마케팅뉴스 2024. 02. 23

1. AI 챗봇이 검색엔진 빠르게 대체할 것

챗GPT와 같은 AI 챗봇 서비스가 검색엔진의 역할을 빠른 속도로 대체할 것이라는 전망이 나왔다. 가트너에 따르면 구글 등 검색엔진을 통한 검색 횟수가 2026년에는 약 25% 줄어들 것으로 예상된다. 기업들이 시장 변화에 맞춰 검색광고를 축소하면 구글과 MS 등 기업에 타격이 불가피하다.

2. 디스플레이 광고 매출 줄어도 웃는 네이버

네이버의 DA 매출은 지난해 8460억 원으로 전년대비 약 940억 원 줄었다. 업계에서는 행태정보 수집 관련 규제와 쿠키 수집 중단으로 광고주의 광고 선호도가 떨어진다는 지적이다. 네이버는 구글 등에서 맞춤형 광고가 어려운 광고주들이 네이버 DA를 찾을 것이라며 오히려 환영하는 모습이다.

3. 뷰티업계 최저가 마케팅 열풍

화장품 시장에 최저가 마케팅 열풍이 불면서 최저가가 아니면 차액을 보장해 주겠다는 곳이 등장했다. 다이소의 값싼 화장품이 인기를 끌자 이커머스 업체들도 저가 마케팅에 합류하면서 벌어지는 현상이다. 쿠팡, 알리 등도 뷰티 카테고리를 확장하고 있어 저가 경쟁은 한층 더 치열해질 전망이다.

4. 네이버, 딥페이크 관련 검색 결과에 경고 문구 띄운다

네이버가 딥페이크 관련 키워드 검색 결과에 '경고 라벨'을 붙이는 방안을 검토한다. 자사 AI 서비스인 클로바X에서 음란성 콘텐츠나 얼굴 합성을 요청하는 경우 결과물을 내놓지 않도록 조치를 취한 것이 대표적이다. 또, 딥페이크 관련 특정 키워드 검색 결과에 경고 문구를 노출하겠다는 계획이다.

5. 부산국제마케팅광고제, 유료화로 자생력 강화

부산국제마케팅광고제는 자생력 강화를 위해 2024년 전문가 부문의 출품을 유료화한다. 시상식의 품질과 권위를 한 단계 높이고, 지속 가능한 성장을 보장할 것이라고 광고제 조직위 측은 설명했다. 부산국제마케팅광고제는 8월 부산 벡스코와 해운대 일원에서 개최된다.

6. 구글, 초경량화 새 오픈 AI모델 '젬마' 공개

구글이 AI 개발자와 연구자를 위한 초경량화 오픈 모델 '젬마(Gemma)'를 공개했다. 사용자는 개인 노트북과 데스크톱에서 젬마로 연구를 즉시 진행할 수 있다. 젬마 사용자는 개인 노트북과 데스크톱에서 로컬로 모델을 이용할 수 있다. 사물인터넷(IoT), 모바일, 클라우드와도 호환된다.

7. 퀵커머스 경쟁, MFC로 승부한다

근거리 배송에 대한 수요가 늘면서 국내 퀵커머스 서비스 시장은 2021년 1조 2천억 원에서 2025년이면 5조 원 규모로 커질 전망이다. 퀵커머스 시장의 급성장을 뒷받침하는 건 도심형 물류센터(MFC)다. 배달의민족이나 올리브영, 다이소 등이 매장을 MFC로 활용하면서 경쟁하고 있다.

 

 

1. What AI Chatbots Will Replace Search Engines Quickly

It is predicted that AI chatbot services such as ChatGPT will rapidly replace the role of search engines. According to Gartner, the number of searches through search engines such as Google will decrease by about 25% in 2026. If companies reduce search advertisements in line with market changes, it will inevitably hurt companies such as Google and Microsoft.

2. Naver Laughs Even When Display Advertisement Sales Fall

Naver's DA revenue dropped by 94 billion won year-on-year to 846 billion won (approx. Industry sources point out that advertisers' preference for advertisements is declining due to regulations on behavioral information collection and suspension of cookie collection. Naver seems to be welcoming advertisers who have difficulty in customizing their ads on Google and other sites, saying that they will seek Naver DA.

3. Beauty Industry's Lowest Price Marketing Fever

With the lowest price marketing craze in the cosmetics market, some places have emerged that say they will guarantee the difference if it is not the lowest price. This is a phenomenon that occurs as e-commerce companies join low-cost marketing as Daiso's cheap cosmetics are gaining popularity. Coupang and Ali are also expanding their beauty categories, which is expected to intensify competition at low prices.

4. Naver Launches Warning Phrases in Deep Fake-Related Search Results

Naver is considering attaching a 'warning label' to the search results of keywords related to deepfake. A typical example is that when Clova X, its AI service, requests obscene content or face synthesis, it has taken measures not to release results. It also plans to expose warning phrases to specific keyword search results related to deepfake.

5. Busan International Marketing Advertising Festival Strengthens Self-Sustainability by Paying

The Busan International Marketing and Advertising Festival will charge the participation of the 2024 professional category to enhance self-sustainability. The festival's organizing committee explained that it will raise the quality and authority of the award ceremony to the next level and ensure sustainable growth. The Busan International Marketing and Advertising Festival will be held in Busan BEXCO and Haeundae areas in August.

6. Google Unveils 'Gemma', a New Open AI Model for Ultra-Lightening

Google has unveiled Gemma, an ultra-lightweight open model for AI developers and researchers. Users can immediately proceed with Gemma's research on their laptops and desktops. Gemma users can use the model locally on their laptops and desktops. It is also compatible with the Internet of Things, mobile devices, and cloud.

7. Quick commerce competition will compete with MFC

As demand for short-distance delivery increases, the domestic quick-commerce service market is expected to grow from 1.2 trillion won in 2021 to 5 trillion won in 2025. The rapid growth of the quick-commerce market is supported by urban distribution centers (MFCs). Baedal Minjok, Olive Young and Daiso are competing to use their stores as MFCs.