The document outlines Sunny Ryu's marketing strategy flow from analysis to execution, including analyzing customers, markets, and internal status; building marketing programs and channels; setting key performance indicators; testing programs; and running and monitoring marketing activities on a quarterly/annual basis. It also discusses considerations for each step of the marketing flow and the marketing campaign execution process of defining objectives, selecting segments, setting offers/channels/content, launching, and wrapping up.

1. MARKETING DEVELOPMENT
Analysis to Execution
Passionate marketing professional
Sunny Ryu
S u n n y . r y u @ H o t m a i l . c o m
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2. Marketing strategy set up flow
Analysis
GET TO KNOW
WHO IS OUR
HVC AND
WHERE ARE
THEY?
•
•
•
Customer
Market
Internal status
Build
program
WHICH
MARKETING
PROGRAM OR
CHANNELS ARE
WORKING?
Set up
KPI
WHAT AND
HOW MEASURE
OUR
MARKETING
ACTIVITIES?
Performance index
consider
marketing activity
results
Test
NEED ANY
ADJUSTMENT
OR MODIFY
FOR
IMPROVEMENT?
Program testing
and adjustment
& optimization
Run &
Monitoring
REVIEW AND
ANALYSIS
AGAIN FOR
NEXT BUSINESS.
Quarterly/Annual
review and get
insight for the
next action

3. Key consideration of each flow
Analysis
Key
factors
Build program
Set up KPI
Test
Customer
- Usage trends
(By device/pattern, #
Note, Access, Level, etc.)
- Define HVC or not
- Active user Vs. not
- Other unmanaged
Develop marketing channel
- Website, event site
- Email & newsletter
- Social media
Owned
- # of DB or users
- # of Visitors / View
- % of Response
Earned
- # of Social fan
- # of Shared
- # of Engagement
Paid
- # of Keywords
- # of Imp.
- # of Click
- # of Register
Common
- # of download
- #/% of Response
- # of New names
- # of New site(for biz)
- # of Leads
- % of Conversion (to
premium or biz)
- % of Re-purchase
Program testing
and adjustment
& optimization
Market
- Korea market trends
- Industry business
trends
- Device usage trends
Internal status
- Business status
- Web/Newsletter status
response rate
- Targets and
expectation from
Korea market
(FB/Twitter/blog/Youtube/etc)
- Community
- Webcast or webinar
- Search Engine and 3rd
party media for
acquisition
Develop program
- For ambassador /
Community
- Reward program
- Acceleration program
- Vertical segment program
- *Annual conference
* Other marketing program
required based on analysis
(for each audience)
Controls and
modify program if
needed
Run &
Monitoring
Quarterly/Annual
review and get
insight for the next
action

4. Marketing campaign execution process
• It should be considered objective of campaign (what we achieve through campaign)
• Metrics(KPI) also need to set up in previous for measurement
• Attractive offers/testing is so important increase response rate
Define
campaign
objective
Goal set up
Wrap up and
follow up
Select
segment/Focus
ed solution or
products
Launch
Set up Offer /
Channel/
Contents
Test &
Simulation

5. Any Question?
Deck produced Microsoft Office 2013
Portfolio: http://bit.ly/15qciFt (Video)
http://slidesha.re/17ZkRYZ(Presentation)