网络营销的发展外文翻译.docx
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网络营销的发展外文翻译.docx
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网络营销的发展外文翻译
网络营销的发展外文翻译
标题:
TheEvolutionofInternetMarketing
原文:
PaperataGlance:
Asmulti-channelcommercei.e.,theabilitytopurchasegoodsandservicesvia,forexample,theWebandthecallcenterbecomesincreasinglyubiquitous,technologynowindistinguishablefromtheprocessesitenableshasbecomethemeanstoinstantgratification.However,theWebasastandalonechannelpresentsasmuchofaliabilityasitdoesanopportunitybecausebestbusinesspracticesforcohesivelyexploitingtheinternetandsystematicallythrivingincyberspacehavelaggedNotleastofallinthemarketingarenaThe“old”InternetlaidthefoundationforthemostcriticalmistakeorganizationshavemadewiththeWebtodate:
failingtointegratetheWebintotheiroverallchannelstructureThe“new”Internetpresentsanewsetofopportunitiesifmarketersrealizethatdecisionsofonlinesearchersareinfluencedbyabroadnumberofofflinesourcesandviceversa.
TheTake-Away:
Brand,relationshipandinternetmarketersmustbreakthroughoftenartificialboundariestocoalescearoundthecustomerasthedesignpointOrganizationsmustplantobecustomer-proactiveascommerceparadigmsshiftfrompushtopull.Cross-channelintegrationwillenableorganizationstooptimizethewaytheytreatcustomersandright-sizecosts.
Introduction
Fortoomanyorganizations,"cross-channelintegration"issimplyabuzzword-complianttrenddujour,andlittlemorethanlip-serviceispaidtowardimplementingit.However,fromthecustomer'sperspective,thislackofintegrationisaggravatinganalreadyfrustratingproblemwheninteractingwithmulti-line,multi-channelorganizations,leadingcustomerstowonder,"Whydon'ttheyknowmeHEREwhenI'vealreadytoldthemaboutmeTHERE?
"
TheInternetHasChangedtheWorld
Well,maybenottheworld,buttheInternethasclearlygainedmomentumasithasmovedfrombeingacommercialexperimenttoalegitimate,mission-critical,businessengineinalmosteverybusinesssectorAmongotherstatisticssupportingitssignificance,theU.S.CensusBureaureportsthatU.S.retaile-commercesalesinthefourthquarterof2005continueditssteadyclimb,accountingfor2.4%oftotalretailsalesupfrom1.6%and1.9%overpreviousyears,adjustedforseasonalityAndthat’sjustintheretailsectorHowever,theWebasastandalonechannelpresentsasmuchofaliabilityasitdoesanopportunitybecauseitoffersconsumersanonymityuntilthemomentofpurchaseThis,inturn,limitstheabilityoftheenterprisetomotivatere-purchasingbasedonthebuyer’spainandneeds-inturn,contributingtodiminishingconsumerloyaltyandlowerswitchingcostsUnfortunately,bestbusinesspracticesforcohesivelyexploitingtheInternetandsystematicallythrivingincyberspacehavelagged;notleastofallinthemarketingarena.
“Old”InternetMarketing
Inthebeginning,theInternetwascool.Inanodtomodernization,manyGlobal2000companiesdabbledintheWebwithexperimentalwebsites,oftennothingmorethantechnology-litebrochuresites.Theseexperimentswerepurposelyseparatedfromday-to-dayoperationsgivenalltheunknownsrelativetobusinessimpact,claimingdedicatedpeople,businessprocesses,technology,andinformationTheWebwascommonlyrunbythejeans-wearingponytailsetasopposedtothebluesuitscarryingsalesbags.Throwapizzaintothe“conference-room-cum-web-lab”nowandagainandallwasrightwiththeworld.Webmarketinglargelyconsistedofmass,outbounde-mailblastsandgettinge-mailrightbecameahugefocusofInternetmarketingE-mailtechnologyjockeysfoundthemselvesactingasnew-agemarketersanditbecamemoreaboutcraftingtheperfecte-mailthanaboutgettingtherightmessagetotherightcustomerviatherightchannelThusthefoundationwaslaidforthemostcriticalmistakeorganizationshavemadewiththeWebtodate:
failingtointegratetheWebintotheiroverallchannelstructure.
Indeedwethoughtweweremakingthingsbetterbybifurcatedmarketingdisciplinesbasedonchannele.g.,onlinevs.offlineandformalizingthedisciplineofonlineorInternetmarketingWescoffedattheideathatarelationshiporabrandcouldbeenhancedthroughtheInternet,andInternetmarketingevolvedseparatelyfromRelationshipMarketingandBrandMarketing.Onlinemarketingsub-specialtiesevolvede.g.,searchmarketing,businessdisciplineswerereplicatede.g.,ordermanagement,onlinecustomerservice,revenuetrackingandvoila!
wecreatedparallele-businesses.Rememberthepre-dot.bombdaysofInternetspin-offbusinessesStill,Internetmarketerswerenotblindtotheexigenciesofcross-channelmarketing;it’sjustthattothem,cross-channelwasintegratingGoogletoYahoo!
ratherthanwebactivitytopoint-of-saleMarketingwasallabout“pushing”messagestocustomers,andmostmarketingeffortswereandstillaredesignedwiththechannelastheprimaryconsideration,andthecustomerasasecondarydesignpointAllwewerereallydoingwasreinforcingtheInternetasaseparateanddistinctelementofbusinessWeassumedthatlackofaccesstotechnologyandfearoftheunknownwouldpreventcustomersfromtrulyembracingorevendemandingtheInternetasalegitimatemeansoftransactingbusinessincombinationwithotherchannels.
Thingsimprovedwiththeadventof“pull”marketingandallitsimplications:
customerswouldproactivelypullcompaniesseeFigure1tothemontheirterms,viatheirpreferredchannels,andwhentheyareready.Banneradsareaclassicexampleofpullmarketing:
thebannersareubiquitousandpresumablytargetedatauser’scurrentbehavior,butacustomercanchoosetoclickthroughornotEvenwiththisevolutiontopullmarketing,customersremainedsubservienttothechannelduetoadearthofinformationthatcouldbeculledfromacrosschannelsandintegratedintoa“panoramicview”ofthecustomerThepanoramicviewofthecustomerisanenterprise’s“corporatememory”ofacustomeracrosstime,channels,andbusinesslinesAlsocalledthe“360°view,”itspurposeistooptimizecustomerinteractionsforimumsegmentprofitability.Tocreatethepanoramicview,organizationsmusthaveaconsistentapproachtocollectingaccuratecustomerinformation,reachingbeyondtraditionaltransactionalanddemographicinformationtoincludeinformationaboutallinteractionswhetherornotasaleresultedIndeed,marketinghasremainedlargelystaticandreactivebecausechannel/customer/offercombinationsusuallydifferbypoint-in-time,channel-specific,predefinedrulesHoweveracustomer’sbehaviorcanandwilldeviatefromtheserulesandthelackofapanoramicviewofthecustomerwillgateanorganization’sabilitytoeffectivelyrespondThisisatwo-waystreet:
theenterprisedoesn’thaveapanoramicviewofthecustomer,butthecustomerdoesn’thaveasingleviewoftheenterpriseeither.Thismattersbecausetothecustomer,thereisfrustrationassociatedwithnotbeingknownacrosschannels,leadingtodissatisfactionanddiminishedloyalty.
“New”InternetMarketing
WenowknowtheWebexperimenthassucceeded,andtheInternetasacommercialtoolisheretostay.ConsumersarepurchasinggoodsandservicesmorethaneverviatheInternet,andmarketingspendonmediasuchasonlineclassifieds,searchmarketing,anddisplayadvertisingisfastfollowingIndeedspendingonInternetmarketingisprojectedtoincrease,dependingonwhoyoubelieve,between7%WinterberryGroupand20%+eMarketeroverthenext4yearsButjustwhenwethinkwe’vegotitfiguredout,consumerstellusotherwiseCustomersunderstandthatbusinessesoperatethroughmultiplechannels,andtheywillleveragewhicheverchannelismostappropriatetotask.StudiesshowthatInternetmarketingisdrivingofflineefforts;andthereisasignificantmissedopportunityifallchannelsarenotintegratedSeeFigure2.Assuch,organizationsmustbegintoregardtheWebsomecallitthee-channelasjustanotherchannelinitschannelmix,asopposedtotreatingitasaseparatebusinessunit,operatingcompany,ordivision.Theintegratedchannelsystemitselfmustbeeconomicallyoptimized,versusoptimizingtheuseofasinglechannele.g.,theWebwithinachannelsystem.
WealsoknowthatwhiletheWebisahugemarketplace,90%+oftheonlinepurchasingandconsiderationprocessisoccurringbeyondthecorporatewebsiteStudiesshowthatwhilecustomersmayseekinformationfromacorporatewebsite,thesalethroughthissamechannelrarelyfollowsSoitwouldseemonthesurfacethattheWebisanineffectiverevenue-generatingchannelButweknowitisaveryeffectivechannelwhentakenasoneelementofthechannelsystemSolookingattheWebfromadifferentperspective,aconsumer’sabandonedshoppingcartmayindicatetheexistenceofacommercelifecycleSeeFigure2andnotmerelyanabortedtransactionIfviewedinthisway,anorganizationhastheopportunitytoinfluencepurchaseeveniftheWebisn’ttherightchannelforthatconsumeratthatmomentintimeInthismodel,theefficacyoftheWebincreasesexponentiallyasitiscausallylinkedtotransactionsinotherchannelsIndeedmillionsofthesetellingwebinteractionsgounnoticedeveryweekandharvestingthiskindofinformationwillleadtoamorefocused,productivemarketingeffortwherecoordinatingonlineandofflinemarketinginvolvementdrivesmindshareandultimatelytransactionsacrosschannels.
What’sWeb2.0GotToDoWithIt?
Web2.0isabuzzwordreferringtowhateverisnewlypopularontheWebe.g.,blogs,podcasts;itsmeaningisstillinflux.Tobefair,Web2.0denotesanimprovedformoftheWeb,generallyreferringtoasecondgenerationofservicesthatenablepeopletocollaborateandshareinformation
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