드립 마케팅

마케팅
주요 개념
판촉 콘텐츠
판촉 매체
연구

드립 마케팅(drip marketing)은 시간이 지남에 따라 고객 또는 잠재 고객에게 미리 작성된 일련의 메시지를 보내는("드립" 행위를 하는) 소통 전략이다. 이러한 메시지는 종종 이메일 마케팅의 형태를 취하지만 다른 미디어도 사용할 수 있다. 드립 마케팅은 두 가지 면에서 다른 데이터베이스 마케팅과 구별된다.

  1. 메시지의 타이밍은 미리 결정된 과정을 따르다.
  2. 수신자의 특정 행동이나 상태에 해당하는 일련의 메시지가 드립(drip)된다. 이 작업은 일반적으로 자동화된다.[1]

미디어

  • 이메일. 드립 마케팅의 가장 일반적으로 사용되는 형태는 시간이 지남에 따라 여러 메시지를 보내는 데 드는 비용이 저렴하기 때문에 이메일 마케팅이다. 이메일 드립 마케팅은 자동 응답기라는 방식으로 폼(Form)과 함께 사용되는 경우가 많다.
  • 다이렉트 메일. 더 비싸지만 표준 우편을 사용하여 드립 마케팅 기술을 가능하게 하는 다이렉트 메일 소프트웨어가 개발되었다. 이 기술은 디지털 인쇄에 의존하며, 적은 양의 인쇄 실행이 비용을 정당화할 수 있고 변수 데이터를 병합하여 각 드립 메시지를 개인화할 수 있다.
  • 소셜 미디어. 드립 마케팅의 원칙은 일련의 업데이트를 예약하기 위해 많은 소셜 미디어 마케팅 도구에 적용되었다.

각주

  1. ↑ Drip Marketing: Slow and Steady Wins the Customer 보관됨 2월 13, 2010 - 웨이백 머신

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