Digital Playground(디지털 놀이터 영문판)

10 Building Blocks of Digital Marketing

류승경 번역 · Thomas Hongtack Kim(김홍탁) 저자(글)

중앙M&B · 2015년 06월 01일

책 소개

디지털 글로벌 마케팅의 선두 주자로 손꼽히는 김홍탁이 분석한 디지털 마케팅 인사이트 《디지털 놀이터》의 영문판. 기업과, 그 기업을 구성하는 모든 크리에이터에게 해당하는 말이기도 하다. ‘디지털’이 그 진화를 가능케 하고 있다. 남은 것은 달라진 환경에 적응하는 것, 그리고 폭발하는 미디어와 소비자의 니즈를 조율할 ‘큐레이팅’ 능력에 대한 답을 제시한다.

작가정보

번역 류승경

역자 류승경 (Sung Ryu) is an English/Korean translator and former marketing professional. After earning her BBA at the University of Toronto(specialist program in Marketing) and working for 3 years in marketing and project management, Sung decided to pursue her love for words by becoming a professional translator. Currently, she is studying at the Graduate School of Interpretation & Translation, Hankuk University of Foreign Studies, while translating creative works on a freelance basis.

저자(글) Thomas Hongtack Kim(김홍탁)

저자 homas Hongtack Kim(김홍탁) is an award-winning creative director, author, translator, and speaker from South Korea. He has been responsible for increasing the brand value of Samsung Electronics and other South Korean brands, primarily through integrated campaigns targeting the global market and digital CSV (Creating Shared Value) projects.
Thomas joined Cheil Worldwide in 1995, where he served as Global Creative Director, Interactive Creative Director, and Executive Creative Director of its Creative Innovation Group. Currently, he is the CCO and Founder of The Playground, a consortium of 12 companies from various fields.

Among South Korea’s first creatives to venture into global advertising, Thomas won numerous accolades from the prestigious Cannes Lions International Festival of Creativity, London International Awards, One Show, D&AD, New York Festival and other major advertising festivals. As a result, he was named Creator of the Year by Campaign Asia Pacific in 2012 and was ranked in the Top 10 Executive Creative Directors (ECD) worldwide by the UK-based Directory Big Won in 2013, becoming the only Asian ECD to have made the list to date.
In the year 2012, he was invited to judge the Cannes Chimera, an initiative organized by the Cannes Lions and the Bill & Melinda Gates Foundation. He also spoke at the Cannes Lions, Anuncio@Madrid, Spikes Asia@Singapore, ROI@Shanghai, Google Taiwan,Yahoo Hong Kong, Blizzard, and more.

Thomas is the author of 《Ads: the First Element of Pop Culture》 and 《When Advertising Meets Libido》 and has translated 《Shake That Brain》 and 《Advertising is Dead: Long Live Advertising!》 into Korean. He has also been a contributor to major South Korean newspapers and magazines. He continues to collaborate with experts across disciplines for collective intelligence projects with the aim of driving change in the communication solutions of today’s new digital ecosystem.

목차

• Introduction
  Part I: 10 Key Concepts of Digital Marketing
  How are creatives around the world winning the hearts of consumers?
  
  01 Playground
  Experiential advertising: From mind share to life share
  The evolution of digital marketing: Connecting with consumers at every moment of their lives
  
  02 Ambient Media
  The magic of ambient media
  
  03 Viral
  The key to a killer viral campaign: Stand out at the right time
  Storytelling marketing: Brands need stories
  
  04 Collaboration
  Co-creation: Creative process gone hybrid
  Crowdsourcing: Tapping into the global ecosystem of experts and their collective intelligence
  Collaboration requires a change in mindset
  
  05 YouTube Generation
  PSY fever and the power of YouTube
  The birth of “we”: Sharing warmth
  YouTube remaps the American political landscape
  
  06 Like, Share, Follow, Retweet
  Social media fuels the digital advertising market
  The age of the one-man media: The public sets its own agenda
  The demise of push advertising: Consumers have changed
  Smart consumers know what companies are thinking
  
  07 Mobile
  The mobility mentality
  Digital detox: A counterculture
  
  08 Innovation
  Technology and innovation: A revolutionary future approaches
  Google shoots for the moon: Moonshot thinking
  Amazon: From A to Z
  Japan leads innovation in digital marketing with a focus on details
  Prototypes: The embryo of innovation
  
  09 Digital Warmth
  Technology with a human face: Marketing to create analog, human value
  
  10 Creating Shared Value
  Cannes Chimera: Creating shared value through collective intelligence
  CSV boosts revenues and brand equity
  Downtown Project: From survival to co-existence
  
  Part II: 10 Hottest Campaigns in the Digital Decade
  Top 10 game changers of the decade in digital marketing
  
  01 BMW Films
  02 Nike+
  03 Evolution
  04 Uniqlock
  05 Whopper Sacrifice
  06 Smell like a Man, Man
  07 Fun Theory
  08 Museum of Me
  09 Re: Brief
  10 Dumb Ways to Die

책 속으로

Marketers around the world no longer only think about what to say to customers but also how to engage them. They are especially interested in building a “playground” for consumers in a digital environment. A brand’s playground should fascinate consumers; they should be itching to try it out, like children waiting impatiently for breaktime. They should be the ones to seek out and experience the brand, and then share what they felt was valuable or interesting about it. Designing a playground where people meet, play with, and share the brand is the key to success in today’s marketing industry, in which mass media can no longer simply push information to consumers. Marketers now have a range of communication channels to reach customers, and customers come into more contact with the brand in various ways. Digital technology is the medium through which marketers can set up this playground and induce enthusiasm from customers.
_ in Part of 01 Playground

It would not be an overstatement to say that the advent of YouTube in 2005 caused a swift paradigm shift in marketing. YouTube put an end to one-way communication. Rather than watching what was being pushed to us on TV, we could engage in two-way communication via YouTube. We could quite easily share our own videos with the world, and watch what other ordinary people had created beyond the constraints of time and space. The birth of a medium that encouraged participation and sharing virtually revamped our communication ecosystem.
Video is becoming the go-to medium for any type of resource. People turn to video, instead of image or text, to find out how to dribble a soccer ball, make an unusual dish, learn groovy dance moves, do difficult yoga poses, open a bag of chips with ease, or use certain functions on various smart devices. This is a culture forged by YouTube. Now, we can watch practically anything on YouTube. It’s not surprising to learn that every minute, a hundred hours’ worth of video is uploaded to YouTube.
_ in Part of 05 YouTube Generation

출판사 서평

빌 게이츠가 손 내민 광고계의 거인, 김홍탁의 디지털 마케팅 인사이트
국내외 마케팅 트렌드를 제시한 <디지털 놀이터> 영문판 전격 출간!
“Meet, Play, Share(만나서 놀고 퍼뜨리다)!”

[이 책은]

How are the best creatives winning the hearts of consumers around the world? Award-winning creative director Thomas Hongtack Kim shares ten key concepts that shed light on how digital marketing has evolved in the last decade and why that matters to marketers today. This book explores fascinating case studies illustrating these ten concepts and offers insights for marketing professionals and students.


[출판사 서평]

For all creative professionals in the Age of the Digital Being:
the days of the same old, run-of-the-mill advertising are over.

In an age when marketers ask “How do we engage customers?” instead of “What do we say to customers?”, when digital technology has become the new human sense, when media channels are cluttered with content, how can marketers win the hearts of consumers?
This book is a guide to this age, and to the Genesis of our new communication ecosystem.

This is why Kim call the ten years from 2003 to 2013 the "Digital Decade" and document its glorious history here, during which the world has seen an explosion of digital platforms. You can think of this book as what the Book of Genesis is to the Bible?a narrative of how a world was born. This is the idea that led Kim to write this book, in the hope that readers would find it worthwhile to learn about the origins of the world of digital marketing, especially when no one knows for sure where it will go, or how far.
This book has two parts. In Part I, it looks at ten key concepts that define this new ecosystem of digital communication. From "Playground" to "Creating Shared Value," these ten key concepts explain why the digital communication ecosystem exists by illustrating its function and value. In Part II, it explores ten campaigns that pushed the envelope in digital marketing. Thanks to these campaigns, people around the world now enjoy new ways of communication, while creative professionals have case studies they can gain insights from. Kim notes that all of these campaigns have employed playground-like platforms that engage people, let them have fun with the brand, and make them want to share the fun or valuable things they've come across. So as Kim puts it, "the key to digital marketing, in a nutshell, is creating an engaging, valuable, and fun playground."
This guide to the decade of the digital ecosystem will serves as a useful companion to advertising and communications students, as well as advertising, PR, and marketing professionals seeking new ways to connect with consumers, and everybody else whose lives have become intertwined with and rewired by the digital world.

기본정보

ISBN	9788964562161 ( 896456216X )
발행(출시)일자	2015년 06월 01일
쪽수	272쪽
크기	147 * 220 mm
총권수	1권