KR102746320B1 - Method and system for providing marketing strategy - Google Patents

Abstract

According to an embodiment of the present invention, a marketing strategy providing method performed by a marketing strategy providing server is provided, comprising: a step of receiving detailed product information from a product management server operated by an advertiser; a step of receiving demographic information on a target purchaser; and a step of recommending an advertising channel based on the demographic information of the advertiser and the demographic information of the target purchaser.

Description

{METHOD AND SYSTEM FOR PROVIDING MARKETING STRATEGY}

The present invention relates to a method and system for providing a marketing strategy, and more specifically, to a product marketing strategy providing method and server capable of maximizing the product promotion effect by establishing a marketing strategy in consideration of the tendencies of product purchasers.

Recently, various types of promotional tools are being used as the main promotional tools for event marketing.

In particular, in the case of event marketing using big data, it is structured to provide more focused event-related information to customers who are likely to participate in the event by analyzing customer activity history, consumption patterns, etc. through big data.

However, in the case of existing event marketing methods, there is a problem in that since they do not specifically consider customer tendencies, in some cases advertisements are provided to customers who are extremely unlikely to provide feedback on the advertisement.

The present invention is intended to solve the problems of the prior art.

The present invention has been made to solve the above-mentioned problems, and its purpose is to provide a product marketing strategy providing method and server capable of maximizing the product promotion effect by establishing a marketing strategy by analyzing personal information collected from product purchasers.

However, the technical problems to be solved by the present invention are not limited to the problems described above, and other problems not mentioned can be clearly understood by those skilled in the art from the description of the invention described below.

The purposes of the present invention are not limited to those mentioned above, and other purposes not mentioned will be clearly understood from the description below.

According to one embodiment of the present invention for achieving the above-described purpose, a marketing strategy providing method performed by a marketing strategy providing server is provided, the method including: receiving detailed product information from a product management server operated by an advertiser; receiving demographic information on a target purchaser; and recommending an advertising channel based on the demographic information of the advertiser and the demographic information of the target purchaser.

The above demographic information may include the age range of the target buyer and the occupational information of the target buyer.

The step of recommending the above advertising channels may further include a step of considering demographic information of channel owners for multiple advertising channels.

According to one embodiment of the present invention for achieving the above-described purpose, a marketing strategy providing method performed by a marketing strategy providing server is provided, the method including: receiving detailed product information from a product management server operated by an advertiser; receiving demographic information on a target purchaser; and recommending an advertising channel based on the demographic information of the advertiser and the demographic information of the target purchaser.

The above demographic information may include the age range of the target buyer and the occupational information of the target buyer.

The step of recommending the above advertising channels may further include a step of considering demographic information of channel owners for multiple advertising channels.

FIG. 1 is a drawing for explaining components for performing a method for providing a product marketing strategy according to one embodiment of the present invention.
FIG. 2 is a drawing for explaining elements constituting a server that performs a method for providing a product marketing strategy according to one embodiment of the present invention.
Figure 3 is a flowchart illustrating a method for providing a product marketing strategy according to one embodiment of the present invention.
FIG. 4 is a drawing showing an example of a method for providing a product marketing strategy performed by the server of FIG. 2.

The detailed description of the present invention set forth below refers to the accompanying drawings which illustrate specific embodiments in which the invention may be practiced. These embodiments are described in sufficient detail to enable those skilled in the art to practice the invention. It should be understood that the various embodiments of the present invention, while different from one another, are not necessarily mutually exclusive. For example, specific shapes, structures, and features described herein may be implemented in other embodiments without departing from the spirit and scope of the invention. It should also be understood that the positions or arrangements of individual components within each disclosed embodiment may be changed without departing from the spirit and scope of the invention. Accordingly, the following detailed description is not intended to be limiting, and the scope of the invention is defined only by the appended claims, along with the full scope of equivalents to which such claims are entitled, if any. Like reference numerals in the drawings designate the same or similar functionality throughout the several aspects.

Hereinafter, preferred embodiments of the present invention will be described in detail with reference to the attached drawings so that a person skilled in the art to which the present invention pertains can easily practice the present invention.

FIG. 1 is a drawing for explaining components for performing a marketing strategy providing method according to one embodiment of the present invention, FIG. 2 is a drawing for explaining components constituting a server (100) for performing a marketing strategy providing method according to one embodiment of the present invention, and FIG. 3 is a flowchart illustrating a marketing strategy providing method according to one embodiment of the present invention.

Referring to FIGS. 1 to 3, each component for performing a method for providing a product marketing strategy according to one embodiment of the present invention may include a marketing strategy providing server (100), a product management server (200) used by a product manager, and a purchaser terminal (300) used by a purchaser.

Specifically, the marketing strategy providing server (100) may exchange data with the product management server (200) and the purchaser terminals (300) through wired/wireless communication and provide the product marketing strategy to the purchaser terminals (300). In one embodiment, the product management server (200) may be a server device or a computer device used by a product manager, and the purchaser terminals (300) may be a mobile device or a PC used by the purchasers. In addition, the marketing strategy providing server (100) may be a server device or a computer device for performing a product marketing strategy providing method.

The method for providing a product marketing strategy can be implemented in the form of a computer program or a mobile application. For example, the product management server (200) and the purchaser terminal (300) can execute a computer program and a mobile app, respectively, and the marketing strategy providing server (100) can execute a computer program, thereby performing processes for the operation of the method for providing a product marketing strategy.

As an example, the product may be an event (e.g., a sporting event, a school event, a rally, a convention event, a performance, an expo, a fair, etc.).

In addition, the marketing strategy provision server (100) includes an AI model and can provide a product marketing strategy provision method to the product management server (200) through learning of the AI model.

The above AI model may be learned based on an unsupervised learning method, but is not limited thereto, and may also be learned based on supervised learning or semi-persistent learning.

Additionally, the AI model may be composed of one or more neural network layers, and each neural network may include one or more weights. The AI model may perform learning/inference by performing operations between one or more weights and input data.

Referring to FIG. 2, the marketing strategy provision server (100) may include a memory (110) and a processor (120). However, the present invention is not limited thereto, and other general-purpose configurations may be further included in the server (100).

The memory (110) may be configured to store instructions of a computer program or application that implements a method for providing a product marketing strategy, and the processor (120) may execute the instructions stored in the memory (110) to execute the program or application. For example, the memory (110) may be implemented as a non-volatile memory such as a ROM, a PROM, an EPROM, an EEPROM, a flash memory, a PRAM, a MRAM, a RRAM, a FRAM, or a volatile memory such as a DRAM, a SRAM, an SDRAM, a PRAM, a RRAM, a FeRAM, or the like, and may be implemented in the form of a HDD, an SSD, an SD, a Micro-SD, or a combination thereof. The processor (120) may be implemented as an array of logic gates, a microprocessor, a CPU, a GPU, an AP, or a combination thereof.

The above product management server (200) may be equipped with a web page that implements the above product. As an example, Google Analytics may be installed on the web page. The Google Analytics may refer to a program that collects and analyzes data of web page visitors.

Specifically, the processor (120) can receive first information including detailed information of a product from a product management server (200) used by a product manager.

In addition, the processor (120) may receive second information including personal information of the purchaser collected from the purchaser terminal (300) of the purchaser who uses the product and is connected to the product management server (200). As an example, the product management server (200) may be configured to collect the second information after receiving a consent form for personal information inquiry from the purchaser terminal (300) when collecting the second information from the purchaser terminal (300).

Additionally, the processor (120) may be configured to provide third information on a composition strategy of marketing information in an advertising medium that promotes the product to the purchaser by matching the first information and the second information to the product management server (200).

That is, the processor (120) may provide the product management server (200) with third information about a composition strategy of marketing information in an advertising medium that promotes the product to the buyer, based on the first information including detailed information of the product and the second information including personal information of the buyer, which is optimized for the product or can maximize the inflow of the buyer to the product management server (200). Accordingly, providing the product management server (200) with third information about a composition strategy of marketing information in an advertising medium that promotes the product to the buyer by matching the first information and the second information may correspond to a product marketing strategy providing method implemented by the marketing strategy providing server (100).

Referring to FIG. 3, a method for providing a product marketing strategy according to one embodiment of the present invention may include steps S1 to S3 below. However, the present invention is not limited thereto, and other general steps may be further included in the method for providing a product marketing strategy.

The above product marketing strategy providing method may be composed of steps that are processed in time series by the aforementioned marketing strategy providing server (100). Therefore, even if the content is omitted below, the content described above for the marketing strategy providing server (100) may be equally applied to the marketing strategy providing method.

In the above step S1, the marketing strategy provision server (100) receives first information including product details from the product management server (200) used by the product manager.

In the above S2 step, the marketing strategy provision server (100) receives second information including personal information of the purchaser collected from the purchaser terminal (300) of the purchaser using the product who has connected to the product management server (200).

In the above step S3, the marketing strategy provision server (100) provides third information on a composition strategy of marketing information in an advertising medium that promotes the product to the purchaser by matching the first information and the second information to the product management server (200).

According to this embodiment of the present invention, information on a marketing information composition strategy in an advertising medium that promotes a product to a purchaser can be recommended to the product management server (200) by analyzing information on the product and information on purchasers using the product. Accordingly, the product promotion effect can be maximized.

In one embodiment, the first information may include a product category, a product name, a product standard search keyword, a product advertising budget, a product demand source, a product target, a product schedule, a product holding area, and a product holding location.

That is, in the product marketing strategy providing method of the present invention, information on a composition strategy of marketing information in a suitable advertising medium can be provided to the product management server (200) by considering the specific contents of the product.

In one embodiment, the second information may include first objective information, second objective information, third objective information, and information about the buyer's interests.

The above first objective information may include information about the purchaser's age, the purchaser's place of residence, and the purchaser's gender. In other words, the first objective information may correspond to information that analyzes/classifies the purchaser's personal information from a demographic perspective.

The second objective information may include information about the buyer's occupation, the buyer's income, the buyer's marital status, and whether the buyer has children. In other words, the second objective information may correspond to information that analyzes/classifies the buyer's personal information from a social perspective.

The above third objective information may include information about the buyer's product search keyword, the inflow domain of the product management server (200) of the buyer's terminal (300), device information of the buyer's terminal (300), and the device environment of the buyer's terminal (300).

Information about the above buyer's interests may include, for example, information about the buyer's preferred hobbies, job interests, financial direction, desired career path, and products desired to be purchased.

That is, in the product marketing strategy providing method of the present invention, information on a strategy for composing marketing information in a suitable advertising medium can be provided to the product management server (200) by considering detailed personal information of a purchaser using the product.

FIG. 4 is a drawing showing an example of a method for providing a product marketing strategy performed by the server (100) of FIG. 2.

In one embodiment, the aforementioned advertising media may include TV, newspaper, internet, mobile, SNS and YouTube channels.

In addition, the third information may include a strategy for arranging marketing information on the screen of an advertising medium, a strategy for providing product promotion information on the screen of an advertising medium, and a strategy for providing a design that represents the core of a product on the screen of an advertising medium.

As an example, the strategy for arranging marketing information on the screen of the advertising medium may include a strategy for configuring the left/right arrangement relationship of product-related promotional text/promotional images on the screen of the advertising medium, a strategy for configuring the top/bottom arrangement relationship of product-related promotional text/promotional images, a strategy for configuring the ratio between promotional text and promotional images, and a strategy for configuring a pop-up window related to the promotional image.

In addition, the strategy for providing product promotion information on the screen of the above advertising medium may include a strategy for providing product participation fee discount promotion information to increase the number of connections and subscriptions to the product management server (200) of the purchaser terminal (300), a strategy for providing free gifts, and a strategy for providing participation fee discount promotion information for other products operated by the product management server (200).

In addition, the design provision strategy that represents the core of the product on the screen of the advertising medium may include a design provision strategy that represents the core of the product generated through input and matching of the first information and the second information. At this time, the design that represents the core of the product may be an optimal design generated by, for example, a generative AI model such as Chat GPT equipped in the marketing strategy provision server (100) receiving the first information and the second information and matching the first information and the second information so that the number of connections and subscriptions at the product management server (200) of the purchaser terminal (300) increases.

That is, in the product marketing strategy providing method of the present invention, a marketing information composition strategy in an advertising medium that can maximize the number of connections and subscriptions to the product management server (200) of the purchaser terminal (300) can be established and provided to the product management server (200).

Additionally, in the S3 step, the marketing strategy provision server (100) may be configured to extract and consider at least two pieces of information from the second information and provide the third information to the product management server (200).

For example, the marketing strategy providing server (100) may be configured to extract and consider the purchaser's age, the purchaser's place of residence, and the purchaser's gender from the second information and provide the third information to the product management server (200). As another example, the marketing strategy providing server (100) may be configured to extract and consider the purchaser's interests, the purchaser's product search keywords, and the inflow domain of the purchaser's terminal (300) to the product management server (200) from the second information and provide the third information to the product management server (200).

According to this implementation configuration, information on a composition strategy of marketing information in an advertising medium suitable for the product management server (200) can be provided by comprehensively considering various personal information of purchasers, so that information on a composition strategy of marketing information in an advertising medium that can maximize the inflow of purchasers to the product management server (200) can be recommended to the product management server (200).

In addition, the S3 step may include a step of selecting a priority by matching the product field, product name, product demand source, and product target extracted from the first information with the first objective information or the second objective information, and a step of providing the third information to the product management server (200) based on the selected priority. At this time, each of the steps may be performed by the aforementioned marketing strategy provision server (100).

That is, the marketing strategy provision server (100) may provide information on a strategy for composing marketing information in an optimized advertising medium by focusing on the product category, topic, and target (product field, product name, product demand source, product target extracted from the first information) of the first information including the product details to the product management server (200).

According to this implementation configuration, by providing information on the composition strategy of marketing information in an optimized advertising medium focusing on the category, subject, and target of the product, the inflow of buyers to the product management server (200) that matches the purpose of the product can be maximized.

And, in the step of selecting priorities by matching the product field, product name, product demand source, and product target extracted from the first information with the first objective information or the second objective information, the marketing strategy providing server (100) may be configured to give priority to the age of the purchaser extracted from the first objective information.

At this time, the age of the buyer can be segmented into, for example, 10s to 90s.

For example, if the product is a rock concert event (product category, product name), the marketing strategy providing server (100) may set the product's target to men and women in their 30s or younger. In addition, the marketing strategy providing server (100) may give a higher priority to the purchaser's age (e.g., 10s to 30s) among the first objective information, and may recommend a rock concert-related pop-up text/image composition strategy suitable for the purchaser's age, a strategy for providing information on other rock concert admission fee discount promotions, etc., to the product management server (200) as information on a composition strategy for marketing information in advertising media.

According to this implementation configuration, when providing information on the composition strategy of marketing information in an optimized advertising medium by focusing on the category, subject and target of the product, information that is easy to objectify and statistic (the age of the purchaser extracted from the first objective information) can be considered, so there is an advantage in that the inflow of purchasers suitable for the purpose of the product to the product management server (200) can be further maximized.

In addition, in the above S3 step, the marketing strategy provision server (100) may be configured to provide third information to the product management server (200) by matching the purchaser's age extracted from the first objective information, the purchaser's residential area, and the product advertising budget extracted from the first information.

That is, when the marketing strategy provision server (100) provides the third information to the product management server (200) by considering the product advertising budget extracted from the first information, it may preferentially consider information that is easy to objectify and statistically analyze (the age of the purchaser and the residential area of the purchaser extracted from the first objective information) among the second information including the purchaser's personal information.

For example, in a case where the marketing strategy provision server (100) determines that the product advertising budget is insufficient (e.g., the product advertising budget is less than 10 million won), if the age of the purchasers extracted from the first objective information is determined to be mostly in their 10s to 30s, the marketing strategy provision server (100) may recommend a design provision strategy that can present the core of the product on the screen of the advertising medium at a low cost, as information on the composition strategy of marketing information in the advertising medium, to the product management server (200).

As another example, if the marketing strategy provision server (100) determines that the product advertising budget is insufficient (e.g., the product advertising budget is less than 10 million won), and if the residential area of the purchaser extracted from the first objective information is determined to be a specific city (e.g., a special city, a metropolitan city, a small city, etc.) with the largest number of purchasers, the marketing strategy provision server (100) may recommend to the product management server (200) a design provision strategy that can present the core of the product on the screen of the advertising medium while being in harmony with the broadcast screen of the local broadcast broadcasted in the specific city, as information on the composition strategy of marketing information in the advertising medium.

According to this implementation configuration, information on a composition strategy of marketing information in an advertising medium that can maximize the advertising effect on buyers within a limited product advertising budget can be provided to the product management server (200).

Additionally, in the above S3 step, the marketing strategy provision server (100) may be configured to provide third information to the product management server (200) by considering information on the product schedule, product sales area, and product sales location extracted from the first information.

That is, the marketing strategy provision server (100) may provide information on a strategy for composing marketing information in an optimized advertising medium by focusing on the time information and regional information of the product (product schedule, product holding area, and product holding location of the product extracted from the first information) among the first information including the details of the product to the product management server (200).

For example, if the marketing strategy provision server (100) determines that the product schedule is not long, it may recommend to the product management server (200) that time-limited discount information be intensively provided when establishing a strategy for providing product participation fee discount promotion information as information on a strategy for composing marketing information in advertising media.

In addition, in the step of selecting priorities by matching the product field, product name, product demand source, and product target extracted from the first information with the first objective information or the second objective information, the marketing strategy provision server (100) may be configured to give greater weight to the second objective information than to the first objective information if it is determined that the product targets events according to the life cycle of the buyer.

In this embodiment, the reason why the second objective information is given greater weight than the first objective information is that, when a product targets events in the life cycle of a buyer, establishing a marketing information composition strategy in an advertising medium focusing on the second objective information from a social perspective rather than the first objective information from a demographic perspective increases the promotional effect of the product to the buyer.

In this way, when a product targets events in the life cycle of a buyer, by establishing a strategy for composing marketing information in an advertising medium focusing on social perspective information among the buyer's personal information, information on a strategy for composing marketing information in an advertising medium that can maximize the advertising effect for the target buyer can be provided to the product management server (200).

For example, in the step of providing third information to the product management server based on the selected priority, the marketing strategy provision server (100) may be configured to provide third information to the product management server (200) by considering information on employment and job change when events in the life cycle of the buyer targeted by the product are related to information on the buyer's occupation and income among the second objective information.

As another example, in the step of providing third information to the product management server based on the selected priority, the marketing strategy provision server (100) may be configured to provide third information to the product management server (200) by considering information on marriage consulting/fairs, childbirth/childcare, and academies/school districts/studying, if the life cycle events of the buyer targeted by the product are related to information on whether the buyer is married or has children among the second objective information.

As another example, in the S3 step, the marketing strategy provision server (100) may be configured to provide third information to the product management server (200) by considering the inflow domain of the purchaser terminal (300) extracted from the third objective information, the device information of the purchaser terminal (300), and the information on the device environment of the purchaser terminal (300).

At this time, the marketing strategy provision server (100) can determine through which advertising medium the purchaser terminal (300) accessed the product management server (200) through the inflow domain information of the purchaser terminal (300) to the product management server (200).

Additionally, the device information of the purchaser terminal (300) may indicate whether the purchaser terminal (300) is a mobile device, a PC, or a lap top.

In addition, the device environment of the purchaser terminal (300) may indicate whether the operating system (OS) of the purchaser terminal (300) is Windows, Linux, Android, or IOS.

That is, the marketing strategy provision server (100) may provide the product management server (200) with information on a strategy for configuring marketing information in a more optimized advertising medium by considering the advertising medium through which the purchaser terminal (300) accessed the product management server (200) and the device and operating system of the purchaser terminal (300).

For example, if the marketing strategy provision server (100) determines that the buyer terminal (300) has accessed the product management server (200) via SNS through the inflow domain information of the buyer terminal (300) extracted from the second information to the product management server (200), and determines that the buyer terminal (300) is a mobile phone using the Android operating system, the marketing strategy provision server (100) may provide the product management server (200) with information on a composition strategy of marketing information, including a strategy for arranging marketing information on screens such as mobile, SNS, and YouTube channels, a strategy for providing product promotion information, and a strategy for providing a design that represents the core of the product.

According to this implementation configuration, information on a strategy for configuring marketing information in an advertising medium that can maximize the advertising effect for the buyer can be provided to the product management server (200) by focusing on the advertising medium that serves as a connection medium between the buyer terminal (300) and the product management server (200), hardware information (device information) and software information (device environment) of the buyer terminal (300).

As an example, the product standard search keyword included in the first information described above may be an optimal search keyword set by the product management server (200) so that the purchaser terminal (300) can quickly search the first information about the product.

In addition, the method for providing a product marketing strategy may further include a step of changing a product standard search keyword by considering the third objective information including the buyer's product search keyword and providing it to the product management server (200). At this time, the step may be performed by the aforementioned marketing strategy providing server (100).

According to this implementation configuration, since the optimal search keyword can be regenerated based on the keyword that the buyer actually searched for the product, information on the composition strategy of marketing information in the advertising medium that can maximize the advertising effect for the buyer can be provided to the product management server (200).

As another example, the method for providing a product marketing strategy may further include a step of providing the product management server (200) with information on days of the week or time zones in which the advertising effect through the screen of the advertising medium implemented by the product management server (200) is effective, taking into account the second information, through the third information. At this time, the step may be performed by the aforementioned marketing strategy providing server (100).

That is, the marketing strategy provision server (100) may, by considering the second information (first objective information, second objective information, third objective information, and information on the interests of the buyer) including the personal information of the buyer, provide the product management server (200) with information on the day of the week or time zone when the advertising effect through the screen of the advertising medium implemented by the product management server (200) is effective through the third information.

For example, the marketing strategy providing server (100), when it is determined that the age of the purchasers extracted from the second information is mostly in their teens, may provide the product management server (200) with information that guides to reduce the advertising weight on Mondays to Fridays, which are days when teenagers attend classes at school (e.g., middle school and high school), and to increase the advertising weight on weekends. In addition, the marketing strategy providing server (100) may provide the product management server (200) with information that guides to reduce the advertising weight on the time zone between 8:00 and 17:00, which is the time when teenagers attend classes at school, and to increase the advertising weight on the time zone between 17:00 and 22:00.

According to this implementation configuration, since advertising can be performed intensively on days and times when advertising effects are most effective based on the purchaser's personal information, there is an advantage in that a method for achieving more effective advertising effects can be provided to the product management server (200).

As another example, the method for providing a product marketing strategy may further include a step of calculating a predicted value by predicting the number of connections and subscriptions of a purchaser terminal (300) to the product management server (200) through a screen of an advertising medium implemented by the product management server (200) through third information, a step of calculating a result value by analyzing the actual number of connections and subscriptions of a purchaser terminal (300) to the product management server (200) through a screen of an advertising medium implemented by the product management server (200) through third information, and a step of calculating a comparison value by comparing the calculated predicted value with the calculated result value. At this time, each of the above steps may be performed by the aforementioned marketing strategy providing server (100).

And, the method for providing a product marketing strategy may further include a step of providing third information on a composition strategy of marketing information in an advertising medium that promotes the product to the purchaser by rematching the first information and the second information based on the calculated comparison value to the product management server (200). At this time, the step may be performed by the aforementioned marketing strategy providing server (100).

That is, the marketing strategy provision server (100) can compare and verify the predicted advertising effect and the actual advertising effect through the screen of the advertising medium implemented by the product management server (200) through third-party information, and then recommend information on a composition strategy of marketing information in a more appropriate advertising medium to the product management server (200).

In addition, the method for providing a product marketing strategy may further include a step of changing the execution time of the advertisement and the product advertisement budget for the purchaser terminal (300) by rematching the first information and the second information based on the calculated comparison value. At this time, the step may be performed by the aforementioned marketing strategy providing server (100).

In one embodiment, the method for providing a product marketing strategy may further include a step of providing information on an advertising medium that promotes a product to a buyer by matching the configuration of the provided third information with information on the buyer's interests to the product management server (200). At this time, the step may be performed by the aforementioned marketing strategy providing server (100).

As mentioned above, information about the buyer's interests may include, for example, information about the buyer's preferred hobbies, job interests, financial direction, desired career path, and products desired to be purchased.

That is, in the embodiment of the present invention, information on advertising media that can increase the number of subscriptions and connections of a purchaser terminal (300) to the product management server (200) by matching information on the interests of purchasers with the configuration of third information including a strategy for arranging marketing information on the screen of an advertising medium provided to the product management server (200), a strategy for providing product promotion information on the screen of the advertising medium, and a strategy for providing a design that represents the core of a product on the screen of the advertising medium can be provided to the product management server (200).

According to this implementation configuration, information on the composition strategy of marketing information in advertising media that promotes products to buyers, as well as information on appropriate advertising media by matching information on buyer preferences and marketing information composition strategies, can be provided to the product management server (200). Accordingly, the product promotion effect can be further maximized.

Additionally, in the above S3 step, the marketing strategy provision server (100) may be configured to extract information about the buyer's personality, communication style, short-term and long-term life goals, and career goals from information about the buyer's interests.

For example, the marketing strategy providing server (100) can extract information on the buyer's personality and the buyer's communication style based on information such as 'employed but very interested in job changes/self-management/development', 'values cost-effectiveness but spends boldly on products that satisfy him/her', 'likes to travel alone', 'is very interested in appearance and fashion and looks for cost-effective products', and 'is very interested in fashion and trends' among the information on the buyer's interests.

In addition, the marketing strategy provision server (100) can extract information about the buyer's short-term and long-term life goals based on information such as 'I want to move to a better job or receive a higher salary at my current company', 'I want to reduce my working hours and enjoy my current happiness through travel/experiences I like', etc.

In addition, the marketing strategy provision server (100) can extract information about the buyer's career goals based on information such as 'finding ways to move to a job that pays more/get promoted quickly at the current company' and 'finding ways to maintain current happiness while getting into a more stable and successful position in the future.'

In addition, the marketing strategy provision server (100) may be configured to provide third information to the product management server (200) by considering information on the extracted buyer's personality, communication style, short- and long-term life goals, and career goals, as well as the first objective information and the second objective information.

That is, the marketing strategy provision server (100) can objectively classify information on the buyer's interests, which is subjective information on the buyer (e.g., classified into extracted information on the buyer's personality, communication style, short- and long-term life goals, career goals, etc.), and establish third information by simultaneously considering the information on the buyer's interests and objective information (first objective information and second objective information) among the buyer's personal information. Accordingly, information on a composition strategy of marketing information in an advertising medium that can maximize the advertising effect for the buyer can be provided to the product management server (200).

Meanwhile, according to an embodiment of the present invention, based on the first objective information, the age group and residential area information of the purchaser who is the product target can be extracted, and based on the second objective information, the average annual salary information of the purchaser's occupation can be obtained. This information can be obtained through an external server (such as the Statistics Korea server), and the marketing channel can be recommended by considering the similarity between this information and the characteristics of the advertiser and the similarity between the characteristics of the operator of the marketing channel.

According to one embodiment, the score (P) for the operator of each advertising channel can be calculated using the following mathematical formula.

In the above mathematical formula, △A is a value proportional to the difference between the age group of the advertising channel operator and the age group of the target buyer, △E is a value proportional to the difference between the average annual income of the advertising channel operator and the average annual income of the occupation of the target buyer, and △R is a value proportional to the distance between the residence of the advertising channel operator and the residence of the target buyer. In addition, α is a first weight proportional to the difference between the age group of the advertising channel operator and the age group of the advertiser, β is a second weight proportional to the difference between the average annual income of the advertising channel operator and the average annual income of the advertiser, and γ is a third weight proportional to the distance between the residence of the advertising channel operator and the residence of the advertiser.

Accordingly, the more similar the age group, average annual income, and residential area are between the advertising channel operator and the target buyer, the higher the probability that the advertising channel owner will receive a high score. In addition, the more similar the above characteristics are between the advertising channel operator and the advertiser, the higher the probability that the advertising channel owner will receive a high score.

The marketing strategy provision server (100) can provide a preset number of channels in the order of advertising channels with the highest score (P) to the advertiser's terminal as recommendation information.

By doing this, channel owners who carry out marketing can produce advertisements that better reflect the tastes of target buyers, and because they have a high degree of similarity with advertisers, they can communicate rationally and easily with advertisers.

Meanwhile, the product marketing strategy providing method performed by the aforementioned marketing strategy providing server (100) may be implemented in the form of a computer program stored in a computer-readable storage medium. That is, the computer program may include commands for implementing the product marketing strategy providing method, and the commands of the computer program may be stored in a computer-readable storage medium. The computer program may include a mobile application.

For example, the computer-readable storage medium may include magnetic media such as a hard disk, a floppy disk, and a magnetic tape, optical media such as a CD-ROM, a DVD, magneto-optical media such as a floptical disk, and hardware devices specially configured to store and execute computer program instructions, such as ROM, RAM, flash memory, and the like. The computer program instructions may include machine language code generated by a compiler, and high-level language code that can be executed by a computer using an interpreter, etc.

The above description of the present invention is for illustrative purposes, and those skilled in the art will understand that the present invention can be easily modified into other specific forms without changing the technical idea or essential characteristics of the present invention. Therefore, it should be understood that the embodiments described above are exemplary in all respects and not restrictive. For example, each component described as a single component may be implemented in a distributed manner, and likewise, components described as distributed may be implemented in a combined form.

The scope of the present invention is indicated by the claims described below, and all changes or modifications derived from the meaning and scope of the claims and their equivalent concepts should be interpreted as being included in the scope of the present invention.

Claims (3)

In a marketing strategy providing method performed by a marketing strategy providing server,
A step of receiving detailed product information from a product management server operated by an advertiser; and
Step of receiving demographic information about target buyers; and
Includes a step of recommending advertising channels based on the advertiser's demographic information and the target buyer's demographic information;
The step of recommending the above advertising channel includes the step of calculating a score (P) for the operator of each advertising channel using the following mathematical formula, and then providing a preset number of channels in order of the advertising channels with the highest score as recommendation information to the advertiser's terminal.

A method for providing a marketing strategy, wherein, in the above mathematical formula, △A is a value proportional to the difference between the age group of the advertising channel operator and the age group of the target purchaser, △E is a value proportional to the difference between the average annual income of the advertising channel operator and the average annual income of the occupation of the target purchaser, △R is a value proportional to the distance between the residential area of the advertising channel operator and the residential area of the target purchaser, α is a first weight proportional to the difference between the age group of the advertising channel operator and the age group of the advertiser, β is a second weight proportional to the difference between the average annual income of the advertising channel operator and the average annual income of the advertiser, and γ is a third weight proportional to the distance between the residential area of the advertising channel operator and the residential area of the advertiser.

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