김기학마케팅 : 하이브리드 마케팅’ – 서로의 시너지 효과를 노린다. ugg adirondack ard

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2005년 05월 19일

하이브리드 마케팅’ – 서로의 시너지 효과를 노린다.

하이브리드 마케팅’ – 서로의 시너지 효과를 노린다. 하이브리드 마케팅 이란?
하이브리드 마케팅이란 비용을 절감하는 동시에 비교우위를 확보하려는 마케팅기법을 말한다. 기존 산업부문에 인터넷을 접목하는 방식으로 이용하고 있다. 인터넷 기업은 인터넷 선점을 근거로 활발한 활동을 펼치고 있지만 기존 기업 들의 활동은 미약하다. 이를 극복하기 위해서 현실의 거점을 최대한 활용해서 인터넷과의 연계효과를 거두려는 시도가 이루어지고 있다. 이는 오프라인 채널이 가진 비용상의 약점과 온라인 채널이 가진 태생적인 한계를 돌파하기 위해 만들어진 것이라고 보면 된다. 하이브리드 마케팅이란 비단 인터넷 업체와의 연결 뿐만이 아닌 서로 다른 업종 간에 사업을 위한 일종의 협동 마케팅이라고 생각하면 되겠다. 하이브리드 마케팅의 적용 현황
최근 IT 업체들은 가격이나 성능 못지 않게 브랜드와 디자인이 중요해지면서 앞 다퉈 타 업종의 브랜드들과 손잡고 있다. LG전자는 BMW코리아와 제휴해 올해 3월부터 국내에서 시판되는 BMW 자동차 신모델에 ‘싸이언 VOD폰’(LG-SV520.KV5200)을 탑재하는 공동 마케팅을 펼친다. VOD폰이란 동영상을 주문해서 시청하는 VOD 서비스가 가능한 휴대폰이다. LG전자는 지난 가을 시즌에는 ‘디카폰’ 홍보차 스포츠 캐주얼 브랜드인 EXR과 함께 암포켓 벨트색 등 휴대폰 소품을 선보이는 공동 프로모션을 진행하기도 했다. 삼성전자는 최근 미국에서 패션잡지 보그와 전략적 제휴를 맺고 패션을 통한 하이브리드 마케팅에 나섰다. 첫 공동작은 뉴욕에서 활동중인 유명 디자이너 다이앤 본 포스텐버그가 직접 디자인한 패션 폰(SPH-A680). 이 휴대폰은 보그 사이트인 스타일닷컴(www.style.com)에서 한정 판매돼 호평을 받기도 했다. 또 최근 삼성전자 노트북 사업부는 패션 브랜드 루이까또즈와 손잡고 초경량 노트북 ‘센스Q30’ 를 사면 루이까또즈가 디자인한 노트북 패션백인 "노트백"을 주는 행사를 벌이고 있다.
IT 업체와는 좀 다르게 인터넷 쇼핑몰들은 수익구조를 얼마나 빨리 정착시키느냐가 최대 현안으로 부상함에 따라 하이브리드 마케팅을 통한 일종의 ‘복합 쇼핑몰’을 속속 오픈 하고 있다. 마켓플레이스의 대명사 옥션은 지난해 12월28일 몰인몰(Mall-in-mall) 개념의 신규 서비스 '옥션스토어 '를 오픈했다. 이는 마켓플레이스인 옥션이 일반 인터넷 종합쇼핑몰의 사업모델인 몰인몰 형태를 채택,수익성을 높이기 위한 것으로 분석된다. 이에 대항해 인터파크 등 종합쇼핑몰들은 옥션 등으로 대표되는 마켓플레이스 기능을 추가함 으로써 신개념의 하이브리드 쇼핑몰 추세에 가세하고 있다. 인터파크는 지난 10월 오픈마켓을 개설하여 인터파크 최대의 강점인 MD(구매담당자)체제를 기반으로 상품의 가격과 구색 측면에서 우위를 점하는 한편 오픈마켓(미니숍)을 통해 쇼핑몰을 더 활성화 시킨다는 복안을 내놓았다. 효과적인 하이브리드 마케팅의 요건
과거 마케팅 기법에서는 마케팅 성과의 극대화를 위해, 그리고 각 사업이 가진 한계 상황에 대응하기 위한 방안으로서 단순한 멀티 마케팅이 이용되기도 하였다. 그러나 단순한 멀티 마케팅은 성과 개선에 그다지 기여하지 못하는 결과를 낳았다. 오히려 온라인과 오프라인 이 동일한 고객에 대하여 제각기 마케팅 활동을 전개함에 따라 오히려 불필요한 마케팅 비용의 낭비를 가져오는 역효과를 낳기도 하였다.
이에 하이브리드 마케팅은 개별 마케팅의 단점을 제거하면서도 멀티 마케팅이 가지는 사업간 갈등을 없애기 위해서 장점만을 효과적으로 재배치한 특징을 지니고 있다. 하이브리드 마케팅의 장점은 무엇보다도 고객 서비스의 획기적 향상과 이를 통한 마케팅 성과의 개선 가능성이다. 그러나 이를 위해서는 최고의 하이브리드 마케팅을 전개하기 위해 필요한 고객 정보를 충분히 갖추어야 함은 물론이고 그에 못지 않게 명확한 고객의 욕구를 분석하는 일이 뒤따라야 할 것이다. E-Business 환경에서 기업의 생존을 좌우하는 힘은 구매자에 있기 때문이다.
이를 위해 기업들은 고객의 구매 프로세스를 파악하고, 고객-제품 관계 특성을 반영하는 것을 필수적으로 해야 한다. 과거에는 한 우물만 파면 된다는 기업논리가 작용했다면 하이브리드 마케팅은 그 논리가 변화해야 함을 시사한다. 즉 하이브리드 마케팅은 빠르게 변화하는 경영환경의 변화 속에서 다른 업종간의 협업이 보다 중요하다는 것을 말해준다.

[출처] 하이브리드 마케팅’ – 서로의 시너지 효과를 노린다.

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