外文翻譯---網(wǎng)絡在營銷中的應用

1、<p>　　Internet in Marketing</p><p>　　The Internet marketing is no longer a playground for amateurs. It is a fast-changing, advanced and high-profit arena for specialists and experts that practice the sc

2、ientific discipline of online marketing. But that shouldn’t scare anyone away. On the contrary. Targeted Lead Marketing is one of the strongest ways for businesses like yours to leverage the power of the Internet. Your o

3、nline presence is your marketing vehicle and a very powerful customer interface tool. By following leading best pra</p><p>　　Help customers keep their faith in you</p><p>　　An effective Targeted

4、 lead Marketing campaign involves fostering consistent and meaningful ongoing interaction with potential customers, regardless of their timing to buy. There are many innovative, cost-effective methods that keep you on yo

5、ur customers’ and prospective customers’ radar; nurturing your relationship with them. Some examples are; auto-responders, click-to-call (Internet to phone), email marketing. RSS feeds, blogs, customer loyalty programs a

6、nd free trials. A focused Targeted Lead</p><p>　　Exposing more people to your website is like bringing more people into your store, it only accomplishes half of what you need to do. The goal of all your sale

7、s and marketing efforts, in the very simplest of terms, has always been to increase the number of people who do what you ask them to do-BUY your product or service and encourage others to buy too. Every online business m

8、ust have a comprehensive Internet Marketing Strategy Your WSI Consultant can work with you to design, implement and monito</p><p>　　Besides the expense of traditional methods like telemarketing, can you real

9、ly afford the ire of potential buyers who just can’t handle one more sales caller and dacide not to buy even though they may have been thinking about it? Wouldn’t you rather send a periodic e-Newsletter to the folks who

10、asked to be your mailing list? It’s a click of a button to reach a multitude and you will be giving them information that is useful, something they asked for. So what if they don’t buy from you today? You’</p><

11、;p>　　Marketing , also known as digital marketing, web marketing, online marketing, search marketing or e-marketing, is the marketing(generally promotion) of products or services over the Internet.</p><p>

12、　　Internet marketing ties together the creative and technical aspects of the Internet, including design, development, advertising, and sales. Internet marketing also refers to the placement of media along many different

13、stages of the customer engagement cycle through search engine marketing(SEM), search engine optimization(SEO), banner ads on specific websites, email marketing, and Web 2.0 strategies.</p><p>　　In 2010, The

14、New York Times, working with comscore, published an initial estimate to quantify the user data collected by large Internet-based companies, Counting four types of interactions with company websites in addition to the hit

15、s from advertisements served from advertising networks, the authors found that the potential for collecting data was up to 2,500 times per user per month.</p><p>　　Internet marketing is associated with sever

16、al business models </p><p>　　A model whereby goods are sold directly to consumers(B2C), businesses(B2B), or from consumer(C2C), Lead-based websites: a strategy whereby an organization generates value by acqu

17、iring sales leads from its website. Similar to walk-in customers in retail world. These prospects are often referred to as organic leads.</p><p>　　Affiliate Marketing: a process wherein a product or service

18、developed by one entity is sold by other active sellers for a share of profits. The entity that owns the product may provide some marketing material (e.g, sales letters, affiliate links, tracking facilities, etc.): howev

19、er, the vast majority of affiliate marketing relationships come from e-commerce businesses that offer affiliate programs.</p><p>　　Local Internet marketing: a strategy through which a small company utilizes

20、the Internet to find and to nurture relationships that can be used for real-world advantages. Local Internet marketing uses tools such as social media marketing, local directory listing, and targeted online sales promoti

21、ons.</p><p>　　In a one –to-one approach, marketers target a user browsing the Internet alone and so that the marketer’s messages reach the user personally. This approach is used in search marketing, for whic

22、h the advertisements are based on search engine keywords entered by the users. This approach usually works under the per click (PPC) method.</p><p>　　When appealing to specific interests, marketers place an

23、emphasis on appealing to a specific behavior or interest, rather than reaching out to a broadly defined demographic. These marketers typically segment their markets according to age group, gender, geography, and other ge

24、neral factors.</p><p>　　Niche Marketing</p><p>　　Niche and hyper-niche internet marketing put further emphasis on creating destinations for web users and consumers on specific topics and product

25、s,. Niche marketers differ from traditional Internet marketers as they have a more specialized topic knowledge. Fox example, whereas in traditional Internet marketing a website would be created and promoted on a high-lev

26、el topic such as kitchen appliance, niche marketing would focus o more specific topics such as 4-slice toasters.</p><p>　　Niche marketing provides end users of such sites very targeted information, and allow

27、s the creators to establish themselves as authorities on the topic or product.</p><p>　　Geo-targeting</p><p>　　In Internet marketing, geo targeting and marketing are the methods of determining t

28、he relocation of a website visitor with geolocatiom software, and delivering different content to that visitor based on his or her location, such as latitude and longitude, country, region or state, city, metro code or z

29、ip code, organization, Internet Protocol(IP) address, ISP, and other criteria.</p><p>　　Advantages</p><p>　　Internet marketing is in expensive when examining the ratio of cost to the reach of th

30、e target audience. Companies can reach a wide audience for a small fraction of traditional advertising budgets. The nature of the medium allows consumers to research and to purchase products and consumers in a medium tha

31、t can bring results quickly, The strategy and overall effectiveness of marketing campaigns depend on business goals and cost-volume-profit(CVP) analysis.</p><p>　　Internet marketers also have the advantage o

32、f measuring statistics easily and inexpensively: almost all aspects of an Internet marketing campaign can be traced, measured, and tested. The advertisers can use a variety of methods, such as pay per impression, pay per

33、 click, pay per play, and pay per action. Therefore, marketers can determine which messages or offerings are more appealing to the audience. The results of campaigns can be measured and tracked immediately because online

34、 marketing initi</p><p>　　Limitations</p><p>　　However, from the buyer’s perspective, the inability of shoppers to touch, to smell, to taste, and “to try on” tangible goods before making an onli

35、ne purchases can be limiting. However, there is an industry standard for e-commerce vendors to reassure customers by having liberal return policies as well as providing in-store pick-up services.</p><p>　　In

36、formation security is important both to companies and consumers that participate in online business. Many consumers are hesitant to purchase items over the Internet because they do not believe that their personal informa

37、tion will remain private. Some companies that purchase customer information offer the option for individuals to have their information removed from the database, also known as opting out. However, many customers are unaw

38、are if and when their information is being shared, and are</p><p>　　Another major security concern that consumers have with e-commerce merchants is whether or not they will receive exactly what they purchase

39、. Online merchants have attempted to address this concern by investing in and building strong consumer brands (e.g. Amazon.Com, eBay, and Overstock.Com), and by leveraging merchant and feedback rating systems and e-comme

40、rce bonding solutions. All these solutions attempt to assure can be trusted to provide reliable products and service. Additionally, several m</p><p>　　Internet auctions</p><p>　　Internet auction

41、s have become a multi-billion dollar business. Unique items that could only previously be found at flea markets are now being sold on Internet auction websites such as eBay. Specialized e-stores sell a vast amount of ite

42、ms like antiques, movie props, clothing, gadgets, and so on.</p><p>　　As the premier online reselling platform, eBay is often used as a price-basis for specialized items. Buyers and sellers often look at on

43、the website before going to flea markets; the price shown on eBay often becomes the item’s selling price.</p><p>　　Advertising industry</p><p>　　In addition to the major effect internet marketin

44、g has had on the technology industry, the effect on the advertising industry itself has been profound. In just a few years, online advertising has grown to be worth tens of billions of dollars annually. PricewaterhouseCo

45、opers reported that US$16.9 billion was spent on online marketing in the U.S. in 2006.</p><p>　　This has caused a growing impact on the United States’ electoral process. In 2008, candidates for president hea

46、vily utilized Internet marketing strategies to reach constituents. During the 2007 primaries candidates added, on average, over 500 social network supporters per day to help spread their message. President Barack Obama r

47、aised over US$1 million in one day during his extensive Democratic candidacy campaign, largely due to online donors.</p><p>　　Several industries have heavily invested in and benefited from internet marketing

48、 and online advertising. Some of them were originally brick and mortar businesses such as publishing, music, automotive or gambling, while others have sprung up as purely online businesses, such as digital design and med

49、ia, blogging, and internet service hosting.</p><p>　　References</p><p>　　[1]Harold, and Heinz(2007), “Internet in Marketing”, Network Marketing, Vol, 63, Iss.19. pp. 31-33</p><p>　　

50、[2]Fred R Davy(2008), “business opportunity in internet”, e-commerce, Vol,15.Iss.4,pp.21-23.</p><p>　　Article Source: Vincent J, Palombo, Chancellor University Marketing Management Journal, Fall 2009</p&g

51、t;<p><b>　　網(wǎng)絡在營銷中的應用</b></p><p>　　互聯(lián)網(wǎng)營銷空間對于業(yè)余人士來說不再是一個空地。這是一個對時間在線網(wǎng)絡營銷的科學性原則的專家和專業(yè)人士來說瞬息萬變的，先進的和高利潤領域。但從事商業(yè)方面的人來說不應該感到畏懼。與此相反。有針對性的營銷方式是對像你們這樣的從事商業(yè)的人來說增強互聯(lián)網(wǎng)力量最有效地的營銷方法之一。你的在線狀態(tài)，是你的營銷手段和一個非

52、常強大的用戶界面工具。按照互聯(lián)網(wǎng)營銷領先的最佳做法，你可以將在線咨詢轉(zhuǎn)化為有資格的領導并且激勵這些領導人從事利潤獲得的銷售。這一切都是關于與潛在客戶保持一個健康的和互動性的關系，無論他們在哪里，無論他們是在決定購買還是決定制造的過程中。</p><p>　　一 幫助消費者保持他們對你的信任</p><p>　　一個有效的有針對性的營銷活動包括與潛在消費者培養(yǎng)持續(xù)的和有意義的不間斷互動，無其

53、中不包括他們購買的時機。有許多創(chuàng)新，具有成本效益的方法，讓你保持與消費者和潛在消費者的聯(lián)系；培養(yǎng)你與他們的關系。例如：自動回復機，互諒網(wǎng)電話，電子郵件營銷，訂閱RSS，博客，顧客忠誠度計劃和免費試用。</p><p>　　一個集中的目標引導營銷結(jié)構(gòu)允許你站巨額和開發(fā)處級領導以至于有價值的機會在不斷地被加入到你的銷售渠道中。</p><p>　　讓更多的讓你來瀏覽你們的網(wǎng)站就像把更多的人吸引

54、到你的商店一樣，它只完成了你需要完成的一半。你們所有在銷售和營銷上所做的努力的最終目標從最簡練的角度來說，一直是為了增加哪些聽從你們命令的人的數(shù)量-購買你們的產(chǎn)品或服務以及估計其他人也去買。每一家在線企業(yè)必須有一個全面的互聯(lián)網(wǎng)營銷策略。你們的WSI咨詢顧問可以與你們一起合作去設計，實施和監(jiān)控你們的互聯(lián)網(wǎng)營銷策略的結(jié)果。</p><p>　　除了像電子營銷那樣的傳統(tǒng)方式的支出之外，你真的可以承受那些僅僅不能處理更多

55、的銷售電話，就算他們一直在考慮決定不購買產(chǎn)品的潛在買家的怒火嗎？你難道不想給那些在你郵箱名單里的那些人發(fā)一封周期性的電子郵件嗎？只需要輕輕一點就能達到大量的數(shù)，同時你也將會給他們發(fā)出一些有用的信息和他們需求的某些東西。因此計入他們今天不從你們這里買東西會怎么樣呢？你將擁有他們的精神占有率因為他們已經(jīng)開心信任你。他們更有可能將你推薦給更加能夠買的人而不是他們，那就是你想培養(yǎng)的關系類型。字典里將“培養(yǎng)”定義為“鼓勵某人或某物生長、發(fā)展、繁榮

56、、同時很成功”。使你們的領導準確的培養(yǎng)一套系統(tǒng)允許你占據(jù)和發(fā)展早期領導以至于你們的營銷渠道和銷售渠道永遠不會市區(qū)有價值的機會。你們的潛在客戶將會評估你們的產(chǎn)品或者服務然后通過購買過程來按照他們的醫(yī)院去挑選。在保持先關信息以及放棄它們以及那些傲慢的追隨者的平衡上你將會面臨挑戰(zhàn)性的任務。這是一個WSI咨詢顧問可以為你進行專家級的處理并且以你的名義從事的一項任務。</p><p>　　互聯(lián)網(wǎng)營銷，也叫數(shù)字營銷，網(wǎng)頁營銷

57、，在線營銷，搜索營銷或電子營銷，是產(chǎn)品或者服務在互聯(lián)網(wǎng)上的營銷（一般意義上的促銷）。</p><p>　　互聯(lián)網(wǎng)營銷在范疇上很廣引文它不僅僅指互聯(lián)網(wǎng)上的營銷，也包括通過電子郵件和無線媒體進行的營銷，數(shù)字化消費者數(shù)據(jù)和電子消費者關系管理（ECRM）系統(tǒng)也經(jīng)常包括在互聯(lián)網(wǎng)營銷當中。</p><p>　　互聯(lián)網(wǎng)營銷將互聯(lián)網(wǎng)上富有創(chuàng)造性和技術(shù)性的方面緊緊聯(lián)系在一起，包括設計，發(fā)展，廣告和銷售，互聯(lián)

58、網(wǎng)營銷還指通過搜索引擎營銷（SEM），搜索最優(yōu)化（SEO）,特定條幅廣告，電子郵件營銷，和Web2.0策略，沿著許多不同步驟的消費者經(jīng)營循環(huán)而在媒體上的展示。</p><p>　　在2010年，月時報與comscore一同發(fā)表了一篇初步的評估，目的是為了確定由大型互聯(lián)網(wǎng)公司所手機的用戶數(shù)據(jù)的數(shù)量。通過計算四種與公司網(wǎng)站互動類型的數(shù)目以及來自廣告網(wǎng)路上的廣告數(shù)量，作者們發(fā)現(xiàn)收集數(shù)據(jù)的潛在值達到了每個用戶每個月250

59、0次。</p><p>　　電子商務：一種貨物直接賣給消費者（B2B），企業(yè)（B2B），或者從消費者直接到消費者（C2C）模式。以領導為基礎的網(wǎng)站：一種企業(yè)通過公司網(wǎng)站獲取銷售領導信息來產(chǎn)生價值的策略。類似于零售領域的預約客戶。這些潛在客戶通常被稱作有組織的領導。</p><p>　　聯(lián)合營銷：指為了獲得利潤分紅，由一個企業(yè)開發(fā)的產(chǎn)品或服務被其他積極的賣家所銷售的過程，擁有產(chǎn)品的企業(yè)可以提

60、供營銷材料（例如銷售信件，聯(lián)合的企業(yè)，跟蹤設施等等），然而，大多數(shù)的聯(lián)合營銷是來自那些提供聯(lián)合計劃的電子商務企業(yè)。</p><p>　　本地互聯(lián)網(wǎng)營銷：指通過一家小公司運用互聯(lián)網(wǎng)發(fā)現(xiàn)和培養(yǎng)被用作現(xiàn)實世界中競爭優(yōu)勢關系的策略。本地互聯(lián)網(wǎng)營銷就像社會媒體營銷，本地姓名地址目錄以及有目標的在線銷售和促銷這樣的工具。在一對一方法中，營銷者將只使用互聯(lián)網(wǎng)的用戶作為目標，以便營銷者的信息能夠到達用戶個人手中。這種方法在搜索營

61、銷中被使用，因為廣告是以用戶輸入的搜索引擎關鍵詞為基礎的，這種方法通常通過每次點擊（PPC）的方法來實行。 </p><p>　　當吸引特定的興趣時，營銷者將一種特定的行為或者興趣作為強調(diào)重點，而不是達到一個廣泛意義上的人口數(shù)。這些營銷者通常根據(jù)年齡組別，性別，地域，和其他一般因素來劃分他們的市場。</p><p><b>　　二 稱心的營銷</b></p>

62、;<p>　　稱心和極度稱心的互聯(lián)網(wǎng)營銷進一步強調(diào)，為網(wǎng)絡用戶和消費者在特定的主題和產(chǎn)品上創(chuàng)造目的地。稱心的營銷不同于傳統(tǒng)的互聯(lián)網(wǎng)營銷，因為他們有一個專門的主題知識。例如在傳統(tǒng)的網(wǎng)絡營銷網(wǎng)站將會在一個高水平上被創(chuàng)建和促銷，如廚房用具推動，稱心營銷將集中更具體的主題，如4片烤面包機。稱心營銷為此類網(wǎng)站的最終用戶提供了非常有針對性的信息，并允許創(chuàng)作者在主題或產(chǎn)品上更加有權(quán)威。</p><p><b

63、>　?。ㄒ唬┑赜蚰繕?lt;/b></p><p>　　在互聯(lián)網(wǎng)營銷，地理定位和營銷是通過地理定位軟件決定網(wǎng)站的訪問者的位置，以及根據(jù)訪問者的位置，如緯度和經(jīng)度，國家，地區(qū)或州，城市，地鐵代碼或郵政編碼，組織，互聯(lián)網(wǎng)協(xié)議（IP）地址的ISP，和其他標準所發(fā)布的不同的內(nèi)容，方法。 </p><p><b>　?。ǘ﹥?yōu)勢 </b></p>&l

64、t;p>　　當驗證開銷的比例與所達到的目標人數(shù)后，互聯(lián)網(wǎng)營銷就不在昂貴。公司可以為了一小部分的傳統(tǒng)廣告預算來達到一個很廣泛的目標人數(shù)。媒體的本質(zhì)允許消費者更方便地去研究和購買商品和服務。因此，企業(yè)擁有能夠吸引消費者到一個更快得知結(jié)果的媒體上的優(yōu)勢。營銷運動的總系效率以及策略取決于商業(yè)目的和花銷-容量-利潤（CVP）分析。</p><p>　　互聯(lián)網(wǎng)營銷也有統(tǒng)計測量的優(yōu)勢，方便且成本低廉：幾乎所有的網(wǎng)絡營銷活

65、動的各個方面都可以被跟蹤，測量，測試。廣告客戶可以使用多種方法，如印象付款，點擊付款，播放付款和行動付款。因此，營銷人員可以決定哪些信息或產(chǎn)品更吸引觀眾。運動的結(jié)果可以立即被衡量和跟蹤，因為網(wǎng)上營銷活動通常需要用戶點擊廣告，訪問一個網(wǎng)站，并進行有針對性的行動。 </p><p><b>　　（三）局限性</b></p><p>　　然而，從買方的角度來看，消費者在進行

66、網(wǎng)上購買前無法觸摸，聞，嘗，和“去嘗試”有形商品是很與限制性的。對一個電子商務供應商來說，有一種行業(yè)標準來通過自由退貨政策和提供商店內(nèi)任意挑選的服務來重新獲得消費者信任。</p><p>　　對參與網(wǎng)上業(yè)務的企業(yè)和消費者來說，互聯(lián)網(wǎng)安全是相當重要的。許多消費者不愿意通過互聯(lián)網(wǎng)購買，因為他們不相信他們的個人資料會被保密。一些購買消費者信息的公司為個人用戶提供了一種使他們的個人信息從數(shù)據(jù)庫中被清楚的選擇，也叫退出機制

67、。然而，很多消費者不會意識到他們的信息是否正被分享以及合適被分享，加入這種活動發(fā)生，他們不能停止對他們信息的傳遞。</p><p>　　消費者對從事電子商務的商人另外一項安全上的憂慮是他們是否會準確的收到他們所購買的商品。在線上商人已經(jīng)嘗試著通過投資和建立強大的消費者品牌（例如亞馬遜，易趣和0verstock）以及通過平衡商人，反饋率系統(tǒng)和電子商務債券解決方式來表達這種憂慮。所有這些解決方法是為了向消費者保證他們

68、的交易不會有問題因為這些商人因能夠提供可靠的商品和服務而被信任。此外，一些主要的在線支付系統(tǒng)（如信用卡，PayPal，谷歌支付）已經(jīng)提供了后端買家保護系統(tǒng)，假如出現(xiàn)問題可以及時反映問題。</p><p><b>　?。ㄋ模┗ヂ?lián)網(wǎng)拍賣</b></p><p>　　互聯(lián)網(wǎng)拍賣已經(jīng)成為一個市值幾十億美元的經(jīng)營方式。以前只能在跳蚤市場中發(fā)現(xiàn)的奇特商品現(xiàn)在可以在互聯(lián)網(wǎng)拍賣網(wǎng)站上

69、被銷售，例如易趣，專營電子商店銷售大量的物品，如古董，電影道具，服裝，小玩意，等等。 </p><p>　　作為最大的網(wǎng)上倒賣平臺，易趣經(jīng)常被用來作為特許商品的價格基礎。買家和賣家經(jīng)常在去跳蚤市場前要看網(wǎng)站上的價格，在易趣上顯示的價格往往成為該項目的銷售價格。 </p><p><b>　　三 廣告產(chǎn)業(yè)</b></p><p>　　除了互聯(lián)網(wǎng)營

70、銷對技術(shù)產(chǎn)業(yè)的主要影響以外，對廣告產(chǎn)業(yè)自身額影響也是很深的。在短短幾年內(nèi)，在線廣告每年的市值都會增長上百億美元。PricewaterhouseCoopers說他們2006年在美國花費在在線營銷上的費用就達到了169億美元。</p><p>　　這對美國的選舉過程也在逐漸產(chǎn)生影響。在2008年，總統(tǒng)候選人大量使用互聯(lián)網(wǎng)營銷策略來吸引選民。在2007年的初選中，候選人平均每天都能增加500個社交網(wǎng)站的支持者來幫助他們

71、傳播他們的信息。巴拉克-奧巴馬總統(tǒng)在他密集的民主黨候選運動中一天就募集到了超過100萬美元，大多說都是來自在線捐款。一些產(chǎn)業(yè)已經(jīng)投資于網(wǎng)絡營銷和在線廣告中并且從中受益。它們中的一些原先是從事磚和磚漿業(yè)務的企業(yè)，例如出版，音樂，汽車制造業(yè)和賭博，然而其他企業(yè)已經(jīng)轉(zhuǎn)型為純在線型的企業(yè)，例如數(shù)字設計與媒體，博客，以及互聯(lián)網(wǎng)服務代管服務。</p><p><b>　　參考文獻 </b></p&