다채널 미디어 환경에서 브랜디드 콘텐츠 마케팅의 유형에 관한 연구

Abstract

The purpose of this study is to analyze a type of a marketing strategy for branded contents from diverse perspectives after subdividing a type through surveying the present status and the application cases at home and abroad along with a theoretical consideration of the branded contents marketing in multi-channel media environment. To do this, a scope of the research was progressed a research by being limited to digital media in online and SNS platform targeting branded contents in the domestic enterprises. In terms of a research method, the theoretical consideration was made focusing on documentary materials. The data relevant to a case analysis was utilized the D/B search mainly through internet. The statistics for objective data were quoted statistical materials in a relevant field. As a result of the research, a type of the branded contents in online and social channel can be segmented into the blog(cafe) of being operated by brand, the brand & webtoon, the brand & one-person media, the brand & web drama, the brand & music, and the brand & game. The branded content is recently inducing interest to a method of projecting brand image into a story through allowing them to connect to several entertainment genres with escaping from a form of simply exposing a product while consumers of having a negative attitude toward commercial advertisement fail to perceive that it is advertisement. A type of a branded contents strategy can be classified into 5 things such as securing trust, obtaining sense of existence, offering high value, supportive service, and a support for community. Many brands are applying various contents to the brand marketing aiming at the contents marketing for securing trust. A contents strategy for obtaining sense of existence, which attracts customers eyes and participation in order to secure brand awareness, was surveyed to be progressed most actively by utilizing diverse contents. The country is in the real situation of failing to be positive yet in a contents strategy for offering high value and in a contents strategy for a supportive service. Many enterprises were surveyed to make a great effort now for the branded contents strategy in order to form community of implementing and maintaining a positive relationship that gives trust to consumers through operating and managing blog, cafe and Facebook rather than homepage. Accordingly, this study is expected to be utilized as fundamental research data to establish a branded contents marketing strategy.