온라인 광고산업과 웹 마케팅 에이전시 전략의 변화

초록

This study examines how the online advertising market has been evolved as new advertising technology was introduced in Korea and how Korean web marketing agencies - such as Emforce, which was spun off from Samsung - adjusted their strategies according to this change. This study especially focuses on successful entry strategy of Emforce into the keyword search advertising market which had high levels of uncertainty at that time. In doing so, this paper provides both practical and educational implications by providing detailed background information on the birth of keyword search advertising market and its competitive and cooperative market structure. Finally, this paper examines industry, corporate, and firm level effect on the success of Emforce according to its growth stages.

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