Digital Playground

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.