Customer Acquisition (고객 획득)

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class="post-content"> <div class="offset-lg-2 col-lg-8"> <h1>Customer Acquisition (고객 획득)</h1> </div> <div class="offset-lg-2 col-lg-8"><div class="bb__text"><p>대기업, 중소기업, 스타트업, 회사의 규모에 상관 없이, 점점 높아지는 성장 및 수익 목표를 충족해야 하는 필요성 때문에 기업들은 새로운 고객의 발견 및 전환을 모든 디지털 플랜의 중요한 부분으로 포함시키고 있습니다. 그러나 오늘날의 온라인 환경에서 새로운 고객을 획득하는 일은 결코 간단하지도 쉽지도 않습니다. 잠재 고객들은 여러 가지 디바이스와 채널을 사용하고, 수많은 광고와 콘텐츠에 지속적으로 노출됩니다. 적절한 비용으로 올바른 메시지를 사용해 올바른 고객을 발견 및 유도하는 일은 만만치 않은 일입니다.</p> <p>온라인 고객 획득 마케팅 캠페인을 진행 중이거나, 진행을 계획하고 있는 마케터라면, ROI 극대화를 위해 몇 가지 할 수 있는 일이 있습니다.</p> <p>그러나 먼저 정의를 확인해볼 필요가 있습니다.</p> <h2><strong>고객 획득이란?</strong></h2> <p>고객 획득은 새로운 고객을 확보하는 행위를 말합니다. 여기에는 새로운 고객을 발견하고 이들이 구매하도록 유도하는데 사용되는 오프라인/온라인 방식이 포함됩니다. 보편적인 고객 획득 방식으로는 콜드콜, 디렉트 메일, 그리고 이메일, 소셜 미디어, 콘텐츠 마케팅, SEO, 유로 디스플레이, 유료 검색 광고 등의 온라인 방식이 있습니다.</p> <p>이 글에서는 온라인 고객 획득, 특히 유료 디스플레이에 중점을 두겠습니다. 크리테오의 데이터에 따르면 글로벌 마케터의 절반 이상이 유료 디스플레이를 획득 전략의 일부로 활용하고 있기 때문입니다.</p> <p>이제, 새로운 고객 획득 캠페인의 ROI를 향상하기 위해 고려해야 하는 몇 가지 요소들을 살펴보겠습니다.</p> <p><img decoding="async" class="aligncenter wp-image-8200 size-large" src="http://www.criteo.com/kr/wp-content/uploads/sites/7/2018/07/KR-CA-SEO2-1024x569.jpg" alt="" width="100%" height="100%" srcset="https://www.criteo.com/kr/wp-content/uploads/sites/7/2018/07/KR-CA-SEO2-1024x569.jpg 1024w, https://www.criteo.com/kr/wp-content/uploads/sites/7/2018/07/KR-CA-SEO2-300x167.jpg 300w, https://www.criteo.com/kr/wp-content/uploads/sites/7/2018/07/KR-CA-SEO2-768x426.jpg 768w, https://www.criteo.com/kr/wp-content/uploads/sites/7/2018/07/KR-CA-SEO2.jpg 2048w" sizes="(max-width: 1024px) 100vw, 1024px" /></p> <p>이제, 새로운 고객 획득 캠페인의 ROI를 향상하기 위해 고려해야 하는 몇 가지 요소들을 살펴보겠습니다.</p> <h4>1. 데이터와 기술 확인</h4> <p>고객 획득 마케팅 전략의 성공은 어떤 데이터에 액세스할 수 있는가, 또 어떤 지원 기술을 활용할 수 있느냐에 달려있습니다. 기존 고객들로부터 잠재 고객을 분리하고, 구매 확률이 가장 높은 잠재 고객을 파악하여, 모든 디바이스, 브라우저 및 앱에서 이들을 따라다녀야 합니다.</p> <p>이러한 모든 이유 때문에, 상당한 규모의 고객 데이터 풀을 보유한 고객 획득 솔루션을 찾는 것이 중요합니다. 데이터 풀 규모는 클수록 좋습니다. 그러나 세부적인 내용도 살펴보아야 합니다. 일부 솔루션의 경우 데이터에 액세스하려면 별도의 비용을 지불하도록 요구합니다.</p> <p>또한 솔루션이 머신 러닝 기술을 활용해야 합니다. 이러한 기술은 대규모 데이터 풀에 대한 분석과 최적화라는 측면에서 많은 노력과 부담을 덜어주기 때문입니다. 솔루션은 행동 데이터와 구매 패턴에 대한 세부적인 분석을 제공하고 목표 대비 성과에 기반해 캠페인을 세부 조정해줄 수 있어야 합니다. 방대한 양의 데이터를 종합하고 지속적으로 최적화하여 ROI를 극대화하려면 정교한 머신 러닝이 필요합니다.</p> <h4>2. 도달 범위의 정량화</h4> <p>최대한 많은 신규 고객을 획득하려면, 고객 획득 캠페인의 도달 범위가 넓어야 합니다. 예를 들어, 광고가 네트워크 한 곳이나 익스체인지 몇 곳에 제한되어 있지는 않은가? 제휴매체사와는 어떤 관계인가, 즉 얼마나 많은 제휴매체사에게 광고를 제공할 수 있는가? 프리미엄 광고 지면에 액세스할 수 있는가?</p> <p>이러한 질문에 기반해 제휴매체사 도달 범위가 가장 광범위한 솔루션을 찾아야 합니다. 그래야 구매 확률이 높은 잠재 고객이 구매 활동을 하고 있을 때 눈에 잘 띄는 곳에 광고를 표시할 수 있습니다.</p> <h4>3. 올바른 과금 모델 선택</h4> <p>고객 획득 프로그램은 보통 CPC 또는 CPM 기반의 과금제로 제공됩니다. 비즈니스 목표에 따라 무엇이 최고의 모델인지는 달라질 수 있을 것입니다.</p> <p>CPC는 “클릭당 비용(Cost Per Click)”을 말하며 누군가 광고를 클릭한 경우에만 지불합니다. 매출, 트래픽, 판매 등 정해진 성과 목표가 있는 경우에는 보통 CPC를 사용합니다.</p> <p>CPM은 “1,000회 노출 당 비용(Cost Per Mille)”을 의미합니다. 광고 클릭 여부와는 관계없이 광고 1천 개가 노출되면 그에 대해 일정 금액을 지불하는 겁니다.</p> <p>ROI가 중요한 핵심성과지표(KPI)라면, CPC 기반의 요금제를 고려해볼 수 있습니다. 퍼포먼스와 결과를 보다 밀접하게 추적할 수 있기 때문입니다.</p> <h4>4. 다이나믹 크리에이티브 활용</h4> <p>시장 조사 데이터에 따르면 맞춤형 광고는 매출과 ROI를 향상시켜 줍니다. 실제로, 미국 마케터의 88%가 맞춤화를 통해 가시적인 성과를 얻은 것으로 나타났습니다. 절반 이상이 10%가 넘는 향상 혜택을 얻었습니다. (<a href="http://www.evergage.com/blog/press/new-evergage-study-shows-compelling-personalization-benefits/" target="_blank" rel="noopener">Evergage</a>)</p> <p>대부분의 고객 획득 솔루션은 정적 크리에이티브만 제공합니다. 이는 정의해 놓은 규칙에 기반에 사람들에게 제공할 광고 인벤토리를 구축한다는 걸 의미합니다. 어떤 솔루션들은 다이나믹 역량을 제공하지만 가장 잘 팔리는 상품이나 수동으로 제공되는 상품 목록만 표시를 해준다는 한계가 있습니다.</p> <p>고객 획득 캠페인의 성과를 극대화하려면, 다이나믹 크리에이티브로 업그레이드해야 합니다. 다이나믹 크리에이티브는 고유한 구매 행동과 상품에 대한 관심도에 기반해 각 잠재고객에 맞춤화된 광고를 제공합니다. <a href="https://www.criteo.com/kr/technology/dco/">다이나믹 크리에이티브 최적화 기술</a>은 브랜드가 정한 지침에 기반해 최고의 색채 배합, 레이아웃, 콜투액션(CTA)를 자동으로 선택하여 모든 광고에서 전환율을 향상시킬 수 있도록 합니다.</p> <p><img loading="lazy" decoding="async" class="aligncenter wp-image-8199 size-large" src="http://www.criteo.com/kr/wp-content/uploads/sites/7/2018/07/KR-CA-SEO3-1024x516.jpg" alt="" width="640" height="323" srcset="https://www.criteo.com/kr/wp-content/uploads/sites/7/2018/07/KR-CA-SEO3-1024x516.jpg 1024w, https://www.criteo.com/kr/wp-content/uploads/sites/7/2018/07/KR-CA-SEO3-300x151.jpg 300w, https://www.criteo.com/kr/wp-content/uploads/sites/7/2018/07/KR-CA-SEO3-768x387.jpg 768w, https://www.criteo.com/kr/wp-content/uploads/sites/7/2018/07/KR-CA-SEO3.jpg 1839w" sizes="(max-width: 640px) 100vw, 640px" /></p> <h4>5. 상품 추천 기술 활용</h4> <p>크리테오의 데이터에 따르면, 거의 절반에 가까운 매출이 사이트에서 조회되지 않은 상품들로부터 발생합니다. 이는 고객이 광고를 보지 않았다면 구매하지 않았을 것이라는 말입니다.</p> <p> </p> <p><img decoding="async" class="aligncenter wp-image-8206 size-large" src="http://www.criteo.com/kr/wp-content/uploads/sites/7/2018/07/KR-CA-SEO1-1-1024x569.jpg" alt="" width="100%" height="100%" srcset="https://www.criteo.com/kr/wp-content/uploads/sites/7/2018/07/KR-CA-SEO1-1-1024x569.jpg 1024w, https://www.criteo.com/kr/wp-content/uploads/sites/7/2018/07/KR-CA-SEO1-1-300x167.jpg 300w, https://www.criteo.com/kr/wp-content/uploads/sites/7/2018/07/KR-CA-SEO1-1-768x427.jpg 768w, https://www.criteo.com/kr/wp-content/uploads/sites/7/2018/07/KR-CA-SEO1-1.jpg 2048w" sizes="(max-width: 1024px) 100vw, 1024px" /></p> <p>획득 캠페인에 <a href="https://www.criteo.com/kr/technology/product-recommendations/">상품 추천</a>을 포함시키는 것은 매우 효과적인 방법입니다. 상품 추천 기술을 통해, 베스트 셀러 상품을 단순히 나열해놓는 것 말고, 고객들이 관심을 가질 만한 특별한 상품들을 표시할 수 있습니다. 구두를 좋아하는 고객에게 베스트 셀러 원피스 광고는 별다른 주목을 받지 못하겠지만, 다양한 구두가 포함된 광고라면 새로운 고객 획득에 도움이 될 것입니다.</p> <h4>6. 비딩을 통한 지출 최적화</h4> <p>획득 예산을 가장 효과적으로 활용하길 원하시나요? 그렇다면 비딩 기술을 확인해보시기 바랍니다. 비딩(Predictive bidding)은 머신 러닝을 사용해 대규모 데이터 세트를 분석하여 각 매출의 비용을 줄이려면 언제 얼마나 비딩해야 하는지를 결정합니다. <a href="https://www.criteo.com/kr/technology/predictive-bidding/">비딩</a>은 또한 ROAS, CPO, COS 등과 같은 특정 비즈니스 목표에 기반해 모델을 최적화할 수 있도록 해줍니다.</p> <h2>요점: 성공적인 온라인 고객 획득 전략을 개발하는 방법</h2> <p>1.활용할 수 있는 충분한 양의 데이터와 그러한 데이터를 분석 및 최적화해주는 기술을 확보합니다.<br /> 2.최대한 가장 광범위한 도달 범위를 제공하는 솔루션을 선택합니다.<br /> 3.비즈니스 목표에 부합하는 올바른 가격 모델을 선택합니다.<br /> 4.다이나믹 최적화 기술을 사용해 각 고객에 맞춤화된 광고를 실시간으로 생성합니다.<br /> 5.구매 전환 확률을 높일 수 있도록 상품 추천 기술을 활용합니다.<br /> 6.예산 지출을 최적화할 수 있도록 비딩 기술을 활용합니다.</p> </div></div> </div> </div> <style>.body-lc-regular-font{font-weight:400}#single-post-share 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