A Cooperative Marketing Strategy using Mobile Communications: The New OB Mobile Campaign
6000 5,544 4000 2,772 2000 1,386 460 0 2003 2004 2005 2006
AIDMA AIDMA Attention Attention,, Attention Interest Interest Interest Desire Desire, Memory Action Memory Action Action
Attention Interest SMS, GM Target Desire Memory Action LSB (BMW) (, ) WAP ( ) / ( ) /
Attention Interest SMS, OB 20~30 Desire Memory Action ()
Attention Interest Desire Memory Action,,
70% 60% 50% 40% 30% 20% 10% 0% 59.3% 28.7% 12.0% 59.7% 25.3% 15.0% 60.0% 2000 2001 2002 HITE OB CASS 19.4% 20.6%
(OB) ( ) (, ) ( ) / ( )
100 50 0 60 30 0 65.2 73.5 58 46.9 25.1 18.6 9.8 8.2 1.5 1.4 12-19 20 30 40 50 2002. 3 2002. 9 46.1 49.2 37.3 23.3 19.5 19.5 13.5 15 8.5 13.1 10 20 30 40 50 2001 2002
UP selling Cross selling,, Win-Win ARPU OB Target Direct Sector Value 1:1 /,,
60 57.3 57.2 56.2 55.8 50 44.2 42.7 42.8 43.8 40 1~3 4 5 6 OB HITE
A Cooperative Marketing Strategy using Mobile Communications: The New OB Mobile Campaign