{"id":52607,"date":"2024-07-29T11:09:57","date_gmt":"2024-07-29T15:09:57","guid":{"rendered":"https:\/\/www.sisinternational.com\/?p=52607"},"modified":"2026-05-04T08:39:43","modified_gmt":"2026-05-04T12:39:43","slug":"%ec%84%b8%ea%b3%84-%ec%b5%9c%ea%b3%a0%ec%9d%98-%eb%8f%99%eb%ac%bc-%ea%b4%80%eb%a6%ac-%ec%86%94%eb%a3%a8%ec%85%98-%ed%9a%8c%ec%82%ac%eb%a5%bc-%ec%9c%84%ed%95%9c-%ec%98%b4%eb%8b%88%ec%b1%84%eb%84%90","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/ko\/%ec%84%b8%ea%b3%84-%ec%b5%9c%ea%b3%a0%ec%9d%98-%eb%8f%99%eb%ac%bc-%ea%b4%80%eb%a6%ac-%ec%86%94%eb%a3%a8%ec%85%98-%ed%9a%8c%ec%82%ac%eb%a5%bc-%ec%9c%84%ed%95%9c-%ec%98%b4%eb%8b%88%ec%b1%84%eb%84%90\/","title":{"rendered":"Omnichannel Marketing Campaign for Animal Management"},"content":{"rendered":"<div class=\"sis-hero-preserved sis-injected-hero\" data-sis-injected=\"hero\">\n<figure class=\"gb-block-image gb-block-image-b2488e6f\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-b2488e6f\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Pets-dogs-cats-6.jpg\" alt=\"SIS \uad6d\uc81c\uc2dc\uc7a5 \uc870\uc0ac \ubc0f \uc804\ub7b5\" title=\"Pets dogs cats (6)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Pets-dogs-cats-6.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Pets-dogs-cats-6-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Pets-dogs-cats-6-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Pets-dogs-cats-6-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Pets-dogs-cats-6-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n<\/p>\n<p>\uc774 \uc0ac\ub840 \uc5f0\uad6c\uc5d0\uc11c\ub294 \uc138\uacc4 \ucd5c\uace0\uc758 \ub3d9\ubb3c \uad00\ub9ac \uc194\ub8e8\uc158 \ud68c\uc0ac\ub97c \uc704\ud574 \uac1c\ubc1c\ub41c \uc634\ub2c8\ucc44\ub110 \ub9c8\ucf00\ud305 \ucea0\ud398\uc778\uc744 \uc790\uc138\ud788 \uc124\uba85\ud569\ub2c8\ub2e4. \ubaa9\ud45c\ub294 \ub9c8\ucf00\ud305 \uc804\ub7b5\uc744 \ucd5c\uc801\ud654\ud558\uc5ec \ube0c\ub79c\ub4dc \uac00\uc2dc\uc131\uc744 \ub192\uc774\uace0, \ub2e4\uc591\ud55c \uace0\uac1d \uae30\ubc18\uc744 \ud655\ubcf4\ud558\uace0, \uc8fc\ub825 \uc81c\ud488\uc758 \uc2dc\uc7a5 \uce68\ud22c\ub825\uc744 \ub192\uc774\ub294 \uac83\uc774\uc5c8\uc2b5\ub2c8\ub2e4.<\/p>\n<h2 class=\"gb-headline gb-headline-e6ee4482 gb-headline-text\"><strong>\uc8fc\uc694 \uacb0\uacfc \ubc0f \uc774\uc810<\/strong><\/h2>\n<ul class=\"wp-block-list\">\n<li>\uc8fc\uc694 \uc2dc\uc7a5 \uc804\ubc18\uc5d0 \uac78\uccd0 \ube0c\ub79c\ub4dc \uac00\uc2dc\uc131\uc774 \ud5a5\uc0c1\ub418\uc5c8\uc2b5\ub2c8\ub2e4.<\/li>\n<li>\ud0c0\uac9f \ucf58\ud150\uce20\ub97c \ud1b5\ud574 \uace0\uac1d \ucc38\uc5ec\ub97c \uac15\ud654\ud569\ub2c8\ub2e4.<\/li>\n<li>\ub9ac\ub4dc \uc0dd\uc131 \ubc0f \uc804\ud658\uc728\uc774 \ud5a5\uc0c1\ub418\uc5c8\uc2b5\ub2c8\ub2e4.<\/li>\n<li>\ud0c0\uac9f \uccad\uc911\uacfc\uc758 \uc815\uc11c\uc801 \uc5f0\uacb0\uc744 \uac15\ud654\ud569\ub2c8\ub2e4.<\/li>\n<\/ul>\n<\/div>\n<h1>Omnichannel Marketing Campaign for a World Leading Animal Management Solution Company<\/h1>\n<p>An animal management leader sells into ranchers, dairy operators, wildlife agencies, forestry contractors, and equestrian buyers across forty languages and six regulatory regimes. One brand voice. One creative system. Six buying logics. The omnichannel marketing campaign for a world leading animal management solution company succeeds when message architecture respects the cultural and operational reality of each segment.<\/p>\n<p>The category is unusually fragmented. A Maasai pastoralist evaluating electric fencing weighs predator pressure and herd mobility. A Saudi camel breeder weighs heat tolerance and conductor degradation. A Texan rancher weighs labor scarcity and insurance compliance. The product is similar. The purchase trigger is not.<\/p>\n<h2>Why Multicultural Segmentation Drives Omnichannel Performance<\/h2>\n<p>Animal management buyers cluster by livestock economics, not language. A commercial dairy operator in Punjab and one in Wisconsin share more decision criteria than a Punjabi dairy operator and a Punjabi smallholder goat farmer. Translation alone produces flat campaigns. Segmentation by enterprise scale, livestock type, and predation risk produces performance.<\/p>\n<p>The leading global brands in this category, including Gallagher, Datamars Livestock, and Tru-Test, increasingly route creative through livestock-economic segments rather than country borders. The result is fewer creative assets, higher relevance, and cleaner attribution across paid search, agricultural trade media, dealer co-op programs, and WhatsApp-led field sales motions in emerging markets.<\/p>\n<p><span style=\"color:#216896;border-left:3px solid #216896;padding-left:0.5rem;\"><\/p>\n<p><span class=\"sis-injected-quote\" data-sis-injected=\"quote\" style=\"color:#216896;border-left:3px solid #216896;padding-left:0.5rem;\">According to SIS International Research, channel intelligence in African and Middle Eastern animal exclusion fencing markets shows that fencing contractors and SMEs, not end farmers, control specification decisions in roughly two-thirds of commercial installations.<\/span> Campaign budgets weighted toward end-user awareness underperform campaigns weighted toward contractor enablement, dealer training content, and specification-stage technical assets.<\/p>\n<p><\/span><\/p>\n<h2>The Creative Architecture That Travels Across Markets<\/h2>\n<p>A workable creative system separates fixed brand assets from flexible cultural layers. The fixed layer carries the engineering proof: joule output, fault-finding telemetry, weigh-scale accuracy, EID reader range. The flexible layer carries the cultural proof: the right livestock, the right terrain, the right operator, the right dealer relationship.<\/p>\n<p>Brands that compress these layers into a single global asset lose both. Brands that fragment into bespoke country campaigns lose scale. The middle path is a modular creative system with locked product claims and unlocked human and environmental context. It is the same approach Caterpillar uses for heavy equipment across mining geographies and John Deere uses for precision agriculture across grain belts.<\/p>\n<h3>Channel Weighting by Buyer Maturity<\/h3>\n<p>Channel mix has to follow the buyer&#8217;s information habit, not the marketer&#8217;s preference. Mature markets such as the United States, Australia, and New Zealand reward search, retargeting, dealer locator integration, and agricultural podcast sponsorship. Emerging livestock markets across East Africa, the Gulf, and South Asia reward WhatsApp Business catalogues, dealer-led field demonstrations, vernacular radio in livestock corridors, and trade-show density during seasonal buying windows.<\/p>\n<figure class=\"wp-block-table sis-injected-table\" data-sis-injected=\"table\">\n<table>\n<thead>\n<tr>\n<th>Region<\/th>\n<th>Primary Discovery Channel<\/th>\n<th>Decision Influencer<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>North America, ANZ<\/td>\n<td>Search, trade media, dealer web<\/td>\n<td>Insurance, labor economics<\/td>\n<\/tr>\n<tr>\n<td>\uc11c\uc720\ub7fd<\/td>\n<td>Trade press, regulatory bodies<\/td>\n<td>Animal welfare compliance<\/td>\n<\/tr>\n<tr>\n<td>Gulf and Middle East<\/td>\n<td>Distributor relationships, trade shows<\/td>\n<td>Government tender specs<\/td>\n<\/tr>\n<tr>\n<td>Sub-Saharan Africa<\/td>\n<td>Contractor networks, WhatsApp<\/td>\n<td>Predation loss, NGO programs<\/td>\n<\/tr>\n<tr>\n<td>South and Southeast Asia<\/td>\n<td>Dealer field demos, vernacular radio<\/td>\n<td>Cooperative purchasing, subsidy<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n<p style=\"font-size:11px;color:#666;margin-top:4px;\"><em>Source: SIS International Research<\/em><\/p>\n<h2>Where Multicultural Campaigns Compound Beyond Awareness<\/h2>\n<p>The highest-leverage outcome of a well-built omnichannel marketing campaign for a world leading animal management solution company is not awareness lift. It is dealer pipeline quality. Animal management is a specified-and-installed category. Pipeline moves through accredited fencing contractors, livestock equipment dealers, and government-approved installers. Campaigns that feed this channel with qualified leads and pre-educated buyers shorten the specification cycle and raise attach rates on accessories, weigh-scale software subscriptions, and EID tag reorders.<\/p>\n<p><span style=\"color:#216896;border-left:3px solid #216896;padding-left:0.5rem;\"><\/p>\n<p>SIS International&#8217;s expert interviews with fencing contractors and animal management specialists across Africa, the Middle East, and Asia indicate that contractor-led specification accounts for the majority of brand selection in commercial and government fencing tenders. The implication for campaign design is direct: contractor-facing content, accreditation programs, and dealer co-marketing budgets generate higher returns than equivalent spend on end-farmer awareness in these regions.<\/p>\n<p><\/span><\/p>\n<h3>The Four-Layer Multicultural Campaign Model<\/h3>\n<p>A useful planning model for cross-regional animal management campaigns separates four layers that must be designed independently and integrated deliberately.<\/p>\n<ul>\n<li><strong>Product proof layer:<\/strong> fixed engineering claims, certifications, joule ratings, weigh-scale accuracy, warranty terms.<\/li>\n<li><strong>Economic proof layer:<\/strong> regional ROI cases built on local livestock prices, predation loss data, and labor cost benchmarks.<\/li>\n<li><strong>Cultural proof layer:<\/strong> imagery, language, livestock species, terrain, and operator profile matched to the segment.<\/li>\n<li><strong>Channel proof layer:<\/strong> dealer accreditation, contractor enablement, and tender-ready specification documents.<\/li>\n<\/ul>\n<p>Brands that fund all four layers move from awareness campaigns to specification campaigns. Specification campaigns are how category leaders defend share against private-label entrants and regional challengers in markets such as South Africa, Kenya, the UAE, and India.<\/p>\n<h2>Measurement That Survives a CFO Review<\/h2>\n<p>Multicultural campaign measurement collapses when KPIs are imported from consumer playbooks. Reach, frequency, and engagement rate do not predict revenue in a contractor-mediated category. The metrics that hold up under CFO scrutiny are dealer-attributed pipeline, contractor accreditation enrolments, tender win rate in named geographies, accessory attach rate per installed system, and EID consumable reorder velocity.<\/p>\n<p>The brands extending their lead in this category run media mix models that weight contractor enablement spend and trade-show presence at equal status with digital paid media. They treat WhatsApp Business in Africa and the Gulf as a sales channel, not a social channel. They measure vernacular radio against dealer foot traffic rather than impressions.<\/p>\n<p><span style=\"color:#216896;border-left:3px solid #216896;padding-left:0.5rem;\"><\/p>\n<p>Based on SIS International&#8217;s market entry and competitive intelligence work for global animal management manufacturers, the brands that grew share fastest in fragmented livestock markets were those that resourced channel intelligence at parity with creative production. Knowing which contractor controls which tender in which province compounds faster than any creative refresh.<\/p>\n<p><\/span><\/p>\n<h2>The Conversion Path Most Marketers Underweight<\/h2>\n<p>The buyer journey in animal management runs through people most consumer marketers never meet: the regional dealer principal, the accredited fencing contractor, the agricultural extension officer, the cooperative procurement manager, the wildlife agency tender committee. A campaign that reaches the end farmer but bypasses these gatekeepers reaches the audience but loses the sale.<\/p>\n<p>The opportunity for a world leading animal management solution company is to build the omnichannel marketing campaign around the gatekeeper map first and the consumer-facing creative second. That sequence reverses standard agency practice. It also reflects how the category actually buys.<\/p>\n<h2>Key Questions<\/h2>\n<figure class=\"wp-block-image size-large sis-injected-img\" data-sis-injected=\"img\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-cd8f115c\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Fence-2.jpg\" alt=\"SIS \uad6d\uc81c\uc2dc\uc7a5 \uc870\uc0ac \ubc0f \uc804\ub7b5\" title=\"Fence 2\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Fence-2.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Fence-2-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Fence-2-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Fence-2-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Fence-2-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n<h2 id=\"about-sis-international\" style=\"font-family:Arial,sans-serif;color:#1a3d68;\">SIS \uc778\ud130\ub0b4\uc154\ub110 \uc18c\uac1c<\/h2>\n<p><a href=\"https:\/\/www.sisinternational.com\/ko\/\">SIS \uad6d\uc81c<\/a> \uc815\ub7c9\uc801, \uc815\uc131\uc801, \uc804\ub7b5 \uc5f0\uad6c\ub97c \uc81c\uacf5\ud569\ub2c8\ub2e4. \uc6b0\ub9ac\ub294 \uc758\uc0ac\uacb0\uc815\uc744 \uc704\ud55c \ub370\uc774\ud130, \ub3c4\uad6c, \uc804\ub7b5, \ubcf4\uace0\uc11c \ubc0f \ud1b5\ucc30\ub825\uc744 \uc81c\uacf5\ud569\ub2c8\ub2e4. \ub610\ud55c \uc778\ud130\ubdf0, \uc124\ubb38 \uc870\uc0ac, \ud3ec\ucee4\uc2a4 \uadf8\ub8f9, \uae30\ud0c0 \uc2dc\uc7a5 \uc870\uc0ac \ubc29\ubc95 \ubc0f \uc811\uadfc \ubc29\uc2dd\uc744 \uc218\ud589\ud569\ub2c8\ub2e4. <a href=\"https:\/\/www.sisinternational.com\/ko\/sis-%ea%b5%ad%ec%a0%9c-%ec%97%b0%ea%b5%ac%ec%97%90-%eb%8c%80%ed%95%b4\/contact-sis-international-market-research\/\">\ubb38\uc758\ud558\uae30<\/a> \ub2e4\uc74c \uc2dc\uc7a5 \uc870\uc0ac \ud504\ub85c\uc81d\ud2b8\ub97c \uc704\ud574.<\/p>\n<p><!-- sis-hreflang-start -->\n<link rel=\"alternate\" hreflang=\"en-US\" href=\"https:\/\/www.sisinternational.com\/omnichannel-marketing-campaign-for-a-world-leading-animal-management-solution-company\/\" \/>\n<link rel=\"alternate\" hreflang=\"ar\" href=\"https:\/\/www.sisinternational.com\/ar\/omnichannel-marketing-campaign-for-a-world-leading-animal-management-solution-company\/\" \/>\n<link rel=\"alternate\" hreflang=\"zh-CN\" href=\"https:\/\/www.sisinternational.com\/zh\/omnichannel-marketing-campaign-for-a-world-leading-animal-management-solution-company\/\" \/>\n<link rel=\"alternate\" hreflang=\"zh-HK\" href=\"https:\/\/www.sisinternational.com\/zh_hk\/omnichannel-marketing-campaign-for-a-world-leading-animal-management-solution-company\/\" \/>\n<link rel=\"alternate\" hreflang=\"nl-NL\" href=\"https:\/\/www.sisinternational.com\/nl\/omnichannel-marketing-campaign-for-a-world-leading-animal-management-solution-company\/\" \/>\n<link rel=\"alternate\" 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href=\"https:\/\/www.sisinternational.com\/pl\/omnichannel-marketing-campaign-for-a-world-leading-animal-management-solution-company\/\" \/>\n<link rel=\"alternate\" hreflang=\"pt-BR\" href=\"https:\/\/www.sisinternational.com\/pt\/omnichannel-marketing-campaign-for-a-world-leading-animal-management-solution-company\/\" \/>\n<link rel=\"alternate\" hreflang=\"es-ES\" href=\"https:\/\/www.sisinternational.com\/es\/omnichannel-marketing-campaign-for-a-world-leading-animal-management-solution-company\/\" \/>\n<link rel=\"alternate\" hreflang=\"en\" href=\"https:\/\/www.sisinternational.com\/omnichannel-marketing-campaign-for-a-world-leading-animal-management-solution-company\/\" \/>\n<link rel=\"alternate\" hreflang=\"zh\" href=\"https:\/\/www.sisinternational.com\/zh\/omnichannel-marketing-campaign-for-a-world-leading-animal-management-solution-company\/\" \/>\n<link rel=\"alternate\" hreflang=\"nl\" href=\"https:\/\/www.sisinternational.com\/nl\/omnichannel-marketing-campaign-for-a-world-leading-animal-management-solution-company\/\" \/>\n<link rel=\"alternate\" hreflang=\"fr\" href=\"https:\/\/www.sisinternational.com\/fr\/omnichannel-marketing-campaign-for-a-world-leading-animal-management-solution-company\/\" \/>\n<link rel=\"alternate\" hreflang=\"de\" href=\"https:\/\/www.sisinternational.com\/de\/omnichannel-marketing-campaign-for-a-world-leading-animal-management-solution-company\/\" \/>\n<link rel=\"alternate\" hreflang=\"it\" href=\"https:\/\/www.sisinternational.com\/it\/omnichannel-marketing-campaign-for-a-world-leading-animal-management-solution-company\/\" \/>\n<link rel=\"alternate\" hreflang=\"ko\" href=\"https:\/\/www.sisinternational.com\/ko\/omnichannel-marketing-campaign-for-a-world-leading-animal-management-solution-company\/\" \/>\n<link rel=\"alternate\" hreflang=\"pl\" href=\"https:\/\/www.sisinternational.com\/pl\/omnichannel-marketing-campaign-for-a-world-leading-animal-management-solution-company\/\" \/>\n<link rel=\"alternate\" hreflang=\"pt\" href=\"https:\/\/www.sisinternational.com\/pt\/omnichannel-marketing-campaign-for-a-world-leading-animal-management-solution-company\/\" \/>\n<link rel=\"alternate\" hreflang=\"es\" href=\"https:\/\/www.sisinternational.com\/es\/omnichannel-marketing-campaign-for-a-world-leading-animal-management-solution-company\/\" \/>\n<!-- sis-hreflang-end --><\/p>","protected":false},"excerpt":{"rendered":"<p>This case study details the omnichannel marketing campaign developed for a world-leading animal management solution company. The objective was to optimize their marketing strategies to enhance brand visibility, engage a diverse customer base, and increase market penetration for their flagship product. Key Outcomes and Benefits Improved brand visibility across key markets. Enhanced customer engagement through &#8230; <a title=\"Omnichannel Marketing Campaign for Animal Management\" class=\"read-more\" href=\"https:\/\/www.sisinternational.com\/ko\/%ec%84%b8%ea%b3%84-%ec%b5%9c%ea%b3%a0%ec%9d%98-%eb%8f%99%eb%ac%bc-%ea%b4%80%eb%a6%ac-%ec%86%94%eb%a3%a8%ec%85%98-%ed%9a%8c%ec%82%ac%eb%a5%bc-%ec%9c%84%ed%95%9c-%ec%98%b4%eb%8b%88%ec%b1%84%eb%84%90\/\" aria-label=\"Omnichannel Marketing Campaign for Animal Management\uc5d0 \ub300\ud574 \ub354 \uc790\uc138\ud788 \uc54c\uc544\ubcf4\uc138\uc694\">\uc790\uc138\ud788 \ubcf4\uae30<\/a><\/p>","protected":false},"author":1,"featured_media":69452,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[],"class_list":["post-52607","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/posts\/52607","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/comments?post=52607"}],"version-history":[{"count":9,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/posts\/52607\/revisions"}],"predecessor-version":[{"id":86304,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/posts\/52607\/revisions\/86304"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/media\/69452"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/media?parent=52607"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/categories?post=52607"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/ko\/wp-json\/wp\/v2\/tags?post=52607"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}