[雙語(yǔ)翻譯]--新媒體營(yíng)銷(xiāo)外文文獻(xiàn)翻譯--論社會(huì)營(yíng)銷(xiāo)與新媒體的適時(shí)性

1、12980 英文單詞， 英文單詞，1.7 萬(wàn)英文字符， 萬(wàn)英文字符，5200 漢字 漢字文獻(xiàn)出處： 文獻(xiàn)出處：Bernhardt J M, Mays D, Hall A K. Social marketing at the right place and right time with new media[J]. Journal of Social Marketing, 2012, 2(2):130-137.Social marketi

2、ng at the right place and right time with new mediaJM Bernhardt， D Mays ， AK HallAbstractPurpose – The purpose of this paper is to seek to discuss how the new media revolution can improve social marketing by bringing the

3、 “place” (one of four P’s from the marketing mix) closer to the consumer. Design/methodology/approach – This paper describes current new media trends related to social media and mobile communication technologies and disc

4、usses the implications of these technologies for social marketing by exploring examples of their use in commercial marketing, social change, and public health.Findings – The rapid growth of online social networks and nea

5、r ubiquity of mobile phones in much of the world offers social marketers enormous potential for engaging consumers in radically new ways. The nature of these new communication platforms differs from traditional media in

6、important ways that can make them more effective for marketing, most notably the potential for deeper consumer engagement, multi-directional information exchange, and location-based tracking and messaging.Practical impli

7、cations – The trends described in this paper are rapidly and fundamentally changing how commercial marketers, brand managers, and consumer relationship managers engage with the current and prospective consumers. Social M

8、arketing should learn from these changes and leverage these new media to engage large numbers of consumers more deeply and closer to the “right place and right time” than they ever could before.Originality/value – This p

9、aper explores a topic that has been introduced at the Global Non-Profit and Social Marketing Conference in Dublin, Ireland in April 2011. The discussion should encourage social marketers to reconsider the role of “place”

10、 and explore how new media can bring place closer to consumers.3work, or schools, precisely at the time that decisions are made. In other words, new media can shift “Place” from restrooms and grocery stores, to being in

11、people’s natural settings by reaching them via computers or mobile phones or devices that are accessible to them almost anytime and anywhere (Lefebvre, 2009).The emergence of new media has led to a paradigm shift in many

12、 companies’ marketing practices from a traditional brand or “product-driven” approach to a contemporary “customer-driven” marketing method (Rust et al., 2011). This shift is due in large part to the pervasive use of new

13、media and the capability of new media technologies to put customers and companies in constant contact. New technology and social media are by nature consumer-driven: unlike traditional media, content generated through th

14、ese platforms is largely created, maintained, and shared by and among consumers and communities (Bernhardt et al., 2011). These widespread, electronic, multi-directional interactions have not been witnessed previously an

15、d give consumers the ability to directly communicate their product needs and feedback to companies that are eager to listen (Mangold and Faulds, 2009). Moreover, new media are often perceived by consumers as more trustwo

16、rthy sources of information for “products and services than corporate-sponsored communications transmitted via the traditional elements of the promotional mix” (Foux, 2006, p. 38-9). In short, social marketers can now le

17、verage new media to engage large numbers of consumers more deeply and closer to the right place and right time than ever before.New mediaWhile definitions of new media vary, generally these include electronic communicati

18、on channels such as social networking web sites, blogs, chat rooms, discussion boards, and customer service rating web sites, all of which can provide ample opportunities for two-way communication between marketers and c

19、onsumers. Use of new communication media by consumers has proliferated in developed countries, offering unprecedented opportunities to extend the reach and engagement of social marketing efforts. In other parts of the wo

20、rld, use of certain new media such as mobile devices is also growing, providing new ways to engage with consumers around social issues in diverse contexts. Many new media, such as cell phones and mobile devices, are also