size, had a short usage time

Recently, Korea's "super app" has shown poor performance. Only four super apps were listed in the top 50 in the weekly app usage time ranking of Korean users, including KakaoTalk, Naver, T-Map, and Toss. None of the apps that were listed as "super apps" last year were listed in the top 50.

3. Used Platform Beats Used Phone Market in Recession

Used trading platform companies are moving to expand their used mobile phone trading business, which has become popular due to the recent recession. C2C companies are supporting used mobile phone transactions because used mobile phones have recently become increasingly popular, which could serve as an opportunity to expand users.

4. Naver Band Targets Class Band

Naver Band seems to be looking for a way out as a class band used in the educational field. Class bands have emerged as a communication channel in major educational fields as remote classes began due to COVID-19. There were 60,000 class bands and parent bands opened last year. Last year, the number of new subscribers stood at 1.11 million.

5. Hyundai Home Shopping Has Increased MZ Customers With 'Pre-Advertising Production Shop'

The home shopping industry, which is suffering from a slump due to a decline in TV viewers, is seeking a way out with its own contents. It is attracting consumers in their 20s and 30s by banking on entertainment-type contents that add fun elements to its sales beyond simple products. Hyundai Home Shopping said that its YouTube channel "Advertising Production Station" has attracted a large number of new MZ generation customers.

6. Using AI doubles the advertising effectiveness... Naver and LG Electronics' joint research

Naver Cloud said its application of HyperClova X to display advertisements has doubled the effectiveness. Naver Cloud said it achieved the result by applying the convergence research of the large-scale user behavior model "Clova Clue" and LG Electronics' smart home-specific user behavior model to Naver display advertisements.

7. 12% 'Sugwort' in PB Market in 1 Year Due to Economic Recession and High Prices

Retailers' sales of PB products increased due to the economic downturn and high prices, according to a survey. From the fourth quarter of 2022 to the third quarter of last year, the size of the domestic PB product market grew 11.8% year-on-year. It was about six times higher than the 1.9% growth rate in the consumer goods market. In particular, the food sector grew 12.4%, driving the growth of the PB market.